The WELL-FED E-PUB - November 2007

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!

*****************************************

VOLUME 6, ISSUE 11 – NOVEMBER 2007

*****************************************

“DINGED” BOOKS/CDs FOR LESS! Save a bunch on less-than-perfect products (but the same great content!) at http://wellfedwriter.com/orderwelltraveled.shtml (books) and

http://wellfedwriter.com/teleseminar.shtml (CDs).

***************************************

BLOWOUT SALE ON “WELL-FED WRITER” T-SHIRTS & SWEATSHIRTS!

T-Shirts: $5 (+ $5 S/H) and Sweatshirts: $8 (+ $6 S/H). Details in Dessert, and visit http://www.coolstuff4writers.com/ (then, “Our Cool Stuff’)

***************************************

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

Limited Time! Details: Dessert and http://wellfedwriter.com/thebodabanq.shtml.

****************************************

9/21/07 WHITE PAPER SEMINAR NOW AVAILABLE ON DVD!

Details in Dessert & at http://www.whitepapersource.com/cmd.php?Clk=2024594

****************************************

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

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

****************************************

I. APPETIZER: FEEDBACK ON “R-E-S-P-E-C-T” PIECE; WORKS BOTH WAYS?

If WE Keep a Client Waiting, Are They Entitled to Compensation?

II. CRISP “FIELD” GREENS: WORKING TRADE SHOWS FOR LEADS & PROFIT

Atlanta FLCW Leverages Client Press Pass into Job, Leads, and Client PR!

III. MAIN COURSE: AVOID WRITING UNNECESSSARY PROPOSALS!

Aussie Sales Trainer Shows How to Qualify Prospects Before Wasting Time!

IV. DESSERT: Sweet Success Stories and Tips

MA FLCW Reaffirms Power of Cold Calling, Suggests “Target Titles” to Call!

TIP: Jackson, MS FLCW Offers Two Juicy Calling-List-Building Resources

V. COFFEE, MINTS AND TOOTHPICKS

- “DINGED” Books/CDs for Less – Same Content, BIG Savings!

- BLOWOUT SALE ON “WELL-FED WRITER” T-SHIRTS & SWEATSHIRTS!

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

- Live White Paper Seminar Now Available on DVD!

- 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?

****************************************

I. APPETIZER: FEEDBACK ON “R-E-S-P-E-C-T” PIECE; WORKS BOTH WAYS?

If WE Keep a Client Waiting, Are They Entitled to Compensation?

Got some great feedback on the Appetizer I ran last month about respecting yourself by demanding respect from clients. The piece centered around an episode where I was kept waiting 35 minutes for scheduled client interview, and automatically added that time to my bill (piece archived at http://wellfedwriter.com/ezine/oct2007.html). One of the “feedbackers,” my friend Paul Chimera of Buffalo (chimera1@verizon.net), brought up a good point in his note:

“Loved your piece on the client who kept you waiting 30 minutes. Do you think we're duty-bound when it cuts the other way?

“The other day I was to call a client’s client at 2 p.m. I got so engrossed in a project, that at 2:40 p.m., my client calls: “Paul! Joe Blow’s waiting for your call!” Yikes! I’d totally lost track of time and place. Not wanting to make up any excuses, I told him the unvarnished, candid truth: I damn well lost track of time and forgot to call the guy.

“Of course, I was mortified. I dialed up the gentleman with lightning speed, and proffered a mea culpa, to which he responded most graciously. In fact, after the call, he phoned my immediate client to say how pleased he was with how our conversation went.

“But should I deduct his waiting time from MY bill, as recompense for my screw-up? Shouldn’t this kind of thing cut both ways?”

My reply (tweaked a bit from the original): Yes, compensation is due, and for lack of another objective standard, we have to put the same value on their time as on ours. That flip side, TOO, is all part of being a professional – taking responsibility for our mistakes (intentional or not), just as we’re demanding of our clients. It’s only fair.

It’s akin to the scenario where you’ve estimated X$ for a project, and you end spending more time than you’d planned, out of no fault of the client, but simply because you didn’t ask enough questions to get accurate parameters. In that case, you eat those hours, and chalk it up to the learning curve (of course, if THEY expand the scope of the project after you begin, then you’re back on the clock for those added tasks).

And here’s the thing: in a perverse sort of way, if you DO have to compensate a client for a mistake, or eat some hours due to flawed estimating, those actions will reaffirm your sense of professionalism just as much as the ones that directly benefit you. Two sides of the same coin. Let’s eat!

****************************************

II. CRISP “FIELD” GREENS: WORKING TRADE SHOWS FOR LEADS & PROFIT

Atlanta FLCW Leverages Client Press Pass into Job, Leads, and Client PR!

Got this great story from Atlanta FLCW Polly Wade (polly@pollywade.com, www.pollywade.com) about a mighty creative networking strategy that bore fruit for both her and her client. This is called “using your head.” Check it out.

****************************************

Peter: I have an Ohio-based client who came into town for an industrial trade show. He wasn't intending to do much on the editorial end, but I offered to seek out a few editors on his behalf in exchange for a pass into the exhibit hall – a networking bonanza that can be quite expensive. I did an hour of pre-show research on what publications would be there and another hour at the show for my client, pitching feature story ideas to the appropriate editors. The result? For two hours of work, my client will have a case study featured in a prominent industry trade pub (a piece I’ll write for a nice fee), and I got the opportunity to work the floor and introduce myself to hundreds of other potential clients – an opportunity I couldn’t have afforded otherwise.

Keep in mind that firms exhibiting at trade shows are there for their own prospecting, so be respectful of their time. My strategy is to walk the floor and scout out potential clients that fit a specific criteria (I prefer manufacturer vs. service organization), then stroll slowly and look for conversation openings. I usually open with something I have in common with a particular industry or hometown ("I once wrote an article on a similar product for ___ magazine" or "I'm a big Browns fan") and engage in a casual chat. Since I have company credentials from the client, I'm usually asked about my client's industry. I share a nugget or two, then mention I'm their "press representative" and do my own writing for industrial markets. I can tell pretty quickly if they don't want to be bothered, then I can gracefully exit. But my casual openings often turn into longer conversations. I try to walk the floor during slower times, so I'm not competing with their potential customers. Not bad, eh?

****************************************

III. MAIN COURSE: AVOID WRITING UNNECESSSARY PROPOSALS!

Aussie Sales Trainer Shows How to Qualify Prospects Before Wasting Time!

I came across Tessa Stowe (based in Sydney, Australia, via about 10 other exotic locales; contact@salesconversation.com) on the web a few months ago, and just loved her ideas in general and this piece in particular. According to her site, “I teach small businesses owners and recovering salespeople 10 simple steps to turn conversations into clients without being sales-y or pushy.” Sounds pretty useful to me. Sign up for her complimentary newsletter full of tips on “how to sell your services by just being yourself” at www.salesconversation.com. This piece addresses a common mistake made by many FLCWs who don’t examine a client’s motivations before investing non-billable time in chasing rainbows. Read and heed.

****************************************

DON’T WRITE THAT PROPOSAL UNTIL YOU ASK THE 'MAGIC QUESTION'

Have you ever had a potential client ask you to write a proposal or give a presentation only to respond with "Thank you for doing this and we'll get back to you at some time in the future if we decide to do something"? All that wasted time for nothing.

If you knew that would be their response, would you have written the proposal? So how do you find out where they stand? Simple. Ask them the 'magic question' before you spend time and money preparing the proposal.

The 'magic question' is magical for two reasons: 1) it transports you both into the future (to the time when they have received the proposal you have yet to write) and, 2) much of the need for writing the proposal will vanish after you have asked this question.

So what is this 'magic question'?

“Imagine that you've read my proposal and, without a doubt, the solution proposed is a perfect fit for what you want. What would happen next?"

Let's suppose their response to the 'magic question' was one of the following:

"I’d discuss it with my manager (partner, etc.) to see if they want to move ahead."

"We'd assess it along with everything else we’re doing now and decide on priorities."

"I'd need to make sure that the costs are within our budget."

These answers will tell you that writing a proposal is not really the next best step and may, in fact, not be necessary at all. So for the time being at least, the need for writing a proposal has vanished (magical!). Instead, the best next steps could be:

1) Meet with the manager (partner) as they appear to be involved in the decision-making process. Who else is?

2) Ask a lot more questions to find a compelling reason for why they should solve this problem now. If you can't find a compelling reason, chances are good they won't be doing anything.

3) Discuss your pricing range for a project of the described scope to confirm it is within their budget.

Depending on the outcome of these next steps, it may become obvious that this is not a qualified prospect, or that you need to meet with more people and ask a lot more questions before writing a proposal.

Make it a rule that you only write proposals if you know in advance what they are going to say after they have read your proposal and are happy with the proposed solution. It’ll save you time, money, and hassle!

****************************************

IV. DESSERT: Sweet Success Stories and Tips

MA FLCW Reaffirms Power of Cold Calling, Suggests “Target Titles” to Call!

TIP: Jackson, MS FLCW Offers Two Juicy Calling-List-Building Resources

Got this note from Wellesley, MA FLCW Peter Jacobs (peter@wordsthatspeak.com, www.wordsthatspeak.com) – echoing my broken record about cold calling. The tune hasn’t changed. You may not want to hear it, but the good news is that it works. Peter also offers some great suggested categories of folks to call. Following that, and speaking of cold calling, here are a few cool list-building tips from Jackson, MS FLCW Chris Custer (www.custerwriter.com).

****************************************

Peter: I want to confirm your endless admonitions about cold calling. Yes, it does work, especially if you have a website to which you can refer prospects. The vast majority of the time you'll get voice mail, but nothing wrong with that - just leave your message and the URL so they can check it out at their leisure if interested. Many do!

In a prior life, I worked in direct marketing, so I know that cold calling (and any other form if direct marketing) is truly a numbers game - provided you have something worthwhile to sell and a convincing presentation. The buyers are out there, you just need to find them. For FLCWs, finding the right person in each organization is a big part of the challenge. Consider VPs of marketing, corporate communications, investor relations, and training; or marketing communications directors, editorial directors, internal and external communications managers, managing editors, etc. Potentially, all may occasionally need writing support, and most prefer a URL link.

****************************************

Peter: The cold calling is going well. Just thought I’d pass along two resources I’m using to quickly build calling lists in case anyone else could use the info.

1) Whitepages.com: the neat thing about this site? Do a category search in a particular city or state, and each result has a clickable link that automatically downloads the contact info into Outlook. It takes about 10 minutes to build a 50-name list. Then you can use Outlook to sort into phone sheets and manage your follow-up.

2) Yahoo Finance (http://finance.yahoo.com): When you click the “Investing” and then “Industries” tabs, you can navigate to a complete industry list. From there you can drill down to thousands of public and private corporations by sector, each complete with company address and switchboard number.

****************************************

V. COFFEE, MINTS AND TOOTHPICKS

- “DINGED” Books/CDs for Less – Same Content, BIG Savings!

- BLOWOUT SALE ON “WELL-FED WRITER” T-SHIRTS & SWEATSHIRTS!

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

- Live White Paper Seminar Now Available on DVD!

- 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?

*****************************************

“DINGED” BOOKS/CDs for Less – SAME Content, BIG $avings!

I’ve got a decent supply of less-than-perfect versions of books & CDs at GOOD savings. Check out books at http://wellfedwriter.com/orderwelltraveled.shtml and the “Cold Calls Without Fear!” CD at http://wellfedwriter.com/teleseminar.shtml.

*****************************************

BLOWOUT SALE ON “WELL-FED WRITER” T-SHIRTS & SWEATSHIRTS!

http://www.coolstuff4writers.com is closing out “Well-Fed Writer” T-Shirts & Sweats. Pay just $10 for T-shirts (SHIPPED vs. $16 reg.) and $14 for Sweatshirts (SHIPPED vs. $24 reg). Supplies are limited so get moving! Note: the shopping cart on the web site isn’t the most user-friendly. It’s being fixed, but be patient if you’re making a purchase!

*****************************************

NEW! 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.

*****************************************

9/21/07 WHITE PAPER SEMINAR NOW AVAILABLE ON DVD!

Missed Mike Stelzner’s recent live all-day white paper seminar? It’s now available on a

4-disc DVD program! Details: http://www.whitepapersource.com/cmd.php?Clk=2024594

*****************************************

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

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

*****************************************

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.

*****************************************

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.

*****************************************

HOW CAN MY MENTORING SERVICE SERVE YOU?

For details and testimonials, visit www.wellfedwriter.com/Mentoring.shtml.

*****************************************

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.

*****************************************