Written by Lynn Swayze
In order to do an Expert Brand justice in copy, a good copywriter must know all of the following:
- The Brand’s Offerings – what is being sold, what transformation it brings, and the features and benefits
- The Brand Voice – the voice of the Expert Brand including the CEO-Expert’s voice, the brand’s overall voice and feel, the phrasing used, the emotional tone, cadence, etc.
- The Audience Language – there’s always “in group” language, and the copywriter needs to know this, too
- The Sophistication Spectrum– based Avatars – including which hooks work for which Avatars and which avatar they should focus on in each asset or campaign
So when Experts do things like “test” copywriters…
Without giving them the time or financial incentive to grasp all of the above…
Both parties fail.
Very, very, very few copywriters can write copy out the gate which will succeed without knowing all of the above.
Especially if they’re writing for an Expert Brand which features a strong brand voice and worldview.
And if you’re looking for a long-term copywriter, you’re better off finding those who love your niche and your culture and are teachable and coachable…
Rather than trying to find someone who will “beat the control” out the gate.
In other industries – like financial publishing – brand voice is less important.
But for an Expert Brand?
It’s everything.
Get it wrong, and you’ll hurt the trust the audience has with the brand on top of losing out on potential sales.
So please, don’t “test” copywriters. Cultivate them
Read More Articles:
#005: Why You Should NEVER Market to Unaware Leads (do this instead!)