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 2 – FEBRUARY 2010 – HAPPY GROUNDHOG DAY!
Publishing
the first Tuesday of every month since May 2002
Read it
Online at: http://www.wellfedwriter.com/ezine/feb2010.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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Next
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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
The WELL-FED WRITER BLOG! http://www.wellfedwriter.com/blog
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THIS
MONTH'S MENU:
I.
APPETIZER: CONFUSING COPY, CLUELESS
REPLY
Yet One
More Example Underscores Truth: ÒThereÕs So Much Work (to Do).Ó
II.
"FIELD" GREENS: CLIENTS SWAPPING PRICEY AGENCIES FOR FLCWÕS
IA FLCWÕs
Client Drops Ad Agency, Gives Her More Work, AND Saves Money!
III.
MAIN ÒMEATÓ COURSE: CREATING CONNECTIONS OVER COFFEE!
Aussie
Sales Pro: Sharing Coffee with Clients Breaks Down Barriers, Builds Rapport!
IV.
DESSERT: Sweet Success Stories and Tips
NZ FLCW
Sets Calling Fears Aside, Is Pleasantly Surprised at How Nice People Are!
TIP: IA
FLCW Says Odd Email Address Prompts Conversations from Prospects!
V. COFFEE,
MINTS AND TOOTHPICKS
- THE WELL-FED
E-PUB NEEDS ALL COURSES!
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I. APPETIZER:
CONFUSING COPY, CLUELESS REPLY
Yet One
More Example Underscores Truth of ÒThereÕs So Much Work (to Do).Ó
Like I keep
saying, writing is everywhere (in case you wonder who might use people like
us). ThereÕs no business out there that doesnÕt need to generate a lot of
writing. Which means, by definition, and fortunately for us, bad writing is
everywhere as well (when those clients use bad writers or unskilled internal
folk). Of course, unfortunately for us, some potential prospects just donÕt get
it – donÕt perceive thereÕs a need.
So, while
examples like the following one donÕt necessarily lead to fertile opportunities
to get hired (though if I dug further, who knows what IÕd find?), it
underscores the depth of the ongoing need for what we offer. AND provides some
reliable entertainment.
So, a few
weeks back, IÕm checking out the details and ticket prices of an upcoming
concert on the venueÕs web site. Under pricing, hereÕs how it reads:
Tickets:
Children $20, $30, $40 Subscriptions: Children $20, $24, $32
Huh? I look
for a general customer service email address to ask someone what in the world
THAT means, and there is none (and for the record, this is a big, prominent
event venue attached to a major university). IÕm reduced to emailing one of the
individuals listed as one of the managers. And as itÕs a weekend, not
surprisingly, I didnÕt hear back until Monday. Impressive.
So in
response to my bringing the confusing copy to their attention, I receive an
email back explaining that $20 is for children, and $30 and $40 are adult
prices for different parts of the theater (and the other prices are if youÕd
bought a five-event series (of course, no info on how to do that linked from
there).
Got it.
But, apparently, SHE didnÕt, as evidenced by here final comment: ÒSorry you
found it so complicated.Ó Sort of a nice way of saying, ÒSorry you couldnÕt
grasp what should have been blindingly obvious to anyone with an IQ over 50.Ó I
wrote back:
ÒWith all
due respect, the wording WAS confusing, and confused prospects donÕt buy (I
hadnÕt). I promise it wouldn't just be me who found it complicated. Just
because people don't email you in droves pointing out something confusing
doesn't mean it isn't). Just a suggestion to make it crystal clear:
Tickets: $30,
$40 (Children $20) Subscriptions: $24, $32 (Children $20)
Never heard
back. And just to confirm I wasnÕt a dim bulb, I emailed the exchange to a good
friend of mine whoÕs a copywriter, ex-journalist, ex-Marcom pro, instructor of
business communications at a local college, and someone with a phenomenal sense
for what good communication looks/sounds like. Her reply: ÒSheÕs an idiot!
YouÕre SO correct. I might have to use that example in my business
communications class!Ó
Incidentally,
my friend regularly emails us (names removed, of course), emails from some of
her students, who are so utterly clueless about proper communication (at least
theyÕre in the right class!) as to take oneÕs breath away. And many of these
will be the communications people weÕll likely be dealing with in a few years.
The future for us is bright indeed. On that happy note, letÕs eat!
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II.
"FIELD" GREENS: CLIENTS SWAPPING PRICEY AGENCIES FOR FLCWÕS
IA FLCWÕs
Client Drops Ad Agency, Gives Her More Work, AND Saves Money!
Got this
great piece from Iowa FLCW Darcy Maulsby (yettergirl@yahoo.com,
www.darcymaulsby.com; profiled on p. 312 of ÔThe Well-Fed
WriterÕ). DarcyÕs story here highlights an exceptionally positive trend for
commercial freelancers, thanks to the down economy: companies shedding pricey
agencies in favor of more economical freelancers. Remember, the economy may
taketh away, but it also giveth. Also, check out a cute story/tip of DarcyÕs
about her unusual email address in the Dessert section. Enjoy!
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Hi Peter:
In a recent post on The Well-Fed Writer Blog (check out 12/27/09 post at http://www.wellfedwriter.com/blog), you noted companies dropping
pricey agencies but still needing to get the work done – creating
opportunities for folks like me. So true.
For several
years, IÕve written a quarterly newsletter for one of IowaÕs leading retirement
communities, which relies on an agency to handle its other marketing work.
During a meeting in late 2009, the marketing director at the retirement
community asked if I would be interested in helping them with the
organizationÕs advertising. As she explained, ÒWeÕre not a Fortune 500 company
and donÕt have unlimited marketing budgets, so weÕre trimming costs by moving
away from our agency.Ó
I jumped at
the chance. Now IÕm assisting this client not only with the newsletter, but
also monthly ads, sales brochures, newspaper columns, the annual report,
photography and more. Everyone wins, because the client gets the work done at a
more affordable price, and I get more projects, while earning my full rate.
Peter, I totally agree with your
assessment that itÕs time to stop thinking of ourselves as freelance writers
and start promoting ourselves as problem-solvers. After all, the companies that
are surviving in this economy understand the value of good copywriting and are
willing to pay for it—because they know itÕs still a bargain.
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III.
MAIN ÒMEATÓ COURSE: CREATING CONNECTIONS OVER COFFEE!
Aussie
Sales Pro: Sharing Coffee with Clients Breaks Down Barriers, Builds Rapport!
Got this
great piece from Aussie sales pro Tessa Stowe. All clients are humans first,
crave good human connection as much as anyone, and like anyone, like to do
business with those theyÕve connected with. And as Tessa points out, coffee
shops are a great place to do that. While her advice is geared to straight
salespeople, what we do as freelance copywriters is close enough to make the
advice just as sound.
By the way,
Tessa teaches small business owners and recovering salespeople simple steps to
turn conversations into clients without being sales-y or pushy. Her FREE
monthly Sales Conversation newsletter is full of tips on how to sell your
services by just being yourself. Sign up now at www.salesconversation.com.
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COFFEE-SHOP
SELLING
Imagine
youÕre a senior exec in a company with many reporting to you. From the moment
you walk into the office, you automatically act and talk your role. You have
lots of responsibilities and you take them seriously. When people meet you in
the office, you play that role, as thatÕs what people expect. Your days are
full, rushing here and there.
Now suppose
that in the middle of your hectic day, youÕre invited out for coffee with a
friend, where you know you can relax for a moment and just be yourself. How
wonderful and re-energizing would that be in the middle of your busy day?
Years ago,
I was selling a multi-million dollar billing system to a telecommunications
company. I needed to meet with many people to put all the pieces of the sales
ÒpuzzleÓ together. Scheduling meetings was always difficult as they had few
meeting rooms.
As a matter
of necessity, I started inviting people out for a coffee meeting. As we stepped
out of the office environment and into the coffee shop, a curious thing
happened. More often than not, the person I was having coffee with left their
role behind and I had coffee with just the person behind the role.
WeÕd spend
the first few minutes just enjoying the shop environment and discussing what we
were up to personally. TheyÕd begin to unwind, relax, and start to just be
themselves. When we got down to business, IÕd tell them how much IÕd appreciate
any help, insights or tips they could give me to do my job better. It was like
a floodgate had opened up, and the information and help would flow.
At the end,
they always thanked me for the coffee, told me how much theyÕd enjoyed the
conversation, and that we must do it again soon. They obviously enjoyed the
experience AND getting out of the office. When I next rang them and said,
ÒLetÕs catch up over coffee,Ó theyÕd do their best to fit it in their schedule.
They wanted to get out of the office and go for a coffee. My colleagues were
constantly amazed at the ease with which I got meetings, and with just about
anyone.
By the way,
I made that large sale, and I attribute it to these coffee-shop meetings. So
what are the lessons that I learned from Òcoffee-shop sellingÓ?
1) Meet
people in their office, and theyÕll more than likely act the role they play in
that environment. Get them out that office and into a coffee-shop setting, and
theyÕll be far more likely to just relax and be themselves.
2) If
people feel relaxed in your company, they will open up to you.
3) If you
make it enjoyable to meet with you, people will meet with you.
4) If you
show that you appreciate someoneÕs help, they will help you.
So, when
you can – and, no, itÕs not always possible – invite your prospect
out for a coffee and make it an enjoyable experience for both of you. YouÕll be
amazed at how theyÕll go out of their way to get out for that coffee –
and help you in the process.
©Tessa
Stowe, Sales Conversation, 2010
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IV.
DESSERT: Sweet Success Stories and Tips
NZ FLCW
Sets Calling Fears Aside, Is Pleasantly Surprised at How Nice People Are!
TIP: IA
FLCW Says Odd Email Address Prompts Conversations from Prospects!
Got this
encouraging piece about cold-calling from Aussie (though now living in New
Zealand) FLCW Mark Schneider (mark@westernwriter.net, www.westernwriter.net). As MarkÕs account illustrates,
the reality rarely is as scary as the imagined. And while he credits New
Zealanders with being especially nice (no doubt true), my experience here in
the US of A is largely the same. And note his post-call follow-up process,
which puts him in front of those same people again and again. Enjoy!
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Peter:
Having recently emigrated from Western Australia to Dunedin in the beautiful
South Island of New Zealand, IÕve had to re-start my copywriting business
again, virtually from scratch. ÒScratchÓ in this case is a lot of cold calling,
which has caused me to reflect on this most feared marketing strategy,
especially the truth of Wendy MeyeroffÕs observation in last monthÕs E-PUB (http://www.wellfedwriter.com/ezine/jan2010.html) that Òall they can do is say no.Ó
My cold
calling around DunedinÕs graphic designers and web designers has been an
encouraging reminder of just how rarely people actually say Òno.Ó New
Zealanders are an open and friendly bunch and most are happy for a chat over
the phone and interested in what you have to offer.
Even those
who already have a regular copywriter have been happy to take my emailed
marketing package and many have emailed me back telling me how impressed they
are with my work and my professional approach.
The trick
is to develop a formula and stick to it. In my case thatÕs a phone script that
I hardly deviate from, followed by an emailed package consisting of an
introductory letter, some examples of my work in PDF format, a resume and a
copy of my client newsletter. I follow that up with a flier in the mail. Easy!
The other
key to success is to smile when youÕre talking over the phone. Sounds weird, I
know, but somehow your enthusiasm and sunny disposition just shines through on
the other end of the line, making you a pleasure to talk to.
And you
know what? The more you do it, the easier it gets! So my advice for anyone
starting off in this business is to put your fears aside and just do it –
youÕll be pleasantly surprised, honest!
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During a
recent email chat with Iowa FLCW Darcy Maulsby (yettergirl@yahoo.com, www.darcymaulsby.com; featured in the GREENS section of
this issue), I noticed in her email signature (like the email/URL combo above),
her email didnÕt match her web site. I suggested, in the interest of
professionalism, that she make the email consistent with the URL (i.e., darcy@darcymaulsby.com). HereÕs what she wrote,
underscoring the power of ÒdifferentÓ to attract attention and break the ice
with prospects:
Hi Peter:
IÕve debated this for years (yes, I do have the professional email address),
but the funny thing is, this is an area where breaking the rules has paid
off.
You
wouldnÕt believe how many people ask what ÒyettergirlÓ means. IÕve had guesses
ranging from a ÒNew York-Jewish thingÓ to Òare you Amish?Ó (What????) ItÕs a
great conversation-starter, and people remember the email address because itÕs
so unusual.
In case
youÕre wondering, Yetter refers to the little town of Yetter, Iowa, (population
49) where we haul the grain from our farm. My agricultural clients like this
story, since it has a farming tie, and my urban clients get a kick out of it,
too. IÕve always said IÕm going to put Yetter on the map, and I guess my e-mail
address is getting it done!
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V. COFFEE,
MINTS AND TOOTHPICKS
- THE
WELL-FED E-PUB NEEDS ALL COURSES!
- GROUP
COACHING! Now Filling Final Slots for February Program!
- 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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GROUP
COACHING! NOW FILLING FINAL SLOTS FOR FEBRUARY PROGRAM!
In the
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