The input of freelancers is like the salt in the soup. But what makes a good free? In the "Texteflüster" interview series, Sabine Fäth, founder of Scriber's [Hub], caught up with everyone who appreciates cooperation with freelancers.
This time with Ines Soethof, owner of the creative agency mlkywy.
1. In which situation do you book a free copywriter/journalist/author and why?
I am a trained journalist and editor and after many years in marketing I founded my agency to focus on creation, communication and brand building. I always book copywriters when the orders of my customers a) are so comprehensive that my own texts at the other project tasks would slow me down or b) are so special that I would rather be on reliable copywriters from Fold back. Whether copywriter, graphic artist or cutter: Everyone should do what you or passion can best do with passion - and build up a network for the rest whose heads think exactly the way.
2. Are there situations in which your own network is not sufficient for searching a free one? Which are they?
Continuous! There are always pitches or specific inquiries/orders that come from areas where I have not yet worked or only worked marginally. An example: Author from the beauty or entertainment area are available in my network because I have been working with appropriate customers for many years. But so far I have not known free with a deeper idea of, for example, Formula 1, astrology, vintage or German foreign policy.
3. What was your best experience with a free copywriter/journalist/author and why?
The best work relationships are always the ones that both or all sides have something that goes beyond order and implementation. The other day, I spoke to a customer about the repositioning of your brand and products and we quickly found that you first need a copywriter that your product and the associated market understood comprehensively. In this case, I had exactly this person you are looking for in my own network. Conversely, he already introduced me to his customers as a consultant and creative agency. Trust and sympathy through many years of respectful cooperation are really important: If the chemistry is right, the joint project will also be a success.
4. The advice that I would definitely give free copywriters/journalists/authors is ... I have two: - You don't necessarily have to be the very best in your topic. But the most reliable. - Specialize, but are generalist! Sounds like a contradiction, but none is: only those who bring above -average specialist knowledge/expertise in certain subject areas can serve a niche better than other and corresponding agencies/editors/customers remember. However, if you are not set up and solidly set up, you may get problems if a certain client*falls away or he/she suddenly wants to use other areas/subject areas.
5. My most important principle in dealing with free is ...
Be precisely with expectations, but leave enough space for new perspectives and ideas. It is precisely the view from the outside, which can often make a project stronger in terms of content, but also in its processes. For me, free are always partners at eye level that I meet with empathy, respect and trust. I also expect that from my counterpart in a team.
