If you prefer to outsource your business communications projects to a professional freelance copywriter, read Preparing To Outsource an Assignment.  

If you're not sure if you want or need to use a professional writer, read Five Reasons To Hire a Freelance Copywriter.

If you enjoy writing and want to tackle projects yourself, here are some indispensable how-to books:

Targeting Your Writing

Bly, Robert. The Copywriter's Handbook: A Step-by-Step Guide to Writing Copy That Sells. New York: Henry Holt, 1990.

Cappon, Rene. The Associated Press Guide to News Writing: A Handbook for Writers from America's Leading News Service. New York: Macmillan, 1991.

Jordan, Lewis (Ed.). The New York Times Manual of Style and Usage. New York: The New York Times Company, 1976.

Marketing, Advertising, PR & Sales

Gitomer, Jeffrey. The Sales Bible. New York: William Morrow and Company, Inc., 1994.

Levine, Michael. Guerilla P.R. Wired. New York: McGraw-Hill, 2002.

Minsky, Laurence, & Calvo, Emily Thornton. How to Succeed in Advertising When All You Have is Talent. Chicago: NTC, 1994.

Ogilvy, David. Ogilvy on Advertising. New York: Vintage Books, 1985.

Schewe, Charles D., and Hiam, Alexander. The Portable MBA in Marketing, Second Edition. New York: John Wiley & Sons, Inc., 1998.

Grammar, Accuracy & Style

O'Conner, Patricia. Woe Is I: The Grammarphobe's Guide to Better English in Plain English. New York: Riverhead Books, 1996.

Strunk, William, Jr., & White, E.B. The Elements of Style. Third Edition. Needham Heights, Mass.: Allyn & Bacon, 1979.

And most importantly, buy and use hardback copies of a dictionary and a thesaurus.  Word processing program-based versions are too limited.

Preparing To Outsource an Assignment

When outsourcing a writing project, planning ahead will save you money and allow for faster turnaround.

If your company is planning to outsource work to a professional freelance copywriter, the process will be much more rewarding if you follow these steps:

1.  If you haven't already, write down:

a)  Your existing markets, untapped markets, customer demographics

b)  What sets your products or services apart from the competition

c)  Your main competitors

d)  Specific goals for the material your writer will produce.  For example, don't just scribble "Need company brochure."  Write down "We need a brochure that will sell customers on the top five benefits our gizmo offers that the competition doesn't."  Then list those top five.  You need to be clear on what you want if the writer is to do a good job for you.

2.  If you are the boss, skip this step.  If you are not the boss, make sure you come to a consensus with your supervisor on the above goals.  Get your supervisor's assurance that you have decision making power when working with the writer.  

3.  Gather all relevant background and company information for the writer (Step 1 above, annual reports, past marketing materials, competitor materials, if available).

4.  If possible, give at least a one- to two-week deadline for smaller projects, and more time for larger projects.

5.  Get a purchase order for the assignment if necessary — 30 days is the longest most writers are willing to wait for payment.

6.  Make a list of all the information you want to discuss with the writer.

7.  Begin your working relationship.  Most writers prefer e-mail and phone communication to in-person meetings (they are more efficient, saving time and therefore your money).

8.  If you followed the above steps, you will only have to communicate with your writer a few times for smaller assignments, more if an interview with the CEO or other step must be accomplished.  You'll give the assignment, touch base to clarify a few points, get the completed assignment, and perhaps discuss minor changes.

9.  When you receive the finished product, keep an open mind.  Most writers are professionals who've spent years perfecting their craft.  We all like to second-guess the mechanic, but most of us can't fix our own car — that's why we took it to the shop in the first place.  Chances are, your writer has done an excellent job.

10.  Put your new marketing or other materials to use, pay your writer, and watch your market share grow!

Five Reasons To Hire a Freelance Copywriter

1.  Outsourcing to a freelance copywriter gives you the all the benefits of a professional writer without the hassles of paying for a staff writer's salary and benefits package — or sick days. 

2.  Even if you were an English major and you had the midterm essay down cold, writing for business is completely different from writing for your American Literature professor.  Remember, those teacher's aides were paid to read our papers.

3.  Hiring a copywriter from outside the company can bring a fresh perspective to your marketing vision.  When staff writers cover the same products or services year after year, content can become stale.

4.  If your staff writers are too busy during crunch times, they won't be able to give their all to every project.  It's better to spend a little extra to ensure all of your communications are top-notch.

5.  Most employees now stay with a company for less than three years.  By building a relationship with a freelance copywriter, you can have someone you know and trust — and who knows your business — at your disposal indefinitely.

At this point, you MUST be convinced: It's time to hire me to whip your communications into shape. Good for you!  E-mail or call me, toll free, at (800) 642-6068.