Are you asking your sustainability copywriter these 8 questions?

Have you ever kicked-off a discovery call with “So…tell me about yourself”?

Ah, who hasn’t?

That dreaded, age-old question.

Fun fact: it’s doing you dirty. Both you AND the copywriter.

You want to communicate effectively. To find out if you’ll work well together. To see if you’re values-aligned.

So, don’t dilly-dally.

To spare the copywriter the mini heart attack, pick and choose from the 8 questions outlined below.

Best questions to ask a sustainability copywriter

How do you avoid greenwashing?

Greenwashing is everywhere.

Ever seen an ad that barks “our product is GOOD for the planet”?

Greenwashing.

A label that brags the bottle “does not harm the environment"?

Greenwashing.

A gas giant that flaunts its (non-existent) emissions-reduction targets?

GREENWASHING.

(I swear, this actually happened)

Source: https://www.atmospheric.agency/

The best sustainability copywriters avoid greenwashing like the plague.

After all, it’s not enough for facts to be simply correct. They must represent the genuine impact.

Ask your writer how they communicate sustainability without falling prey to greenwashing.

How do you approach the use of persuasive techniques in your content?

Our world is plagued with overconsumption.

And using scarcity tactics to sell MORE doesn’t exactly scream “sustainable”.

In fact, many sustainability copywriters refuse to use them to encourage more consumerism.

Make sure you’re on the same page by explaining what aligns with your brand’s messaging and what doesn’t.

How do you approach writing content on a technical topic?

I think it’s safe to say that writing technical pieces for sustainability-focused companies requires more research than the average fashion blog.

And one of the things that sustainability writers do best is simplifying complex concepts.

Don’t overwhelm them with questions about their method - just get an idea of how they execute it.

How do you like to receive source material?

With the sustainability landscape constantly changing, crafting great copy involves a lot of research.

And remember - each copywriter has their own unique working process.

While one will be happy with a data dump, another will detest having to sift through so much information.

Different projects will call for specific research methods, and it pays to know how your sustainability copywriter works most effectively.

What’s your working style?

We all work differently.

Some of us like to execute projects independently, while others value teamwork. Some appreciate weekly updates on a project, and others prefer a hands-off approach.

In my experience, the best partnerships flourish when both you and your copywriter can complement each other.

Don’t demand that they completely change the way they do things (they wouldn’t expect you to).

Rather, be open to adapting for the best possible outcome.

(just kiddingggg)

Remember, you want your copywriter to work their magic. So, try to find the balance between what works best for both you and them.

And don’t forget - tell them about your own working style. Don’t leave them guessing.

Together, you can reach a mutual understanding and set realistic expectations for each other.

How do you approach researching and understanding a target audience?

You already know that copywriting without audience research is…pointless. Understanding WHO you’re speaking to is fundamental to great copy.

Your sustainability writer will appreciate information on client personas, the market, and competitors.

If you have none of that, that’s okay. Just make sure they have these nailed down:

• •Where the personas spend time (digitally).
• •Their challenges, interests, and aspirations.
• •How your product or service helps them solve their problem.

How do you balance informative content with engaging storytelling?

Often a copywriter’s job is to empower, intrigue, and inspire. All while selling your product.

Spark a conversation about storytelling and how they use it in their content. Or, ask how they’d approach communicating your brand’s message.

How do you adapt your writing based on performance data?

Copywriting without strategy is a shot in the dark.

It could convert. Or not.

As their marketing manager, you should (hopefully) provide them with feedback on what’s working and not.

They’ll adjust their writing based on your data-driven insights.

If relevant, start a discussion about how they would change their approach in response to feedback.

Looking for a sustainability copywriter?

Book a call with me to chat about copy for your brand.