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Are You Seeing this “Client Expectation” in Your Market?

Got this email from a budding commercial freelancer in New Jersey, who wrote:

I am in Central New Jersey, and I am seeing people who were previously “writers” now resurfacing as “marketing experts.” I’ve had a couple of them tell me that it’s not enough just to be a writer anymore, that you need to provide analytics and in-bound marketing plans through platforms like Hubspot. Are you seeing this in Atlanta or other markets?

My reply?

I’m definitely not seeing this. That said, being able to offer things like that can only help a given commercial writer’s marketability, but no, certainly isn’t something I’m noticing more and more of. Over time, you may choose to expand your offerings beyond just copywriting, but I wouldn’t feel the overwhelming need to do so right out of the gate.

I am seeing more and more, the important of SEO (Search-Engine Optimization) to an overall marketing plan, BUT that skill is coming from other people. While a commercial copywriter who has some of those skills can definitely be an asset to a client, in the projects I’m working on, no one expected me to have those skills, and it was just assumed that there’d be another person (i.e., someone who ONLY does that) handling that piece.

And that was being driven by the fact that Google keeps changing rules to the point where an SEO layman just isn’t going to be able to keep up.

Also, don’t get all caught up with “trends.” Sure, anything you can add to your services can potentially make you more marketable, but you only need a teeny bit of the business out there to make a good living, and you can get that in any number of ways. And, in my experience, plenty of clients JUST need writers.

Are you seeing this trend where you are?

Has your business suffered because you were “only a writer”?

Are you doing fine even though you ARE “only a writer”?

Are there certain services clients are expecting you to deliver that they didn’t used to?


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 Commercial Writers Earn More Than Regular “Freelance Writers”

When I first wrote the original piece noted below, it struck me as a subject on which I’d love to get some feedback from you guys. Look for other such posts (I know, recycling content, but all for a good cause…;)

In the November 2013 Well-Fed E-PUB, my Appetizer course shared a recent client experience that underscored for me why good commercial freelancers generally make a lot more money than regular “freelance writers.” Here’s that piece (adapted and slightly edited)…

Got an email from a client of mine a few weeks back, needing a little editing work on a project her designer was working on for her (i.e., combo brochure/direct mail piece she’d be giving away at trade shows as well as mailing out to prospects).

While I can’t make blanket statements, I’d wager good money that had she simply contacted a “freelance writer”—someone charging quite a bit less than I do—with the same request, she’d have likely gotten just what she’d asked for: edited copy.

However, I took a look at it, and gave her my thoughts: she didn’t need the thing edited. She needed to trash what she had, and start all over again both with the copy and design (and, while she was at it, replace her newbie, “moonlighting-college-student” designer with one of my trusted design partners).

While the existing design was quite creative—a main panel with all sorts of other panels that folded in on it—I looked at it through a far different lens. I listened to what she said she was going to do with it. I looked at what she was selling—a service that needed to have a “case built” for it, and in a logical, sequential fashion.

Her existing copy didn’t begin to build that case (and given the design, the requested editing wouldn’t have allowed me to expand it to do so), nor did the existing design framework even remotely facilitate the proper persuasive unfolding of that “story.”

Doing good copywriting work for her for years has her trust that I know what I’m doing. So when I suggested a totally different layout (still quite creative), new designer, expanded copy and a far higher fee than originally envisioned, she quickly gave the green light.

She’s the ideal client: someone who understands that the ultimate effectiveness of a marketing piece always trumps cost (within reason, of course). So, I’m being paid far more, largely because I’m providing a level of expertise that straight “freelance writers” wouldn’t.

If you know how to write, and even tell a good story, you’ll only be able to command a certain fee (given how many other writers have those same skills), but if you can, indeed, “build that case” for a product/service in a logical, creative way, and can think strategically about copy, and—when necessary, about physical layouts that facilitate that “case-building”—watch your writing income rise.

On this piece, I averaged roughly $120 an hour, not as much as I’d like, but not bad for fun work. And I made more than a regular “freelancer” because I know both how to write AND organize what I write to fit a certain layout (which in this case, I suggested, further increasing my value).

My goal with this post (and hopefully, the ensuing comments) is NOT to discourage non-commercial writers from our business. Anyone can learn, through experience and practice, the craft of good marketing copywriting and the strategic planning side of it. But, I did want to highlight that it IS a different set of skills, and for a businessperson, they’re worth more, and hence worth learning.

And, in all fairness, we commercial copywriters get paid a lot more than regular freelancers, in large part, because the business arena in which we’re operating pays higher rates than say, magazines, newspapers, or content mills.

So, it’s the setting as well as the good skills, but being in the “high-rent” district will only get you so far without the skills.

What do you feel good commercial freelancers bring to the party that regular writers don’t?

Can you share a specific moment/project when you realized you truly had far more marketable skills than the average writer?

Can you share a moment where a business client had an epiphany, as they realized how much more you were able to do for them than a regular writer did/could?

Can you share a moment when your ability to think strategically about copy or layout, set you apart from other writers?

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

How Do You Deal with the Unimaginative Client?

Got the following note from a reader and fellow commercial freelancer:

I wrote a website recently in which I dropped the reader right into the environment of the business and took them on a tour of the facility, while describing their experience of the place. Nice flow, lots of mental imagery, etc., if I do say so myself. The client changed it all to “the purpose of,” “We do this,” We do that,” on and on. Read like a drill sergeant. Frustrating to say the least. Ever had a similar experience?

To which I replied:

Yes, we’ve all been in that frustrating place. Clients without vision and imagination are everywhere. All you can do is make your professional opinion known, but ultimately, they’re the boss, and they get what they want. I’m always prepared with an “I-did-it-this-way-and-here’s-why” rationale if they suggest changing it, and I will push my case strongly (and having been at it for as long as I have, I might push harder than someone newer to the biz). But, again, that’s all you can do.

Sometimes our job as commercial writers is just a job. You do your best, you put your best creative foot forward, hope for a client with an open mind—willing to embrace a bit of creativity—and make a strong case for your approach if they balk. But, in the end, if the client’s narrow perspective wins out, and you end up simply being paid well (even if you don’t end up with a copywriting sample worth showing), c’est la vie. There are worse things.

If they keep doing it, you need to make a decision: stay, hold your nose and collect your money; or let them know you can’t work with a client who won’t let you do your job. Guess what you’ll do depends on how much you need them…;)

It always amuses me (used to make me angry, but I’ve mellowed…) when clients hire me to do something they presumably don’t feel they have the skill to do, and then change what I’ve written to something of their own creation that isn’t nearly as effective. I could understand it better if I were being paid $25 an hour, in which case they’d consider me little more than a stenographer. But I’ve had clients who were paying me $125 an hour do it as well.

And in the example above, how our friend crafted the piece is a wonderfully effective way of doing it: making it real, letting the reader “test-drive” the experience of a product or service. Why clients can’t see that an approach like that is more engaging, and hence, more effective, is a real head-scratcher.

I suspect it’s more of a comfort-zone thing. They’re so used to thinking about business in black-and-white terms, and they’ve worked hard to carve out some market share, so they’re afraid of somehow alienating their customer base by communicating to that base in a “voice” that’s more colorful than their usual. Just a theory.

With bigger companies (smaller companies are typically far more willing to be creative), the fault can be laid at the feet of legal departments, which, trained as they are in imagining every possible worst-case scenario for every piece of material they disseminate publicly, will predictably nix anything out of the ordinary.

I talk in TWFW about a project I did many years back for that Big Soft-Drink Company here in Atlanta, working through a design firm. It was a promotion geared to their bottlers, and linking one of their products to a big golf tournament. I filled the piece with all sorts of fun, golf-related double-entendre-verbiage: “Drive for the Green!”; “An Opportunity that’s Dead Solid Perfect;” and more.

Some months later, I saw the final product. Every single one of my clever little bits of color had been sanitized out of the piece, replaced with bland, snoozer copy. Oh, well.

Why do you think many corporate copywriting clients resist more creative approaches? Have some shared their reasons?

Have you had client push back on a creative/interesting approach, and if so how did you handle their resistance?

If you were able to sway them to your point of view, what did the trick?

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

Where Do You Draw Your “Line in the Sand” with Copywriting Clients?

In the last post, erstwhile copywriter/now graphic designer, Mike Klassen, on whom I can always depend for wisdom, shared this comment:

When I started out, I hated the thought of losing any potential copywriting client. Now, I do little things to weed out the potential problem clients.

One thing I will no longer do is quote a price or a price range without talking to the prospect on the phone and asking questions. I lost all hope of landing a new client a few weeks ago when I got a short email out of the blue asking how much I charge for a certain project. Well, that type of project can have quite a range, so I suggested we schedule a get-to-know-each-other call so I could get some details.

Nope… no call… just wanted a range. When I said I don’t do that because all projects are different (I even have a blog post to point people to that explains things in more detail), he asked what I had charged for the pieces he saw as samples on my site. Had to say sorry, but what I charge other clients is between me and them. I again suggested a free call, or that he should swing by eLance to consider other options. Never heard back from him, and it didn’t make me sad.

If someone can’t be bothered to do a quick chat on the phone, they’re not the client for me. Those questions that PB mentions are crucial. I can’t accurately quote a project until I learn more about the project. But just as important is the personality of the person I’d be working for. You can learn a lot about them on a 15-minute call.

Good stuff, particularly the idea of how much you can pick up about someone on the phone. Not something we spend much time thinking about, but perhaps we should.

Few things top the satisfied feeling you get when you tell a commercial writing client that what they’re suggesting doesn’t work for you. Not in a thumb-your-nose kind of way. But rather, as part of the dawning realization that the client/provider relationship is a one of peers, not lord over servant. Sure, when starting out as a commercial freelancer, you need to be more accommodating, but the sooner you get to that point of realizing, “I have a say in how this goes,” the better.

I recently had a little “line-in-the-sand” moment of my own. I’d given a quote to a new client (a freelance designer for whom I’d done one small project) to brainstorm 3-4 brochure concepts for his not-for-profit client (yes, an unusual project). I offered a pretty reasonable price based on a phone meeting (vs. a face-to-face).

He emailed me to ask if I’d be open to doing a face-to-face instead. With no hesitation, and with supremely untroubled mind, I told him that it really wouldn’t work. All we have as freelancers is our time, and a face-to-face meeting (two hours minimum) would significantly reduce my hourly rate on an already mighty reasonable flat fee.

I think back to how I might have reacted many years back, how I’d have no doubt said, “Sure, of course, be happy to,” or how many writers, living out of “I’m just happy to be here,” would have also quickly signed on. Again, as noted, in the beginning, you DO have to go the extra mile—you do have to prove yourself and be accommodating. But as you get a sense of your value, it’s time to start saying, No.”

And get this: when I told, by phone, that I couldn’t do it, his immediate response was, “Absolutely no problem. I totally get it. I feel exactly the same way. I just wanted to feel out the situation with you.”

He went on to say that he’ll just tell the client that we’re trying to keep things as economical as possible for them, and as such, etc., etc. And it occurred to me, given his reaction, and his immediate understanding of, and commiseration with (after all, he’s a freelancer as well), that had I agreed to the in-person meeting, chances are excellent, I’d have lost some respect in his eyes.

Maybe not a lot, maybe not even consciously to him, but it would have sent the message that I was a bit of a doormat. So, realize that being “agreeable” doesn’t always equate to building credibility in someone’s eyes.

Yes (and as we discussed in an earlier post), you need to balance this new-found power with a generous spirit, but you’ll know which situation calls for which response.

Your drawing-your-line-in-the-sand stories?

How did they unfold, and how to did you feel about it when you stood up for yourself?

Ever not drawn that line when you should have, and regretted it?

Any other thoughts on the subject?

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