For Part 2, I’d like to tackle what every client should expect from their copywriter. As with every relationship, it takes both parties to make it successful. If a client provides their writer with every possible element needed, the writer should return the favor by delivering a stunning release. That said, here’s yet another short, but sweet, list of what every client should expect from their copywriter when it comes to developing a press release:

1. If working with a freelance writer, a client should receive a written Agreement from hired copywriter. The clear and concise terms of the Agreement should, at the least, cover what each party is responsible for delivering, deadline(s), and the agreed to cost. Having a signed Agreement should alleviate any unknowns prior to work beginning.
2. As basic as it may sound – knowledge. A writer should know how to write for a press release, how to format the release and an understanding of press release distribution. Your copywriter may be highly creative, but if they don’t have a complete understanding of press releases, that creativity will only get you so far.
3. Communication, communication, communication. The client and copywriter should establish a strict line of communication during the creative process. If the client has questions, the writer should be available. If the copywriter has a question or issue, he/she should discuss said issue with client and not take it upon themselves to decide what should be done without the client’s say or knowledge.
4. Creativity based on the client’s needs. In other words, the release should represent the tone and personality of the company, not the personality of the writer. A writer’s personal style should never get in the way of the company’s vision.
5. It’s not a lot to ask that the copywriter meet their client’s needs, especially if the client has provided the writer with all the essentials required. There should be no cutting corners just to meet a deadline or because the writer has other projects on their plate. Every client should feel their project is the priority and be treated as such.

The relationship between client and copywriter is extremely important, because at the end of the day the writer is representing the client and their message. If the writer doesn’t “get” the client’s message, the release will reflect that. The sharing of information is essential between the two, so keep those communication lines open and success should follow.

Most businesses are keenly aware of the viability of a good press release. From a small start-up to a large corporation to an inspiring artist, the creation (and delivery) of a press release is still considered to be the standard means of getting your message out to the masses. And, unless you’re a one-person show, you’ll hire a smart copywriter to craft your news release. With that said, I’ve come up with a short, but sweet, list of what you should deliver to your copywriter when it comes to developing your press release:

1. If this is the first time you’ve worked with a particular copywriter, make sure you provide them with a complete overview of your company. Your writer should know the company’s “personality” to represent them as best as possible.
2. Provide your copywriter with as much information as possible in relation to the message you’d like to get across. Are you launching a new product, opening up a store, showcasing your art? Know the message you want to deliver and relay that to the best of your ability to the copywriter.
3. When possible, provide the copywriter with quotes from key sources. Quotes add a little meat to the release and news editors love to feature them in blurbs and mentions.
4. As simple as it sounds, supply your copywriter with a contact for the press release. Large businesses, and some small, usually have a press or public relations person who will be handling any incoming inquiries related to the release. If you’re an upstart or basically just handling everything yourself right now, make sure you have someone who’ll be the contact person, even if that’s yourself. Sometimes you’re so quick to get the word out you may forget you need a contact person to handle all questions or interview requests.
5. Remember, a press release is a news release. They should not be sexy. They should not have a catchy headline. Press releases are successful when they state the facts in an informative manner. An editor should be able to obtain the key information in the headline, followed by the Who, What, Where and When points within the press release, a short background on the company, and a contact person.

If you follow the basics, you should be able to provide your copywriter with all the major components of developing a successful press release. What’s next? Pt. 2, of course – “What Every Client Should Expect from a Copywriter.”

Gone is the costume we’ve known for decades. The “new” Wonder Woman now fights evil-doers with a more modern look, if you will. Donning blue pants with matching boots, a blue biker jacket and a snazzy red top, this raven-haired heroine has been completely revamped…and I’m pretty sure I don’t know why.

As a friend pointed out, would you change Batman’s or Superman’s costume? Of course not, right? So, why update the look of a beloved, female, comic book heroine that has come to mean so much to so many? Sure, Wonder Woman’s outfit was a bit, shall we say, overtly sexy. But, I don’t know any female that held that against her. That’s what we loved about her. She was beautiful, sexy and could kick your ass without having a wardrobe malfunction. The overhauled Wonder Woman looks more like she belongs in a video game. It’s a cool look, but once again, why fix something if it’s not broken?

Oh, well. That’s my two cents on the matter. Besides, maybe the updated Wonder Woman will have a Facebook page or start sending out Tweets.

As our company is meant to ease the minds of our clients, so is the site. First and foremost, it was important for us to have a site that is user friendly. With that in mind, I was interested in a design that was clean and uncluttered. For us, the content is king so images had to be kept to a minimum.

Erik ran an idea by me that piqued my interest.  He talked about using scanned images of vintage etchings (the ones you would find in books, newspapers and magazines published during the late 19th to early 20th century) as accent images throughout the site. I loved the idea of playing off of the classical with the modern. This was achieved with my logo so I wanted to see where he would take it. After milling through countless references for the right scans, we found four (a butterfly, a quill pen, a vintage telephone and an early prototype typewriter) that were perfect for what we wanted to achieve.

During one of our many sessions of sussing out inspiration, we came across an early 20th century biology textbook where the etchings and diagrams were labeled Figure 1, Figure 2, etc. This lead us to labeling each of our scans, not because we didn’t think that our visitors wouldn’t know what they were, but because we wanted to add playfulness to the site as well. So, the “facts” located at the bottom of each page is just us having a little fun (and maybe sharing some knowledge) with you. All work and no play, right?

And, finally, it was important for us to have a blog where we can share our insights about writing and content strategy, let you know about exciting news or simply just discuss personal thoughts on varied subjects.

Six11Ink has been in the works for several years (I’ve been writing since I could remember) and we are thrilled to have a website that represents who we are as a company – creative, straightforward, client-friendly, fun and professional. After all, content has always been a matter of expression, right?

Hope you enjoy the site and, if you have any questions or suggestions please do not hesitate to share them with us.