2009 at Kendall Copywriting

So, what the hell have you been doing all year?

I’ve been:

  • Writing millions of words of copy
  • Getting out and meeting people
  • Migrating to London (slowly)
  • Working with other copywriters
  • Employing another copywriter
  • Meeting loads of new writers (and non-writers) through WriteClub
  • Starting (and finishing) Nyouse
  • Giving free marketing advice to start-ups
  • Helping small businesses with their SEO
  • Spending lots of time at the Werks
  • Spending a little time at the Skiff
  • Trying out a coworking space in London (The Trampery)
  • Contemplating the future shape of Kendall Copywriting
  • Attending dConstruct
  • Contributing to Freelance Advisor
  • Chatting to loads of freelancers about freelancing
  • Going to the Farm
  • Going to Likemind
  • Chatting to a DJ about Twitter live on BBC South East radio
  • Interviewed by Julie Stanford for her radio show

It’s been a massively enjoyable year. If I’ve worked with you in 2009, thanks!

14 questions copywriters must ask their clients

Election Interrogation

Being a freelance copywriter isn’t just about writing. Words are the tool that copywriters use to achieve results, but every smart copywriter understands that their real function is to quickly and accurately deliver a business proposition.

Before you can write about a business, you have to get the business. You have to understand what a business does and what’s important to their customers. You have to get down to the details, and prepare to write on behalf of a business.

Here are 14 key questions that copywriters should ask their clients, in order to get the information required to write great copy:

  • Why do your customers choose you?
  • What aspects of your business are you most proud of?
  • Why did you start this business?
  • What questions do new customers frequently ask?
  • What features do your customers look for in your products?
  • What benefits do your customers get from your products?
  • Who are your customers?
  • What are your customers primarily interested in?
  • Who are your competitors?
  • What is the typical process you go through with a customer?
  • Can I talk to your customers?
  • Can I have a tour of your factory or a chat with an operative? (to get a bird’s eye view of the business)
  • What tone is appropriate for your copy?
  • Why did you pick me? (this one is a useful insight into your own marketing)

    Now this seems obvious to me, but I’ve rescued a few clients from the clutches of copywriters who have asked no questions at all, and then produced irrelevant and totally inappropriate copy.

    So it’s important to ask questions, but also to ask insightful questions that provoke useful answers.

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