You've searched on LinkedIn and Google.
You've called every trade magazine reporter you've ever met to see if they accept freelance gigs.
You've asked every colleague, ad agency person, friend, relative, neighbor, and dog you know.
And still you haven't been able to find a freelance copywriter who has that magic combination of good writing skills and strong knowledge of your technology.
Yet you know that your sales materials need the polish and clarity brought by a professional writer. What can you do?
You'll likely need to consider working with a technical copywriter who has good skills and relevant experience, but who will need training in your particular subject matter.
Of course, when you search for the profile keyword "technical copywriter" on LinkedIn, the result is a long list of potential candidates. Here's how to winnow that list to the writers who may be a good match.
- Look for the writer's experience with other clients in your industry or, if helpful, in your customers' industry. The more deep and gnarly your technology, the more you want a writer who has some idea what you're talking about.
- Check whether the writer indicates experience in writing for technical decision makers (sometimes listed as TDMs) in business-to-business sales. These marketing environments involve the most complex and difficult content, so this is a writer who likely won't be overwhelmed by taking on a big, new writing challenge.
- Does the writer list his or her areas of technical knowledge or hold any certifications? Do those subjects have a level of difficulty comparable to that of yours?
When you have found a promising freelancer, start with an easy project that will help both of you determine whether the match is truly right. Editing and polishing a draft written by one of your technical experts is a good start, because the writer can learn while working.
But also be ready to pay for some amount of the writer's time for guided learning about your technology. Sending links to relevant websites, providing your own published materials, and holding training calls where the writer can hear explanations and ask questions about key concepts are all helpful activities.
Very soon, you'll see this investment pay off in a writer who develops better drafts and needs less time for basic information on interview calls. And when you have reached that point, plan on assigning new projects regularly so the writer's knowledge stays fresh and you benefit from quality, targeted, insightful marketing content.