You know your Web site, your business cards and your collateral are marketing tools, but what about your e-mail? I’m not talking about e-newsletter; I’m talking about day-to-day e-mailing. Here are a few things to consider:
1. Your e-mail address. Are you using an AOL or Hotmail address? If you’re trying to present yourself as a professional, consider your own domain name and an address that utilizes it.
2. How your name appears. Send yourself a test message. Does just your first name show up in a recipient’s inbox? Is it all lowercase? These are things you can fix to make sure you present yourself as professionally as possible.
3. Your signature line. Don’t forget to include a signature that includes your Web site address and phone number — resources that people find helpful when easily accessible. Plus, consider linking out to your Facebook, Twitter and LinkedIn pages. When you do this, you’ll probably notice the increase in hits and followers. You might also want to add your logo to your signature for visual appeal.
If you’re planning to hire a writer or are managing one now, here are four things to keep in mind that might help make the project go more smoothly.
1. Be specific about your needs. If you’re asking an editorial contractor to provide a quote, make sure you’re specific about what it entails — and that terms like “editing” mean the same thing to both of you. Will the writer be interviewing sources and doing research, or will you provide all the content he needs to write the piece? Do you want a heavy edit or a light copy edit? These types of specifics will help the writer provide an accurate quote — and will help ensure that you get what you’re asking for.
2. Have a style guide. Most writers will ask if your company has a style guide. A lot of marketers say no and suggest that AP is their preferred style. But it’s very common for companies to stray from some of AP’s outdated (or unattractive) modes. Even if you don’t have a style guide, start a quick reference sheet of exceptions to the rules. Not only will it help contractors better serve you, but you can also use it to train new staff and to keep your current team on the same page.
3. Provide samples of past work. If a writer requests samples, take a few minutes to dig them up. Seeing previous pieces and getting a feel for an organization’s tone is an important early step for a lot of writers.
4. Offer specific feedback. There are some circumstances where you may be working through various drafts of a piece with the writer. Even good, experienced writers don’t always nail your vision on the first try. And sure, we don’t like to hear that we aren’t perfect, but we know it’s part of the deal.So, if the first draft isn’t quite on-target, tell the writer why. And be specific. Things like “I don’t like this paragraph” or “The tone is all wrong” aren’t likely to get you the kind of second draft you want. Instead, explain what isn’t working — “We prefer a more conversational tone in our whitepapers” or “We need to include more statistics and fact-based research in this section.”
Hiring a contract writer or editor can be a great way to preserve your staff’s sanity, have more hands to get big projects done under tight deadlines and introduce a fresh voice to your collateral. Keeping these few things in mind can help make it go even more smoothly for you both.