Talented Writers are Disappearing: 4 tools to keep the rest

by Wendy Meyeroff

Corporations, hospitals, non-profits and many others--even with decent budgets--are constantly noting on LinkedIn, at meetings and elsewhere that it's hard to find people who truly know how to provide solid "custom content," be it for print or online. Now an article by Malcolm Harris for Medium explains how the often inexcusably low fees are costing those seeking savvy materials.

As Malcolm put it: "Talented writers walk away from the industry, plutocrats are free to pick stories and choose writers even when they don’t own the outlets, and the quality of the work declines."

That about summarizes it. IMHO, it applies not just in publishing, but any industry that seeks solid wordcrafting.

I just got a great book written by my medical writing colleague Lori De Milto: 7 Steps to High-Income Freelancing. Like me, Lori does not have MD, RN, PhD or other initials after her name. But like me, she knows how to turn difficult info into plainer English, a writing skill I call "Turning the Complex Into the Comprehensible."

What ARE You Truly Seeking?

Every trusted content provider--be it the company founder, your marketing director, the VP/Sales, HR--any (or all) of these folks need to be prepared to display quality content on a regular basis. That means following four rules:

1. Understand what you're seeking: I can't tell you how many ads for writers--both freelance and in-house--I've explored that are phrased unrealistically. Yes, you can get people who truly understand SEO and digital marketing. My experience--9 times out of 10--is that you're looking for numbers people, folks who know how to get a piece recognized 40 times...but recognized doesn't mean respected. If you want solid blogs, trustworthy case studies, truly helpful employee newsletters, you need quality "storytelling." It's factual, educational and interesting...even entertaining.
2. Find a niche writer: Niche marketing is something Lori mentions and that I (thank G-d) learned long ago. When I first mentioned being a "medical" writer, I ran into two problems:

• I didn't have that advanced degree
• I did NOT want to do certain kinds of clinical materials. Yes, I wrote 12-syllable words for health pros in outlets like NY-Presbyterian's Neuroscience Newsletter. But no, I was not doing NDAs (don't ask), regulatory materials, journal articles and certain other things.

So I got more into business health stories (like health IT, legal issues, employment, etc.) and what is now (finally) recognized: patient education. All use different levels of lay language. (If you want to hear my fun chat with great PhD, Emma Hitt, on lay language let me know. I can send you the audio.)

Evaluate Providers Carefully

This is rule #3. If you think clinical medical writers can handle simpler verbiage, think again content seekers. I once took a medical writing class in which the teacher thought he was carefully refining clinical verbiage by transforming a phrase like "gastrointestinal dyspepsia" into "acid reflux." Trust me, even today not everyone knows that "simplified" phrasing. Why not just say "heartburn?" ('Course when I asked the teacher that, he just stared at me blankly.)

It may be very prestigious to note that "Dr. X" has joined your team of writers, but if s/he can't truly write for your audience's needs, that won't help...well, not unless you bring in a solid ghostwriter. (Yes, those of us who provide quality marketing materials can part with the byline...for the right pay.)

Same is true for any type of complex materials. If docs are writing clinical materials for docs, or it's lawyer-to-lawyer or techie-to-techie, and a certain industry lingo is needed, that usually works. (As long as you're all in the same specialties.)

But if things need that "translation" I mentioned, content providers need to think again. I had to do an interview with a highly talented ophthalmic (that's eyes) physician. But it was a business topic; i.e., setting up her practice. It was technically a special marketing piece but it followed the quality marketing rules: hire an impartial outside writer, allow an unguarded interview and the only client editorial input is often to provide solid proofreading.

Rule #4: Respect "Good, Fast, Cheap"

You cannot be a reliable content seeker if you don't know--and respect--this rule. You can have any TWO of those three subhead words. Want materials good and cheap? Ain't going to be fast. Fast and cheap? Ain't going to be good. Fast and GOOD...well then start thinking truly professional dollars. (FYI: Forgive the grammar. It's effective for the moment but be assured, I don't use "ain't" very often.)

This rule SHOULD apply to every type of custom content. If you want to launch (or save) a publication, print or online, you need solid custom content. Stop telling professional writers, "Well you'll get great publicity."

Sorry. For some reason my mortgage broker doesn't accept my article samples as my monthly fee. It's a good thing to donate sporadically but for every publication? Smart writers know how to pick and choose.

Think even further. Want to promote your book? The publicity group doesn't do it for nada. I'm now co-anchoring the Podcast, "Partners in Health & Biz." (I'm Ms. Biz.) There's a one-time break, but to get Social Media notes about your appearance, or be a regular guest, or gain other amazing cost-effective options, smart guests start chatting dollars.

Quality Content Sets High Standards

Sadly, I have little confidence that most magazines will ever upgrade their pay scale. Malcolm quotes an industry expert noting that a lump sum fee of about $500 pays for articles between 1000-2000 words.

And that, Malcolm notes#, was standard...in 1977. That's when there were three major networks, the "Seven Sisters" (seven major women's mags that covered real issues along with recipes and housekeeping) and great newspapers. Now networks (with and without "Fake News") are abundant, most newspapers are crippled and those particular women's mags are gone or wispy.

If you are going to track these and other changes so as to make content that withstands the traffic jam, consult folks with real credentials for setting and meeting the new standards.

Then be prepared to be stunned at what true quality storytelling really brings you. ###

Wendy Meyeroff is a B2B/B2C health writer and marketing consultant with special "Boomers and Beyond" expertise, writing for/about seniors. She's president of Baltimore-based WM Medical Communications and has been collaborating to help clients reach patients, providers and others across the U.S. and beyond with custom content print/online materials for 20+ years.