Bedell Communications

Who are your competitors?

What do you say to freelancers and other potential business partners who ask you this question? If you say, “No one,” or “We don’t have any,” that’s the wrong answer.

There’s no benefit to pretending you don’t have any competitors. Tell your freelancer who those competitors are.

“But we don’t have any competitors. Nobody does what we do,” you say.

That may very well be the truth, and if so, all the better. (It makes my job easier!) However, there’s probably SOME company out there that your potential clients consider in addition to your own when researching solutions. Who is that company?

As a freelance copywriter, my job is to sell your company, sell your product, your services, etc. I ask clients this question only after I’ve received an overview of their company and technology offerings. I’ve heard their unique selling proposition. I understand how they differ from their (nonexistent) competitors.

Now I want to know who those competitors are so that I can see how they are pitching themselves. I research these companies — peruse their websites, read their white papers and case studies — in an effort to glean the value-add that they are pitching to customers. And then I ask myself, how can I counter or emphasize those value-adds in your communications? What information is your potential client processing while researching solutions? How can I emphasize your differentiators to raise your company in the eyes of your potential client?

Here’s what I DON’T do: I do not contact competitors directly, nor do I reference or call out competitors in your content.

So next time a freelance copywriter asks you who your competitors are, tell him/her — even if those companies don’t do anything close to what you do! — Crystal Bedell

As a freelance copywriter, I get tired of the assumption that I must be looking for a job. Sure, freelancing is a popular option for those out of work, but it’s also a serious career path that many writers make by choice – myself included. (While I would prefer to market myself as an independent technical copywriter, freelance technical copywriter is better for SEO.)

How does this concern the technology marketer looking for a freelancer to write a white paper or e-book?

It concerns you because it impacts the potential to build a long-term relationship. Ideally, you find a freelance technical copywriter you work well with and with whom you can form a long-term partnership.

That’s not to say you can’t hire a freelancer who is between direct-hire jobs. But I do recommend you have a discussion about the project timeline and consider having the writer sign a contract that states they will complete the project even if they become employed. Also discuss how you’ll handle potential conflicts of interest in case the writer lands a job with your competitor mid-project.

How do you know if the freelancer you’re considering is in it for the long haul? Ask him/her! Also consider how the writer conducts himself. Does he have other experiences to draw from? Does he conduct himself professionally?

In a future blog post we’ll look at the types of questions you should ask a potential freelance copywriter. In the meantime, I’d be interested in hearing your freelancer horror stories. — Crystal Bedell

 When working with a freelance technical copywriter, the more information you can provide about your message, the better. This not only makes the copywriter’s job easier, it also results in better copy. Better copy the first time around means less revision time. One resource that can serve a freelancer — and your project — well is a messaging guidebook or brand messaging guidelines.

Companies often have brand messaging guidelines that address in excrutiating detail how visual elements such as logos, colors and fonts should be presented on the page (Example: Honeywell Brand Guidelines). What your freelance copywriter needs is detail on how to present your company and its products or services in words.

Here are some specific points you should consider including in your brand messaging guidelines:

• Tone of voice — How do you want different types of content (white papers, case studies, e-books, online ads, etc.) to sound?
• Products/services/technologies — How should they be referenced the first time and every time thereafter?
• Style — Do you use the Associated Press, Chicago or MLA guidelines?
• Copy style — For each type of content, should it be benefits-oriented, action-oriented or facts-oriented?

The key to all these choices is consistency. Decide how you’re going to refer to intrusion detection systems, for example, and be consistent. This will contribute to a professional, unified message. If you lack the resources to create such guidelines internally, consider consulting a freelance technical copywriter with marketing experience. — Crystal Bedell

The Tech Marcom Blog has been live for about a month now and during this same time I’ve found Paul Gillin’s series on Blogging Blunders incredibly helpful. There’s a lot to tackle in successful blogging if you’re in it for the long haul — and you should be. There’s one thing, though, that can help you overcome many of the challenges Paul addresses. That is the idea of hiring a freelance technology copywriter to ghostwrite your blog. Here are five benefits to hiring a blog ghostwriter:

• By hiring a professional copywriter to write your blog, you avoid blogging burnout as Paul addresses in Part 3 of his series on Blogging Blunders. Sit down with your blog ghostwriter once a month to outline an editorial calendar and provide the necessary research materials, and leave the rest to your copywriter.
• If you’ve found a professional copywriter who understands technology (and I suggest you do), then these meetings should be a two-way conversation with your copywriter contributing relevant ideas on content, SEO, etc. It never hurts to have another perspective — especially one from outside of your organization.
• You’ll have a steady supply of content. The more you post, the better your page views will be. Have your copywriter provide 1-2 pieces a week in addition to what the folks on your staff produce to ensure that you always have a minimum amount of fresh content to post.
• Similarly, a blog ghostwriter will help ensure that you’re not left with an abandoned blog should the blog’s internal sponsor leave the company.  Just be sure to have a contract in place with your copywriter to ensure that you’re not simply transferring risk from one individual to another.
• With the pressure off of you to produce content, you’ll have more time to tackle the myriad other details that contribute to a successful blog, as described by Paul in Blogging Blunders, Part 1. — Crystal Bedell

There’s no shortage of freelance copywriters. A quick search on Google and you’re promised a 7-figure fortune, rockstar writing, mega results, million-dollar copy, killer response rates… and that’s just the beginning. Getting past the rhetoric is a chore in and of itself. Here are some tips for finding a freelance technology copywriter that’s right for you.

First of all, did you notice that I said freelance technology copywriter? You’re marketing technology products and services. It only makes sense to spend a little extra and go with a specialist. As I mentioned in my last post on hiring a freelance copywriter, a specialist will be able to give you better results, faster. A technology copywriter understands your industry, potential buyers, and marketing challenges.

That said, a potential freelancer should ask you a lot of questions; questions about your project, product, company, goals, etc. The more information you can provide your freelancer, the better. Some of this information should come from an introductory phone call/meeting in which the two of you determine whether you’re a good fit for each other. It should be obvious that the freelancer wants to know as much about you as you want to know about him/her.

While it doesn’t hurt to look at samples, keep this in mind: The final piece could have been severely edited – for better or for worse. The original writing could’ve been riddled with poor grammar and punctuation that the client fixed, or the client may have dictated changes to the content that weakened it. Consider asking  for pre-edited samples. Also ask about the client’s goal with the piece and what the project specs entailed. This will provide you with some insight as to the freelancer’s relationship with his/her clients. Does the freelancer offer suggestions or simply say yes to any request?  Is there mutual respect between the client and freelancer?

Finally, consider how the freelancer conducts business. Do you get the impression that this is a part-time gig between jobs, or is the freelancer in this for the long haul? You don’t want your project abandoned when the freelancer suddenly lands a full-time job. You want a copywriter that has a vested interest in your project’s success because it is a reflection of his/her success. Ideally, you want someone you can return to. A serious copywriter will have you agree to a contract that outlines project specs, pricing, deadlines, and a revision policy.

Not every freelance copywriter is going to be a good fit for every company or even every project, but hopefully these tips will lead you to someone who meets your needs. If you’ve already found your freelancer, share some thoughts on how you found him/her. — Crystal Bedell