THE WELL-FED E-PUB

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 5, ISSUE 7 – JULY 2006 – HAPPY INDEPENDENCE DAY! (OURS!)

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NEW RELEASE! “The BIGGER BANQUET” Ebook: Issues 1-39 of THE Well-Fed EPUB! Just $9.95!! Details: http://www.wellfedwriter.com/thebiggerbanquet.shtml

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“THE WELL-FED BOOK PROMOTER” Seminar: August 19 in Atlanta! Details: http://www.wellfedwriter.com/SeminarDates.shtml

And check out THE WELL-FED SELF-PUBLISHER “WORKING” WEB SITE: www.wellfedsp.com. NEW book will be out in July, but get a sneak peek now!

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WELL-FED TELESEMINAR CD BLOWOUT CONTINUES!! – ALL CDs $15!!

Details: http://www.wellfedwriter.com/teleseminar.shtml

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THIS MONTH’S MENU

I. WELCOME APPETIZER: THE POWER OF A WEB SITE (Part 2 of 2)

She Didn’t Want a Web Site, But Ten Days Later, Was SO Glad She Had One!

II. CRISP “FIELD” GREENS: GOING SOLO AND LOVING EVERY MINUTE OF IT!

FL FLCW Comes Far in a Year: Builds Bank Account, Reputation, and Self-Esteem!

III. MAIN COURSE: ARE YOU TARGETING THE RIGHT CLIENTS?

WA FLCW Pursues Those Who KNOW Your Value, and Make More $$!

IV. DESSERT: Sweet Success Stories and Tips

TIP: Istanbul, Turkey FLCW Shares Resource for Finding U.S. Firms Abroad

Denver FLCW Defines the “Best Copywriter,” “Best Copy,” and “Best Result”!

V. COFFEE, MINTS AND TOOTHPICKS

- The BIGGER Banquet Just Released! (EPUB Issues 1-39; JUST $9.95!!)

- The Well-Fed Book Promoter Seminar/The Well-Fed Self-Publisher – Coming Soon!

- Getting Ready To Launch Your Biz? Check Out AWAI’s “Making The Leap”!

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

- Well-Fed E-Pub Needs All Courses!

- Want Some Well-Fed Business Cards To Spread The Word?

- How Can My Mentoring Service Serve You?

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I. WELCOME APPETIZER: THE POWER OF A WEB SITE (Part 2 of 2)

She Didn’t Want a Web Site, But Ten Days Later, Was SO Glad She Had One!

Back in April, got an email from a young woman in San Francisco looking to get some mentoring. Kenya McCullum wrote: “Been doing this part time for a few years while juggling a crappy full-time job. I do have some clients, but not enough to go solo (my goal by next year).” In our first session, I discovered that she had all these samples from her past – and current – professional lives. Here was someone with a lot to offer but few people knew about it. Put together a website, I suggested (strongly). “I don’t want a web site,’ she declared. Why not? “Because they’re so trite and passé. Everyone has one!”

Ah, the rebel. But more importantly, like many people, she misunderstood the reason people like us would put one together. It’s NOT a vanity thing (like it is no-biz folks); it’s a “working smarter” thing. With one, she’d look more professional, feel better about marketing herself, her marketing would be infinitely easier (no more copying, assembling, and mailing of samples), and it’d be marketing her, 24/7, while she was off doing something else. “There’s no other way to build this business?” she asked. Not if she was serious about leaving the crappy job behind. She said she’d think about it.

Five days later, literally, I get this email: “TA-DA! www.km-com.com.” She still wasn’t happy that she had to do one, but to her credit, she took the coaching and did it. All by herself. I was blown away. But what blew HER away was what happened next. Some comments from the next few weeks: “It pains me greatly to say this, but you have a point with this web site business. I have been marketing like crazy and I have a handful of very good prospects and a bunch of possibly good prospects. I hear a lot of, ‘I looked at the samples on your site’ when I follow up with people.”

And this: “Just got more feedback. One said, ‘your website really nails it’ and another said, ‘I’ve also perused your website and am impressed with the range and quality of your work.’ The latter one went on to say she has some work coming up that she will consider me for.”

And finally: “I do admit I feel a whole lot better about things. And my goal of leaving my stupid job by the end of this year seems more feasible in light of the last few weeks. Aside from my desire to be a nonconformist (points for honesty), I really had no idea that a site would make a big difference, given that I have the experience and the clips.” And finally: “I just got the first piece of work from the site. A small editing job, but it’s a start. Guess I’ll have an apple martini with that crow.”

What a difference a few weeks and a web site make. I especially liked what she called this new campaign: “market as if my life depends on it.” Think about that. Sounds cliché but if you’re in a job you hate, the life you wish you were living IS passing you by, and by busting her hump to move toward that life she dreams of, she IS, in fact, marketing like her life depends on it, because it does. Enough philosophizing, let’s eat!

P.S. In the market for some coaching to take your biz to the next level? Check out my Mentoring link at http://www.wellfedwriter.com/mentoring.shtml, and be sure to poke through the testimonials while you’re there!

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II. CRISP “FIELD” GREENS: GOING SOLO AND LOVING EVERY MINUTE OF IT!

FL FLCW Comes Far in a Year: Builds Bank Account, Reputation, and Self-Esteem!

In July 2005, I got a note from Hollywood, FL FLCW Joyce Dierschke (jdierschke@hotmail.com), which is below. A year later, I emailed her and asked if she had an update. “Boy, do I have an update,” she wrote. Check it out.

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July 2005: Hi Peter! Thought I’d update you a bit on my progress as a Well Fed Writer.

For the past two years I’ve worked full time as a copywriter for a big real estate company. Last year, I earned a certificate in graphic design, launched my own side business offering both services, and joined my local chamber of commerce. My side business has been doing so well that I’m cutting my job back to part time, so I can concentrate on MY business. This is the best move I’ve ever made, and if it weren’t for your books and monthly encouragement, I might have chickened out. Really.

July 2006: Boy, have I got an update for you. My business has been steady all year, with new clients coming all the time. Many jobs are one-offs, many are repeat. One of my steady clients launched a business with web site franchises. Because he really loved my work, he not only invited me to write content and design promotional items for the new sites going up, he gave me a piece of the company – a percentage that will pay off down the line. AND he’s still my best client for paying work on his own site. I also have other steady graphic design work. I produce a 4-page monthly mailer for a client that gets distributed to about 5,000 homes throughout Miami. I've also done newspaper ads, community calendar ads, business cards, and post cards for her and others.

I'm still working part time for the real estate company, but my hourly wage went up and my hours went down. I'm making as much part time, as I previously was full-time! I think by going part time and starting my own business, my boss finally realized how valuable I am. Now he actually holds certain projects, "until Joyce gets in." And they know that if they need me on a day I'm not normally in the office, they can call me or I can come in for a few hours - all at my new hourly rate of course. In my 15 years working for big companies, I've never been in this position, and I have to say, it's pretty cool.

The decision to go freelance is the best one I've ever made. It’s opened up worlds to me that might have just passed me by if I'd stayed in my "comfort zone". It’s a lot of work, no question, but I do it on my schedule and if I don't want to take on more work, or I sense a disturbance in the force with a prospective client, I can just say no. It was your first book that put the bug in my head and your EPUBs that kept me going in the beginning and still encourage me on a monthly basis. Thanks!

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III. MAIN COURSE: ARE YOU TARGETING THE RIGHT CLIENTS?

WA FLCW Pursues Those Who KNOW Your Value, and Make More $$!

Got this great piece from Mill Creek, WA FLCW Mike Klassen (and graphic designer; mike@mikeklassen.com, www.mikeklassen.com) on the power of targeting the right kinds of clients. A wise friend of mine once said, “It’s far easier to convince someone to try your brand of salad dressing than convince someone to start eating salad in the first place.” You got that right. Yes, there are times when it makes sense to try to sell someone on the value of professional writing, but if you’re in a good-sized metro, I promise you, there are plenty of folks already sold on the idea that good writing matters.

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When I started my freelance business, one of the many mistakes I made stands out among the rest. It involved the type of clients I was targeting. I believed that any business could benefit from high quality writing or design of their marketing material. Problem was, the prospects I was targeting didn’t always share that same belief. I spent far too much time trying to convince people of the value of great copy and design. When it came to copy, I found people who felt that as long as they had a word processor with spell checking enabled, they didn’t need to waste money on a professional writer.

And if by some miracle I convinced the business that great copy and design could boost profits, I hit another obstacle: price. High quality writing and design isn’t cheap, and a small business, already bootstrapped, might find it hard justify the extra expenses. I had to accept that some of the businesses I truly wanted to help — mainly small businesses — either had no appreciation of what someone in my line of work could bring, or couldn’t afford it if they did have that appreciation.

If you’re running a young, small business and not having the success you want, if might be because you think (hope?) that anyone is the right client. Not true. Some of the best advice I ever received on targeting clients came from something I read a while back.

Your ideal client is:

1. Someone who already knows the value of your product or service.
2. Someone who can afford your product or service.
3. Someone who is happy to pay for your product or service.

Once I used those three steps to guide me, I started finding the right clients and making the money I thought I should.

Point #3 is interesting. People who know the value of my services tend to make a lot of money, so the money spent on my services is a drop in the bucket compared to what they’re making in sales. They’re happy to pay anyone who helps them make money.

PB: What Mike is also pointing to here is that size does matter (sorry). The little guys (one- or two-person shops) are tough sales. They may be good for building a portfolio by giving them a low price they WILL go for, but in my experience, if you’re serious about building a business, you need to get to the 10-20+ employee level to find companies with the money coupled with the lack of time and inclination to do it themselves.

FYI, Mike’s released a cool little ebook called, “I Still Can’t Draw Stick Figures,” which he summarizes as follow: “My journey from the corporate world to the freelance writing/design world and the lessons learned along the way.” And for a mere $10. Check it out at www.mikeklassen.com/stickfigure.htm.

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IV. DESSERT: Sweet Success Stories and Tips

TIP: Istanbul, Turkey FLCW Shares Resource for Finding U.S. Firms Abroad

Denver FLCW Defines the “Best Copywriter,” “Best Copy,” and “Best Result”!

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Now, the following tip won’t apply to most of us, but it’s just intriguing on its face. Got it from Istanbul, Turkey based editor, writer, researcher, and consultant Bea Vanni (bvanni@remarkablesolutions.com, www.remarkablesolutions.com). For those living in foreign lands or those dreaming of it, here’s a mighty valuable resource. Check out her site, too, especially the “Turkey” link. I learned a few things I didn’t know. Enjoy!

Peter: I live in Istanbul and wanted to know all the American companies in Turkey. I have known about this directory of secrets for years and used it in my gypsy endeavors. “The Directory of American Firms Operating in Foreign Countries” lists all American companies by country. So if you want to target firms in a particular country or happen to live outside the U.S., all you have to do is go to this directory and get the list. Drawback: While you can purchase it for a hefty sum of money, you can go to the library at no charge and get only the part you want. Most university libraries will carry it, but probably only the main library in a city will stock it.

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Got this great ditty from Denver FLCW Joe Coplans (joseph@inkstaininc.com, www.inkstaininc.com; cool site, btw). Good stuff. This is what we need to strive for.

THE BEST COPYWRITERS ARE NOT REALLY COPYWRITERS. They are sales experts who care about the meaning behind your message and know how to make that message truly meaningful to your audience.

THE BEST COPY TOUCHES A NERVE, like a story illuminating an important truth. Its a few lines that make you laugh, or give you hope. Its ability to inform is forceful and clear.

THE BEST RESULT IS WHEN YOUR PROSPECTS BECOME CUSTOMERS. It means a choice of words became a trustworthy voice, inspiring an identity and belief in what you offer.

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V. COFFEE, MINTS AND TOOTHPICKS

- The BIGGER Banquet Just Released! (EPUB Issues 1-39; JUST $9.95!!)

- The Well-Fed Book Promoter Seminar/The Well-Fed Self-Publisher – Coming Soon!

- Getting Ready To Launch Your Biz? Check Out AWAI’s “Making The Leap”!

- AWAI Copywriting (& Other) Courses: Register Here, Get 2 Bonuses!

- Well-Fed E-Pub Needs All Courses!

- Want Some Well-Fed Business Cards To Spread The Word?

- How Can My Mentoring Service Serve You?

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“THE BIGGER Banquet” EBOOK JUST RELEASED, and For Only $9.95!

Fallen behind on reading the EPUB, the critically acclaimed monthly companion pub to the Well-Fed titles? (http://www.wellfedwriter.com/ezine.shtml). New to the field and want to read tons of success stories from those who’re doing it? Check out the latest in the BANQUET series, the BIGGER BANQUET: EPUB Issues 1-39 (5/02 – 7/05); http://www.wellfedwriter.com/thebiggerbanquet.shtml

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THE WELL-FED BOOK PROMOTER SEMINAR: August 19 in Atlanta!

As part of the kickoff for my upcoming book (below), I’ll be delivering an info-packed, half-day seminar on book promo in Atlanta on Saturday, August 19, 2006. And the price is right! For details/registration info: http://www.wellfedwriter.com/SeminarDates.shtml.

THE WELL-FED SELF-PUBLISHER Coming in late July!

Pondering self-publishing? In advance of my 2006 release of The Well-Fed Self-Publisher, check out my working web site: www.wellfedsp.com for info/resources.

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GETTING READY TO LAUNCH YOUR BIZ? CHECK OUT “MAKING THE LEAP”!

AWAI just launched a cool new ebook called “Making the Leap,” geared to the writer launching a freelance copywriting biz. Normally $79, the new-release promo price is $59. AND, order through this link (http://www.awaionline.com/leaptofreelance) and send me your confirmation, I’ll send you, at no charge, one of my teleseminar CDs (choose at http://www.wellfedwriter.com/teleseminar.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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WANT SOME WELL-FED BUSINESS CARDS TO SPREAD THE WORD?

Care to share the Well-Fed story with others (friends, writers groups, etc.)? Send mailing address and how many cards (glossy two-sided) you’d like 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.