Put These In Place, and You’ll Grow Your Copywriting Business Faster and with Less Stress

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.

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

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 not urgent, then you’re simply operating in reactive mode. I’m going to put these ideas to work. Enjoy. Thanks, Daphne!

I’ve been addicted to “to do” lists since I was 13 years old. They taught me that putting tasks on a list helps me to remember to do them. They helped me learn that really understanding my priorities makes it easier to say “no” to the things that will waste my time.

They gave me the undeniable thrill of being able to stroke a firm line through a task I’d just completed. And when I started using them for tracking my writing progress, they reminded me that writing is not just about letting my fingers move over a keyboard: it also involves research and phone calls and fact-checking.

But, recently, my “To-Do” list had gotten out of control.

Frequently 30 items or longer, it daunted me every time I looked at it. Instead of inspiring me to action, it made me shiver with dread. One writing job, in particular—some 9,000 words of angst—lurked on it like a mild tooth ache certain to erupt into a tooth so decayed any sensible dentist would call for a root canal.

But, here’s the interesting thing: Because there was no immediate urgency/penalty attached to this job (the deadline was still three weeks away), I didn’t even feel a sense of failure about it. [Aside: Isn’t it easy to let big writing jobs lurk?] Although, of course, I had a growing unease as time ticked inexorably by.

As there are few things I like better than organizing myself (for me it’s like a back massage, a glass of really great red wine and fabulous haircut all thrown into one), I spent a couple of hours thinking about how to make my “To-Do” list work better.

Eventually, I remembered a column I’d written about Steven Covey, and reflected on his four quadrants. Remember those?

(1) Tasks that are important and urgent
(2) Tasks that are important but not urgent
(3) Tasks that are unimportant but urgent
(4) tasks that are neither urgent nor important.

Many people think items in quadrant one should be the highest priority, but Covey argues—and I agree—that box number 2 is actually the most crucial. After all, if you allow the urgent stuff to take control of your life, you’re constantly rushing to put out fires. Only by making time to do what’s really important—for example, planning, reading, writing a book—can you be really productive.

I decided I needed better names for my list—titles that would inspire me. Here’s what I came up with:

(1) Things I Most WANT to Do Today. I liked the way this sounded. Strong, determined. Motivated.

(2) Must Do Today. Here was the note of urgency and a realistic assessment of the time required. I now try for no more than three per day and I really do them. And, by the way, I always do them using pomodoros. This intense 30-minute commitment is like a magic bullet for writing procrastinators.

(3) Quick Things Due Today. Each of these tasks can be done in five minutes or less. As such, I can knock something off the list when I’m between phone calls or wanting to take a quick break after some difficult writing.

(4) Optional Tasks. Quickly, I realized that I should outsource as many of these jobs as possible. I have three teenagers in my home and they’re always eager to earn $12/hour.

I also added a column titled “Personal” for the personal things I need to do during the day and another one called “Meetings” so I don’t forget about them, either.

Did this new system help me get my big writing job done? Sadly, I’d left developing this new list too late for that. I had ended up leaving the job to the very last minute and shocked myself by writing 9,000 words—while keeping up with my other urgent tasks—in four days. It was absolutely exhausting and involved my starting work at 5:30 a.m. and going until 8 p.m., twice.

Since then, however, the new list has worked like a charm. I’m getting more done, sooner. I’m not feeling a clench in my gut every time I think about my “To-Do” list. Best of all, I’m accomplishing more of the things that I really WANT to do.

In short, it’s done more than make me a more organized human being. It’s made me a better writer.

Typically, how long is your daily “to do” list?

What special tricks do you have for getting the really important stuff done, despite the deadlines you have to meet?

How do you stop yourself from frittering away time on fun but (mostly) inconsequential stuff like Facebook and Twitter?

If you haven’t before identified the accomplishments that are most important to you, how might doing so change your writing life?


DaphneGrayGrantPicDaphne Gray-Grant is a former daily newspaper editor, a writing and editing coach and the author of the popular book “8 1/2 Steps to Writing Faster, Better.”

Sign up for her newsletter, Power Writing—weekly, brief and free—through her web site.

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

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

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 your thoughts!

Websites that are wildly unclear about what the company does or sells. How-to guides that assume far too much knowledge and understanding on the part of the reader. Brochures and sales sheets that leave the reader with more questions than answers. Emails that have you scratching your head as to their meaning.

Pretty much every day occurrences for all of us, right? And at the heart of all of them—and many other scenarios—is a principle so important, I unhesitatingly add it as #4 to the big three of sales/marketing (IMHO, anyway): “Who’s the audience?”; The Features/Benefits Equation (arguably, this new one is related to these first two); and USP (Unique Selling Proposition), all outlined in detail in Chapter 3 of The Well-Fed Writer.

What is this foundational principle? The Curse of Knowledge.

While I first encountered the idea of TCOK in the wonderful book, “Made to Stick: Why Some Ideas Survive and Others Die,” (Chip and Dan Heath; buy it), according to Wikipedia, “The effect was first described in print by the economists Colin Camerer, George Loewenstein and Martin Weber, though they give original credit for suggesting the term to Robin Hogarth.”

Its definition (also from Wikipedia)? “The curse of knowledge is a cognitive bias, according to which, better-informed people find it extremely difficult to think about problems from the perspective of lesser-informed people.”

Understanding and deeply internalizing this principle will pay huge dividends for your commercial writing practice (or any business you’re in) in how you present your business to the world, how you interact with clients, and how you help clients market their businesses.

Why? Because the effect of this principle is at the root of so many poorly executed communications materials, as well as marketing/advertising campaigns in general.

It can potentially rear its ugly, clueless head in:

1) How you showcase your own copywriting business on your web site, or in your marketing efforts—whether direct mail, email, cold calling, etc.

2) How you communicate with clients and prospects while working on projects.

3) How your clients communicate with their prospects and clients, with you potentially aiding, abetting and exacerbating the problem with your copy.

What’s the magic incantation to lift this curse? Simple. Not easy, but simple. Any time you need to successfully convey information to someone else (i.e., in all the scenarios described above, and, for that matter, any other time you’re communicating with anyone else for any reason), ask yourself this question:

If I knew absolutely nothing about this subject (very possible), was in the middle of doing something else when it crossed my path (highly likely), and had a short attention span (a given), would I “get it” quickly?

And if not, rework it until you can say yes.

And no, your audience won’t always be totally lacking in knowledge about a subject, and may in fact, be able to devote more than a miniscule sliver of their attention to the piece of writing in front of them, but it’s far wiser to assume they’re ignorant and distracted than the reverse.

It’s not easy to put yourself in a position of ignorance when, in fact, you are so close to something, but it’s an exceptionally valuable skill to develop.

Can you share any real-world examples you’ve seen of TCOK in action?

Any tips on cultivating the ability to view all writing with “fresh eyes”?

If you’re familiar with TCOK, how have you put it to work in your copywriting practice?

If you weren’t familiar with it, how can you envision applying an understanding of it to your business?

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

From What Background Did You Come to Commercial Freelancing?

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 more that elude me right now.

It’s always interesting to me to see what fields someone can parlay into commercial copywriting career, and that they can parlay that field successfully.

Of course, it’s no surprise the commercial writing field is so accommodating to most any background. After all, every business needs a healthy volume of writing, and who better to deliver that writing than someone who hails from that field?

Obviously, as most of you know, I turned a 15-year sales/marketing career into a future as a commercial freelancer, and someone who understands sales and marketing is going to get the attention of many a prospect.

But I’d love to be able to share with readers of this blog who are considering a jump to our field, the various different paths that have led to it, to prove to them that, in fact, virtually any field one comes from can be a good starting point. With that in mind…

What was the background that you brought into commercial writing?

How did you leverage that background when you started out?

And if you did leverage it, what did that background mean to the people who hired you?

If you didn’t leverage it, was it harder to get started?

Any other comments?

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

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

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 never worked in a corporate marketing environment.

My first inclination was to simply say, “Not really a big issue in freelance copywriting. It’s not really like a different language, so don’t worry too much about it.”

But then, I got to thinking about it and realized that, when you’ve been in the middle of a particular world for 20 years (this month, in fact…), it’s easy to imagine that it’s not all that complex. And bottom line, it really isn’t that terribly complex, but it’s not completely transparent, either.

And right about the time I got that question, I received an email from a new commercial freelancing client, with the background information on a new project he wanted me to quote. And in that email, he told me what files he’d attached, which included “the wires.” Commence head-scratching. Huh? Wires? What are the wires?

He was with a marketing/design firm, and after clicking through the source material, I realized that one of the documents was a line-drawing mockup of the website they’re creating for their client, and for which they need new copy. That six-page mockup with all the little boxes, arrows and greeking*—is known as the “wires.”

*(Oh, that’s placeholder copy a designer inserts in spaces where copy is needed, but hasn’t been written yet. It usually reads, “Lorum ipsum dolor sit amet…” and a bunch of other, well, Latin, actually. So, the name’s a misnomer, but it’s still “greeking.” And two Latin-to-English translation sites are telling me that the five-word phrase above means…well, “Thong team…” Hmmmm. No clue. Remember, it’s placeholder copy.)

So, “wires.” Learn something new every day. So, maybe there’s a little more to the jargon in the commercial copywriting business than I’d like to believe. Of course, a couple of standard phrases come to mind: collateral, for instance: the term for various and sundry marketing communications pieces beyond ad copy that are part of a larger campaign—things like brochures, sales sheets, case studies, etc.

Then there’s the “creative brief.” Meaning, the document you’ll receive from clients (i.e., an agency, design firm, or the marketing department of the end-user themselves) describing the scope of the project in question, what the objective is, what the deliverables are (there’s another word: “deliverables,” meaning the final end products that need to be created, and which you’ve been entrusted to write), the timetable, contact people (a.k.a. “subject matter experts”—a.k.a. SME’s, and yes, actually pronounced “Smee’s”—yet another term!), etc.

All that said, I still maintain that, even if you come from a background completely different from commercial writing, that it won’t be anywhere near the same as, say, visiting a foreign country where you don’t speak the language.

Over time, I learned all these (and many other) words by osmosis, but my overriding recollection is definitely not of one embarrassing moment after another as clients exchanged looks, loosely translated as, “Where did this guy come from?” Not so.

So, that’s a few that occurred to me off the top of my head, but I’m sure there are a ton of others I’m missing right now. So let’s help out this nervous newbie, and share some of the jargon you’ve come across in your freelance commercial writing travels.

And, for the record, I’m not talking about the silly jargon that’s the brunt of jokes about “corporate-speak”—things like mission-critical, value-added, at the end of the day, outside the box, leverage, etc.

Yes, our fledgling freelancer should familiarize herself with those as well (here’s a pretty good list), but I’m talking about the useful terms native to this field of ours.

What are some of the terms, phrases, jargon, that you’ve encountered in the course of your copywriting practice?

In your opinion, how hard is it for a newbie to get a handle on all the vernacular? Did you feel at all confused or out of your depth when you first started out in the business?

Are you aware of any resources/glossaries listing a lot of these terms (I know, I should know some…)?

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