“I am a copywriter.”

That response to “what are you doing?” Usually the question is answered with a confused nod, quickly followed by “oh, so you copy things for people”, or “great, I just wrote this new guide and I want someone to help me protect copyright.” .

A copywriter doesn’t do any of those things.

So what exactly does one do?

Well, as the name suggests, writing is obviously involved, but there is more to it than that.

1. The interview

A copywriter doesn’t just write; There is much more to work than that.

Before the words are written, the copywriter must meet with the client. Face-to-face is ideal, but that’s not always possible (especially when, like me, your customer base is global), so phone, Skype, or email is the best option.

During this initial stage, the copywriter is usually unusually quiet. At this stage, it’s about listening.

Not only will you be attentive to details about your business, products / services, customers and goals, but you will also be listening to the way you speak. This will give you valuable clues as to what the correct tone of voice (what the writing sounds like when read) will be for the project.

2. Back to the office

Unless more meetings are needed for progress updates (which can usually be done by phone, email, or Skype), the rest of the project is completed in your office.

After the meeting, your writer will review the pile of notes you took.

So she thinks.

Not only about what you discussed, but also about your audience and what they want to know and how to convey that to them in the most engaging and powerful way.

The thinking stage helps you plan your strategy. After all, without a plan, you will just get confused, you will write lazily.

During this stage, you will also be able to spot any areas that need further investigation, so this will be the next stage in the process.

Research can be done on the Internet (competitor analysis, topic research, etc.) or with good old-fashioned books. It could even be a trip to a mall or something like that (where your product is sold) to see how customers react.

Once this is done, you think and plan again.

Now comes what you were waiting for. She begins to write.

Following your plan, you will begin to create an initial draft. That won’t be the one you’ll see; This one is more like a brain dump that will be constantly modified and refined to make it as powerful as possible.

This may take several days, in fact you are better off doing it because it means you can go away, leave it for a day or so and then come back to it with fresh eyes for further refinement.

3. First draft

Finally, the initial draft is ready for you to view.

Sometimes this will be emailed to you for your comments, other times an additional meeting will be held so you can review it together.

It is really important at this stage that you look at it carefully and think about what it says. Remember, the copy has been written for your reader and will therefore tell them what they need to know. It will not be about you and your business.

There is no place for your ego in your marketing materials (or that of your copywriter). Every word has to resonate with the reader, it has to be about them.

Once you’ve reviewed it, it’s time to let your copywriter have your comments. Suggest changes by all means, but remember that you hired your copywriter because she’s an expert in her field, so she knows what you’re talking about.

4. Refine

Once your feedback has been given, your copywriter returns to the thinking, planning, and writing stage again.

She will amend the document as agreed and resubmit it for approval.

As you can see, copywriting has many stages and is a very collaborative process. You have to be willing to give a lot of information and time to the project, but you also have to be willing to listen to the advice and follow it.

A copywriter should never intimidate you, but will offer you advice. They will leave their ego at the door and write with a voice that is tailored to their business and the audience for the content. Above all, your copywriter will bring a wealth of experience and guide you to a successful result.