One Big Reason Why Commercial Writing Pays Better and Resists “Off-Shoring” (and Why this Other Kind of Writing Doesn’t…)

Okay, possibly just a “mental gymnastics” piece, but you be the judge…;)

Read an interesting book recently: Drive – The Surprising Truth About What Motivates Us, by Daniel Pink (author of Free Agent Nation and A Whole New Mind). While some of the stuff was a bit obvious (e.g.; money/prestige/titles doesn’t motivate everyone…no kidding), Pink does have a way of spawning mini-epiphanies.

Not to mention that a few things he shared had me exclaim (in the immortal words of Johnny Carson), “I did NOT know that!” Allow me a quick digression…

Most of us are aware that Wikipedia is an “open-source” undertaking, meaning it’s built, updated and revised solely by volunteers – just regular folks like you and me, when the mood strikes us, and, needless to say, for no pay.

But did you know that the browser Firefox (150 million users); the server software platform Linux (running 25% of all corporate servers); and the web-server program Apache (used by 52% of all corporate web servers), are all open-source as well? All volunteer efforts, with no money changing hands? Who knew? (everyone but me, perhaps?)

Pink shared this to illustrate that “intrinsic motivation” – doing something just for the challenge, creative expression, and reward of solving problems – can be a powerful driver for humans, and far more effective, after a certain point, than money, prestige or awards.

Enough “gee-whiz” facts…

One point he made had something click in place for me, and had me realize something about this commercial writing field of ours, as well as other arenas of so-called “writing” (that may not really be writing at all). He notes that jobs/tasks fall into two categories: algorithmic and heuristic, explaining:

An algorithmic task is one in which you follow a set of established instructions down a single pathway to one conclusion. That is, there’s an algorithm for solving it. A heuristic task is the opposite. Precisely because no algorithm exists for it, you have to experiment with possibilities and devise a novel solution. Working as a grocery checkout clerk is mostly algorithmic. You pretty much do the same thing over and over in a certain way. Creating an ad campaign is mostly heuristic. You have to come up with something new.

Think about jobs/tasks that get “offshored” reasonably successfully: computer programming, software development, database management, accounting, other technical processes, etc. All algorithmic tasks that follow a set path. Heuristic tasks – with no fixed set of instructions or set processes – are far harder to outsource to offshore practitioners. And writing is one of those things.

Most writing. Certainly the kind of writing we do – projects that entail original and critical thinking, not to mention facility with English as a native tongue – isn’t leaving our shores anytime soon for some sweatshop garret in Bangalore, Karachi or Manila.

But, there is one arena of writing that has been offshored, though, to a large extent, without ever actually leaving our shores. Of course, I’m talking about writing for content mills (e.g.; Demand Studios, eHow, Suite101, etc.): 500-700-word keyword-rich articles cranked out by legions of “writers” for rates hovering around $5-$10 a pop (or less; keep reading…).

Why does it pay so poorly? Because there are countless people with the same minimal skills necessary to produce such pieces (making it “commoditized” writing). And why is that? Because writing these pieces entails an easy-to-follow formula, making it one of the few algorithmic writing tasks out there.

Why is it formulaic? Because the quality of the writing doesn’t matter. The articles are just a framework to hold keywords, which are there to engage the search engines and drive traffic to the site, where, in turn, the goal is to have visitors click other links on the page. So, when the writing doesn’t matter, it can indeed get offshored for peanuts.

Exhibit A: I just got an email from a frustrated writer who’d gotten an email promo from this outfit. Their home page trumpets: “Get articles written for as low as $2.00 an article.” Can you say algorithmic? I rest my case.

Heck, given that, let’s not even call it writing. How about word-arranging? Definitely a more accurate description. Or as my frustrated writer friend enlightened me, the term to describe the process is actually called “spinning,” and in many cases, is actually done by computer (and scarily well in some cases). So, yes, there is definitely skill involved. As she put it, “You try writing a 400-word article with the phrase ‘mesothelioma diagnosis’ at a density of 6.25%.” I get it, and…

Given that its practitioners approach their task in terms of “How many pieces can I crank out in a day?” if that isn’t a piecework mentality – part and parcel of many algorithmic tasks – I’m not sure what would be.

No doubt, having what they do be called “word-arranging” will make me pretty unpopular with those folks working in the content mill realm, and truly believing that what they’re doing is, in fact, writing. Well, tough. If you think you’re a true writer, then quit screwing around in that algorithmic writing sub-basement and move up to more heuristic writing tasks – where your creative fulfillment and earnings can only rise, if for no other reason than you’ve got less competition for what you’re able to do.

After all, how could you offshore what we do? Certainly with projects where the goal is a specific, measurable response, and hence, must be crafted just so (e.g.; direct mail, landing-page copy, direct response, sale promotions, etc.), offshoring won’t work. When the bottom line is on the line, you can’t afford to do it on the cheap.

But even projects with softer metrics (e.g.; case studies, white papers, sales sheets, brochures, etc). where the goal is educating, brand awareness, image-building, impressions, etc., I’m still not seeing how offshoring would work. Yes, budget constraints could have a company seek out lower-priced resources, but the stronger and more focused your skills, the less likely they’ll be able to get what they need from cheaper writers (i.e., they may be able to write, but often run screaming from even the whiff of “marketing.” All the better for us…).

Of course, my foundational assumption is that, for most of the good clients we work with, or want to work with, the writing itself matters very much. If we get to a point where it doesn’t, all bets are off. Though, if that happens, I suspect that’ll be the least of our problems.

So, the more heuristic the writing task (i.e., the more creativity and original thinking involved), the less likely that task can be offshored (to a foreign or domestic shore…), the more in demand competent practitioners will be, and the higher rates they’ll command. Not saying it’s easy (it’s not), but if the alternative is slaving away for peanuts, then I say, taking the time to hone your skills in order to set yourself apart is worth the investment.

Was this just a useless mental exercise or am I on to something here? 😉

Have you thought about writing in these terms (algorithmic vs. heuristic) before?

Have you successfully transitioned from a more algorithmic writing career to a more heuristic one, and if so, can you share a bit of your story?

Any epiphanies of your own from this discussion?

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

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?