Tag Archive for: commercial writing

What’s the Right Way to Apologize When You Screw Up?

Screw-ups. We all have ‘em. With friends, family, and yes, with our commercial writing clients. But, how you deal with it can be far more important than the screw-up itself. This subject may be a bit off the mainstream of commercial writing, but thought it was worth knocking around, and certainly has relevance for our copywriting businesses.

Last week, one of my copywriting colleagues stepped in it after sending out a note about a coaching client and a niche that client had developed, and sent a link to a YouTube video featuring that client prominently on one side of contentious political issue.

Later that day, once realization dawned (no doubt spurred by some angry notes), out went the mea culpa, saying, in essence, “I didn’t mean to promote a political point of view, and have been so busy lately doing this and that that I neglected to ‘consider the content’ of what I sent out.”

In the wake of that, I got an email from a reader, saying, “Upon reading her apology I unsubscribed from her list” (having just subscribed a few days earlier). She went on to point out that, “not ‘considering the content’ showed little respect for one’s recipients, which, in turn, ends up losing, not gaining interest and goodwill.”

Finally, and most importantly, she took offense at my colleague’s apology, which was less of an apology and more of an excuse, citing “busy-ness” with this and that unrelated task and, as a result of that preoccupation, not thinking it through.

As my friend explained, “When we make a mistake, don’t we have an obligation to own it? With a different sort of apology I might not have unsubscribed. Something like: ‘Today I distributed a video featuring one of my clients. I regret sending it. The video did not demonstrate the point I was hoping to make, and in fact contained a political message many of you may have found inappropriate and offensive. I apologize. Please be assured that nothing like this will happen again.’ But instead she made excuses.”

Which made me think about the nature of apologies. In follow-on emails, we both sympathized with my colleague’s compounded error. You make a mistake, and in trying to apologize, it’s only human to want to make yourself look good (or less bad). You’re faced with a) frankly admitting no-excuse cluelessness, or, b) claiming the excuse of distracted carelessness (who can’t relate to being too busy?). In this case, my colleague chose the latter. And perhaps it worked on some, but certainly not on my friend.

I bring up this episode NOT to gang up on my colleague anymore (who no doubt took themselves to the woodshed several times), but to use it as a discussion starter about the nature of apologies. I’ve certainly apologized in the past like my colleague did, so I can’t throw stones. But now (perhaps based on the results of that approach), I put myself in the second camp. If I screw up, I’ll throw myself to the wolves – no excuses.

One of the things I’ve learned in my years on earth is that, overwhelmingly, people are just looking for reasons to forgive you. Do a soft-shoe, deflect and dissemble and they’ll pound you doubly hard. Perhaps because they’re punishing you for that same slippery quality they hate in themselves.

But, come to them with a clear-eyed admission of guilt, hat in hand, no excuses, and they’ll fall all over themselves to offer you absolution. Perhaps, because, by the same token, they’re rewarding you for showing the same flawed humanness they share with you, a humanness they know takes courage to reveal. And they’ll not only forgive you, you’ll grow in stature in their eyes. Sometimes irrationally…

Caught a news item last week about Lt. Calley of My Lai (Vietnam) massacre infamy, who, 41 years after the fact, finally apologized for his role in the cold-blooded murder of 500 unarmed Vietnamese civilians – mostly women and children. He did it at a Kiwanis Club meeting in Columbus, Georgia, where afterwards – you ain’t going to believe this – the assembled attendees gave him a standing ovation.

If that isn’t proof that people love to be magnanimous (and will actually think better of you no matter what you did), whether or not they should be, I’m not sure what is.

Can you share a time you apologized to a client in a no-excuses manner and how did it turn out?

Can you share a time you apologized to a client by making excuses and how did that turn out?

Any other thoughts on apologies?

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Kickbutt Writing Skills Still One of the Most Effective Marketing Strategies…

Was updating the customer testimonials on my commercial writing site the other day, and came across this one (excerpted):

“Not only does Peter intuitively grasp where we need to go with a project, but his writing truly inspires my design. Bottom line, Peter’s spoiled me with his talent and he’s always my first choice.”

Now, I don’t include this to preen, but simply to underscore what happens when you’re a good writer (and you’re not the only one who thinks so…) – one who, in this case, enhances the quality of a graphic designer’s work. When that happens, they’ll go out of their way to bring you in on projects whenever possible. And why wouldn’t they? You make their portfolio stronger and their clients happier, and both lead to repeat business and referrals – for BOTH of you.

Which makes solid writing skills, arguably, one of the most potent marketing strategies commercial freelancers have going for them. Good commercial copywriters who craft effective copy make their clients’ lives easier and their businesses more profitable. Do that consistently, and you’ll get invited back again and again, and steered to other work.

And unlike other marketing strategies (i.e., cold calling, direct mail, email marketing, networking, social media, etc.), being a good writer “markets” you without you having to do much other than what you do naturally.

Sure, you still need to do your own marketing campaigns to let the world know you exist, but all those outreach efforts end up turbo-charged when your skills are a few cuts above. Till eventually, you may not have to do much marketing at all anymore. It happens all the time to good writers. The world starts coming to them.

A good analogy? A really good book will have a long shelf life (literally) because it’ll benefit from strong reviews and powerful word-of-mouth advertising, while a mediocre one – with few or no “champions” – will struggle to find an audience, and will likely quickly sink into the nether regions of the bargain bin.

Obviously, however, not all commercial writers are created equal. I feel fortunate to have innate writing ability (though, yes, I still cringe at some of the copy I wrote in the early days of my business). Others’ skills may not be as strong or natural. And let’s face it. While the commercial writing field – like any – certainly rewards those with superior skills commensurately, it doesn’t exclude those with modest gifts. Given the staggering amount of gruesome writing in the business world, those who can simply provide solid (if unflashy), coherent copy can find their niche.

So, what makes someone one of the better writers? Well, for me, a very partial list would include, for starters, a lot of technical things: writing like you talk, telling stories in your writing, avoiding $50 words, making sure your writing has the right cadence, and more. It also means understanding marketing fundamentals like audience, features/benefits, and USP (Unique Selling Proposition); being a good listener so you give your clients what they want the first time; and being able to quickly visualize how copy for a particular project needs to be structured and flow in order to maximize its effectiveness.

And a ton of other things. But I want to hear from you (I’m doing a teleseminar in a few months on the subject and would love to use your comments and observations – with attribution, of course).

If you (and/or your clients) consider yourself an excellent writer, what skills, gifts or talents contribute to that reputation and have them coming back again and again?

How has being a top-notch writer made your marketing easier?

Have you always had natural ability, or have you honed initially-less-impressive skills over time?

If you’ve demonstrably improved your writing skills over the years, what books, resources or ideas made the difference for you?

Any other comments or insights?

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Which Has Been More Effective for You – Direct Mail or Email Marketing?

In the June 2009 issue of The Well-Fed E-PUB, I ran a piece summarizing copywriting guru Marcia Yudkin’s take on direct mail marketing vs. email marketing. Marcia came down on the side of using direct mail marketing to promote a commercial freelancing business, and for these reasons:

1) If you irritate a client with your email, or they change providers without notifying you, or just try to reduce their volume, you’ve lost them forever. Mail? As she points out: “Way fewer people request no postal mailings.”?

2) Many folks filter and file incoming email without looking at it. Mail? “Hardly anyone discards a postcard, though, without at least glancing at both sides.”?

3) Finally, and perhaps most compelling, she observes: Email volume is rising while postal volume is dropping. Guess which medium it’s easier to stand out in”?

Right after the issue ran, I heard a counterpoint from LA FLCW Andrew Hindes, “The In-House Writer,” who’s had some good success with email marketing for promoting his commercial writing business. They are both right, which just underscores that there’s no ONE right way to do things. Andrew wrote:

1) People tend to respond to email immediately. Sure, they may delete it, but they might also reply with, “We’ll keep you in mind,” “Can you send me some samples?” “What are your rates?” or “We never us outside writers.”? This is useful in determining whether a prospect is worth pursuing in the future. With a post card, unless the recipient needs help right away—or knows they will in the near future—they’re not likely to respond.

2) An email can link to your website. True, a postcard can include your site’s URL, but clicking on a link is a lot easier – and hence more likely – than typing the URL into a browser. Once a prospect visits your site, there are numerous ways you can further engage them, including newsletters, special offers, etc.

3) Emails can easily be forwarded. If your message doesn’t reach the correct contact at the company, the recipient can pass it on to the right person with a few keystrokes. Or they may forward it later to someone they know is looking for a writer. This has happened to me on numerous occasions.

4) It’s easier for the client to cut and paste your contact info from an email into Outlook or another address book program than to type it from a post card.

5) Unless your postcard is incredibly beautiful or compelling, an executive is not likely to keep it around for long. Most people go through their mail within tossing distance of the recycling bin (I know I do). And even if they do keep you card, it’s likely to be buried under a pile the next time they’re looking for a writer. On the other hand, most people are bad at deleting old emails unless they do it right away. So if your email is still in their inbox, they can pull it up using sort or search functions.

6) Email is cheaper. I usually hire a graphic designer and use custom printing in an effort to create cards I hope will really stand out. But even using the online service you mention at $300 for 1,000 post cards, once you add the 28 cents for postage you’re up to $580 total for the mailing (or 44 cents for an oversized card, for a $740 total mailing cost). 1,000 emails? Priceless (and costless!).

7) Because email messages are cheaper and you can easily create them yourself, it’s very convenient and cost-effective to test different copy and headlines. I typically create three or four different emails and try each one on 25 prospects. If one gets a significantly higher response rate, I use that one on the rest of my list – including those who didn’t respond to the previous message. After all, I’ve got nothing to lose – and it’s free.

What’s been your experience with both?

Has one worked better than the other, and if so, why do you think that’s so?

Have you used any other related strategy to good effect?

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Let Them Keep Thinking Writing is a Dead-End Game (More for Us…)

A reader recently sent me a link to an interesting piece in The Week, entitled “Is Writing for the Rich?” It was written by the editor himself, Francis Wilkinson, who concluded that the future of freelance writing is mighty bleak, and that, given the unfortunate current financial calculus of the craft, it’s become a field only for those who don’t have to make their living from it – trust-fund babies, those living on Daddy’s money, heirs, etc.

I just LOVE reading stuff like this. Makes me laugh out loud. I mean, when the editor of a prominent national publication is saying this, it’s clear that the commercial writing field, by and large, is flying completely under the radar. I should have left well enough alone and let him spread his “Abandon-all-hope-ye-who-enter-here” message unimpeded. But I was torn.

On the one (greedy) hand, the less people who know about our field, the less competition we’ll have (though, that said, you do have to work hard to get established in commercial writing, and that’ll weed out most people right there…). On the other hand, I firmly believe there’s enough to go around for all of us. And I DO have a few books to peddle…

So, I wrote him a note (email me if you want a copy), essentially cluing him in about our field, which can be a most refreshing financial oasis from the otherwise sad and sorry freelancing paradigm. Addressing some of the inane “talk” about the commercial copywriting field, I wrote: “I’ve heard it all (‘sellout,’ ‘going over to the dark side,’ and other assorted and sundry head-scratchers – as if the only ‘writing’ that’s pure and acceptable is that which provides the writer with neither pay nor respect. Sure seems that way sometimes.

Never heard a word back. Big surprise. And that’s fine. I went on record. Meanwhile, the carnage continues out there. All I hear these days is about how tough it is in “freelance writing” right now – magazines paying nothing, asking for assignments on spec, $10 articles for web sites, all the “how-can-a-writer-make-a-living” talk. Meanwhile, many of us in the commercial field are doing just fine, thank you very much.

Part of the problem – and what I say to anyone who asks what the answer is – is that straight articles (especially for the web) are a “commoditized” project type – meaning there are zillions of writers who can write a decent article. As such, it’s a buyer’s market, and rates fall to nothing. It’s when you get good at project types NOT everyone can do (that’d be us…), and hence, are competing with far fewer people, that you’ll start making more money. As long as you’re in a BIG pool of interchangeable skills, it’s tough to make a living.

What do you think when you read articles like the one in The Week?

What would you have said to Mr. Wilkinson?

Are you hearing a lot of wailing and caterwauling coming from straight freelancers these days?

Any other comments?

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Ever Had a Client Expect You to Take Out an Insurance Policy?

Got an interesting though somewhat disturbing email a few days ago from a commercial freelancer. She wrote:

I wanted to get in touch because I have a concern that’s starting to affect my commercial writing business, and others will likely be coming up against this more frequently as well. In the past six weeks, I have been asked to sign contracts with three corporations. One company wanted me to obtain a General Liability policy in the amount of $1 million (has absolutely no relevance to freelance writing); the other two companies are insisting I obtain Errors & Omissions insurance, which also is irrelevant.

Errors & Omissions insurance is professional liability insurance for mistakes or negligence. One financial Web site said: “It protects a company against claims for financial injury that allege a product failed or the company failed to perform services, causing a loss of use of tangible or intangible property to others.”

I sent the following reply to my contact at one of the companies:

“Here’s the problem: If I/we as freelance writers are writing about a company’s products, the information provided to us comes from the company or company sources. The company is responsible for the accuracy of this information and having their legal departments sign off on the final document. With words, you could never gauge how someone would be making a purchasing decision and how your choice of language influenced that. The only thing you can gauge is whether the facts are correct or not—statistics and so on. And it is the company’s responsibility to check their facts and give a final okay.

“Also, the company always touches the piece last, and unlike an actual product such as a computer, medical device, electric fan or something else that could have flaws due to its manufacture, words can be changed and altered by the client right up to the last moment–or continuously, if the words are in an electronic format. Therefore, the final copy or ‘product’ is never static and the product the original writer produces can and often is very different from the final product the public sees.”

Her reply was that she completely agreed, but her hands were tied. Either I obtain the insurance or I cannot work for that particular company. This is a company I do quite a bit of work for, so I am probably going to cave in and purchase this insurance; she thought it could cost up to $1,000 per year.

I feel like this is a big issue that’s only going to get bigger, and this change is happening fast. I feel like we need to educate corporations about the fact these types of insurance have no relevance to what we do. I thought this might be helpful for other freelancers to know that this is happening and perhaps we can work together to find ways to deal with this (or get around it).

Other actions I’ve been asked to take within the past year (by only large corporations, not smaller businesses) that I have never been asked to do in the 12 years prior:

1. Change from a sole proprietorship to an LLC
2. Obtain a Dun and Bradstreet number
3. Take steps towards becoming a registered woman-owned business
4. Provide information about my personal health insurance coverage and homeowner’s insurance

Companies are trying to cover themselves, but need to be educated about what we do. Any advice freelancers can share with each other regarding this would help us all.

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PB: Okay, so all of this is just bizarre to me, but if this person’s encountered it multiple times from different companies, something’s going on. I’ve never gotten hit with any of these demands in 15 years, though in the past 4-5, I haven’t been working (by choice) with many large companies. And in 15+ years in the business, I’ve never ever heard of any copywriter being hit with a lawsuit over copy they wrote, nor even heard of someone who knew a copywriter in that situation. We’re talking about Powerball lottery odds here.

Given the fundamental irrelevance of this concern on the part of these companies to what freelance commercial writers do, and the ensuing demands being made of this particular copywriter (and others, presumably), in my humble opinion, it has all the earmarks of corporate legal departments working overtime to come up with anything that could possibly go wrong. Pretty much the raison d’etre of the legal profession anyway.

But why now all of a sudden? Any thoughts?

Have any of you come across any of these demands from your bigger clients?

If so, how did they explain their thinking on it?

And if so, how did you deal with it?

Any other input based on specific knowledge of industry trends?

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