What to Prepare Before You Commission a Blog Post

“Just write a good blog post” sounds like a clear request until the first draft arrives. The writer has to guess who the post is for, which details are current, and which photos may be used. That is when revisions start: the class time is wrong, the finished piece is not ready that day, or a photo belongs to someone else.

Imagine hiring a writer to introduce a one day pottery class. A useful brief gives them the reader, the real details, the photos they can use, and anything readers should know about the collaboration. A few concrete notes up front can save several rounds of edits.

Start with the reader and the purpose

Describe the reader and what the post should help them decide in one sentence. For example: “Help someone who has never used a pottery wheel decide whether our Saturday class is right for them.” That gives the writer a reason to lead with the class length, what beginners will do, and when finished pieces can be collected, instead of opening with a long history of pottery.

“Bring in more customers” is hard to write toward. A more useful goal might be: “Help first timers understand what happens in class and show them where to ask about a date.” Once you know what a reader should understand or do next, the shape of the post becomes much clearer.

Share the details as you actually run things

Send the class time, location, length, what the session includes, and how booking works. A clear note might say: “Saturday at 2 p.m.; two hours; wheel practice ends before the first firing; ask about a place through the contact link on our profile.” If the address recently changed or weekday classes are not open yet, say so. The writer cannot know that from a photo.

It also helps to invite questions instead of guesses: “If a detail is missing, please check with us before filling it in.” Suppose the draft says students take their bowls home that afternoon, but the pieces need kiln time. Fix that fact before polishing the sentence. A smooth sentence is still wrong if it promises the wrong thing.

Choose photos the writer is allowed to use

Send photos you took or have permission to use, and say what each one shows. For this class, you might send a photo of the studio entrance, hands shaping clay, and a finished bowl. Tell the writer to use the bowl as the lead image. A customer’s face or a photo saved from another blog should stay out unless you have clear permission.

A little direction makes the photos more useful: “Use the entrance for directions, the hands for the class description, and the finished bowl as the lead image.” If you do not have a suitable picture yet, say that a new photo is needed. The writer should not have to search other blogs and guess what is safe to reuse.

Be clear about sponsorship or gifts

If the studio received clay, aprons, or a fee in connection with the post, agree on a clear disclosure before the writer starts. For example: “The clay and aprons for this class were provided.” Put it near the beginning so readers can see it. Do not ask the writer to remove the disclosure or bury it where people are unlikely to notice.

Be just as precise when there was no sponsorship. The draft should describe the relationship accurately; if a line suggests a gift or payment that never happened, correct it before publication.

Review facts separately from writing style

If a title says “the only pottery wheel class in Seoul,” ask what supports that claim. If you cannot verify it, replace it with something specific and true, such as “A Saturday pottery wheel class for beginners.” Remove claims like “guaranteed certification” or a weekday session that is not actually available.

Specific feedback is easier to act on than “I don’t like it.” Try: “Please change ‘take your bowl home the same day’ to ‘we’ll let you know when it is ready after firing’” or “Please use the bowl photo we sent instead of the photo with a customer’s face.” Separating factual corrections from personal style preferences also keeps revisions focused.

A brief you could send as is

Please write for someone who is considering a pottery wheel class for the first time. The class runs for two hours on Saturday at 2 p.m. Wheel practice ends before the first firing; students collect their finished pieces on the date we confirm after kiln work. Direct booking questions to the contact link on our profile.

I’ve attached photos of the studio entrance, hands working with clay, and a finished bowl. Please use the bowl as the lead image. Do not use customer portraits or photos from other blogs.

We received the clay for this class at no charge. Please say so near the beginning. Avoid claims such as “the only studio,” “certification guaranteed,” or same day collection unless we confirm they are accurate.

When you send the reader, real details, usable photos, and disclosure notes together, the writer can focus on the story while you check that the post represents the business accurately. That is a much better starting point than “make it sound good.”