Being a copywriter doesn’t just mean writing original copy for your clients. Sometimes the job of the copywriter is to review a client’s existing copy and see if the message conveyed by their words matches the sentiments and ideas they share with you in a conversation. Often times, there’s a vast vacuity between the ideas and passions that drive a client and the words put to the page. That’s where the job of the copywriter can get kind of tricky.
As a professional writer, it’s your job to tailor your clients’ words not only to match their enthusiasm but also to echo the brand voice that prevails in their website, brochures, blog and even in their showroom or on their sales calls. You want to make sure that your clients capture the prevalent language of their community, and use that language yourself in any copy you revise.
Community is a key word here. With the meteoric rise of social media sights and services like Facebook and Twitter, writing for a client doesn’t just mean writing copy that sells, you also have to write copy that connects. If you’re writing a blog for a client, keep in mind how you might summarize it and post a pithy, compelling note about that blog on Facebook. You’ll also want to make sure that you can offer your client an informed suggestion about how to write a Tweet that announces your blog but that doesn’t make the mistake of overselling through twitter. (I think it’s best if you write that Tweet yourself and submit it with the blog, if possible).
But back to the importance of writing in your client’s voice. Writing for your client as your client should not mean that you hold back on your professional skills. You’re the professional writer, you’re the wordsmith, and so it falls on you to know how words work, to recognize the powerful impact of writing a series of words that fall together as though they were intended to hold one another in place. When you write, use the language and style of your client, but don’t just settle on to-be verbs and lazy adverbs. Write in a way that tells your clients’ story, while also creating a picture of how your clients’ wares will benefit their customers. Let your clients be the authority on their product, their customers and the benefits of their products to their customers, but you should accept your role as the authority when it comes to the impact of the words you write.