The single biggest predictor of whether hiring a copywriter goes well isn't usually the copywriter's skill — it's how much genuine information the client provides them before writing starts. A brilliant writer given vague direction produces vague copy; an average writer given real specifics about the audience and offer often outperforms them.
Why Good Copy Depends Heavily on What You Give the Writer
A copywriter can't invent genuine understanding of your customers, your product's real differentiators, or what objections actually come up in sales conversations — they can only translate what you already know into persuasive language. Clients who show up with only "make it sound good" get generic copy back, because that's genuinely all the writer has to work with.
A productive copywriter relationship should include:
- Real customer language: actual questions, objections, and words customers use themselves
- Specific detail on what makes the offer genuinely different from alternatives
- Examples of tone and style you like and dislike, ideally from your own past materials
- A clear, specific goal for what the copy needs to accomplish
A Simple Framework
- Before reaching out to a copywriter, gather real customer feedback, reviews, and common questions
- Write down specifically what makes your offer different, backed by real evidence
- Share examples of tone you want and don't want, not just vague style preferences
- Define the specific action the finished copy needs to drive
> Tip: If you can't answer "what's the single biggest objection a prospect has right before buying," find that answer before hiring a copywriter — it's one of the most valuable pieces of information you can hand them, and one of the most commonly skipped.
Example
Before: A client briefing a copywriter with only "write something that sounds professional and converts well."
After: The same client providing actual customer reviews, the top three objections from sales calls, and two examples of competitor copy they specifically don't want to sound like — giving the writer genuine material to work from.
Common Mistakes
- Providing vague creative direction instead of real customer research and specifics
- Assuming a skilled writer can invent genuine differentiation without real input
- Skipping examples of tone and style, leading to guesswork on both sides
- Leaving the intended action or goal of the copy undefined before writing begins
Before engaging a specific copywriter, checking their own site's credibility and established history is a reasonable diligence step. SeoWolf's Domain Authority Checker can help confirm you're evaluating an established provider.
The best copywriting brief isn't a style guide — it's everything you already know about your customers, handed over so the writer doesn't have to guess at what you could have simply told them.