The Fine Print and Frequently Asked Questions
- What will a professional writer do for my company that
I, or my employees, cannot do? - Is it true that a good writer writes differently for different
mediums? - What questions should I ask a writer before hiring him/her?
- What should I expect if I choose you?
- What does an estimate include?
- What is NOT included in an estimate?
- Do you require a contract?
- Do you require a deposit?
- Will you accept payment in installments for services rendered?
- Do you charge for the initial consultation?
- How do you charge for your services?
- What if I need more than a copywriter?
- What happens if I change the direction of a project?
- What happens if I cancel a project?
- How do you deliver the final copy?
- What is the best way to reach you?
Question: What will a professional writer do for my company that I, or my employees, cannot do?
Answer: Lots. A professional writer does more than translate your thoughts into complete sentences on paper.
Heck, the good ones will even make it a point NOT to use complete sentences…when the occasion calls for it.
As any writer worth his/her salt will tell you, writing that compels and sells requires more than proper grammar. It demands a skilled individual to, often times, take enormous lumps of information, synthesize those piles into their basic components, then resurrect that data in a cohesive, engaging, readable format.
Through this process, a good writer will generate a fresh perspective on what is often stale or inadequately expressed information. He/she will plunge both hands into the project, twisting and shaping the content into a product that not only reflects your company’s character and goals, but a product that appeals to your target audience.
Question: Is it true that a good writer writes differently for different mediums?
Answer: Absolutely.
Take the Web, for example, and contrast it with a standard press release. In most situations, good Web site copy is written in an intimate, conversational style that is clear and concise at the same time. It flows quickly from one thought to the next, occasionally using incomplete sentences as one might expect in a conversation between two people.
On the other hand, a press release is made up of bare-bones facts. It tells you who, what, when, where, why and how. That’s it. No fluff. No warm and fuzzy feelings. No establishing a relationship with the reader.
A good writer will appreciate the differences inherent in the various mediums for writing and, more importantly, will be able to produce those differences.
Question: What questions should I ask a writer before hiring him/her?
Answer: First, pin down your audience.
Do you need copy for a consumer or copy for a business? Business-to-consumer copy requires creativity, verve, and the ability to motivate a consumer to take action.
Business-to-business copy, however, requires a more professional, sophisticated style. Business buyers won’t suffer through fluff. The copy needs to be direct and illustrate the value of your service to that business.
After you’ve isolated your audience, ask for writing samples from your potential writer to make sure he/she can give you what you need.
Examples:
Press Release Writing: Press releases are very formulaic, so expect a good writer to understand this. Editors are picky, picky, picky, and if they don’t receive your press release in a format they are expecting and like, they’ll trash it. Press releases should be factual, objective, and should only use flowery adjectives in quotes attributed to someone worth hearing them from. Again, check your writer’s samples to see if he/she can accomplish this.
Website Writing: For website writing, all traditional bets are off. You are looking for a writer who can communicate in an intimate, conversational style. That means a combination of short and long sentences, small paragraphs, no big words, very little jargon and, on occasion, incorrect grammar. YES! Fragment sentences are acceptable and expected in this medium. Remember, it should flow like a conversation and conversations are not essays. Also keep in mind that a good web writer will use the word “you” approximately three times more often the words “we,” “me” or “us.”
Brochure Writing: Different brochures are written for different reasons. Make certain your potential writer understands this. A brochure written for cold calling (or walking) will not be the same as a brochure written for individuals with whom you already have relationships. Other things to look for in your writer’s brochure portfolio are: whether the writer provided enough information for the reader to feel he/she has learned something, whether the piece asks for a response, and whether it incorporates a call to action.
Question: What should I expect if I choose you?
Answer: Here’s the deal, whittled down to its itty-bitty parts.
- You and I have a short chat over the phone to determine the scope of your writing project(s).
- I create and send you an estimate and letter of agreement based on our initial conversation.
- Once you approve the agreement, we set up a second meeting. Prior to that meeting, I will e-mail or fax you a brief questionnaire to help prepare you for the questions I need answered.
- On our second telephone call, we flesh out the details. At this time, I will collect a signed copy of our letter of agreement and any deposit for services that may be required.
- After that, you lay everything you’ve got on me…previous marketing materials, market research, company information, web content, etc. Once I’ve reviewed these materials, the dirty work begins.
- Super-charged with an ice-cold Coke and whatever chocolate stash I’ve yet to decimate, I’ll hunch behind my monitor pounding out a dazzling product.
- Upon receiving the first draft, you will have the opportunity to submit any changes you find necessary…within 10 days please.
- After you approve the project, or 10 days has passed without a request for revisions, I’ll send out a final invoice.
Question: What does an estimate include?
Answer: A pre-determined number of meetings, research, concepting, project coordination (for turnkey projects), writing, and a pre-determined number of revisions.
Question: What is NOT included in an estimate?
Answer: Additional interviews not specified in the initial agreement, mileage to those interviews, courier services, long distance phone calls…basically any extra expenses incurred on my part that you have approved but that are not specified in the initial agreement.
Question: Do you require a contract?
Answer: In most cases, no.
A letter of agreement will usually suffice, with the exception of long-term, complicated projects or other extenuating circumstances.
Question: Do you require a deposit?
Answer: 50% up front and 50% at completion for projects totaling less than $5,000. Payments in thirds for projects greater than $5,000. Payment up front and in full for retainers.
Question: Will you accept payment in installments for services rendered?
Answer: Depending on the size and nature of your project(s), invoices can be billed in halves, thirds or quarters. Remember, I’m a writer not a mathematician. Computing fractions below ¼ is asking for trouble…BIG trouble.
Question: Do you charge for the initial consultation?
Answer: No. The initial consultation is free.
Before you commit to a writer, you must be confident you are choosing someone who will provide the creativity, clarity and compelling copy you need. That’s why I offer a free half-hour consultation, during which you can ask me questions about my approach and I can more fully understand your goals. From there we decide whether a working relationship would be successful or, instead, if you’d be ready to throttle me by the end of the project.
Question: How do you charge for your services?
Answer: By the project.
Some of my services include:
- Long Sales Letters
- Lead Generation Ads
- Special Reports
- Website Copy
- Advertorials
- Articles
- Brochures
- Corporate image pieces
- Direct mail
- Editing/rewriting
- Newsletters
- Postcards
- Turnkey projects
Question: What if I need more than a copywriter?
Answer: If you need help finding a graphic artist, printer, web developer, videographer or more, turnkey projects are available. Each industry representative you require is handpicked to work well with your personality, to pursue your vision and to achieve your goals.
Question: What happens if I change the direction of a project?
Answer: I string you up by your toenails. No, not really. All kidding aside, I understand projects can change and grow in unanticipated ways. However, you can expect to be billed for all work completed up to the point of change…and of course…all subsequently approved work.
Question: What happens if I cancel a project?
Answer: Cancellations happen for a variety of reasons, many of which may be out of your control. I understand this, but you will be billed for all time spent on your project up to the cancellation point.
Question: How do you deliver the final copy?
Answer: By e-mail, fax, diskette, hard copy, or hairy gorilla suit. (Additional charges may apply for the latter form of delivery.)
Question: What is the best way to reach you?
Answer: E-mail or phone. Carrier pigeon is also an acceptable method, but tends to be somewhat unreliable.
*For all other projects, please contact The Write Solution for a formal quote.
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