Tips, news and views from Green Light Copywriting

Getting the best from your freelance copywriter: five top tips 4 April 2025

Your freelance copywriter and you – with the right approach, it’s a winning combination. But how do you work together to make your content a success?

Here are my tips for making that happen, drawing on my experience of keeping customers happy by writing about everything from aerospace components to luxury chocolates.

1. Start at the end

Begin at the end. Because your content should be defined by the impact you want to have. Before you can expect your copywriter to understand what you want to achieve, you need to make sure you do. Define your goals and ambitions for this particular piece of content, whether it’s web copy, a blog article or brand content. Drill down into what you want to achieve and how the content will align with your overall content plan, tone of voice etc. More insight means means better insight for your copywriter, which means they can do the best job for you.

2. Set out your special mission

Your freelance copywriter should be keen to get to know you and what you’re about. Think of it as a special mission you’re working on together – minus the secret dossiers. This is the time you brief your copywriter, sharing any information you think is relevant. Conversely, they should be asking you plenty of questions about what you want to achieve from your copy.

Are you looking to promote a particular message, keen to create a fresh tone of voice for your business or hoping to reach a new audience? Let your copywriter know exactly what you’re after. Bring along examples, ideas and random thoughts, even if they’re scribbled on the back of an envelope. Less is more in content, but more is more in content planning. That’s why I always tell my clients that too much information is better than too little in the early stages. Beyond just setting out a clear brief, this is about communicating the whole context for the project: wider goals, industry, expectations, and more.

3. Get in sync

Singing from the same hymn sheet, talking the same language – however you say it, it boils down to the same thing. Does your copywriter get it? Are they clear about what you want your copy to achieve? Do they have a complete overview of your aims and ambitions for your content? This is all part of the crucial early stages. Are they asking you the kind of questions you would expect to hear? Are they also asking you the kinds of questions you might not have expected to hear? These are useful clues that you and your copywriter are in sync.

4. Define your boundaries

According to the experts, a healthy relationship needs clear boundaries. Your interaction with your copywriter is no different. This could be the basis of a great future of working together, after all. Right from the start, you and your copywriter should establish clear boundaries around expectations for the project. This is vital for issues such as timescales and costs. Check that your copywriter has given you a clear schedule for the delivery of your copy. Get this conversation going as early as possible to keep your project on track. However, this is the real world and priorities don’t always stay the same. If there are any sudden changes to what you want from your copy – or when you need it – let your copywriter know as soon as possible.

5. Keep the lines of communication open

So you now have a productive working relationship with your copywriter. That’s great. But don’t lose out on all that useful knowledge once the project is over. Your copywriter has spent time really getting to know you and your business. They’ve developed a keen sense of your aims and priorities for your content. Make the most of that by keeping in touch with your copywriter. After all, they have both an inside and an outsider perspective on what makes you and your business tick.

Useful questions to keep in mind

To enjoy a smooth content creation process, ask yourself the following:

• Does your copywriter have a complete overview of your content goals?
• Is your copywriter speaking the same language as you?
• Are the boundaries clear between you and your copywriter?
• Are you making the most of the insight the writer has into your business?
• Is your freelance copywriter happy to “course correct” when the draft content or project requires it?

A good copywriter will want the best for you and your content. By keeping these tips in mind, you’ll be more likely to enjoy a happy, productive working relationship. That really matters. Because the stronger the working relationship between copywriter and client, the better the content. That’s a truth borne out many times over by my professional experience. Not that you need to have an in-depth rapport for every tiny project. A great working connection doesn’t have to be lengthy and drawn-out to be effective, but it does require clarity about goals and expectations. Get that right and you’ll get the best from your freelance copywriter.