EXAMPLES: General Success Stories/Unusual Niches

 
Note: Some of the following go beyond the proscribed 600-900 word range, but 900 words (and preferably fewer) will be the limit for submissions. 

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Themes:

Recent College Grad
Niche Market
Proactively Home-Based

Name: April Terrell
City: Philadelphia, Pennsylvania

Background: Recent college graduate, physics major. I had one year’s professional experience in the field of technology transfer before becoming a freelance writer in this field. I had no previous writing experience other than academic papers for school. I wasn’t even aware of this field until I stumbled across the position being advertised on my college’s career development Web site during my senior year. I thought it sounded like a perfect match to my interests. I knew I did not want to “do science” as a career, but I wanted to keep my hand in it. I had been told many times that I was good at conveying technical and scientific information for the layperson. Technology transfer allows me to be a bridge between scientists and businesspeople.

Date Started Business: October, 2002

How Started: I made the transition from full-time office employee to at-home contractor by simply asking my employer. He was very receptive, as he had been using contractors for quite some time. He also could greatly empathize with me wanting to change geographic locations. The company is located in a rather depressed fishing town, without many opportunities for young, single people.

Brief Description of What You Do: I do Internet-based research, and make calls to interview experts in the industry I am studying. The company I contract for does work for small and large businesses, national laboratories and universities – any entity that’s developed a technology and wants to learn how they can profit from it. I put the pieces together and come up with a view on what is happening in a market, what the current state of the art is, and what needs are not currently being met.

I also get a feel for how a company could best approach the market – which strategies have worked before for other people. Clients’ expectations tend to vary greatly. Some want to get very involved and provide very useful feedback. Others take a hands-off approach, and are simply curious if we find the same stuff that their in-house people have found. They want the third-party feedback to confirm they’re on the right track.

For example, the last project I completed was for a new non-toxic way to control the pecan nut case bearer moth in pecan crops. During my research, I called pest control consultants, pecan growers, presidents of pecan growers’ associations, and editors of relevant trade publications. I found out what would make people want to buy this technology. I found growers would not pay extra for the environmentally friendly aspect of this technology. I also found out that there was really only one way to introduce this technology to growers. It became evident that my client would have to work through the pecan growers’ associations to get their message across. If these organizations didn’t find merit in this technology, it’d be dead in the water.

For every project we contact three targets. We find at least three companies that say they’re interested in taking the next step towards deal-making. We initiate the contact, and use our gathered information to make a case for the technology. Our focus is on making money for the customer. We offer follow up support to our formal report. So I don’t just create academic-type papers that sit on a shelf. They are a tool in the total package to helps our customers make knowledgeable decisions and contacts in the industry.

Specific Challenges: It’s difficult to be disciplined! Plus, living by myself, it gets lonely working from home all day. I have some interaction with office co-workers through e-mail and Groove, a collaborative workspace program, but it’s just not the same as face-to-face contact. I keep a part-time job at a coffeehouse to have some structured working environment in my life. It’s a great break from being in my head all day, working at a computer. The part-time job also offers health insurance, which is a huge boost.

Income Potential: $30,000-$65,000. So far, business has been really good, and I’ve gotten work every time I’ve asked for it. Income right now is simply a matter of how much I want to work. Presently, a 48-hour project pays $2000. As a full-time employee, I was expected to do three of these per month. So the potential is there for $6,000 a month. I choose to work less and have more free time to do things around the city, travel, and pursue hobbies.

Advice: Look to see if a potential employer has anyone who works from home. The possibility of switching to a contractor position held a big appeal to me when deciding to accept their job offer after graduation. I had a potential escape route if that area of the country didn’t work out for me.

Necessary Background/Experience/Expertise/Qualities: Being able to make people want to talk to you is key. Calling people is sometimes difficult. Everyone has busy schedules, and talking to a complete stranger isn’t high on their list of priorities. Natural curiosity is another vital quality. This job is all about learning. I jump into unfamiliar fields, and need to quickly learn the basics in order to ask intelligent questions.

Suggested Strategy to Pursue This Field:A background in any of the sciences is helpful. I didn’t have any formal education about business and marketing, but I’ve done just fine. It seems that other technology transfer consulting companies are more demanding in terms of seeking people with MBAs. I’ve found that my liberal arts education has served me well.

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Themes:

Smaller Market
Former Journalist
Slow Economy Startup

Name: Barbara Elmore
City: Waco, Texas (County population: 215,000. City of Waco: 115,000)

Background: 29 years in the print journalism business; BA degree in journalism

Date started business: April 2002
Positioning: I began by offering creative commercial writing to all kinds of businesses. I later narrowed my search to certain types of businesses, such as realtors, and expanded my message to include more kinds of writing as well as proofreading and editing.
Specific challenges: Going from a full-time management job with good pay and benefits to, as a colleague said, “walking a tightrope without a net.” Other challenges: Waco is not a great-big city market. A few large companies operate here, but most are medium and smaller. Many employ out-of-town ad agencies.

Strategy: To break into the smaller market and overcome a less-than-robust economy, I set my rates lower than someone with my experience normally would. Also, as mentioned, I took on any word-related work: copywriting, editing and proofreading. Finally, I emphasize quick project turnaround. In the newspaper business, you produce a big new product every day. That deadline mentality works to my advantage here.

Writers in smaller markets might consider doing what I did – expanding my offering to include other writing-related services (a strategy that’s landed me more clients). I have recently expanded my cold-call message to include technical writing, and while I haven’t tackled that so far, I do detect interest and I am hopeful that will open up a new avenue to me. I would suggest it as a way to fatten your customer list if you have the skills.

My Story: As a journalism major in college, I went directly from cap and gown to a newsroom job, writing headlines and editing copy on the news desk of an afternoon newspaper, the Waco Times-Herald. I was in the office by seven each morning. I hung around with guys who chain-smoked and ate boiled eggs and chili mid-morning at a place across the street from the newspaper office. Over the years, I worked as a reporter, section editor, editor of a weekly newspaper and finally, managing editor of the Waco Tribune-Herald.

In late 2001, after being in the same job for 16 years, I read The Well-Fed Writer and thought about how to accomplish the same thing in Waco, a much smaller market than Atlanta. I even e-mailed Peter to ask him what he thought. He was encouraging.

On Friday, March 29, 2002, I packed up my last cardboard box and left my second-floor office. Two weeks later, I got my first writing job without making any calls. A friend who knew what I was doing recommended me. It didn’t hurt that I also knew the editor of the publication seeking a writer. That one job brought me many others – same customer, different departments.

Even though that job came serendipitously, I could not have gone anywhere without making the cold calls. How many? I don’t know. After 500 calls, I lost count.

In December 2002, when work began to slow down a bit, I created a Web site, which is now up and is getting some interest. I also joined the local Chamber of Commerce and attend the networking events it hosts. They are especially attentive to new members.

As I write this, it’s been almost a year since I left my well-paid job as a newspaper executive. I haven’t matched my salary yet, but I’m sure I will. Meanwhile, I am doing quite well. I have reached my short-term goal: working for myself, doing it my way, and having more time to do what I want to do.
           
Web site: www.wordscene.com

 Themes:

Smaller Market
Nationwide Prospecting
Specialized Niche
Former Journalist
High-Tech Focus

Name: Casey Hibbard, Compelling Cases, Inc.
City: Santa Fe, New Mexico (population: 60,000)
Date Started Business: October, 2001

Specific Niche: Simply put, I tell my clients’ success stories. Compelling Cases is a full-service case study development firm that, right now, consists of me and some writing and design contractors. Basically, my clients hire me to interview their satisfied customers. Then, I write a compelling case study or extended testimonial that my clients use in sales, marketing and PR – ultimately to build credibility with prospects, partners and investors.

Right now, this is a marketing staple of smart technology companies that have to prove the return on investment of using their products or services, BUT I believe case studies can work for just about any business-to-business company, and even nonprofit organizations. The best part is, I only have to talk to my clients’ happy customers!

Background: Before going to the “other” side and becoming a marketing writer, I was a general assignment and business/technology reporter for newspapers. I have a degree in Communications, and spent two years as an editor and project manager for a division of the University of California, Davis.

Specific Challenges: The first hurdle was repackaging myself into my new “brand.” Going 100 percent with this niche basically required starting a whole new business – a new name, Web site, business cards, and completely new marketing strategies. For three years, I had marketed myself as an all-purpose commercial writer. To fully seize this niche the way I envisioned required a full overhaul.

Another hurdle was the lack of awareness in the general public and marketing arena about case studies. Blank stares from people at cocktail parties or networking events quickly made me realize just how specialized my writing field is. Other writers were shocked that I would focus on such a narrow area. Yet, their expressions of doubt only fueled my determination. I strongly believed in my idea and was convinced that there were quite a few companies out there that needed what I offered. I just had to find them.

Strategy: My strategy can be summed up in two words: targeted marketing. First, there are two types of companies out there – those who know what case studies are and need them, and those who don’t. I chose to go after the companies that already do case studies or that might need to do them in the near future. I put all my resources toward connecting with this group – attending technology-related events and seminars, reading and writing articles for technology publications, studying prospective companies online, and finally cold calling via phone, personalized letter or e-mail. I chose to market myself nationally in order to reach as broad an audience as possible.

Income Potential: This can vary regionally, but the average two-page case study that includes interviewing and managing the approval process with the end customer brings in $500 to $700 each. Realistic monthly income once established ranges from $4K to $6K, based on a fairly full workload.

My Story: As a general FLCW, I noticed an intriguing trend – the more I specialized, the more my business snowballed. I began devising ways to specialize more and more. First, I did mostly Web site copy, then leveraged my technology writing background by working mostly with technology companies.

After a while, tech-industry clients were increasingly asking for case studies. Personally, I loved the positive “success story” aspect of the work and this was clearly an area of growing need for tech companies. I realized I enjoyed this niche enough to focus on it exclusively.

Though I still continued doing some other copywriting for old clients, I had to be strict with myself and not take on new non-case study clients. Though the extra money in the short-term was attractive, writing brochures wasn’t going to grow my case study business. I started referring that type of work to other writers.

As I began educating my clients and the marketing community about my business, the response was tremendous. They supported me and began referring me to others. To combat the lack of awareness about case studies, I revised my elevator speech repeatedly until people understood. I began getting new clients at a faster rate than ever before and it keeps accelerating. It was exciting to have the chance to interview organizations like Domino’s Pizza, Steinway & Sons and the Orlando Magic.

The day I realized my business was truly successful was when I announced to my clients that I’d be relocating to another state (husband’s job change) – and it didn’t matter! I had a business that worked perfectly in a virtual model, as well as a strong base of loyal clients.

Advice: Don’t be afraid to specialize in a specific writing niche, if you feel like there’s a big enough market for your specialty. It works because you create a mental “hook” with prospects that makes you stand out.

Necessary Background/Experience/Expertise/Qualities: Beyond the qualities needed to be a general copywriter, case study writing requires a few specific skills. 1) Most importantly, you can’t be afraid to write about technology. You don’t have to understand the bits and bytes behind technology, but you do need to understand what it does and how it benefits users or end customers. 2) An ability to focus on one type of writing and not get bored. If you love the diversity of doing different marketing materials, this may not be for you.

Suggested Strategy to Pursue This Field: Begin doing case studies along with regular copywriting to build your experience base, then specialize after you have a solid portfolio.

Web site: www.compelling-cases.com

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Themes:

Specialized Niche
Nationwide Prospecting
No College Degree
Part-Time Business Startup
Creative Business-Building

Name: Scott P. DeMenter
City: Menasha, Wisconsin, though I market my services to professionals in the death care industry all across the United States.
Date Started Business: 1999

Background: When I began my freelance copywriting business, I was in my mid-twenties, had dropped out of college, and had only written for a few national magazines. Then I came across Bob Bly’s book, Secrets of a Freelance Writer and began reading everything I could about copywriting, advertising, marketing, public relations, and starting a freelance business.

To gain experience, I volunteered to write copy for a number of local nonprofits. I then approached several magazines I had previously written for and asked them if I could write advertising copy pro bono for their direct mail subscription offers. After a year, with a small portfolio under my arm, I began to search for a niche where my copywriting samples wouldn’t get me laughed out the door. I found it right under my nose.

Specific Niche: To gain health benefits and a steady paycheck, I had accepted a job working as the superintendent of a local cemetery. After taking a closer look at the marketing needs of that cemetery, and soon the death care industry in general, I decided this was the perfect niche. It was focused, recession-proof and virtually devoid of competitors. Even with my pathetic portfolio, my cemetery background gave me the foot in the door that no other copywriter could, or would, challenge. I became the big fish in a little pond.

Because there was initially so little competition in the death care industry, I was able to offer a very broad assortment of copywriting services. But in the past few years, competition has increased dramatically. This has forced me to concentrate my offerings on the basics of copywriting: ad copy, brochure copy, sales letter copy and Web site content. By narrowing my focus to a limited number of services, I became seen as an expert in those fields.

Brief Description of What You Do: Because I work primarily with cemeteries and funeral homes – small, often family owned businesses – I do a lot of handholding. There are no marketing managers in these businesses. The person I work with is normally also the owner. This means that I must help them uncover their needs and goals and determine their budget. They often have no idea what a copywriter can do for their business until I explain it to them in detail.

This type of involvement is quite time-consuming, and because my clients’ businesses and budgets are small, they may not be able to provide me with repeat business for several years. Consequently, I must consistently prospect for new clients by running classified ads in the trade publications every month.

Specific Challenges: Naturally, my lack of experience, lack of a college degree, and lack of a great portfolio were a challenge to me. But the greatest challenge by far was my need to simultaneously work full-time as a cemetery superintendent and run a freelance copywriting business. This meant my clients usually received my home answering machine instead of me. It was a poor first impression and poor customer service.

But because my job at the cemetery was flexible, I was often able to come in late or leave early. This was a tough way to build a business into a full-time venture, but with enough persistence and sacrifice it can be done by anyone. Although, if I had it to do it over again, I’d take a second or third shift job to give my business a more professional image.

Strategy: Although having no initial competition seemed like a positive, the downside was that my prospects weren’t really familiar with the type of services I provided. This meant educating them about the benefits of hiring a copywriter. By far the most effective tactic was writing articles on marketing and advertising for the death care industry’s trade publications. Each article included my photo, Web site address, phone number and a brief description of my business. In lieu of payment, I requested a free classified ad in the issue in which my article would appear. Reprints of those articles were then posted on my Web site and used in the information packages I sent out to inquiring prospects.

Advice: It’s not enough just to be able to string words together. You must understand the marketing challenges your customers face and how marketing communications can specifically help them achieve their business goals. Understand how your copywriting services can enhance their brand image, increase sales, and position them properly in the marketplace. The more consultative advice you can give your clients, the more valuable you will be to them.

Build value into your services with little extras. Offer free advice, quick turnaround times, and more than you promised to deliver. Remember that all your clients want are solutions to their problems and positive feelings. Help them to attain these things and you will have repeat customers, great word of mouth, and easy access to referrals.

Necessary Background/Experience/Expertise/Qualities: Writing ability is simply the price of admission into this field. To be successful, you must understand how copywriting fits into the bigger marketing picture. You don’t need a college degree to get this information, just read every marketing book you can get your hands on and everything about the industry you’re specializing in. If you’re going to succeed as a freelance copywriter, you must love what you do, love your customers, and love the process of building your own business. If you don’t, you won’t have the desire to persevere on those days when everything seems to be going wrong (and believe me, you’ll have plenty!).

Suggested Strategy for Success: Reading would be my number one piece of advice. It not only provides you with the information necessary to succeed, reading also makes you a better writer. The next best thing is going out into the real world and doing it. If you’re like me, you’ll look foolish at first, fail miserably over and over again, and eventually discover that your trial by fire was the best thing that could’ve happened to you. When success finally does come, you won’t take it for granted.

Web site: www.DeMenter.com