Designers and writers collaborate in different ways, but one of the most common scenarios is for a client to approach a solo designer or design firm first, and for the writer to join the team as a subcontractor. Stated more simply, you—the designer—are working for the client and the writer is working for you.
This arrangement effectively makes you something of a creative director or project manager. That’s great if you want to be the key decision maker on the creative team, but it can also make you a bottleneck when the writer needs information that can only be provided by the client. Sooner or later you’ll find yourself asking if your writer should be able to talk to the client directly.
The simple answer is yes, for three reasons:
It’s more efficient for everyone
Allowing your writer to work directly with the client not only saves time, it eliminates much of the potential for misunderstanding. Telling the writer everything the client told you is a lot like playing a grown-up version of the game “telephone,” with the critical difference that mistakes can lead to costly revisions. You’re also likely to forget something the writer should know, which wastes more time playing “catch-up” later.
The writing will be more on target
Direct communication gives your writer a better sense of the client’s voice and tone. This makes it much easier for the writer to craft a message that fits the client, product, or service. A recording of a talk between you and the client is the next best thing, but this takes the writer out of the conversation and may require you to deal with more follow-up questions.
Stuff comes up
Unexpected questions, missing information, and even events outside the project (“XYZ company just released a similar product!”) can stall the creative process. If your writer can go directly to the client, he or she can respond to situations like this far more quickly, especially if you’re not available at the time.
But how do you maintain control?
Naturally, the better you know and trust your writer, the more comfortable you’re going to be with granting him or her this kind of access. But what if you’re working with someone new, or simply want to maintain control of the conversation without placing too many restrictions on the writer?
First, you can allow the writer to communicate directly as long as you’re involved in some way. If you’re on the call or in the meeting you’ll have the opportunity to focus or re-direct the conversation if it gets off track, while the writer will still be able to make suggestions or ask open-ended questions. It’s also reasonable to ask the writer to CC you on any email communication with the client. You’ll still be in the loop, but with more flexibility than you’d have if you were the writer’s only point of contact.
Second, be sure to make your expectations clear with the writer up front. If client contact can only happen at certain times or under certain conditions, it’s best for everyone to be on the same page (including the client, when possible).
Finally, be aware that the more control you require in the relationship, the more maintaining that supervision is going to eat up your own time. The best-case scenario is for you to build a relationship of trust with your writer. As that trust grows, you’ll become more comfortable with giving the writer the freedom to work directly with the client—leaving you with more time to focus on your end of the project. If you don’t start feeling this way after a few projects, it may be a sign that you need to find a different writer who’s a better fit for your client or your working style.