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Fall 2014   

By Christine Durst, PhD

The art of branding your business is not in touting your own interests, but in understanding what your customer values about you, according to Tracy Bunting-Early, PhD, who offered strategies for successful branding at AMWA-DVC's 12th Annual Freelance Conference held on March 22nd, 2014 in Philadelphia.

Learn from the Experts

Bunting-Early observed that freelancers often enjoy inventing their own company name and logo, but may not follow a clear, strategic branding process. Perhaps incorporating tips from the experts--the big ad agencies hired to brand high-profile products--might help freelances improve their own branding process.

She highlighted three components that advertisers use when building a brand:

1. Positioning: How the product or service will be used, from the customer's point of view
2. Brand Elements: Ways to build the brand toward that positioning goal
3. Tactics: Specific vehicles for communicating the brand to your audience.

Personal branding books advise developing your promise statement. "The promise is what your customers value about you--what you uniquely bring. It's the value that you promise them, but from their perspective," she said.

Imagine that clients see us (freelance writers) as overlapping circles, Bunting-Early suggested. "We overlap in our skill sets, but we also have unique qualities. The clients can see very clearly where they're going to use you, and where they're going to use someone else," she said. We, however, may have trouble differentiating ourselves from each other. If we are only identifying our own attributes, it's harder to see how we fit into the whole landscape, she added. 

For example, you may be able to write beautiful prose with impeccable grammar, but your customer may value your ability to meet the deadline more than the quality of your writing. If timing is what the client values, it is counter-productive to submit a perfectly written draft if you miss the deadline by doing so. Branding is about figuring out what your client thinks of you and how you can brand yourself to meet its needs.

Learn what your client is struggling with -- "go around to the other side of the desk" and look at it through their eyes. Who is bugging them to turn in the assignment on time or keep it within budget? Then think about what you can do to make their job easier and position yourself to meet their needs. That is what they will value most about you.

Brand Elements: How Will You Build Your Brand?

Once you understand your positioning, you can begin to build your brand elements:

• Name: Your own or a company name (unique but not too cryptic)
• Photo: Helps your clients recognize and remember you
• Logo: Image that resonates with your audience and relates to your brand promise
• Tagline: Phrase that captures the essence of your brand promise
• Elevator pitch: Describes your brand promise to your audience(s)
• Personal passion: Memorable and unique motivations.

"Everything should tie back to your promise--to the value you bring to your customer," Bunting-Early said.

Tactics: How Will You Communicate Your Message?

When you are ready to disseminate your brand, there are many tactics you can choose from:

• Online profile: Helps people connect your name, face, and attributes (eg, LinkedIn)
• Business cards: An important tool for networking; consider adding your photo to the card
• Email: Put your brand elements in the signature area of every message
• Newsletter/blog/book: Establish your thought leadership in the field
• Website: Another helpful tool to promote your brand promise
• AMWA Freelance Directory: Reaches clients looking specifically for medical writers
• Face-to-face networking: A very effective strategy for making personal connections.

Build a Board of Advisors

Finally, as a way to continue building and improving your brand promise, Bunting-Early recommends developing a group of peer advisors (writers and/or freelancers in another field). "Fill those needs that help you build your brand and stay on track", she advised. You could even ask one or two trusted clients about what motivates them to call on you or what they like about working with you. This may seem risky, but the information can really help you deliver more value to your customers.

Christine Durst, PhD (Durst Writing Solutions) is a freelance medical writer specializing in promotional and educational writing. She lives in Glen Mills, Pennsylvania. 

By Lori De Milto

Two lawyers and a contract advisor from the National Writers Union's tackled contract and agreement issues faced by freelance medical writers during a panel discussion at AMWA-DVC's 12th Annual Freelance Conference held on March 22, 2014 in Philadelphia. Freelance writer Sara Ewing, BSN, RN, moderated the panel, consisting of lawyers Scott I. Fegley, Esq. and Timothy M. Holly, Esq., and author and contract advisor Susan E. Davis.

QUESTION: Should a contract always use the writer's business entity name rather than his/her personal name?

ANSWER: Yes, advised both Fegley and Holly.

QUESTION: Not all contracts are written for "independent contractors." How is a writer's work defined? Independent contractor, work for hire, other?

ANSWER:  "In most cases you will be independent contractors in contracts," Fegley said. "You're paid to produce work for the client. Once you do that, they own it." Holly noted that the varying definition of independent contractor can cause issues. For example, independence is part of the definition, but this may clash with the level of control a client requires. The National Writers Union Guide to Work for Hire Contracts covers seven points on work-for-hire and provides acceptable language for work-for-hire, Davis said.

QUESTION: What should freelance writers look for in confidentiality and non-disclosure agreements?

ANSWER: Both Fegley and Holly advised protecting the knowledge the freelance writer brings to the project. "Confidentiality should be related to the project and your work on it, not the knowledge on the topic you bring," Fegley said.

Three things a freelance writer needs to know about any contract, Holly says, are:

1. How to get out of it
2. How to get paid
3. How the contract can hurt the writer (eg, with an indemnification clause that makes the writer responsible for the client's mistakes).

QUESTION: Who owns the intellectual property rights?

ANSWER: Davis noted that writers do not own the rights to work-for-hire. Intellectual property rights are really important, said Holly. "When in doubt about who owns something, spell it out in the contract," he advised.

QUESTION: Why should a freelance writer care about indemnification?

ANSWER: Indemnification clauses in contracts must be restricted to the writer's work, Fegley said. He also advised ensuring that the contract has a mutual indemnification clause "so you're not responsible for the client's mistakes." Holly added that the term "indemnification" may not be used in the contract and could be disguised under "attorney fees." He advised being cautious about indemnification provisions.

Conclusions

Writers must understand every contract they sign. "You must know the terms and the ramifications," Davis said. "Consulting a lawyer and preventive care is far better than paying for litigation," Fegley added.

Brief Panelist Bios

Scott I. Fegley, Esq. started his own law practice in Yardley, PA and Hamilton Square, NJ in 2002 (www.fegleylaw.com). He focuses on business, employment law, and personal injury.

Timothy M. Holly, Esq. is a partner with Connolly Gallagher LLP. He focuses on labor and employment law practice.

Author Susan E. Davis has been the National Writers Union's National Contract Advisor since 2007. She has published a novel, four nonfiction books, and many newspaper and magazine articles.

Lori De Milto is a freelance medical writer specializing in targeted medical marketing communications for patients, consumers, physicians, and other healthcare professionals.

To increase your opportunities for professional development, AMWA national now offers webinars. Upcoming webinars include:

For more information and to register, visit Online Offerings. You can also view past webinars:

• PubMed for Power Users
• Leveraging LinkedIn to Get Yourself Noticed
• Dial 911: Handling Emergency Situations in Medical Writing
• The Rising Tide of Plagiarism in Medical Writing

Recognizing DVC's Excellence and Volunteers

"DVC is in a state of excellence," reported outgoing AMWA-DVC President Joanne Rosenberg, MS, ELS, during her state-of-the-chapter report at the June 10, 2014 meeting. Forty-seven AMWA members and guests attended the meeting, held at Chimney Hill Estates Inn in Lambertville, New Jersey. Rosenberg characterized the 2013-2014 chapter year as one of modernization and technology. Milestones included:

Volunteer

The success of DVC is due to its many volunteers. Committee chairs described their committees and recognized their volunteers. DVC gave Amazon gift cards to all volunteers (see the list at the end of this article) as a token of appreciation for their service.

President's Award

"This year's recipient has been fondly called Superwoman," said Rosenberg, before presenting the 2014 President's Award to NJ Program Chair Karen Todd-Jenkins, for her efforts to stage chapter programs, including her extensive work on the Freelance Conference.

Election Results

"I'm so fortunate to have all of you in the chapter to work with," said Eileen McCaffrey, MA, DVC's new president. "We are here to learn from and work with each other." McCaffrey announced the election results. Congratulations to:

Perspective from AMWA National

Bass also highlighted the volunteer opportunities available at the national level. "There's a place for everyone to add value to AMWA and your careers," he said. "Think of volunteering as an opportunity."

AMWA-DVC Volunteers

Volunteer Opportunities

Learn more about DVC volunteer opportunities:

• Visit our website
• Email our volunteer coordinator volunteer@amwa-dvc.org

Network on the River Deck!

Delawriter

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