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!

 

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VOLUME 6, ISSUE 9 – SEPTEMBER 2007 (a little early, as I’m traveling on 9/1) 

 

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

http://wellfedwriter.com/teleseminar.shtml.

 

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

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

 

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ATTN: SAN DIEGO! Live All-Day Seminar on Writing White Papers, led by WP guru Michael Stelzner; 9/21. http://www.whitepapersource.com/cmd.php?Clk=2024594.

+ WP SURVEY (50% OFF): http://www.whitepapersource.com/cmd.php?af=348539

 

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

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

 

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MISSED MY 8/8/07 RADIO INTERVIEW on “BookTalk” with Gail Cohn? Check it out (and/or download it at no charge!) at http://www.radiosandysprings.com/booktalk.php

 

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I. APPETIZER: “SAFE” STRATEGIES FOR DEALING WITH DEADBEAT CLIENTS

Last Month’s Ill-Advised Topic Spawns FAR More Prudent Suggestions & Feedback

 

II. CRISP “FIELD” GREENS: MAKIN’ THE BREAK AND LOVIN’ LIFE!

CT FLCW Loves Her New At-Home Life With Kid, Happy Hubby, and Plenty of Work

 

III. MAIN COURSE: How Captain Picard Helped Me Be a Better Writer For My Clients

Denver FLCW Shares Technique to Boldly Go Where Clients Have Never Gone Before!

 

IV. DESSERT: Sweet Success Stories and Tips

Web Link: 3 Cornerstones to Developing an Effective Telephone Pitch

TIP: Seattle FLCW Gets Invite to “Meet-n-Greet,” Thinks, “Why Not Do My Own?”

 

V. COFFEE, MINTS AND TOOTHPICKS

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

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

- White Paper Industry Survey (Half Off!) + Live 9/21/07 San Diego WP Seminar!  

- 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?

 

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I. APPETIZER: “SAFE” STRATEGIES FOR DEALING WITH DEADBEAT CLIENTS

Last Month’s Ill-Advised Topic Spawns FAR More Prudent Suggestions & Feedback

 

As most of you know by now, in last month’s EPUB, I screwed up. I included a sample of a letter I suggested be sent to a client who’s not paying your bill (and for no good reason). My sincere thanks to FLCW Joseph Riden (Joseph@jriden.com) who quickly enlightened me as to the likely libel/slander that would come a writer’s way if he or she followed through on the letter’s stated intent: the let the word out that said company was apparently experiencing financial problems and should best be avoided. In the wake of my subsequent retraction of the ill-advised piece, I got a bunch of great feedback. Apologies to those whose notes I couldn’t include here. Here’s a sampling:

 

Joy Underhill (http://www.wordsbyjoy.com) wrote: “With larger projects, I prepare a proposal with this line: “Upon complete payment of services rendered by (my company), you (my client) will own the copyrights for all written materials produced under this contract, including but not limited to draft and final versions of copy.”

 

Jim Kelly (jim@bluerocketwriting.com) wrote: “Use www.complaints.com to email a complaint to the searchable index for posting in the public record, and the business in question can respond. Then email the customer and let them know what you’ve done.

 

Jeff Colburn (JeffColburn@CreativeCauldron.com) adds:

http://www.ripoffreport.com and http://www.clientchecker.com/index.jsp

 

Pamela Kock (pamela@wayswriter.com) included tips from writer Chris Parry, (400 completed projects on Elance.com, and been stiffed once), excerpted here:

1) Tell the buyer you require 50% up-front before starting. If they complain that they don't trust someone they've never met, you point to your feedback and ask if they think you're going to bail on that much of a track record. 2) If you don't have any feedback, increase your bid by 20% and offer them a 20% discount if they pay upfront. Never fails.

 

Morty Schiller (morty@mortyschiller.com) added some levity with this: “Peter: I can't recall where I read this, but some years back, I came across a unique defense for a stiffed copywriter. By U.S. copyright law, a writer ‘owns’ his or her writing unless it is a ‘work for hire.’ But a work for hire is only if you are paid. If you are unpaid, you are unhired! So a stiffed copywriter can sue for use of copyrighted material. I haven't verified it, but it makes sense.”

 

Steve Marshall (steve@StrongLanguage.biz) got to the crux: “How about ‘letting the word out’ that this client didn't pay a vendor? There's one absolute defense against libel: Truth. If it’s true, it’s never libelous, by definition. That’s been upheld in courts forever.”

PB: The key here is sticking to the facts (i.e., the client didn’t pay their bill, period), NOT getting into any derogatory editorial asides about the client, their business, etc.   

 

And Lisa Bastian (Bastianpr@aol.com) adds: “I have found that a collection agency works quite nicely. I have used once, and loved the results.”

 

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II. CRISP “FIELD” GREENS: MAKIN’ THE BREAK AND LOVIN’ LIFE!

CT FLCW Loves Her New At-Home Life With Kid, Happy Hubby, and Plenty of Work

 

Got this great piece from Rowayton, CT FLCW Mary Shaw (mary@shawcopy.com, www.shawcopy.com). In the January 2007 EPUB, I featured a piece from Mary http://www.wellfedwriter.com/ezine/jan2007.html) written as she was about to leave her job in September of 2006 (check it out at. Here’s an update. I think she likes her life.     

 

Hi Peter: I quit my full-time job as an agency web producer back in September 2006. 

My four year-old daughter had some health issues that needed close attention, my daycare provider decided to retire on short notice, and work was getting a little nutty. All signs pointed to quitting. I dreamed of working part time from home.

 

My life is so great now. Even when I’m on crunch projects like this week, my daughter can still snuggle up with me and my laptop on the couch.

 

I was inspired to enter this field by reading your books and Steve Slaunwhite's excellent “Start & Run A Copywriting Business.” Over the years I did a lot of writing as a project manager and was able to cobble together a modest portfolio. I also had several agency 

contacts and reached out to them. Much to my joy and surprise, they all wanted me to work for them as soon as possible! In fact, I completed my first paid assignment, a website rewrite, two weeks before leaving my job. I've been getting steady work from that client and two others ever since. I average about 15-20 hours a week, which is exactly what I want. I'm also building a large database of prospects for future work.

 

I cannot express how grateful I am to be able to do this. I would be missing out on so much time with my daughter if I were still working full time in an office. She's our only child and these are such precious years. My husband is also thrilled since my extra income takes some pressure off him. We're going to celebrate the first anniversary of my freelance career on October 1. Life is indeed great. Thanks again!

 

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III. MAIN COURSE: How Captain Picard Helped Me Be a Better Writer For My Clients

Denver FLCW Shares Technique to Boldly Go Where Clients Have Never Gone Before!

 

Got this MOST intriguing piece from Denver FLCW Joseph Coplans (joseph@inkstaininc.com, www.inkstaininc.com) about an innovative strategy for helping clients drop the standard knee-jerk use of corporate jargon in their marketing materials and help create fresher, more dynamic copy. In the process, we can reaffirm the value of the skills and insights we bring to the table. Cool stuff.  

 

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As writers, among the most important benefits we can provide to our clients is a fresh outsider’s perspective, and in the process, help them see their businesses in a whole new light. And when we do, our clients are thrilled and rejuvenated to discover a new perspective about what they do. We act as unconscious sounding boards, interpreting meanings, distilling messages, and perhaps using metaphors and stories to trigger emotions. We help them to “come from a real place.”

 

And that can mean using an invented voice to create a persona. I recently discovered a technique that enables clients to hear the sound of a person’s voice speaking the message of their company. How many times have your clients defaulted to the most LITERAL voice (i.e., “For the past 20 years XL1 Corp. has offered excellent service and matchless integrity.”) Oh, please.

 

So I’ll ask them: “Whose voice do you hear speaking to your audience about what you do?” The question catches them off-guard a bit. “Is it (use big names) James Earl Jones, declaring freedom for the universe?” They then look at me quizzically. “Is it Ellen Degeneres cracking up a million people with a soft-peddled wise-crack?” They smile. “Is it Howard Cosell?” NO! They yell.

 

A client once said, “I hear the voice of Star-Trek. That Shakespearian actor.” Captain Jean-Luc Picard? (Patrick Stewart) “Yes! That’s it! That’s voice I want!” What kind of car does Captain Picard drive, I asked. “Oh, it’s a Lexus. I see that clear as day.”

 

The association with Patrick Stewart enabled my client to interrupt the boring “corporate speak” that’s so ubiquitous on so many web sites today. It opened the door for a more imaginative voice for their company. And while that voice doesn’t necessarily form the content of the project, I’ve noticed it goes a long way to inviting the creation of a likeable persona for the voice of the project. And people buy from people they know and like.

 

I’ve noticed that many clients, when they can suspend the literal English-composition-influenced voice that so often drives their marketing copy, and replace it with a pop-culture voice they’re enamored with, they start to think about the potential and power of the message, and what it would sound like if spoken by somebody they know and admire. Their imagination opens up, their desire for safe ‘corporatespeak’ fades and they begin to think in a much more inspired way about their company goals and the image and message their company is projecting to their audience.

 

In addition, this process builds a bond between writer and client, with the client becoming much more of an ally dedicated to a unified cause. It allows them to feel like they’ve made a substantial contribution to the core of the writing. They love that. The follow-up to this technique? When you have finished copy, READ IT to them either over the phone or in person. It’s amazing how well that works. They think less about the red pen of corrections and more about this tangible persona, persuading them with truths about their company. Try it. It’ll make both of you look good!

 

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IV. DESSERT: Sweet Success Stories and Tips

Web Link: 3 Cornerstones to Developing an Effective Telephone Pitch

TIP: Seattle FLCW Gets Invite to “Meet-n-Greet,” Thinks “Why Not Do My Own?”

 

Piggybacking on last month’s discussion of cold calling, check out “3 Cornerstones to Developing an Effective Telephone Pitch” from raintoday.com at  http://www.raintoday.com/pages/2639_3_cornerstones_to_delivering_an_effective_telephone_pitch.cfm. Thanks to FLCW Katlin Smith for sending the link!  

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Got this great tip from Seattle FLCW Janice King (www.writespark.com). I’ve done the same thing as a breakfast (people love food on the house!) and as a great way of meeting a lot of people at once. Another variation? Invite various divisions of a big company – all of which could have their own copywriting needs. Have a graphic designer you work with? Bring him or her along, and sell people on your “one-stop-solution”!    

 

Peter: Usually I am in a position of trying to interest advertising and marketing agencies in talking with me as a potential freelancer -- an especially difficult task if they don't have an immediate need. But one Seattle agency recently held an end of the workday "meet and greet" reception, inviting freelance writers to come and get acquainted with staff and learn about their projects. It was an easy, relaxed way to connect with several key personnel in the agency, and even to meet other freelance writers who might be sources for cross-referrals.

 

Why wait for an agency to host such an event?  Get together with other FLCWs in your area and put on a gathering of your own, inviting agencies to come and meet all of the great talent in your town. It doesn't have to be fancy (although it does require food and drink to encourage everyone to stay awhile). And even if it doesn’t yield immediate new business, you will likely make valuable new contacts for later follow-up.

 

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V. COFFEE, MINTS AND TOOTHPICKS

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

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

- White Paper Industry Survey (Half Off!) + Live 9/21/07 San Diego WP Seminar! 

- 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!

Thanks to rough shipping that leave books a little banged up, and CDs with artwork snafus, I’ve got a decent supply of less-than-perfect versions of both at GOOD savings. Same great content (and even some added goodies, including signed books!). Check out books at http://wellfedwriter.com/orderwelltraveled.shtml and the “Cold Calls Without Fear!” CD at http://wellfedwriter.com/teleseminar.shtml.  

 

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

Every strategy, technique, tip, and success story from May 2002 to August 2006 in one KILLER easy-to-use 280-page ebook resource! New to the commercial game? Behind on your EPUB reading? Catch up fast at http://wellfedwriter.com/thebodabanq.shtml.

 

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NEW! White Paper Industry Survey (HALF-PRICE FOR EPUB SUBSCRIBERS!)

There’s BIG money in white papers! Check out the latest industry survey from WP guru Michael Stelzner. And at 50% off to WFW readers! (Plus a great bundle on all his stuff!) http://www.whitepapersource.com/cmd.php?af=348539.

 

ATTN: SAN DIEGO! LIVE WHITE PAPER WRITING SEMINAR: 9/21/07!

Live in or near San Diego? Interested in an all-day hands-on program about getting started in the lucrative white paper writing specialty, “Creating and Marketing Winning White Papers”? And led by industry guru Michael Stelzner? This program is filling up fast. Grab a seat at http://www.whitepapersource.com/cmd.php?Clk=2024594.

 

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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 2 Extra Bonuses!

Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising, Health Market and more! TWO Bonus CDS: http://www.wellfedwriter.com/awai.shtml.

 

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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.

 

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HOW CAN MY MENTORING SERVICE SERVE YOU?

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

 

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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.

 

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BIG THANKS!

THANKS again to Susan Cochran in Atlanta for her great editing/proofing prowess on the E-Pub. Need a good editor/proofreader? susan_cochran@mindspring.com, www.cochrancompany.com.