THE WELL-FED E-PUB - January 2009

Welcome to THE WELL-FED E-PUB!

Serving up food for thought and tasty tips for the prospering FLCW* writer. 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 8, ISSUE 1 – JANUARY 2009 – HAPPY NEW YEAR!

Publishing the first Tuesday of every month since May 2002

Read it Online at: http://www.wellfedwriter.com/ezine/dec2008.html

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“VIRTUAL” WHITE PAPER SUMMIT COMING IN FEBRUARY!

Looking to beef up your bottom line in 2009? White papers are growing in popularity and are one of the most lucrative writing niches out there. Check out the line-up of sessions and experts (I’m one of them!). Details in Coffee and www.whitepapersummit.com/pb.

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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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HAVE YOU VISITED THE BLOG LATELY? http://www.wellfedwriter.com/blog

Weigh in on, “Do You Quote By Hourly Rate or Flat Fee?”, “Job’s Done, But Client Can’t Pay. Now What?” and others! Join the fun!

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“The BODACIOUS Banquet” – Issues 1-52 of The EPUB! Just $10.95!

Details: Below and http://wellfedwriter.com/thebodabanq.shtml.

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MISSED MY TELECLASS? “Thriving as a Freelance Commercial Writer”

38-PAGE instant download just $12! www.wellfedwriter.com/jan07tstranscript.shtml.

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THIS MONTH’S MENU:

I. APPETIZER: SET YOUR SKILLS APART & WATCH INCOME RISE

Budding FLCW Ponders Whether to Take Less to Kick-Start Business

II. CRISP “FIELD” GREENS: AN ODE TO PERSISTENCE & PORTFOLIO

OH FLCW Never Gives Up, But Suggests Others Build Their “Book” Before Calling

III. MAIN COURSE: BRINGING “SCHOOL WORK” HOME (Part 1 of 2)

CT FLCW Serves Up How-To Detail for Working with Colleges and Universities

IV. DESSERT: Sweet Success Stories and Tips

Iowa FLCW Steers Clear of Recession, Is Busier Than Ever!

TIP: Web Tool Brings Offers No-Charge PDF-Making and PDF-Conversion Utilities

V. COFFEE, MINTS AND TOOTHPICKS

- WHITE PAPER SUMMIT – Coming in February!

- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

- NEW! The BODACIOUS Banquet – Issues 1-52 of the EPUB; Just $10.95

- MISSED MY TELECLASS? Full 38-PAGE e-Transcript – Just $12!

- 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: SET YOUR SKILLS APART & WATCH INCOME RISE

Budding FLCW Ponders Whether to Take Less to Kick-Start Business

Got an email recently from an experienced freelancer (mostly articles), but new to the commercial writing field, and with few business-type samples. She wrote:

“Someone I networked with gave me a lead. I followed up and boss-man offered me work on a newsletter: two articles per issue, 800 to 1300 words each, ten hours max per issue. And $30 under my going rate. Do you agree that sucks eggs? Do I counter? Do I walk away? I don’t want to bite the hand of my referral.”

NOTE: While it’s always good to keep “referrers” happy so they’ll keep those cards and phone numbers coming, never feel obligated to take a job if the numbers don’t work.

Here’s what I told her: It’s your call. There is no right or wrong answer here (my libertarian side coming out). If you want the work, then do it. And perhaps you make yourself feel better by saying, “This is $30 under my normal rates but I’ll take it because I’d like to get in the door AND show you I’m worth my going rates. And if you think my work is better than what you’ve been used to getting in the past, then maybe we can revisit the rate afterwards.”

If you’re indeed better than what they’re used to getting, maybe they’ll pay you more. And maybe they won’t. Fact is, straight articles are a “commoditized” project type – meaning there are zillions of writers who can write a decent article. As such, it’s a buyer’s market. It’s when you get good at project types NOT everyone can do, and hence, are competing with far fewer people, that you’ll start making more money. As long as you’re in a BIG pool of interchangeable skills, it’ll be tough to get your rate.

You may very well be more talented than most straight article writers. And that matters only if the client wants better quality than what he’s currently getting. If what he’s been getting is good enough for his purposes, then it doesn’t matter how much better it is. Sure, he’ll TAKE a higher-quality piece, but will he pay more for it? Debatable.

Her response: I’ve decided to take the offer. My portfolio will expand and my bank account will, well, not fall below $0. A win-win. Besides, if it doesn’t work out after the first job or two, I wave goodbye and set out for the Bigger and Better.

Some may disagree with my answer, and instead, urge her to stick to her guns, rate-wise, and that’s certainly a viable strategy. But getting started in our field with little to show DOES put you at a disadvantage. This subject sounds like great blog fodder. Look for something on the subject soon at www.wellfedwriter.com/blog. Let’s eat!

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II. CRISP “FIELD” GREENS: AN ODE TO PERSISTENCE & PORTFOLIO

OH FLCW Never Gives Up, But Suggests Others Build Their “Book” Before Calling

While I’ve built my whole Well-Fed sideline around the idea that there’s a ton of opportunity to get paid handsomely writing for companies, I try to convey to people that it’s no cakewalk. Yes, compared to most “freelance writing,” it’s a dream in terms of potential income and ramp-up time to healthy profitability, but it still takes hard work.

Speaking of which, got this real-world account of eventual success from Dayton, OH FLCW Jesse Reeves (jesse@ReevesWriting.com, www.ReevesWriting.com). While many others would have thrown in the towel, Jesse hung in there and made it work. AND he offers a specific suggestion he’s convinced would’ve sped up the process. And check out the update at the end. His success is obviously no flash in the pan. Love that.

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Hi Peter: I’m doing pretty well these days, but I made 1,600 cold calls before I landed my first gig. And here I had a journalism degree and years as a newspaper reporter and couldn’t get hired. Eventually, I got a couple jobs and things started happening. I’d get replies to emails I’d sent months earlier. I latched onto two graphic design firms who kicked me regular work – some for Fortune 500 firms. My portfolio shaped up, and I looked like I belonged. I now have several projects going at once and repeat clients.

If I had it to do over again, I would’ve made as many “mock pieces” as possible for my online portfolio – twenty or thirty. I define “mock pieces” as those created for people who don’t really need or want them, but rather, family friends who own businesses and are willing to give an up-and-comer a break. But no money changes hands.

For instance, one of my best friend’s dad owned a print shop, and I asked if I could do a brochure to put on my online portfolio, but I wouldn’t be paid. When I first started calling, I only had six samples. Not nearly enough. Now, with my online portfolio, I have the “scroll factor” – i.e., having to scroll down the screen to see what all I’ve done (translation: prospects say “this guy’s busy, people are hiring him.”).

You have to start with something, but I now know that 25+ mock pieces in the beginning would’ve made a big difference. Hit up all the small business owners you know to make as many writing examples as you can. The unpaid time I could’ve spent on this would’ve been far more valuable than the time I wasted prospecting in vain.

A long, hard slog, but worth it in the end. I no longer fret over money, sleep until 10 a.m., (albeit I work until 3 a.m.), don’t spend a dime on gas towards a commute, delve into interesting and rewarding projects and truly love my job. It’s the life.

12/29/08 update from Jesse: Just letting you know that things are still going super well on my end. Financially, I'm now way up and can survive some lean times, even though I'm busier than ever (even with the global economy crashing and burning).

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III. MAIN COURSE: BRINGING “SCHOOL WORK” HOME (Part 1 of 2)

CT FLCW Serves Up How-To Detail for Working with Colleges and Universities

Got this solid two-parter from Middletown, CT FLCW (and Kettle-Bell instructor; look it up) Adam Farrah (web site pending) about landing writing work in Academia. This arena can be a mixed bag, but if you go in with the right expectations and preparation, it can be worth it – especially for those in smaller markets, where there may be far fewer large corporate entities. In this first part, Adam will share the kinds of projects he’s done for this market segment and where a FLCW can make a difference. Next month, he’ll offer up the pitfalls and precautions of working in this arena. Enjoy.

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University work was quite lucrative for me in my first year as a FLCW. While cracking these organizations can be a bit difficult (my main university client came through the help of a former professor) once you’re inside there’s a lot of work to be done, and the right institution can provide a nearly unlimited flow of work for a good writer.

Most of these institutions are understaffed and the employees overworked. There’s also a considerable amount of “bureaucratic inertia.” A good copywriter who can come in and get the work done and operate more or less outside the bureaucratic structure is quite valuable and can make a significant impact. What kinds of writing do universities need?

HERE’S SOME PROJECTS I’VE COMPLETED:

Copy for program-specific websites; graduate program brochures; conference brochures; ghostwritten blog posts; press releases for new programs and conferences; sales letters to accompany program brochures; promotional postcards, mailers, and emails; and more.

I have yet to get involved in the writing of the main course catalogs and general school promotional pieces, but I’m sure that type of work is a viable possibility for a good writer as well. What are some of the problems faced by universities and educational institutions and the places where a good commercial freelancer can really help and add value?

CREATING HIGH-IMPACT MARKETING PIECES: Most university faculty and staff don’t know how to write good, effective marketing copy (even the marketing faculty, ironically). Most program descriptions and sales pieces produced in-house are wordy and academic sounding, lacking a good marketing and selling tone.

PROVIDING GOOD COPY QUICKLY & AT A FAIR PRICE: Some colleges get hooked by larger agencies. I heard some stories about a big agency charging exorbitant rates to produce mediocre marketing pieces for a university client. The former client told me that the copy itself was very “fluffy and creative.”

There’s a fine line you have to walk with a university client. The copy needs to sell, but it also needs to be solid and appeal to an academic audience. I think of it as marketing-driven, yet serious and credible at the same time. If you can provide this type of work on time and at a fair price, you stand a good chance of landing a good client for a long time.

I actually had the opportunity to see a large agency pitched a campaign to a university client. It had a six-figure price tag and was completely inappropriate to the school and its brand. It immediately made me think of a project from a freshman marketing class – over-the-top creative and cutesy – and totally unsuited to a graduate business school. The agency didn’t get the business.

MANAGING PROJECTS AND KEEPING THINGS ON TRACK: Sometimes overwork and bureaucracy can really slow projects down in colleges and universities. If a writer can add an element of organization and structure to a project and keep everything on track, that can really provide an added value and make an impact.

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IV. DESSERT: Sweet Success Stories and Tips

Iowa FLCW Steers Clear of Recession, Is Busier Than Ever!

TIP: Web Tool Brings Offers No-Charge PDF-Making and PDF-Conversion Utilities

In these dicey economic times, it’s great to get notes like the one below from Sioux City, IA FLCW Mary Guinane McNamara (www.twacopywriting.com). In last month’s E-PUB (http://wellfedwriter.com/ezine/dec2008.html), Mary offered up her know-how on creating a great fundraising letter. Now she shares good news of a full (work) plate. Following that is a great tool offering three no-charge PDF-related services. Enjoy.

Peter: Add me to your list of freelancers who are benefiting from the economic issues. I’ve had to struggle to take a full weekend off since mid-August! Think I managed one, but this has definitely been the busiest fall ever and will be my best overall year to date. I talked with one client today who’s actually increasing their mailings this year – yay! Today, the best part of freelancing is the security. I’ve watched numerous friends lose jobs in company layoffs – one day employed, the next, gone. Even if one client doesn’t like my work, I’ve got more and there are plenty more out there. Job security in my book is better defined as having a great skill, like copywriting, than actually having a job.

PB: Can I get an amen?

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TIP: Web Tool Brings Offers No-Charge PDF-Making and PDF-Conversion Utilities

Check out www.pdfonline.com, which, in addition to paid services, offers three no-charge utilities. Convert Word docs to PDF’s, PDF’s to Word docs, and web sites to PDF’s. Other no-charge PDF tools? www.cutepdf.com and www.primopdf.com.

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V. COFFEE, MINTS AND TOOTHPICKS

- WHITE PAPER SUMMIT – Coming in February!

- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

- The BODACIOUS Banquet – Issues 1-52 of the EPUB; Just $10.95

- MISSED MY TELECLASS? Full 38-PAGE e-Transcript – Just $12!

- 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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WHITE PAPER SUMMIT – Coming in February!

White papers are fast becoming a key tool for companies looking to “softly” market to and educate their target audience. AND a wonderful way for copywriters to seriously boost their income. White paper guru Michael Stelzner – who earns $7500 for a six- to ten-page white paper and does four monthly! – is producing another Summit (99% of attendees of the October Copywriting Success Summit 2008 said they’d attend again).

This is a “virtual” event – you never have to leave your home to catch every session. And yes, while I’ll be one of the presenters, the faculty line-up boasts some big names in the white paper arena. Check out all the details at www.whitepapersummit.com/pb.

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The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

We’re getting anywhere from 15+ to 50+ comments on each subject! Come join the fun!

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The BODACIOUS Banquet – ISSUES 1-52 of the EPUB; Just $10.95!!

Every strategy, technique, tip, and success story from 5/02 to 8/06 in one KILLER easy-to-use 280-page ebook resource! http://wellfedwriter.com/thebodabanq.shtml.

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MISSED MY TELECLASS? “Thriving as a Freelance Commercial Writer”

38-PAGE e-Transcript! $12: www.wellfedwriter.com/jan07tstranscript.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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