We see it all the time. A business wants to create a new website, train new hires, or start a podcast and realize that, although they’re experts in their industry, they are not content creators. They stare at an empty page wondering what to say, or they try to “wing it” and get subpar engagement with their audience.
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So, they google “hire a writer” and begin their descent down a rabbit hole of options. How do you know which type of writer to hire? Do you hire a copywriter, technical writer, instructional designer, or a screenwriter?
There is a TON of overlap between different types of writers. In fact, you may find that a copywriter is also great at instructional design. However, there are some things you can do to help narrow your search.

If you’re a business, you ultimately need to sell a product or a service; however, HOW you attract customers is just as important as closing the deal.

• Sell = Copywriter. Content created for customer-facing sales or marketing materials is called copy. Therefore, if your express purpose is to sell something, you’ll need a copywriter. Copywriters are specially trained to create content for advertising material, sponsored blog posts, and so on.

 

• Teach = Technical Writer or Instructional Designer. If you’re looking to educate your audience or become a thought leader, technical writers and instructional designers are essential. Technical writers excel at taking complex topics and presenting them in an easy-to-understand format such as an instruction manual or white paper. Instructional designers differ from technical writers because they can help you create an entire training curriculum as well as instructional materials.
  • Keep in Mind: Not all instructional designers are writers; “instructional design” can sometimes refer only to the creation of an overall teaching strategy/curriculum.

 

• Entertain = Creative Writer. If you want your commercial, book, or course to hook your audience with a funny, endearing, or dramatic story, you better hire a true creative – at least for part of the project. Telling a story requires skill in structuring content and adding engaging imagery that connects with your audience on a personal level. Screenwriters, scriptwriters, graphic novelists, songwriters, and so on can do just that, often in partnership with copywriters or technical writers.  

Do you need blogs? A radio commercial script? A book that boosts your public image? Make a list of formats that your target audience consumes, then look for writers (of any type) with experience creating content for that format.
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Why? Well, because writing a TV commercial script is different from writing a book — you not only have to provide lines for actors but also provide direction for the video and editing crew. 

The next step is to think about the requirements of your project. Is creating content with a unified voice an ongoing need? Do you want to have the writer available at your beck and call? If so, consider hiring a staff writer or full-time copywriter for your office.
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However, if you just need help with a single project or don’t want to commit to adding another employee, hire a writing agency or a freelancer. You may not be able to have them write a 20-page report at the drop of a hat, but independent writing agencies and freelancers can often provide more budgetary flexibility and range in writing styles than hiring a full-timer. 

At Dream Write Creative, our writers have experience in a variety of content formats that help our clients achieve their goals from writing video scripts to designing training programs. CONTACT US for more information. 

Your company is getting bigger, and you run into a problem. You have brand requirements, logos, specific colors to use. But increasingly, you notice variations in how your brand’s content is presented. Your print materials come across as highly formal while your social media posts and videos sound casual and friendly. Soon, you start attracting customers who aren’t in your target market. This may be a good thing! Or, more commonly, your team wastes time vetting leads that get you nowhere.

When hiring people (new hires, vendors, and consultants), it’s important to remember that all of the content we create—emails, web copy, podcasts, and videos—should follow the same house style.

Yes, selecting style manuals (AP Style, Chicago) helps, but an in-house style guide, as well as project-specific style sheets, are what create your brand’s voice. Custom house and project style guide include clarification and direction on how to handle jargon, bias, idioms, specific terms, acronyms, spellings, and more.
 
Why Create a Style Manual?

When there are multiple people working toward the same goal, they all need the same information to base everything off! So, if you have a large company with branding/legal requirements, or if you have multiple assets created by different people, style manuals help move everything along properly and succinctly. It is important to have a consistent style between the written word just as much as the artwork (logos, colors, etc).
 
How to Create an In-House Style Manual

An “In-House Style Manual” is a “Project Style Sheet” on steroids (more on that below!), because instead of creating a brand voice for a specific project, like with a style sheet, an in-house style manual is used for everything any type of communication your company creates. An in-house style manual will help support your brand, legal requirements, and customer needs.

Things to consider including in your style manual:

• Unique requirements of your company that deviate from preferred style guide (AP, CMS, etc.)
• How to handle sensitive/controversial content
• Company branding and trademarking rules
• Word choice preferences
• Rules from your legal department
• Formatting requirements (font, color, style)
• Workflows
• Answers to frequently asked questions

 
What Are Custom Project Style Sheets?

A custom project style sheet helps with accuracy and consistency through a project from start to finish. Everyone on the project can use it, but it can also be used to train new team members!

If you already have a general or in-house style manual, a project style sheet will explain deviations from the norm. They also are especially helpful if you create materials for different clients. One client may prefer a professional, informative voice, while another may keep it casual. Project style sheets make sure you don’t make Client A sound like Client Z!

Style sheets work best if they care created early in a project or even before a project starts. If there are multiple contributors or multiple parts to the project, having a style sheet early ensures that the goals and consistency are maintained from start to finish.

Custom project style sheets often include:

• Unique requirements of the project/client that deviate from preferred style guide and in-house style manual
• How to handle acronyms and jargon
• Preferred word choice
• Formatting requirements (font, color, style)
• Contact lists and workflows
• Answers to frequently asked questions about the project, client, or target audience

 
At Dream Write Creative, we can help you create your custom in-house style guides and custom style sheets with great aplomb. Please CONTACT US to get a quote and schedule your first strategy session.

Bridging the Gap Between What Your Audience Wants to Know & What You Need to Tell Them