In this category, you will learn how to get copywriting clients, Well Fed Writer style.

Your Portfolio: Stop Making it So Hard (Guest Post)

PB Note: A provocative post from Indianapolis-based commercial freelancer Andrea Emerson. I don’t agree with all her points in all situations, but it’s a solid and well-reasoned piece. And to me, it just underscores, yet again, that there’s no “One Right Way” to run your copywriting business. Takes a healthy level of confidence to take this stance right out of the gate, but her “read” on clients, and what they don’t like, is solid. Thanks, Andrea!

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An alternate headline for this post could’ve been “Why Most Freelance Writer Portfolios Suck.” Because they do.

Take a gander at freelance writer forums and you’ll notice a lot of advice about how to put together a writing portfolio. Often, that involves a physical binder showcasing printed copies of your work.

Don’t do that.

I never have, never will. As you can guess, I have pretty strong feelings about it.

Let me take you to a meeting I had a few months ago with Daniel, the owner of a local marketing firm. I contacted Daniel via LinkedIn, pointing out we shared a few mutual acquaintances, and making myself available for freelance commercial work. He didn’t have a need for a new copywriter at the moment, but invited me to stop by his office for a chat since, you know, all marketing agencies have an insatiable need for content.

I came to the meeting with a notepad and a pen. Nothing else. We talked about the needs of his agency and how those needs aligned with my forté and background. At the end of our time together, Daniel said:

“Hey, send me a work sample or two. Just the stuff you’re most proud of.”

Then, he added:

“I hate it when writers send me a bunch of writing samples. I don’t have time for that.”

I chuckled because, (1) I’d heard this before, and (2) I could SO relate.

Years earlier, while working in the corporate world, I occasionally interviewed candidates for marketing communications jobs. I hated — HATED — when someone walked in with a fat binder and insisted on walking me through every page.

First of all, it’s impossible to mentally digest and make judgments on so much content during a job discussion. The best I could do was to jump around the material, gazing at headlines and sentences in a random fashion, then zone out the rest. My eyes glazed over in a hurry.

So what’s the alternative?

Here’s how I’ve approached it. I did link to work samples on my website, but never shared those links with prospects until they asked for it.

You see, the purpose of your first or second interaction with prospects is just to tease them — to create interest and start a conversation. Don’t expect to close the sale with your first email or phone call. (In fact, don’t even try. It may happen, but it’s a huge turnoff if you push for it.)

If interested, the prospect would naturally talk about his/her needs, then ask me for samples. Armed with what I’ve learned about them, I’d email just 3-5 select samples that were relevant to what they were looking for.

Eventually, I also deleted most of the samples on my website. I had started with 10-15 samples and one day I thought, “What prospect in his right mind is going to read 15 samples? Wouldn’t it be smarter if I limited their choices to just my favorite work?” So I shaved that list down to a handful and bulked up on testimonials instead.

Copywriter Steve Slaunwhite follows a similar rationale. After observing the same dynamic I described above (where hiring managers only read random lines of a portfolio and ignored the rest), Steve adopted what he calls a “Portfolio One Sheet.”

In that sheet, Steve describes the project, its goal, the extent of his role, and showcases just a couple of excerpts. (Naturally, the strongest parts.)

What if you’re brand-spanking new and don’t have writing samples yet?

Make some up. Seriously. You can write for an imaginary business, write for a family member, choose a worthy cause or local business and offer to rewrite their brochure, landing page, sales letter, email promo — whatever. You can also take something you’ve written at a past job or writing course, give it a nice edit and you’re good to go.

This isn’t shady, and it isn’t uncommon. It’s how you get started. The point is to prove you can write. No one cares if you got paid for it.

Pressure’s off. No excuses left.

With the approach I described above (which, by the way, never failed me once), you don’t need a lengthy, bulky portfolio. A couple of samples should be enough for someone to determine whether your writing lines up with their standards and needs.

If you’ve been stressing over a writing portfolio, don’t. We’ve just removed that excuse and the pressure that followed it. (You’re welcome.)

What’s worked for you in the past?

What portfolio challenges, dilemmas or hang-ups give you heart palpitations or hinder your interactions with prospects?

If applying any advice from this post, what will that be?

If not, why not?

AndreaEmersonPicAndrea Emerson is an Indianapolis-based copywriter & freelancing coach. She blogs about what it takes to build a profitable freelance business here.

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

Want More Work? Get Out And Ask For It (Guest Post)

Cool guest post from Brett Stone, who sent me this last fall, when she was still a commercial freelancer (and commercial real-estate investor). She’s since moved into some new and exciting directions, leveraging her past experience and teaching women how to raise their wealth consciousness and create more of what they want in their lives. Find out more about it here.

Regardless, this is a great primer on getting out from behind our “boxes,” and drumming up business through face-to-face contact. I’ve always been a fan of more direct, personal approaches to building one’s business—especially as the world gets more and more impersonal and virtual. I subscribe to the belief—as echoed here by Brett—that business-building is about relationship-building. Enjoy!

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When it comes to digging up clients, most commercial writers would prefer to stay behind the computer and let words do the selling of their services. Yet one of the fastest and most satisfying ways I know to build up a client base comes from taking a deep breath, grabbing a handful of business cards, and getting out and networking face to face.

Truth is, with the glut of information out there today, most people would still rather hire someone they already know and like, than spend time sorting through a miasma of avatars on elance, or blindly respond to an unsolicited email.

It’s always interesting to discover just how many people, upon learning I’m a writer, will suddenly launch into telling me about a book they’ve written that needs editing, a direct mail campaign they’ve been considering doing, or that they need help getting some good quality content on their website. Often these people have had a desire for help for a long time, but they just really had no idea where to turn.

The best news about face-to-face networking, though, is that 99% of the time, you’ll be the only copywriter in the room. Yes, you’ll encounter bloggers and people who’ve published an ebook, but rarely is this their main source of income. Just by getting your services in front of someone who needs them and is dreading having to look for it, you’ve already helped them by saving them a big chunk of time. They’ll be so grateful to already know you that, chances are excellent, they’ll hire you.

So though it can be absolutely terror-inducing to stand up in front of a group of 60+ people and plug your business, I’d like to offer a few strategies that can turn face-to-face networking into something that’s not only a successful work-generating activity, but an awful lot of fun.

Finding Opportunities
The first thing you’ll need to do is identify where your clients are hanging out.
Unless you’re just looking for supportive friends to go and have coffee with, don’t go to events for writers. Instead, look for events that target the people who hire you. If you write for ecommerce, then go to events for ecommerce owners; if you write for the natural health industry, go to events for practitioners, etc. You get the idea.

I also attend small B2B events. Even though the attendees there aren’t prospects for my commercial freelancing business, often they serve people who are (such as marketing professionals) and recommend my services to a client they’re already working with.

The Chamber of Commerce is good place to check out, but don’t stop there. If you live in a good-sized metropolis, Meetups.com is a fabulous resource. They have groups focused on all different sorts of interests and businesses. If you don’t find what you’re looking for, you can also start your own.

Many cities also have private companies that sponsor networking events you can attend for a small fee. If you have a little more money to invest, you might also consider attending conferences.

When talking with people, ask what other events they go to, and consider attending yourself. Also, keep your ears open for introductions to mastermind groups. These are little more difficult to sniff out, but a good mastermind group can get you in with highly successful entrepreneurs. These are people that pay good money to farm out writing tasks so they can keep their valuable time focused on growing their business.

Go In With A Plan
At the majority of events, you’ll be asked to stand up in front of the group and introduce yourself and your business. Yes, this is the scary part—public speaking is a greater fear than death for most people—but there are things you can do to allay any anxiety.

The first “must-do” is to prepare. Sit down and write out a script (you’re a writer, right?). In most cases, all you need are three to four lines you can deliver in a clear, friendly way.

Instead of talking about yourself, state your job and then briefly tell people, not what you do, but what you can do for them. I focus my pitch on how my copywriting can help people make more money. Don’t try to be funny unless you’re really skilled at it, and don’t try to engage with the audience unless you’re a seasoned public speaker.

Once you’ve created your lines, memorize them. Stand in the middle of your living room and rehearse, delivering them as if you were addressing a room full of people. As you speak, work towards sounding spontaneous, as if talking right off the top of your head. Be sure to practice standing and gesturing in a way that’s relaxed and natural.

Effective “Mingling”
While people are introducing themselves to the group, take note of those who are in positions to hire you or could possibly refer you to people who would. When the evening turns social, make a point of approaching each of these people and making a connection.
This is actually a very easy thing to do.

Simply go up, introduce yourself, hand them a business card, and then ask them to tell you about their business and their goals for it. Don’t talk about yourself unless they ask, and then only in a context that relates to ways you might help them. Don’t sell. Share a little and then show more interest in what they do. Often people will continue to pursue you to write for them without you having to promote yourself at all.

If the people you want to approach are already in conversation in a group, it’s perfectly acceptable to go up to them and join in. Just like you, people are there to make connections and they welcome the burden being off of them to initiate it.

Don’t Forget The Follow-up
The very next day (or later that same day), take ten minutes and send an email to every person you met who you think might become a client or a valuable relationship. In the letter you can comment about the event, tell them it was a pleasure to meet them, ask if they have any ideas how you might help them and refer them to your website.

I usually write one short, friendly letter that I personalize by changing the name and then send out as separate emails.

Often, that follow-up is just the little comfortable opening someone needs to take the next step towards hiring you. Several times I’ve had people write me back and tell me how they’ve been to many events, and I’m the first person who ever bothered to make contact with them afterwards.

The truth is, when it comes right down to it, whether you’re a commercial copywriter or a dog-food vendor, success grows out of forming relationships you nurture by putting yourself out there, and genuinely asking “How may I serve?”


Have you had any success with face to face networking?

What are your strategies for creating profitable relationships?

Do you have any events you regularly attend?

What sort of statements do you use to describe your business?

BrettStonepicBrett Renee Stone is a copywriter and investor who specializes in the areas of real estate and ecommerce. Over the years she’s helped her clients raise or generate millions of dollars. Currently, she’s shifting gears, teaching women the process of wealth creation to get more of what they want in their lives. Find out more here.

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

What Do You Say to a Prospect Who Asks for This?

I recently got an email from one of my sidecar-coaching clients—and a budding commercial writer. He’d made contact with an interested prospect who then sent him the following email:

I’d like to get a quote for a first project with you – to try you out. If the first one goes well, we feel there’d be ongoing work (multiple projects). As such, I’d like to get a quote for _______ as well as a________. Can you share your pricing terms, while understanding that we’d like to get an introductory price for these projects? And can you give me a price for the projects separately as well as together? Thanks!

He was asking me how he should respond to it. Obviously, it’d be easy-breezy for me to tell the guy, flat out, that I don’t offer “introductory pricing” (after all, I’m not at all desperate for work). But, if you’re a new commercial freelancer, you want to craft a way of doing business that sets your terms—in all senses of the word—without turning off a client.

My reply back to him :

Had to smile when I saw this. One of two client types. First, he’s the kind that thinks he’s being SO original in his pitch: “Hey, gotta lotta work coming up, so give me a really good price for the first one.” And maybe there’ll be more, and maybe there won’t be.

Or the second type: He’s honest about considering future work, but acting as if introductory pricing was a given. Would he ask for introductory pricing from an attorney? Doctor? Accountant? Folks like him need to get that we’re professional service providers, deserving of competitive market rates. And if you want the work because you’re starting out, then do it in a way that doesn’t seem subservient.

Anyway, all that said, while it’d be easy for me to reject such a pitch since I don’t need the work (or the aggravation of dealing with a client that thinks like that), it’s not my place to tell someone starting out what they should or shouldn’t do.

And that said, if you want to give it a shot, I might say something like, “I’d love to work with you, but I don’t really offer introductory pricing.” OR, “If there is indeed additional work coming—and I’d love to establish an ongoing relationship with your company—then how I work it when people approach me with such an offer is to charge my normal rate for the first one, and if you indeed hire me again, I’ll extend a discount to you on the second project.” Or some variation of that.

This can be a tricky call. On the one hand, by giving in to a prospect’s terms, you can set a precedent as being a doormat, and he might keep working you. By the same token, most commercial writing-buyers I’ve crossed paths with in my 21 years in the business aren’t connivers; overwhelmingly, they’re hard-working, honest people who just need to get their work done, and see the possibility of us helping them.

But, even good people can take advantage of you if you let them, so it’s still important to set and stick to your terms upfront—whatever they are—so clients don’t think they can get whatever they want, whenever they want.

Bottom line, he landed the gig (~$5K). He shared the email log with me, emphasizing to me the importance of continued follow-up when you’re negotiating. And indeed, there were several times in the process where he had to send a second email to get the client to reply. So, if you don’t hear something, email them again to keep things moving.

After he wrote me, he felt he needed to reply soon, so my reply came after he sent his initial response. He started out asking for 100% upfront payment and use of the final pieces in his portfolio (seems like a given, but clients sometimes refuse such requests just because they can; a good case for never asking in the first place) in return for an introductory price.

In the end, he settled for (and received) 25% upfront. While he wasn’t crazy about it, he wanted the gig, so he stayed flexible.

And that’s a key point here: It’s easy to suggest playing hard-ass, demanding this and that, but if you’re starting out and want to get some traction, you need to be flexible, and a little trusting.

Remember: As a rule, clients in the commercial copywriting field pay well and reliably. The last thing a growing company needs is a PR nightmare because they hosed their vendors and one of those “hosees” posted something on social media. We don’t have anywhere near the payment hassles experienced by many “freelance writers.”

How do you handle clients who ask for “introductory pricing” or some kind of special deal? How did you respond?

Have you given in to such requests in the past, only to regret it later (i.e., the client vanished after one discounted job, or was a pill to work with)?

Ever had a prospect try to “work” you, but who changed their tune and had new respect for you based on how you replied back to them?

If you’re more established and can afford to take a harder line towards prospects like these, what advice would you give to new writers who need to be more flexible as they get established?

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

Why Writers Don’t “Deserve” to Make More than $5 to $10 an Article…

Something a little different for a change… This post originally appeared on Lori Vidmer’s Words on a Page Blog during “Writers Worth Week” in May of 2012. When I first sent it to Lori in response to her invitation to submit something for WWW, I thought it might be a bit…blunt, but she loved it, saying…

“That is one of the most honest, transparent, and spot-on posts imaginable! Fantastic! I agree 150 percent (if that’s even possible). I think you’re going to find a good bit of support for your point.”

And judging from the comments it elicited in its original appearance, it apparently did strike a positive chord with many readers.

Now, I know that most of my “regulars” here—commercial freelancers who routinely get healthy rates for their writing—don’t need this reminder, but I suspected you’d enjoy it nonetheless.

And for those regular readers who are still working the low-pay sites discussed here, I figured you’d appreciate the confirmation that you indeed have options when it comes to where you seek your writing gigs, and that there’s a whole other “well-fed writing” world out there.

Regardless of who and where you are, if you enjoy it, I hope you’ll spread the word by forwarding this link to anyone you feel would benefit from the message, tweeting it, Facebooking it—whatever and however you’re moved to share it. Enjoy!

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Question: Do you consider yourself to be a smart shopper? When buying something big or small—flat-screen TV or a loaf of bread—do you try to get the best price (i.e., watching the sales in the case of the TV or clipping a coupon for the bread)? If you’re like most people, of course you do, right? Okay, file that away for a moment…

Over the past few years, I’ve seen any number of articles and blog posts attacking people who posted ridiculously low-paying writing gigs on online job sites. Yet, as I read these pieces, and the ensuing comments, I’ve been a bit troubled—and perplexed—by the stance taken by some. No, these pathetically low-paying job listings aren’t a positive thing, but they don’t happen in a vacuum. The target of the anger and frustration (i.e., those listing these sorry offers) was the wrong one.

One commenter (Mike) hit the nail on the head when he said, “If you don’t like the terms, then don’t apply—simple. You see these ads over and over for one reason and one reason only—they work. I don’t like them either, but I simply ignore them. No amount of complaining is going to stop them.” But alas, his voice of reason has been all but buried under a mountain of righteous, if misplaced, indignation. How dare they? How can a writer make a living? Who do they think they are?

Frankly, it all smacks of victimhood. In blaming the job posters themselves, who are highly unlikely to change their tune any time soon (and we’ll get to why in a moment), you give up control of your financial future and put it in their hands. Imploring them to change their evil ways assumes writers play no part in this unfolding drama. Wrong.

Say you were looking for some folks to crank out some writing (whether for a content mill or even any one-off project someone needs to have written). And say you didn’t know what to offer said writers. What next? You’d go to some job sites and see, 1) what your fellow posters were offering, and 2) more importantly, what writers were accepting. And when you see listings offering $5 or 10 an article and a long scrolling list of writers responding with various and sundry versions of “Me! Pick Me! I’ll do it for that! I’ll do it for less!” well, you’ve got your answer.

If that same poster went to a bunch of sites, and found nothing but writers saying, in essence, “I won’t write your 500-word, keyword-rich article for anything less than $250,” again, he’d know the going rate. And in that case, think he’d dare post a job offering $5 or $10 for that same article? Not bloody likely. The cyber-hills would echo with laughter.

Of course, that $250 response is a fantasy; it’ll never happen on job sites like these. When supply (writers) outstrips demand (jobs), the reality of competition driving rates down to nothing is as predictable as the sunrise. Econ 101.

But, let’s use the argument many make: that this is even driving down rates respectable entities are willing to pay. Maybe, but here’s what’ll happen. All excited that now they can get the writing that used to cost them a LOT more done for peanuts, they hire some of these writers. And soon discover they can’t cut it. If you pay a bargain-basement writer, and then have to hire another writer to redo what they couldn’t do, it’s no bargain.

One comment read: “This vile writing segment gives professional writing a bad name.” Why should it give professional writing a bad name? Does McDonalds give the Four Seasons (or substitute any top-tier restaurant here) a bad name? Does the No-Tell Motel give Marriot a bad name?

Within many industries, there are different levels of practitioners, serving different client segments and for different rates. If it’s not your segment and not where you make your money, then what do you care what they do?

So, let me address a writer outraged by the folks placing these listings. I realize there are more issues than just price, but that seems to be the biggie, so I’ll focus on that. So, you believe you deserve to be paid more than $5-10 an article, right? Okay, fine. Question: Why do you think that? As I see it, and correct me if I’m wrong, there are only two possible answers to this question and only one with real-world validity:

1) Writers deserve to be paid a fair wage, and $5 – $10 isn’t a fair wage.

2) I deserve to be paid more because my skills are worth more than $5 or $10 an article.

#1? Sorry to say, but no writer deserves to be paid any more than the going market rate for a particular skill set, and that rate is determined by a back-and-forth process between buyers and sellers over time. Pretty much like anything else that’s bought and sold on the open market—anywhere, anytime, any place, since the beginning of time.

And the key here is “a particular skill set.” Which leads to #2: that your skills are worth more than $5 or $10 an article. Well, in the case of those running content mills or any other low-paying writing operation, they only need a certain level of writing – and no better. And guess what? Thousands upon thousands of writers have the skills to write at that modest level.

Translation? That level of writing has been “commoditized.” Think gasoline. Or milk. Or sirloin steak. There’s so much supply, and so little difference between brands, so assuming it’s not some special variety (organic milk, grass-fed beef, etc.) prices will all be roughly equivalent. Same with this level of writing.

That being the case, if those job-listers have literally hundreds of writers lining up to bid on their projects at those crummy rates, then why on earth would they need to pay any more than that? They don’t. And they won’t.

And please don’t say, “Because it’s the right thing to do.” That sounds really nice, and warm and fuzzy and all, but you don’t really believe that. Not if you indeed agreed earlier that you were a smart shopper. With rare exceptions, you won’t pay any more for something you want than you have to, and will often take time to ferret out a lower price on a particular item. Why should you expect different behavior from these job-listers?

Here’s a serviceable analogy: McDonalds, again. Okay, so McDonald’s pays burger-flippers, say, eight bucks an hour. And given the relatively low complexity of that task, there are tons of folks out there who can do an admirable job at it. Now, clearly hypothetically, let’s say a world-class chef strolls into McD’s one day and says, “I’d a like a job flipping burgers, but given my formidable culinary skills, I deserve to make $80 an hour, not eight.”

To which, the hiring manager at McD’s is likely to reply: “Well, Chef Pascal or Luigi, I’m sure your skills are amazing, but the fact is, I only need $8 an hour, burger-flipping skills. I’m happy to have you—geez, times must be tough, huh?—and I’m really sorry about this, but I can only pay you eight an hour.”

Same thing here. Content mill operators don’t need anything more than $5-10/article-writing skills. So, if you think you’re a world-class chef of writing, or at least a mid-talent short-order cook of writing, then stop applying at the McD’s of writing outlets, and instead go where the work pays far better, so your skills will, deservedly, be rewarded commensurately (like the commercial writing field, for starters).

And as many have accurately pointed out in countless posts in our industry, those higher paying writing gigs are almost never advertised or posted online. You have to dig them out, which is why they pay far better. And those freelance writers making the highest wages out there are usually those with a special skill or niche. In another words, there are far fewer writers out there with comparable skills. Just like our world-class chef.

If you decide not to bother seeking out better work (and it’s tough to retool your business, no question), thanks to inertia, uncertainty about next steps, or, let’s say it, laziness, that’s perfectly okay. But then stop complaining that these evil job-listers won’t recognize and appropriately reward your stellar wordsmithing skills—skills which, like that McD’s hiring manager, they’re happy to have—heck, why not?—but don’t need, and hence, will be unwilling to pay for.

Oh, and as for other crazy conditions some of these listers ask for (e.g., free samples, on on-call 24/7, etc.), can you blame them? Given that writers, in droves, have already established their willingness—heck, eagerness—to be abused financially, it’s only natural to assume they’ll happily prostrate themselves again and again.

No, that’s not exactly enlightened behavior on their part, but they’re simply reacting to the prevailing reality. In other words, in this scenario—no one abuses you. You allow yourself to be abused. And frankly, the sooner you realize and internalize that, the sooner you’ll be making the money you feel you truly “deserve” to make.

Yes, I know there’s been some “rate fallout” in better-paying segments of writing, but I hear daily from writers having great years, some their best ever, and getting rates well above $100 an hour (and even more getting $75+). Bottom line, if you want to believe the whole industry is in the toilet, that’s your right, but it’s not the truth.

That’s my take. What’s yours?

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