Welcome to THE WELL-FED E-PUB!
Serving up food for thought and tasty tips for the prospering writer. Come
on in, sit anywhere and bring your appetite!
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VOLUME 2, ISSUE 8 – AUGUST 2003
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THIS MONTH'S MENU
I. WELCOME APPETIZER: WANTED: WRITERS WITH A CLUE
Bad Writing & Sloppy Marketing Everywhere Means Plenty of Opportunities
II. CRISP “FROM THE FIELD” GREENS: SMALL TOWN SUCCESS STORY!
TN-based FLCW Shows How Persistence and Creativity Pays Off!
IV. DESSERT: Sweet Success Stories and Tips
- TIP: CO-based FLCW’s Clever Ideas Slices a Week Off Payment Times!
- Budding Atlanta FLCW Asks If “Writing Test” is Legit; Pros Give Thumbs-Down!
V. COFFEE, MINTS AND TOOTHPICKS
- THE WELL-FED E-PUB “BANQUET” E-BOOK COMING SOON!
- Well-Fed E-Pub Needs TIPS, SUCCESS STORIES & FEATURES
-”Well-Fed Writer” CDs! – The Next Course on the “Well-Fed” Buffet!
- How Can My Mentoring Service Serve You?
- Coming on Future Menus
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I. WELCOME APPETIZER: WANTED: WRITERS WITH A CLUE
Bad Writing & Sloppy Marketing Everywhere Means Plenty of Opportunities
I cruised on over to the nearby mall last week to buy a new watchband. Forgetting where the store was exactly, I consulted the handy-dandy color-coded mall directory map. Not hardly. Handy-dandy, that is. It'd clearly been redesigned since the last time I'd seen it. For starters, the "You Are Here" designation was nowhere to be found. Gone. Then, though the stores were all given numbers on the list, the numbers were missing on the map itself. I'm not kidding. It was only by looking at the colors that I could figure it out and in twice the time.
Think about this (no, it's not a copywriting project, but it's in the same broad category of business communications). Here is a big, colorful, detailed map in a major metropolitan mall. Malls have been using these kinds of maps forever, maps with a formula that's both effective and painfully obvious. But, in this case, they decide to omit two key design features of the formula. And because I understand how creative jobs get done, I know for a fact that a lot of eyes saw this and approved it before it went to print. How could this happen? I'll tell you how. Because business entities - from corporate America down to the small shops - don't have their act together nearly as much as you may think they do. And the evidence is all around us.
A marketing firm contacted me last year to rework a web site for a sales training company. A 15-second meander through the site instantly revealed that this company-with a market niche in SALES TRAINING – didn’t even have a basic grasp of a classic sales fundamental: Features/Benefits.
In Luke Sullivan's book "Hey Whipple, Squeeze This" that I profiled last month, he makes this observation about billboards: "It's been said that a board should have no more than seven words." Next time you drive down the highway, see how many break this rule (maybe 80%?). See how many are cluttered, feature too-small type, or are written like brochure copy as opposed to quick-read ad copy. Yes, rush hour often provides drivers with extended viewing time, but how wise is it to count on that?
I recently got a letter from my health care provider, one of the bigger and better nationwide HMOs, incidentally. They were informing me of some pretty significant rate hikes. A letter like that, in my humble opinion, requires some thought. As in, who's the audience, how are they going to react and how can we write it to anticipate some of their (undoubtedly) unhappy reactions? For starters, and on a different note, the letter was horribly laid-out, like a bad text-only file, where everything ran together and looked the same, even asterisked copy at bottom. Practically incoherent.
Then, the copy. To introduce the products, they wrote, in part: "As part of our continuing efforts to offer competitive, affordable health coverage, we have restructured our products. We are pleased to announce four new ABC Healthcare products. These four new plans were designed in response to your requests for affordable products with more choice in benefit levels and co-payments," etc., etc.
Not one word acknowledging that this was a sharp increase. All BS. Did they think we wouldn't notice something that obvious? How about: "Rising costs have forced us to restructure our plans, which unfortunately translates to higher premiums. While we never look forward to coming to you with news like this, we remain committed to offering a wide range of affordable options," etc., etc. How about a little honesty? A price increase will never make anyone happy, under any circumstances, but a sure way to boost the irritation factor is to sugarcoat it, and badly at that.
Oh, and here's the clincher. You'll love this. They sent this out in early April, even though my current plan (at a lower premium) won't expire until the end of November. In the letter, they thoughtfully offer me the option of switching over to one of these more expensive plans anytime before November “to ensure continuous coverage.” Gee, thanks so much. I just can't WAIT till November to start paying higher premiums. I need to do it NOW. As if I don’t know for a fact that they’ll be sending a notice every month until October and then every week after that until I sign up. Idiots. They must think they’re dealing with absolute morons.
I'm telling you, just look around you. If you can use your head and know how to write, you're needed out there. Let's eat!
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II. CRISP “FROM THE FIELD” GREENS: SMALL TOWN SUCCESS STORY!
TN-based FLCW Shows How Persistence and Creativity Pays Off!
Got this very inspiring e-mail a few months back from RURAL TN-based FLCW Aaron Miller (awmiller@freelancealchemy.com, www.freelancealchemy.com) about the progress he’s making in a small market, thanks to getting out there, knocking on a lot of doors, stepping up and being very creative. As he so simply puts it, “It can be done.” And his ideas can really apply to ANY writer in ANY market; it just becomes more important in smaller markets. Read on and admire.
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Hello Peter,
I've enjoyed some recent accomplishments, both pending and actual, that might inspire some of your monthly e-newsletter readers.
I joined our local chamber of commerce about two months ago and quickly leveraged my writing and limited design experience to gain an audience with a key member of their organization. She essentially functions as their executive secretary, do-it-all. We talked about the chamber newsletter (previously a hodgepodge of fonts and graphics that screamed 'thrown together') and how I felt it could be upgraded and presented in a more business like fashion. She immediately agreed, and I've been busy ever since.
I agreed to redo the newsletter in exchange for advertising within the newsletter (something they had not previously done). Also, our little town of Manchester, Tennessee is home to the nationally recognized musical event known as Bonnaroo, and our chamber has an inside track this year, which I also, gratefully, was able to sink my teeth into. I developed an idea for an insert that will go out to all the ticket holders. The insert will be sponsored by local businesses and in exchange for my writing services I'll be given a $500 ad space in 100,000 inserts.
On the heels of this excitement, I managed to partner with another local writer and designer, and we’re discussing various projects to offer proactively to corporate clients. And, just recently, I was contacted by an agency I'd called two weeks ago about writing newsletters for a client of theirs. Right now my preliminary work is in review by the client who is desperately in need of someone to do their writing. All in all, the beginning of this year seemed a little bleak, but now it's begun to look up and can only get better.
Oh, and all this has been accomplished from a rural area in a town of approximately 8 to 10 thousand people using the phone, direct mail (letters and post cards) and a little networking through various events. It can be done. Thank you Peter for continuing to inspire and educate through your newsletter.
Your friend in Tennessee,
Aaron
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Got this tantalizing tale of a tasty (literally!) business-building strategy from Kunkletown, PA-based Karl Barndt (karl@electric-ink-ltd.com, www.electric-ink-ltd.com), who, along with his graphic-designing wife, Kris, is slowly building a FLCW business. Admittedly, the jury is still out on whether this strategy will bear fruit for him (though it’s already yielded a lot of chocolate!). Nonetheless, it’s a sound idea and there’s not a reason in the world it couldn’t work under the right circumstances. Most importantly, it’s about being creative in your marketing approaches and no question: THIS qualifies as THAT. Enjoy.
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What does getting 22 pounds of free chocolate delivered to your door have to do with prospecting for copywriting clients? More than you might think.
One of my hobbies is making candy, particularly chocolates. I had researched candy making in the course of pursuing my hobby, so I already had quite a bit of knowledge and expertise. Now I decided to put it to use by searching for copywriting work in the candy industry (one step in my pursuit of developing clients in the food sector). With the rise in diabetes and low carbohydrate dieting, I decided to write a few articles about sugar-free candy and chocolate. Now I had a specific hook to approach certain chocolate and candy manufacturers. The more specific your article topic, the better your credibility.
Smart marketing managers always want positive free publicity. When I call a company, I introduce myself as a freelance writer developing a few articles on sugar-free chocolate. I ask if I could speak to someone who could give me more information about the company’s products. Usually, this person will be in the marketing department, although some larger companies will direct you to public relations—still not a bad place to make contacts. Once I make contact with the right person, I explain how I am writing a few articles and would like information about their products, including samples (after all, you have to have samples of food products). Most of the people I talk to are quite eager to help because my articles mean free publicity for them.
As easy as this sounds, however, you must do your homework before calling. Have the names of a few target publications in mind in case they ask where you plan to publish the article. Visit the company’s web site and research their products on the Web. You should know as much as possible about the prospect’s company, products and industry before you call. Being able to “talk the talk” about a prospect’s business quickly builds rapport; you’ve gone from being a stranger to an insider. After I have questioned them for info about their products and sense them warming to me, I casually mention that writing articles is not my main business; I’m actually a copywriter who writes advertising and marketing materials (the articles are a sideline I do to keep me sharp in the industry and to promote my expertise). I then ask if they use freelancers, would they mind if I sent my promotional materials, etc.
Now for the caveat: You must write the article. All that great rapport you’ve built can be torn away instantly if the prospect discovers you’ve been lying. Besides, sending a draft of the article for a “fact check” is another chance to show your stuff and stay in contact.
I’ve been using this strategy for a few weeks as of this writing. No jobs yet, but I have some leads and a few new networking contacts in the food industry.
Oh, I almost forgot about the 22 pounds of free chocolate. One prospect, a marketing manager for a large international chocolate company, was very eager to help me gather info for my articles. He also said he would send samples of his company’s sugar-free chocolate. The “samples” that arrived on my doorstep were two 11-pound slabs of chocolate—the smallest sample size they had!
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PB: And this follow-up from Karl
KB: One of the leads I developed from this tactic came from the president of a
company that produces sugar-free products and ingredients. She offered to open
her network to me as soon as she can find some time in her busy schedule. She
already dumped about six names on me during our first phone call. After I
mentioned my copywriting business, she also said that she might need help with
press releases and the occasional article for the trade mags. What impressed
her was my depth of knowledge.
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IV. DESSERT: Sweet Success Stories and Tips
- TIP: CO-based FLCW’s Clever Ideas Slices a Week Off Payment Times!
- Budding Atlanta FLCW Asks If “Writing Test” is Legit; Pros Give Thumbs-Down!
Got this nifty set of high-tech tips from Colorado-based FLCW Brad Chittim (bradchittim@writeconcepts.biz, www.writeconcepts.biz, in response to the “How Not To Miss a Meal” piece that ran in the May 2003 issue. If you want to eat faster and with less mess, do as this pro does. Cool stuff.
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Peter,
I’m meticulous about expediting the invoicing process to get checks faster. I create invoices in QuickBooks and print an electronic .pfd file. From there, I save $0.37 and three days by emailing it directly to my client's AP department and cc. my client.
Recently, I've discovered another trick that saves me even more time: automatic deposits. It turns out that my repeat customers have automatic payment systems for their employees and, at great savings, have extended them to their contractors. I save another three days bypassing snail mail, and I don't have to hassle with going to the bank to make deposits. That's an average of one business week I've speeded up payment. Another soft benefit is that if a payment is late, I know it sooner by this truncated collection schedule and can take action faster. When it comes to the money I've earned, I'm not bashful about asking for it.
Best regards,
Brad
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Got the following interesting e-mail from a budding Atlanta FLCW about a suspicious “writing test” from an ad agency. I ran it past the members of my commercial writers group for their take. Their very unambiguous responses follow. Beware the “freebie hunters” who want to milk you for free and leave you hungry. Not a common occurrence, but they’re out there. Repeat after me: “We don’t write for free!”
Hi Peter,
I've been making my cold calls
and was sent a "writing test" from an ad agency. They sent me
25 sample pages from a book. My test is to use this to create at least 25
bullet points and a portion of a sales letter to accompany it. What do you
think? Being new to freelancing makes me an easy mark. (This may be good
material in dos and don'ts for your next edition.)
Many thanks!!
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The Pros Weigh In:
FEHHHH! It may be a test, but I don't think it's a test of writing. It'd be one thing if they sent her 25 pages of input and just wanted her to turn it into bullet points. Maybe it's worth only 11 bullet points. That's for the writer to decide when she distills it and reworks it into a promotional piece. I agree that they're looking for something for free. But I've never heard of an agency "working" like this. I think there's a neophyte sitting at an agency desk.
Sounds like a way for the agency to get some free copy.
Don't like the sound of it either. As a colleague, I’d urge her not to do stealth spec work.
No. Don't think it's legit. Maybe a one-page document with five bullets, but not an entire "project". Sounds like they're trying to get free work. I've never had an agency give me any kind of a "test" before working with me.
Sounds kind of insulting to me. Anybody reviewing portfolios at an agency should be able to make a judgment without resorting to that. Do they want to know how many words a minute she types too?
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V. COFFEE, MINTS AND TOOTHPICKS
- THE WELL-FED E-PUB “BANQUET” E-BOOK COMING SOON!
- Well-Fed E-Pub Needs TIPS, SUCCESS STORIES & FEATURES
-”Well-Fed Writer” CDs! – The Next Course on the “Well-Fed” Buffet!
- How Can My Mentoring Service Serve You?
- Coming on Future Menus
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THE WELL-FED E-PUB “BANQUET” E-BOOK COMING SOON!
The great feedback continues to flow in about THE WELL-FED E-PUB, which is very gratifying. But, how many of you have honestly read all the past issues, from start to finish? I know, you PLAN on doing it, but time gets away from us all. SO, with that in mind, I’m in the process of compiling the first 13 issues (a baker’s dozen, May 2002 – May 2003) into an e-book, breaking them down into the “courses” (i.e., all the Appetizers together, etc.), and with a full table of contents “Menu” with each article labeled by subject category (i.e., Prospecting, Business-Building, Business Process, etc.). Even if you HAVE read them all, I’m guessing you’ll appreciate all the info in one place. I promise an invaluable and easy-to-use reference tool that WILL put money in your pocket. All for only $9.95 and downloadable off the site. Details to follow.
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WELL-FED E-PUB NEEDS MORE FEATURES (“MAIN COURSE” & “CRISP FROM THE FIELD” GREENS), TIPS & SUCCESS STORIES! Send them on to peter@wellfedwriter.com.
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“WELL-FED WRITER” CDs: IF YOU LIKED THE BOOK – YOU’LL LOVE THE CDS!
“The Well-Fed Writer Seminar” 6-CD Series is a perfect complement to the book. Audiotape from a live seminar, the set includes expanded marketing and cold-calling sections AND the combined input from 22 participants. And all for just $119 (shipping included). For details AND AUDIO SAMPLES, click www.wellfedwriter.com/WellFedWriterSeminaronCD.htm.
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HOW CAN MY MENTORING SERVICE SERVE YOU?
For details and testimonials, visit www.wellfedwriter.com/WellFedWriterMentoring.htm.
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On Future Menus
- Low-tech FLCW Builds Website (with Samples) in less than 8 hours for under $100!
- Stuff Yourself at B2B Trade Shows!
- (Your Masterpiece feature, perhaps?)
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To Subscribe (YAY!), Unsubscribe (boo!) or update your address for THE WELL-FED E-PUB, please contact me at peter@wellfedwriter.com. IF UPDATING AN ADDRESS, PLEASE INCLUDE THE OLD ONE!
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BIG THANKS!
THANKS again to Susan Cochran in Atlanta for her great editing/proofing prowess on these newsletters. If you're in the market for a good editor/proofreader, contact her at susan_cochran@mindspring.com.
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