Utilize writers who'll help your business thrive
Those who can, do — right? Well, when it comes to writing, maybe not. If they're interested in improving their businesses, even the most gifted communicators may need to hire a writer from time to time.
Many talented people use writers to make their messages noteworthy. Creative endeavors involving language often include writers working at someone else's behest. Savvy professionals know writers can help their businesses thrive.
Of course, you don't necessarily need to hire someone from outside your business; these tips could also apply to someone on your staff who displays a knack for writing.
Here's how writers can help:
Saving your time: There's a good chance you're far too busy amassing empires and slaying dragons to have time to write. Hiring a writer will save you lots of time — and anxiety and frustration. Be brave, let go and hire a writer.
Trimming your to-do list: If you've had items such as “start blog” or “draft white paper” on your list for weeks, months, or heaven help you, years, then it's time to consider hiring a writer. Those to-do items are valuable to your business.
Refining your rough draft: If you've written something, shared it with colleagues and staff and garnered responses like “Gee, that's special!” or “Are you writing a book?” then you may want writing support. It's very difficult to stand back and assess your own work. Experienced writers don't do it; they rely on editors or trusted colleagues to help them make their writing better. So should you.
Developing your business: The pros do much more than write. While crafting copy, they're deeply, deliberately cultivating many vital aspects of your business by:
• Tailoring your message to your intended market and conveying the ways your business fulfills your market's needs, while also considering other possible markets to extend your reach.
• Incorporating your vision, mission and values, while consistently expressing your brand.
• Creating clear text that effectively answers readers' questions and communicates exactly what needs to be said — no more, no less.
• Crafting copy to fit the appropriate medium — whether a book or a tweet — while considering how to leverage that copy across other media, as well.
• Telling great stories about your business — to draw readers in, change their hearts and minds and never let them go.
How do you find a good writer?
Ask around: Get a recommendation from a trusted colleague or someone who has worked well with a writer.
Search the trades: The Association for Consulting Expertise, the Maine Public Relations Council and Find Maine Writers (part of the Maine Writers and Publishers Alliance) are all great resources.
Use social media: Use writers' groups on LinkedIn and Google.
Consider the project: Writing assignments vary a lot. An introvert may be perfect for one project, while a schmoozer may be right for another.
Ask for references and samples: Accomplished writers have references and samples at their fingertips.
Once you've found and hired your writer, it's time to do one more thing:
Let the writer write: Even if the project is a technical pamphlet for a widget, the task of writing is still a fundamentally creative endeavor. Allowing writers to bring their enthusiasm, inventiveness and vision to your project may take your business places you never imagined.
Jean Grigsby, a marketing and public relations professional, is principal at The Write Approach. She is a member of the Association for Consulting Expertise and can be reached at jeangrigsby@gwi.net.
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