The copywriter is not a magician: crafting the right content takes time and collaboration.
Often, those with a specialization or talent for writing fall victim to the belief that being able to write means they should be able to create entire worlds and concepts out of thin air (preferably in a short amount of time).
Let me explain.
When helping a client tell the story of their identity and the services they offer, it's often assumed that the copywriter will magically invent and do well the entire narrative without having enough information to do so.
Let me explain even further.
Knowing how to write, especially in advertising communication, doesn't mean devising magic formulas or using catchy wordplay. The magic formula of perfect communication comes from an absolutely essential client-copywriter collaboration.
This collaboration consists of several key elements, including:
- Sharing goals: I, the client, what do I want to achieve with my written communication?
- At least one interview, where the copywriter ensures they fully understand the client's needs;
- The mutual exchange of feedback and, even before that, all the materials the copywriter needs to produce the site's content.
This last point is the most important, the most "crucial": it's often where tensions or misunderstandings arise, halting progress and causing a loss of trust in the project.
The professional and the client must be aligned on the objectives and understand a working method that would become complicated without collaboration.
So, before focusing on the words themselves, prioritize nurturing the relationship with the client, who will become your best ally in completing the project in the best possible way.
