A colleague shared with me the other day how frustrated and disappointed she was with hiring freelance writers and marketing consultants to help with her business. I asked what she thought the problem was and she shared some very specific things with me.

What she said neither shocked nor surprised me. Unfortunately, I hear it all the time from clients who hire me to fix or clean up the aftermath of hiring the wrong person.

Let me say upfront that some freelancers are just plain awful at their craft; others are well intentioned; and still others make excellent partners. And just because someone is good at what they do, does not mean they’ll be the right partner for you.

I could literally write a book about when and how to hire a freelancer — and when not to. So, for brevity’s sake, let’s just look at the topic based on what my colleague shared.

Here’s what she said made her blood boil:

Freelancers who are copywriters but try to be marketing consultants

Marketing communications “consultants” or “coaches” who recommend the same cookie-cutter approach for B2B that they recommend for B2C

Those who are so into social media that they make social media the focus of their conversation before they really understand my business

Yikes. I winced at those. It’s embarrassing to me as a consultant/coach/freelancer to have others tarnish my beloved profession.

As a consultant experienced in both B2B and B2C marketing and communications, I know how challenging it can be to distinguish the two. In fact, I’m working with a client who is using a big, fancy New York agency and we’ve had to repeatedly remind them that our end-customer is not the consumer. The distinction can be a fine line, and I’m of the opinion that social media and e-communication is changing even the B2B space. (More on that another time.)

But, that’s no excuse for delivering shoddy, ineffective copy. And there’s never an excuse for delivering templated anything.

So, here are my suggestions for avoiding what my colleague had to endure:

1. Find and qualify. Get referrals from peers and colleagues, networking groups, etc. But don’t stop there. Do some additional research. Visit their web site, Google their name, set a Google alert, pre-screen by phone before meeting them face-to-face, do a reference check, compare them to others, etc., etc., etc. Be thorough in your research. My own toolbox contains a simple pre-screen questionnaire that I use to qualify clients. Know what your  expectations are before you start looking for someone who can meet them. And remember, it’s rare to find someone who can “do it all.” You may need multiple partners to accomplish your goals. For example, I know some about social media, but it’s not my area of expertise — and I tell my clients that. If your potential partner says, “yes, yes, yes” and claims to be an expert in anything and everything, run for the hills … at least be sure to do additional research. Do they know the difference between PR and publicity? Are they accredited in their niche? How long have they been offering the service and in what capacity? Interview them and research their background thoroughly. Of course, balance that with the fact that until you’ve hired them, there’s a limited amount of time they can invest with you. Be respectful of their time and circumstances while you do due diligence.
2. Perform a gut check. If their web site copy sounds like hype, perhaps it is. If you hear nice things about them with an underlying “be cautious” tone, don’t ignore it. Do not talk your way into or out of a partnership. You should be genuinely excited about who you’re going to work with. In my own business, I only work with people who seem as though they’ll value my contribution and respect my time. I’m not in the business of doing rush jobs, for example. There are plenty of great freelancers who cover that niche. I’m not one of them so I would not be the best partner for a client who has a hurry-up need. If a potential client tells me it’s not a rush job but I still get the sense that it is, I heed the warning. Doing a gut check saves me and my potential client a lot of heartache. Here’s another example from my own business: Like many freelancers, I typically invoice new clients one-third of estimated hours and wait for payment before getting started. Clients who balk at my terms are a red flag for me. Now, I’m not saying every freelancer should do that, but it works well for me and, more importantly, it helps me vet my clientele.
3. Do your part. Sometimes, like it or not, the issue is with you, not your consultant or freelancer. How’s your communication? Do you hand off work and disappear, only to come back at the 11th hour? Touch base, schedule status updates, set guidelines and milestones. Your job is to manage the expectations of the project. Even the most independent professional cannot operate in a vacuum. I recently ended a client relationship for that very reason. My client simply would not engage with me, nor would she delegate that responsibility to someone on her staff. While I’m very flexible in how I work with people, I will not sit idly and listen to the sound of crickets. It’s a deal breaker for me.
4. Remember you get what you pay for. While price is not necessarily equated to quality, it can be an indicator. Great partners charge a fair market rate that’s probably on the high end. While my hourly rate is competitive, I’m certainly not the lowest priced freelancer around. Why? Because I’m worth what I charge. I write fast. Very fast. I write well. I deliver results. And I charge accordingly. When considering hourly  or project rates, consider the time your project could take. A $45/hour freelancer may take three times as long as, say, a $90/hour freelancer. (Not always, of course, but keep it in mind.)

Okay, so I could keep going and going. I have opinions about these things! :)

Bottom line? Do your research, trust your gut, set and manage expectations, take the plunge and learn from your mistakes.

Share your freelance/consultant horror and success stories with me by leaving a comment.

Possibly related posts

• Big copy challenges we don’t talk enough about (0)
• 6 tips for giving feedback — and get great copy in the process (0)
• The Search for Relevant Content – Part 4 (0)

I’m doing a site audit for a client of mine and naturally it includes a few thoughts on web copy.

While looking for some small business sites within her industry as good examples to share, I was shocked at the number of poorly done web sites from Boston to Seattle.

There were plenty of hideously designed and whiz-bang-whistle, super-flashy sites that took too long to load, but the biggest thing I noticed was how rotten much of the copy is out there. Seriously. Stinky. Rotten.

A good share of it started with something like this:

As a ______ specializing in _______, I know _______. Our well-trained, highly competent staff will _______.  We take every measure to ensure that ___________. As a leading ________, we’re proud to offer ___________.

Aargh.

Investing time and money into a new web site is a challenge, especially for small businesses. I know, it’s something that challenges me, too, as I work to do great work for my clients and have work-life balance. (Finding the right WordPress partner has been a nightmare, but I digress.)

At the very least, though, schedule a semi-annual review of your content. Do an honest assessment of it. Better yet, have someone else do a more objective evaluation. What content should stay? What should go? What should be refreshed? How can you make it happen with your internal teams or an outside partner, such as a freelance web copywriter.

Remember that the web is a significant channel for reaching, communicating and transacting with your customers and potential customers. Strategic, optimized, consistent, on-brand copy will help you leverage the web’s inherent power to influence and persuade. And that, dear readers, is priceless.

P.S. I’m planning my own web site makeover in 2010. Are you?

Possibly related posts

• Big copy challenges we don’t talk enough about (0)
• Asking Questions Is Key to Finding Answers (0)
• Where’s the information? (Web content mistakes and how to avoid them.) (0)

While doing a little research on where to find Faygo Rock & Rye for a visiting relative, I went to Faygo.com to see if they had a store locator.

Of course, they have a store locator. But imagine my surprise when Faygo wanted everything but my firstborn before they’d tell me where to find their soda. Name, email, address and favorite flavor as REQUIRED fields?

Whoa, Faygo! Too much, too soon.

We’re like old friends who haven’t seen each other in decades. I’m not ready to divulge anything. I thought it would just be nice to get reacquainted.

Too bad it’s not going to happen now.

Lesson learned: Go slow. Build a relationship. And don’t be afraid to tell people how to find you without asking for anything in exchange.

Possibly related posts

• 10 Secrets to Great Copy (0)
• Where’s the information? (Web content mistakes and how to avoid them.) (0)
• The Search for Relevant Content – Part 6 (0)

Religion and politics.

They’re said to be the two topics to avoid when talking to others, especially people you don’t know very well.

Why?

Because those topics tend to evoke very strong, highly emotional responses.

Bad for parties and peace rallies, good for getting a conversation going.

Now, I’m not saying that you should include religion and politics on your web site, in your signature speech or throughout your marcom materials (unless that’s your business or life’s work).

No, the takeaway for communicators, writers, creative professionals and entrepreneurs like you is this:

Understand your audience’s emotional triggers so you can position yourself/your business to connect with them on an experiential level.

And that can make the difference in whether they choose you or your competitor.

So, how do you do it?

First, stop making assumptions about your audience. Get to know them on a real and personal level. Spend time with them. Ask open-ended questions and not only listen to what they say, but watch what they do.

Second, become real to them through storytelling. Some years ago I sat in on a United Way presentation at the company I worked for. It was a mandatory meeting and I had already made up my mind that I was not going to be coerced into donating any money. But during the presentation, the speaker invited a lovely young woman up to the podium. She shared a remarkable and heartfelt story of her traumatic brain injury and subsequent recovery thanks to the help of a United Way Agency.

It was impossible not to connect with her, feel her pain, understand her gratitude, and support her cause – all because she shared her story in a real and compelling way.

While your story may not be as dramatic, it can be every bit as personal. Stop limiting yourself to the all-business, all-facts copy that others default to.

Third, and finally, choose your words carefully. Pick words and create phrases that evoke feelings, while creating enthusiasm, energy, urgency or understanding. Use more descriptive, though not uncommon, words. For example, instead of saying “no maintenance,” try using the words “worry free” instead. See how the first choice is more factual while the second is more emotional?

By getting at — and responding to — your audience’s underlying values, needs, beliefs, feelings and experiences, you can help shape the way they feel about you/your business.

Possibly related posts

• The Search for Relevant Content – Part 2 (0)
• The Fourth Habit of Highly Effective Communicators (0)
• Have you looked at your content lately? (0)