Why do copywriters need groundrules? Actually, it’s not just copywriters – most businesses need some guidelines for working with clients. Because business relationships are much like any other relationships, they can go wrong for very simple, very strange and, sometimes, unknown reasons. So it’s good to start as you mean to go on. It’s much easier to relax things later than it is to tighten them up.

Occasionally, clients get carried away and think that, just because you’re doing something for them, they own you while you do it. Some might feel it’s OK to call you after hours because they’ve thought of something they want done right away. Others may convince themselves they should get a “better price” and try to persuade you to change your mind.

So be very clear about what your clients can expect for their money. It should go without saying that you give them great value and unparalleled service. For some, sadly, this may not be enough to keep them happy.

These are some of the reasons you should establish ground rules. And they will help your clients to know exactly what they can expect from you.

Having ‘rules’ can be off-putting so make them look like guidelines for positive performance… Some people may feel that, as they’re paying you, they should be the ones calling the shots. So present your ‘rules’ as an extra way to ensure your clients get the best possible value for their money from you. Lay them out attractively. Use positive language.

1. Be friendly – but frank. Tell them you’re delighted they’ve chosen to work with you and that you want to give them your best. Explain that your ‘rules’ are designed to help you produce their best possible copy.
2. Avert potential problems. Not everyone is squeaky clean so, when you do compose your guidelines, send them to your clients in PDF format so they can’t alter them to suit their own purposes. It’s very easy to do this with CutePDF Writer, for example. It doesn’t cost anything to download from the Internet. And it’s a doddle to use. Simply send your document to print, choose the CutePDF option and, Hey Presto, you have an unalterable copy of your guidelines. You can send this to your customer as an e-mail attachment.
3. Bring in the benefits. Let clients know they can expect improved search-engine rankings or increased browser/buyer conversion rates – or something else that you know will appeal.
4. Give a guarantee. Clients like to know when they can get in touch with you and how soon they can expect a response. Even if you only work part-time, you can say that they’ll always have an answer within 24/48 hours – unless it’s the weekend. Or you’re on holiday… (Be sure to tell them if you’re going away!)
5. Set a time limit for revisions. Reasonable revisions should be part of your service but they should be completed within a month or, at most, 6 weeks. If you don’t make that clear at the outset, it’s hard to say ‘no’ if they come back several months later.
6. How much ‘reworking’ will you do? Will you put a limit on the number of revisions? Or will you keep going until your client is satisfied – even if their demands are unreasonable?
7. If you have to do more work, will you charge them for it? It’s best to be clear right from the start as it’s very hard to charge a client for revisions if you haven’t told them that you will.
8. Billing arrangements you can bank on. Maybe you need money up-front? Tell them what for, when and how much. If you want paid by cheque or you want paid in full before you sign off their project, make sure they know this before you start. It could save an argument later.
9. Give preferred contact details. Lots of people like email because you get a written record of what’s been said, by whom and when. But sometimes it’s good to talk. So, if you’re happy to do so, give clients your phone number. If you live near enough, you might want to arrange some face-to-face sessions.
10. Ask for feedback. It’s always nice to know how people have enjoyed working with you. And not so nice, but necessary, to know when they haven’t… If your clients can talk to you if there’s ever any problem, they‘re much less likely to ‘badmouth you’ to others. It’s a good idea, too, to see if satisfied clients are happy to give you a testimonial.

Thanks to Mindy Tyson-McHorse from AWAI for the inspiration for these ‘Guidelines’.