Hiring professional freelance copywriting is never
easy – even for the most basic writing project.
Just as you would never buy anything “sight unseen,”
you would most likely want to sit down and talk with
a writer, first, in order to learn more about his or
her capabilities. Secondly, you would probably want
to know if the two of you “click.” Thirdly,
and most importantly, you would need to gain an understanding
of how your prospective writer works.
The following questions are based on what I believe
you would probably ask me, if we were talking together,
in person, as well as questions I am routinely asked
by prospective clients.
Q. What
are your credentials and background?
A. With more than 20 years’
experience in the advertising and marketing industry,
I have a solid knowledge of basic marketing principles
and know how to write effective ad copy. I have worked
in both small and large advertising agencies, including
Arnold & Company in Boston, Massachusetts -- as
well as within corporate marketing departments. Many
firms have in-house creative shops where I have also
enjoyed the opportunity to do outstanding creative
work. In addition, I studied copywriting at local
colleges, and graphic design at Rhode Island School
of Design.
To round out my writing experience, I did journalistic
work for small newspapers and regional magazines.
And for several years, I served as editor for a corporate
sales and marketing publication.
Q. Do you
specialize in any particular industry?
A. No. Part of the experience of
working as an independent commercial writer is the
opportunity for constant learning. It is always fascinating
to me to get into the “nuts and bolts” of
a business or industry that is new to me. It can be
challenging at times, but I find constant variety
to be intellectually and professionally rewarding.
A partial list of industries I’ve written for
includes: retail: (fashion, jewelry, giftware and
home décor items) home décor, construction,
hospitality and travel, dining/entertainment, healthcare,
education, real estate, intellectual property protection,
information management, recruitment, manufacturing/wholesale,
and more.
Q. How
will I know if you can handle writing for my industry?
A. Because I am an avid learner,
I feel confident that I can perform in new industries
quite competently. Most often, it is a matter of carefully
researching my client’s materials and knowing
what questions to ask. I would suggest you take a
look at the Clients Page
to get a better idea of the types of businesses I
have written for. If you see something similar to
your industry, go to the Work
Page and browse through the writing samples you
will find there. Or, feel free to call me and describe
your company and the project(s) you may have in mind.
I’ll be happy to send you samples that most closely
reflect the capabilities you would be looking for.
Q. What
types of assignments have you done?
A. I have written everything from
short text for collateral pieces to strong sales copy
for direct mailers, flyers and hand-outs, to informative
text for product brochures and catalogs, to compelling
headlines for “concept” print ads, to lengthy
copy for sales letters and complex web sites, to short,
quick quips for :30 and :60 radio spots. What’s
more, I have composed newsletters, professional and
corporate “profiles,” advertorials, executive
speeches and CEO addresses in corporate magazines.
I have been called upon to help with product launches
and special branding projects, often involving the
creation of positioning taglines, product names and
more.
Q. What
kinds of audiences do you write for?
A. I write for both consumer and
business-to-business audiences.
Q. Why
do you refer to yourself as a “marketing consultant”
as well as copywriter?
A. I believe good copywriters are
marketers, first. By that, I mean they need to have
a thorough grasp on the fundamentals of marketing
and be cognizant of the power behind a good marketing
strategy. The best copy in the world won’t be
effective if it is aimed at the wrong audience, carries
an inappropriate tone for the company's or product’s
image or fights with other pieces already produced.
Simply creating copy without considering all the
elements that make up a product’s or service’s
marketing strategy is akin to pricing an item disproportionately.
Good copy results from sound marketing research and
strategy.
Q. How
much does it cost to hire you?
A. Cost depends on the project.
After reviewing the assignment you have in mind, I
will quote you a price, which I calculate based on
my hourly rate, and my estimation of how long it will
take me to complete it. I send clients a formal quotation
for each project, so they always know “up front”
what they can expect to pay.
Q. What
are your payment terms?
A. I require a 50% deposit of the
quoted price and a signed confirmation (which I supply)
outlining the specifics of the job and my client's
expectations – including delivery. When the job
is completed, I send out an invoice for the remaining
50%, which is due upon receipt.
Q. How
long does it typically take you to complete a writing
assignment?
A. Again, it really depends upon
the project. I generally request two to three weeks
for more complex assignments, and usually a week or
less for more straightforward writing. I prefer to
take my time since I also review, polish, edit, and
rewrite until I am 110% pleased with the work. I find
it helps to “distance” myself from the writing,
so I put it aside for a couple of days. Then, with
a fresh mind, I revisit my copy to make sure it meets
all criteria and that I am still completely happy
with each and every word.
I realize, however, that this amount of time may delay
projects or inconvenience some clients, so I arrange
to complete writing assignments according to my clients’
timetables. Ideally, I deliver copy ahead of time,
so adjustments can be made, if necessary, without
the pressure of too-tight deadlines.
Q. How do
you handle requests for revisions?
A. Although most clients are very
happy with the copy they receive from me, sometimes
revisions are necessary. (By the way, revisions are
included in my price.) Clients can request revisions
to their copy for up to 30 days after completion of
the job (30 days from the invoice date is a good guide).
The only exceptions are requests that reflect a total
change from the original direction of the assignment
or the addition of lengthy, new information that was
not included in the initial discussion of the project.
Q. How would
I go about obtaining copywriting from you?
A. Call or email me with information
about your company and the type of a project you are
seeking help with. I will need to know the objective
of the materials you would like created and whom you
will be directing them toward. I will then ask you
to send me a brochure, a catalog, or any other printed
materials that describe your product or service. Next,
I will call you with questions that, once answered,
provide me with the details I’ll need to write
your copy.
If you are within driving distance and want to meet
in person, I am always happy to do that. After reviewing
your project, I will be prepared to supply you with
a quotation. There is never a charge for this initial
consultation and, of course, you are under no obligation
whatsoever to hire me.
Once you do decide to proceed with a project, I’ll
go ahead and write the copy for you. I’ll make
sure you receive it on or before your desired deadline
and that you are thrilled with the job.
Remember, many businesses – from one-person start-ups
to long-established corporations -- have found my services
to be very effective in helping them achieve their communications
goals. No job is too large – or too small.
I enjoy helping people succeed and would like to be
a part of your success. So why not give me a try for
your next brochure, ad, sales letter, press release
or any other kind of writing you may need? Even if you
are “all set” – that is, presently happy
with a staff writer or an established outside source,
just enjoy knowing there is reliable help out there,
ready and willing to serve you, when the need arises.
