Welcome to THE WELL-FED E-PUB!
Serving upfood for thought and tasty tips for the prospering FLCW*. Come on in, sitanywhere and bring your appetite!
*FLCW,peppered throughout the ezine, stands for "Freelance CommercialWriter" – anyone who freelances for businesses (vs. writing magazinearticles, short stories, poetry, etc.), typically earns $50-125+ an hour, andis the sole focus of this e-newsletter.
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VOLUME 9,ISSUE 8 – AUGUST 2010 – OUR 100TH ISSUE!!
Publishingthe first Tuesday of every month since May 2002
Read itOnline at: http://www.wellfedwriter.com/ezine/Aug2010.html
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"THEWELL-FED WRITER" (2010 EDITION) HAS WON FOUR AWARDS!
Check outthe Awards Gallery at http://www.wellfedwriter.com/wellfedawards.shtml
To Order(FR.EE Bonus/U.S. Shipping):
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FACEBOOKSUCCESS SUMMIT 2010 – COMING IN OCTOBER!
UsingFacebook but not getting the business-boosting results you hoped for? Could youuse some guidance and fresh ideas? Tap the collective wisdom and expertise of21 Facebook experts (and save 50% for a limited time!). For all the details andto register, visit:
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STAYINGBUSY IN A TOUGH ECONOMY? I WANT TO HEAR YOUR STORIES!
IÕll becollecting success stories – from 50 to 500 words – for a specialsection of the ezine. Send them to peter@wellfedwriter.com.
AND, I NEEDALL USUAL COURSES. I'm low in ALL departments and would love to get yourstrategies, tips and features. See "Coffee" for more details and wordcounts.
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ONE SALESLETTER, 77 RECIPIENTS, $80K IN NEW COPYWRITING BUSINESS??
All thedetails: http://savagemarketing.com/64000/cmd.php?af=761186
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THISMONTH'S MENU:
I.APPETIZER: A CASE STUDY OF A CASE STUDY
Yours TrulyShares Insights and Takeaways from a Current Project-in-Progress
II."FIELD" GREENS: NERVOUSNESS PAYS OFF – LITERALLY &FIGURATIVELY!
New NEFLCW: ÒI Screwed Up My First Interview, and Got Nearly Double My Rate!Ó
III. MAINÒMEATÓ COURSE: PROFITABLE PARTNERING – BY (WEB) DESIGN!
MD FLCWSays: Get Up to Speed, Find Partners, and Be a Hero to Your Clients!
IV.DESSERT: Sweet Success Stories and Tips
ID FLCWStarts Cold Calling, Gets ÒHot OneÓ on Call #2 (it Can Happen!)
TIP: WebOptimization Pro Says, ÒImprove Websites With White Space!Ó
V. COFFEE,MINTS AND TOOTHPICKS
- THEWELL-FED E-PUB NEEDS ALL COURSES!
- TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
- MISSED MYTELECLASS? Full 38-PAGE e-Transcript – Just $12!
- AWAICopywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)
- How CanMy Mentoring Service Serve You?
THANKS tothe 8-9 folks who turned out on July 18 in Newburyport, MA to eat lunch withyours truly. A good time was definitely had by all. Great food, conversationsand new connections. Stay tuned for other events coming to your area!
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I.APPETIZER: A CASE STUDY OF A CASE STUDY
Yours TrulyShares Insights and Takeaways from a Current Project-in-Progress
A month orso back, I gave one of my clients an estimate for a case study on one of theirsuccessful projects. TheyÕre not a steady client, but since 2007, IÕve gotten acall 3-4 times a year to do some work. Because IÕd only done case studies forthem, about a year or so ago, I made a point to meet with them and share somesamples of other project types, so theyÕd have an idea of my range (somethingyou should always do with clients who may have you mentally cubby-holed as aÒone-trick ponyÓ).
I charge ahealthy rate, but they never question my estimates. Why? Because once they giveme the specs and the contact names/numbers for the requisite interviews, IÕmgone till IÕm done. And with little or no tweaking of the final productnecessary to get it ready for prime time. The kinds of clients you want to workfor will never (within reason), put budget before a predictably superioroutcome and a hassle-free experience.
My contactacknowledged receipt of the quote (reflecting the biggest project IÕd done forthem up till now). But then I didnÕt hear anything for weeks, even after a fewfollow-up calls/emails. Had I shot too high? (IÕd quoted my normal rate, notlower than normal because Òtimes are toughÓÉ). Had I become a victim ofbelt-tightening? Were they drawing their line in the sand?
Well,apparently, I worry too much. About the time IÕd written it off, I get an emailfrom my contact: Hey sorry, got called out of town on an emergency project for10 days. But weÕre ready to go, weÕll reset the timetable, hereÕs your signedestimate, bill me for the upfront, etc, etc. And by the way, I got a depositbecause of the project size; I donÕt typically ask for upfront deposits fromestablished clients on smaller projects.
I kickedoff my contact interviews this week, starting with the company sales rep, whohad the 30,000-foot view. He gave me the lay of the land, along with ideas onwhat kind of information I should get from my second-line interviewees, whowere other vendors (as was my client) hired by the ultimate client –vendors whoÕd specified my clientÕs products. This way, I gradually become moreimmersed in the project, starting with the big picture, and drilling down to anincreasingly deeper level of detail. A good strategy, methinks, especially whendealing with subjects that are at all technical (which this was).
With allthese cool lessons under our belt, letÕs eat!
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II."FIELD" GREENS: NERVOUSNESS PAYS OFF – LITERALLY &FIGURATIVELY!
New NEFLCW: ÒI Screwed Up My First Interview, and Got Nearly Double My Rate!Ó
Got thisreally cool first-client-meeting story from new Lincoln, NE FLCW Bob Jorgensen(www.rmjwrites.com,
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Peter:HereÕs proof that smart clients will pay well for good writing. I went on myfirst ever client meeting with a local hospital, for a shortbrochure. Then she asked what I would charge them. Keep in mind:
1. I haveno website.
2. I haveno business cards.
3. Mysamples were almost all made from scratch, since I had only one client so far,(and they were pro-bono!)
I wasplanning on quoting the bare minimum $50 bucks an hour for this roughlyten-hour project, and I honestly thought she would talk me down since IÕm new.But I was so nervous, I blurted out, ÒItÕll take me about 10 hours, so the feewill be $800.Ó
Inside, Ifreaked. I just charged them $80 bucks an hour! I waited for her tolaugh, spit coffee out of her nose, or call security. She didnÕt even blink,signed off on the project, and told me my deposit would be mailed out the nextday.
The nextday?? And I did it again. ÒReally? That fast?Ó She actually winked atme, and said, ÒYour writing is strong. Believe me, moneyÕs never been aproblem.Ó
So, now myfirst big client is the biggest hospital in the state! Thanks again,Peter. Your system works. IÕm having too much fun!
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III. MAINÒMEATÓ COURSE: PROFITABLE PARTNERING – BY (WEB) DESIGN!
MD FLCWSays: Get Up to Speed, Find Partners, and Be a Hero to Your Clients!
Got thisgreat overview piece on partnering with graphic/web designers in order to offerclients end-to-end web solutions. MD FLCW Jim Lodico (
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Placeyourself for a moment in the mind of a potential client needing a new website.Our client will need to find a designer, a programmer, a copywriter andpossibly a SEO expert. She'll need to collect bids, coordinate communications,manage deadlines and ensure all involved understand the goals and desired outcomeof the project.
It's adaunting task—especially for someone who may know very little aboutbuilding websites and is busy with other projects.
What if asa copywriter, you could offer our prospect the finished website—design,copy, everything? By providing a full-service solution, you not only make yourclient's life much easier, you've distinguished yourself from other copywritersbidding on the project. Consider also the client base that opens up when youmove beyond selling copywriting to selling a finished website (PB note: Orfinished ANYTHING for that matterÉ).
Sure,sounds easy enough but most of us arenÕt web designers. In order to provide aturnkey web solution, we must do one of two things: a) become a web designer,or b) partner with one. Learning a new craft may a bit much, so letÕs startwith partnering.
THE POWEROF PARTNERING: Web and graphic designers can be a copywriterÕs best friend. Thetwo go hand in hand and can often refer clients back and forth. Partnershipswith a couple of good designers can often provide enough work to keep you busy.
But letÕssay you want to offer web design as part of your services. The first step is tobuild a network of web designers. A simple Google search can turn up a wealthof local designers. Most will welcome the opportunity for potential access tonew clients.
Sites likeMeetup.com are a great way to network with designers. Attend a local Meetup andintroduce yourself as a copywriter looking to partner with good designers.Position yourself as the only one in the room with the service everyone needs.
Create anetwork that ranges from individual freelancers to larger web design agenciesand you'll be able to offer everything from small business websites to muchlarger corporate projects. It's just a matter of choosing the appropriatedesigner based on the task at hand. Yes, you do become a project manager butgood partners make it easy.
LEARN ASMUCH AS YOU CAN ABOUT WEB DESIGN: The more you learn about web design and howwebsites work, the more youÕll be able to offer your clients. You donÕt need tobecome a designer but it sure helps to know what the designers are doing and atminimum, speak their language.
One of thebest ways to learn is by managing your own website or blog. In doing so, youÕlllearn how to create web content and directly see the impact of SEO (searchengine optimization). At the very least, you'll gain a basic understanding ofHTML and the process of web publishing. The experience also makes it mucheasier to translate ideas to the full-time web designers.
Fortunately,the tools are now advanced enough that web design isnÕt nearly as difficult asit used to be. Thanks to CMS programs such as WordPress (known as a blogprogram, but really a great program for creating websites), itÕs now possibleto build professional websites without knowing how to program HTML.
PUTTING ITALL TOGETHER: Partnerships combined with an understanding of web publishing canopen the doors to a new world of clients. Moving beyond copywriting to providinga full-service solution is a great way to separate yourself from the crowd.
SPECIALOFFER FOR WELL-FED E-PUB READERS:
Ready tostart building your own website or blog? Jim's offering Well-Fed readers a freeblog installation or $49 off any of his other services at
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IV.DESSERT: Sweet Success Stories and Tips
ID FLCWStarts Cold Calling, Gets ÒHot OneÓ on Call #2 (It Can Happen!)
TIP: WebOptimization Pro Says, ÒImprove Websites With White Space!Ó
A fewmonths back, on the Copywriting Success Summit 2009 discussion group onLinkedIn, someone started a thread entitled: ÒAbout to embark on mycold-calling journey. Any tips?Ó Boise, ID FLCW Stacy Ranta (
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I did somecold calling for the first time in a few months yesterday. Literally, thesecond call I made, the person on the other end said: ÒOh my gosh! Were youreferred to me by someone? I've been asking around for friends and colleaguesto send me a writer. I've got a ton of backlog, and I don't hire agenciesbecause they want you to do all your advertising through them. I only hirecontractors. Can you meet with me when I get back from vacation nextmonth?Ó
So yeah, it does work.
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A fewmonths back, I ran a two-part article (the March/April 2010 issues archived at
IMPROVEWEBSITE WITH WHITE SPACE
ÒThe world is in need of white space!Ó ThatÕs what I thought theother day while trying to negotiate a turn in a store aisle with a loadedshopping cart, while avoiding hitting other shoppers. The aisle itself was wideenough, but it had been stuffed with displays of merchandise. I can rememberwhen stores used to brag in their advertising that they had Òwide aisles.Ó Notany more.
Not since merchandisers discovered they could stick a displaycase in the middle of an aisle and sell more stuff.
ItÕs the same withthe ubiquitous kiosks in the middle of malls – and itÕs suffocating formany shoppers. So instead of going shopping in conventional stores, they headfor their computers to buy online. When a shopper finds your site, is she goingto find it as jammed as a bricks-and-mortar store?
Is every speck of your web page cluttered with stuff? Or is shegoing to find Òwide aislesÓ or white space? A clean design with ample whitespace will help your shopper ponder your offerings and imagine herself owningthem without a thousand distractions. Easy Web Tip #48: Improve your website byleaving plenty of Òwhite spaceÓ on your web pages for a clean and attractivelook. It also makes the text easier to read.
Copyright2009; Katherine Andes; All rights reserved.
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V. COFFEE,MINTS AND TOOTHPICKS
- THEWELL-FED E-PUB NEEDS ALL COURSES!
- TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
- MISSED MYTELECLASS? Full 38-PAGE e-Transcript – Just $12!
- AWAICopywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)
- How CanMy Mentoring Service Serve You?
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I'MSERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
Got a greatstrategy, approach or specific expertise you're willing to share? Turn it intoa Feature (MAIN COURSE) for the EPUB (400-500 words; query first). ALSO, sendyour "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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TheWELL-FED WRITER BLOG is Rockin'! http://www.wellfedwriter.com/blog
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MISSED MYTELECLASS? "Thriving as a Freelance Commercial Writer"
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AWAICOPYWRITING (& OTHER) COURSES: Register Here, Get Your Choice of Bonus CDProgram! Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising,Health Market and more! http://www.wellfedwriter.com/awai.shtml.
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HOW CAN MYMENTORING SERVICE SERVE YOU?
For detailsand testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
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