This month, I'm sending the E-PUB out on Wednesday to put some
time between Monday email blast, Election day, and today! Normal schedule will
resume next month.
Welcome to THE WELL-FED E-PUB!
The companion
monthly ezine to the quadruple-award-winning how-to
guide, ÒThe Well-Fed WriterÓ (http://www.wellfedwriter.com). 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 ÒFreelance
Commercial WriterÓ—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
11, ISSUE 11 – NOVEMBER 2012
Publishing
the first Tuesday of every month since May 2002
Read
it Online at: http://www.wellfedwriter.com/ezine/nov2012.html
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TERRIFIED
OF COLD-CALLING PROSPECTS? WANT A DIFFERENT WAY?
ÒWarm
Email ProspectingÓ is a proven, LOW-ANXIETY way to land clients faster, and more
easily and consistently. Ends Friday (11/9) at 6 p.m. EST,
so donÕt miss out! http://warmemailprospecting.com/dap/a/?a=189&p=www.warmemailprospecting.com/land-clients
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PARTNER
WITH DESIGNERS FOR A LOW-EFFORT FLOW OF WRITING JOBS!
Details
here: http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
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NEW 1-ON-1 COACHING PROGRAMS: SAMPLE/SITE REVIEW
& ÒSIDECARÓ!
Low-cost peace of mind and guidance: http://wellfedwriter.com/mentoring.shtml.
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Check out The WELL-FED
WRITER BLOG! Weigh in on Ò5 Reasons You ArenÕt Where You Want to Be as a Commercial FreelancerÓ; ÒWhy ArenÕt You Still
Working with that Client from 2008 (or Earlier)?Ó and more! http://www.wellfedwriter.com/blog.
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I NEED YOUR SHORT
(100-200 words) SUCCESS STORIES for the E-PUB!
Landed a great client?
Had a successful marketing campaign? Done something else that boosted your FLCW
income? Send them to peter@wellfedwriter.com.
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THIS
MONTHÕS MENU:
I. APPETIZER: REFLECTIONS OF A HAPPY
ÒCOLD CALLERÓ! (ITÕS TRUEÉ)
Yours Truly Hits the Phones, Has Fun,
Makes New Friends, Stirs Up Business!
II. ÒFIELDÓ GREENS: THE CAB-DRIVING,
PIZZA-DELIVERING COPYWRITER!
Vancouver (BC) FLCW Does What It
Takes to Follow His Writing Passion!
III. MAIN ÒMEATÓ COURSE: ATTRACTING
NEW CLIENTS VIA EMAIL MARKETING
NY FLCW Serves up the Nitty-Gritty on a Strategy that Keeps
the Phones Ringing!
IV. DESSERT: A Sweet Success Story/TIP Combo!
Aussie FLCW ÒWarm CallsÓ By Invoking Past Affiliation and
Sees Doors Open!
V. COFFEE, MINTS AND
TOOTHPICKS
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS ALL COURSES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
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I. APPETIZER: REFLECTIONS OF A HAPPY
ÒCOLD CALLERÓ! (ITÕS TRUEÉ)
Yours Truly Hits the Phones, Has Fun,
Makes New Friends, Stirs Up Business!
Guess what IÕve been doing lately? Cold callingÉ;) ThatÕs
right. Had a few clients go away for various reasons, and thought IÕd hit the
phones and stir things up a bit. Given how often and hard I beat the drum for
this particular prospecting strategy, least I could do is practice what I
preach. AND, offer up a few firsthand (yes, anecdotal) reflectionsÉ
1) EveryoneÕs really nice: Seriously. I only rarely even get
a Òneutral.Ó I always reference the list where I found them, as a point of
identification. I had plenty of people say, ÒThanks for the call!Ó One reason
IÕm getting a good reaction is because IÉ
2) Speak slowly, slower than normal speech. I modulate my
voice to sound relaxed and low-key—like IÕm just enjoying meeting some
new people (which I am). And I smile when I talk – people can ÒhearÓ a
smile. I AM relaxed, largely because IÉ
3) Use a Script: I know exactly what IÕm going to say, and
say the same thing every time. ItÕs far easier to relax and go with the flow of
a conversation when you know your lines.
4) Call Tuesdays-Thursday. DonÕt bother calling on Mondays.
People arenÕt paying attention. Tu-Th, from around 10
to noon, and then in the afternoon from 2-5, seem to be ideal. I did call on
Friday a.m., but got more voice mail then. Speaking of whichÉ
5) Mornings are better. I reached more then than the afternoons
(when deadlines get closer). I was actually pretty surprised in general at how
many people I actually reached vs. getting voicemail (~1 of 3). CanÕt guarantee
you the same, but I just scoff at the knuckleheads who say, ÒNo one answers
their phone anymore.Ó Plus, IÕm tapping...
6) The Law of Averages: IÕve made ~140 calls in the past few
weeks, and IÕm seeing that odd but welcome dynamic playing out: Suddenly, IÕm
getting calls for work from OTHER clients I havenÕt called (or heard from in a
while). If you look at calling (or any sizable ÒoutreachÓ effort) like an
energy flow, itÕs like that flow is coming back. The goal should always be to
have SO many ÒpossiblesÓ cooking, that some have to
pan out.
IÕve booked two meetings, and plenty have told me to stay in
touch. All in all, a successful outing. And get this: IÕve asked all of them
how often they hear from copywriters. Overwhelmingly? Hardly ever! Just sayinÕÉ On that happy note, letÕs eat!
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II. ÒFIELDÓ GREENS: THE CAB-DRIVING,
PIZZA-DELIVERING COPYWRITER!
Vancouver (BC) FLCW Does What It
Takes to Follow His Writing Passion!
Got this
wonderful success story—full of lessons—from Vancouver, BC FLCW
Angus Lynch (angus@writecopy.net,
www.writecopy.net).
IÕll let Angus tell it. Enjoy!
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Peter: In 2008
IÕd just finished a business degree and was naively sizing up employment
options. Then the financial collapse hit. My job search went nowhere fast, so I
assumed the dual profession of pizza guy and cab driver. I was 23 years old.
ThatÕs when I
came across the term ÒcopywriterÓ in a Google search. I formed a crude version
of a freelance business, and soon was searching out jobs over networks like Elance and Freelancer.com (not recommended). The first few
months are all about building your portfolio, and I did three separate pro-bono
assignments to help things along. Thankfully, I kept both my pizza and cab
jobs.
Then I got
lucky. A college friend snagged a gig with the 2010 Vancouver Olympics (VANOC),
and tipped me off to an eight-month position as ÒPublications Coordinator.Ó I
used my writing portfolio (and his reference) to get the gig, and moved to
Vancouver. VANOC not only helped sharpen my skills; it gave me some excellent
samples.
When the
Olympics ended, I wasnÕt quite sure whether to pursue freelancing or go a
different way. ThatÕs when I came across TWFW, and a week later I was devouring
the first two editions. IÕd started driving a cab again to pay the bills, and
would bring the books on my shifts to read in between fares.
I attacked cold
calling full-force. Vancouver is home to tons of boutique marketing and advertising
agencies, so I had plenty of prospects. And by the way, calling marketing
agencies is easy because theyÕre quite familiar with copywriters. The goal is
to get a name and an email address so you can send your portfolio. ThatÕs it.
Within six
months, I was self-sufficient, and felt a sense of accomplishment unlike
anything IÕve felt before or since. I even had to hire friends to help me when
the workload got too heavy.
At the
beginning of 2012, the isolation of freelancing caught up with me, but once
again, I used my portfolio to snag a part-time position as a copywriter at a
technology firm here in town. I now split my time 50-50 between freelancing and
in-house work.
I nearly gave
up several times, but your books always kept me going. TheyÕre incredible
resources that prepare you for all the hurdles, big and small, that youÕll run
into along the way. The original WFW sits beside me as I write this, stuffed
full of sticky notes!
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III. MAIN ÒMEATÓ COURSE: ATTRACTING
NEW CLIENTS VIA EMAIL MARKETING
NY FLCW Serves up the Nitty-Gritty
on a Strategy That Keeps the Phones Ringing!
For those who hate the idea of cold calling, got this
wonderfully useful piece on email marketing from Wesley Hills, NY FLCW Alan Zoldan (http://a2zmicromarketing.com).
AlanÕs a seasoned pro who knows how to keep his pipeline filled. We can all
learn a LOT from him. Read and heed!
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A mentor once cogently explained the difference between
sales and marketing. Sales was when a person knocks on doors or calls up people,
in order to turn prospects into customers. Marketing was when you enticed those
prospects to call you.
These days, I get that to happen via periodic (every two
months) emailing to a carefully compiled list: Creative Directors, Marketing
Directors, graphics designers and web designers. My emails are short,
creatively illustrated, and not all about selling ÒmeÓ (such a one-note message
would turn people off—especially when received again and again).
So, whether itÕs a picture that cleverly plays off of my subject
line, or some interesting trivia, I try to be entertaining. And it seems to
work. Almost all of my non-referred new business has resulted from this strategy—and
at an almost negligible cost!
Is it spam? I believe not. My
admittedly non-legal opinion? I am, in effect, "applying" for
work. I feel itÕs legit to approach another business with a service theyÕre
likely to need. Secondly, my
recipients are free to opt out at any time—and I state that clearly at
the bottom of every email. Moreover, I never rent or sell my list. Finally, all
the names come from directories, phonebooks, blogs, and other public
sources.
Perhaps the proof is in the pudding: I have
received only two accusations of spamming over eight years—out of
many thousands of emails sent. The vast majority, however, continue to get my
e-promos, and more than a few have told me they enjoy and appreciate
my a2zmicromarketing promos—so much so, that they are already sold
on my qualifications by the time we actually talk!
Think about that—people who have been sufficiently
impressed by my copywriting and self-marketing ability so that they actually write
back or pick up the phone. The replies are not always about work; sometimes
itÕs just a note of praise—ÒGreat email, Alan! I have no immediate need,
but I will definitely keep you in mind.Ó
And once I hear from a prospect, that notches up the level
of our relationship. I can refer to the fact that we corresponded. I might even
pick up the phone!
Every marketer knows that frequency is a key component of
any promotional campaign. You have to hear about it again and again and again before
you might be moved to act. In
todayÕs world of communications overload, where out of sight means out of mind,
your regular emails can be the sure cure. And getting a low/no response doesnÕt
mean your efforts have been in vain. YouÕre sowing seeds—seeds that may
take years to become fruitful clients. So itÕs worth cultivating some patience
as well.
Some tips for more effective e-marketing:
1) BE EXCEPTIONALLY INTERESTING. If all youÕre doing is
selling your services, you will wear out your welcome fast. Besides, thatÕs
what everyone else is doing, so you donÕt want to be buried in that pile of (yawn) also-ranÕs.
Write a clever subject line. Use an eye-grabbing photo. Think differently.
2) MIX IT UP. Try different approaches, but dare to let your
own personality shine through. Dare to be innovative, off beat, and intriguing.
You canÕt be all things to all people, so why even try? Part of the fun of
being your own boss is that you get to represent yourself any which way you
want.
3) MAKE YOUR LIST AN ÒA-LIST.Ó For me, thatÕs
Creative/Marketing Directors and graphic/web designers. Do your homework.
Research relentlessly—phone books, LinkedIn, industry directories, trade
journals, etc. Full Disclosure: in developing my own mailing list, I have
been known to pick up the phone – not to cold call anyone, but
merely to request the name and email address of the Creative Director,
Marketing Director, etc.
Happy planting!
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PB
NOTE: Speaking of email marketing, donÕt forget to check out Ed GandiaÕs solid ÒWarm Email ProspectingÓ program, which
promises to help you land clients faster, more easily and more consistently
– minus the fear and anxiety. Get all the details at: http://warmemailprospecting.com/dap/a/?a=189&p=www.warmemailprospecting.com/land-clients. Program closes on Friday
11/9 at 6 pm EST, so donÕt miss out.
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IV. DESSERT: A Sweet Success Story/TIP Combo!
Aussie FLCW ÒWarm CallsÓ By Invoking Past Affiliation and
Sees Doors Open!
Got this very cool combo tip/success story from Western
Australia FLCW, Mark Schneider (mark@westernwriter.net,
www.westernwriter.net).
In this issue, weÕve talked about cold calling (mine and Angus LynchÕs in the
GREENS course), and email prospecting (Alan Zoldan),
and now weÕll touch on warm cold calling. So as Mark did here, make sure to capitalize
on every advantage you have!
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Cold calling works, no doubt about that, but one thing IÕve
recently discovered is that Òwarm callingÓ works wonders!
IÕve recently returned to freelancing after spending a year
in one of those strange ÒjobÓ things. Like many of you, I found the regular
9-to-5 grind just wasnÕt me, though I learned a lot about the urban development
industry in the UDIA, the industry organization I worked for, and made a lot of
excellent contacts.
When I returned to freelancing I put them to good use by
phoning all 200-odd members of the organization, and the results have been
very, very encouraging.
Just by mentioning the UDIA, I immediately got a warm and
receptive response to my call. ItÕs still early days, but IÕve already picked
up a number of good clients and put in quotes for work for many more.
IÕve discovered itÕs BRILLIANT for getting past the
gatekeepers. When the oh-so-efficient receptionist asks one of those questions: ÒAh yes, and why are
you calling, please?Ó or ÒAnd who are you calling from?Ó I just answer: ÒI used
to be the communications manager with the UDIA.Ó
For some strange reason they always put me through to the boss. It probably helps that I sometimes
mumble the Òused to beÓ bit, but it hasnÕt failed me yet.
If you have prior contacts and experience in an industry,
itÕs worth wringing every drop of value you can from them!
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V. COFFEE, MINTS AND
TOOTHPICKS
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS ALL COURSES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
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MORE WORK WITH LESS EFFORT? New Ebook Serves Up the ÒHow-ToÓ!
ThatÕs not hype. ItÕs how my business has worked for the
better part of 18 years, thanks to some juicy partnerships with graphic
designers. The result? 1-2 jobs virtually every month with little or no effort
on my part. And I put all the how-to details down on paper. Check it out at http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
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IÕM
SERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
Got a great strategy,
approach or specific expertise youÕre willing to share? Turn it into a Feature
(MAIN COURSE) for the EPUB (500-600 words; query first). ALSO, send your ÒGREENSÓ
(200-300 words), TIPS (150-200) and SUCCESS STORIES (100-300) to peter@wellfedwriter.com. Archived issues at http://www.wellfedwriter.com/ezine.shtml.
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The
WELL-FED WRITER BLOG is RockinÕ! http://www.wellfedwriter.com/blog
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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 MULTIPLE MENTORING PROGRAMS SERVE YOU?
For details and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
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