Welcome to THE WELL-FED E-PUB!
Serving upfood for thought and tasty tips for the prospering FLCW*. Come on in, sitanywhere and bring your appetite!
*FLCW,peppered throughout the ezine, stands for "Freelance CommercialWriter" – the designation for anyone who freelances for businesses(as opposed to writing magazine articles, short stories, poetry, etc.), andtypically earns $50-125+ an hour.
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VOLUME 9,ISSUE 2 – FEBRUARY 2010 – HAPPY GROUNDHOG DAY!
Publishingthe first Tuesday of every month since May 2002
Read itOnline at: http://www.wellfedwriter.com/ezine/feb2010.html
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"THEWELL-FED WRITER," 2009 EDITION – NOW AVAILABLE!
FR.EEe-Bonus & U.S. Shipping.
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GROUPCOACHING FEBRUARY PROGRAM! TWO SLOTS LEFT!
Nextsession starts February 10, 2010 (and filling fast, so donÕt wait!) Details:
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I NEED YOURGREAT STORIES FOR THE EPUB! I'm seriously low on ALL courses and would love toget your success stories, strategies, tips and features. See"Coffee."
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ONE SALESLETTER, 77 RECIPIENTS, $80K IN NEW COPYWRITING BUSINESS??
All thedetails: http://savagemarketing.com/64000/cmd.php?af=761186
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Check outThe WELL-FED WRITER BLOG! http://www.wellfedwriter.com/blog
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THISMONTH'S MENU:
I.APPETIZER: CONFUSING COPY, CLUELESS REPLY
Yet OneMore Example Underscores Truth: ÒThereÕs So Much Work (to Do).Ó
II."FIELD" GREENS: CLIENTS SWAPPING PRICEY AGENCIES FOR FLCWÕS
IA FLCWÕsClient Drops Ad Agency, Gives Her More Work, AND Saves Money!
III.MAIN ÒMEATÓ COURSE: CREATING CONNECTIONS OVER COFFEE!
AussieSales Pro: Sharing Coffee with Clients Breaks Down Barriers, Builds Rapport!
IV.DESSERT: Sweet Success Stories and Tips
NZ FLCWSets Calling Fears Aside, Is Pleasantly Surprised at How Nice People Are!
TIP: IAFLCW Says Odd Email Address Prompts Conversations from Prospects!
V. COFFEE,MINTS AND TOOTHPICKS
- THE WELL-FEDE-PUB NEEDS ALL COURSES!
- GROUPCOACHING! Now Filling Final Slots for February Program: 2 Left!
- TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
- MISSED MYTELECLASS? Full 38-PAGE e-Transcript – Just $12!
- AWAICopywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)
- How CanMy Mentoring Service Serve You?
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I. APPETIZER:CONFUSING COPY, CLUELESS REPLY
Yet OneMore Example Underscores Truth of ÒThereÕs So Much Work (to Do).Ó
Like I keepsaying, writing is everywhere (in case you wonder who might use people likeus). ThereÕs no business out there that doesnÕt need to generate a lot ofwriting. Which means, by definition, and fortunately for us, bad writing iseverywhere as well (when those clients use bad writers or unskilled internalfolk). Of course, unfortunately for us, some potential prospects just donÕt getit – donÕt perceive thereÕs a need.
So, whileexamples like the following one donÕt necessarily lead to fertile opportunitiesto get hired (though if I dug further, who knows what IÕd find?), itunderscores the depth of the ongoing need for what we offer. AND provides somereliable entertainment.
So, a fewweeks back, IÕm checking out the details and ticket prices of an upcomingconcert on the venueÕs web site. Under pricing, hereÕs how it reads:
Tickets:Children $20, $30, $40 Subscriptions: Children $20, $24, $32
Huh? I lookfor a general customer service email address to ask someone what in the worldTHAT means, and there is none (and for the record, this is a big, prominentevent venue attached to a major university). IÕm reduced to emailing one of theindividuals listed as one of the managers. And as itÕs a weekend, notsurprisingly, I didnÕt hear back until Monday. Impressive.
So inresponse to my bringing the confusing copy to their attention, I receive anemail back explaining that $20 is for children, and $30 and $40 are adultprices for different parts of the theater (and the other prices are if youÕdbought a five-event series (of course, no info on how to do that linked fromthere).
Got it.But, apparently, SHE didnÕt, as evidenced by here final comment: ÒSorry youfound it so complicated.Ó Sort of a nice way of saying, ÒSorry you couldnÕtgrasp what should have been blindingly obvious to anyone with an IQ over 50.Ó Iwrote back:
ÒWith alldue respect, the wording WAS confusing, and confused prospects donÕt buy (IhadnÕt). I promise it wouldn't just be me who found it complicated. Justbecause people don't email you in droves pointing out something confusingdoesn't mean it isn't). Just a suggestion to make it crystal clear:
Tickets: $30,$40 (Children $20) Subscriptions: $24, $32 (Children $20)
Never heardback. And just to confirm I wasnÕt a dim bulb, I emailed the exchange to a goodfriend of mine whoÕs a copywriter, ex-journalist, ex-Marcom pro, instructor ofbusiness communications at a local college, and someone with a phenomenal sensefor what good communication looks/sounds like. Her reply: ÒSheÕs an idiot!YouÕre SO correct. I might have to use that example in my businesscommunications class!Ó
Incidentally,my friend regularly emails us (names removed, of course), emails from some ofher students, who are so utterly clueless about proper communication (at leasttheyÕre in the right class!) as to take oneÕs breath away. And many of thesewill 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 FLCWÕsClient Drops Ad Agency, Gives Her More Work, AND Saves Money!
Got thisgreat piece from Iowa FLCW Darcy Maulsby (yettergirl@yahoo.com,
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Hi Peter:In a recent post on The Well-Fed Writer Blog (check out 12/27/09 post at
For severalyears, IÕve written a quarterly newsletter for one of IowaÕs leading retirementcommunities, which relies on an agency to handle its other marketing work.During a meeting in late 2009, the marketing director at the retirementcommunity asked if I would be interested in helping them with theorganizationÕs advertising. As she explained, ÒWeÕre not a Fortune 500 companyand donÕt have unlimited marketing budgets, so weÕre trimming costs by movingaway from our agency.Ó
I jumped atthe chance. Now IÕm assisting this client not only with the newsletter, butalso monthly ads, sales brochures, newspaper columns, the annual report,photography and more. Everyone wins, because the client gets the work done at amore affordable price, and I get more projects, while earning my full rate.
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III.MAIN ÒMEATÓ COURSE: CREATING CONNECTIONS OVER COFFEE!
AussieSales Pro: Sharing Coffee with Clients Breaks Down Barriers, Builds Rapport!
Got thisgreat 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 dobusiness with those theyÕve connected with. And as Tessa points out, coffeeshops are a great place to do that. While her advice is geared to straightsalespeople, what we do as freelance copywriters is close enough to make theadvice just as sound.
By the way,Tessa teaches small business owners and recovering salespeople simple steps toturn conversations into clients without being sales-y or pushy. Her FREEmonthly Sales Conversation newsletter is full of tips on how to sell yourservices by just being yourself. Sign up now at
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COFFEE-SHOPSELLING
ImagineyouÕre a senior exec in a company with many reporting to you. From the momentyou walk into the office, you automatically act and talk your role. You havelots of responsibilities and you take them seriously. When people meet you inthe office, you play that role, as thatÕs what people expect. Your days arefull, rushing here and there.
Now supposethat in the middle of your hectic day, youÕre invited out for coffee with afriend, where you know you can relax for a moment and just be yourself. Howwonderful 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 telecommunicationscompany. I needed to meet with many people to put all the pieces of the salesÒpuzzleÓ together. Scheduling meetings was always difficult as they had fewmeeting rooms.
As a matterof necessity, I started inviting people out for a coffee meeting. As we steppedout of the office environment and into the coffee shop, a curious thinghappened. More often than not, the person I was having coffee with left theirrole behind and I had coffee with just the person behind the role.
WeÕd spendthe first few minutes just enjoying the shop environment and discussing what wewere up to personally. TheyÕd begin to unwind, relax, and start to just bethemselves. When we got down to business, IÕd tell them how much IÕd appreciateany help, insights or tips they could give me to do my job better. It was likea 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 theconversation, and that we must do it again soon. They obviously enjoyed theexperience 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 wereconstantly amazed at the ease with which I got meetings, and with just aboutanyone.
By the way,I made that large sale, and I attribute it to these coffee-shop meetings. Sowhat are the lessons that I learned from Òcoffee-shop sellingÓ?
1) Meetpeople in their office, and theyÕll more than likely act the role they play inthat environment. Get them out that office and into a coffee-shop setting, andtheyÕll be far more likely to just relax and be themselves.
2) Ifpeople feel relaxed in your company, they will open up to you.
3) If youmake it enjoyable to meet with you, people will meet with you.
4) If youshow that you appreciate someoneÕs help, they will help you.
So, whenyou can – and, no, itÕs not always possible – invite your prospectout for a coffee and make it an enjoyable experience for both of you. YouÕll beamazed at how theyÕll go out of their way to get out for that coffee –and help you in the process.
©TessaStowe, Sales Conversation, 2010
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IV.DESSERT: Sweet Success Stories and Tips
NZ FLCWSets Calling Fears Aside, Is Pleasantly Surprised at How Nice People Are!
TIP: IAFLCW Says Odd Email Address Prompts Conversations from Prospects!
Got thisencouraging piece about cold-calling from Aussie (though now living in NewZealand) FLCW Mark Schneider (
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Peter:Having recently emigrated from Western Australia to Dunedin in the beautifulSouth Island of New Zealand, IÕve had to re-start my copywriting businessagain, 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 (
My coldcalling around DunedinÕs graphic designers and web designers has been anencouraging reminder of just how rarely people actually say Òno.Ó NewZealanders are an open and friendly bunch and most are happy for a chat overthe phone and interested in what you have to offer.
Even thosewho already have a regular copywriter have been happy to take my emailedmarketing package and many have emailed me back telling me how impressed theyare with my work and my professional approach.
The trickis to develop a formula and stick to it. In my case thatÕs a phone script thatI hardly deviate from, followed by an emailed package consisting of anintroductory letter, some examples of my work in PDF format, a resume and acopy of my client newsletter. I follow that up with a flier in the mail. Easy!
The otherkey to success is to smile when youÕre talking over the phone. Sounds weird, Iknow, but somehow your enthusiasm and sunny disposition just shines through onthe other end of the line, making you a pleasure to talk to.
And youknow what? The more you do it, the easier it gets! So my advice for anyonestarting off in this business is to put your fears aside and just do it –youÕll be pleasantly surprised, honest!
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During arecent email chat with Iowa FLCW Darcy Maulsby (
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 paidoff.
YouwouldnÕt believe how many people ask what ÒyettergirlÓ means. IÕve had guessesranging from a ÒNew York-Jewish thingÓ to Òare you Amish?Ó (What????) ItÕs agreat conversation-starter, and people remember the email address because itÕsso unusual.
In caseyouÕre wondering, Yetter refers to the little town of Yetter, Iowa, (population49) where we haul the grain from our farm. My agricultural clients like thisstory, 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-mailaddress is getting it done!
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V. COFFEE,MINTS AND TOOTHPICKS
- THEWELL-FED E-PUB NEEDS ALL COURSES!
- GROUPCOACHING! Now Filling Final Slots for February Program!
- TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
- MISSED MYTELECLASS? Full 38-PAGE e-Transcript – Just $12!
- AWAICopywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)
- How CanMy Mentoring Service Serve You?
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I'MSERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
Got a greatstrategy, approach or specific expertise you're willing to share? Turn it intoa Feature (MAIN COURSE) for the EPUB (400-500 words; query first). ALSO, sendyour "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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GROUPCOACHING! NOW FILLING FINAL SLOTS FOR FEBRUARY PROGRAM!
In thestart-up stage of your commercial freelancing business? Looking for someguidance, confidence and camaraderie? Check out Group Coaching! Series #3begins on February 10, 2010 and IÕve filled 10 of 12 slots already, so donÕtwait. For full details and to register, visit:
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TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
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MISSED MYTELECLASS? "Thriving as a Freelance Commercial Writer"
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AWAICOPYWRITING (& OTHER) COURSES: Register Here, Get 2 Extra Bonuses!
Six-FigureCopywriting, Graphic Design, Internet Writing, Fundraising, Health Market andmore! TWO Bonus CDS: http://www.wellfedwriter.com/awai.shtml.
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HOW CAN MYMENTORING SERVICE SERVE YOU?
For detailsand testimonials, visit
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