Is Your Business Looking for a Christmas Miracle?

Often when clients come to me for online content for their business, they aren’t really sure what they want to say, or how to say it. That’s ok. That’s why I have a solid briefing process in place so that they can tell me every relevant detail about their business in order for me to write authoritative, engaging and persuasive copy.

Sometimes they aren’t even sure what they offer and once we get going through my probing questions this becomes apparent. Glaring inconsistencies and oversights arise like a ‘free’ service with hidden costs or uncertainty as to what steps the customer should take.

Hopefully, at this stage, these questions will reveal any issues that can be brought to light and resolved. That is good and can be a rewarding part of the process as I am offering my clients a double whammy - great copy and the opportunity to be shown the flaw in their plan. Because everyone loves to be corrected. Ok, I am just teasing there.

Anyway, usually the people I work with have thought it through and it’s just a case of sharing this information with me.

And then there are those who haven’t. They don’t have a business yet, they just have an idea. And they want me to produce great copy almost out of thin air. Or they will get me to rewrite their own efforts and I am expected to perform a Christmas miracle on a piece of vaguely written content full of platitudes, superlatives, and meaningless words that obfuscate and bamboozle.

Heh?

And they are hoping against hope that I have the answer to their problem. I will wave my magic wand to transform confusion into clarity.

But unfortunately performing miracles is for the divine and real magic does not exist, in copywriting at least.

The ‘magic’ - if there is any - comes from sitting down and going into detail: figuring out what you offer, who it’s for and how you will deliver it.

It’s ok not to know these things right away. But it’s not ok to pretend you do.

Some people have never really grown out of believing in Santa Claus. They believe in putting up a stocking and waiting for it to be filled with their heart’s desire.

What do I mean by this?

People who expect someone else to figure out their problems.

Your copywriter isn’t just going to bring you the gift of copy without a little help from you. That is why the client/ copywriter dyad is a collaboration. You know your business and I know great copywriting. Together we create something more than the sum of its parts, like in any good relationship. And in any good relationship, it’s a pairing of equals. That’s where the real magic happens.

If you need excellent content for your business, get in touch. rachel@rachelhunterwriting.co.uk