“This sounds nothing like me,” a client recently confided about his content from another writer. “It’s not what I wanted.”
His disappointment was evident–and not uncommon.
What do you do when you read your first draft of content from your writer in high hopes . . . and feel disappointment instead?
Some people give up on their writer and return to cobbling together their own words. Some seek another writer, hoping to find The One that will magically breathe life into their content.
To be sure, not all writers are equal. Some are better than others at certain forms of writing, such as blogging, business, or advertising. And some are simply just better writers.
But before you ditch your writer, consider this: Have you provided her with enough guidance? Have you taken the time to tell her about you and what you want? Writers are a bit like hairstylists: Provide little instruction, and you’re likely to get a mohawk instead of that simple trim you wanted.
My clients are usually sure about one thing: They want a writer who can write like they talk. And a good writer changes her tone to accommodate each client as easily as she changes her wardrobe.
But what clients aren’t always certain of is how to communicate what they want to their writers.
To get your writer on board with your expectations, consider these four simple ideas:
- Compile a style guide, which is simply a list of what you want in your written communication. The most well-developed guide I’ve seen so far is that of Explore God, a nonprofit organization that invests deeply in its team of writers. In addition to six instructions dedicated to tone alone, the organization provides 15 more parameters as guidance—down to the ideal number of words to include in a sentence.
- Provide your writer with any existing corporate materials that help her get a feel for the way you’ve been presenting your company, including your online materials such as your website and social media forums as well as print materials such as article, brochures, and flyers.
- Provide direct, specific feedback. You’d be surprised how many people hesitate to tell their writer they’re unhappy with their content in an effort to avoid an awkward conversation. Experienced writers, however, already know that their writing will not satisfy every client, particularly a first draft. They appreciate clients who are honest and specific about what they want to change.
- Perhaps the most critical—and most overlooked—piece of information is the published version of your content. Don’t let your busyness or fear of an awkward conversation get in the way of this step. In addition to providing specific guidance to your writer, she can begin compiling a study guide based on the final product. That way, you both win.
With a little effort and communication, you can align your writer with your expectations – and you might get a better haircut to boot. What other strategies have you used to communicate with your writer?
Ella Hearrean of Stellar Communications is a Houston-based freelance editor and writer for companies, publishers, and organizations. Connect with her on LinkedIn or check out her website to continue the conversation.