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 5 – MAY 2010 – OUR 8TH ANNIVERSARY!

Publishing the first Tuesday of every month since May 2002 

Read it Online at: http://www.wellfedwriter.com/ezine/may2010.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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JUNE GROUP COACHING ADDS NEW ENHANCEMENTS! Longer sessions and Q&A Summary! Details/testimonials at http://www.wellfedwriter.com/groupcoaching.shtml.      

 

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LAST DAY TO SAVE $200 ON KICK-BUTT 8-SESSION B2B WEBINAR – ÒThe ÔBusiness SideÕ of B2B Copywriting: How to Get Clients, Grow Your Business and Boost Your Income.Ó Details: in Coffee and http://www.awaionline.com/d2/virtualworkshop.

 

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IÕM PRESENTING AT (NO-CHARGE) VIRTUAL SELF-PUBLISHING CONFERENCE

May 12-14 (My talk: the 14th). Details: http://www.selfpublishersonlineconference.com 

 

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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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THIS MONTH'S MENU:

 

I. APPETIZER: ARE YOU DELIVERING EPIPHANIES?

When Prospects See the Difference a Writer Makes, They Want It for Their Business!

 

II. "FIELD" GREENS: ITÕS NOT EASY BEING (CREDIBLY) GREEN!

Copywriting Maven Shows How to Advise/Write For Clients Wanting to Be ÒGreenÓ!

 

III. MAIN ÒMEATÓ COURSE: DOES YOUR BUSINESS NEED A TUNE-UP?

GA FLCW Shows How To Diagnose Your FLCW Business Like A Great Mechanic

 

IV. DESSERT: Sweet Success Stories and Tips

Atlanta FLCW and Group Coaching Grad Builds ÒSharingÓ Network with Other Grads!

TIP: Web/SEO Pro Advises: Make Contact Forms Short and Sweet!

 

V. COFFEE, MINTS AND TOOTHPICKS

- Last Day to Save $200 on Kick-Butt 8-Session B2B Prospecting Webinar!

- GROUP COACHING! June Series Now Filling & Offers New Enhancements!

- 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: ARE YOU DELIVERING EPIPHANIES?

When Prospects See the Difference a Writer Makes, They Want It for Their Business!

 

I was recently referred to a blog pro (Gary Jones: http://gamajo.com) for some updating and SEO on TWFW blog. Gary gently suggested that, in addition to the planned updates, I might consider a new look-Ôn-feel since the existing one was a bitÉdowdy. I resisted, arguing that people came to my blog for the info and rich discussions, and didnÕt care what it looked like. The first? No doubt true. The second? Well, you can convince yourself of anything when you donÕt want to spend the money.

 

Long story short, he (and his designer: http://graphicallydesigning.com) quoted me an exceptionally reasonable rate, and we moved forward. And when I saw the result (http://www.wellfedwriter.com/blog), I was blown away. There was no way anyone could visit this far more dynamic, contemporary and reader-friendly portal, and not leave with a more positive impression about me and my work than would have been the case with the previous look. Until I saw the difference, I just didnÕt know any better.

 

Well, our clients are much the same. Once they see the difference a good writer makes, theyÕre far more inclined to want to hire one regularly. Copywriting pro Jenn Mattern (http://allfreelancewriting.com/), in a recent blog comment, echoed this: ÒMany prospects are incredibly interested in hiring a writing professional once theyÕve been convinced of the value. ThereÕs this ÔA-ha!Õ moment when they realize poor copy might be contributing to their poor conversions (or that they could improve already decent results).Ó

 

OR simply that really good writing portrays their business in a far more professional and eloquent light. I have seen the truth of this countless times in my career: when clients see the difference a professional writer makes, the light bulb goes on and suddenly they realize what theyÕve been missing, and want to make up for years of lost time and bad writing. We simply need to be educating through our marketing (AND our solid samples).

 

I assert the poorly-written materials many prospects have is far more a function of simply not knowing any better and not being exposed to the difference a good writer can make, than some conscious decision to NOT hire a writer. The think what they have is good enough until they see something far better. Our field pays more precisely because those clients who DO appreciate good writing have to be ferreted out and cultivated. But what client doesnÕt want their business to look and sound good? So, I promise, theyÕre out there. On that happy note, letÕs eat!

 

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II. "FIELD" GREENS: ITÕS NOT EASY BEING (CREDIBLY) GREEN!

Copywriting Maven Shows How to Advise/Write For Clients Wanting to Be ÒGreenÓ!

 

Marcia Yudkin is one of the Ògood peopleÓ in our business. Gifted copywriter, exceptional coach, authority on creating information products, and publisher of the popular weekly Marketing Minute (http://www.yudkin.com/markmin.htm to subscribe). In the 4/7/10 edition, she offered the advice below to marketing folk about how to be ÒgreenÓ and do it credibly. As I read it, it occurred to me that the advice she offers is excellent for copywriters working with companies wanting to put their environmental responsibility on display AND do it in a way that resonates authentically with their audience. Check it out!

 

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Enthusiastic about preserving Earth? If you want to highlight this commitment as part of your business pitch, be aware that cynicism lurks in the minds of many customers.

 

To show that you're not just pretending to jump on today's greenwagon, incorporate as many as possible of these factors into your marketing copy, suggested in the new book Guerrilla Marketing Goes Green by Shel Horowitz and Jay Conrad Levinson

(www.guerrillamarketinggoesgreen.com).

 

1. Hard facts (what you've done), not commitments (what you say you'll do).

 

2. Substantiation for your claims - for example, back up the statement that your operations are carbon-neutral.

 

3. Third-party green certifications, with links that show what they mean.

 

4. Non-promotional material that helps readers understand the issues on which you're taking action.

 

5. Advice for readers on how they too can follow suit.

 

6. Transparency and truthfulness. Don't attempt to hide elements that go against your overall stance.

 

Your reward: The trust of those who share your convictions, respect from those who haven't yet seen the light, and joyfulness in your conscience.

 

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III. MAIN ÒMEATÓ COURSE: DOES YOUR BUSINESS NEED A TUNE-UP?

GA FLCW Shows How To Diagnose Your FLCW Business Like A Great Mechanic

 

I have enormous respect for my fellow Atlanta FLCW, by Ed Gandia (ed@edgandia.com, www.edgandia.com). HeÕs the real deal: hard-working, methodical, generous, and exceptionally successful (Ed made $163K in his first full-time year as a FLCW; ponder thatÉ). So, listen to the man. In addition, Ed is the co-founder of TheWealthyFreelancer.com and co-author of THE ÒWEALTHY FREELANCER: 12 Secrets to a Great Income and an Enviable Lifestyle.Ó To download 3 free chapters of his book, visit www.TheWealthyFreelancer.com.  

 

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My grandfather was a top-notch auto mechanic. He could determine what was wrong with your car simply by listening to your engine and asking a few questions. This was way before fancy diagnostic systems. If you were a mechanic back then, you really had to know your stuff. Because YOU were the diagnostic system!

 

As a freelance commercial writer (FLCW), itÕs important to develop the same diagnostic skills a savvy mechanic possesses. Doing so enables you to reach and maintain high performance levels. And when performance falters, knowing how to identify and address the root cause will help you rebound much faster.

 

Here are the areas I would focus on as you develop your own diagnostic process:

 

1. ARE YOU GOING AFTER THE RIGHT MARKET? Does this market truly understand your value? Do prospects in this market Òget itÓ? Do they normally hire FLCWÕs in your field? Are they willing to pay what youÕre worth? Are they hiring FLCWÕs and contractors in a down economyÉ or are they cutting back across the board?

 

2. ARE YOU DIFFERENTIATING? Letting the world know that youÕre open for business is not enough. You need to tell your prospects what you bring to the table, why they should care and why youÕre different. Above all, what you say must resonate with them; being different, by itself, is not going to matter if they donÕt see the benefit.

 

3. DO YOU REALLY UNDERSTAND YOUR PROSPECTÕS WORLD? Are you plugged into what she faces every day — her challenges, concerns, aspirations and beliefs? Do you have a clear picture of the conversations going on in her head?

 

4. ARE YOU STEADILY WORKING ON GENERATING LEADS? Once you know whom youÕre going after, pursue those prospects actively (direct mail, cold-calling, tapping personal and business contacts, etc.) and/or passively (social media, published articles, press releases, etc.). And do it consistently, not just when you need work.

 

5. ARE YOU CONVERTING ENOUGH LEADS TO CLIENTS? If youÕre generating a decent number of leads but not turning enough into clients, you need to evaluate your approach. Are you following up quickly and often? Asking the right questions when you follow up? Are your proposals persuasive? Does your pricing strategy need work?

 

6. ARE YOU STAYING IN TOUCH WITH LONGER-TERM LEADS? What are you doing with prospects who arenÕt ready to hire you now? Are you staying in touch without being a pest? Are you sending value-added information like newsletters, articles of interest or handwritten notes with good ideas? A big chunk of my business comes from prospects I stayed in touch with for months (even years) before they hired me.

 

7. HOWÕS YOUR CUSTOMER SERVICE? Are you meeting all your deadlines? Do you try to over-deliver on every project by offering good ideas and suggestions? Do you keep your clients in the loop when appropriate? Are you a pleasure to do business with?

 

8. ARE ALL YOUR SERVICES STILL APPROPRIATE? Are all your services still right for you and your target market? Are there some services that youÕre not currently offering but that would make sense to add to your roster?

 

Take a couple of hours one morning to go over these questions. Draft a list of areas where you need to make some adjustments. And develop a simple action plan to get it done. Sometimes itÕs the little changes that can make all the difference.

 

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PB: Okay, an Ed Gandia Trifecta: 1) To download 3 free chapters of THE WEALTHY FREELANCER, visit www.TheWealthyFreelancer.com; 2) Got a family? Looking for a GREAT primer on launching your FLCW biz the smart, responsible way, and while working elsewhere? Check out http://www.StopWishingandStartEarning.com (based on EdÕs own firsthand experience); and 3) Serious about breaking to B2B writing, where respectable businesses have healthy budgets and ongoing needs? Join Ed, Steve Slaunwhite and Pete Savage here: http://www.awaionline.com/d2/virtualworkshop.

(And today – 5/4 – is the last day to save $200, so donÕt miss itÉ)

 

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IV. DESSERT: Sweet Success Stories and Tips

Atlanta FLCW and Group Coaching Grad Builds ÒSharingÓ Network with Other Grads!

TIP: Web/SEO Pro Advises: Make Contact Forms Short and Sweet!

 

Okay, forgive a little self-promotion here about my group coaching program, but got this great update from budding Atlanta FLCW Jenny Munn (http://JennyMunn.com) who was in my February group coaching series, about what happened AFTER the series ended. This is where these series can end up go. Enjoy!

 

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As the month of our coaching drew to an end, a few participants expressed the desire to continue collaborating. One of them formed a small Yahoo group for those interested and about 8 of us signed up. WeÕre very active on the forum and share interesting links, courses, book recommendations, questions, and best of all, we critique each otherÕs client work. We bonded over the coaching and have formed a sort of Òbeginning copywriterÕs mastermind group.Ó It has been invaluable as I start my new copywriting business. Peter, thanks for helping bring together a community of us newbies!

 

Check out full details of the June series now enrolling (including new enhancements AND testimonials) at http://www.wellfedwriter.com/groupcoaching.shtml. 

 

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Great tip from Katherine Andes (http://www.andesandassociates.com), who contributed a two-parter to the E-PUB (http://www.wellfedwriter.com/ezine.shtml) in March/April. IÕm with her on this 100%. Make me work too hard to reach you and IÕll leave. Great advice for your own site or when advising clients on creating theirs. Sign up for KatherineÕs ÒEasy Web TipsÓ at http://andesandassociates.com/NEWSLETTER_LHPX.html.

 

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Some of my clients complain that almost no one fills out their contact forms on their sites. When I look at the contact form, I can see why: theyÕre simply too long. They may be asking perfectly valid questions for the business, but, remember: THE MORE PEOPLE HAVE TO TYPE IN A CONTACT FORM, THE MORE LIKELY THEY ARE TO ABANDON IT AND THE WEBSITE. 

 

This is especially true if you ask for a physical address and phone number. Visitors hate that. Sure it would be nice to have an address to build your direct mailing list, but your initial contact with a customer via a website is not the time and place to build a list. 

 

I REQUIRE ONLY ONE THING: AN EMAIL ADDRESS. Without it, a store or business canÕt reply. IÕll also include boxes for first and last names and comments. But those fields are optional. And for those completely Òcontact-form-averseÓ customers, display a simple click-through email address so they can write you directly.

 

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V. COFFEE, MINTS AND TOOTHPICKS

- Last Day to Save $200 on Kick-Butt 8-Session B2B Prospecting Webinar!

- GROUP COACHING! June Series Now Filling & Offers New Enhancements!

- 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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LAST DAY TO SAVE $200 ON KICK-BUTT 8-SESSION B2B WEBINAR – ÒThe ÔBusiness SideÕ of B2B Copywriting.Ó Three copywriting colleagues at the top of my ÒRespect/Trust ListÓ – Steve Slaunwhite, Pete Savage and Ed Gandia – have collaborated on this outstanding no-hype program designed to give you a powerful foundation in writing for the B2B market. If I were starting today, IÕd want to learn from these guys. Get all the details at http://www.awaionline.com/d2/virtualworkshop.

 

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JUNE GROUP COACHING (WITH NEW ENHANCEMENTS) NOW FILLING!

In the start-up stage of your commercial freelancing business? Looking for guidance, confidence and camaraderie? Check out Group Coaching June Series now enrolling! 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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