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 3 – MARCH 2010
Publishing
the first Tuesday of every month since May 2002
Read it
Online at: http://www.wellfedwriter.com/ezine/mar2010.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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GROUP
COACHING APRIL PROGRAM FILLING FAST! (STARTS 4/7/10)
Nine of 12
slots already filled! Last series at $149 (price rising to $199 on next
series), so donÕt wait!). Details: http://www.wellfedwriter.com/groupcoaching.shtml.
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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: THE UPSIDE OF THE DOWNTURN!
TWFW Blog
Highlights Reasons to Feel Good About Commercial Writing Right Now!
II.
"FIELD" GREENS: IS YOUR ÒWRITING JOB RADARÓ UP?
NY FLCW
ÒTakes the Law into Her Own HandsÓ and Comes Up Smiling!
III.
MAIN ÒMEATÓ COURSE: HIRE
THE WRITER FIRST! (PART 1 OF 2)
SEO Pro/Web
Writer Shares Strategies for Tapping Demand for Web Writers
IV.
DESSERT: Sweet Success Stories and Tips
Group
Coaching Attendee Applies Idea Discussed in Session, Lands New Client!
TIP: Seven
Headline-Writing Approaches (with Examples) from Bob Bly!
V. COFFEE,
MINTS AND TOOTHPICKS
- THE
WELL-FED E-PUB NEEDS ALL COURSES!
- WELL-FED
GROUP COACHING! Now Filling Final Slots for April Series: 3 Left!
- 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: THE UPSIDE OF THE DOWNTURN!
TWFW Blog
Highlights Reasons to Feel Good About Commercial Writing Right Now!
If you want
to know why IÕm bullish right about now on commercial freelancing and all the
opportunities for folks like us, look no further than the latest post on The
Well-Fed Writer Blog (ÒGrowth in Temps: Bad News for Employees, Good Sign for
FreelancersÓ; http://www.wellfedwriter.com/blog).
There youÕll find (in addition to a brand new, way cool Òlook-and-feelÓ for the
blog) a pretty exciting discussion going on.
I loved one
of the comments – from NY FLCW Jill Gormley – so much, that IÕm
using it in the Greens course in this issue (next up). But JillÕs story is just
one of several comments on the post showcasing both the upside of the economic
downturn and the actions of some exceptionally smart and resourceful folks
adapting to a changing business climate. No oneÕs saying itÕs a cakewalk out
there, but the opportunities absolutely exist.
In one of
my comments, I noted that in a tough market, the next frontier would be
companies who currently donÕt even know people like us exist, and once they
discover us, theyÕll suddenly find plenty of ways to put us to work. IÕve
absolutely found that to be the case with several of my newer clients.
If theyÕve
never used a writer before (or perhaps, worked with a bad one, or one who was
more journalist than copywriter), once they cross paths with someone who Ògets
itÓ – who takes the time to understand their business and their
customers, and is able to write well to reach that audience – they
literally become like a kid with a new toy.
Suddenly,
the stuff they wrestled with (as marketing director or even CEO), only to end
up with unsatisfactory results that gobbled up their time, they can pass off to
people like us. They get back to their job, and in the process, get far more
done. That gets a busy executiveÕs attention in a hurry, while providing some
invaluable peace of mind. And when you find clients like that, they donÕt buy
price, but rather, a predictable outcome.
And donÕt
forget scenarios like the one showcased in the February issue from IA FLCW
Darcy Maulsby (http://www.wellfedwriter.com/ezine/feb2010.html),
about her new beefed-up writing workload from a retirement community whoÕd
dumped their pricey ad agency in favor of a far more economical freelancer. And
once clients like that discover they can get great work at a fraction of the cost
they were paying before, think theyÕll ever go back? Unlikely. And the word
will spread. On that happy note, letÕs eat!
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II.
"FIELD" GREENS: IS YOUR ÒWRITING JOB RADARÓ UP?
NY FLCW
ÒTakes the Law into Her Own HandsÓ and Comes Up Smiling!
As
discussed in the Appetizer, IÕm bullish about the opportunities in our field
these days. And just one of the many pieces of evidence I mentioned was this
great comment on my 2/16/10 blog post (noted above) at http://www.wellfedwriter.com/blog. This comes from upstate NY FLCW
Jill Gormley (jill@jillgormley.com, http://www.jillgormley.com). She went where she knew the work
wasnÕt getting done, but NEEDED to get done, and, happily, though again,
unsurprisingly, she got a very warm reception. Jill also offers some great
insights on the benefits of joining your local Chamber. Enjoy!
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ItÕs tough
out there, no doubt, but itÕs tough for everyone, which can mean rich
opportunities for us. This morning, I heard from a former colleague, now the
marketing director at a major law firm. A client of his firm needed a writer
for a small project and he wanted to refer the client to me. Nice, but a very
small project.
However, my
friend mentioned that the crummy economy had attorneys at his firm scrambling
to market their individual practices to bring in new clients to the firm. Most
have little marketing experience (traditionally, itÕs the rare lawyer willing
to get out and sell his or her services, and thatÕs especially true of
attorneys at big firms). So, my friend is swamped trying to train the attorneys
to market effectively and support their efforts.
I figured
other law firm marketing directors may be having similar experiences, and that
producing written materials might get Òback-burneredÓ while they deal with
urgent requests for help from their firmsÕ lawyers. So, I spent the rest of the
morning cold-calling about twenty of them. The reaction was so positive itÕs
almost frightening: one project in hand, two follow-up calls scheduled to
discuss other potential projects, and enthusiastic responses from several
others who donÕt have anything right now but are thrilled to know IÕm out
there. I would never have had this kind of response two years ago.
Also,
living in a small community, IÕve found joining the Chamber of Commerce to be
helpful. Most of my clients are in big cities, but through the Chamber, IÕve
developed a nice network of local contacts that provide me with a steady stream
of small jobs. While less lucrative, the small local clients seem to pay more
promptly. My biggest challenge during this recession has been managing cash
flow, as many of my larger clients are delaying paying invoices. A regular flow
of small checks keeps the edge off.
One of the
nice things my Chamber does is a quarterly business card exchange. They limit
attendance to about 25 businesses, and each gets two minutes to explain their
business. Everyone gets everyone elseÕs card. This sort of thing is great for
people like us, because so many small businesses donÕt even realize that they
can hire a writer to produce web copy or a brochure or ghost write a speech for
them; they think they need an agency for that. Check your Chamber for similar
events.
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III.
MAIN ÒMEATÓ COURSE: HIRE
THE WRITER FIRST! (PART 1 OF 2)
SEO Pro/Web Writer Shares Strategies for Tapping Demand for
Web Writers
Katherine Andes is a top-notch SEO pro, who specializes in
web content development and Internet copywriting (http://andesandassociates.com/). I corralled her to write a
two-part article about impressing upon our clients the importance, when
undertaking a new web site project, of hiring the writer first. As this piece
underscores, writing is king. Nothing happens until something is written
(well!).
In Part 1, she outlines how pervasive the OPPOSITE mentality
is in the business world (in case you thought you were the only one running
into it!) and how crucial it is to NOT be intimidated by design/programming
folk who cluelessly give short shrift to the copywriter. Sign up for
KatherineÕs weekly ÒEasy Web Tips,Ó billed as Òsuper short, sweet, and smart.Ó
(http://andesandassociates.com/NEWSLETTER_LHPX.html). IÕm subscribed and I assure you
itÕs ALL that, and more.
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HIRE THE WRITER FIRST!
Typical scenario in my day: IÕm talking with a hot prospect
about how my web writing and web content development services work. I carefully
describe my ÒF-C-CÓ process:
1) FIND: Write the pages so more prospects FIND them on
search-results pages.
2) CLICK: Write the title and description tags so
convincingly that more prospects will CLICK on the link and go to the company
site.
3) CONVERT: Write key pages so well that more people will
CONVERT (i.e., buying, subscribing, making a phone call – whatever the
goal of the page is).
My prospect then says, ÒSounds great. But I need to hire a
web designer first. IÕll get back to you.Ó Sigh. He doesnÕt get it. And heÕs
about to shoot himself in the foot.
Can you imagine an advertiser doing a direct sales letter
and planning the layout of the letter first? Of course not! TheyÕd plan the
content: the lead, the pitch, the offer, and theyÕd get a writer involved. The
design would flow from the content.
So, why do so many companies fixate on hiring web
designers/developers without a thought to the content? I say business owners
get intimidated by the technology, AND by web designers/developers who claim to
understand the Òwhole enchiladaÓ (p.s. they donÕt). But since they THINK they
know it all, they donÕt recommend hiring writers for content. OR they actually
believe great content can be had for $5.
Too many writers (myself included) were initially
intimidated as well by the glitz and geekiness of the Web, thinking, ÒWith all
those great revolving images and flash, they donÕt even need a writer.Ó Or
ÒIÕll never understand search engine optimization (SEO).Ó
So we surrendered what should have been prime real estate
for us, to others. And thatÕs bad for BOTH the businesses who got websites that
simply donÕt deliver leads and customers, AND for the web designers and
developers as well. After all, their efforts would look better – and more
importantly, perform better – with great web writing.
Having paid big bucks for websites that just sit and
under-deliver, businesses are now waking up to the need for unique fresh
content for their websites. Hence, thereÕs a huge need for good web writers.
First steps to become one?
1. REFUSE TO BE INTIMIDATED: When a web geek starts babbling
about code and other technical matters, stay cool. Generally, they donÕt have a
clue about good writing that sells (or even what makes good SEO copywriting!).
2. INCREASE YOUR CONFIDENCE: Keep reminding yourself that
writers bring real value to the table. Because writing comes easily to us, we
sometimes think anyone can do it (they canÕt!), so we undervalue our writing
talent.
3. ALWAYS BE LEARNING: Knowledge is power – especially
in this arena.
4. DONÕT BE OVERWHELMED: Yes, we all have more to learn.
But, to help your clients you just need to know enough to help them progress.
In fact, just helping clients write decent web pages is great. When you add SEO
to those pages (which isnÕt hard to learn), you will have helped them
enormously.
5. PRACTICE ON YOUR WEBSITE: Try out your new-found
knowledge on your own site. When you see your efforts resulting in higher
search rankings, youÕll get a big boost in confidence. AND attract more
clients. But donÕt slack off. Keep it up.
6. FAVORITE RESOURCES: http://www.highrankings.com, http://www.wilsonweb.com,
http://www.excessvoice.com,
http://www.mattcutts.com.
In addition to checking
out these sites regularly, I participate in LinkedIn forums and follow several
SEO pros on Twitter. This has yielded some interesting networking opportunities
and job leads. Just this morning, I received a query from South Africa!
In Part II, weÕll talk about what you need to discuss with
prospective clients, so that theyÕll hire you BEFORE the web designer, or at
least at the same time!
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IV.
DESSERT: Sweet Success Stories and Tips
Group
Coaching Attendee Applies Idea Discussed in Session, Lands New Client!
TIP: Seven
Headline-Writing Approaches (with Examples) from Bob Bly!
Budding
Bend, OR FLCW Michelle Perez is one of the participants in my current group
coaching series (michelle@vervecore.com,
www.vervecore.com). After the first
session, she sent me the following email, sharing her success in landing a new
client after applying one of the ideas we discussed in the first session. Love
notes like these!
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Peter:
Just wanted to share a quick success story about how the coaching session is
ALREADY helping. Last week I sent a proposal to a small business for some
copywriting and marketing pieces I could provide. She balked at the price and
said she was thinking about skipping it altogether.
Yesterday
I followed up with a short and courteous email saying IÕd love to help, but
whether she hired someone or decided to do it herself, she should capitalize on
the momentum of her new store location by getting the word out. Then I offered
some suggestions about how she could do that, along with some upcoming
opportunities.
She
called me today to offer me work! She said that she agreed about the momentum,
and didnÕt want to lose time by shopping around for a cheaper service.
The point
you and others made in the coaching call about emphasizing the value/benefit
you offer, instead of just a Òservice,Ó was perfect. I found a way to
illustrate the value of working with me by offering a few simple suggestions.
(PB Note:
We were talking about focusing on Òbenefits,Ó the things that are important to
a client, NOT ÒfeaturesÓ – all about you and writing services. By
demonstrating her expertise, Michelle showcased to her prospect the benefit of
working with her).
Thank you
for the ÒAhaÓ moment! I need to continue working on what I say to prospects,
but I know itÕll get easier with time; this gives me the confidence to forge
ahead.
CanÕt
wait Ôtil next week!
PB Note:
The April Well-Fed Group Coaching program is now enrolling, and nine of the 12
slots are already filled. Details at http://www.wellfedwriter.com/groupcoaching.shtml.
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Got these
great tips on writing effective headlines recently from none other than Bob Bly
(www.bly.com). There really is an art to writing a good headline,
and here are seven proven approaches from the master. Enjoy!
1. TELL A
STORY: ÒThey Laughed When I Sat Down at the Piano, But When I Started
to
Play..."
2. MAKE A
RECOMMENDATION: ÒThe 5 Tech Stocks You Must Own NOW.Ó
3. STATE A
BENEFIT: ÒManaging UNIX Data Centers - Once Difficult, Now Easy.Ó
4. MAKE A
COMPARISON: ÒHow to Solve Your Emissions Problems – at Half the Energy
Cost of Conventional Venturi Scrubbers.Ó
5. USE
WORDS THAT HELP THE READER VISUALIZE: ÒWhy Some Foods ÔExplodeÕ In Your
Stomach.Ó
6. USE A
TESTIMONIAL: ÒAfter Over Half a Million Miles in the Air Using AVBLEND, WeÕve
Had No Premature Camshaft Failures.Ó
7. OFFER A
FREE SPECIAL REPORT, CATALOG, OR BOOKLET: ÒNew FREE Special Report Reveals
Little-Known Strategy Millionaires Use to Keep Wealth in Their Hands –
and Out of Uncle SamÕs.Ó
And for
some of the best-kept copywriting secrets from the pros, check out this pretty
cool program from Bob: http://www.ctcpublishing.net/cmd.php?Clk=3571227
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V. COFFEE,
MINTS AND TOOTHPICKS
- THE
WELL-FED E-PUB NEEDS ALL COURSES!
- GROUP
COACHING! Now Filling Final Slots for April Series (Just 3 Left!)
- 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 CD Bonus!
- 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
start-up stage of your commercial freelancing business? Looking for some
guidance, confidence and camaraderie? Check out Group Coaching! Series #3
begins on February 10, 2010 and IÕve filled 10 of 12 slots already, so donÕt
wait. For full details and to register, visit: http://www.wellfedwriter.com/groupcoaching.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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