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" – 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 9,
ISSUE 9 – SEPTEMBER 2010
Publishing
the first Tuesday of every month since May 2002
Read it
Online at: http://www.wellfedwriter.com/ezine/sept2010.html
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"THE
WELL-FED WRITER" (2010 EDITION) HAS WON FOUR AWARDS!
Check out
the Awards Gallery at http://www.wellfedwriter.com/wellfedawards.shtml
To Order
(FR.EE Bonus/U.S. Shipping): http://www.wellfedwriter.com/ordertwfw.shtml.
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NO-CHARGE
TELECLASS ON WRITING CASE STUDIES TOMORROW!
Case-study
maven Casey Hibbard delivers a f.r.e.e. teleclass on Wed., 9/8 entitled:
Ò8 SECRETS
FOR WRITING STORIES THAT SELL (MORE).Ó If case studies arenÕt a (lucrative)
part of your professional offering, youÕre leaving money on the table.
Details/register: http://www.kickstartcart.com/app/?Clk=3890786
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ATTN:
PHOENIX-AREA FLCWÕS! IÕM COMING YOUR WAY IN OCTOBER!
IÕm
presenting at the Avondale Writers Conference on 10/2/10. NO CHARGE to attend,
but registration required. Details: http://www.avondale.org/index.aspx?NID=1459
(then scroll down).
LUNCH WITH
ÒTHE WELL-FED WRITERÓ in PHOENIX on Thursday, 9/30/10?
Come join
me! For more details: http://www.wellfedwriter.com/seminars.shtml
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GROUP
COACHING SERIES #6 (OCT/NOV 2010) NOW ENROLLING! For full
details
& participant testimonials: http://www.wellfedwriter.com/groupcoaching.shtml.
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FACEBOOK
SUCCESS SUMMIT 2010 – COMING IN OCTOBER!
Using
Facebook but not getting the business-boosting results you hoped for? Tap the
collective wisdom of 21 Facebook experts (and save 50% for a limited time!).
For details and to register, visit: http://www.whitepapersource.com/cmd.php?Clk=3847543
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I NEED ALL
USUAL COURSES. I'm low in ALL departments and would love to get your
strategies, tips and features. See "Coffee" for more details and word
counts.
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THIS
MONTH'S MENU:
I.
APPETIZER: A CASE STUDY OF A CASE STUDY: THE SEQUEL
Yours Truly
Shares Insights and Takeaways from a Current Project-in-Progress
II.
"FIELD" GREENS: FINE-TUNING A NICHE (SO PROSPECTS CAN SEE YOU!)
Canadian
FLCW Morphs From ÒEnvironmentalÓ to ÒCorporate EnvironmentalÓ Writer
III. MAIN
ÒMEATÓ COURSE: SUCCESS ACROSS THE POND! (Part 1 of 2)
UK FLCW
Builds Thriving Business, Including ÒTone-of-VoiceÓ Writing Specialty
IV.
DESSERT: Sweet Success Stories and Tips
SC FLCW
Carries Book Into MDÕs Office, Spawning Chat and Meeting Request!
TIP: Does Your
Alma Mater Offer Research Database Access? Mine DoesÉ
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: A CASE STUDY OF A CASE STUDY (Part 2)
Yours Truly
Shares Insights and Takeaways from a Current Project-in-Progress
In last
monthÕs Appetizer (archived at http://www.wellfedwriter.com/ezine/Aug2010.html),
I shared details of a case study IÕve been working on. HadnÕt intended on a
follow-up, but the project continued to yield useful information and insights,
so here we go.
In my
experience, most case studies youÕd do for a company are strictly for
promotional purposes: theyÕll appear on a web site and/or get turned into
actual printed sales sheets for inclusion in marketing (or Òleave-behindÓ)
packages. And theyÕre quite valuable to a company even when only used as
straight promo material.
However,
most of the ones IÕve done for this one client – a manufacturing company
– including the one IÕm currently working on, require that I create
multiple versions. On this project, the first one is long (3000-3500 words) and
is the Òsales-yÓ promo version: full of quotes from different third-party folks
singing the praises of the companyÕs products. These independent, impartial
validations are golden, and can sell a prospect on doing business with my
client. In addition, the piece is skewed more toward discussions of the
companyÕs products and less about the project details.
Now, the
other version is shorter (2000-2500 words) and is crafted to appeal to trade
publications, for general PR and brand-awareness building. As such, it needs to
be far less promotional about the company, so as to avoid looking like an
ÒadvertorialÓ (and earn a quick trip to the circular file). All the gushing
accolades about the company are gone, while the projectÕs details become more
of a focus than the companyÕs products (obviously, the project needs to be
unique or interesting in some way in order to warrant trade-pub placement. This
one was).
Yet, simply
the mention of the products – almost as an afterthought – as the
ones ÒspecifiedÓ by the client (strong validation right there) has a subtle but
powerful impact on the reader, giving those products, paradoxically, even more
weight than they might have in a more promotional piece.
Keep all
this in mind as you seek out case study work and discuss such projects with
clients. If theyÕre not covering the trade publication base, why not suggest
it? YouÕll look savvy AND perhaps pick up another chunk of work. On that happy
note, letÕs eat!
REMEMBER:
F.r.e.e. Teleclass on Case Studies Tomorrow (9/8/10) – delivered by Casey
Hibbard, THE expert on the subject, whoÕs literally built her entire business
on this ONE specialty. http://www.kickstartcart.com/app/?Clk=3890786.
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II.
"FIELD" GREENS: FINE-TUNING A NICHE (SO PROSPECTS CAN SEE YOU!)
Canadian
FLCW Morphs From ÒEnvironmentalÓ to ÒCorporate EnvironmentalÓ Writer
Got this
cool story of professional redefinition from Vancouver, BC FLCW Heather Kent
(heatherkent@shaw.ca, www.heatherkent.com). My book was apparently a catalyst
for her seeing her environmental writing specialty as more geared to
corporations than a more general audience. Intriguing stuff. From a
corporationÕs perspective, whatÕs more compelling: ÒIÕm a general environmental
writer,Ó or ÒIÕm a corporate environmental writer and IÕll tell your companyÕs
environmental storyÓ? Prospects have to see themselves in your offering, and in
HeatherÕs case, now they do.
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Peter: I
started this career in medical/health writing, a logical place with my
background in physical therapy. I then broadened into environmental-related
magazine work for publications such as Canadian Geographic and Canadian
Consulting Engineer. A few years ago, I gradually began taking on
corporate work, mostly in the renewable energy field, which is my main
focus today. I hung onto the Òenvironmental/medicalÓ moniker while I
gradually transitioned to the corporate work, one client at a time.
I bought
your book and immediately liked your ÒletÕs get with the programÓ style and
abundant useful content. Soon after I began reading it, a couple of light bulbs
went on: 1) I really had become a Òcorporate environmental writerÓ (as opposed
to a general Òenvironmental writerÓ) and thatÕs what I needed to call myself;
and 2) what I really do in my work with companies is to help them tell their
environmental story, whether that happens in an article, case study, report or
RFP.
Along with
that profound insight came the tagline, ÒTelling your companyÕs environmental
storyÓ which, I think, perfectly describes the essence of what I do for my
clients, no matter the project involved. Your book is really helping me propel
my business to a new level and without it I think I may have taken a lot longer
to figure out the key steps I had to take. I revamped my website to reflect
those changes, all within a couple of days.
Tomorrow
IÕm heading to a major environmental trade show (Globe 2010) and while I have
yet to gain clients through these events, IÕm looking forward to giving
out my new business cards and interacting with people there in the new role I
have taken on. ItÕs much more than a new label and tagline; itÕs a new
confidence I will be expressing.
PB: When I
contacted Heather to get her final OK on the piece, she sent this update:
ÒSince I
was last in touch, I've been marketing intensively and building up a
database of a few hundred companies. Which will continue to grow! Your
suggestions for Ôtouch points,Õ frequency and styles have been very helpful.
About 20% of those prospects have responded, so IÕm encouraged by that initial
level of interest. IÕm about to mail out my first-ever batch of postcards,
will follow up by phone afterwards, and IÕm really looking forward to the
response.Ó
PB: Note
her intention to follow up by phone after the mailing. You need to do this. If
you do a mailing without follow-up, donÕt count on a big response. Yes, itÕs
more work, but itÕll pay off. There are always folks who meant to call but
didnÕt and your call will be appreciated AND will be the catalyst for getting a
project moving.
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III. MAIN
ÒMEATÓ COURSE: SUCCESS ACROSS THE POND! (Part 1 of 2)
UK FLCW
Builds Thriving Business, Including ÒTone-of-VoiceÓ Writing Specialty
Got this great success story from UK FLCW Pete Cornes
(www.pilcrow.co.uk; really fun site, check it out).
HeÕs accomplished a lot over the past five years, and definitely appears to be
Òliving the dreamÓ! I was quite intrigued with his discussion of
Òtone-of-voiceÓ writing, so much so that I asked him to write more about it,
which he graciously agreed to do, and which will appear as Part 2 in next
monthÕs issue. Get inspired!
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Peter: Just a quick note to say thanks for the books
youÕve written. I first read TWFW about five years ago, and pretty much
followed it to the letter in Nottingham in the UK. I picked up quite a few jobs
from cold calling and soon found myself working with writing agencies in the
area, and for a handful of design and branding agencies, too.
Since then IÕve been doing an increasing amount of
Ôtone-of-voiceÕ work. Also called Ôverbal identityÕ, it means helping companies
use language consistently across their communications, internally and
externally. In practice, it means helping them work out how to show their brand
personality through language. Are they relaxed and personal? Are they
authoritative and expert? Are they full of energy?
Once weÕve looked at the brand personality, IÕll write
their brand guidelines on language, and start training their communications
people and agency people to sharpen up their writing and hit the right tone.
ItÕs pretty specialized, I suppose, and itÕs probably only about 30% of my
work, but itÕs a great opportunity for writers who can think strategically, who
intuitively understand branding and who arenÕt afraid of backing it up with
grammatical details and specifics.
Other than that IÕve done all sorts: ads, scripts, web
and intranet, paper, poster and press. ItÕs been going really well.
Self-sufficient in six months? Yep – just about. After five years IÕm
picking and choosing my projects a bit more carefully and making time to build
a house as well. And charging competitive rates, too!
Right now IÕm freshening up my own brand: website
redesign, new visual identity, some tighter and more benefit-oriented writing
for my own site and the rest. So I reread TWFW (the latest super-duper 2-in-1
edition) and marvelled at the faith and commitment I put into starting up.
Looking back it was hard work, but I couldnÕt ever see myself on the 9-5 grind
now. (PB: Amen to that!)
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IV.
DESSERT: Sweet Success Stories and Tips
SC FLCW
Carries Book Into MDÕs Office, Spawning Chat and Meeting Request!
TIP: Does
Your Alma Mater Offer Research Database Access? Mine DoesÉ
Got this
fun – and ÒhmmmmmÓ-inducing – note from Mt. Pleasant, SC FLCW
Heather Mueller (heather@muellerwriting.com, www.muellerwriting.com) about what can happen when you
carry a book around that shows youÕre learning some new skills – skills
that businesspeople might just need. Following that is a TIP about a killer
resource I had no idea I had access to (and you might have something similar as
well). Enjoy!
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Hi Peter: I
had some interesting (and unplanned) lead-generating activity happen today, and
thought IÕd mention it in case other readers would find it useful.
I had two
doctorsÕ appointments today, and I simply brought along a book to read in the
waiting room. It's a big, thick book on SEO copywriting, so it didn't fit in my
purse. As soon as the doctor walked in to the room, he noticed and asked about
it. This led to a string of questions about what I do for a living, followed by
a request for a meeting to discuss how I might be able to help with local and
online marketing.
This same
exact thing happened twice today -- and all I did was carry around the book I'm
currently reading. Not sure if this is unusual; it just never occurred to me
that carrying around reading material could somehow be tied to marketing one's
business. Maybe I should start carrying TWFW, too!
Update from
Heather: I actually have a meeting next week with one of these doctors (my
chiropractor) to map out an official plan for several web writing projects.
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TIP: I was
looking through my alumni magazine from University of Virginia the other day
and came across this cool resource. Turns out they offer alumni full f.r.e.e.
access to all these great library research databases of information, including:
3350 academic journals, 1450 full-text business magazines, trade pubs and
journals, 700 book summaries of top business books over the past 20 years, and
more. Probably more likely to be offered through larger schools, but worth
checking with your alma mater to see what they offer. You might just have a
treasure trove of info a few clicks away!
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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
Weigh in on
such topical subjects as, ÒÔNiche or Die!Õ (Really? You Sure About That?)Ó and
ÒThe Confidence Conundrum: How a Newbie Writer Builds Enough to Succeed.Ó
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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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