What are the best ways to ensure your copy meets a client's expectations?

Keep in mind that not all clients will give you a creative brief. (I've been doing this for 20+ years, and I'd say more often than not, there's NO brief.) If the client doesn't provide a brief, create one and make sure you get approval from the client.

Understanding the brief is probably the most important step. As a contractor, make sure you understand precisely your client's objectives but also the brand. First, this means understanding the brand identity, its positioning and the image the client wants to convey to his audience. Then, it also means understanding the project: why writing this copy, why this is important, which emotions and actions to trigger, who the target is or what are the communications channels. In a nutshell, making sure you get the big picture! I recommend clarifying any single dark spot to ensure you both are aligned. You can use the classic 5Ws and 1H framework.

To meet a client's expectations with your copy, start by understanding their needs and preferences clearly. Communicate openly, ask questions for clarity, and adhere closely to any guidelines provided. Share drafts early for feedback, maintain regular communication, and meet agreed-upon deadlines. Ensure your final copy is polished and error-free, seeking formal approval before proceeding. Reflect on past projects to improve your approach for future ones.

Note that not all clients will provide you with a comprehensive brief, which is where your expertise comes in. You need to ask questions where you find gaps in the brief, making sure you understand exactly what the client wants. You're delivering the client's needs coupled with your expertise, so make sure you have as much information as you need. One advise I can give you is create your own questionnaire, and familiarize yourself with writing models. The more you know, the more utility you can provide to write the perfect copy. Understand the goal behind a specific piece, what the client expects out of it, and what platform it's going to be published on. If you follow these guidelines, your client's going to be a happy camper.

One of the biggest oversights in any project spec? Failing to ask clients what they DON'T want. Meeting their wants is one thing, but an enormous gap exists between meeting them perfectly and meeting them barely. Asking what to avoid narrows that gap. Often clients have not considered a "do not want" approach until first—or distressingly, final—drafts. Or they have clear avoidance areas—which they never communicated to you. And you just walked into that field of landmines. Discuss audiences to avoid, verboten language, and unsafe topics that might arise. Asking focused questions about similar past projects that failed, alienated, underperformed, or were counterproductive will align your efforts and narrow the good-great gap.

After understanding the brief, I get approval from the client on an outline or copy wireframe (depending on the type of project) before submitting the final version. This helps to make sure everyone’s on the same page from the start. This way you can also can offer them direction and insights before submitting the final deliverables.

This is a key aspect, but define clear boundaries at the outset to protect the creative process. Agree review milestones and stick to them. Don't encourage the client to review too many rough, underdeveloped work as missing context can often cause confusion and make your client stress that you're not matching the brief.

Ask your client how they prefer to communicate and set up methods and a schedule that work for both of you. Set clear boundaries upfront and stick to them. Your client will appreciate the professionalism and you’ll be better able to stay focused on the work.

Communicating with our clients (tender writing) is more about driving them to provide their inputs not in gaining their trust. We write a lot of material to deadlines and meeting frequency by necessity increases the nearer to the deadline.

I've said this before and I will say it again, nobody has ever fired a copywriter because they communicated too much. 1. Give weekly updates 2. Send video explainer to any changes you've made in the copy

I recommend that you always get brand guidelines and tone of voice documents off your client before starting any job. These guidelines will pave the way for what you’re writing, it’ll influence every word. Without it, you can’t do your role as a writer. If they don’t have it (it happens) you need to have a call with that client and ask them as many questions as you can to understand their brand and tone of voice. Oh, and recommend that they speak to a brand agency and get these created - they’re SO important.

If your client doesn't have a Brand Voice Guide, you can offer to create one at a set fee. The BVG is the backbone of all marketing and messaging and aligns the feeling of the brand with the end consumer. So, start there. For other guidelines, it's best to follow the rules your clients lays out for you. If you feel something needs to be changed, you can make a case for it, but make sure you have good examples. Sometimes rules are meant to be broken - but only if they help increase the bottom line.

Your writing style will 90% not be what the client is looking for. It's important to understand what their style and tone is. I suggest: 1. get their brand guide in the first call itself and take some time out to read and understand it 2. go through their previous documentation and literature to study how they write in terms of theirtone and voice

Review processes are absolutely key. You should review the client's comments and make changes wherever appropriate. It is important to push back if the client's comments or recommmendations are not appropriate or contrary to the objectives.

In my experience, a lot of miscommunication can be avoided by simply walking the client through the copy during review, as opposed to handing it off without explanation. This allows you to explain your thought process for each piece or section, referencing back to the brief or overall goal of the assignment. If you can't do that, send a note or email with the work that provides context for what they're about to review. Trust me, it makes a huge difference in clients' perception of you. It also strengthens trust on both sides. They'll love you for it.

If you have to ask this question you are already losing. The key to delivering elite copy to a client is this: Be confident enough to know they NEED YOU, you don't need them. When you are an elite writer there is endless work. So work harder. Become a better writer. Be so good you are arrogant. Be so arrogant you know that YOU are the on the client needs, not the other way around. You tell the client what good copy is. You show them with results. Boom. Thanks for hanging out with me during Super Bowl Sunday now go get back to work rookie.

While many copywriters focus solely on understanding the pain points of the target audience, I recommend focusing on your client's pain points as well. It will help you stand out among others and increase your chances of getting a retainer client.

It is perfectly normal to second guess yourself and want answers from people in the industry, specially if you’re just starting out. Imposter syndrome exists, even some of the most successful people have it. So don’t listen to people who tell you that you can’t ask this question ☺️

Listen to your clients about their problems, desires, frustrations, obstacles, hesitations and point-of-view. Replicate it as much as possible. This will meet their expectations. And makes them feel like you're in their head.