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The value of working with professionals

Plenty of people claim to be professional writers, editors and other kinds of communications professionals. Lots of would-be communicators will work for low rates to get started or out of desperation. Working with them may save you money in the short run, but won’t provide the quality work you need - and could cost more in the long run. I’ve quietly tried to educate clients to this important concept over the years, but have tried to save a few dollars this way myself on occasion - not in what I give clients, but in things for myself. Here are a couple examples of taking - and reversing - such shortcuts.

Bringing in a professional designer

When I started working on the “Build Your Communications Business” conference I’ve organized with tech writer/editor Kat Nagel, coming up Sept. 29–Oct. 1, I created a brochure and other materials myself. I did fine with our website (www.communication-central.com), thanks to templates available from HostMySite.com and tips from Kat.

I don’t mind admitting that I “designed” the first promotional brochure, but it never really felt quite right. I’m very good at layout and desktop production, and have created several attractive, readable newsletters and fliers for clients, but I’m not a professional graphic designer, and I was too close to the project to be objective about it.

Enter Bruce Younger, a long-time friend and very talented graphic designer. While helping me trouble-shoot some computer stuff, he looked at the brochure, and offered to revamp it. Bruce’s version is dramatically better. The fonts are strong and work well together; there’s a beautiful piece of original graphic art that literally says “take your business to new heights,” and - as you can see at top left - the overall impact is professional, exciting and inviting.

The brochure will go out in the mail shortly, and to local outlets such as Rochester’s Writers & Books and the Arts & Cultural Council office. I’m willing to bet it will generate a great response. Please feel free to download a copy for yourself!

Working with a professional photographer

Like most people, I’m pretty self-conscious about how I look in photos. When I launched my website, I trolled through recent pictures for one where I looked friendly, approachable and recognizable, yet reasonably professional. I got positive responses to my selection, but I was never sure that it presented me in the most professional way. I considered a couple other informal shots in the past few months, but none seemed notably better or more appropriate; the best ones usually had a lot of glare from my ever-present glasses, or someone’s hand on my shoulder, or the strap of my bag showing. There’s always something!

In the process of organizing and promoting the “Build Your Communications Business” conference, I started thinking that I might need a more formal photo. The “tipping point” was when graphic designer Bruce Younger glanced at my website as we were discussing revamping the conference brochure, and said bluntly, “You need a better photo.”

I tried one session with a colleague who, like me, is a pretty good amateur photographer, and who has a lovely garden that seemed like a perfect setting. Unfortunately, we couldn’t overcome glasses-glare, and my expression looked kind of anxious as well.

A few days later, I was in the studio of professional photographer Garry Geer of Geer Photography (www.geerphoto.com). The sitting was a lot less nerve-wracking that I expected - in fact, it was almost fun. He was funny and pleasant, so I was able to relax. And a couple days after that, I had about 50 shots to choose from for my new official photo!

While I was more concerned about looking professional than cute, I still wanted to relay my bubbly personality. I think colleagues and clients will agree that my investment in a professional photographer was worthwhile.

If you decide to have a professional photo taken, here are a couple tips.
• Take along a couple changes of shirt/top, jacket and – for guys – tie. A modest scoop neck is the best style for women's tops.
• Allow plenty of time, so you can relax – don’t schedule a formal portrait sitting for your lunch hour.
• Ask for references and look at photographers’ websites, where you can get a sense of styles and approaches.

So, why hire Ruth E. Thaler-Carter?

All of this leads to the question of "why hire me" - an experienced, professional writer, editor and desktop publisher - for your writing, editing and publications projects. The answer is simple: You need a writer, proofreader, editor or desktop publisher whose topnotch skills and reliability will make you and your publication or organization look good - professional, interesting, accurate, error-free, and worth reading and supporting. That may cost a little more than using a newcomer to the field - but the investment will be worth it.

Here's what clients have to say. Watch this space - more comments to come.

"The article is terrific - (Ruth) did a great job, in my opinion. Congratulations on pulling us up a few notches!"

"You should have heard the ohs, ahs, eows, wows, fantastics and other assorted appreciative sounds ... as we were handed our newsletters. It looks really new, bright, shiny, and exciting - and the articles are really timely and well written and caught my interest. This is a fabulous newsletter! The design is freshened up, the writing is crisp, there are more pictures, the stories are interesting, and the subject matter certainly is urgent!"

"Loved your last release. Yep - nice clean and logical release. Usually I have to rewrite parts or my supervisor asks, 'who the heck is writing these' - not a peep out of him for this one and he didn't change anything, either!"

"Thank you very much for being a solid rock. You are dependable, professional, conscientious and trustworthy. Rare traits in workers these days - whether on staff or consultants. I really value your help."

Here are links to some of my tips for colleagues.

I wrote this article on effective press releases for Magnificent Publications' Editorial Advantage electronic newsletter, based on one of my handouts for my Communications Day seminar: http://www.magpub.com/services/articles/advocacy_articles/pressrelease1.htm

The owner of Writing911 interviewed me about writing for nonprofit newsletters in this item: http://www.writing911.com/database/idx/0/111/article/Writing-a-Newsletter-Tips-for-Nonprofits-from-Ruth-ThalerCarter-.html

I offer tips about conference planning, based on the recent Communication Central conference, in this article for AdHub: http://www.adhub.com/columns/ruth_thaler_carter01.html