The input of freelancers is like salt in soup. But what makes a good freelancer? In the interview series "Text Whispers," Sabine Fäth, founder of SCRIBERS[HUB], asks all those who value working with freelancers.
This time with Ines Soethof, owner of the creative agency mlkywy.
1. In what situation do you hire a freelance copywriter/journalist/author and why?
I'm a trained journalist and editor myself, and after many years in marketing, I founded my agency to focus on creation, communication, and brand building. I only bring in copywriters when my clients' projects are a) so extensive that writing them myself would hinder my other project tasks, or b) so specialized in content that I prefer to rely on dependable, expert copywriters. Whether copywriter, graphic designer, or editor: everyone should do what they're passionate about and do best – and build a network of like-minded professionals for everything else.
2. Are there situations where your own network is insufficient for finding a freelancer? What are they?
Constantly! There are always pitches or concrete inquiries/projects coming in from areas where I haven't worked before, or only peripherally. For example, I have many authors in my network from the beauty or entertainment sectors because I've been working with clients in those fields for many years. But I don't know any freelancers with in-depth knowledge of, say, Formula 1, astrology, classic cars, or even German foreign policy, or only very few.
3. What was your best experience with a freelance copywriter/journalist/author and why?
The best working relationships are always those where both or all parties benefit beyond simply placing and completing a project. Recently, I spoke with a client about repositioning her brand and products, and we quickly realized that she primarily needed a copywriter who fully understood her product and its market. In this case, I had exactly the right person in my network. Conversely, he had already introduced me to his clients as a consultant and creative agency. Trust and rapport built through years of respectful collaboration are truly essential: when the chemistry is right, the joint project is bound to be a success.
4. The advice I would absolutely give to freelance copywriters/journalists/authors is… Here are two tips: – You don't necessarily have to be the very best in your field. But you do need to be the most reliable. – Specialize, but be generalists! It sounds like a contradiction, but it isn't: Only those who possess above-average expertise in specific subject areas can serve a niche better than others and remain memorable to relevant agencies, editorial offices, and clients. However, those who aren't broadly and solidly positioned enough may run into problems if a particular client drops out or they suddenly want to work in other areas or subject fields.
5. My most important principle when dealing with freelancers is…
Be precise with your expectations, but leave enough room for new perspectives and ideas. It's precisely the outside view that can often strengthen a project, both in terms of content and processes. For me, freelancers are always partners on equal footing, whom I treat with empathy, respect, and trust. That's what I expect from my colleagues in a team as well.
