Outlines Aren’t Just for Elementary School: How to Use Outlines to Make More Money
In sixth grade I had a teacher that loved outlines. Every single paper and assignment had to have an outline attached, or she gave you a zero. But I despised having to sit down and plan out what I was going to write so much that I started writing the outline AFTER the paper was written. The bonus was that the outline had to be turned in before the paper, so I was always ahead just to avoid having to write an outline.
Fast forward more years than I am going to put in print, and my opinion of outlines have changed dramatically. Whenever possible, I try to create an outline of my content marketing projects and get the client to approve the outline before I start writing. This is especially true with a new client or someone who doesn’t know exactly what they want.
Since messaging, tone and sources are important in content marketing, I can reduce my stress, increase my income and improve client satisfaction by writing a detailed outline. If the client has input up front and the chance to make changes, then the number of revisions required are dramatically decreased. As a result, the project takes less time and my hourly rate increases. Plus, the client is usually happier which often means I get more work as well.
Here are five tips for using outlines to increase your income and client satisfaction:
1. Ask the client if they would be willing to review an outline at the beginning of the project. While a few of my clients have asked for an outline, most clients don’t mention it. But when I bring it up, they love the idea and are happy to review it. In fact, I think that offering to do an outline increases their confidence in me instead of being irritated at an extra step. If a client balks, explain that you have found that adding an outline decreases the revisions on a project.
2. Include a description of the purpose, length, sourcing requirements and tone of the project. Before the outline, I will write a few sentences describing the tone and what the client wants to accomplish with the piece of content. If the story is web based, I will also include the target keyword as well. By including this information, I can make sure that we are on the same page about all of the requirements as well.
3. For longer projects, create a very detailed outline. I recently wrote a 3 page outline that included most all of the points that I was going to make in a 3000 word white paper. I included all main points and supporting points that I wanted to make in the story as well as supporting statistics and examples. While it took more time up front, when I sat down to write the story based on the approved outline, I cranked out the white paper in less time than it took me to write the outline.
4. For blog posts, create a basic bulleted outline. I will only create an outline for a blog post if it is for a new client or a client who has had many revisions on previous blog posts. I don’t go into as much detail for blog posts and will typically just submit a bullet point outline with my main points.
5. Note both web and expert sources in the article. In journalism, editors are mainly concerned about the credentials of the source and that they are deemed an expert on the topic. But in content marketing, brands want to make sure that sources have no affiliation with competitors. Companies typically want you to either use sources within their brand or neutral sources, such as trade organizations or university professors. This is also true with web sources, but most brands will also be OK with links to information from reputable magazines and newspapers as well. By getting sources approved with the outline, you will save yourself the hassle of having to do another interview at the end of the project and reducing your hourly rate as well.
Do you use outlines? What benefits have you seen? What tips have you found for using outlines to increase your hourly rate?
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Great advice. I’m with you about the old-school Roman numeral, a-b-c, 1-2-3, type of outline. Never liked that rigid format. But I frequently draft outlines for writing projects before I get started to create a working plan. It helps me figure out what info I have and what info I need to find from additional research and interviews. Also helps speed up the writing process to work from an outline/blueprint. Haven’t used outlines with clients before, but I can think of at least one project where this would have prevented more rewrites and headaches than necessary.
You know I never thought of it that way, but I actually make outlines in a way for longer projects for my own purposes. I create the sub sections than copy in the quotes and research I want to include for each section. Then I start writing. I never thought of them as outlines, but you know, they really are.
Let me know how it goes when you try the outline with the client. I have found that it makes a huge difference in the amount of time.
Wow, Jennifer — talk about timely! I spent the better part of this day going back through a “paper trail” of emails to satisfy a client that what I had taken as his directions for a case study were things he actually said (they were). But I think if we had done the step of an outline, the content in question would never have been questioned, because he would have seen at the outline stage my understanding of his directions. Everyone gets their wires crossed once in a while, and it’s an honest human mistake with no ill intent on the side of either party; but when there’s money on the line for a deadline project, it’s inevitable that there will be some finger-pointing. I’ll win this round, but it cost me half a day of unbillable hours to do so. I think I’ll approach the client about building in an outline approval step to our process, because he’s a good client and his projects pay well, and I want to hold on to that business. But what I don’t want to hold onto is any sense on his part that I’m not “getting” what he’s looking for. That would breed lack of confidence and it’s a short slide from there to him finding another writer. Thanks!
I’m glad that it helped. Yes, definitely try an outline next time. A similar situation is what made me start doing outlines for complex projects. It was a blog post that the CEO gave me one direction and the project manager didn’t like it. I got caught in the middle of it. But with a signed off outline at least I would have been in the clear.
I’m sorry you have had a rough day. We have ALL been there. Let me know how it goes next time with the outline! It has made a huge difference for me and hopefully will for you as well.