So, there’s this commercial writing bloke in the UK named Jon McCulloch who first contacted me shortly after The Well-Fed Writer came out in 2000. We’ve kept in touch over the years and I’ve had a front-row seat to his at-times painful struggles through myriad challenges – personal and professional. But, those times are long in the past. To say this erstwhile technical writer has found his niche would an understatement of biblical proportions. We’ll get to that niche in a moment…
One of Jon’s key business-building tools is writing free articles for small local publications. After viewing one of his pieces (details below) and commenting on it to him, he pointed out, “Notice how in the article, I tell them what they need to do, but not how to do it.” By way of good, though somewhat elusive content, he’s a master at building the intrigue and curiosity about his services. And according to him, each column he writes brings him roughly a dozen leads.
Leads for what? His different lead-generation packages. But check this out; here’s how he works: His phone is answered by voice mail. His assistant will then set up a complimentary 15-minute chat with the prospective client, just to decide if HE wants to work with them. If that goes well, he’ll let them pay him $697 for a one-hour consultation to get the parameters of the project. If they both agree there’s a fit, he takes them on as a client.
While his different packages vary in their scope, these days, he’s more than likely to push AND land his full-featured direct mail campaign. Which, incidentally, sells for $37,997. No negotiation. No discounts. The components? A direct mail letter, postcards, lead-generation advertising in offline media, press releases, articles, email-responders, squeeze pages, and, he says, “all the advice they can eat… and anything else that really comes up.” It takes him roughly six weeks to execute.
He reportedly has people lined up to do business with him. Talk about building a mystique around what you do. He knows he’s a good writer, but is convinced that his success is as much, if not more, about mindset as it is about talent.
Click here for a blog post of his strategy. Later on in the piece, click on the link that reads: “here’s a copy of April’s column in the local paper I write for every month” to see one of those pieces.
Do you write free articles to generate business and if so, what have your results been?
What role does mindset – about your abilities and the fees you deserve – play in your success?
It’s nice to be appreciated. As some of you know – mainly those in the D.C. area – I’ve been invited back for an encore plenary speech at the annual conference of Washington Independent Writers (www.washwriter.org) entitled: THE WRITING LIFE: “Where We Are and Where We Are Going,” on June 14th. Great conference, by the way. This is a serious writing organization and they do a nice job. The venue is beautiful, the program sessions solid and meaty and the offline networking excellent. There’s still room, so check it out. Besides, I’ll be there. 😉
As an editorial aside, I work pretty hard at conferences, believing that, heck, “I’m here, I can’t be anywhere else, so you might as well put me to work.” Besides, it’s fun. Never quite “got” the attitude I’ve seen amongst many conference presenters, especially keynoters. They blow in 45 minutes before their talk, sit with the organizers at the head table, don’t talk to any attendees, do their speech – often rambling and obviously unprepared – collect their fee, then blow out. Nice work if you can get it. But I truly digress…
I was recently brainstorming a few talking points for this year’s talk with the conference organizer, and given the prognosticating theme of the conference, we got on the subject of the future of the commercial writing field. I have thoughts about my little corner of the world, most all of them positive, but I’m no oracle, and I’m one guy.
I want to hear from you, my fellow “in-the-trenchers.” I KNOW you guys are a veritable fount of wisdom (no kidding), so I’m counting on some good stuff to use in my speech (which WILL be attributed to you if I use it…). Thanks for playing! 😉
Where do you see our field going in the coming decades?
Any trends you’re spotting?
Do you think a slipping economy will help or hurt us?
What will be the attributes of those who thrive in our field in the future?
Was doing a talk about commercial writing (www.wellfedwriter.com) recently when someone asked, “Isn’t writing for business pretty dull and uncreative?”? My reply? “I don’t glorify this field and won’t tell you you’ll get all your creative fulfillment from it. That said, I’m pleasantly surprised on a regular basis at the interesting, challenging – and dare I say, at times, fun – projects that cross my path.”? And to get paid so well for it? MmMmMm. Another reason to love this life (see previous post). But, when I tell most people I write commercially, the most common reply I get is, “Oh, technical writing?” Egad, no (not that there’s anything wrong with being a technical writer…). But, as we all know, it’s MUCH more fun than that…
Recently, I landed a most interesting gig (which I’ll actually showcase a bit more in May’s ezine). This BIG firm does marketing for retail establishments – fast food places, convenience stores, supermarkets, etc. They design, build, and come up with unique marketing strategies to maximize their profitability. This job entailed creating 150+ point-of-purchase displays to highlight tips, values, recipes, and product bundles (i.e., meal ideas) with an eye toward maximizing sales. I had to create a snappy headline and one line of equally catchy body copy. Ended up being 50+ hours over 6.5 days or so, and an exceptionally healthy hourly rate.
Unusual project. NOT my typical fare. But a good example of why I like this business: such a broad variety. So, it got me thinking about what commercial writing IS. I figured if I’ve had some unusual “don’t-fit-the-mold” projects, some of you have as well. Remember, commercial writing can be anything an organization has to create in the course of doing business.
Here’s a list of commercial writing projects that have crossed my path over the years:
Marketing brochures (from tri-fold to capabilities to corporate image), ad copy, newsletters, direct mail campaigns, web sites, sales sheets, sales letters, case studies, executive profiles, speeches, video scripts, radio spots, event scripting, on-hold message scripting, CD-ROM scripting (did the commemorative CD-ROM for the Korean Veterans Memorial in D.C. – very cool), slogan/tagline concepting, annual reports, trade articles, press releases, and more that elude me right now…
So, what have I missed here that you’ve done? And what’s the most fun or unusual well-paying commercial gig you’ve ever landed?
I was in downtown Atlanta a few weeks back, delivering a few seminars at a writers conference. I loooove getting out from behind my computer and mingling with the rest of humanity (and when they’re paying me, even better…). It’s part of the variety that makes me love this life I (we) have.
Well, apparently, that love and appreciation for My Pretty Cool Life came through loud and clear to one of the attendees of my morning session on self-publishing. After the talk, sitting at my book table, this gentleman approached with a lovely bit of good news: He was a freelancer who did the regular Why I Love My Job feature for the Atlanta Journal-Constitution, and I sure seemed to fit that profile. Would I like to be the subject of a future half-page instalment of the series? “Is this a trick question?” I asked, smiling. Like, duh.
He came by last Thursday to do the interview and snap a few, and that’ll be coming up some Sunday in May, I’m told. Yay. Of course, it got me thinking about how good I have it. There’s a special moment I have every morning (after rising about 8, 8:30, and commuting 15 feet to my office) when I’m sitting at my computer answering email. Big windows frame trees and more trees, and let the morning sun stream in. I always stop and think about everyone out on the highway, struggling through gridlock on their way to an airless, windowless, soulless cubicle for the next 8-10 hours, and then back in the car for Round 2 and on to fight crowds at the grocery, gym, and dry cleaners, etc.
I thank my lucky stars I am not among their ranks and wish this life for them. To live life on one’s own terms. To rise or crash on your clock, not someone else’s. To take a day, week or month off when you say (as long as you can pay your bills). Yeah, I know, you folks still working for The Man don’t really want to hear all this, but hey, if it helps you get to this place quicker… I joke sometimes – but I’m more than half-serious – that while my Well-Fed Writer titles are ostensibly about writing, they’re really about lifestyle. I just happen to do that with writing.
If you’re living the freelance dream, what part of it puts that quiet, contented smile on your face or even makes you downright giddy?
So, I’m working on a project with this agency and they start hinting at this other gig. Seems they’ve been writing the copy for this consumer products line for seven years, and while the client is fine with the design work they’ve been doing, they’re just not thrilled with the copywriting. They wanted me to take a look at the latest round of copy and see if I had any ideas. But, before I did, they gave me the deal on the situation. Get this…
They can only use a pre-approved list of words – no deviating. The middle management layers of approval have their own biases AND their own need to justify their existences by making changes or otherwise showing their disapproval. And after those managers are done, they’ve culled down the three concepts that the firm gives them to ONE, which is the one they have the agency creatively execute and then present to the top boss. ONE concept.
And gee, big surprise, he often isn’t nuts about it. Give someone ONE idea to choose from, and that’s a whole lot of pressure to like it. Give someone three to choose from, and even if you know which one you want them to choose, by having a few others there as “filler,”? you make it easier for the client to like yours. Of course, clients are notorious for turning that particular piece of logic on its head and loving one of the filler concepts. But hey, if they’re happy and we get paid, life could be a lot worse.
It was clear to me right from the get-go that the issue wasn’t the copy – it was fine. It was the process that was the issue – a process structured in such a way to make it nearly impossible for the agency to succeed.
And heck, for all we know, this account is one of those that likes to keep their vendors in a constant state of anxiety about their worth to the company. Praise ‘em too much and they might just start asking for more money. Keep convincing them that “you’re just not quite hitting the mark, but I guess we’ll go ahead and use your lame copy anyway…”? But seven years into the process, they’re still working for them, so maybe they don’t suck that badly after all…
As many of you know, this craziness is more common in Corporate America than most people would ever imagine. Well, needless to say, I said, “Pass.”? NOT interested in working under those circumstances. Feels good to say no sometimes.
What sorts of client/project situations do you run from?