Care and feeding of freelance copywriters; retainers, trust and positive feedback help freelancers produce winning packages

Folio: The Magazine for Magazine Management, August, 1988 by Michael Garry

Care and feeding of freelance copywriters

Washington, D.C.--A good freelance copywriter--one who produces winning direct mail packages--may be hard to find. Yet direct mail breakthroughs often come from outside writers. How to keep freelancers on a winning streak was a popular topic at a recent Direct Marketing Association convention, where Sandra Corpora, creative director, Rodale Press, moderated a session on managing the creative function.

Often Rodale turns to freelancers for its one-shot packages, retaining its own staff for most of its direct mail campaigns. "Whenever we have a need for something new or different," says Corpora, "we'll consider going to a freelance copywriter. Our ideal is to have in-house creative, plus freelance creative, so we can test a variety of approaches."

To find freelancers, Corpora reads articles in business publications by and about copywriters, checks directories, such as Who's Who in Direct Marketing Creative Services, and keeps a file on "every writer we hear anything about." Often, she relies on recommendations from consultants or noncompeting marketers who sell similar products. She looks for publishing experience and for sample copy that has "headlines that grab you and are benefit oriented, copy that's interesting and compelling to read and an offer that's clean and strong."

Retainers do just that

If they find a good freelancer who can be used regularly, publishers should consider paying a retainer, Corpora advises. This will ensure that even if the writer is very busy, the publisher will receive priority treatment. Retainers are best if the publisher requires highly specialized copy that can't easily be bounced from one writer to another.

But retainers aren't cheap; they start at about $750 per month. Rodale recently had copywriters on retainer for $1,500 per month and $10,000 per month. "They were both worth it," Corpora says. The retainer should be described in a simple contract or letter that outlines the work expected and the time frame, as well as a 30-to-60 day cancellation clause either party can exercise.

Whenever assigning a project--whether in-house or freelance--publishers should present complete background information from previous tests of offers, premiums or creative material. "If you hold back information, you may get a weaker job," Corpora notes. "Agencies and freelancers can be trusted to be discreet about confidential material."

Publishers should also describe the marketplace, the target audience and any research findings, suggests Corpora. In addition, she recommends bringing the editor in to discuss editorial positioning.

Once talented freelancers are in tow, publishers should treat them with care. Criticism, for example, should be given sensitively. "The worst reaction [to freelance work] is 'I just don't like it, but I'm not sure why,'" says Corpora. "Tell the freelancer which sections of the copy could be stronger and why."

Corpora also suggests that in-house designers work directly with freelance copywriters so that the writer feels more control over the package. Once the package mails, samples should be sett to everyone involved in its creation, she adds.

Finally, Corpora stresses positive feedback. A letter of thanks or a laudatory press release in the company newsletter takes very little time, but can make a big difference when rehiring the freelancer for another job.