What to give a copywriter so the copy targets the right buyer

Most copywriting projects fail not because the writer lacks skill, but because they received unclear direction about who they're selling to. Before you hire a copywriter to craft ad copy or sales pages, you need to know exactly what information to give them—and the copywriter who asks for it first is the one worth trusting.

The difference between copy that sits idle and copy that converts usually comes down to one thing: the writer understood the buyer, not just the product.

Define your actual customer, not your assumed one

Many businesses hand a copywriter their company description and expect magic. What you actually need to supply is a clear picture of the person you're trying to reach. Not "young professionals" or "busy parents." Real specifics: What keeps them awake at night? What have they already tried that didn't work? Where do they go when they're researching a solution?

If you're selling accounting software, the buyer persona looks completely different depending on whether you're targeting overwhelmed sole traders doing their own books or bookkeepers looking to serve more clients. The pain points, the language, the objections—all different. A copywriter who doesn't dig into this will write generic copy that speaks to everyone and converts no one.

Bring your copywriter data if you have it: customer emails, objection records, chat transcripts, previous feedback. If you don't have data yet, sit down and describe three recent customers who actually bought from you—what was their situation? What convinced them? What nearly stopped them? This directness saves the copywriter guesswork and saves you money.

Explain what you're selling and what it actually solves

This sounds obvious, but most copywriters receive vague briefs. "We're a wellness platform" or "We sell financial services." That tells the writer almost nothing.

Instead, give specifics: What does the product do step-by-step? Who else offers something similar, and how is yours different—not in features, but in outcome? What's the most common reason someone chooses you over alternatives? What's the result they get that they couldn't get before?

The copywriter also needs to know what *isn't* included or what the buyer shouldn't expect, especially if there's a common misconception. If you're selling a course on social media marketing but it doesn't cover TikTok, say so. If your service requires a minimum contract length, mention it. Copy built on false promises generates refunds and complaints, not revenue.

Share your offer structure and any constraints

The same product sold on different terms needs different copy. A one-off purchase reads differently from a subscription. A limited-time discount creates urgency that a permanent offer doesn't. If there are restrictions—geographic, eligibility, timing—the copywriter needs to know upfront so they can build them into the pitch without feeling like an afterthought.

Also tell them what you're *not* discounting or changing. If price is fixed, say it. If the deal is final, be clear. A copywriter working within honest constraints will write persuasive copy that doesn't set false expectations.

Clarify where the copy lives and who controls follow-up

Ad copy for Google Search needs a different rhythm than copy for an Instagram carousel ad. A sales page needs different structure than an email series. A copywriter who knows the channel can write copy that actually fits it—length, tone, call-to-action style, all aligned.

Also explain what happens after the click or the form submission. Does the buyer get an instant reply, a human email, a booking link? Do you have a follow-up sequence ready? A copywriter can't write effective conversion copy without knowing whether the next step is seamless or broken.

When you hand a copywriter this level of clarity—buyer psychology, the real problem you solve, offer terms, and the channel—they shift from guessing to writing. They ask fewer questions because you've preempted them, and the copy they return actually speaks to your buyer instead of floating in the void.

Finding a copywriter who knows what to ask for and acts on your answers is how you separate productive spending from wasted budget. On Strove you can find specialists who dig into this work properly before they write a single line.