If you are looking to purchase or commission a column for your site or publication, follow these best practices:

: Advise the writer to keep sentences and paragraphs short for better readability.

: Look for writers who can "show, don't tell" by using concrete details, dialogue, and body language to make their points.

: Should the column be humorous, authoritative, or provocative?

: Columns are defined by their frequency. Decide if you are buying a weekly, bi-weekly, or monthly piece to build a regular audience.

To get the best value for your purchase, provide your writer with a clear framework: : Who is the reader?