What kind of writer do I need?
Have you ever had a project that involved some sort of writing, but had to ask yourself, “What kind of writer do I need?” Or have you thought you were asking the right person, only to find that’s not actually what they do?
Every now and then, someone will ask me if I can write them a press release or whether I’d be able to write the content for their social media feed. While technically the answer is yes, in reality I’m generally not the person they’re looking for. Key differences separate a copywriter from other types of writers.
If you have a writing project and you’re not sure who it is you need to hire in to do it, this guide will give you a nudge in the right direction.
I need someone to write a press release
A press release is literally that: information released to the press i.e. the media. It might be an announcement about a new product launch or an award nomination or a merger or an exciting new hire. Whatever the case, the idea is to get coverage in whatever media outlet you’re targeting. While a copywriter should be perfectly capable of writing a decent press release - especially if they have a journalistic background - the writing of the press release itself is only a small part of the PR process. Good PR professionals not only understand how the media works (and it’s a funny old world, very different from most business), they are also super star networkers and have the kind of industry connections that can get your story seen by the right people.
You need: a PR professional
I need someone to write posts for social media
Like in the PR example above, writing posts for Twitter, Facebook, LinkedIn and so on is just a small part of effectively using social media for your business. After all, it shouldn’t be about just pushing out content - much more important is engagement. That means it’s not simply a case of crafting a few snappy one liners and leaving it at that. A good social media manager will know not just what to write but how and when and to whom, and they’ll combine great copy with images, video and other media.
You need: a social media manager
I need someone to check my writing
If you’ve written a piece of content yourself - perhaps a white paper or an e-book - it’s a good idea to have a second pair of eyes glance over your work. And though it might be tempting to run it past a colleague, it’s definitely better if those eyes belong to a professional. But you don’t necessarily need a writer for this job. While a writer or even an editor could be useful you want help shaping and developing that piece of work, if what you’re actually looking for is someone to check spelling and grammar, key facts and overall sense and flow, then a proofreader is the best person for you.
You need: a proofreader
I need someone to write my marketing plan
Writing a marketing plan is less about great writing and much more about strategy. It’s an internal document, after all. Because your marketing plan should contain everything from your client personas to your pricing strategy, it’s not something someone can really do for you. However, if you don’t have a marketing manager or team you can work with internally, then a marketing strategist will be able to help you clarify the key points - after which they can certainly write up the marketing plan document itself if you wish.
You need: a marketing strategist
I need someone to write my newsletter
This could be something a copywriter would handle for you. It’s not all that different to website content. Certainly if all you’re looking for is the written text for your newsletter, then that’s fine - and we do look after newsletters for a few clients. But if you want the whole thing designed up too, it may be beyond the scope of a writer, depending on their skill set. And if you’re getting into full service email marketing - including strategy, delivery and analytics - then a specialist email marketing agency is almost certainly your best bet.
You need: an email marketing specialist
For most other things that you might need written for your business, you’ll find a copywriter should be able to help. Our core service offering covers website copy, blogging and video / animation scripts. But we also help our clients with everything from leaflets and brochures to email templates to LinkedIn profiles.
If you still aren’t sure who you need to help you with your project, let us know. If we can’t do it ourselves, we’ll almost certainly be able to refer you on to someone who can.
Want to read more? Try this - Why it pays to hire a professional