A commercial-writing coaching client of mine recently sent me this missive about the outcome of a quote she’d given a prospect for a freelance copywriting project.

I quoted, then called/left a voicemail, then emailed (waiting a few days to a week between each). The company never wrote me back. It’s frustrating because it’s so rude on their part. It’s one thing if someone asks, “How much for a blog post?” and I respond with a number, and then I never hear back, since that takes so little time.

But we exchanged several emails and had a phone call to get the project details. I may follow up again with them in a few weeks, in case something more pressing came up and they just haven’t had time. But damn! How long does it take to write back, “We decided to handle it in-house,” or something like that?

The silver lining is that, 1) I have another ballpark figure added to my internal fee schedule, so it wasn’t a complete waste of time, and, 2) it reminds me not to get my hopes up until a bid letter is signed. Trying not to be bitter :)

I felt for her… We’ve all been there. By way of commiseration, I wrote back with a story of my own…

Sorry to hear that, but afraid to say, it happens to all of us. And I agree, it’s tacky and unprofessional.

A year or so ago, met a guy at a networking function (he and I were connected, in person, by the guy whose space the event was in, and who’s a big fan of mine; my book got him started way back when, though he’d since evolved into a big creative agency).

He knew his guest (a client of his) was planning on doing a book and thought I’d be the perfect ghostwriter.

The prospect and I clicked, talked at length that night, and he definitely wanted to pursue it. We spoke by phone the following week for 30-45 minutes, and found even more common ground. We had lunch together the next week, hammered out parameters, and agreed I’d get him an estimate the next week for the first part.

I did just that, didn’t hear back for 10 days, emailed him to make sure he’d gotten it, he said he had, and that he’d get back to me soon.

And that was the last time I ever heard from him.

Two more emails and two more voicemails went unanswered. Sort of blew me away. Like you said, if it was one contact, no big deal. But that much invested? They OWE you a response.

FYI, next time I spoke to the guy who’d connected us (we were talking about something completely unrelated), I mentioned what’d happened. He was flabbergasted. Said he didn’t even know how to react.

Obviously, he was torn, embarrassed to have steered someone he thought highly of (me) to his client, only to have me treated pretty disrespectfully. To him as well, it was completely unprofessional.

So, yes, unfortunately, that’s how it turns out occasionally. It’s like “busyness” has become an excuse to dispense with common courtesy. It says, “My time is infinitely more valuable than yours.” Perhaps I’m just old-fashioned, and expect more. I can’t say for sure if it’s a younger/older thing, but maybe?

Ever had a prospect vanish without a trace after multiple calls/discussions about a project that had gotten to the quoting stage?

Did you do anything?

What did you take away from the experience for the next time?

Have you ever reacted in a more in-your-face fashion after such an incident (figuring you had nothing to lose at that point)?

Do you see it happening more with younger than older prospects, or is it universal?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

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So, a few days ago, I had a morning self-publishing coaching call with a client, after which I was thinking of heading over to the pool at the gym to do my laps. Now, I’m a pretty disciplined guy when it comes to exercise, but I’m also human, so, if I start getting busy, and time passes, it’s easy to say, “Heck, it’s getting late. I’ll just do it tomorrow.” And tomorrow? Maybe it’ll happen, and maybe it won’t.

So, before I got on the call, I packed my gym bag with a change of clothes, towel, etc. Put my keys, wallet and phone next to it. And changed into my bathing suit, T-shirt and flip-flops. Once the call was done, all I had to do was grab everything and go. Which, I did. Had none of that been “staged,” it’d been far easier to bail on the idea.

What I’d done was create a structure for fulfillment.

The whole point? Make something easy to do and you’re more likely to do it.

Duh, right? Well, yes it is, but I’d wager good money, a whole lot of ideas, campaigns, programs, goals, whatever, that never launched, would have if their creators had set up their own “structures for fulfillment.” The key being this:

Starting is the hardest part.

If you can make the “starting” easy, the rest of the steps are more likely to unfold.

I’ve invoked this idea in TWFW when discussing doing simple direct mail campaigns to keep in touch with commercial writing clients and prospects who are part of your database. You know, those folks, who, in the course of your various prospecting efforts for your freelance commercial writing practice, have told you that, yes, they have needs for copywriters, on an occasional or ongoing basis.

Sure, you could decide you’re going to do a really whiz-bang direct mail package, with a specially designed mail piece, maybe with a folder built in (for various copywriting samples), along with a cover letter, and a few other odds and ends. Sounds swell, but will you actually get it done?

Instead, why not create a postcard with a simple message as a reminder, leading them to your commercial copywriting web site/online portfolio? Given how much easier a postcard would be to create, you’d just be that much more likely to get it done.

So, what’s involved in making one? Well, besides creating it yourself or with the help of some graphically talented friend of yours—with whom, perhaps, you trade services— you might check out an inexpensive online printer.

Places like www.modernpostcards.com or www.overnightprints.com offer you the opportunity to pick a design from thousands available, add your copy front and back, and for probably less than $100, you’ll get 1000 cards (and about $125-ish for 2,000).

Remember one of the cardinal rules of direct mail: Frequency trumps creative. Doing it more often and simply is more effective than doing it seldom and creatively.

If you’ve built up a list of, say, 200-250 prospects you’ve gathered through prospecting, sending a postcard 3-4 times a year to that freelance commercial writing database of yours becomes a remarkably easy and inexpensive process. 250 postcards four times a year will run you roughly, $120 to $200 (depending on size of the postcard—regular or oversize), each time, including postage.

Simplifying it even more is this: You can send the same postcard every time. No need to reinvent the wheel each time. AND, the more your copywriting prospects/clients see that same card, the more they’ll associate it with you. And that’s a very good thing.

And there are countless other examples of establishing “structures” in order to ensure that you do the things you need to, to build your copywriting business.

For example, planning a cold-calling campaign, but dreading the process? If you…

1) Compiled a long list of the right kinds of prospects and phone numbers (think many 100’s, so if you screw up a few—which you likely will—you won’t worry about it)…

2) Set up your week with sizeable chunks of time, earmarked exclusively for calling…

3) Had a quiet space, protected from interruptions/distractions, and…

4) Created a brief cold-calling script modeled on the one in TWFW (p. 127)

…it’d be more likely to happen. All of which underscores an important truth:

Most of the fear surrounding many business-building activities stems from a fear of the unknown. Yet, once you set up your structures, much of that unknown becomes known. And, as such, can no longer be anywhere near as scary.

What are some of the “structures for fulfillment” you’ve put in place for your commercial freelancing business?

Have they made it easier to get things done?

Did you put them in place because you weren’t making things happen?

Any specific success stories around this idea?

Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.

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Do You Manage Your “To-Do” List, Or Does It Manage You? (Guest Post)

May 1, 2014

Got this great guest post from writer, author and coach Daphne Gray-Grant, with an intriguing take on “To-Do” lists. I must confess, I never looked at it this way, but, when you stop to think about it, it makes all the sense in the world: if you don’t tackle the things that are important, but [...]

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Living This Crucial Sales/Marketing Principle Will Make You a Better Copywriter

March 26, 2014

I ran this piece below as a feature this month in the March edition of The Well-Fed E-PUB. But I wanted to also post it here, so I could get feedback from all of you (and partly because I’m on an extended trip away, and want to make my life easier…;) Would love to hear [...]

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From What Background Did You Come to Commercial Freelancing?

February 27, 2014

One of the things I love about this field of ours is that there are few backgrounds one can’t leverage into a freelance commercial writing career. Over the years, I’ve crossed paths with commercial writers who started out as doctors, nurses, lawyers, teachers, engineers, bankers, software salesman, PR people, undertakers, farmers, accountants, scientists, and many [...]

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Can You Share Some Examples of *Useful* Commercial Freelancing Jargon?

January 21, 2014

Got an email recently from a budding copywriter with a big worry. She wrote: What is the language of marketing? What kinds of jargon can I expect when I talk to marketing execs? I am concerned that in meetings or conference calls, I might find myself up against a foreign language of sorts because I [...]

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