Technical task. How much pain and tears this abbreviation hides. Especially I will be understood by specialists who, 8-10 years ago, also began their careers on copywriting exchanges. We also rewrote the texts several times, because the customer said, not all points from the Technical task were fulfilled.
But even now, the most painful and offensive thing is when the edits come based on nonexistent points from the terms of reference. For example, a client indicated an inaccurate volume, and then complains that the text is too small. Or when they set only a general topic (“Write me a text about plastic windows”), and then in the correspondence they accuse of incompetence, they say, it was necessary to write only about its characteristics, and not life hacks for self-assembly of windows.
So that's it. There are two main ways to quickly and efficiently work on orders and not cry afterwards at night:
not to work with a Technical task with vague formulations and inaccuracies (in 9 out of 10 cases, problems later arise with them);
teach customers to give correct terms of reference.
But if copywriters abandoned every “inaccurate” Technical task, then now not a single representative of this profession would have survived. In case of lack of data, experienced specialists ask the client to additionally fill out a questionnaire, where it is requested all the necessary information. But often very busy businessmen do not even find time for this and end up with a low-grade content, or high-quality content that does not meet expectations.
It remains to teach clients to correctly formulate the terms of reference, but we will talk about this in one of our next materials. And now we will talk about the sore point - common problems when working with customers, who do not allow you to write the content that you are counting on.
This article will cover the following questions:
Text or article?
Why is it important to provide background information about the company?
Why so expensive?
How not to write a Technical task.
How to draw up the terms of reference if you want to get a high-quality text.
Why doesn't a copywriter's text sell?
How to choose an intelligent author?
What do copywriters expect from customers?