I quoted a potential client recently on a project and lost out…
You win some, and you lose some, right?
Following up with the marketing manager, she explained that they chose a supplier directly linked to veterinary education.
The project comprised a rewrite of the company's website focusing on SEO (search engine optimization). The company provides online and hands-on RACE-approved veterinary training.
In my initial discovery phone call, she asked if I was a veterinarian; I'm not.
She believed it was important for the copywriter to have this background due to the highly technical nature of the courses.
I explained that I was a former veterinary assistant who tackled technical veterinary and animal health topics in my prior work and didn't foresee that as a stumbling block.
More importantly, I stressed that grasping the technical aspects of the writing was critical, but equally, so was the copywriter's expertise in SEO - because the purpose of revamping the website was to gain exposure to a more global audience.
In addition, I raised the point that the revised copy would also need to address why a veterinarian would opt to pay for one of their courses versus enrolling in a free one sponsored by an animal health pharmaceutical.
She agreed that, yes, that would need to be addressed.
And this brings me to my point, which isn't to whine about losing a project.
For those of you seeking a copywriter for "technical" projects such as veterinary, medicine, finance, etc., a background in the area definitely helps.
But don't get hung up on that.
Ensure you understand your project's focus and its components. Then, select a writer who can best achieve your desired outcome. A person experienced in the field may only sometimes be the ideal choice.
That individual may have the technical know-how, but what about the copywriting chops?
Technical clarity, no doubt, is essential to the project I just described and lost out on.
Still, the other parts, knowing how to write well-optimized web pages that drive traffic and writing persuasively, are pieces to the puzzle that, if missing, can bring disappointing results.
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Suzanne Quigley - Copywriter