June 22nd, 2018
Engaging a copywriter for the first time can be a daunting prospect. Not because we’re monsters (or at least I hope not!), but because, to most people, copywriting is a complete unknown. A dark art. Over the past 16 years, I’ve had maybe 500 clients who’d never engaged a copywriter before. And almost all of […]Read more...
June 4th, 2018
We don’t always get client copy right the first time. Usually, but not always. Sometimes we miss the mark, and sometimes that makes the client anxious and unhappy. This is exactly what happened a couple of weeks ago. The client is in the construction industry, and they engaged us to write some web copy targeting […]Read more...
June 18th, 2015
I’m always disappointed if a client doesn’t like my first draft. But I’m rarely offended (anymore). Because usually they have a good reason. It’s not always clear what that reason is, but I’ve learned over the years that if a client doesn’t like what I’ve written, it’s usually because I’ve missed the brief somehow. For example, I wrote some IT […]Read more...
May 22nd, 2013
You’d think reviewing a piece of copywriting would be pretty straightforward. It’s just a Word document, after all. And Word has Track Changes! But once you’ve sent a few copy drafts off for client review (and if you’re reading this, I assume you have), you quickly see it’s anything but straightforward. The horror client review […]Read more...