Welcome to 'The Client Experience'
Over the next 6 weeks, you'll gain hands-on copywriting experience with a real client, create work for your portfolio, and receive personal instruction and coaching along the way from some of Australia's top copywriters.
This is your dedicated web page that contains everything you’ll need for the duration of the course. Zoom links, recorded video sessions, updates etc.
Please bookmark it and please don’t share it with anyone as it will contain private information about you and your colleagues.
Your team leaders:
Your link to Zoom:
Dates & times:
Oct 13, 2020 07:00 PM
Oct 20, 2020 07:00 PM
Oct 27, 2020 07:00 PM
Nov 3, 2020 07:00 PM
Nov 10, 2020 07:00 PM
Nov 17, 2020 07:00 PM
Join Zoom Meeting
Meeting ID: 967 6516 0752
Your recorded sessions:
Session 1: Welcome to the programme + introduction to working with real clients
Session 2: How to work with clients + take a creative brief (part 1)
Video will be uploaded soon (editing)
Download the PowerPoint slides.
Resources from Session 1:
‘How to take a creative brief’ video and slide deck
I encourage you to watch these videos between now and next week as they will give you confidence as to how to take a brief. We covered a lot of it last night but you can watch these at your leisure.
‘The Creative Brief’ template’
This document can be used as your cheat sheet to remind you what to ask the client. Work your way through it methodically if that suits, or you can jump around. When you get to Target Market section, use the ‘Customer Persona’ template to go deeper.
Download it here.
‘Customer Avatar/Persona’ template
If a client doesn’t know who their target market is, ask them to think about the last person who bought from them, or ask them who would they like to have buy from them. A bad answer is ‘everybody. We cannot write for everybody. It is normal for a business to have around 3 personas for each product. If that is the case, ask them to identify the most valuable one to them and write for that persona.
Download it here.
Sample Personas template
This is a summary of personas I have created that I used to help me write copy for the Australian School of Copywriting. This is not based on heavy research, but just my own instincts. It helps me work out who I am writing for, and identify features and benefits to include in the copy.
Download it here.
‘Features and benefits’ spreadsheet
This is a document you can use once the briefing has taken place to collate all your features and benefits. You are welcome to send this to the client and ask them to nominate the top 3 -5 features and benefits they want to see appear in the copy. If you feel this is overkill or you feel it’s not necessary, you can summarise it in a few dot points and send that to them for approval before you start writing.
Download it here.
‘Top 25 Reasons Why People Buy’ checklist
This is a useful summary that helps you identify the over-arching/controlling idea of what the whole piece is about. When in doubt as to what gets included in the piece, ask the question, ‘does it meet this goal’ and if it doesn’t, it doesn’t go in the copy.
Download it here.
‘Kick off script’ for a copywriting meeting
We glossed over this in the session but here is a script you can use in the real world when you want to kick off a meeting, set expectations, get permission to take control and lead the meeting. Whilst it looks informal, it is a very structured document and if you follow it, you will achieve a number of outcomes. Clients really want you to take control of the process and this script enables you to do that.
Download it here.
Facebook Group log in
The Client Experience Facebook group is a private space for you to connect, share ideas and resources, support one another. You might like to post useful articles, ask for help, provide feedback to each other or even collaborate with your fellow copywriters.
Even when you have completed the course, we hope you will continue to engage in this growing community of trained and ambitious copywriters.
Click this link www.facebook.com/groups/theclientexperience/ and hit 'Join Group'. Please introduce yourself by sharing your name and why you chose to become a copywriter or a little nugget about yourself that helps others get to know you.
‘Meditation course’ videos
Here is a link to an 8-session course I delivered recently for Melbourne City Council. I’m sending this to you as I believe that in order to overcome our fears and neutralise our worries about not being good enough (or just ‘enough’), we need to address it at the core. Meditation can possibly assist with that. This is completely optional and is an added bonus if you care to take it up.
You can view the videos here.
Session 3: How to work with clients + take a creative brief (part 2)
Session 4: Meet your client + take a creative brief
Session 2 pre-recorded tutorial:
How to write copy quickly and format it for the client
This video contains the 13 steps you need to write copy quickly.
It also shows you how to:
- Manage the relationship between copy and graphic design
- Work without a graphic designer and still get your ideas across
- Format the layout copy on the page
- Present copy to the client
And a case study showcasing the whole process from start to finish.
Ben Keenan will be elaborating on how to present work to the client on Tuesday – it will be a fabulous session. Please send your questions in before Monday 10am.
Session 5: Guest Speaker: Ben Keenan - How to create (and present) great work
Session 6: How to come up with great ideas
Melanie has the opportunity to quote for a copywriting job ( 20 articles for a sales training organisation). She didn’t know how to start the conversation or what to charge or how to negotiate her fee. I gave her some tips and techniques for managing conversations like this. I hope you find it useful. It runs for 30 minutes.
Session 7: Rehearsal: Presenting your copywriting work to the client
Session 8: Editing, crafting copy and pitching with confidence
If you are interested in learning how to present to a client, please take a look at this eBook: ‘How to Present Work to Your Client’. I wrote this a while back but nothing has changed and if anything, it’s more relevant than ever as copywriters have by and large lost the art of presenting to clients in real life (and online).
For an example of a Creative Rationale, look for the ‘Country Road’ example. The Creative Rationale is very similar to the Creative Brief in that it sums up in a concise way what is in the Creative Brief.
If you’d like to see some samples of real Creative Briefs, I’ve included some in this resource – Creative Brief examples. You can see how these pave the way for what the Creative Rationale needs to say.
Here is your checklist for giving feedback on creative copywriting work.
Here is the PowerPoint presentation for your Rehearsal for Pitch Night.
This week’s session is about mindset, marketing and self promotion. I know that people really resist the concept of self promotion so I’ve provided a strategy here that separates you from having to talk about yourself all the time whilst still getting the message out.
I’ve also included here a strategy for how to land big copywriting contracts and to write the copy efficiently so that the client does most of the heavy lifting.
I’ve also talked about the secret of success in copywriting and in any business. It’s represented by just two letters. Intrigued? Find out more by watching the recording. (19 minutes).
Here is the PowerPoint presentation.
Session 9: Pitch Night: Presenting your copywriting work to the client
Session 10:Pricing, packaging and promoting your copywriting business
Here is the live video for this week. Please note that it only covers up to the breakout rooms.
Session 11: Feedback on presentations, managing client conflict, building your business
Session 12: Wrapping up: How to find (more) clients, introductions to more clients
If you have the chance please take a look at this wonderful video – What I learned from 100 days of rejection. It’s a great TEDx talk that shows how powerful we can be when we don’t fear rejection: https://www.youtube.com/watch?v=-vZXgApsPCQ&feature=youtu.be
We will use the script template in the session and have some fun role playing that so you get comfortable discussing fees.
You are welcome to use this quote template for any proposals you would like to submit. This is quite a formal document but sometimes you may just use a few dot points in an email to summarise the discussion and that will be sufficient.
Discovery Call Quote:
Here is a Discovery Call quote document. This process enables you to get paid for your briefing time.