B2BQ&A 109: What’s the worst thing about briefing a B2B copywriter?

B2B Q&A | Your B2B content questions, answered

In an ideal world, a B2B copywriter can read your mind and conjure up the most perfect piece of content you could ever dream of. But here in the real world, there’s briefing to be done.

And in this episode we answer a question from freelance B2B writer (not to mention Radix founder, and original host of this here podcast) Fiona Campbell-Howes, about what happens when briefings go wrong:

“We hear lots on social media about what writers find frustrating about their clients. But I’d be really intrigued to hear things from the client side: what do marketers find frustrating about writers that they work with? And what can we do to make things better for them?”

We put Fiona’s question to Sally Adam, Marketing Director at the cybersecurity company Sophos. And, as you’ll hear, she gave us a brilliant and unflinchingly honest answer. Plus, four anonymous B2B marketers each get their own personal copywriter gripes off their assorted chests.

Also in this episode, Ettie Bailey-King joins us for the final instalment of her inclusive writing advice, and Vikki Ross shares a classic pro tip from copywriting legend David Abbott. And to help us navigate it all, we get fabulous insights and lots of laughs from our guest co-host Harendra “Harry” Kapur (whom you can also find on Twitter here).

You can read a full transcript of this episode at the bottom of this page.

How can copywriters make life better for B2B marketers?

Let’s be clear: Sally considers copywriters to be “hugely, hugely valuable”. But that doesn’t mean we can rest on our laurels. Writers can often give marketers a frustrating time – and usually, it’s when we forget the basics:

Actually listen to the customer

Copywriters are full of knowledge, enthusiasm, and good ideas – and usually that’s a good thing. But if it means you start to make assumptions about the brief, or you’re too keen to show off what you know, that can cause issues.

“The copywriter goes off and puts a load of effort in,” says Sally. “And you’re excitedly waiting for the piece because you’ve got a deadline. But when it comes back, they’re not matching up.”

Check our creative ideas

Often, a copywriter has creative ideas that go beyond the brief. And that can be great. But if you try to spring surprises on the marketer, that can be as bad as not listening in the first place. Instead, a quick call or email can confirm you’re on the right track.

“Do check in,” Sally explains. “Sometimes the answer is ‘No, that’s not relevant here,’ and sometimes it’s ‘Wow, brilliant connection; I hadn’t thought of that myself.’ But as someone who’s doing the briefing, you’d much rather have someone ask that question than go to all the effort of creating a piece that misses the mark.”

Brush up our soft skills

If the brief involves interviewing a customer or senior leader, the writer’s behaviour reflects strongly on the marketer. And impressions really matter.

“I’m putting you in the hands of a valued customer, whose business we really value,” Sally says. “You’re representing me. We can work on the actual copy that comes back, but the experience the interviewee has with the copywriter is not going to change. That can make or break relationships and have a wider business impact.”

We’ve packed a lot into this episode. Here’s where to find it all…

0:59 – Meet the hosts: David McGuire and

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