The interview. It’s a fueling station for many commercial copywriters. We use it to nestle into clients’ brains, pull on their uniforms/business suits/bathing suits, mull, savor, and digest.
At MarketSmiths, we leverage a downright ravenous interview process for all clients, regardless of the copywriting services they choose. We call it a Content Strategy Session (CSS). We refuse to either use a standardized questionnaire, or give you cookie-cutter questions. Here are three reasons why.
Reason #1: Mass-produced questions are for mass-produced copy. To uncover a company’s essence, we’ve found it best to lightly guide the conversation, stopping to examine intriguing nooks and stroll down unexplored alleyways. Not only is it more fun, it yields richer insights and deeper information. It’s the doorway to your company’s soul—and the fact that your company has one at all makes all the difference for your clients.
Reason #2: A standardized questionnaire charts a narrow path, whereas an open platform leaves space to play and explore. We do this with curiosity, incisiveness, and a broad filter for what’s useful—and what’s not.
Reason # 3: We don’t call it a “Content Strategy Session” for nothing. Behind each of our interviews is a strong backbone of strategic insight. And it never slips out of sight.
Strategy means putting everything into rich context—not only for your customers and in your marketplace, but also in your design, on the page, and in your reader’s brain. As we peel back your unique layers, strategy helps us design a blueprint for copy that charges your company forward—and ahead of competitors.
Work with us, and you’ll see: nothing fits better than custom made.
