“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose and of action over a long period of time.”
When Bruce Springsteen made that statement, he was, of course, talking about the importance of consistency in building an audience of loyal music listeners, but the same could be said of any business that depends on loyalty for its success – and it’s a key concept to bear in mind when you hire a copywriter.
For many agencies and small businesses, opening an account with a content provider can be a little bit like setting a child loose in a candy store: There’s so much to choose from, why not take a little of this and a little of that? After all, variety is the spice of life, right? Not always: While it’s true that you want a variety of content topics, it’s critically important for businesses to provide consistency in the tone, or “voice,” of the material they present, whether it’s website content, blog content, articles, press releases or other collateral.
That kind of consistency is the key to brand recognition – and, it helps position your company as one that is reliable and dependable, two factors that go a long way toward building a solid customer base. Think about any large, successful company: Why do customers keep returning? Because they know what to expect; the company has presented itself consistently to its customers over time.
Now you know why consistency is important to your company and your brand; how can you achieve consistency using a content provider? The answer is pretty simple: Hire one – and only one – copywriter to create as much of your collateral as you can. When you work with one copywriter, you have a much greater chance of achieving consistency; that one writer is able to develop a deep understanding of your brand and your voice, and therefore is better able to ensure the copy clearly communicates your unique message. Having a single writer also makes it easier to ensure the same message is always delivered, which means your business’ brand message is driven home again and again in a consistent and effective way.
Here are a few tips to help make sure you hire a copywriter that’s a good match for your company and your brand:
- Take some time to educate the writer about your brand and the message and tone you want to convey.
- Make sure the writer you hire has the time and willingness to commit to your business for a long period of time.
- Try to hire a copywriter who has created a wide range of customer deliverables, including web and blog content, press releases and articles.
- Finally, treat your writer as a valuable team member: If you’re unhappy with some of the content they provide, work together to create a solution. Don’t forget to provide them with positive feedback – a little pat on the back can go a long way toward ensuring they remain a productive part of your marketing team for as long as you need them.
Karen Z is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.
