THE WELL-FED E-PUB - December 2008

Welcome to THE WELL-FED E-PUB!

Serving up food for thought and tasty tips for the prospering FLCW* writer. 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 7, ISSUE 12 – DECEMBER 2008 – HAPPY HOLIDAYS!

Publishing the first Tuesday of every month since May 2002

Read it Online at: http://www.wellfedwriter.com/ezine/dec2008.html

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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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HAVE YOU VISITED THE BLOG LATELY? http://www.wellfedwriter.com/blog

Weigh in on, “Are You a Businessperson/Writer or a Writer/Businessperson?”, “In Tough Times, Are You Keeping Your Thinking Tough?” and others! Join the fun!

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

Details: Below and http://wellfedwriter.com/thebodabanq.shtml.

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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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THIS MONTH’S MENU:

I. APPETIZER: GOT VACATION?

Taking a Vacation WILL Boost Your Work Performance and Bottom Line!

II. CRISP “FIELD” GREENS: RETHINK YOUR SKILLS & FIND YOUR NICHE

TX FLCW Attends Summit, Crafts a New Exciting Direction for Her Business

III. MAIN COURSE: BEYOND THE WARM & FUZZY SIDE OF FUNDRAISING

NE Fundraising Copywriter Offers “How-To” For Creating Powerful Fundraising Appeals

IV. DESSERT: Sweet Success Stories and Tips

MI FLCW Logs High Hit Rate of Interested Graphic Designers

TIP: A Quote Sure to Get an “Amen” From All Freelancers!

V. COFFEE, MINTS AND TOOTHPICKS

- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

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

- 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: GOT VACATION?

Taking a Vacation WILL Boost Your Work Performance and Bottom Line!

About the time you read this, I’ll likely be strolling the beach in a cool little laid-back Mexican beachside burg on the Pacific called Puerto Escondido (Google it). Promise I’m not trying to rub it in, but rather, it gives us a chance to talk about a most pleasant subject: vacation. Time off. Getaway. Downtime. A reward for working hard. Already had a few this year (ONE long weekend counts), good for you. None? We need to talk.

My long-time mantra: Vacation isn’t a luxury; it’s a necessity. Fact: After months working without a real break, our work effectiveness, energy and enthusiasm levels dip into the red zone. Keep working and you WILL be less productive. The cure? Set it all aside and kick back for at least a few days or (ideally), a week or two. AND in a different setting. Change the channel. Different sights, sounds, smells and tastes are wonderful natural rejuvenators. As such – and don’t laugh – vacation is an investment in your business.

Sure, I get it. Not everyone can afford to take a lavish holiday. I accept that. Or has the time. I DON’T accept that. If you’re not making the time, you still think it’s a luxury. Gasp! Isn’t it irresponsible to be talking about vacation when the economy is tanking? Not if you want to be at your most effective to maximize your performance, it isn’t.

A few tips for those on a budget (and who isn’t?):

1) CHEAP TIMESHARES: Got an email recently from a woman looking to rent her timeshare week in a luxury Caribbean resort. $800 OBO. Retail (verified online): $3-4K. Having sold timeshare with Marriott in a past life, I KNOW owners often can’t use their weeks, and will unload them for the maintenance fee ($300-500) or a bit more. Google “Timeshare rentals” and/or call a resort, find a salesperson and ask if any of their owners are looking to rent a week, and if so, offer a $100 finder’s fee. And chances are, you’ve got a resort within 3-4 hours driving or a one-hour flight from you.

2) BUDDY PASSES: Have you got a friend who works for a major airline (or one with a relative who does or DID)? They get X# of “Buddy Passes” a year (you pay the taxes – roughly 25-40% of the normal fare, and fly “standby”), and rarely use all of them. Buying them dinner usually seals the deal. I’ve gotten plenty over the years.

3) BEST TRAVEL TIMES: Early December and most of January are great times to get away. January is technically high season, but as few are traveling right after the holidays, deals abound (and buddy passes are easy to use). May (after spring breaks) and September (after school’s back in) are more great times to travel, especially if you’re kid-less. Still great weather, but smaller crowds and lower prices. Got kids? The world won’t end if you pull kids out of school for a week. Plenty of people do it.

4) VOLUNTEER VACATIONS: Got an altruistic streak? Google “volunteer vacations.” You’ll pay your airfare, but often, costs for lodging/meals are covered or nominal.

BUY A TICKET: If the issue is simply getting yourself to take a vacation, vs. money or time, here’s foolproof advice: Buy a plane ticket. Don’t sweat the details. Just pick a place and ante up for the flight. It’s called “throwing your hat over the wall.” Now, you’re committed, and the planning becomes fun. You watch. On that happy note, let’s eat!

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II. CRISP “FIELD” GREENS: RETHINK YOUR SKILLS & FIND YOUR NICHE

TX FLCW Attends Summit, Crafts a New Exciting Direction for Her Business

Got this great “lightbulb” piece from TX FLCW (ckoyama@elp.rr.com) Christine Koyama, who attended the October Copywriting Success Summit 2008 I was a part of, and came away with a new perspective on her business, AND a great idea that could very well boost her income significantly.

Hi, Peter: Just wanted to share a cool new strategy on rethinking my copywriting business that might work for other FLCWs. I’ve been freelance copywriting for several years but couldn’t seem to find MY niche. I’ve always thought of copywriting as one set of skills and my marketing-communications management background as a separate one. However, attending the Summit made me realize I can use both skill sets to build a niche, focus my marketing efforts and expand my copywriting business.

Summit presenters gave lots of practical advice about how they market their businesses, which made me look at mine from a different angle. Here’s what I mean: I recently wrote three substantial social marketing research reports for a client, that involved one-on-one surveys, as well as analyzing the data and writing detailed reports about the findings. One of the best parts of the job was making recommendations based on the findings – many of which were ideas for marketing communications campaigns to help convey the results to decision makers and to consumers. During the Summit I saw how effectively different marketing tools – white papers, case studies, and newsletters – can be in reaching the right audience – whether B2B or B2C.

Now I’m researching ways to pitch these strategies to my clients so they’ll hire me to do the writing and help them implement the marketing. I feel as though I’m breaking new ground for my business – and that’s exciting. (Thanks, by the way, for your terrific presentations at the Summit and for all your feedback!) A note to other FLCWs: I don’t know about you, but sometimes I get stuck in a marketing rut. Professional seminars and conferences are a great way to see your business from a different perspective and “think outside the box.” It just might help you re-energize your business.

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III. MAIN COURSE: BEYOND THE WARM & FUZZY SIDE OF FUNDRAISING

NE Fundraising Copywriter Offers “How-To” For Creating Powerful Fundraising Appeals

Got this great nuts-n-bolts primer for creating an effective fundraising appeal (while showcasing the intangible rewards of the fundraising niche) from South Sioux City, Nebraska freelance fundraising copywriter, Mary Guinane McNamara. Mary is the author of, “HOW TO MAKE MONEY AS A FREELANCE FUNDRAISING COPYWRITER.” She’s written copy for the Vietnam Veterans Memorial, MADD, CureSearch, Friends of the World Food Program, Guide Dogs for the Blind and many others. If you want to learn more about fundraising copywriting or sign up for her blog for freelancers and fundraisers, “SOLUTION SANDBOX,” visit www.twacopywriting.com.

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I have to admit, cocktail parties are even more fun now than when I first took up copywriting and started answering the standard, “What do you do?” question with a casual, “Oh, I’m a writer.” Now that I specialize in one of copywriting’s most rewarding niches, I occasionally have a little fun with people who ask what I do:

“Well, most recently, I helped get food supplies transported to children dying of hunger in third world countries, then I assisted with legislative efforts to keep drunk drivers off the road and worked to ensure research to cure pediatric cancer was funded. After that, I helped train guide dogs to assist the blind and honored thousands of veterans who made the ultimate sacrifice for our country. And you?”

After dropped jaws are back in place, I explain that through my copywriting work, I’m able to help some terrific organizations accomplish a lot of great work. The gratification of knowing my work makes a difference in the world and seeing the envy of others who long for a job with so much personal reward is something I’ll never tire of.

But, beyond the obvious warm and fuzzies, the professional challenge of creating the copy is quite satisfying. If you’ve never tackled a fundraising appeal, or mentally written them off as short and therefore easy, you may be surprised.

As you’ve likely noticed in your own mailbox, fundraising appeals are rarely longer than four pages and quite often less than a full two. Before you think shorter copy is easier, let me explain how the puzzle pieces of fundraising copy go together.

In a “simple” two-page appeal, the copywriter must do the following:

1) Write an emotional, engaging and very personal letter to a specific target audience who expects a particular style of letter, in a voice unique to that organization.

2) Include a story of a beneficiary of the organization’s work as a highlight of the letter.

3) Include mentions of at least three of the organization’s programs, all of which have awkward four- and five-word names you’re not allowed to shorten or abbreviate.

4) A request for donors to “participate” in these programs must be near the beginning of the letter and included at least twice more in the copy to meet accounting regulations.

5) Acknowledge your reader’s past support early in the copy, and at least twice total.

6) Since the letter is only personalized on page one, ask for a donor’s gift within the first 300-400 words. That request may need to include 1-4 gift amounts based on the donor’s previous giving history.

7) Some copy will need to point out the premium included with the letter, such as mailing labels or a calendar, and why the gift is included or important for the donor to have.

8) Leave room for photos, use at least a 12 pt. font, wide margins, vary paragraph lengths and use bullet lists for optimal white space and easy scanning.

And if you’re really good, you can do all this in fewer than 700 flowing words with enough power to make your donor cry, get angry or be motivated enough to take out their checkbook immediately and give away their hard-earned money. Simple, huh?

Writing copy in the fundraising arena has its obvious rewards of helping charitable causes do good work. But, never discount the simple joy of how rewarding it can be to challenge your professional skills in the process.

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IV. DESSERT: Sweet Success Stories and Tips

MI FLCW Logs High Hit Rate of Interested Graphic Designers

TIP: A Quote Sure to Get an “Amen” From All Freelancers!

Our not-quite-a-tip tip this month is to stop and savor the freelance life by reading the fun quote below we freelancers should all resonate with. Following that, a note of early success from new FLCW Susan Cox (susan@coxadoodle.com, www.coxadoodle.com) from Stevensville, Michigan – yet another affirmation of the “partner-with-graphic-designers” strategy that’s worked so well for me. Enjoy!

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“There are about 25 million Americans who develop grotesque facial ticks when they hear the words ‘9 to 5.’ We call them freelancers.” N. Killihanm

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Peter: I wanted to thank you for your advice in The Well-Fed Writer regarding getting in touch with graphic designers. I launched my freelance writing business late this summer and am working on marketing myself to "meaningful and paying" clients.

The initial response from these folks (yes, I’m from the Midwest where we call each other "folks") is quite positive. They’re happy they’re "findable" on Google, and flattered I took the time to call. To date, I have had a 93% success rate of requests for me to send my writing samples and contact information. No concrete business yet, but I’m confident that it’s forthcoming.

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V. COFFEE, MINTS AND TOOTHPICKS

- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

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

- 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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The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog

We’re getting anywhere from 15+ to 50+ comments on each subject! Come join the fun!

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

Every strategy, technique, tip, and success story from 5/02 to 8/06 in one KILLER easy-to-use 280-page ebook resource! http://wellfedwriter.com/thebodabanq.shtml.

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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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