As writers our clients hire us to … well … write!
So, what happens when you know your client wants to take the copy in the wrong direction? Do you speak up? Or do you just roll with what they want?
As you’ll hear in this laser coaching session, there are a few ways to tactfully and professionally disagree with your client in a way that further positions you as a valuable copywriting partner.
Ultimately, is it their decision? Yes.
But that doesn’t mean you have to sit back and watch as (more!) bad copy gets put out in the world (especially if it’s a piece you really want in your portfolio).
Listen in to hear the tactics you need to use.
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Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[03:15] If you’ve got a client who maybe doesn’t understand their target audience, as in they think they know their target audience, but they don’t understand their motivations, how do you deal with that?
[04:05] It’s about being as tactful as you possibly can as you guide your client and really make suggestions. It could be something you lead for them and all it takes is asking questions.
[05:44] Testing is always a great way to say, “Hey, I see where you’re coming from, but I think it’d be really great to test this because this could really change the direction and we could get more hard and fast data to make these decisions.”
[06:20] The fundamentals of copywriting: don’t forget to mention the benefit. If we really lean into this audience and understand what they’re thinking, that’s only going to lead to more sales in the long run.
[06:47] You need to do market research with the client. You need to have the client on board with that—and don’t want to spend your time doing it if they’re not onboard.
[09:09] Clients are humans and sometimes they have to learn hard lessons and they have to learn those hard lessons the hard way. Definitely guide and make suggestions, but at the end of the day, it’s their final decision.
[09:44] If you follow up a month after a project and, if the results aren’t what they wanted, it’s a perfect time to re-pitch them. It’s a great way to continue working with them.
[11:53] With websites, you can do small tests so it’s less dramatic. For example, “what if we test this headline versus this headline?” After that, maybe we’re testing the call to action copy. Test piece by piece so you can really tell which things are influencing the actions people are taking on the page.
[13:06] Microsoft has a tool Clarity where you can enter whatever URL you want to look at, and it shows a heat map. This can show you what people are and aren’t spending time reading or otherwise looking at when looking at a page.
[13:40] You can just start to have some information and data that you can recommend very pinpointed tests that might move things in the right direction.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“When’s the last time we had the opportunity to get on the call with some of our clients and really hear what they have to say.” -Nicki
“Asking questions about what they want, what they need, what they fear, what’s gotten their way, what’s been frustrating, what would life look like if everything were fixed in whatever this arena is. But certainly if you see an opportunity, don’t hesitate to say something.” – Nicki
“When in doubt, suggest testing, depending what copy you’re writing. ” – Kate
“If you wanna do market research, I would absolutely do it with the client’s buy-in because you’re gonna wanna talk to people who have purchased from the client. You’re gonna wanna talk to people who have opted not to purchase from the client.”
“People who are aware of the client but haven’t even yet had the opportunity to purchase from the client, that can be a little bit trickier. ” – Nicki
” At the end of the day, I think you’re putting your best foot forward, right? You’re kind of trying to gently nudge them in the right direction if they ultimately are like, we don’t wanna go in that direction.”
“You can bring it up again certainly as new projects come up and what not and still continue to try to kind of fight the good fight, but at the end of the day, clients are gonna do what they wanna do.” – Kate
Mentioned on This Episode
Related Links
- Why You Need to A/B Testing
- The Most Important Piece of Email Copy
- Top 3 Biggest Email Mistakes Copywriters Make
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Last Updated on December 10, 2024
