Writing for Others
14/02/2010

Writing on behalf of others is never easy. Whether you are a PR agency, drafting comment for clients, a copywriter, or inhouse marketing professional, developing a tone of voice that will reflect exactly what the client wants to get across is serious stuff, particularly if they are an expert in a particular subject, and your job is to write up their point of view.

When in doubt, head for a helpful quote. My personal favourite in situations such as these is from To Kill a Mockingbird...

“You never really understand a person until you consider things from his point of view - until you climb into his skin and walk around in it”

Atticus Finch is one of my favourite literary father figures. So much of his advice to Scout, which I read as a child, has stuck with me for life.

But I’d suggest you need to go a step further than simply seeing something from another point of view.

Don’t write for a person once you’ve considered their view. Write on behalf of a person once you’ve considered his/her aspirations – How do they want to be perceived, what are they trying to achieve on behalf of their team, or organisation, and how might your content get them there? These questions are the first step in pulling together content that will excite and inspire the author, let alone the audience. It confirms that you have really listened to their point of view, and understood their objectives for the communication, whether an external article, or one step in a series of internal ‘call to arms’ messages to employees.

Once you’ve understood the goals of the piece, as well as the objectives of the individual client, remember to see contributions, additions and amends as an opportunity for the client to buy into your work and the final output. It’s an important exchange, not a knock to your professionalism or writing skills – so let it unravel in an inclusive, partnering environment. But balance this with a sense of confidence and knowledge of where to draw the line.

Particularly if deadlines are tight.

And if you need help, you can always call a friendly Kent based Copywriter... Happy writing!