Sure, some freelancers are in it just for the next paycheck.
They’re usually the ones who’ll price-drop to land a job. I’d rather pay someone double just to know they “get me," and they’ll strategize with me (instead of just churning out words).
As a heart-centered entrepreneur in a competitive world, I've learned trusting relationships are key to growing (and keeping) business.
("Authentic" is used a lot, and it's gotten a bit diluted. Here's what I think it means: Being true to your word. Following up when you say you will. Delivering on time. Working for a cause you believe in. In a nutshell, it means communicating honestly.)
So how can you tell which freelancers are in it to build trusting, authentic relationships?
For starters, the freelancers worth their salt are usually worth the investment.
It's important to hire a copywriter who's more than just a writer. Someone who will strategize with you:
A lot of business owners start out writing newsletters, blogs and emails just because they heard it’s “what you should do."
The problem is, they dump tons of funding into websites and spend hours writing campaign emails, before having a game plan for their copy.
Before making sure the words are effective. Unfortunately, without a plan, it’s easy for things to start feeling like this:
To avoid the headache, it's important to iron out questions like:
What needs to be different about the copy in my blogs, v. newsletters, v. emails?
Should I use blogs, emails, AdWords, or social media ads to reach my audience?
How do I even start to write effective copy for an email campaign?
This is where the strategy gets fun.
I love taking the “how-should-I-word-this-next-email?” and “newsletters-take-so-much-of-my-time!” stress off my clients' plates.
The online world is changing ALL the time.
This is why I spend time constantly learning (instead of expecting my clients to spend time learning the nuances of copywriting). Like I said, "warm and fuzzy" as it looks, working together really should feel like this:
It should be focused on YOUR needs, YOUR questions... YOUR success.
Plus, your copywriters should take the initiative!
(Like leaving you tips on a few basic how-to's of copy (if you wanted them), to make quick messages you write to clients easier and more effective).
Recently, I had a lot of fun doing a little extra research for a client who offers health supplements. I gave them some quick tips on my reasoning for writing the copy I did, so they could understand my strategy.
Because I understood my client's competitors, we incorporated selling points my client's competitors failed to address.
This made my client's blog much more successful:
As a result, my clients end up asking me things like this, and I get to use my “creative freedom” in a way that makes their communications more streamlined and thorough:
Situations like this end up being win-wins:
I specifically don't “overload” my schedule so that I can give undivided attention to the retainer clients I do have.
This allows me to spend time using that “creative freedom” to come up with ideas—even when I’m not at my desk “writing.” Living in the Pacific Northwest provides a great place to cultivate those ideas. Sometimes the best ideas for copy come while I’m walking in the forest. (I’ve always found the greatest inspiration in nature).Then I return to my desk refreshed, usually with a whole new perspective.
This recently happened while working on a web copy project for a client who offers high-quality nutritional supplements.