Beware of people who think they have it all figured out.
You know the type. They speak more than they listen, and they give you advice before you’ve had the chance to open your mouth.
The best copywriters approach work with curiosity. They’re open to new ideas, new perspectives, and new ways of doing things. They listen as you speak about your business and your products instead of turning up in a hunt for information to back up what they already think.
Knowing a lot about your client’s products or services from previous experience isn’t always a good thing. There’s a risk of arriving with preconceived ideas about what you need to do and what the end result should look like. This risks missing out on opportunities.
It’s important to stay flexible. Leaders turn to freelance copywriters for fresh perspectives as they arrive without the rigid views that can foster when you work for a business full-time.
Be curious about the problems your clients face and then tailor what you do to fix them. The best copy is in a voice that’s true to the business, and getting this right can only come after taking the time to get to know your client. How can you find your client’s voice without listening to it?
The best copywriters think about what would happen if they go for A instead of B, and then run tests to find out. Email campaigns are an excellent opportunity to experiment as you can segregate your audience with results flowing back in real-time. There are also landing page services that make it easy to A/B test copy to discover what works best.
Ask questions. Especially when you think you know the answer
There is nothing wrong with asking questions that you already know the answer to. Letting somebody else explain something in their own words can give you new information from a different angle.
Even if you’re experienced writing about a particular industry, don’t be afraid to ask people to explain things as if you’re discovering the topic for the first time. Avoid falling into the trap of looking for information to back up what you already think.
Simple questions can result in the most interesting answers. Giving people the space to talk adds nuance and detail that you would miss if you put words in their mouths or avoid listening to what they have to say.
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