Pacing and Leading Your Copywriting Assignments
by Dina
Giolitto
Yes, a good copywriter
"paces and leads" the reader in the copy that she writes for
her clients. But did you know? She must also pace and lead
as part of successful copywriting project management.
If you're a copywriting
or marketing consultant, you know the frightening feeling
of having stated on paper that you plan to have a project
completed for a client by Date X, and then knowing that client
is not rolling out feedback and updates fast enough to make
that deadline reality. If the client is someone familiar and
trustworthy, okay, no big deal. But if it's a new person on
whom you want to make a favorable impression and do a good
job, this can be quite a predicament.
So, what do you do? Bite your nails and
suffer through sleepless nights? Start work with someone else,
hoping that if your client has gone away, she'll "stay away"
until you're ready to resume the work?
No. Unfortunately, you're going to have
to be proactive in pacing and leading that project. If your
client is clearly waffling along, then you have to take matters
into your own hands. Is she withholding information that you
need to progress further? Then you must clearly state that
in writing. Remind her of her own deadline, which you committed
your signature to.
Give your client constant progress updates
along the way and request more information repeatedly. If
the information is something that she can provide in bulk,
ask her to hit you with it all at once and then pace and lead
yourself. If she refuses to relinquish control, then do your
best to keep at her, keep at her and keep at her some more.
Your client cannot fault you for being fastidious,
or for requesting needed information. Even though you may
feel like a pest, if you're not receiving, then you must ask.
There is no way around it, if you ever expect to make the
completion date.
If the deadline is fast approaching and
the project goes unfinished, you must beat your client to
the punch and let her know that the work has not been moving
along at a desired pace. Again, state in writing that your
needs have not been met, and have your email and drafted evidence
stacked up in case she tries to put the blame on you for not
being vigilant.
Pacing and leading the project is NOT one
of the most exciting parts of delivering good copywriting
service, but it's something that needs to be done if you
can see that your client has no sense of timing. Do not think
that if your copywriting client pulls a disappearing act,
you're permitted to do the same. It's not responsible, and
it's certainly not professional.
Better still, avoid signing any contractual
agreements that lock you into a final due date. You really
never know what circumstances could throw the project off
course. Whether it's a difficult client, an unexpected illness,
or some other unforseen event, just about anything can throw
your schedule off course.
If your client does decide to stick you
for the last payment because she's arguing that you didn't
make the deadline, consult with a lawyer if you have one.
Otherwise, cut your losses and make a promise to yourself
to pace and lead every project from now on. Better still:
next time, don't commit to a deadline in writing!
Copyright 2005 Dina Giolitto, Wordfeeder.com
Copywriting and Marketing. All rights reserved.
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