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" – anyone who freelances for businesses (vs. writing magazine
articles, short stories, poetry, etc.), typically earns $50-125+ an hour, and
is the sole focus of this e-newsletter.
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VOLUME 9,
ISSUE 7 – JULY 2010 (Issue #99: August will be 100!)
Publishing
the first Tuesday of every month since May 2002
Read it
Online at: http://www.wellfedwriter.com/ezine/july2010.html
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"THE
WELL-FED WRITER" (2010 EDITION) HAS WON FOUR AWARDS!
Check out
the Awards Gallery at http://www.wellfedwriter.com/wellfedawards.shtml
To Order
(FR.EE Bonus/U.S. Shipping): http://www.wellfedwriter.com/ordertwfw.shtml.
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AUGUST
GROUP COACHING HAS ONE SLOT LEFT! DONÕT WAIT...
Details and
testimonials at http://www.wellfedwriter.com/groupcoaching.shtml.
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ATTN:
BOSTON/Southern NH/ME FLCWÕs: BRUNCH WITH THE WELL-FED WRITER?
At the tail
end of my Maine vacation, IÕd love to catch up with area FLCWÕs. Join me in
Newburyport, MA for Brunch on Sunday July 18, 11:30 a.m., at MichaelÕs
Harborside. (http://www.michaelsharborside.com).
RSVP to peter@wellfedwriter.com
for headcount.
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STAYING
BUSY IN A TOUGH ECONOMY? I WANT TO HEAR YOUR STORIES!
IÕll be
collecting success stories – from 50 to 500 words – for a special
section of the ezine. Send them to peter@wellfedwriter.com.
AND, I NEED
ALL USUAL COURSES. I'm low in ALL departments and would love to get your
strategies, tips and features. See "Coffee" for more details and word
counts.
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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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THIS
MONTH'S MENU:
I.
APPETIZER: GOT RECESS? REFLECTIONS ON SUMMER VACATION
Yours Truly
Reconnects with Power of ÒDo-NothingÓ Time to Reinvigorate Work
II.
"FIELD" GREENS: TOASTMASTERS MORE THAN JUST A SPEAKING GROUP
Ontario
FLCW Speaks Her Way to Marketing Confidence (AND More Business!)
III. MAIN
ÒMEATÓ COURSE: TRADITIONAL WRITING SKILLS DONÕT WORK ONLINE Web Usability Guru
Lays Down the Law on Web Writing That Works (AND DoesnÕt!)
IV.
DESSERT: Sweet Success Stories and Tips
FL FCLW
Reads Blog, Delivers Attention-Getting Elevator Speech at Event!
TIP:
In-the-Buff Copywriter Offers Fun Way to Stand Out! Other Ideas?
V. COFFEE,
MINTS AND TOOTHPICKS
- GROUP
COACHING! August Series Filling – Just ONE Slot Left!
- THE
WELL-FED E-PUB NEEDS ALL COURSES!
- 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.
APPETIZER: GOT RECESS? REFLECTIONS ON SUMMER VACATION
Yours Truly
Reconnects with Power of ÒDo-NothingÓ Time to Reinvigorate Work
So, IÕm in
the midst of my now-annual summer vacation in Maine (not to rub it in or
anythingÉ). Before leaving, friends asked me, ÒSo whatÕre you going to do up
there in a cabin for two weeks?Ó Not much, I said. Read. Swim in the lake a few
steps away. Eat lobster. Pick berries. Nap. Repeat.
How about
hiking, biking, sightseeing, fishing, kayaking? Maybe. Maybe not. Perhaps write
a bit. Working on a book? Probably not. Perhaps noodling a bit on a book IÕll
eventually work on. But, not interested in filling up my days with non-stop
activity in order to need another vacation when I get back (some are like that;
this one isnÕt).
And
thinking – just thinking. To me, thatÕs a treat. Pondering. Daydreaming.
Envisioning. How often do you give yourself the time (or permission) to do
that? Heck, is that even allowed these days? And yet, from those relaxed
unhurried stretches often come great ideas, exciting project A-HaÕs, new
directions.
Oh, and
savoring. Lots of savoring and relishing. The cooler weather – a
refreshing respite from the brutal too-hot-too-humid-too-early southern summer.
Cool breezes. The sound of water lapping against the side of the cabin. A
loonÕs cry in the quiet dawn. The absolute stillness at night. A magic carpet
of stars overhead, undiminished by city lights.
A brisk and
bracing 45-minute early morning swim. Fresh picked strawberries and
raspberries, sweet and luscious in my breakfast bowl. A nap in the middle of
the day. Sitting lakeside in an Adirondack chair lost in a good book. Lobster
rolls. By the way, if all this sounds familiar, youÕre probably recalling my
blog post of last summer, The Joys of Unplugging; (http://www.wellfedwriter.com/blog, then July 2009). CanÕt help it.
This time of year, thatÕs where I head – in mind, body and spirit.
Not having
to be anywhere or do anything for a nice long stretch. And, most importantly,
realizing how fortunate I am to be able to do this. Believe me, I get it. I
know most people canÕt just up and take off a few weeks and do nothing. But,
even if you canÕt get away for two weeks, make space in your life for some
do-nothing time. Recess. No matter how old we get, we all need recess. And I
mean NEED.
Go non-stop
and your working time will absolutely become less productive. Ditch it all for
a while and youÕll perform more effectively when you return. Am I telling you
anything new? Course not. Could you use the reminder? Could be. Though, as a
group, we FLCWÕs are probably a bit more attuned to this way of living that
most. On this relaxed, leisurely note, letÕs eat!
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II.
"FIELD" GREENS: TOASTMASTERS MORE THAN JUST A SPEAKING GROUP
Ontario
FLCW Speaks Her Way to Marketing Confidence (AND More Business!)
Got this
great idea from Ontario, Canada FLCW Lou Anne Reddon (info@avenuewordshop.com, www.avenuewordshop.com), for building
confidence (along with your business!) AND banishing cold-calling jitters. IÕve
been involved with this esteemed organization several times over the years and
itÕs always been an exceptionally positive experience and very Òsafe place.Ó
Consider it.
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Peter: IÕm
involved in Toastmasters, which has proven to be a real boon to my business.
IÕm one of those painfully introverted, wallflower types. I originally joined
Toastmasters to do a better job emceeing for an orchestra I was in. But itÕs
not only improved my confidence in dealing with prospects, making cold calls,
networking, etc., itÕs given me an opportunity to showcase my writing and
presentation skills to potential prospects outside both their businesses and
mine.
My writing
skills have been a tremendous help in crafting my speeches. Delivering them was
still tough, but the environment was so supportive, it became much easier. At
the encouragement of my fellow members, IÕve presented writing workshops to my
club and at local high schools to help both groups craft speeches (for
Toastmasters meetings and speech competitions, respectively). Teaching others
how to write improves your own speaking and presentation skills. And itÕs
personally fulfilling.
I would now
feel quite confident in approaching the local Chamber of Commerce to present
speeches – with my contact info on a take-away, of course!
While
Toastmasters is not a networking group (and the practice is discouraged), it
actually provides great indirect networking opportunities my fellow FLCWÕs may
have never considered. IÕve received several leads from people in Toastmasters
(at my club level and beyond) whoÕve been impressed with my speechwriting or
leadership skills. Upon finding out that IÕm a freelance writer/translator,
they have approached me about helping them with their business needs - annual
reports, sell sheets, brochures, etc.
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III. MAIN
ÒMEATÓ COURSE: TRADITIONAL WRITING SKILLS DONÕT WORK ONLINE Web Usability Guru
Lays Down the Law on Web Writing That Works (AND DoesnÕt!)
Irishman
Gerry McGovern (gerry@gerrymcgovern.com), according to his site, Òis widely
regarded as the worldwide authority on increasing web satisfaction by managing
customer tasks.Ó HeÕs spoken, written and consulted extensively on web content
management issues since 1994. Check out his brand new book, ÒThe Stranger's
Long Neck: How to Deliver What Your Customers Really Want OnlineÓ at this link:
(http://www.gerrymcgovern.com/stranger's-long-neck.htm).
He is the founder and CEO of Customer Carewords (http://www.gerrymcgovern.com) and ÒNew ThinkingÓ e-mail
newsletter (http://www.gerrymcgovern.com/new_thinking.htm). GerryÕs a rock star in the Òweb
experienceÓ space, a true no-B.S. guy with invaluable insights for FLCWÕs
writing web copy. I laughed out loud at his ÒtoiletÕ perspective below. Enjoy!
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Most Web
content is overwritten; too much content and not nearly enough focus on the
action. Unfortunately, we're taught to write this way. How often are you
presented with content on the Web that begins something like this:
"Exciting,
compelling, and effective user experiences result in high levels of customer
loyalty, satisfaction, and referral."
On the
surface, this seems like an okay sentence. It's how we're taught to write: set
the scene, establish the context. However, it's utterly useless. It's like
saying: "Every business is an end-to-end network of interrelated people
and processes. The more seamless and flexible the network, the more successful
the business."
Or:
"Your people are your most valuable resource. They contribute to the
success of your company." Or: "Even during the best of times,
companies are always looking for ways to trim costs, optimize processes, drive
efficiencies, and create greater value for their clients."
The
problem with the above sentences, other than the fact that they are utterly
useless, is that they are utterly useless. (Not to mention that they are
utterly useless.) They don't tell you anything you don't already know, and they
give you no real sense of what the product or service is actually about.
If
someone is at your Web site they already have the context. They have made a
deliberate decision. They are in an active, ÔdoingÕ mode. They want to dig
deeper, compare, price, and get detail, detail, detail.
Write Web
content from an elevator pitch perspective. Your customer has walked into the
elevator, the doors have closed, they turn to you and say: "Convince me
before the next stop to buy your product." Design your Web site from the
ÒI badly need to go to the toiletÓ perspective. Your customer needs to act and
act quickly. That's the Web.
You're
proud of your Web site but pride comes before the click of the Back button.
Anything on your Web site that puffs your ego, makes you smile or you think is
really cool should be removed immediately. The content that you're in love
with—and so proud of—is nearly always the content that drives your
customers away.
There is
far too much content written for the English teacher or the English exam you
crammed for. You want to impress. You want to show off all the clever things
you know. You want a beginning, middle and end. You want to tell them what
you're going to tell them, tell them, then tell them what you've told them.
A normal
person sees a link called "Where's my refund?" and thinks that if
they click on this link they'll be able to answer that question quickly. But a
classically trained English student who wrote the link thinks that when the
person clicks on the link they should be given this sentence. "You filed
your tax return and you're expecting a refund. You have just one question and
you want the answer now: Where's my refund?"
PB Note:
OMG, how many web sites have we ALL seen that break all these rules and
repeatedly overstate the grossly obvious? DonÕt be one of those offenders! And
after all, this stuff really isnÕt that difficult. In fact, dare I say it, itÕs
common sense, isnÕ it?
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IV.
DESSERT: Sweet Success Stories and Tips
FL FCLW
Reads Blog, Delivers Attention-Getting Elevator Speech at Event!
TIP:
In-the-Buff Copywriter Offers Fun Way to Stand Out! Other Ideas?
Got this
great email from Orlando FLCW Sandi Gehring (www.sandragehring.com). Sandi had just read my 6/2/10
blog post entitled, ÒSimon Says: ÒPeople DonÕt Buy What You Do; They Buy Why
You Do ItÉÓ (http://www.wellfedwriter.com/blog), and found it gave her new and
fizzy perspective at exactly the moment she need it – at a networking
event. Check out the post and see if you donÕt agree. Provocative stuff. Enjoy!
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Hi Peter:
Your timing is impeccable! I attended a luncheon today with business
people of all types from all over Central Florida. I knew that IÕd have 60
seconds for an elevator speech, and I was sweating it a bit. I actually
enjoy public speaking, but wanted to make a positive first impression, so your
Simon Says post came at the exact right moment!
Instead of
the usual ÒIÕm-blah-blah-and-I-do-blah-blahÓ that everyone else gave, I said
ÒAt the risk of overstating it, I think that well-written communication is what
makes the world go round. If you think about that, it impacts what you
see, what you hear, what you read, where you go, where you stay, what you buy. So
I help people and companies with any writing that is consistent with their
business goals. And I LOVE to write more than anything in the
world. Thanks, IÕm Sandi Gehring.Ó
It went
over really well, lots of people asking for my card and it was a good investment
of time, effort & money. Thank you!
PB: I LOVE
it when someone actually takes an idea and does something with it! YouÕre
welcome Sandi, but I just gave you the idea. Hats off to you for running with
it!
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Orlando
FLCW Steve Rainwater (www.treesidecommunications.com) sent me this cool story about an
innovative marketing strategy one professional copywriter used to set himself
apart from the competition. Not necessarily suggesting you adopt his particular
approach, but it was a refreshing way to stand out. How might you distinguish
yourself? And remember, just doing consistent marketing and showing up in front
of your target audience on a regular basis can accomplish that (since most
writers donÕt!), but nothing wrong with a little bit of creativity! Check out
his samples – talented guyÉ
Peter:
Surfing at lunch time today and came across this interesting tidbit: http://www.upi.com/Odd_News/2010/06/14/Nude-Male-Copywriter-wins-two-Webbys/UPI-98511276527761/. I Googled him: (http://malecopywriter.com/). A look at his portfolio
shows he certainly gets it done.
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V. COFFEE,
MINTS AND TOOTHPICKS
- GROUP
COACHING! August Series Filling – Just ONE Slot Left!
- THE
WELL-FED E-PUB NEEDS ALL COURSES!
- 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?
****************************************
AUGUST
GROUP COACHING (WITH NEW ENHANCEMENTS) NEARLY FILLED!
In the
start-up stage of your commercial freelancing business? Looking for guidance,
confidence and camaraderie? Grab the FINAL slot in the August series! For all
the details, new enhancements, and a pile of glowing testimonials from past
participants, visit http://www.wellfedwriter.com/groupcoaching.shtml.
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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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The
WELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
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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 Your Choice of Bonus CD
Program! Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising,
Health Market and more! http://www.wellfedwriter.com/awai.shtml.
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HOW CAN MY
MENTORING SERVICE SERVE YOU?
For details
and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
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