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March 23, 2006
"Ghosts" Who Keep Your Marketing Message on Target
For most people, “ghost writer” conjures up images of an anonymous author who writes and publishes a book under the name of a well-known celebrity. If the book does well the celebrity gets the fame and glory and the writer gets a nice check and another credit for his or her resumé.
To put it in simple terms a ghost writer is a writer-for-hire – an independent contractor who provides a product or service for a client. Unlike authors who write under their own names and own their work through copyright, the ghost-writer’s work – after payment – belongs to the client, i.e. the celebrity whose name is on the book cover.
So, then, what possible connection could your business have with “ghost-writing”? More than you might think. Work-for-hire writers, also known as Freelance Commercial Writers (FLCW), are fast becoming an important marketing resource for businesses of all sizes. FLCWs write marketing or PR “copy” for a business or organization. Their job is to help clients communicate a clear, attention-grabbing message.
While the FLCW has been a fixture for some time among large companies, they’ve only recently begun to gain appeal among small businesses. There are two reasons – actually, misconceptions – why they aren’t more utilized by smaller firms.
First, many small business owners and managers see no need for hiring an outside specialist to write for them. Those that employ some form of marketing strategy primarily rely either on media or advertising firm account executives to produce their advertising copy – or the business owner has it written in-house. Second, many small firms don’t believe they can afford what they assume is a big business luxury.
FLCWs answer both misconceptions by pointing out that their services are first and foremost enhancements to any company’s marketing strategy. Any company regardless of size that has a marketing or public relations plan can increase the effectiveness of that plan (and not decrease the company’s profit margin) by employing a writing specialist.
FLCWs also say they affect their clients’ bottom line in other ways. As an independent contractor, their clients only pay for them when they need them. For the occasional project, a business owner can know at the outset what the project will approximately cost, just as he or she would know what their favorite plumber would charge to fix a leaky water line. The FLCW may charge what could be translated to an hourly wage (perhaps even less than the plumber!), but the costs are contained within specific marketing projects. If viewed over the course of a year, payables to an FLCW may represent only a small portion of total marketing expense outlays. And, if the writer has done his or her job, the results will well justify the expense.
Besides collaterals (such as brochures or sales letters) FLCWs serve clients in other venues that require a clear message:
- Online: Any company that maintains a website could benefit from an FLCW. One of the cardinal rules for good website traffic is to update the site regularly through “What’s New” or “Online Newsroom” features, or renewed splash pages. That means new content.
There are other online venues growing in popularity among businesses intent on targeting their marketing efforts, including e-mail newsletter/promos or blogs. In all these online pursuits, FLCWs can be a critical source for new content.
- Community and Industry Awareness: Even small businesses need to keep up their image – or make sure they have an image to keep up. The most common writing forms designed to raise business or brand awareness are the news release, the feature article and the industry publication piece. An FLCW with particular skill in crafting articles can be invaluable to a business seeking a higher public or industry profile.
- Customer Relations: Marketing for new customers usually involves very direct “Benefits and Features” presentations. But there are other forms of marketing after the sale – to keep customers coming back for the next purchase opportunity. Here, the approach is a bit more subtle and can involve a variety of forms: user manuals and helps, follow-up surveys, new product/service announcements, etc. The regular services of an FLCW can greatly affect the effectiveness of these follow-up contacts with a business’s customer base.
Finding a local FLCW can be a little difficult. It’s rare to flip through your telephone book Yellow Pages and find an FLCW directly marketing their services. That’s because the majority of FLCWs market through cold calls, word-of-mouth leads, direct mail or other direct marketing efforts. Some of them don’t even refer to themselves as FLCWs, preferring either “business writer,” “content provider,” or, the traditional “freelance copywriter.”
That doesn’t mean you can’t find one if you’re looking. One of the best places to look is the Internet (especially if you’re willing to work with a “telecommuter”). Search engines will yield a myriad of hits for freelance writers or copywriters. You can also advertise your projects on job sites like Guru.com or MediaBistro.com and receive bids from potential writers.
If you’d rather stay in the local market, then ask other area business owners or your local chamber of commerce for copy sources for marketing. You might also ask any contacts you have in the media if they know any “moonlighters” who write content for businesses on the side.
An FLCW may be a new addition to your network of strategic partners, but you may soon find the skills he or she brings to the table will make them an invaluable part of your team. Who knows, you may even come to believe in “ghosts” – especially those that increase your marketing effectiveness.
David Webster is a freelance commercial writer located in South Mississippi. You can contact him at info@webstercreative.com or visit him on the Web at www.webstercreative.com.
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