Why Copywriters Are a Nosy Bunch

A good copywriter is super curious and wants to know everything about your ideal buyers and product. It's what makes them good at converting leads into brag-about-you customers..

They're curious about everything. They have to be. It's how they unearth the nuggets that make their ads, email campaigns, and landing pages rake in the big bucks.

Copywriters talk to SMEs and scour competitor websites to understand the product, its benefits and features, and the customers who will buy it.

Ogilvy did it.

The iconic ad man found his 1957 Rolls Royce “big idea” in a technical editor's report:

“At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock.”

As a result, RR car sales rose 50 percent over the next year.

Expect questions from your copywriter — lots of questions.

Demo your product to them like they're buying it. Set up a meeting with them, your sales team, and product marketers. Share your rep training decks (one of my favs) and chat transcripts (a close second fav).

It's what they need to create on-fire copy assets.

And if you've got a dry technical write-up, dust it off and share that too :)

Image by Marten Newhall (edited)