You’ve landed the big project. The client is savvy enough to know you’ll want a good writer on the team and has built the cost into your budget. They’re ready to get the project moving—when do you call the writer?
The simple answer is it’s best to get your writer on board as soon as possible. Ideally, you’ll be in the type of situation I’ve just described, where you or your client know a writer’s help will be needed before you start the project. Even if you’re not, starting the writer as close to the beginning as possible makes everyone’s job easier.
If you’re bringing a writer in to work on a client project, try to include him or her in the initial strategy sessions, either in person or remotely. This eliminates the need for you or your client to “bring the writer up to speed” later on. How much of a role the writer takes in these sessions will depend on your comfort level (for more on this, see: Should your writer have access to the client?), but the earlier the writer has direct exposure to the concept you want to convey, the better. The next best thing is to record any briefing sessions for the writer to review later.
Involving the writer early on reduces the chance something you or your client take for granted will slip through a crack in the creative brief, only to resurface after the first draft is submitted. The last thing you want to say at that point is “we forgot to mention…” You’ll also get the benefit of the writer’s expertise in the initial stages of the creative process, when it’s easier to make changes or incorporate new ideas. A good writer will be eager to participate in this phase, knowing that it will make the finished product stronger.
In short, calling the writer on day one saves everyone from pain—you, your client, and your writer. Not only will it save you time and frustration, you’re also likely to get better results.