Often, only a tiny portion of my fee is actually for writing. Instead, my time is devoted to helping my client identify his or her goals or audience, doing basic research, or fielding insights, requests and revisions from multiple people within an organization. This can be money well spent, but if you really only want to pay for writing services, here are a few quick ways to slash your costs:
1. Appoint one person to work with the writer -- It takes time to consolidate and sift through comments and revisions from an entire team. If you can assign one person to process all internal feedback and transmit the information to the writer, you can really trim your costs.
2. Establish deadlines -- The longer you let a project drag on, the more it is going to cost. If you hire an outside writer or creative team, try to make sure that the project doesn't get back-burnered when you get busy. Stops and starts (not to mention all the emails asking if you have had a chance to review copy, provide information etc.) take time and end up costing you money.
3. Know your goals -- It's great that you know you want to do an email campaign (or a brochure, new website, whatever) but also know who your audience is and what action you would like them to take as a result of the marketing contact. Try to identify a measurement to define whether or not this marketing effort is a success. The more you know about your goals, the easier it is for the writer to create strong, effective copy.
4. Gather resources -- I start most projects with some research to identify competitors, industry trends, company culture, leading industry publications, etc. If you can provide a writer with suggested websites to visit, news items to read, publications to scan, or keywords to incorporate, you can slash your research costs.
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