Rule #1 when writing a website. Put the copywriter and the business owner in the same room.
Back in my ad agency days
The account person would come to the copywriter (yours truly)
With a creative brief to write a website for a business owner I had never met
And never would.
This “creative brief” could always be boiled down to 5 words:
Drive traffic and increase sales
Which I would then translate into
Make it up
The website copy I eventually turned in
Sounded very little like Target, Best Buy or whatever client I was writing for
And a lot like me and whatever I was into at the time
And while the writing was always creative and clever
It failed to solve the prospect’s problem
Or the client’s problem
Or even my problem:
How am I supposed to write this without ever talking to the business owner?
These days I have my own business
And talk directly to you about your customer.
And starting Tuesday, you’ll get to talk to our new writer
And get to know her very well too.
P.S. Welcome Gia!