How to Work Successfully With Outside Writers

These 5 steps will help you get more on-target material from your outside writers.

Hi-tech companies rarely hire outside writers under ideal circumstances. They frequently look for outside help when their own staff is overburdened, deadlines are tight, and there's little margin for error. Maybe there's a product launch in one month and no supporting collateral, or a trade show is coming up and the key selling tool is an unwritten white paper.

Following these five steps will vastly increase the odds that your project will proceed smoothly and produce the on-target results your marketing efforts require.

Begin with the End in Mind (as the time management guru, Steven Covey, once wrote.)
Start your project by defining who you want the piece to address and what you want your audience to do as a result of reading it. Also determine the type of document you wish to produce, the tone, and the types of messages it should convey.

It's impossible to understate the importance of this step. The single biggest obstacle to obtaining satisfactory results from a writer comes from not clearly defining the desired results. An "I'll know it when I see it" approach will, at the very least, vastly increase the costs of developing your document because the writer will need to try numerous approaches, rather than quickly zeroing in on one that will best meet your needs.

Find the Right Writer
Find possibilities by asking for referrals from your internal marcom department, calling writers whose bylines you've spotted in industry journals, or contacting organizations like the International Association of Business Communicators (IABC) or Women in Communications. When screening writers, ask to see a resume and writing samples. These will give you a feel for the writer's experience and the types of projects she's tackled. Look at whether:

• The information is well written.
• The writer's style is similar to what you want for your piece.
• The writer has experience working with hi-tech clients. But don't get hung up looking for someone with experience in your market niche. In today's fast-paced market, it's better to find someone who can learn about new technologies as they become available.
• You feel good about the writer. Is her work and demeanor professional? Does she take a proactive approach to getting the job done? Do you feel comfortable with her and confident that she can do the job?

Discuss Business Up Front
Find out what the writer will charge for the project. If she charges by the hour, ask her hourly rate and how long she thinks the project will take.

Assemble Background Materials
A writer needs information about your product and the piece you hope to produce in order to write effectively. This includes:

• A description of your target market.
• Your product/service's positioning.
• Your product/service's 3-5 key benefits and supporting evidence.
• Where the piece will be used in the sales cycle. The proposed tone.
• Your commitment to working closely with the writer to devise an outline.
• Any other background materials you may have.
• Access to knowledgeable decision makers who can answer questions.

Provide Meaningful Criticism
When criticizing copy, make your comments factual and specific. Don't say, "The copy lacks pizzazz." Say "Our product is the only one that offers these features. The copy should stress its uniqueness more strongly." If multiple people have made comments, determine which ones the writer should incorporate.

By determining what you want, finding the right writer, giving her the right tools, and providing concrete feedback, you'll end up with a marketing tool that effectively meets your objectives.