I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.

If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or busi

Many business owners and marketing professionals have valid concerns about letting an outsider develop their content. After all — it's your business, you know it best, and your image is critical. However, you're wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects.

Working with a writer isn't a complicated ordeal, however it will benefit you tremendously to become familiar with how the relationship typically works and ways to help the process move along smoothly. So, here are my top 11 tips on how to choose and work with a copywriter:

1. Understand what you're trying to accomplish.
   
   

   A crucial factor in streamlining the writing process is determining the principal points you need to communicate — *before* you bring in a writer. Who is your target audience? What is your message? What is unique about your company? In what type of tone do you want to speak to your reader? And most important: What type of response do you ideally want the reader to make? Having this information agreed upon BEFORE you get a writer involved will save you unnecessary copy revisions and keep your costs down.




2. Have a realistic schedule.
   
   

   Rushed work usually means it'll be expensive...or just plain bad! Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be 'fully cooked.' Most copywriters need time to let words and ideas simmer.
   
   

   Most writers will request several WEEKS to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece's angle and conveys the key benefits of what you're promoting.




3. Make sure the writer you hire has written for the medium you want.
   
   

   Let's say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won't likely have the skills to create content for a dynamic Web site. She's probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you'll be paying for her slow ramp-up speed. Take time instead to find the right person — it will save you many headaches down the road.




4. Experience within your industry isn't always necessary.
   
   

   When I was a copywriter myself, I heard many prospects say, 'So you've never written for a _______ company before?' A valid concern, but don't worry. A writer's ability to write well for the medium is more important than her having prior experience in your industry.
   
   

   Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They're very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you're producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project's medium and your industry. If you find a good one, hold on tightly. You've struck gold!




5. Ask for references, and contact them.
   
   

   All writers can show you samples of well-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths.




6. Keep in mind that you get what you pay for.
   
   

   It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message!
   
   

   Good copywriting does not come cheaply — you'll find writers who charge anywhere from $50 - $250 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)




7. Work on more than a handshake.
   
   

   True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
   
   

   And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement (NDA).




8. Give your writer background info at the start.
   
   

   I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
   
   

   If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or busin

   Seek Unsecured Loans And Avoid The Threat Of Repossession
   It is quite natural that people don’t want to have the threat of repossession of their property while seeking loans. This is more natural for the homeowners, who have a special attachment associated with their homes.Unsecured loans are seemingly the best way to go for the loans, without putting your home at stake. Along with this benefit, you may procure an unsecured loan quickly and that also with ease. This is because the valuation of the collateral is not done in this case. Hence, the turnaround time gets reduced, which helps in getting the loans quickly. Less paper work is involved in this loan type, which alleviates the hassles of getting the loans.With unsecured loans, you may buy a car or consolidate you multiple debts. You may do many other things as well, like going for a holiday trip, meeting the expenses of a wedding ceremony, educational purposes etc. When you are going for an unsecured loan option, you will get a shorter term to repay your loans. So, you need to plan out accordingly when you are planning to a
   do you ideally want the reader to make? Having this information agreed upon BEFORE you get a writer involved will save you unnecessary copy revisions and keep your costs down.



9. Have a realistic schedule.
   
   

   Rushed work usually means it'll be expensive...or just plain bad! Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be 'fully cooked.' Most copywriters need time to let words and ideas simmer.
   
   

   Most writers will request several WEEKS to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece's angle and conveys the key benefits of what you're promoting.




10. Make sure the writer you hire has written for the medium you want.
    
    

    Let's say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won't likely have the skills to create content for a dynamic Web site. She's probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you'll be paying for her slow ramp-up speed. Take time instead to find the right person — it will save you many headaches down the road.




11. Experience within your industry isn't always necessary.
    
    

    When I was a copywriter myself, I heard many prospects say, 'So you've never written for a _______ company before?' A valid concern, but don't worry. A writer's ability to write well for the medium is more important than her having prior experience in your industry.
    
    

    Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They're very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you're producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project's medium and your industry. If you find a good one, hold on tightly. You've struck gold!




12. Ask for references, and contact them.
    
    

    All writers can show you samples of well-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths.




13. Keep in mind that you get what you pay for.
    
    

    It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message!
    
    

    Good copywriting does not come cheaply — you'll find writers who charge anywhere from $50 - $250 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)




14. Work on more than a handshake.
    
    

    True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
    
    

    And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement (NDA).




15. Give your writer background info at the start.
    
    

    I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
    
    

    If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or busi

    Applying Online for a Loan - How to
    If you live in the UK and you are looking for a loan, the Internet has now become the place to look. Loans can be for any purpose. Whatever the reason, the World Wide Web will provide you with the means to easily compare and contrast loan rates, features and conditions and will also simplify the process of applying, with approvals often being given in minutes.How do you go about using this valuable resource? The place to start is determining what kind of loan you require and how much you can afford to borrow. Basically, you have to choose between a unsecured loan, normally used for purchases such as a car or a holiday, and a secured loan which is generally taken out either to consolidate your debts or to make a home improvement. Car loans are available for all types of circumstance and can be obtained online from websites like creditmonster.co.uk which specialises in loans for cars and also provides a resource for people that may have been affected by adverse credit in the past.Currently, UK interest rates are generous for both
    ice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you'll be paying for her slow ramp-up speed. Take time instead to find the right person — it will save you many headaches down the road.



16. Experience within your industry isn't always necessary.
    
    

    When I was a copywriter myself, I heard many prospects say, 'So you've never written for a _______ company before?' A valid concern, but don't worry. A writer's ability to write well for the medium is more important than her having prior experience in your industry.
    
    

    Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They're very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you're producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project's medium and your industry. If you find a good one, hold on tightly. You've struck gold!




17. Ask for references, and contact them.
    
    

    All writers can show you samples of well-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths.




18. Keep in mind that you get what you pay for.
    
    

    It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message!
    
    

    Good copywriting does not come cheaply — you'll find writers who charge anywhere from $50 - $250 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)




19. Work on more than a handshake.
    
    

    True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
    
    

    And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement (NDA).




20. Give your writer background info at the start.
    
    

    I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
    
    

    If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or busi

    Portfolio Management
    A portfolio is defined as an assortment of various financial assets held by an individual or a company. Investors can create their investment portfolios on the basis of the mean-variance portfolio theory or two-parameter portfolio theory. According to this theory, it is assumed that investors will choose higher mean return as compared to a lower one, along with a lower variance of return when compared with a higher one. The main aim of building a portfolio is to have a set of asset or securities wherein some will function well and some will not, thus balancing out the effect of losses and profits.An efficient portfolio management plan involves putting together a portfolio based on the assumption that investors have consistent expectations. Such sets of efficient portfolios can be determined with the help of graphical analysis, calculus analysis or quadratic programming analysis. One of the main advantages of graphical analysis is that it is easier to comprehend than the other two methods. However, graphical analysis cannot take care of
    ll-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths.



21. Keep in mind that you get what you pay for.
    
    

    It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message!
    
    

    Good copywriting does not come cheaply — you'll find writers who charge anywhere from $50 - $250 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)




22. Work on more than a handshake.
    
    

    True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
    
    

    And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement (NDA).




23. Give your writer background info at the start.
    
    

    I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
    
    

    If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or busi

    Personal Finance and Investing Basics and Security
    The foundations of the basics of personal finance are security stability and growth and protection as well as management. Investment growth begins with security.The subject of personal finance is very broad, but as a beginning, I would like to discuss what I consider the foundations of personal finance: Security, Stability, Growth and Protection & Management. This article will discuss security. Investment growth and financial freedom begins with security.A good question to ask yourself is what is security? For the average individual it means that you have health, disability, auto and home insurance on top of life insurance. These policies will insurance that if something happens to you your family will be taken care of. If you are the head of household and you make most of the financial decisions make sure you leave explicit instructions for your family to follow. These should include the names and locations of all your insurance policies. The names and numbers of your insurance agents. Include all the basic policy information l
    fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
    
    

    And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement (NDA).




24. Give your writer background info at the start.
    
    

    I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
    
    

    If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or business or marketing plans.




25. Appoint one person as your project captain.
    
    

    Appoint one person at your company as project captain. If you allow too many people in your organization to work with the writer directly, each of them will likely have a different opinion of the copy and request different edits from your writer. She may be forced to make many unnecessary revisions, adding time and cost to your project.
    
    

    If you need to involve multiple reviewers in the process, have your project captain handle the internal reviews and edits and decide which ones supercede others. Then give your writer one master copy that includes all edits to be made. Also, be sure to involve your final decision maker early on, be it your CEO or board of directors. This gives your writer clear direction and avoids costly revisions down the road.




26. Give constructive criticism.
    
    

    Although copywriters have egos of steel and are accustomed to criticism, make yours helpful for best results. 'This paragraph just doesn't work' isn't as effective as 'What we need to do here is stress the benefits of the non-skid surface.' Also, tell her what parts you *do* like, so she can emulate them elsewhere. And of course, everyone loves to know when they've done a good job. If you like her work, be sure to share that with her!




27. Don't discount chemistry.
    
    

    You need to feel comfortable with your writer in order to work effectively together. Take the time to find a great copywriter whom you truly like and develop a good working relationship together. You'll get top-quality work that will help your business thrive. And you'll have a skilled and knowledgeable copywriter on call for your next communications effort.

2000-2003 Alexandria K. Brown. All rights reserved.