Table Of Contents

Introduction

• New Questions, New Answers
• Lots Of Ways To Be a “Well-Fed Writer”
• Hate Marketing? You’ll Love This Book!
• Like a Pot Luck: Many Dishes, Many Writers
• A Looser, Richer, Juicier Book

Chapter One
The Mean Menacing Marketing (and “Sales”) Monster

• Take a Deep Breath and Relax
• Marketing: What It Is and What It Isn’t
• You’re In Control of More Than Enough To Succeed
• The Game Is Already In Progress; Just Learn Your Lines
• It’s Not Hard To Stand Out, Because Few Are!
• “Sales”: Bad Experiences, Bad Associations
• B2B And B2C: The Differences
• Meet a Need, Make a Sale
• Lessons From a Former “Love Merchant”
• Make It Easy For Them To Say Yes
• Real Sales: A Single-Bullet Assassination Story
• 11 All-Stars “Sales” Stories: Not What You’d Expect
• Basic Sales Techniques (That Won’t Sell Your Soul…)

Chapter Two
Into the Mind Of The Marketer

• We Can Make It Easy, Or We Can Make It Hard…
• Why Write Anything? (Think Like A 10-Year-Old)
• Tune Into WIFM (What’s In It For Me?)
• Sales & Marketing Cornerstones: Learn And Earn
• Who’s the Audience? (Still the First Question)
• Features Vs. Benefits (Stop Talking About Yourself…)
• It’s Not Just Business, It’s Human Nature
• Thoughts Of Resumes, Releases, Books, Drill Bits and…Love
• The USP (Every Company Has One …)
• “Discovery Questionnaires” Boost Credibility, Reduce Anxiety
• Are You “Branded”? – The Basics of Standing Out

Chapter Three
Web Sites = Working Smarter

• Marketing Simplified, Credibility Enhanced
• The Point: Instant Access To Your Samples
• What Yours Should Include (Less Is More…)
• (Don’t) Show Them the Money
• Understand Your Audience and Stand Out
• Using Websites To “Direct “ Your Business
• Top 10 To-Dos for Website Creation
• The $75 DIY Website: No Catch, No Kidding
• Third-Party Testimonials: FAR More Than Meets the Eye
• Dozens of Commercial Writers Show Off Their Sites

Chapter Four
“Let Me Clarify…”

• Common Myths, Preconceived Notions and FAQ’s
• How Good a Writer Do You Have To Be?
• Business Names, Business Plans and Business Cards
• The Portfolio: Yes, You Need More Than a Few Poems…
• It’ll Be Easier For Some and That’s Life, Sweetheart…
• Do I Need Ad Agency Experience To Succeed? (Nope)
• Would a “Copywriter” By Any Other Name Write As Well?
• Is a Batman Binder OK for Portfolio? (No Comment)
• No Sales Experience, No Problem (You Worry Too Much)
• Magazine Writing Is NOT (Typically) “Well-Fed” Writing
• Journalists/Academics: “Commercial” = The Dark Side, Right?
• On-Line Job Sites: Way To Go Or a Waste of Time?
• $75 An Hour? Me? I’m Not Worthy!
• Undisciplined Slobs, Rejoice! There Is Hope…
• How Much For That Brochure in the Window?
• Is It Still Doable In Six Months? Yes, and…
• Conflict Of Interest: A Big Hairy Deal?

Chapter Five
Now Entering The Cold-Calling Zone

• No, Cold Calling Isn’t the ONLY Way…
• Aluminum Siding, Anyone?
• “You Might Be an Annoying Telemarketer If You …”
• You Care + They Don’t = Phone Phobia
• “Why Is It So Hard at First?” (Surprising Answer…)
• Get This and You’ll Remove Most of the Anxiety
• A Cool Cat Vs. a 2:00 P.M. Desperado
• Turning Voice Mails into Productive Feelers
• Lessons from Door-To-Door Book Salesman
• Common Cold-Calling Concerns, Straight Answers
• “Everyone I Call Already Has a Freelancer.” Oh, Yeah?
• The Critical Importance of Critical Mass

Chapter Six
Touching Your Market – By Direct Mail, Email and Fax

• Direct Mail: Proven Strategy and Resources
• DM Tips From Industry Pro Avoids Common Mistakes
• DM Postcard Houses: Fast, Easy, High Quality, Economical
• FREE Direct Mail Through the USPS?
• A Novel (and Highly Effective) Direct Mail Approach
• The ABCs of Email Marketing
• How a FL FLCW Made Email Her Marketing Centerpiece
• UK FLCW Blasts 800 Prospects, Qualifies/Quantifies Market
• Just the Fax, Ma’am: Atlanta FLCW Strikes Gold

Chapter Seven
Dining Off The Beaten Path

• The Not-For-Profits: Where, Why, Who and How Much
• Corporate Roads Less Traveled
• Back To School: Landing Work With Universities
• The BIG Small-Medium-Sized Market
• 60 Writing Avenues You Probably Never Thought Of…
• Jobs Through Expos, Seminars, Coaches & More
• Writing Work From Events and News Stories

Chapter Eight
Eating Well in Smaller Markets & Rural Areas

• FYI, Good Advice for ANY Writer in ANY Setting
• The Basics of Smaller Market Business-Building
• Prospecting Everywhere: The Best of All Worlds
• Gulf Coast Gumption: African-American Woman Flourishes in Florida
• Heartland Harvest: Iowa Woman Makes It Happen
• Canada Can-Do: Northern Neighbor Shares Success Tips
• Tennessee Tenacity: Southern Woman Leaves No Stone Unturned

Chapter Nine
Full-Time Dream, Part-Time Reality

• The Fundamentals of Part-Time Business-Building
• How To Build The Biz When You’re a “9-5, M-F” Employee
• KC FLCW Keeps All the Plates Spinning
• CA Single Mom FLCW: From Journalism to Copywriting
• FLCW in Cyprus Offers Killer “Transitioning” Tips

Chapter Ten
The Well-Networked Writer

• Why Haven’t You Called Your Friends for Work?
• Keeping the Radar Up (Politely) Over Chips and Dip
• Crafting “Elevator Speeches” and Verbal Taglines
• The Curious Psychology of Self-Employment
• Getting the Most From Your Chamber of Commerce
• A SERIOUS Networking Organization (Check It Out…)
• Starting Your Own Writers Group: A Primer…
• AND Taking the Idea to New Heights of Collaboration
• IA & CA Groups Share Their Success Formulas

Chapter Eleven
It’s NOT The Economy, Stupid!

• A Tale Of Physics Class and the Power Of Homework
• Whatever You Believe Is the Case, You’re Right
• The Power Of the Diversified Portfolio
• What We Can Learn From Technical Writers
• The Usual Suspects Not Delivering? Find New Ones …
• Good News About the Foreign Outsourcing Trend
• NOT “Will It Work?” But “Will You Work It?”

Chapter Twelve
Write Better, Earn More

• 10 Tips To Instantly Improve Your Writing
• Write Like You Talk
• Lose the Weak Words and Tone
• Give Your Audience Credit
• Make Every Word Pull Its Weight
• Make Your Writing Disappear
• Cadence Is Everything
• Start in the Middle
• $50 Words Cheapen Writing
• Be a Storyteller
• Focus On the Reading, Not the Writing
• The Writers Self-Check List
• Writing for the Web: A Primer From Boston FLCW

Final Chapter

• From Small Dreams to Cruise Ship Talks
• Golden Wisdom From a True Possibility Thinker
• Self-Esteem Is Earned, NOT Bestowed
• It’s OK To NOT Know Your Final Destination
• The Ultimate Power of Step One

Appendix A
The Well-Fed Writer Revisited

• A Lean, Clean Encapsulation of TWFW

Appendix B
Well-Fed Writer Success Profiles

• From Book Club Editor to Thriving High-Tech FLCW In Crashing Economy
• Recent College Grad Carves Unique Research Niche
• Waco, Texas Ex-Journalist Transitions Successfully
• Santa Fe Ex-High-Tech Reporter Specializes in Case Studies
• Wisconsin FLCW Carves Niche in Death Care (Without College Degree)
• Rhode Island Ex-Salesperson/At-Home Mom Finds Time to Build Thriving Biz
• Chicago Ex-Agency Copywriter Hits Six Figures for 15 Years Running
• Philly FLCW, Ex-Magazine Refugee Perseveres & Finds Her Rhythm
• Seattle Ex-Ad Agency Exec Stays Open, Thrives in Poor Local Economy
• Massachusetts Ex-Journalist/PR Guy Works Network & Cold-Calls to Build Biz
• NY City FLCW Writes Copy/Screenplays/Comedy, Thrives Financially
• Married Writer Duo Choose Small Town Life & Low-Maintenance Clients

Appendix C
A Selected Case Study

• ABC Security

Appendix D
Well-Fed Business Startup

• Business Structures
• Taxes
• Retirement
• Insurance

 
Appendix E

• Book/Website Resource List

Appendix F

• The Well-Fed Self-Publisher
• My SP Saga (and Teaser for Upcoming Book …)

Index