One of the hardest things about working with a creative contractor such as a copywriter or designer is that you don’t always know what you want until you see it. Or, if you have an idea of what you want, it’s hard to put into words and images, which is why you’re probably hiring someone else to do it in the first place, right? This catch-22 can often result in guessing games for both parties. Not only does having very little direction make a project take longer than it should, it makes it difficult to come up with an end product that you as the client are 100% satisfied with (and no one likes that. I like my clients happy).
I know it’s not always easy to explain your vision. I went through this when I hired a designer for my logo and I go through this with my clients all the time. And even though mind-reading is not an option, there are plenty of ways you can approach this process so that your creative-for-hire gets you.
1. Become a collector of ideas. Next time you see a piece of writing you like, or a web design you find appealing, bookmark it. It doesn’t even have to be from a company doing things similar to yours. If something speaks to you, take note. Even if that particular sample has one thing you like about it (like the colors they’re using, or the humor in the writing) save it and pay attention to WHY you like it. Ask yourself, is this a style that’d I’d like to see in my project? Having a collection of ideas that resonate with you will help add definition to your vision.
2. Pay attention to your competitors. What are people in your industry already doing? Before you can create something original, you need to know what else is out there. Browse competitors’ websites and consider what you like about their style and what you don’t. Think about how you’d want to be different.
3. Take a good look at yourself. Who are you? Get as specific as possible. Go past the titles and the company names and get to what makes you different. Then think about how you want that quality to be represented in your branding, your writing, or your design.
4. Take a good look at your audience. They don’t know the same things you know. They don’t necessarily need to. They just need to know that you’ll take care of their needs. So what are those needs? This is probably one of the most important things you’ll need to communicate to the writer or designer you’re working with (and any good one will ask about it and pull it out of you).
5. Pretend you’re dating yourself. If you had to write a personal ad for your company in twenty words or less what would it be? Don’t worry about it being a good group of words, (that’s what a writer’s for) instead focus on the message you’d want to get across if you had a limited amount of real estate. What ideas, words, or images take priority when you have to commit to just a few?
6. Don’t hold back. If the problem is that you have too many ideas of what you want, don’t worry. Get them out and convey them to your creative-for-hire because she may be able to see a pattern in them that you hadn’t noticed before. Don’t be shy about your ideas, either. Just because you’re not a writer or designer doesn’t mean that you’re not creative. In fact, it makes your perspective valuable because you’re bringing a different background into the picture. So get it all out there. Writers and designers might have the know-how to do their thing, but they still need the tools to craft your vision. Think of your ideas and direction as tools that you’re bringing to the table. Better to have more than to have too little.
What about you? Share your tips and tricks for getting the right direction for a project.
