Freelancers are a valuable resource. But even the best freelance copywriter will produce poor results if you don’t work with them effectively. Our guest author shows three strategies with which the next content project will run smoothly.
The website relaunch is pending, the glossary articles need to be revised and the shop texts pimped up: Large content projects demand everything from your in-house copywriters. More and more companies are therefore relying on the support of freelancers. They can be used flexibly and relatively inexpensively and thus compensate for personnel bottlenecks. Even small companies can do content marketing like the big ones. The number of self-employed in freelance professions – including copywriters – has been rising continuously for decades. For marketers, this means: You have an ever larger selection from a steadily growing pool of freelancers.
However, it is not uncommon for the results after the first freelance contract to be sobering. Too many correction loops, a bunch of misunderstandings and missed deadlines create a bad mood on both sides. It doesn’t have to be! The following tips will help ensure that your next content project with freelance copywriters runs smoothly.
1st tip: Don’t be stingy
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A look at the numerous Facebook groups with free copywriters reveals that prices of two cents per word and less are not uncommon. It is not impossible that you will receive a good 1,000-word text for 20 euros. But it is not very likely. Those who write professionally live from it (at least part-time) and will call up appropriate prices. Many full-time copywriters take at least 30 euros an hour or 9 to 15 cents per word.
Incidentally, in the vast majority of cases, verbal payment is not advisable. Why? Because you are promoting unnecessarily bloated texts – you can still find 200 additional words somewhere! – and in addition, only the pure writing is included in the price per word. However, there are many other tasks involved in writing:
- Research, if necessary including interview guidance
- Implementation of keyword specifications
- Insertion of sources, further or internal links
- Revisions, correction loops
Do you really think that you can count on a copywriter to read sources conscientiously for five cents per word? Rather make an hourly rate or a flat rate and include the copywriter in the calculation. This ensures a satisfied freelancer and therefore better results.
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Tip 2: invest time in a good briefing
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A lousy briefing leads to endless feedback loops and frustration. It is better to make it clear from the very beginning what you expect. At a minimum, any good briefing should contain the following elements:
- Target group: Be as specific as possible here. “Parents” is too diffuse. Better: “Parents who want to promote their child’s independence”
- Reader address: You, you, you, you, man, we? Should the copywriter change? If so, in what way?
- Format and design: Do you want to receive the finished text as a .docx, .pdf, .txt, or .rtf file? Would you like the author to interrupt the text with subheadings, tables, bullet points or info boxes, or is a long body of text okay?
- Desired length: What is the approximate length of the text?
- Illustrative examples: Which texts, for example from the pen of your competition, can the author orientate himself with in terms of structure and style?
In the end, your briefing shouldn’t be longer than one and a half A4 pages. If it is important that the copywriter knows your company values, please don’t let them work your pitch deck. Instead, write down what is important to know in a few sentences.
The same applies to the typical language used by the company. Too often copywriters receive brochures that are long pages in which the corporate wording is explained down to the smallest detail. This only leads to a copywriter not looking closely at your materials. Especially not if he is paid by word of mouth. Be smart, be brief!
3. Tip: give the freelancer a contact person
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Briefing out and done? Please do not. Just because the briefing is understandable to you doesn’t mean that the copywriter also does it. Therefore name a contact person whom the copywriter can turn to with questions.
Incidentally, this also works for jobs via text exchanges: With a brief “Please contact us by message if something is still unclear!” You avoid the author simply writing off when he doesn’t really know what is expected .
In any case, you should answer questions as quickly as possible so that the copywriter can get on with his work quickly. In the best case, you give him a phone number – many things are still the easiest to clarify in a short phone call.
Conclusion: If you write better, you will be satisfied faster
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At first glance, it may seem counterproductive to invest a little more time in briefing a freelancer. After all, you want to outsource work! In order to avoid long correction loops, postponed deadlines and annoyed participants, the extra effort is definitely worth it. In addition, over time you will become faster and faster at formulating concise briefings.
With regard to dumping prices for freelancers, the same applies to so many other things: if you buy too cheaply, you buy twice. Don’t bet on finding a rough diamond among the two-cent-per-word writers. It’s better to put a little more money in your hand right at the beginning and look forward to texts that are immediately good – not after six rounds of editing.
Juliane Becker is editor-in-chief at WORTLIGA GmbH. The company supports companies of all sizes as a full-service partner for text production or arranges selected authors. It also develops the WORTLIGA text analysis.
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