Welcome to the week, and welcome to a new series at QRW. As I mentioned last week, I think a shortcoming of the bloggy writing world is a lack of specifics in favor of themed retreading of the same topics. As you all know, my M.O. is one of doing what others don’t, and finding success through it. So I’m starting a new freelancing focus that concentrates on case studies and specific suggestions. Let’s try this, shall we?

First, the situation.

When I first started freelancing, I found it was freaking fraking hard to figure out what my clients wanted of me. Oh sure, they give you thoughts and documents and direction. But invariably, after hours of work and some sweaty tears, drafts would come back with imprecise comments. “More,” they wanted, or “less,” though what of they weren’t sure. “More emotion,” “less feeling,” but when pressed, the clients would have no ideas on what needed change and why. I decided I needed a better way to communicate with my new clients right off the bat.

EXAMPLE 1: I received what I assumed to be a simple edit job for a manual used in a regional traffic school. The assignment was to fix grammar, ensure certain topics were covered equally, and other supposedly simple tasks. After brief consultation and bidding, I then awaited my simple project that would fit in my extra hours for the week. But suffering succotash, the writing and organization was, to be blunt, atrocious. Simple changes would not do it. So, without consulting the client or communicating about goals, I attacked that manual with the brute force of a spandex-clad genetic mutant.

My initial thoughts: This blows. Like, really, blows. With the nasal and painfully embarrassing toot of a foghorn. The writing is on par with a kindergartener. The organization is made to explode my brain with its sheer ludicrous-ness. I cannot rest until this piece of dreck is at least passably fluent in English. And, oh, I way underbid this project. Fuck.

My mistake: So many, kids. I didn’t see the document before I bid on it. I didn’t clarify the scope of the editing needed. I didn’t ask about their business goals, how this project fit in, and other questions that seemed unnecessary at the time for a simple edit job. I went ahead and reorganized and reworked that bad boy like I thought it should have been, only to have the client balk and insist on putting it back the way it was, only with fixed grammar. It ended with paltry pay, excessive hours, and a finished example I will never show to anyone even if pliers and fingernails are involved.

This is just one of several client experiences that showed me I needed a better way. The solution? I developed a client questionnaire, one that covered the nitty gritty of each assignment but also some qualitative questions to better understand the client and better write for them.

EXAMPLE 2: I was approached by the organizer of a new non-profit in Chicago who wanted someone with the ability to edit existing materials and create new ones. Oh so much smarter with clusterfraks like the one above under my belt, I set up a time to speak with this new client and go over a full questionnaire to determine the scope of what he needed, the styles which he liked, and the full story behind his new venture.

My thoughts: Let’s prevent this from blowing, shall we?

My process: I guided my client through my discovery questionnaire in three parts:

• In Part 1, I asked him the key questions about the specifics of the project. What kind of materials did he want (brochures, website, articles, press releases, etc.)? What was his timeline, and his budget? What was he looking for from a professional writer, and what brought him to me?
• In Part 2, I asked him questions about his organization. What made it unique? What were his short and long term goals? Who was his competition, and who was his target? What marketing was used in the past, and what marketing would be ideal?
• In Part 3, I asked him more about the particular project. What target was he specifically aiming the piece at? What did he see as important to his target customers, and what language/issues spoke directly to them? What were the main points he wanted to convey?

Sure, I was asking him a lot. But a funny thing happened. As I progressed through my questions, I could hear grow more at ease. He spoke candidly about his organization and his goals. He expressed excitement at the idea that I wanted to know all these details. He seemed to grow more and more comfortable with his choice of me as his writer. And together, we set the parameters for the first website copy project, and projects in the future.

My thoughts: This is the shit. Just by talking to this guy and taking notes, I’m getting so many great ideas for what to put into the web copy. And I know what exactly I’m bidding, and what I’m getting paid for. I am queen of the world!

Results: By getting inside my client’s head and taking notes to rely on, I was able to write better and edit better. I also was able to provide a bid that effectively covered my time. He loved the web copy, and remarked how it encapsulated all he wanted to say. It led to several additional projects over the next few months.

Lessons learned: Overprepare. Do a bunch of legwork at the beginning, and the bids will be more appropriate and the work a much bigger hit. Plus, by delving deeply into a client’s mindset and business, you’re laying the groundwork for a relationship, one that can yield continuing business, referrals, and more.

Your turn: Time to share, babies! Had any similar situations where lack of information screwed you badly? How did you solve it? Do you have a method of initial info-gathering that helps you?

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