Anything will do, from slide PowerPoint presentations to one-page memos. Getting a look at these materials helps you in three ways. Second, it gives you the opportunity to see how much you can improve on them. A number of organizations produce individual pieces that stand on their own respectably enough, but a surprising few have taken the time to put in place an overall branding or communications program that enforces a consistent voice and style.
Say your friend showed you a marketing brochure the company produced for its last big product launch, and you thought the writing was awful. Chances are someone inside the company thinks so, too. Use the proper bait. The level at which I set my rate for a given client is a function of the size of the company, the size of the project, the difficulty of the work, the timeline surrounding it and any other factors that present themselves. I do several other things to stand out to clients.
For instance, in my standard agreement, I include two rounds of back-and-forth revision to whatever extent the client deems necessary. I also cap every one of my quotes: And any edge you can get over the competition is worthwhile. Reel in your catch. Getting a foot in the door is one thing. Being invited to cross the threshold is another.
How do you get a company to want your services again and again? Apply the same attitude to your corporate writing. Perform great work for one person, and that person might refer you to half a dozen others in the organization with similar needs. Knock the ball out of the park on an assignment you think is trivial and you might find out they were giving you a trial run before pulling the trigger on that major project, which is now going to pay your bills for the next two months.
The ripple effect of doing an impressive job is always larger than you think. Creative types can sometimes be, um, a little testy when it comes to their art. Be pleasant to work with. It is not your job to tell them how to do their jobs. If they feel like trimming that sparkling line of copy you know would probably sell the product on its own, take a deep breath and say nothing. But even in such cases, tact is the watchword. You must never act condescending, snappish or rude.
Calmly explain why the appearance of a comma in such a spot is like the sound of nails on a chalkboard, and move on. Collect these endorsements over time and categorize them according to industry, type of project and so on, so you always have them at the ready for prospective clients. Once you have a few, add a testimonials page to your website. Also, gather samples of your pieces as you go. In your standard agreement, include a clause that stipulates you are permitted to use all or part of the assignment in your own promotional materials.
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