So all I had to do was watch the videos and write their content, formatting it so that it was readable and complied with the codes of web writing .
I must have had the client on the phone for a total of 10 minutes and after an exchange of emails, I was off.
The first article was okay but the tone was too serious. It singapore whatsapp needed more fun, a lighter tone. Ok, let's go for a little less seriousness.
After the second article, I finally had to add emojis but not too many and/or gifs but not too many. After three or four tries, I think I managed to find what the client wanted.
Do you see the problem?
If I had had a full briefing earlier, everyone would have saved time because the client was going over my texts and I was having trouble understanding what he wanted.
At no time did I have:
A defined target,
Clear personas,
A communication objective.
And I got information bit by bit about the tone to use and the specific recommendations.
The blame is shared : the client should have taken the time to brief me properly and I should have asked for more information.
I won't be fooled again. Now, if the briefing isn't comprehensive enough, the client should expect to receive a detailed document to fill out . I'm flying blind and so should you!
Read also: When to call on a web editor?
What are the consequences if the web editor is not briefed?
Assume that the web editor or any freelancer you hire doesn't know your business. Unless you're Apple, Amazon, or Nike, you'll need to explain what you do.
And even so: large companies must take the time to explain the internal workings and the underlying communication objectives so that the web editor can provide work that meets your expectations.
The consequences can be more or less significant:
Waste of time: for the company and the freelancer with an increase in exchanges, returns and modifications
Annoyance: Finding that the web editor doesn't understand what you're getting at can cause irritation. Similarly, the freelancer may feel frustrated by having to constantly go over their text without having clear instructions to follow.
Loss of money: generally, in the quote of a web editor, some modifications are included in the price (2 round trips for example). Beyond that, you will have to pay for the additional modifications. So you lose money by not taking the time to brief the web editor
Mission failure: In the worst case, the mission may be a failure if the two parties fail to understand each other at all. Or, the company may decide that it will never use this freelancer again and the web editor may swear to himself not to collaborate with the company in question again.
Either way, everyone loses!
Read also: 3 good reasons to collaborate with a web editor in the long term!
How can briefing exorcise your fears of hiring a freelancer?
Yes, yes, definitely exorcise (well, not like that):
I understand, entrusting a web writing mission to someone you don't know is difficult. Your business is a bit like your baby and you would like to be able to do everything yourself.
Except that often, it's not possible. You lack the skills or time to take care of all the tasks in your business.
I completely understand that you develop fears when using a web editor : fear that he won't meet the deadlines, fear that he'll deliver a crappy text, fear that he won't have sufficient SEO skills, fear that the result won't live up to your expectations, fear that the freelancer will completely miss your problem...
You know what? I have the magic solution to all his fears: COM-MU-NI-CA-TION!
The freelancer can't guess what you need and you can't know how he works. What if you two exchanged?
Taking the time to brief the web editor will allow you to reduce your fears.
Visit one of my previous articles to find out the essential steps not to forget in the web editor’s briefing .
