What industries do you work in?
I’ve completed projects across a fairly wide spectrum. I write web copy for marketing agency websites, newsletters for global manufacturers and restaurants, white papers for technology firms, e-books for higher education, case studies for a global real estate company. There’s more, but that should give you an idea about what I’ve been up to.
Seems like there’s a million freelance professional writers out there – website writers, direct response writers, ad writers, radio script writers and on it goes. How on earth do I decide?
Writers, freelance and otherwise, cover a lot of territory. One writer may be able to deliver effective radio spots and another may not. A safe bet is to work with someone who aligns with your needs. I’m not sure decades of experience is an automatic plus, but at times it will be. Pay close attention to response times to your initial e-mails and phone calls. There are many kinds of writers – direct response writers (not me) TV and radio script people and so forth. Beware the writer who does it all. Writers have specialties. Take your time. Read sample copy out loud, this can really help. In this, as in many other areas of life, you get what you pay for. Spend a few shillings, take your time, reap the rewards.
What makes you different?
Couple of things. I work most often as a business to business writer. I specialize in long-form writing projects mostly for complicated products and services. I work like a demon for my clients and to improve on what I bring them. I believe that clear, straightforward communication — simple, lucid writing — is critically important for any business. I have expertise in website copywriting, case studies, white papers, E-books, press releases and ad copy.
I’ve heard that writing for the web is different than writing for print. True?
A web writer has to think and work differently, that is true. A lot depends on the audience. A B2B site can get away with more content because generally business people are trying to solve a specific problem and they will wade through more verbiage if they sense a solution might be at hand. B2C requires much tighter constraints on copy length. Headlines and taglines are very important on the web as people scan, rather than reading line by line. That’s a brief answer.
I wouldn’t know how to evaluate a freelance professional writer, a website writer or any other kind of writer for that matter. What should I be looking for?
Different media require different approaches, but a couple of things can help you. If you’re looking at sample material, (any kind of sample) I’ll say it again, read it out loud. Poorly written copy rarely passes this test. If it’s clear and concise you’ll hear that. It will make sense and most important, it will feel true. Be on the lookout for sentences that are just too wordy. Effective copy relies on simple, clear passages that deliver meaningful information. Watch out for cliches. (“You’ve come to the right place!”) Also — look for tone that is appropriate to the mission. Content for an international finance firm is not chatty and informal. Content for your local neighborhood association should be exactly that.
How does the process work? What do I have to do?
You’ll need to make yourself available. If you can’t give me your time, I can’t give you my best work. Generally there are similar pathways for most projects. I’ll ask for anything you can lay your hands on; business plans, older brochures, anything to help me tell your story. Depending on what you have, (or don’t have) I may create a creative brief to help me understand your company, your USP (unique selling proposition) and your customers. The agencies I work with sometimes (actually, rarely) provide me with a creative brief that provides a treasure trove of information that I work from. Sometimes I will help you create your own creative brief. It all depends on the situation. A lot of my work depends on interviews that I do with principals.
Do I have to sign a contract?
Yes. Painless.
Will you write a short sample for me so I can be sure you can handle my specific project?
I am no longer willing to “audition” for a project. The only exception is when your project is sufficiently large that an initial “test phase” helps both of us. What I am happy to do is point you to many samples and refer you to many happy clients.
What is SEO copywriting? Can you do it?
Carefully researched keywords (developed via keyword research) help the spider technology that search engines use, to find you. There are many issues but they are knowable and can change the course of your business. I can help you with seo, yes.
How much do you charge?
I need a professional writer. How do I know if you’re the one?
Ask me lots of questions. Ask me what kind of work I’ve done, who I have worked for. Read my samples. Decide if you feel comfortable based on your reactions to my site and our initial contact. Do you feel listened to and respected? Does it feel as though I’m interested in you and in the goals you have for your business? Does it seem likely that I’ll be able to understand your business? Ask to speak to my clients. I’ll be glad to give you their numbers..
What is tone of voice?
Tone of voice as a business writing concept is most popular in the UK, although it is gaining adherents here in the States. TOV recognizes and celebrates “voice” as an expression of a company’s brand, and as a unique way of differentiating one firm from another. Read my book review about tone of voice here >>.
