HOW TO WRITE A KILLER ‘WRITER WANTED’ PROJECT DESCRIPTION

 

Help writers bid reliably every time by following these important PROJECT DESCRIPTION GUIDELINES…

 

© 2015 by Kristine M. Smith

 

When you’re looking for a great copy or content writer, figuring out what should go into a project description (PD) can be hard. Let’s de-mystify the process.

 

 

BUDGET

 

 

• If you have a definite budget—a non-negotiable dollar amount to spend on a project— state it up front. Let providers know your drop-dead bottom line. As copy and content writers, we understand that you want equal or superior value for your money—that’s a given in our own lives as consumers—but hiding your sealed-in-cement budget won’t win you any converts. Time is money in every business and if copywriters can’t afford to write at your rate, it’s best to let them discover that early and move on.

 

 

• If your budget is negotiable, say so right away. Again, this information helps service providers quickly gauge whether they’re interested in bidding on your project. You may be seeking a particular price range, but if an exemplary-but-higher-priced copywriter is interested in your project and can knock your socks off with samples, you certainly don’t want to shut the door on their enthusiasm for your project on Day One with your PD. You can always close it again.

 

 

• Be sure your budget reflects the actual scope of your project. Don’t list a mountain of tasks, establish a budget of $5,000-10,000 and then ask providers to bid on only a small percentage of the parameters you’ve outlined. So, for example, if you just want one press release for now, list it by itself in the PD, establish your budget for it, and let providers know that there will likely be additional work for them if they hit the press release out of the ballpark for you. Otherwise, you’re going to get exorbitant bids for your one-page press release!

 

 

 

THE COPY

 

 

• Be sure to mention the topic. Since your new copy will be written around a specific niche, product, cause or service, be sure to identify the topic. This will quickly weed out the providers who have no interest in the project. Many providers are “niche” experts in various realms, so when you divulge the topic, product or service, the experts you’ll want to receive bids from will key in and pay attention; most others will move on.

 

 

• Estimate, as closely as possible, the word count of your project. If you’re seeking a sales letter, specify its approximate length. (In Word, a single-spaced page is approximately 400 words; in the book-publishing industry, it’s 250 words.) Is it a one-pager, or longer? If you need copy for a website, specify the number and types of pages (Home page, About Us, Mission/Vision, FAQ, Products/Services, Contact, etc.), one or two (maximum) SEO keywords or phrases per page, and each page’s approximate word count. (SEO keyword-based pages should be at least 300 words in length; longer is actually better as long as every word of the copy adds value and isn’t just fluff stuff.)

 

 

• To estimate word count, create a bullet list of the talking points that you know must absolutely be in the piece and then multiply by 15-20%. If you think your chosen copywriter will have to come up with additional talking points, multiply by 20-25% and let bidders know that you’re estimating the word count and that you’re willing to renegotiate if the copy ends up significantly longer (more than 10% longer) than you anticipated. Note: If you want your copywriter to create a specific mood or an ambiance, the word count may well exceed 25% beyond your bulleted list of talking points. Copywriters are trained to be concise to be effective (to convert buyers, not simply entertain or astonish with dazzling wordplay), but there are times when words have to seduce or slow down the intended reader, and that sometimes takes more words, not fewer.

 

 

• If you’ve noticed another website or a piece of copy that you just love and would like to have your copywriter emulate (without plagiarizing, of course,) include the copy via an attachment, website URL or in some other written manner so prospective bidders can review it and decide whether they can make your copy do for you (and your intended target audience) what the copy does for you.

 

 

• If you have an editing job, be sure to include a couple of pages of excerpts in your PD (or, if it’s short, at least several paragraphs) so bidders can gauge the amount of time they will need to invest in the entire project. And don’t worry so much about someone “stealing” your idea; ideas are not steal-able, only unique expressions of ideas are copyrightable (e.g., “It’s the Real Thing,” “Just Do It” “It’s Miller Time.”) As long as you provide just a portion of your brainchild, plagiarism is pretty impossible. But if you need to attach an entire document or manuscript, the best advice is to attach it as PDF file. Doing this will protect your intellectual rights about as well as they can be protected in cyberspace; adding a copyright notice will help, too.

 

 

DIRECTLY INVITE PROVIDERS THAT INTRIGUE/IMPRESS YOU

 

 

• If you know from the get-go who you’d like to work on your projects (providing you can get together on terms and conditions), invite them to bid. Inviting the providers you seek will ensure that they actually see your project description. If you simply post your project, cross your fingers, and hope for the best, you’ll be digging through perhaps dozens of providers to find the ones that most-closely meet your criteria. Save yourself time and trouble by inviting the providers you’d ideally like to work with. You can determine provider quality and style by reviewing their portfolios and client feedback from their Profile pages or websites.
DEADLINE

 

 

If you have a pressing deadline, mention it in your project description right away or use ALL CAPS to announce the deadline so it’s easy to spot. Providers need to know about pressing deadlines upfront. Some copywriters have a stable of regulars and cannot promise to turn copy around quickly.

 

 

MUSE MATTERS

 

 

A professional copywriter “channels” a Muse that’s trained, more or less, to create on command. We’re definitely Creatives but, unlike creative writers, we don’t have the luxury of claiming “writer’s block” or “brain burn.” We do get to take a break from time to time, but those of us who earn our entire living by stringing words together are expected to be great all the time. We fall into bed at night both exhilarated and exhausted. Wordsmithing is an art, a craft, and a science… and we love it or we’d find an easier way to make a living.

 

 

I’m mentioning this because there are times when a client will have a Really Bad Day and take it out on his or her copywriter in the writer’s feedback field or testimonial space after a project has finished. A copywriter’s individual feedback is his or her calling card, the “storefront” of the business. Most prospective buyers review feedback long before they agree to click into portfolios. So feedback can make or break a person’s career. And that’s fair… as long as the feedback is fair.
Please give your copywriters an opportunity to fix something they’ve created for you if it has missed the target before you rate them in public. Your feedback will likely outlive Methuselah’s span of years. To be sure, I’m not asking you to give good ratings to providers who clearly haven’t earned them, but please do give your copywriters a chance to reflect and to correct what has gone astray. Give them the feedback they need to course-correct and make your project shine.

 

 

I don’t know a single legitimate copywriter who won’t move heaven and earth to make you happy because, believe me, none of us want to disappoint you. Thankfully, bad reviews have been as scarce as blue moons for me, but on the rare occasions when I do get them, I agonize for weeks afterward. I wonder, “Why wasn’t I told beforehand that they weren’t happy? I would have stayed on it till they were 100% delighted.”

 

 

You may not know your copywriter personally, but we’re human and we’re sensitive; hearing that you hate something we’ve given birth to smarts. That said, most of us are also like STAR TREK’s Mr. Spock in one way: we’ve learned to ask our clients for the truth as they see it. I’ve even been known (when talking to TREK-loving clients) to proclaim when asking for honest feedback (in as Spock-like a manner as I’m capable), “I am a Vulcan; I have no ego to bruise.” Dr. McCoy would surely call me a pretender for proclaiming this, but I need honest feedback because, at the end of the day, it’s my clients’ visions I’m try to achieve, not my own.

 

 

So give it to your copywriters, straight up, and let them try again. Now, I know there are times when you can’t do this (if you’re on a tight deadline, for example) but there are times when you can… and we’d love it if you would.

 

 

IDENTIFY YOUR PREFERRED METHOD OF COMMUNICATION

 

 

I’m a “talking points on the page” kind of gal; I prefer all source materials in writing. That way I can quickly see at a glance the parameters I’ll be submitting a quote on: I’m able to “get my arms around the octopus” and everything is secured in the buyer’s project file for both parties to refer back to. Written talking points are quickest to access; copywriters can invest their time creating copy rather than digging through harder-to-access research or listening to audios. Requiring written source materials is how I’m able to honor my “fast turnaround” USP.

 

 

Some buyers prefer to communicate via MP3, Skype, or phone conversations. If you have a strong preference, put that in your project description. Just know that these options may come at a significantly higher price. This matters if you’re on a tight budget.
Remember: providers have to factor in the additional time it will take to interact “live” via Skype or by phone. Many, if not most, providers charge for phone or Skype at a rate that is commensurate with their minimum hourly rate. So if you absolutely must call or Skype to interact, let us know so we can include one-on-one time into the initial project bid. If you don’t, you should be prepared to pay for “live” interaction in addition to the agreed upon price. And you should initiate the call so you can control the amount of time you spend on it. Time your call so you have an accurate accounting of its duration.

 

 

REMEMBER TO FACTOR IN REVIEW TIME OF SOURCE MATERIALS

 

 

Remember: your copywriter will feel obligated to painstakingly review ALL of the source materials that you provide to them in whatever format you send them. It’s fastest at our end if you provide written materials. Audio-based materials require us to listen and scribble notes, and often to rewrite the scribbles. To save time (which translates to $$$$ at your end), submit ONLY the information your copywriter needs to know to write the copy you have in mind for them. Be sure to add your mission/vision statement, too, if you have one, so we can get a sense of your style and attitude.

 

 

IF YOU HAVE LEGITIMATE, APPROVED TESTIMONIALS FROM CLIENTS, SAY SO

 

 

Some of the best-converting copy on the planet is carefully-edited, well-crafted testimonials from actual consumers. (Word to the wise business owner: False testimonials are fraud and should never even be considered.) If you have testimonials, send them along after you’ve chosen your provider! Testimonials can be long-winded, meandering thank you letters or emails; don’t worry about it: a skilled copywriter can help them shine (legitimately) with well-placed nips and tucks. If you have testimonials, send them. Be sure you have the testator’s written permission (an email note is fine, just save it!) and ask how he or she wants to be identified (name and city, initials and city, Owner, CEO, President, etc.)

 

 

Other Things to Be Aware Of…

 

 

As a buyer/employer at most (if not all) freelance hiring websites, you can publish your project descriptions at no cost to you beyond the time it takes to write it but all freelance writers and other providers must pay a fee (and often a percentage of the project, which can add up to 15% of the total price of the project) for the privilege of placing bids on freelance websites.

 

 

If you’ve never hired a copywriter before, let us know. Most providers are happy to work with neophytes, but be sure to tell us you’re a newbie upfront so we factor a mutually- agreed-upon amount of extra time into our bids. That way we’ll be able to help you navigate. We bid strictly on the amount of work you give us; counsel or advice will not be part of the agreed-upon price unless you tell us this before we agree on a price. (That said, most providers include at least 30 minutes of “interactive time” on every project to compensate for back-and-forth communication.) If you’ll need extra help, let us know.

 

 

I hope these insights and guidelines will help you hits the bull’s eye and that you’ll soon be reaping better, faster, more-finely-tuned results.

 

 

To your success!

Kristine M. Smith
HireMe.wordwhisperer.net
This article can be reprinted/republished as long as the above website URL and the copyright notice at the beginning remain attached to it.