The Well-Fed E-PUB: August 2010 Issue

Welcome to THE WELL-FED E-PUB!

Serving up food for thought and tasty tips for the prospering FLCW*. Come on in, sit anywhere and bring your appetite!

*FLCW, peppered throughout the ezine, stands for "Freelance Commercial Writer" – anyone who freelances for businesses (vs. writing magazine articles, short stories, poetry, etc.), typically earns $50-125+ an hour, and is the sole focus of this e-newsletter.

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VOLUME 9, ISSUE 8 – AUGUST 2010 – OUR 100^TH ISSUE!!

Publishing the first Tuesday of every month since May 2002

Read it Online at: http://www.wellfedwriter.com/ezine/Aug2010.html

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"THE WELL-FED WRITER" (2010 EDITION) HAS WON FOUR AWARDS!

Check out the Awards Gallery at http://www.wellfedwriter.com/wellfedawards.shtml

To Order (FR.EE Bonus/U.S. Shipping): http://www.wellfedwriter.com/ordertwfw.shtml.

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FACEBOOK SUCCESS SUMMIT 2010 – COMING IN OCTOBER!

Using Facebook but not getting the business-boosting results you hoped for? Could you use some guidance and fresh ideas? Tap the collective wisdom and expertise of 21 Facebook experts (and save 50% for a limited time!). For all the details and to register, visit: http://www.whitepapersource.com/cmd.php?Clk=3847543

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STAYING BUSY IN A TOUGH ECONOMY? I WANT TO HEAR YOUR STORIES!

I’ll be collecting success stories – from 50 to 500 words – for a special section of the ezine. Send them to peter@wellfedwriter.com.

AND, I NEED ALL USUAL COURSES. I'm low in ALL departments and would love to get your strategies, tips and features. See "Coffee" for more details and word counts.

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ONE SALES LETTER, 77 RECIPIENTS, $80K IN NEW COPYWRITING BUSINESS??

All the details: http://savagemarketing.com/64000/cmd.php?af=761186

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THIS MONTH'S MENU:

I. APPETIZER: A CASE STUDY OF A CASE STUDY

Yours Truly Shares Insights and Takeaways from a Current Project-in-Progress

II. "FIELD" GREENS: NERVOUSNESS PAYS OFF – LITERALLY & FIGURATIVELY!

New NE FLCW: “I Screwed Up My First Interview, and Got Nearly Double My Rate!”

III. MAIN “MEAT” COURSE: PROFITABLE PARTNERING – BY (WEB) DESIGN!

MD FLCW Says: Get Up to Speed, Find Partners, and Be a Hero to Your Clients!

IV. DESSERT: Sweet Success Stories and Tips

ID FLCW Starts Cold Calling, Gets “Hot One” on Call #2 (it Can Happen!)

TIP: Web Optimization Pro Says, “Improve Websites With White Space!”

V. COFFEE, MINTS AND TOOTHPICKS

- THE WELL-FED E-PUB NEEDS ALL COURSES!

- The WELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog

- MISSED MY TELECLASS? Full 38-PAGE e-Transcript – Just $12!

- AWAI Copywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)

- How Can My Mentoring Service Serve You?

THANKS to the 8-9 folks who turned out on July 18 in Newburyport, MA to eat lunch with yours truly. A good time was definitely had by all. Great food, conversations and new connections. Stay tuned for other events coming to your area!

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I. APPETIZER: A CASE STUDY OF A CASE STUDY

Yours Truly Shares Insights and Takeaways from a Current Project-in-Progress

A month or so back, I gave one of my clients an estimate for a case study on one of their successful projects. They’re not a steady client, but since 2007, I’ve gotten a call 3-4 times a year to do some work. Because I’d only done case studies for them, about a year or so ago, I made a point to meet with them and share some samples of other project types, so they’d have an idea of my range (something you should always do with clients who may have you mentally cubby-holed as a “one-trick pony”).

I charge a healthy rate, but they never question my estimates. Why? Because once they give me the specs and the contact names/numbers for the requisite interviews, I’m gone till I’m done. And with little or no tweaking of the final product necessary to get it ready for prime time. The kinds of clients you want to work for will never (within reason), put budget before a predictably superior outcome and a hassle-free experience.

My contact acknowledged receipt of the quote (reflecting the biggest project I’d done for them up till now). But then I didn’t hear anything for weeks, even after a few follow-up calls/emails. Had I shot too high? (I’d quoted my normal rate, not lower than normal because “times are tough”…). Had I become a victim of belt-tightening? Were they drawing their line in the sand?

Well, apparently, I worry too much. About the time I’d written it off, I get an email from my contact: Hey sorry, got called out of town on an emergency project for 10 days. But we’re ready to go, we’ll reset the timetable, here’s your signed estimate, bill me for the upfront, etc, etc. And by the way, I got a deposit because of the project size; I don’t typically ask for upfront deposits from established clients on smaller projects.

I kicked off my contact interviews this week, starting with the company sales rep, who had the 30,000-foot view. He gave me the lay of the land, along with ideas on what kind of information I should get from my second-line interviewees, who were other vendors (as was my client) hired by the ultimate client – vendors who’d specified my client’s products. This way, I gradually become more immersed in the project, starting with the big picture, and drilling down to an increasingly deeper level of detail. A good strategy, methinks, especially when dealing with subjects that are at all technical (which this was).

With all these cool lessons under our belt, let’s eat!

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II. "FIELD" GREENS: NERVOUSNESS PAYS OFF – LITERALLY & FIGURATIVELY!

New NE FLCW: “I Screwed Up My First Interview, and Got Nearly Double My Rate!”

Got this really cool first-client-meeting story from new Lincoln, NE FLCW Bob Jorgensen (www.rmjwrites.com, robert@rmjwrites.com). He was so nervous, he misquoted his fee when asked by a prospective client what he’d charge for a project. Read on to hear how it turned out. I’m telling you, companies WILL pay for good writing, and not bat an eyelash in the process. Enjoy!

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Peter: Here’s proof that smart clients will pay well for good writing. I went on my first ever client meeting with a local hospital, for a short brochure. Then she asked what I would charge them. Keep in mind:

1. I have no website.

2. I have no business cards.

3. My samples were almost all made from scratch, since I had only one client so far, (and they were pro-bono!)

I was planning on quoting the bare minimum $50 bucks an hour for this roughly ten-hour project, and I honestly thought she would talk me down since I’m new. But I was so nervous, I blurted out, “It’ll take me about 10 hours, so the fee will be $800.”

Inside, I freaked. I just charged them $80 bucks an hour! I waited for her to laugh, spit coffee out of her nose, or call security. She didn’t even blink, signed off on the project, and told me my deposit would be mailed out the next day.

The next day?? And I did it again. “Really? That fast?” She actually winked at me, and said, “Your writing is strong. Believe me, money’s never been a problem.”

So, now my first big client is the biggest hospital in the state! Thanks again, Peter. Your system works. I’m having too much fun!

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III. MAIN “MEAT” COURSE: PROFITABLE PARTNERING – BY (WEB) DESIGN!

MD FLCW Says: Get Up to Speed, Find Partners, and Be a Hero to Your Clients!

Got this great overview piece on partnering with graphic/web designers in order to offer clients end-to-end web solutions. MD FLCW Jim Lodico (jalodico@bizwritings.com, www.bizwritings.com) outlines the process along with how to get more well versed in the art of creating web sites and blogs (and according to him, it’s just not that hard). AND check out the sweet offer Jim makes to WELL-FED E-PUB readers at the end! Enjoy.

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Place yourself for a moment in the mind of a potential client needing a new website. Our client will need to find a designer, a programmer, a copywriter and possibly a SEO expert. She'll need to collect bids, coordinate communications, manage deadlines and ensure all involved understand the goals and desired outcome of the project.

It's a daunting task—especially for someone who may know very little about building websites and is busy with other projects.

What if as a copywriter, you could offer our prospect the finished website—design, copy, everything? By providing a full-service solution, you not only make your client's life much easier, you've distinguished yourself from other copywriters bidding on the project. Consider also the client base that opens up when you move beyond selling copywriting to selling a finished website (PB note: Or finished ANYTHING for that matter…).

Sure, sounds easy enough but most of us aren’t web designers. In order to provide a turnkey web solution, we must do one of two things: a) become a web designer, or b) partner with one. Learning a new craft may a bit much, so let’s start with partnering.

THE POWER OF PARTNERING: Web and graphic designers can be a copywriter’s best friend. The two go hand in hand and can often refer clients back and forth. Partnerships with a couple of good designers can often provide enough work to keep you busy.

But let’s say you want to offer web design as part of your services. The first step is to build a network of web designers. A simple Google search can turn up a wealth of local designers. Most will welcome the opportunity for potential access to new clients.

Sites like Meetup.com are a great way to network with designers. Attend a local Meetup and introduce yourself as a copywriter looking to partner with good designers. Position yourself as the only one in the room with the service everyone needs.

Create a network that ranges from individual freelancers to larger web design agencies and you'll be able to offer everything from small business websites to much larger corporate projects. It's just a matter of choosing the appropriate designer based on the task at hand. Yes, you do become a project manager but good partners make it easy.

LEARN AS MUCH AS YOU CAN ABOUT WEB DESIGN: The more you learn about web design and how websites work, the more you’ll be able to offer your clients. You don’t need to become a designer but it sure helps to know what the designers are doing and at minimum, speak their language.

One of the best ways to learn is by managing your own website or blog. In doing so, you’ll learn how to create web content and directly see the impact of SEO (search engine optimization). At the very least, you'll gain a basic understanding of HTML and the process of web publishing. The experience also makes it much easier to translate ideas to the full-time web designers.

Fortunately, the tools are now advanced enough that web design isn’t nearly as difficult as it used to be. Thanks to CMS programs such as WordPress (known as a blog program, but really a great program for creating websites), it’s now possible to build professional websites without knowing how to program HTML.

PUTTING IT ALL TOGETHER: Partnerships combined with an understanding of web publishing can open the doors to a new world of clients. Moving beyond copywriting to providing a full-service solution is a great way to separate yourself from the crowd.

SPECIAL OFFER FOR WELL-FED E-PUB READERS:

Ready to start building your own website or blog? Jim's offering Well-Fed readers a free blog installation or $49 off any of his other services at www.quickeasyblog.com. He's even got instructional videos to help you get started. Just enter coupon code "Wellfed."

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IV. DESSERT: Sweet Success Stories and Tips

ID FLCW Starts Cold Calling, Gets “Hot One” on Call #2 (It Can Happen!)

TIP: Web Optimization Pro Says, “Improve Websites With White Space!”

A few months back, on the Copywriting Success Summit 2009 discussion group on LinkedIn, someone started a thread entitled: “About to embark on my cold-calling journey. Any tips?” Boise, ID FLCW Stacy Ranta (stacy@gemcopywriting.com, www.gemcopywriting.com) weighed in with the note below. Now, there’s no guarantee that it’ll turn into work, but it DOES show that companies are looking for writers!

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I did some cold calling for the first time in a few months yesterday. Literally, the second call I made, the person on the other end said: “Oh my gosh! Were you referred to me by someone? I've been asking around for friends and colleagues to send me a writer. I've got a ton of backlog, and I don't hire agencies because they want you to do all your advertising through them. I only hire contractors. Can you meet with me when I get back from vacation next month?”  So yeah, it does work.

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A few months back, I ran a two-part article (the March/April 2010 issues archived at http://www.wellfedwriter.com/ezine.shtml) from Internet copywriting and web optimization pro Katherine Andes (www.andesandassociates.com). I like Katherine’s approach, her tips, and of course, her results. She knows her stuff. Sign up for her “Easy Web Tips” at http://andesandassociates.com/NEWSLETTER_LHPX.html. In the issues ahead, look for more tips from Katherine – always quick and useful. The one below is a great reminder, whether for our own sites or the ones we create for our clients.

IMPROVE WEBSITE WITH WHITE SPACE

“The world is in need of white space!” That’s what I thought the other day while trying to negotiate a turn in a store aisle with a loaded shopping cart, while avoiding hitting other shoppers. The aisle itself was wide enough, but it had been stuffed with displays of merchandise. I can remember when stores used to brag in their advertising that they had “wide aisles.” Not any more.

Not since merchandisers discovered they could stick a display case in the middle of an aisle and sell more stuff. It’s the same with the ubiquitous kiosks in the middle of malls – and it’s suffocating for many shoppers. So instead of going shopping in conventional stores, they head for their computers to buy online. When a shopper finds your site, is she going to find it as jammed as a bricks-and-mortar store?

Is every speck of your web page cluttered with stuff? Or is she going to find “wide aisles” or white space? A clean design with ample white space will help your shopper ponder your offerings and imagine herself owning them without a thousand distractions. Easy Web Tip #48: Improve your website by leaving plenty of “white space” on your web pages for a clean and attractive look. It also makes the text easier to read.    

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V. COFFEE, MINTS AND TOOTHPICKS

- THE WELL-FED E-PUB NEEDS ALL COURSES!

- The WELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog

- MISSED MY TELECLASS? Full 38-PAGE e-Transcript – Just $12!

- AWAI Copywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)

- How Can My Mentoring Service Serve You?

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I'M SERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!

Got a great strategy, approach or specific expertise you're willing to share? Turn it into a Feature (MAIN COURSE) for the EPUB (400-500 words; query first). ALSO, send your "GREENS" (200-300 words), TIPS (150-200) and SUCCESS STORIES (200-300) to peter@wellfedwriter.com. Archived issues at http://www.wellfedwriter.com/ezine.shtml.

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The WELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog

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MISSED MY TELECLASS? "Thriving as a Freelance Commercial Writer"

38-PAGE e-Transcript! $12: www.wellfedwriter.com/jan07tstranscript.shtml.

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AWAI COPYWRITING (& OTHER) COURSES: Register Here, Get Your Choice of Bonus CD Program! Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising, Health Market and more! http://www.wellfedwriter.com/awai.shtml.

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HOW CAN MY MENTORING SERVICE SERVE YOU?

For details and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.

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