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 6, ISSUE 2 – FEBRUARY 2007 – HAPPY GROUNDHOG DAY! 

 

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“THE WELL-FED SELF-PUBLISHER”: NOW AVAILABLE!

Hard copy and ebook versions PLUS killer companion ebook: www.wellfedsp.com

 

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MISSED JANUARY’S TELECLASS? “Thriving as a Freelance Commercial Writer”

Score the full 38-PAGE e-transcript of EVERY word! Just $12 as an instant download! Details at www.wellfedwriter.com/jan07tstranscript.shtml.

 

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TELECLASS: Creating White Papers That Generate Leads (2/15/07 at 2:00 p.m. EST)

Tap into this lucrative writing direction for just $29. Details in Dessert & at http://www.whitepapersource.com/cmd.php?Clk=1775157

 

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NAWW (National Association of Women Writers) 2nd ANNUAL TELE-SUMMIT!

(I’m speaking on self-publishing). Details: Dessert & http://www.naww.net/PB.htm.

 

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BIGGER Banquet eBook, EPUB Issues 1-39; Just $11.95!

Check it out at http://www.wellfedwriter.com/thebiggerbanquet.shtml (& in Dessert)

 

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I. APPETIZER: DON’T BELIEVE WHAT YOU READ! OUR FIELD PAYS BETTER!          

Chat Room Exchange Tackles Pervasive Myth of “Standard” Writers Rates! 

 

II. CRISP “FIELD” GREENS: ARE ENGLISH TEACHERS ALWAYS RIGHT? 

Rochester, NY FLCW Makes a “WHO-Mungous” Error – Or Does She?

     

III. MAIN COURSE: CHAMBER BUILDS CONFIDENCE, RATES, “BOOK” (Part 2 of 2)

New Small-Town FLCW/At-Home Mom Turns Can-Do Attitude Into $ and Self-Respect

 

IV. DESSERT: Sweet Success Stories and Tips

TIP: FL FLCW Shows Part-Timers How to Juggle FT Job and Biz-Building  

MI FLCW Arranges Speaking Invitations That Generate Writing Assignments!

 

V. COFFEE, MINTS AND TOOTHPICKS

- MISSED JANUARY’S TELECLASS? Full 38-PAGE e-Transcript – Just $10!

- TELECLASS: Creating White Papers That Generate Leads (2/15/07 at 2:00 p.m. EST)

- NAWW (National Association of Women Writers) 2nd ANNUAL TELE-SUMMIT!

- BIGGER Banquet, EPUB Issues 1-39; Just $11.95! (BAD LINK FIXED!)

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

- Well-Fed E-Pub Needs All Courses!

- How Can My Mentoring Service Serve You?

 

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I. APPETIZER: DON’T BELIEVE WHAT YOU READ! OUR FIELD PAYS BETTER!          

Chat Room Exchange Tackles Pervasive Myth of “Standard” Writers Rates! 

 

Recently, I had an email exchange with a few FLCWs on the ewellfedwriter chat group (http://www.wellfedwriter.com/chat.shtml). Someone had posed a question about rates, and someone responded thusly (excerpted): “Here’s what I’ve seen experientially: junior copywriters can start out at anywhere from $20 to $28 per hour (will vary by region); mid-level copywriters often charge from $29 to $50 an hour, and senior copywriters often charge from $55 to $150 an hour.”

 

Well, the upper end of her senior range was correct, but I took major issue with the rest. What I wrote is below. There are clients at all fee thresholds and we need to find the ones who are willing to pay higher rates (assuming we’re good enough to warrant them):

 

“While I don't dispute such rates exist out there, I've never come across a $20 rate as the norm in OUR field for those starting out. There's not a reason on earth why even a novice (but reasonably talented) writer in a reasonably major market shouldn’t be working for at least $50 an hour. Charge less than that, and, in my experience, the kinds of clients you WANT to get will truly wonder if you’re any good. No kidding. Remember, I started out, in 1994, with no writing experience, background, or track record, and a pretty pathetic portfolio, and hit the streets at $50 an hour. Some of the low rates I see out there are the result of an insidious poverty mindset that inflicts so many writers.

 

“Can you find plenty of junior and mid-level copywriters making the rates you quote? I have no doubt. Can you find plenty of clients who’ll confirm that those rates are about right for those two groups? No question. Does that mean that's all a copywriter can realistically hope to earn at those levels? Absolutely not. ALL it tells me is that there are bunches of copywriters content to make those rates, and plenty of clients unwilling to pay any more. While there are plenty of clients who think $50 an hour is too much to pay an experienced copywriter, there are also plenty who won’t bat an eyelash at $110-125 an hour. And I'm working for a bunch of them.

 

“Sure, when starting out, maybe you work for those only willing to pay less, in order to make a few bucks, learn the ropes, and build your book. Fine. But, at some point, you’ll outgrow those clients and need to move on, to make room for those willing to pay more. And I promise, they're out there.   

 

“What’s sad is that there are no doubt tons of talented writers out there making those $25-45 hourly rates, for NO other reason than that's what some guide told them they can expect to make at their experience level, and because they're working for clients who pay no more than that. Meanwhile, other writers who never got that memo (like me when I started out, and perhaps those who read my books), and don't realize that they shouldn't be able to command higher rates, are doing just that. And all because they just looked in different places, believed different people, and found those willing to pay more.” Doesn’t the sound of more money make you hungry? Let’s eat!

 

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II. CRISP “FIELD” GREENS: ARE ENGLISH TEACHERS ALWAYS RIGHT? 

Rochester, NY FLCW Makes a “WHO-Mungous” Error – Or Does She?

 

Got this lesson about grammatically correct copy (and how important it is, or isn’t) from Rochester, NY FLCW Joy Underhill (joy@wordsbyjoy.com, www.wordsbyjoy.com). We absolutely have to make sure our copy is clean when we send it off to our clients, but all you sticklers out there – relax!  

 

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Hi Peter: I recently edited a two-page flier for a client, providing him with three headline choices and lightly edited copy to accompany them. After he printed up 200 copies, he showed the flier to a friend who was alarmed to find a grammatical error in the headline copy. She commented to my client that she nearly stopped reading there because she lost complete faith in his credibility! What was this egregious linguistic faux-pas? “Who do you call…?” Yes, I have to admit, it should have been “Whom do you call…?”

 

It brought up the old copywriting dilemma: Do we write like (as) people speak, or adhere to formal, grammatically-correct copy at all times? I was stumped. Dismayed that my client was so upset (fragment). Embarrassed that I had goofed (another fragment). I owned up to the error, stewed for a bit, and then emailed another copywriter I greatly admire to ask what she thought.

 

She assured me that this type of thing happens all the time, especially with small clients and new businesses that don’t understand the intent of good copy. She also warned me of the danger of showing copy to a “friend” who was not a communicator but did hold sway. I wrote back to my client, explaining that unless his audience was entirely academic (which they weren’t) or nit-pickers, no one would blink at that error. In fact, I speculated that more people would do a double-take on the word “whom!” Some other acceptable, but grammatically incorrect copy: “Who ya gonna call? Ghost Busters!” “Winston tastes good like a cigarette should.”

 

I explained that the goal of copy is first to communicate and then to inspire action. If it passes this test, it’s OK. My client said he was OK with it. He’d referred me to another client (his wife!), and she was OK with it too. As near as I can tell, damage control worked. Lesson learned? Be careful, but not too careful, with your copy! And above all, keep building those client relationships.

 

PB: Got this update from Joy: “You recently included a long story from a friend of mine: Marci Diehl (in the 12/06 EPUB: http://www.wellfedwriter.com/ezine/dec2006.html). For YEARS she has been encouraging me and others to stand up for better rates. Well, I took her advice last month and landed a plum job I didn’t expect to get with a small client who had always written their own copy. Thanks, Peter and Marci!”

 

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III. MAIN COURSE: CHAMBER BUILDS CONFIDENCE, RATES, “BOOK” (Part 2 of 2)

New Small-Town FLCW/At-Home Mom Turns Can-Do Attitude Into $ and Self-Respect

 

Last month, we ran Part 1 of a great “coming-of-age” story from new Kingsland, GA FLCW Terri Keller (terri@terrikeller.com, www.terrikeller.com). Check out Part 1 at http://www.wellfedwriter.com/ezine/jan2007.html. You’ll get a kick (pun intended) out of the billboard campaign she came up with. And you newbies, take note in Part 1 of how her small-town client initially had a better sense of her value than she did.

 

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When a non-profit client I landed through my Chamber volunteering hired me to do their combo company history/annual report in booklet form, I was worried about whether or not I had the talent to do this. But I’d just read this in TWFW: BACK FOR SECONDS: “If a client hires you, it’s because he or she has talked to you, seen your work and decided you’re capable of doing the job.” Not to mention that the local paper had run three of my articles simultaneously on their dedicated Chamber of Commerce page. Maybe, just maybe, I thought, they might not want to sully their reputation by putting something terrible in their publication! So I’m getting a little more confidence as time goes along. (I’ve also done the October newsletter for the Chamber, so that helped).

 

Well, the history booklet was a smashing success, and the company is using it now as a fundraiser. They have inquired as to how they may retain my services in perpetuity, so I’ll be investigating retainer fees/arrangements. Since I spend so much of my time taking care of the family, and my husband is the main breadwinner (for now!), I’ve decided to continue providing the local Chamber of Commerce with two email newsletters a month, articles and profiles for their newspaper page, and committee work for a state project for the next few months. During this time, I will continue to learn all I can about marketing myself. Next year, I anticipate being busy with paying jobs and will need to approach the Chamber about a different arrangement.

 

My advice to those wanting to break into the freelance commercial writer biz? Volunteer at the Chamber! You meet so many of the local business people, and that IS the point, after all, no?  People can only hire you when they know you exist and know you are a quality writer, and I’ve achieved both of those goals through helping out the Chamber. (AND I’ve met the nicest people you can imagine). Chris Daniel, the president of the Chamber, offered up a most generous compliment for my home page: "I just wanted to tell you we've gotten raving reviews about this past newsletter. You are so awesome and thank you for all you do for the Chamber. I can't tell you how much stress you have taken off of me by doing the newsletter. THANK YOU!!"

 

And speaking of the Chamber, here’s an update: I just got two billboards in our county! The Chamber wanted to do a “Shop Local” campaign, and I suggested ‘Keep It In Camden,’ or ‘KIIC,’ with a woman kicking up her heels. Now, there are “KIIC” logos everywhere! Check them out: http://www.terrikeller.com/campaignsloganlogocpt.html.

 

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IV. DESSERT: Sweet Success Stories and Tips

TIP: FL FLCW Shows Part-Timers How to Juggle FT Job and Biz-Building  

MI FLCW Arranges Speaking Invitations That Generate Writing Assignments!

 

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Building the biz part-time while working full time? Well, check out this great tip from North Florida FLCW Donna Kaluzniak (Donna@CopywritingSolutionsServices.com, www.CopywritingSolutionsServices.com) about using the popular networking organization, BNI (Business Network International; www.bni.com) as a tool for part-time business start-ups. I discussed BNI in TWFW: BACK FOR SECONDS (p. 163) and featured it in the EPUB a few years back, but Donna’s story offers a different cut on the idea. The cool thing about BNI is that any given chapter features only ONE of any particular practitioner, so you’ve got a captive audience for your service. Of course, networking groups can be a mixed bag. Different chapters of the same entity can yield different results. But it’s worth a shot, whether working the biz full- or part-time.

 

Peter, I started my copywriting business on a part-time basis this year, after being inspired by your books. But, trying to market myself after working my more-than-full-time job as a utility director was difficult to say the least. I ended up joining Business Network International (www.bni.com), where all the members work to refer each other to clients. We meet at lunch once a week, which fits my schedule. And the majority of my clients have come from this group. So far, I've done work for an insurance company, lawyer, construction company, financial planner and written a training manual for an indoor cycle instructor! (PB: Just got this update from Donna: “I just finished doing web page copy for another BNI referred client!”)

 

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Got this cool note from Birmingham, MI FLCW Alan Stamm; astamm@comcast.net), about parlaying a limited project into a steady flow of higher-paying assignments. Read and heed. Alan’s doing the business right. 

 

Peter: While working on a restaurant group’s web content and employee manual, its president spoke passionately about his philosophy of customer service, joking that in his next career he’d be a motivational speaker. Because he’d already given me, his regular writer (and ex-news editor), a standing order to suggest promotional opportunities for raising his company’s profile, I suggested he tell local business audiences how he trains and motivates employees to deliver high standards of service consistently. I got the green light and started contacting leaders of trade associations, business school administrators and conference organizers. Yes, cold calling on behalf of a client.

 

Fast-forward a month and I had moved from compiling a training guidebook and an ‘About Us’ web page to drafting a 5,000-word address my client delivered at a medical center’s monthly Leadership Academy meeting. My fee agreement covers the invitation-brokering services. A second appearance with a PowerPoint presentation is coming up at a Chamber of Commerce conference, he says.

 

By spotting an opportunity and offering the type of end-to-end solution you’ve stressed, I was able to grow this client from occasional piecework to a five-figure account that’s now among my largest. Clients want solutions to their challenges and will reward professionals who lead the way.

 

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V. COFFEE, MINTS AND TOOTHPICKS

- MISSED JANUARY’S TELECLASS? Full 38-PAGE e-Transcript – Just $10!

- TELECLASS: Creating White Papers That Generate Leads! (2/15/07 at 2:00 p.m. EST)

- NAWW (National Association of Women Writers) 2nd ANNUAL TELE-SUMMIT!

- BIGGER Banquet, EPUB Issues 1-39; Just $11.95!

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

- Well-Fed E-Pub Needs All Courses!

- How Can My Mentoring Service Serve You?

 

*****************************************

MISSED JANUARY’S TELECLASS? “Thriving as a Freelance Commercial Writer”

Score the full 38-PAGE e-transcript of EVERY word! Just $12 as an instant download! Details at www.wellfedwriter.com/jan07tstranscript.shtml.

 

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TELECLASS: CREATING WHITE PAPERS THAT GENERATE LEADS!

On February 15, 2007, at 2:00 p.m., EST, my friend and white paper guru, Mike Stelzner (who played host to yours truly in last month’s great teleseminar), delivers a teleclass on the how-to of writing effective white papers. If you’re looking to tap into this lucrative writing direction, Michael’s your guide. And for just $29. Details at http://www.whitepapersource.com/cmd.php?Clk=1775157

 

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NAWW (National Association of Women Writers) 2nd ANNUAL TELE-SUMMIT!

Tracks on writing, publishing, and marketing! Yours truly will be speaking on

self-publishing on 2/16. Details/registration at http://www.naww.net/PB.htm.

 

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BIGGER Banquet eBook, EPUB Issues 1-39; Just $11.95!

New to the EPUB? Don’t miss ONE issue. Regular subscriber, but fallen behind? Catch up fast! 228 pages of proven strategies, success stories, and tips from commercial writers around the world! http://www.wellfedwriter.com/thebiggerbanquet.shtml.

 

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AWAI COPYWRITING (& OTHER) COURSES: Register Here, Get 2 Extra Bonuses!

Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising, Health Market and more! TWO Bonus CDS: http://www.wellfedwriter.com/awai.shtml

 

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WELL-FED E-PUB Needs ALL COURSES!

“GREENS” (200-300 words), MAIN COURSES (400-500; query first), TIPS (150-200) and SUCCESS STORIES (200-300) to peter@wellfedwriter.com.

 

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HOW CAN MY MENTORING SERVICE SERVE YOU?

For details and testimonials, visit www.wellfedwriter.com/Mentoring.shtml.

 

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NEW Subscribe/Unsubscribe feature. To Subscribe (YAY!), Unsubscribe (boo!) and/or update your address for the E-PUB, visit: http://www.wellfedwriter.com/ezine.shtml.

 

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BIG THANKS!

THANKS again to Susan Cochran in Atlanta for her great editing/proofing prowess on the E-Pub. Need a good editor/proofreader? susan_cochran@mindspring.com, www.cochrancompany.com.