Letting go can be hard. We all like to hang on to certain things. Some people collect crisp packets, for example. Other people like to hang on to their words.
But if you take the time, trouble and expense of hiring a professional copywriter, you will have to let go of your words. Give those words willingly to your copywriter – let them grapple with your words, and make them new, and lovely.
You may have strong views about words, language and the best way to conduct your marketing, but if you aren’t prepared to open up to the views, opinions and advice of your chosen copywriter, don’t hire them. Don’t even bother emailing them.
I should point out that 99% of my clients relinquish control of their words, and put themselves at the mercy of my skills. That’s not to say my clients don’t care. Of course they do – and they question my style, doubt my tactics and clarify my spellings – but they do so with an open mind, a mind willing to genuinely consider and appreciate my views. The copy we produce together is the result of their knowledge and my expertise – and all the better for it.
The other 1%… well, let’s not talk about THOSE PEOPLE.
Just read this post and think you’re making a very valid point. I’ve experienced a very small minority of clients who find it difficult to let go when it comes to handing over their company’s copywriting, whilst they value your expertise, I think it’s a combination of habit and fear that leads people to try to keep the control. I think including them and communicating with them about what your plans are for the copy and showing a sample can help to put their mind at ease.
Comment by Sarah — August 22, 2012 @ 3:33 pm