Copywriting is a very serious business and includes many legal and financial implications as well. If a copywriter were to infringe on the body material of others, there could be a legal as well as financial hassle for you, as the hirer for the project.
The copywriter should ask questions and specifically these questions should be directed towards YOU. If these questions are not addressed, then be very careful. You could be in for a lot of trouble for the future.
The difference between the best and a wannabe, apart from their level of skill and expertise, is the questions they ask and what they deliver. The new copywriters and the wannabe copywriters ask the most basic questions like 'What's the payment of my services and when will I get paid'.
If you want a truly world class product, then hire a world-class copywriter, who will deliver the goods as per your specifications. This starts with the right questions that they ask you:
1. What product are you promoting and are there are legal issues involved in it?
This should be the first question asked from a good copywriter. Many products can be tangled in legal issues and most copywriters don't want to involve themselves in such deals. Even the most experienced one will fight shy of such deals.
2. The various mediums that will be used to promote the product.
There are so many mediums available which can be used to project the image of the product. These are printed ad matter, bus shelter banners, hoardings, movie theatre presentations, door-to-door campaigns, newspapers, TV, Radio, and Internet. These mediums require different approaches and the copywriter writes keeping a specific medium in mind.
3. Target audience for the product?
Every audience is different. The same messages can't be conveyed to all people. The world is on the move and with it the products are also on the move. There are innumerable ethnic backgrounds and diverse cultures not to mention sexes and the age groups. There are markets for the adults, the teenagers, the pre-school population as well as the baby boomers, which have now grown old.
The copywriter needs to know the product as well as the age group and the population that is being targeted for the copywriter to give his / her input and output.
4. What is the target market for the product and what are the benefits?
As we discussed, the target customer group is important. In addition to that it's important that the target market also be ascertained. For example, if you are selling the product, are you looking at Latin America or the Middle East or maybe South East Asia.
The second aspect is what are the major benefits - and what are they compared to other products in the same category (if the same exist).
5. Is the product available and if so is a sample available?
It's easy to write, when one has already seen, used and touched the product. The features, advantages and disadvantages of the product become more apparent when one utilizes the product. It's very difficult to write about a concept and sometimes that may also lead to legal problems.
6. Product pricing?
Pricing makes a big difference to the style of writing. Something that is worth say £2000 would be different than what is priced at say £55. This is something that all good copywriters know about.
7. Are there any verifiable customer testimonials?
True and verifiable testimonials add credibility to the image of the product. These testimonials can easily be weaved in as text matter by the experienced copywriters. This instils confidence into the products of the company and all good copywriters are aware of it.
8. Is there any existing literature or promotion material available for products that are similar?
By scanning and analyzing similar material, experienced writers can add the touch of glamour to the product to make it stand out from the crowd.
9. What is the schedule for completion?
Good copywriters will always have work and therefore like to organize their work schedules. This is to make sure that they can deliver on the designated deadline dates so that their schedules and that of their clients are on target and not thrown out of gear.
10. What are your payment rates and conditions?
Remuneration for the work done is absolutely important. Good copywriters are expensive, because they are good and are paid accordingly. They will also lay out their conditions for payment and work schedules.
Payment is one of the first questions that a copywriter would ask; however the answers to the other nine questions will certainly help.
This article was written by Craig Dawber of http://www.ukentrepreneur.com/
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