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 ÒFreelance
Commercial WriterÓ – 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.
*****************************************
VOLUME
10, ISSUE 8 – AUGUST 2011
Publishing
the first Tuesday of every month since May 2002
Read
it Online at: http://www.wellfedwriter.com/ezine/aug2011.html
*****************************************
NOW
AVAILABLE! ÒPROFITABLE – BY DESIGN!Ó (EBOOK)
All the how-to on
partnering with designers and creating a LOW-MAINTENANCE INCOME STREAM. http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
*****************************************
Check out The WELL-FED
WRITER BLOG! Weigh in on ÒThis WriterÕs Clients Give Him a Check Every Month
(Thanks to a Tough EconomyÉ),Ó ÒMeet Someone Like This
and Your Copywriting Business Will Soar,Ó and more! http://www.wellfedwriter.com/blog.
*****************************************
ÒTHE
WELL-FED WRITERÓ (2010 EDITION) HAS WON FOUR AWARDS!
To
Order (FR.EE Bonus/U.S. Shipping): http://www.wellfedwriter.com/ordertwfw.shtml.
*****************************************
I NEED YOUR SHORT
(100-200 words) SUCCESS STORIES for the E-PUB!
Landed a great client?
Had a successful marketing campaign? Done something else that boosted your FLCW
income? Send them to peter@wellfedwriter.com.
*****************************************
THIS
MONTHÕS MENU:
I. APPETIZER: DO YOU LOVE BEING A
FLCW? YOU SHOULDÉ
Yours Truly Finds Even More Reasons to Feel Bullish on This
Great Field of Ours!
II. ÒFIELDÓ GREENS: USE STORYTELLING TO BREW UP MORE SALES
How Schlitz Beer Can Help Your Clients Stand Out in a Crowded Marketplace!
III. MAIN ÒMEATÓ COURSE: WHATÕS YOUR LINKEDIN STRATEGY? (Part 2 of 2)
Idaho FLCW Shows Fellow FLCWÕs Why LinkedIn Might Be Worth a
Second Look
IV. DESSERT: Sweet
Success Stories and Tips
New Masters Grad Stops Job-Hunting,
Launches FLCWÕing Business in Minneapolis
TIP: Yours Truly Finds
Cool Tool for Quick-and-Easy Copy Formatting
V. COFFEE, MINTS AND
TOOTHPICKS
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS ALL COURSES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
*****************************************
*****************************************
I. APPETIZER: DO YOU LOVE BEING A
FLCW? YOU SHOULDÉ
Yours Truly Finds Even More Reasons to Feel Bullish on This Great
Field of Ours!
Had three things cross my path recently that
give me a lot of confidence in my chosen profession (and yours as well?). Not
that I havenÕt been bullish for years, but on the off chance some of you guys
are wonderingÉ For starters, Oregon
FLCW Mike Russell (http://pivotalwriting.com) sent me this, yet another piece
on the cost of lousy writing skills, this time from the UK: http://www.bbc.co.uk/news/education-14130854.
Not that I want to get giddy over the high price so many companies
pay for the crummy writing skills of their employees, you understand. But as
long as those skills are lousy, and as long as there are enough folks out there
whose businessÕs success depends on good writing (i.e., itÕs not just a nice
thing to have, but something non-negotiable), folks like us will have work. Assuming
weÕre letting the world know weÕre out there.
Following that was a conversation I had with a commercial
freelancer whoÕd been at it for 22 years. HeÕd tapped me for a bit of coaching
to get a reality check on several aspects of his business. AND happily informed
me that business was booming and had been for a while. Real clients with real
jobs and real money to pay are definitely out there.
And speaking of clients (and this was the third thing), I just
picked up a new one a few months back. Good to work with and pretty high profile,
to boot. The copywriting work theyÕd been getting from their writers up till
then was surprisingly mediocre, and theyÕre delighted with what IÕm bringing to
the table. And it just underscores for me how much middling (and outright bad)
writing there is out there, and how the clients youÕd think would have access
to all manner of crack copywriters, often donÕt.
So, if youÕve got some serious writing chops, and are willing to
work long and hard to build your name, you CAN make a go of this business. Your
skills ARE needed out there. On that happy note, letÕs eat!
*****************************************
*****************************************
II. ÒFIELDÓ GREENS: USE STORYTELLING TO BREW UP MORE SALES
How Schlitz Beer Can Help Your Clients Stand Out in a Crowded Marketplace!
Another stellar – and classic
– example of using storytelling in writing (one of my Òbroken-recordÓ
messages and favorite writing devicesÉ). This comes from the web site (Resources link) of marketing/sales pro,
speaker and author Joel Weiner (Joel@YourProfitWizard.com; http://www.YourProfitWizard.com). Joel is also a licensed facilitator for
the "Get Clients NOW!" 28-day marketing program for
professionals, consultants and coaches. How often have we run across
clients who just donÕt know how to set their businesses apart from the herd?
HereÕs one great way to do it. Enjoy!
*****************************************
Back in the 1920's, Schlitz Beer was languishing down in 8th place, out of
the top ten brewing companies in the US. Then, they came up with an ingenious
new marketing angle, which saw them shoot up from 8th, to 1st place in just 6
months—completely out-selling their competition! What did they do, and
more importantly, how could you use the same tactic to make more sales?
Well, way back then, all the breweries were using the same basic message in
their advertising: "Our beer is pure" All the breweries were
brandishing the word ÔpureÕ to describe how good their beer was. Unfortunately,
the average beer drinker didn't have a clue what 'pure' really stood for.
Schlitz took the initiative, and started a marketing campaign that really
made beer drinkers sit up and take notice. They didn't just tell people their
beer was pure, they explained in great detail, exactly how their beer became so
pure. They explained how:
- They drilled down two wells which were 5,000 feet deep, in order to go
deep enough to get the best combination of water and minerals for their beer.
- They went through 1,623 different experiments over a 5-year period, so
that they could find and develop the finest mother yeast cell, to produce the
richest flavor.
- Their distillation process involved heating the water to 5000 degrees
Fahrenheit, then cooled down and condensed 3 times, so that it was completely
purified.
- When bottling the beer, each bottle was steamed at 1600 degrees
Fahrenheit, to make sure the beer was free of bacteria and germs.
- To finish off, each batch of beer was quality tested to make sure it was
pure and rich before it left for sale.
When competing with other vendors offering the same or different solutions
as you are proposing, you must differentiate yourself. One way, as in the
Schlitz example, is to explain in detail the ÒprocessÓ you used to come up with
the solution you are proposing.
Detailing the process is effective in creating value in the eyes of your prospect, because your competitors wonÕt do it. Why? Because they take the ÒprocessÓ as a given, since they do it day in and day out. Your prospect, on the other hand, doesnÕt know the Òprocess,Ó and explaining it creates value no other competitor will offer.
*****************************************
*****************************************
III. MAIN ÒMEATÓ COURSE: WHATÕS YOUR LINKEDIN STRATEGY?
(Part 2 of 2)
Idaho FLCW Shows Fellow FLCWÕs Why LinkedIn Might Be Worth a
Second Look
If youÕre among the many out there whoÕve said to yourself
repeatedly, ÒI really need to figure out LinkedIn,Ó youÕll appreciate this
great two-part LinkedIn primer from Boise, ID FLCW Cathy Miller (cathy@millercathy.com;
http://simplystatedbusiness.com).
In Part 1 last month (archived at http://www.wellfedwriter.com/ezine/july2011.html),
Cathy served up the basics of getting started, while here in Part 2, she shows
how to use LI to effectively market your freelance copywriting business. Enjoy!
*****************************************
LinkedIn is a terrific resource for growing your freelance
commercial writing business. Some consider the professional networking site too
Òold schoolÓ for their taste, but a lot has changed since its launch in 2003.
You might want to give LinkedIn a second look.
When I started freelancing in 2008, I had one client - my
former employer. Because I like to eat, I realized IÕd need a few more. I
explored my social media options and decided LinkedIn was a good fit. I have
the free, basic account. To date, over 60 percent of my client relationships
started with LinkedIn.
PART 2 – MARKETING YOUR BUSINESS
LinkedIn takes pride in being a professional networking
site. Diehard members shun other platforms as too social and where behavior is
less than professional. Avoid hard-sell marketing and focus on connecting.
CONNECTIONS: Now comes the fun part: connecting with
members. Personally, I donÕt believe in connecting for the sake of numbers.
When you do send a request, the first place the person visits is your profile,
so make sure itÕs a solid profile.
You can import contact lists to get started, but LinkedIn
also offers "People You May Know" suggestions from information
pulled from your profile. I love re-connecting with former colleagues and
contacts. ItÕs like meeting your friends at the dance.
Three new projects were a direct result of reconnecting with
former colleagues. By connecting, you see the connections of your contacts. You
can ask your contacts for an introduction (up to 5 monthly on free accounts) to
one of their connections. With an upgraded account, you can send an InMail, LinkedInÕs internal email, directly to their
connection. If they donÕt respond within seven days, the credit returns to your
account.
GROUPS: I
joined GROUPS in my niche and participate with absolutely no sales
pitching - just sharing information. It is similar to the good side of forums.
The idea behind GROUPS is sharing ideas and receiving help through
discussions. Some GROUPS are page after page of sales pitches. In my
opinion, the key to the success of the GROUP is the manager or owner. If
you find a well-managed group, the networking benefits are huge, especially if
you are new to freelancing and building your credibility.
You can also join writersÕ GROUPS where you share
information on our industry. I find the freelance writing community to be one
of the most generous.
ANSWERS: This application provides answers to
business-related questions in over 20 categories. You can get answers here or earn
recognition as an expert by answering questions. I love to use this section as
a way to get blog topics or product/service ideas.
SHARE/FOLLOW US BUTTONS: LinkedIn offers a variety of
buttons you can add to your site where readers can share your content or
connect with you.
COMPANY PAGES: There is a new COMPANY PAGES feature I
just started using. What I like is that it's not just for the biggies; solo
freelance writers benefit, too. You can list your products and services, add logos, videos, and other content marketing. It
accepts recommendations for your business.
LinkedIn is an excellent source for new clients and
referrals, and when done right, offers a great showcase for your work. Maybe
itÕs time you took a second look.
*****************************************
*****************************************
IV. DESSERT: Sweet
Success Stories and Tips
New Masters Grad Stops Job-Hunting, Launches
FLCWÕing Business in Minneapolis
TIP: Yours Truly Finds
Cool Tool for Quick-and-Easy Copy Formatting
Got this great success story from budding MN FLCW (but well
on her way!) Grace Myers (grace@gracemyerswrites.com;
http://www.gracemyerswrites.com;
and Grace blogs at http://www.gracemyerswrites.com/Blog.html).
Who says youÕve got to work for The Man right out of school? Inspiring. And following
that, a nifty web site thatÕll help you neatly and instantly format any
document. Enjoy!
*****************************************
I was one of the many unemployed and jaded recent
graduates. IÕd just earned a MA in literature from a prestigious
university in the UK and came back to Minneapolis, my hometown, with
high hopes of putting my writing to use. But where?
The only jobs I could land were internships intended for college
sophomores before the recession hit.
I made the most of it and took on as many writing projects
as I could. All the while, I was getting paid NOTHING and being told Òwe
need someone with more experienceÓ or Òthis job would be ideal for
someone right out of collegeÓ at interviews for full-time jobs.
My frustration led me to begin small low-paying writing
jobs on the side (you know, to afford to do something fun once in a
while!), but the experience was invaluable. I gained the confidence
to put myself out there as a writer. Best of all, I realized that through
freelancing, I could stop waiting around for a magical job opening and
start a career.
I landed my first big gig when my dad told me about a
former colleague at 3M who needed help creating a brochure. I sent her a
quick message on LinkedIn and she invited me into her office. I was
shocked when she was more concerned with convincing ME to take on the
project than examining my portfolio. I resisted the urge to blurt out my
excitement to take on the job! Once I began, the brochure expanded in scope
several times, turning out to be a much larger project than I thought when
I first signed on.
Getting to this point has been hard work. And now that
I have established a few steady clients, I find that what I enjoy most
about freelance writing is the challenge of shaping my business. IÕm
working hard to figure out what area I want to eventually specialize in.
Five years down the road, do I want to teach seminars? Write a book? Hire
junior writers? This is a great career I can carve to fit the life I
want. And in the meantime, I get to keep expecting more for my work and
for myself. How cool is that?
*****************************************
HereÕs a nifty tool for when you have to format copy to fit in a set space (i.e., 50 or 75 or 100 characters wide), whether for a blog post, ezine, email blast, etc. Check out http://www.formatit.com. Course IÕm probably the only person alive who wasnÕt aware of this, but in case youÕre in that boat, and you find yourself doing it manually and laboriously (and doing a lousy job of it), hereÕs an easy (and instant!) solution.
*****************************************
*****************************************
V. COFFEE, MINTS AND
TOOTHPICKS
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS ALL COURSES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
****************************************
*****************************************
MORE WORK WITH LESS EFFORT? New Ebook Serves Up the ÒHow-ToÓ!
ThatÕs not hype. ItÕs how my business has worked for the
better part of 18 years, thanks to some juicy partnerships with graphic
designers. The result? 1-2 jobs virtually every month with little or no effort
on my part. And I put all the how-to details down on paper. Check it out at http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
*****************************************
IÕM
SERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
Got a great strategy,
approach or specific expertise youÕre willing to share? Turn it into a Feature
(MAIN COURSE) for the EPUB (500-600 words; query first). ALSO, send your ÒGREENSÓ
(200-300 words), TIPS (150-200) and SUCCESS STORIES (100-300) to peter@wellfedwriter.com. Archived issues at http://www.wellfedwriter.com/ezine.shtml.
*****************************************
The
WELL-FED WRITER BLOG is RockinÕ! http://www.wellfedwriter.com/blog
*****************************************
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.
*****************************************
HOW CAN MY MENTORING SERVICE SERVE YOU?
For details and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
*****************************************