expertise

Whatever supermarkets say, each one has different strengths and weaknesses and not one of them ever offers precisely what we want. It’s the same with communications and marketing providers.

When you want a specific communications job done, it’s best to select someone who either has existing expertise in that field or can demonstrate the capability to do that type of work. Just like the supermarkets, some providers are better at some things than they are at others.

When you’re selecting a copywriter, look at what type of work they specialise in: advertising, online content, print magazines, public relations, corporate communications or consumer material. Each one requires a specific approach and not all copywriters will be capable of handling them all, although some will.

It’s useful to see samples of the work that a copywriter has produced to help decide whether you want them to write your copy. It’s not the most important thing, as you also need to develop a good working relationship with a writer. Also, just because they have no experience of a particular type of work, doesn’t mean that they won’t be good at it. If you want a versatile writer who can write for different media, the relationship and overall ability could be more important.

On the other hand, if a writer feels out of their depth or is not confident about a certain type of work, they shouldn’t take it on.

All this applies to other providers, including graphic designers and web site developers.

The best result is to find communications providers you can trust to come up with effective material that will meet your objectives.

After our last blog, have you checked your communications to see if everything is up to date?

z2zine tomorrow: Understanding the numbers game

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