By Paul Lima

You've been writing all day. You are on your fifth draft of a one-page flyer. You are not sure if the headline will hook your target market. You used "affect" and spell checker suggested "effect" but when you used "effect" your spell checker suggested "affect." Email is piling up in your in-basket. The call answer light on your phone is blinking furiously. And weren't you supposed to set up interviews for the receptionist vacancy?

It's time to send in the writers.

Many companies outsource certain business functions, and for good reason. Why spend time doing things that you do not specialize in, when you could be closing sales? When it comes to contracting out writing assignments, hundreds of professional freelance writers in Canada can deliver the content you want, on time and on budget.

Just as you do before you contract out any other work, you need to discuss your business requirements and agree on a price for writing work. To help you get the job done right -- on time and on budget -- here are five things you should discuss before contracting out writing assignments.

1. Deliverables: Are you looking for a media release, a one-page flyer, a 20-minute speech, a 10-minute product promotional video, Web site copy, promotional email?
   
2. Target Market: Who are you targeting? Mass-market consumers? Small business owners? CEOs and presidents?
   
3. Business Image: Are you a fun and funky company, or are you blue chip? Do you want breezy or solemn copy?
   
4. Objective: What is the purpose of the work? What exactly are you trying to achieve, and why?
   
5. Call to Action: What action do you want the reader to take? For instance, do you want the person reading your brochure to visit your Web site, call for an appointment, or buy something? The writer needs to know.

Before the project begins, you should also provide the writer with pertinent background reading material or spend some time on the phone discussing your business. If you don't have time to bring the writer up to speed, hire a writer who has written the type of material you need and who understands the nature of your business and the sector in which you operate.

How much do you pay a freelance writer? There is no set fee, but there are several ways to price a project.

1. Retainer: If you need a lot of writing, put the writer on retainer. You guarantee the writer a minimum number of hours per week for a set period of time (generally at least a month, but usually longer) and the writer is there for you -- guarantees fast turn-around. The writer keeps a time sheet and bills you once or twice a month. If the writer does not work the minimum number of hours in a week, you pay the full retainer. Remember, the writer has promised to be there for you.
   
2. Per Project: You and the writer define the scope of the project, and the writer produces a firm quote. The writer bills extra for work outside the defined scope. The scope includes deliverables (media release, brochure copy, speech), file type (Word, PDF, HTML, PowerPoint), number of words, due date, number of meetings and interviews, amount of background reading, anticipated number of revisions and other details that will help the writer issue an accurate quote. Again, the writer bills for any work outside the scope. You said two meetings but held four? Expect to be billed for the additional meetings.
   
3. Per Hour: Some projects are open-ended. In such cases, you and the writer agree to an approximate number of hours. The writer keeps a time sheet and issues weekly status reports. You discuss the project status and, if need be, agree upon a revised estimate.

Expect to pay the writer an advance of up to 50 per cent (or the first month of a retainer). Don't expect the writer to be a graphic designer. Some writers have strong graphic skills, others partner with graphic designers, but most concentrate on producing the right words.

How do you know you are getting a professional writer? Read samples on the writer's Web site or review the writer's portfolio. Ask the writer if he or she is a member of the Professional Writers Association of Canada (an association of professional freelance writers). You can find almost 600 professional writers listed in PWAC's online member directory: www.writers.ca.

Now, stop writing. Hire a professional. And go sell something!

(Paul Lima is a freelance writer, writing instructor and media interview trainer. He is a member of the Toronto Chapter of the Professional Writers Association of Canada. You can read samples of his business and periodical writing, and more about his writing and media interview training services, online: www.paullima.com) 

Paul Lima
VP Communications
PWAC Toronto
www.pwactoronto.org
© 2003 Paul Lima 

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