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.
*****************************************
VOLUME 10, ISSUE 4
– APRIL 2011
Publishing the first Tuesday
of every month since May 2002
Read it Online at: http://www.wellfedwriter.com/ezine/april2011.html
*****************************************
MAY 2011 WELL-FED GROUP
COACHING FILLING FAST!
Starts 05/04/11; Ready
to get serious about building the business? DonÕt miss out. Details (and
testimonials) at http://www.wellfedwriter.com/groupcoaching.shtml.
*****************************************
COMING SOON! ÒTHE
WRITER/DESIGNER PARTNERSHIP GOLDMINEÓ (EBOOK)
Everything you need to
know about partnering with designers to dramatically boost your income! Sneak
preview: http://www.wellfedwriter.com/profitablebydesignebook.shtml.
*****************************************
CHECK OUT ÒTHE WELL-FED
PARTNER PANTRYÓ! (GOT A PRODUCT TO SELL?)
Vetted info-products
designed to help you make more money, be a better writer or enhance your
writing life! http://www.wellfedwriter.com/wfpartnerpantry.shtml
*****************************************
"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.
*****************************************
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? Talk to me! Send them to peter@wellfedwriter.com.
*****************************************
THIS MONTH'S MENU:
I. APPETIZER: ARE YOU TELLING YOUR
AUDIENCE STORIES?
What We Can Learn About Storytelling from Trader JoeÕs (+
Wanna Guest Blog?)
II. ÒFIELDÓ
GREENS: Top SEO Companies Unlikely
to Deliver Good Content!
SEO
Pro: $20/Page Copywriters Often Behind Big SEO FirmsÕ Big Claims
III. MAIN ÒMEATÓ COURSE: GOT RETAINERS?
CA FLCW Shows How To Get Clients to Give You a Check Every Month!
IV. DESSERT
TIP: CA FLCW (& Editing Book Author) Serves Up Tasty Editing
Tips for FLCWÕs!
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?
*****************************************
*****************************************
I. APPETIZER: ARE YOU TELLING YOUR
AUDIENCE STORIES?
What We Can Learn About Storytelling from Trader JoeÕs (+
Wanna Guest Blog?)
Trader JoeÕs, the specialty supermarket chain, finally came
to Atlanta a few years back. Happy days. If you donÕt have TJÕs where you live,
wish hard. Great products (virtually all private labeled), no artificial
ingredients, super-reasonable prices, and tons of specialty items (theyÕve got
Òchocolate-covered-just-about- everythingÓ), guaranteed to create blissful
dilemmas. And of course, their famous (or infamous, if youÕre a true wine snob)
ÒTwo-Buck ChuckÓ wine for $2.79 a bottle, and actually drinkable.
Plus, their marketing is brilliant. In addition to a fun,
laid-back, offbeat, Hawaiian-shirted in-store vibe, they mail out this 24-page
newsprint circular called ÒThe Fearless Flyer.Ó These people KNOW how to tell a
story. Each page features only 3-4 products, each with a juicy four- to five-paragraph
description. I normally only buy a few things there, but after drooling my way
through the FF, I knew I just HAD to have about 20. If you go to their site (http://www.traderjoes.com), and click on
ÒCheck out the Fearless FlyerÓ on their home page, youÕll see what IÕm talking
about.
IÕm a big one for using storytelling in my writing. And yes,
in my commercial writing projects. Sure, it makes sense for a specialty food
retailer to do so, but why should they be the only ones to have some fun? I did
a blog post on this very subject in case you missed it (http://www.wellfedwriter.com/blog/be-a-good-storyteller-be-a-better-copywriter).
You truly WILL be a better writer if you can add stories to your writing.
Speaking of the blog, I just put out a call on the blog for
guest bloggers, and the response has been excellent: about eight guest posts in
the works! PLUS a really juicy one going on as you read this, from freelancing
guru Jennifer Mattern, entitled ÒCarve a Niche and Build Your Own Demand
Through ÔQuery-Free Freelancing.ÕÓ Check it out at http://www.wellfedwriter.com/blog
(or in the March 2011 archives at the same link).
Interested in being a guest blogger? WeÕd love to have your
story! Check out the guidelines at: http://www.wellfedwriter.com/guestblogger.shtml.
LetÕs eat!
*****************************************
*****************************************
II. ÒFIELDÓ
GREENS: Top SEO Companies Unlikely
to Deliver Good Content
SEO
Pro Says $20/Page Copywriters Often Behind Big SEO FirmsÕ Big Claims
I
periodically run an ÒEasy Web TipÓ from CA-based web optimization/SEO pro
Katherine Andes (visit http://www.andesandassociates.com
to get her tips regularly). Her stuff is always quick and useful. I learn
something every time, and itÕs the kind of info that can make you look really
smart in front of a client. In this tip, she reveals the truth thatÕs often
behind the claims made by some pretty big SEO firms. Good to know!
*****************************************
A well-established
copywriting colleague of mine was approached by one of the top SEO companies in
the nation to write web pages for their clients. Now, web pages need to:
1) Grab attention
2) Understand the
reader's desire or pain
3) Present a concept or
solution
4) Move the reader to a
next action
5) Be professionally
written in a non-stuffy manner
6) Incorporate keywords
in a natural manner
7) Incorporate keywords
in a NATURAL manner SEVERAL times (very difficult)
8) Have a title tag
artfully crafted to get rankings and attention
9) Have a description tag
artfully crafted to get click-throughs
My friend, envisioning steady work with
quality products, was excited – until she was told that the top rate theyÕd pay per page was
$20! No writer worth the price of her keyboard would work such a
pittance.
Internet companies try
to commoditize and systematize everything. That may be okay for some aspects,
but it's certainly not acceptable for the words that will go on your website.
Never underestimate the power of words.
So you, as a business owner (or a copywriter
working with a business owner), should pause when an SEO company says,
"We'll handle it all including the copywriting."
Do you really want to entrust the marketing
of your business to a low-level copywriter? What kind of content do you
think you'll get? I'll tell you. It'll be the same blah, blah, blah that every
other website is putting up.
To get words that truly "connect"
with your visitor takes hard work. It takes deep research, thinking, writing,
and rewriting to bring out what's unique about a business and why customers
should shop there and not the guy a click away.
So, beware the SEO company
handling the content of your (or your clientÕs) web pages. You might get stuck
with a bottom-feeder copywriter!
PB Notes: Just got this update from Katherine
that confirms her assertion: ÒI just got an inquiry about rewriting a boatload
of article content that had obviously been developed by low-level writers. IÕll
be curious to see if they balk at my rates.Ó
*****************************************
*****************************************
III. MAIN ÒMEATÓ COURSE: GOT RETAINERS?
CA FLCW Shows How To Get Clients to Give You a Check Every Month!
Got this great piece on the ins and outs (and fabulous
potential) of retainers from Visalia, CA FLCW Tim Lewis (tim@tlcopy.com, http://www.tlcopy.com). Retainers
– essentially a guaranteed monthly income from a client – can be
mighty beautiful things. TimÕs had great success with this strategy and
generously shares his experiences. Enjoy!
*****************************************
Freelancing is more
than just Òper projectÓ work. ThereÕs a way to enjoy our fabulous lifestyle
without worrying where your next check will come from. Setting up
retainer-based agreements with clients is a great way to ensure consistent
income.
This is exactly what I did a few years ago when I decided to
say goodbye to the corporate world. Instead of hurling myself into the
freelancing abyss without a safety net, I approached my boss with a unique
proposition: I would resign my position as a hospital marketing director, but
stay on as a consultant to help groom my replacement (my assistant). This way,
she could learn the ropes and I could have the time I needed to build my
business.
It was a win-win for both parties. We agreed on a
three-month contract that paid me roughly the same amount I was making
full-time. I had plenty of time to build a healthy business base while spending
a few hours each week training my replacement and writing all of the communications
pieces for the hospital. Plus, I could still pay all of my bills! The
arrangement worked so well, I decided to approach some of my recurring clients
with a similar proposal.
The response was tremendous. Because of the economy, many of
my prospects (large hospitals) had laid off much of their marketing and
communications staff. Since the work still needed to be done, they jumped at
the chance to bring in an experienced hospital marketer/communications writer
to help them get through this economic downturn.
As things start to pick up, many of my clients are realizing
that my services fill all of their marketing needs, and at a fraction of the
costs associated with bringing someone in full-time. Though I still do some
one-off project work, my most productive partnerships are retainer-based
consultant gigs.
How to get a client to agree to a retainer? HereÕs how I
approach it:
1) Every long-term
relationship starts with a single project. Once you land it, knock it out of
the park. Exceed your clientÕs expectations.
2) Once youÕve
floored them with your talents and professionalism, follow up with a phone
call. If theyÕre local, take them out to lunch. Ask if they have an ongoing
need for writers. If so, pitch yourself as the solution.
3) If they are interested,
determine their needs and their budget. From that info, craft a proposal
detailing the services youÕll provide (e.g., blogging, web management,
e-newsletters, etc.), the hours you can dedicate to them, and your monthly
rate.
I usually knock 25
percent off my normal hourly rate in return for the guaranteed, prepaid block
of time, and make sure I let the client know it. That way they know they are
getting a solid deal. I would never lower my rates for a one off project (something
I learned from PB, I believe), but for a retainer I have no problems doing so.
Remember, this
proposal doesnÕt need to be some extensive legal document. One or two pages
will suffice. If itÕs a large company, theyÕll most likely have you sign a
legally binding vendor agreement. Read it carefully.
Make sure to include some language in your proposal stating
what will happen if you exceed—or donÕt reach—the amount of hours
youÕve agreed upon. When the client has a light workload one month, I still ask
to be paid in full (thatÕs the beauty of a retainer).
On the flip side, during busier months, I reserve the right
to charge my hourly rate for excessive overages. Now, I have strong
relationships with my retainer clients. As such, I will often not charge for a
few extra hours here and there. However, when thereÕs an unusually heavy
workload, I will let my client know that IÕm approaching the cut-off and there
might be some extra fees involved. That way, they can plan accordingly and
either give me the go ahead to move forward or hold off.
Also, revisions to your proposal should be expected while
negotiating the agreement. Be prepared to be somewhat flexible with your rates
and the hours you commit to. You may also want to start with a one-month
contract to see how the partnership works, then make changes to the agreement
down the road.
If negotiations arenÕt as smooth as youÕd like, just stay
patient. Remember that this is a mutually beneficial
situation––youÕre guaranteed consistent income for an extended
period of time and theyÕll have dependable access to an expert in their industry.
*****************************************
*****************************************
IV. DESSERT
TIP: CA FLCW (& Editing Book Author) Serves Up Tasty Editing
Tips for FLCWÕs!
Got this great set of editing tips for commercial
freelancers from Watsonville, CA FLCW and editor Tom Bentley (http://www.tombentley.com).
As I found out recently, obvious errors can slip past anyone – even if
you THINK youÕve checked your copy multiple times. These are great tips that go
beyond the usual advice. Read Ôn heed. Tom is the author of the exceptionally
useful e-guide on editing, ÒThe Write
Word Easy Editing and Spiffy Style Guide,Ó which just went into The
Well-Fed Partner Pantry. Check it out at http://www.wellfedwriter.com/wfpartnerpantry.shtml.
*****************************************
EDITING EDIFICATIONS
If you're a one-person writing crew, you're going to need to
put on your editor's cap before you submit your copy to your clients. Sizzling
sales copy will have its flame doused by a single typo—beady-eyed
vigilance is the price of client contentment. So here are a few editing tips to
keep that copy clean:
TIME IS ON YOUR SIDE: Speed is fine with fast food, but not with
first-rate writing. Settle in, read slowly; perhaps once for typos, and again
for sense and logic. Slow initial editing makes for savory final reading.
PRINT IS YOUR PAL: Onscreen proofing is okay for quick
fixes, but if you really want to see the copy (and the errors) in their
sharpest resolution, print it out.
SAY IT LOUD AND PROUD: Oddly, reading writing aloud will
often reveal holes in its composition, whether in rhythm, grammar or other
tools of its construction. Speak it, and you'll know its truths and its
terrors.
DON'T GUT IT, GUIDE IT: Editing someone else's writing? Expunge
the errors, but don't tamper with the tone. Yours should be the invisible
editor's hand, not its hatchet.
DON'T BE SPELLBOUND BY A SPELLCHECKER: Software grammar and
spellchecker tools are often clueless about truly creative writing, offering
corrections where none is needed. And they don't flag homophones, e.g.,
"to," "too" and "two," nor see a "you"
when a "your" is needed. Don't trust 'em.
*****************************************
*****************************************
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?
****************************************
*****************************************
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 (500-600 words; query first). ALSO, send your
"GREENS" (200-300 words), TIPS (150-200) and SUCCESS STORIES
(100-300) to peter@wellfedwriter.com.
Archived issues at http://www.wellfedwriter.com/ezine.shtml.
*****************************************
The WELL-FED WRITER BLOG
is Rockin'! http://www.wellfedwriter.com/blog
*****************************************
MISSED MY TELECLASS?
"Thriving as a Freelance Commercial Writer"
38-PAGE e-Transcript! $12: www.wellfedwriter.com/jan07tstranscript.shtml.
*****************************************
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.
*****************************************
HOW CAN MY
MENTORING SERVICE SERVE YOU?
For details
and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
*****************************************