Don’t Overlook These Three Important Considerations
If you’re a
business seeking to hire a freelance writer to help with your marketing, you’re
in luck. It’s a buyer’s market out
there.
You’ve got many choices. There are senior people – including
journalists – who’ve been laid off from their companies due to the
recession. There are kids fresh out of
college who will work for little or nothing (internships). There are even
writing “chop shops” in India and other places that will churn out
“plagiarism-free” and “copyscape proof” articles for a song (at least
according to a poorly written email pitch that I recently received). There are established firms (like mine) that
often will take on writing assignments for non-retainer clients.
Before hiring a
freelance marketing writer, it’s important of course to ascertain that the
writer has:
- Verifiable writing samples (see here for a creative tip on how to verify work samples)
- Expertise in your industry, the topic, and/or the type of writing assignment
- Solid knowledge of grammar, punctuation, spelling, standard proofreaders' marks and other tools of the writing trade
- Recent references
But caveat emptor.
Here are three
equally important considerations when hiring a writer – things that aren’t
often asked or ascertained up front that can result in events that can make the relationship go sour later.
Confidentiality
and Security: How does the writer handle
your confidential information? How and
where is it stored, and how is it protected?
If your writer works remotely via WiFi from a work-sharing space or the
local Starbucks, how does he make sure that your confidential information and
work product don't get lost or stolen?
Does he use thumb drives or mobile devices to store your work? Does he seem cavalier about privacy and
personal security?
How does your
writer treat the client relationship – as a confidential relationship or as
public information to share on Facebook, LinkedIn, his blog, or Foursquare? (Tip:
If client confidentiality is important to you, make sure to check out the
writer’s social media profile before hiring him. And then agree up front on any confidentiality requirements.)
Technology
Practices: Does your writer regularly
back up his work product to off-system and off-site media? How frequently? Is the writer sending your work product or
confidential documents using free email or FTP services – or does he have his own
domain name/secure email server and secure email account? Does he have a clear-sounding telephone line,
for conducting phone interviews or participating in conference calls with
you? Does he run a second digital recorder when interviewing an important product expert or a customer?
Business
Practices and Comportment: Does the writer have established rates and policies
for billing you, or does he appear to be making it up as he goes along? Does he
give you a defined statement of work and an estimate before beginning
work? If the writer works from a home
office, will there be a dog barking or toddler crying in the background during
your calls? When interviewing an important executive, does the writer type notes while conducting the interview
to “save time” instead of focusing on the interview and content
collection? Does the writer speak
clearly and understandably during calls, without trendy speech affectations
like vocal fry or up talk? Does he listen?
Does the writer
understand business email etiquette? For example, are his transmittal emails
written with the understanding that they may be instantly forwarded to
others? Does he understand that his emails may live in
your corporate archives far into the future, and act accordingly?
How do I know
that these things matter when hiring a writer?
First, because I am seeing more and more of my larger clients specify or prohibit behaviors in their contractor agreements. Which tells me that they have experienced some of these problems and their fallout frequently enough to warrant revamping a contractual document.
First, because I am seeing more and more of my larger clients specify or prohibit behaviors in their contractor agreements. Which tells me that they have experienced some of these problems and their fallout frequently enough to warrant revamping a contractual document.
Second, because I’ve been
hired by clients to replace other writers who practiced bad behaviors – not
because of the poor quality of their work product or their inability to meet deadlines. (In fact, I once acquired a new writing
client because the incumbent’s recorder batteries had run out during an important executive
interview.)
Experienced
working writers will have answers to the questions above. They know that their business is not just delivering marketing copy, but also delivering confidence and convenience for the client.