I first discovered my tendency to worry too much about what other people thought about my writing when I wrote fiction. I was so hung up fretting about what people would think if I wrote a certain way or about a certain subject, I was beginning to stifle my own creativity. It wasn’t until I learned to let go of these hang-ups did my writing abiltiy improve.
A copywriter can go through a similar process. When writing for a client they often get too hung up about how the client will want something written.
I’m not saying that you should go against your brief and write exactly what you want, but you have to remember that you are actually writing for your reader. They are the ones that have to react to your carefully crafted words.
Today when I work with clients, I will always follow their brief but write in a way I know will attract customers. If challenged I will stand up for my writing and explain precisely why it was written that way.
Normally that does the trick and illustrates that I do actually know what I am talking about.
What if your client doesn’t listen and insists in it being written their way?
Simple, you have 2 choices – either walk away or comply but make sure you send them an email or letter outlining why you wrote your initial draft the way you did and that you explained your reasons to them. That way if they come back to you unhappy because the particular piece of sales copy didn’t work you can turn round to them and in the nicest possible way say “I told you so.”
Writers can be very insecure creatures but to create excellent copy you have to write from the heart – forget about wanting to be liked and wanting security – you know what works, so write it!
This particular problem is explained in a great blog by Craig Wildenradt on Copyblogger entitled: “How Your Emotions Are Strangling the Life Out of Your Copy“.
3 comments ↓
I loved this blog. I’m not a copywriter but it did prompt me to reply.
I always wanted to be a writer but never found a story to write.
Without realising it, though, I’ve ended up doing what I want – writing.
I own thebestofnorwich and spend a lot of time writing blogs about my clients, newsletters and features.
Because it is my own business, I have complete freedom. My only concern is to try to make it interesting and keyword rich.
It’s great to be able to write what I want and how I want.
With the advent of blogs and social media, writing is becoming more and more important, but what is most important of all is letting your personality shine through and you can’t always do this if you’re worrying about grammar or style.
I appreciate it’s different if you’re writing for someone else, but where social media or blogging is concerned the personality is definitely more important than the technicalities.
Hi Sara,
Thanks for reading my post and for taking the time to make a comment.
I totally agree with you – the best writing has personality. If it allows you to connect with the writer in some way it’s great! Even when writing for clients I always (where possible) write in a style that lets their company ethos shine through. It’s not easy when writing in a style relevant to another person but it makes the finished product more readable. That’s why I love blogging – I can write in my own style 🙂
Sally
I think the article will speak for itself. If you are pretty confident that the outcome will meet the client’s demand then do your thing. Yet, you have to face the risk of failure, receiving all the blame. Personally, I prefer I client who will give the chance to prove my skills but I will always be open for any advice or suggestions. It’s a two way expression of respect.
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