Over the past few weeks, I’ve written extensively about why you should use a copywriter rather than AI for your content marketing. So, I decided that today, I would write about how you should go about creating the perfect copywriting proposal.
All too often, companies only look for a copywriter when all else has failed (generally, that means trying to write the content in-house only to discover it’s not as easy as it sounds) – yup, at the 11th hour, so it suddenly becomes urgent.
Please don’t do that. If you know your project will need content, engage with your copywriter from the outset. By providing them with a comprehensive copywriting proposal, they will be fully involved in the project, so they can help you develop it.
Look now for the right copywriter
Copywriters are not all the same. Some specialise in certain industries, some only work in specific areas (e.g., medical writing), and some are experts in their fields.
You will also find that the outstanding ones get booked up. You might be lucky and catch one just as they’re completing a job, but as a rule, get in early and book them.
The perfect copywriting proposal
There’s no point emailing, saying, “I’m looking for a copywriter to help with our project. Please tell me your rates.”
First, you haven’t told them what your project is.
Secondly, because you haven’t told them, they can’t tell you how much it will cost.
However, if you give them a comprehensive copywriting proposal, they can provide an accurate quote for the work and probably a few suggestions on how to maximise the end result.
Tell them:
- The outline of your project and what you want to achieve
- The scope of it
- Whether there is content in existence (if so, let them see it) or whether they are to research it from scratch
- Details about your business – what you do, why you do it and how you do it
- Your USP (unique selling point)
- Who you sell to, and how you benefit them
- Brand guidelines and tone of voice
- Timescales
That might seem like a lot of work, but assuming you’re getting several quotes, providing the information upfront will save time in the long run.
Respond to them
Assuming they have the capacity and are interested in your project, they will return to you with a proposal and quote (or will ask for more information so they can put a quote together for you).
Once you’ve reviewed them and decided who you want to work with, please respond to all the copywriters you approached. I am asking this on behalf of all copywriters.
Why?
Every copywriter is a businessperson, which means they will follow up on all leads. Nothing is more frustrating than putting together a cracking proposal only to hear nothing.
You see, in the meantime, they would have had several other enquiries, so allocate their time on a first-come, first-served basis.
If you don’t respond for a few weeks, you may lose the chance to work with them.
Please let them know if you decide they’re not the writer for you. It only takes a few seconds to send an email that says, “Thank you for your proposal, but on this occasion, we have decided to use another writer.”
They won’t be offended, and it saves them a lot of time sending unnecessary chasers.
In summary:
- Approach potential writers early – don’t leave it until the last minute
- Give them as much information as possible about your project
- Respond to them – even if you decide not to use them
Thank you on behalf of all the copywriters out there.
Sally Ormond, professional freelance copywriter.