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" – the designation for anyone who freelances for businesses (as opposed to writing magazine articles, short stories, poetry, etc.), and typically earns $50-125+ an hour. 

 

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VOLUME 9, ISSUE 4 – APRIL 2010

Publishing the first Tuesday of every month since May 2002 

Read it Online at: http://www.wellfedwriter.com/ezine/april2010.html

 

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"THE WELL-FED WRITER," 2009 EDITION – NOW AVAILABLE!

FR.EE e-Bonus & U.S. Shipping. http://www.wellfedwriter.com/ordertwfw.shtml.

 

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SOCIAL MEDIA SUCCESS SUMMIT 2010 (MAY) 50% OFF DISCOUNT! 

Need a social media marketing plan, but donÕt know where to start? Tap the finest braintrust on the subject, and assembled in one place (this is one IMPRESSIVE line-up). For all details, full session roster, presenter bios, and details on LIMITED-TIME 50% DISCOUNT, visit: http://www.whitepapersource.com/cmd.php?Clk=3602348

 

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JUNE GROUP COACHING FILLING NOW! For full details and participant testimonials (16 and counting!): http://www.wellfedwriter.com/groupcoaching.shtml.      

 

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I NEED YOUR GREAT STORIES FOR THE EPUB! I'm seriously low on ALL courses and would love to get your success stories, strategies, tips and features. See "Coffee." 

 

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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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Check Out My Latest Coaching Spinoff Business! http://www.TitleTailor.com

 

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THIS MONTH'S MENU:

 

I. APPETIZER: WHEN BAD WRITING IS JUST BAD WRITING, NOTHING MORE

Blog Discussion Underscores That Writing Quality Still Matters to Serious Writing Buyers

 

II. "FIELD" GREENS: GOT PRESS RELEASE DISTRIBUTION?

PA FLCW & PR Pro Shares Her Top Time-Tested Press Release Distribution Sites

 

III. MAIN ÒMEATÓ COURSE: HIRE THE WRITER FIRST! (PART 2 OF 2)

SEO Pro/Web Writer Shares Strategies for Tapping Demand for Web Writers

 

IV. DESSERT: Sweet Success Stories and Tips

CA FLCW: How I Landed My First Steady Commercial Writing Client Through Twitter!

TIP: All-in-One Reference Site Aggregates 500+ Resources in One Spot!

 

V. COFFEE, MINTS AND TOOTHPICKS

- SOCIAL MEDIA SUCCESS SUMMIT 2010: Get Your Social Media Strategy in Place! 

- WELL-FED GROUP COACHING! June Series (Starting 6/2/10) Now Filling!

- 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. APPETIZER: WHEN BAD WRITING IS JUST BAD WRITING, NOTHING MORE

Blog Discussion Underscores That Writing Quality Still Matters to Serious Writing Buyers  

 

ItÕs easy to look around these days at the sorry quality of writing one finds on many sites on the web and decide that it signals an overall decline in writing quality. And easy to take that one step further and decide that such a mindset will soon infect writing buyers whoÕve always expected quality writing from their freelancers, but now will be happy with dreck in return for low rates. And IÕd say youÕd be wrong.

 

This is just one of the points being discussed in a 3/3/10 post on The Well-Fed Writer Blog (ÒWriting This Bad Highlights a Whole Other Writing WorldÓ) thatÕs now boasting 33+ comments. Check it out at http://www.wellfedwriter.com/blog.

 

One commenter was understandably lamenting the egregiously bad writing I cited in the post (from a blog network), and added her own example. At the same time, however, she said she was booked solid with high-paying work. In response, I wrote (in part):     

 

ÒSounds like your thriving business is proof positive that good clients that indeed appreciate the value of good writing are out there. While itÕs easy to see examples like mine and yours as evidence of a general decline in writing, and perhaps whatÕs considered Òacceptable,Ó I donÕt buy it. And I donÕt buy it because the business models of these blog networks and the content mills is worlds apart from the one practiced by respectable businesses doing their best to stay competitive in their industries.

 

ÒArguably, when all you care about is clicks, then, in a relative sense, content really doesnÕt matter. Sure, you might earn more respect from readers if your content were better, but if the content you have, as crummy as it is, gets the job done, and keeps you profitable, then why do you need better? And by extension, why would you pay more to get better? You donÕt and you wonÕt.

 

ÒBut a business trying to stay profitable selling a product or service simply doesnÕt have the luxury of being able to settle for crummy marketing copy, especially when their competitors arenÕt going down that road, because, they too, know how important good copy is to their overall marketing equation.Ó On that happy note, letÕs eat! 

 

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II. "FIELD" GREENS: GOT PRESS RELEASE DISTRIBUTION?

PA FLCW & PR Pro Shares Her Top Time-Tested Press Release Distribution Sites

 

Had an interesting email exchange recently with Pottstown, PA FLCW Jenn Mattern. JennÕs a veteran in the field, an authority on copywriting, and exceptionally knowledgeable and experienced, especially in the PR realm. SheÕs a pro in the press release arena (among others). I asked her to frame her comments for FLCWÕs interested in cost-effectively publicizing either their copywriting businesses or those of their clients. Good, nuts-Ôn-bolts info. Check out her blog (http://www.allfreelancewriting.com) and her business site (http://www.probusinesswriter.com). Enjoy.   

 

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Do you want to distribute news for your freelance writing business, or your clients, for free or on the cheap? You CAN with press release distribution sites. During my years running a small PR firm, I've tested a lot of press release distribution models. Here are two online distribution methods that worked well for my business and my clients: 

 

Let's start with free press release distribution sites like http://www.PR.com. These are good if you just want to shoot some quick news out online, and potentially reach smaller sites and niche bloggers. PR.com releases, for example, might get picked up in Google News where they can be found in news searches tied to your target keywords. But, donÕt waste too much time submitting to a bunch of free distribution sites. The majority of resulting links are low quality, and the same is true of the traffic directly through the release. Also note that you won't receive any live links with most free distribution options.

 

If you're willing to invest a bit more money, try http://www.WebWire.com. For $19, you'll get your release published online, including live full links in the release body and a few anchor text links below. This option won't likely land you any major media coverage, but it WILL usually give you better reach with niche bloggers and websites. You'll also pass along the link juice to your own website, which can help your search engine rankings (although having real news should still be your priority).

 

These options are great if you're looking for a quick and easy way to distribute your (or your clients') news online. Remember though: manual distribution is still your best bet. It might be more time consuming to track down editors' names and contact information, but as a writer you might already have some of this (think of it as another use for your copy of the Writer's Market). Besides, it's free!

 

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III. MAIN ÒMEATÓ COURSE: HIRE THE WRITER FIRST! (PART 2 OF 2)

SEO Pro/Web Writer Shares Strategies for Tapping Demand for Web Writers

 

Katherine Andes is a top-notch SEO pro specializing in web content development and Internet copywriting (http://andesandassociates.com/). I corralled her to write a two-part article about impressing upon our clients the importance, when undertaking a new web site project, of hiring the writer first! As this piece underscores, writing is king. Nothing happens until something is written (well!).

 

In Part 1 (archived at http://www.wellfedwriter.com/ezine/mar2010.html), she outlined how pervasive the OPPOSITE mentality is out there in the business world (in case you thought you were the only one running into it!) and how crucial it is to NOT be intimidated by design folks who cluelessly give short shrift to the copywriter.

 

In Part 2, she shares what to discuss with prospective clients, so theyÕll hire you BEFORE the web designer, or at least at the same time! Sign up for ÒEasy Web TipsÓ, her weekly newsletter – in her words, Òsuper short, sweet, and smart.Ó IÕm subscribed, and itÕs ALL that. (http://andesandassociates.com/NEWSLETTER_LHPX.html)

 

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In Part 1, I ranted a bit about why writers are often thought of last when building web sites. If anything, they should be brought on board first BEFORE the designer and technical developer! HereÕs why É

 

The writer of a web siteÕs content is of critical importance. Web sites designed to sell products and services are word-driven. Even if the site uses videos, a writer writes the scripts. The web technical developer canÕt possibly know how to effectively build the architecture of his clientÕs site if he doesnÕt know its content.

 

Consider the following:

 

1) Who does the Creative Brief and decides how to organize the material gathered?

2) Who decides the unique value or selling proposition?

3) Who decides the product benefits list?

4) Who decides how a page is going to be developed with appealing words to keep the visitor interested and moving onto other pages of the site?

5) Who decides what side bars will be needed?

6) Who helps the advertiser choose offers, enticements, premiums?

7) Who decides on the call to action(s)?

 

A technical developer wonÕt have a clue about any of the above. The web designer might have some ideas, but he tends to be more concerned about the look of the page. The writer/web specialist has to keep both of these folks on track to ensure the page does the job itÕs supposed to do — whether or not it looks good.

 

All too often, I meet with prospective clients who have spent a ton of money on their sites, which have essentially been loaded up with print-style materials. Unsurprising. After all, when most web designers/developers need content, they simply go to the client who hands them their printed marketing materials, and on to the web site it goes!

 

Although print materials are great aids to the online copywriter, they simply cannot be effective when thrown onto web pages. Print copy (brochure, magazine, etc.) is designed for more leisurely reads, but Web site visitors are on a mission. They want to scan and find exactly what they are looking for quickly. If they canÕt, theyÕre gone.

 

Good web copywriters will save their clients loads of cash. Why?

 

1) TheyÕll prevent them from making mistakes that will result in lost sales.

2) TheyÕll ensure every page is useful and geared toward selling and reputation-building.

3) TheyÕll ensure every page ends with action items for the visitor.

4) TheyÕll ensure pages arenÕt over-designed. An over-designed page may look great, but it may also be impossible to read and distract from your sales message. Remember, search engines donÕt  ÒsearchÓ for design or even images.

5) TheyÕll do keyword research for every page.

6) TheyÕll ensure your web site copy is written with keyword phrases that will attract customers to your site, while still sounding natural and appealing. Text with keywords artificially included will numb the mind of the reader and might even get you punished by the search engines, resulting in lower rankings.

7) TheyÕll write the title and description tags in a natural and compelling manner to match their respective pages.

 

Ideally, the web content developer (writer), the web designer, and technical developer should all work together. But smart clients – ones who want to maximize the power and potential of their investment in a web site – hire the writer first.

 

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IV. DESSERT: Sweet Success Stories and Tips

CA FLCW: How I Landed My First Steady Commercial Writing Client Through Twitter!

TIP: All-in-One Reference Site Aggregates 500+ Resources in One Spot!

 

Got this cool story from Encinitas, CA FLCW Louise Julig (www.louisejulig.com, ljulig@me.com) about how she landed her first regular commercial writing client through a Twitter contact. And after that, a great tip from Jack Landham in Roswell, GA (tjack@aol.com) about a killer all-in-one-spot reference web site. One of those ÒIf-we-donÕt-have-it-you-donÕt-need-itÓ kinds of sites. Enjoy!  

 

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Peter: As a Twitter newbie in February '09, I started following a profile with my town's name in it, written by a local business booster. I thanked the person for some tips provided on things to do around town, and we conversed a little. Then I noticed that the link in the profile bio went to a Facebook group of the same name, so I joined the group and posted a description of my writing and editing business there.

 

I noticed that the photo of the group moderator was a woman I had also seen with her own personal profile on Twitter, so I followed that profile too. A few weeks later she contacted me and said she had a friend in the marketing department of a local business that needed editing work. She was impressed with the way I connected the dots and reached out, and when we talked on the phone we hit it off right away.

 

Well, that Òbit of editing workÓ turned into a regular gig writing monthly marketing letters for a local mid-sized company. It was my first steady commercial writing client and I love telling people how I got the job from Twitter.

 

PB NOTE: Need a Twitter/Facebook/LinkedIn strategy for your business, but are a bit freaked out by the whole social media thing? Get serious about maximizing your social media ÒreachÓ with some serious pros at Social Media Success Summit 2010: http://www.whitepapersource.com/cmd.php?Clk=3602348

 

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Peter: Check out www.refdesk.com. ItÕs a wonderful site with all kinds of good stuff. Any-year calendars, stock quotes, newspapers/news networks/news services from around the globe, all search engines, online dictionary/thesaurus, phone book look-up, weather, language translation (by the word or paragraph), gas prices in your area, shipment tracking (USPS, FedEx, UPS), and about a zillion other things.

 

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V. COFFEE, MINTS AND TOOTHPICKS

- SOCIAL MEDIA SUCCESS SUMMIT 2010: Get Your Social Media Strategy in Place! 

- WELL-FED GROUP COACHING! June Series (Starting 6/2/10) Now Filling!

- 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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SOCIAL MEDIA SUCCESS SUMMIT 2010 – The Fast Track to Social Media Success!

Limited-Time 50% Discount + $700+ Worth of No-Fluff Bonuses. Accurately billed as ÒThe Web's Largest Online Social Media Conference,Ó Social Media Success Summit 2010 brings the best minds in the social media arena together in one place. 18 sessions of original content; 24 experts; all sessions recorded and downloadable. For all details (and complimentary gift), visit http://www.whitepapersource.com/cmd.php?Clk=3602348.

 

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JUNE GROUP COACHING NOW FILLING!

In the start-up stage of your commercial freelancing business? Looking for some guidance, confidence and camaraderie? Check out Group Coaching! The April series (starting 4/7) is filled, but IÕm now accepting enrollments for the June series beginning June 2, 2010. For all the details and a pile of glowing testimonials from past series participants, visit http://www.wellfedwriter.com/groupcoaching.shtml.

 

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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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