THE WELL-FED E-PUB - September 2009

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 8, ISSUE 9 – SEPTEMBER 2009

Publishing the first Tuesday of every month since May 2002 (except this ONE month)

Read it Online at: http://www.wellfedwriter.com/ezine/sept2009.html

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"THE WELL-FED WRITER," 2009 EDITION – NOW AVAILABLE!

368-page beauty includes heavily updated content of BOTH original "Well-Fed Writer" titles. FR.EE e-Bonus & U.S. Shipping. http://www.wellfedwriter.com/ordertwfw.shtml.

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COPYWRITING SUCCESS SUMMIT 2009 COMING IN OCTOBER!

12 Original Sessions (TWO by yours truly), Top Names in Commercial Copywriting, Live Online Event, 40% Off Now (but not for long): http://www.copywritingsummit.com/pb

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F.R.E.E. WEBINAR EVENT ON SEPTEMBER 17^TH !

"GENERALIST vs. SPECIALIST: Which Is Better in a Tough Economy?" Peter Bowerman vs. Michael Stelzner ("Writing White Papers" author) in head-to-head event! Get pros and cons of each path from the pros. Stay tuned for registration details!

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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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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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THIS MONTH'S MENU:

I. APPETIZER: A CONVENTION, a COLLECTION and a CORRECTION

Copywriting Summit, Top 10 Tips from 10 Top Writers, "Oops" on 09/09 Barter Article

II. "FIELD" GREENS: THE UPSIDE OF THE DOWNTURN

New Zealand FLCW Finds Economic Downturn Boosting Her Business!

III. MAIN COURSE: FROM ONE CLIENT TO THE "GOLDEN GOOSE"

MA FLCW Serves Up the "How-to" on Turning Small Jobs Into Steady Clients

IV. DESSERT: Sweet Success Stories and Tips

New FLCW Snags "Hot" Prospect, GETS Snagged for 3-Hour Meeting!

TIP: OH FLCW Shares Cool (and FR.EE) IABC Membership Offer in September!

V. COFFEE, MINTS AND TOOTHPICKS

- 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: CONVENTION + COLLECTION + CORRECTION

Copywriting Summit, Top 10 Tips from 10 Top Writers, Correction on 09/09 Barter Article

Scored your seat for Copywriting Success Summit 2009 yet? I challenge to show me a stronger lineup of educational sessions focused on OUR field of commercial freelancing for the price anywhere. 12 sessions (2 from moi) of ORIGINAL content from the top names in our industry, live and online, recordings/transcripts of all sessions, interactive forum, 40% discount, and much more. http://www.copywritingsummit.com/pb.

Speaking of the top names in our industry, check out:

HOW TEN OF AMERICA'S TOP WRITERS KEEP THE MONEY FLOWING IN  

#1: STOP BILLING BY THE HOUR: "Pricing projects by a fixed fee, NOT BY THE HOUR, increases your chances of landing the job. Don't say, 'My fee to write your e-newsletter is $75 per hour.' Say, 'My fee to write your e-newsletter is $800.'"-Steve Slaunwhite, author of "Start & Run a Copywriting Business."

#2: WRITE ABOUT YOUR TARGET INDUSTRY: "Identify some of the biggest names in your target industry. Interview a few of them, create a great article and shop it to a few major online or offline publications. The free press will help you gain exposure and be read by an audience of prospective clients. Plus, the experts will be happy to help you again in the future."-Michael A. Stelzner, author of "Writing White Papers."

#3: STAY TOP OF MIND BY KEEPING IN TOUCH WITH CLIENTS: "It doesn't matter how good a job you did for a client before. When even a little time has passed, if you're out of sight, you're out of mind. Pick a way to stay in touch-by phone, personal email, newsletters or social media. Doing so may even remind clients they need to get started on a project--and they'll call you."-Casey Hibbard, author of "Stories That Sell."

For the other 7 tips, visit: http://www.whitepapersource.com/cmd.php?Clk=3231162.

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In the wake of last month's GREENS piece ("GOT BARTER?" archived at http://www.wellfedwriter.com/ezine/aug2009.html), I got a handful of notes from concerned readers, including the writer of the article. The article said, "[Barter] reduces taxable income." Not accurate, said one reader, who wrote: "Bartered services are fully taxable under the Internal Revenue Code. Paragraph 797 states, in part, 'The value of bartered services must be included in gross income.'"

He went on to read my mind, adding, "It's true. The snakes would steal the coins from a corpse's eyes." The writer of the piece added, "Under $600 does not have to be reported to the IRS by the employer but the person who earned the income is supposed to report every dollar earned." Another reader added, "I think it is one of the reasons we may need to revolt." Amen to that.

As most pointed out, this is an arena where, in reality, most of the time, it flies under the radar (um, yeah), but for the record, I am NOT recommending that. Never. So. I've been corrected and am sufficiently chastened.

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II. "FIELD" GREENS: THE UPSIDE OF THE DOWNTURN

New Zealand FLCW Finds Economic Downturn Boosting Her Business!

Got this uplifting update from Auckland, New Zealand FLCW Claire Smith (claire@evolutioncopywriting.co.nz, www.evolutioncopywriting.co.nz) about the economic downturn and how she's used it to her advantage. Enjoy!

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Over the past 18 months, the recession has really begun to hurt a lot of businesses in New Zealand. A lot of people have lost their jobs and a good number of businesses have had to close down. Yet, as a copywriter I've found that business is as good as ever and I know many of my associates are finding the same thing.

I believe the main reason is because businesses have to market themselves more efficiently than ever before. I've noticed an increase in the demand for optimized web copy, which is probably a reflection of the need to make every word work harder than ever before. It's not good enough just to be present on the web, businesses know they need to be ranking highly and have content that translates to sales.

Another reason that copywriters are getting more work is because of an increase in self-employment; a good number of people who have lost their jobs are starting businesses rather than join the ever-increasing job queue. These newly self-employed folk often need copywriters to help set up websites and write marketing materials. I love this type of work because there are usually lots of writing jobs that need to be done and I enjoy working with small businesses.

I feel extremely lucky I'm in a position where I'm the master of my own destiny and don't have to worry about the threat of job loss that so many others around me are facing.

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III. MAIN COURSE: FROM ONE CLIENT TO "GOLDEN GOOSE"

MA FLCW Serves Up How-to on Turning Small Jobs Into Steady Clients

An excellent piece on leveraging existing client relationships from friend, author and MA FLCW Shel Horowitz (http://shelhorowitz.com), who's run a copywriting and strategic marketing business since 1981. His seventh book is "Grassroots Marketing for Authors and Publishers": http://www.grassrootsmarketingforauthors.com. Shel works primarily with authors but his principles will map on nicely to most small businesses.

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So your marketing's paid off and you've landed a client. Congratulations! But rather than having to go back out and chase more business, wouldn't you like to have that client come back for more, again and again? Wouldn't you rather spend your time and energy on the next paid assignment instead of on marketing hard to bring in the next one?

Good news! You can easily do this. I do it all the time.

The trick is to be a strategic thinker on your client's behalf; it's amazing how many opportunities crop up when you do this. Let me walk you through the process.

Let's say a new client contacts me to write a press release. Many of the press releases I write are for authors and publishers, promoting their books, so we'll look at that scenario. Typically, the initial press release earns me $175 to $350. But, I'm going to write a press release that blows the doors off anything they've done themselves in the past – something that makes the client him/herself want to go out and buy the book at retail.

But either during or at the conclusion of the first project, I go into strategic mode, and I come back to the client with questions and suggestions such as:

1) In this press release, we went for angle X and audience A. I think you could also be talking to audiences B, C, and D, with angles Y and Z. Would you like me to work something up for those?

2) When I went to your website, I noticed that the copy on these pages (specify) is pointing to this kind of message. I think this alternate message (describe) could be a lot stronger. I can help you with that if you'd like.

3) Looking at your topic, have you ever thought about a series of books or related information products that would cover these additional angles? It's often much easier to market a series than a single stand-alone book.

4) Your book has the potential to reach many types of audiences outside bookstores. Would you like me to work up a marketing plan that explores this?

I particularly like that last one, because not only will I earn the $525 or so to do the plan, but there's likely to be additional work writing individualized brief pitch letters, web pages, sell sheets, long-form direct-mail letters, positioning statements, proposals, and so forth to carry it out.

Of course, this kind of approach works outside the book industry, with any product or service. Invariably, there are opportunities that the client has left sitting on the table. It's just a matter of identifying those opportunities, and being there to provide the resources to go after them. Both you and the client are better off as a result, and you actually increase your value in the client's eyes. Now, you're not just a service provider but a key strategic planning partner.

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IV. DESSERT: Sweet Success Stories and Tips

New FLCW Snags "Hot" Prospect, GETS Snagged for 3-Hour Meeting!

TIP: OH FLCW Shares Cool (and FR.EE) IABC Membership Offer in September!

Got this note sometime back from a relatively new FLCW out west, and responded back with my thoughts. Full thread below. Easy mistake to make when starting out. After all, you're excited to get a "hot one" on the line. But remember, you're a professional, not a doormat. Reed and heed.

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Hi Peter: I ran into an interesting situation yesterday. I had a meeting with a potential client (who I found through cold calling!). Made the appt. for 2:00, get there and find out the guy wants me to meet with 4 different people – all separately! I ended up being there for over 3 hours. The meeting ended with, "We'll be in touch if we have a project for you." Okay, fine – that's the name of the game in this business. However, what's a tactful way to let a potential client know that they can't just have unlimited meeting time with you for free? Is it valid to tell them something like: " I offer a free one-hour initial consultation to discuss potential projects" when they schedule the meeting with you?

PB: You should always put parameters around a meeting, and always shoot to meet everyone at once. It's obvious they have a skewed perception of the value of your time (i.e. theirs is far more important than yours). It's totally fine to limit the initial say, 1-hour free consultation – especially if you can determine (by asking) if they have anything immediately on tap or if this will just be a meet-n-greet exploratory session.

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Mark Keating (markkeating@aim-write.com, www.aim-write.com), a Cleveland, OH FLCW, sent me this about a cool membership offer from IABC, one of the premier national communications organizations, and one worth considering. Check it out.

Peter: I found this on the Cleveland chapter of IABC's (International Association of Business Communicators) website, http://www.iabccleveland.com (scroll down and look for "DEALS, STEALS and SURF for FREE").

September is "try-before-you-buy" month for people thinking about joining IABC, and all the "Member-Only" content archives will be open to all, free of charge. IABC members are primarily commercial writers, although not necessarily FLCWs. By the way, I'll be at the Heritage Conference in Cleveland in October, and it would be nice to meet up with any other FLCW's planning to attend!

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V. COFFEE, MINTS AND TOOTHPICKS

- 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'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 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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HOW CAN MY MENTORING SERVICE SERVE YOU?

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

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