What to expect from a copywriter
Hiring a copywriter can save you so many hassles and headaches. Just putting all that “content stuff” in the hands of a professional can take a big weight off your shoulders.
But how do copywriters work? What can you expect from them, and moreover, what do they want from you?
Here’s the rundown of working with a copywriter
Initial call
It starts with an initial phone call to chat about your project
This is often known as a “discovery call”
It typically takes about 15 mins
It may take place before or after you officially hire them
Either party can initiate it
At the end of the call, you should have a plan in place moving forward and know the next steps
Contract and detailed T&Cs
Once you’ve officially signed up with a copywriter, you’ll receive a contract and detailed terms and conditions (T&Cs). This step is designed to cover both parties, not just the copywriter.
The contract outlines what the copywriter will deliver to you and what they expect in return. This is called the “scope”
The contract and the T&Cs may also include timeframes, deadlines, copyright, responsibilities and charges for scope additions
T&Cs in particular may be long but are hopefully well written!
Read it in full and ask questions if you’re unsure of anything
You can also add in your own clauses if you want to
Written brief
The written brief is fundamental to any good project and is absolutely worth taking the time to do properly. Basically, the copywriter doesn’t know your business. But they need to, and they need you to tell them about it.
The more detail you can supply here, the better the project result
Be prepared to put aside 1-2 hours to for the briefing
Ask the copywriter to send you their questions before the briefing to prepare
Briefings are usually done by phone
Afterward, you have an opportunity to view the brief and add to it
50% upfront payment
A deposit before work starts is industry standard and most copywriters will charge 50% of the total fee.
The deposit will need to be paid in full before any work commences
The remainder is usually expected after the copywriter sends you the final draft, not when you approve it
Project schedule or timeline
Your copywriter may give you a separate document detailing the project schedule or timeline. Or they may outline it in the T&Cs.
Just like any other project, you will need to schedule time for your copywriting job in your calendar. This allows for revisions, feedback, phone calls, and admin.
Copywriters are usually sticklers for deadlines
We run our own businesses and usually have multiple jobs on the go
You might get your schedule outlined in an email, a PDF or via an app like Asana where you can also check the project progress
First draft
From the copywriter’s perspective, the first draft signals a key stage in the project.
It’s roughly 80% of the finished project
It’s where you will first see the project in its entirety
This is where a detailed brief and discovery call feeds into a solid first draft
If there are glaring errors in structure or tone at this point, speak to the copywriter and go over the brief again
Revisions
Naturally, we want you to be happy with your copy and so, we are happy to offer complete rounds of revisions; two is standard.
80% of the work is typically done in the first draft and the revisions then shape and tweak that
It’s important for you to take the time to properly review and provide feedback on each draft
Revisions outside of the scope (typically more than 2) may incur an extra fee (see the T&Cs)
Copyright transfer
When the copy is approved (in writing or via email from you) and the final invoice paid, the copywriter will officially assign copyright of the finished content to you.
Until then, it legally belongs to the copywriter and you can’t upload it to your website or use it
for anything else
After copyright transfer, if you want to change the content, you are free to do so.
Freelancers wear many hats
Most copywriters have multiple skills under their belts - they may offer whole range of business writing or digital marketing services.
They may also be strategist, SEO researchers, graphic designers, web designers, project managers or social media managers
Savvy clients will take advantage of these skills to package multiple services
Copywriters may offer discounts for repeat work or packaged services
They are also sure to know a host of other talented freelancers so it’s always worth asking if you have other business needs
Copywriting fees
Copywriting fees differ between writers based on years of experience, industry and the type of writing.
A blog post for example is very different to writing a sales page or a content strategy
There are standard market-based rates that many copywriters follow. You can read about the TCCS recommended rates for Australian freelancers or see the MEAA union freelancer rates
While you can shop around for 2-3 quotes, don’t overdo it. The copywriting world is relatively
small and people talk; a client who approaches 10 different writers spikes a red flag
You get what you pay for. Professional, well-paid copywriters will deliver professional services. Writers who work cheap are either newbies or work in content mills; they don’t have the time or motivation to project manage your job or help your business grow strategically.
About the author: Lilani Goonesena is a digital communications specialist and the director of LIGO Creative. Based in Canberra, LIGO delivers content, editing, SEO copywriting, web design, strategy, social media and branding for government, the development sector and businesses. Contact LIGO today.
