This is the game that takes place when you just can't seem to find a writer that works. So you fire them. You hire another. Same deal. Eventually, you hope, you'll hit the jackpot.
I'm sorry to be the one to tell you this, but the reason you're missing the mark so much is probably not the writer. Sure, there are some writers that are more talented than others. But from my experience, when a writing project fails to launch, it's likely because the leader hasn't done a good job communicating their vision.
Explaining what's in your head isn't easy. Believe me. I know. I help build brands for a living and have had the chance to work with some of the biggest ones out there. Somehow, that work seems easy. When I have to sit down and make sense of the mess that's in my brain, I get frustrated that it doesn't come out as clearly in words as it is in my mind.
It takes a lot of dedication and discipline to articulate a vision. But it's worth the effort. Time and again, I've witnessed that the companies who take the time to build consensus and document their foundational content see a much better result when they work with a professional writer. They're no longer taking chances. Instead, they're stacking the odds in their favor.
One of the things that really helps me when I'm stuck is a checklist. So, I've developed a checklist to help you go through your foundational content.
Step 1: Organizational Content
- Mission Statement
- Vision Statement
- Core Values
Step 2: Audience Content
- Ideal Customers
Step 3: Product/Service Content
- Value Proposition
- Elevator Pitch
Until you have all of these items documented, you're going to be playing writer roulette. These items make up the foundation of your content. Just as how you wouldn't build a house without first pouring the foundation, you shouldn't build a brand or content marketing plan without first having these elements in place.
Over the next few months, I'll be diving deeper into how to check off each step. For now, take a quick inventory. How many of these elements do you have in place?