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 7 – JULY 2008 – HAPPY “INDEPENDENTS” DAY!
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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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The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog
We’re getting anywhere from 20+ to 50+ comments on each subject! Come join the fun!
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New BLOG “The Wealthy Freelancer” Features Three Copywriting All-Stars!
Details in Coffee, Mints and Toothpicks and at www.TheWealthyFreelancer.com.
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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 THEMES? MAKE YOUR WORK (& YOU) STAND OUT!
Conceptual “Threads” In Projects Brand Firms While Creating Memorable Content
II. CRISP “FIELD” GREENS: NEW EZINE’S MESSAGE: “WRITING MATTERS”!
LA FLCW Showcases “Writer-to-the-Rescue” Stories. Got One to Share?
III. MAIN COURSE: FROM 3-4K/MONTH TO 3-4K/WEEK! (PART 2 OF 2)
Atlanta FLCW Hits 163K in First Year in Biz (After Working 2 Jobs for 2+ yrs)!
IV. DESSERT: Sweet Success Stories and Tips
VA FLCW Reads TWFW, Creates a Whole New Reality in Seven Days!
TIP: No-Charge/Low-Cost Acrobat Substitute Works Better Than the Original!
V. COFFEE, MINTS AND TOOTHPICKS
- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog
- New BLOG “The Wealthy Freelancer” Features Three Copywriting All-Stars!
- 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 THEMES? MAKE YOUR WORK (& YOU) STAND OUT!
Conceptual “Threads” In Projects Brand Firms While Creating Memorable Content
Just finished some brochure copy for a large commercial printer – a job I got through one of my favorite graphic designers. She’d shown the president two projects we’d worked on together with themes running through them. Themes can effectively brand a company’s value proposition while giving a reader/prospect a framework within which to consider a company’s offering – one that makes that company all the more memorable.
Anyway, he took one look at both pieces, and said, “I want one just like them.”
The first was a brochure for a baggage handling company. We’d zeroed in on a theme of “Delivering Certainty” – the company’s value proposition in every arena, and this became a thread through the whole piece. In content discussions with clients, always listen for patterns in how they do business that might be turned into overarching themes.
Check out the piece at www.writeinc.biz, then “Portfolio,” then “Full-Line Capabilities Brochures,” then scroll down to “Vanderlande Industries.” Once there, you’ll see a description of our strategy. By the way, I was back in the company’s office last week to work on another brochure. As my graphic designer and I were waiting in the lobby, we noticed an interactive display showcasing successful projects, and in the corner of every screen was the now-trademarked tag line, “Delivering Certainty.” Gotta love that.)
The second one was an annual report done for a worldwide charity. After meeting with the client, and hearing about how small a percentage of their overall revenues went to admin costs (14%), giving them the ability to accomplish a lot more than most charities, I came up with an umbrella theme of “MORE.” Check out the piece at www.writeinc.biz, then “Portfolio,” then “Annual Reports,” then “St. Vincent de Paul.”
As for the brochure I just finished, I’d had a few phone sessions with the president, picking his brains about how his company did business differently than the competition. Excellence was their mantra in everything. I tossed that idea in my mental soup, along with a comment from my graphic designer (who’d used this company for years) about how, when she needed a project to be perfect, and the client wasn’t trying to do it on the cheap, she’d go with them. “Excellence” was a bit cliché, so I kept noodling. And then it hit me: “Absolutely.”
Strong word. Full of conviction and competence. A word that inspires confidence – this company absolutely knows what they’re doing. Subheads included: Absolutely Cutting-Edge, Absolutely Flexible, Absolutely Professional, Absolutely Award-Winning, Absolutely End-to-End, Absolutely Prepared, Absolutely “Green,” and others. Client ABSOLUTELY (couldn’t resist) loved it. Give you any ideas? Let’s eat!
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II. CRISP “FIELD” GREENS: NEW EZINE’S MESSAGE: “WRITING MATTERS”
LA FLCW Showcases “Writer-to-the-Rescue” Stories. Got One to Share?
Got this heads-up about a cool new ezine from Los Angeles FLCW John Paul Tancredi, (jpt@spectrumcopywriting.com, www.spectrumcopywriting.com), highlighting “Copywriters Save the Day” scenarios. Check it out.
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Peter: I’m a relatively new FLCW, having left my corporate writing job several months ago. After embarking on my journey last fall, I launched a monthly ezine called “Writing Matters” – celebrating the value of good writing in the business world. Each issue presents a case study where the need for writing services arises in a corporate or small business setting, and typically a freelance copywriter is hired to save the day.
In each issue, I try to touch upon many of the concepts discussed in your books and ezine, namely the challenges corporations and small businesses face regarding their writing needs, plus how a FLCW can make their lives easier. Although the company names are obviously made up, the topics and challenges come from real-life experiences from my many years in Corporate America.
As I approach my ezine’s one-year anniversary in September, I plan on compiling the first 12 issues into an e-booklet (probably as a PDF), where I will not only present each scenario as originally published, but will also add questions and commentary to further involve the reader/prospect. My goal is to make it a true educational experience illustrating the value of good writing and the need for professionals like us. I hope to offer the booklet as a complimentary report.
I’ve always liked your ezine’s simple layout, so I hope you don’t mind that I borrowed it! Visit www.spectrumcopywriting.com/ezine.html to check out archived issues and subscribe to “Writing Matters.” And I welcome good “writer-to-the-rescue” story submissions from my fellow FLCWs! Send ideas to jpt@spectrumcopywriting.com.
PB: John Paul will let me know when the ebook comes out and I’ll pass on the info. In the meantime, send on your stories to John Paul!
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III. MAIN COURSE: FROM 3-4K/MONTH TO 3-4K/WEEK! (PART 2 OF 2)
Atlanta FLCW Hits 163K in First Year in Biz (After Working 2 Jobs for 2+ yrs)!
Last month, Atlanta FLCW Ed Gandia (ed@edgandia.com, www.edgandia.com), shared Part 1 (http://www.wellfedwriter.com/ezine/june2008.html) of his pretty phenomenal story about how he made $163K his first year as a FLCW full-timer. This month, he shares his remaining three key success factors. And make sure to check out the link for his complimentary report at the end. You’ll want this.
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SIX FIGURES: MYTH OR REALITY?
#2: USE A MULTI-PRONGED PROSPECTING STRATEGY. You can’t depend on one prospecting tactic to give you a steady stream of business. You need a more integrated, diversified approach. Although I used a variety of prospecting tactics, I focused most of my efforts on networking and direct mail.
When it came to networking, I didn’t have too many existing contacts with people in the industry I was targeting (software). That didn’t stop me. I joined a local technology association and I networked online via industry discussion forums. I also scheduled lunches with friends and colleagues. I told them about my plans and aspirations. My goal was to spread the word, not necessarily to find a direct business opportunity.
While most of these lunch conversations never turned into business, one led to a win: a friend referred me to someone who, in turn, led me to two of my biggest software clients.
I complemented my networking efforts with direct mail, which I used to generate a steadier, more predictable stream of inquiries. The resulting potential prospects weren’t as ready to do business with me as those who came from networking efforts (they took a bit more convincing). But many of them did eventually become clients.
Networking gave me faster wins, but not every prospect I was referred to was a good candidate. Direct mail took more effort once the inquiry came in, but it was more predictable. Monthly mailings ensured that the inquiries came in every week. Combined, these two strategies still provide me with a diversified, dependable stream of work.
#3: PUT IN THE HOURS. A six-figure freelance writing business takes a lot of hard work. It requires long hours and comes with a certain degree of stress. Don’t let anyone fool you. To reach and SUSTAIN a six-figure income, you’re going to have to put in at least 40 hours every week. Bummed? Don’t be. That’s 40-plus hours in the comfort of your own home. No traffic. No commute. No office politics.
#4: TAKE ACTION. Launching a successful freelance writing business requires a certain degree of competence in your craft. It also requires goals, courage, determination, discipline and purpose. But over the years, I’ve come to realize that you need something else. Something more important. You need to continually TAKE ACTION. Even when you don’t yet have all the answers. And even when you don’t feel like it. Sure, cover the basics: before prospecting in earnest, make sure you have a business card and a simple web site. Your promotional efforts will go that much easier.
But don’t wait till you have the ultimate Perfect Web Site, THE ideal company name and a gorgeously impressive portfolio. Don’t wait until you’re inspired, motivated or have all the answers. Start prospecting. Start getting your name out there. Focus all your energy into achieving your weekly and monthly goals.
Whether you act now or stall for another year, you’re going to make mistakes. That’s okay. Mistakes are a part of launching any business. Just get started!
So the answer is, Yes! A six-figure income as a freelance copywriter or commercial writer is attainable. Very much so. It takes is a reasonable talent level, a solid action plan, a balanced prospecting strategy, a good dose of action, AND the fire in your belly to carry you through the tough road ahead.
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PB: Ed publishes the biweekly newsletter “The Profitable Freelancer.” If you want to score a complimentary copy of his kickbutt report, “7 Steps to Landing More (and Better-Paying!) Freelance Projects,” (which will explain all the above in more detail), visit www.TheProfitableFreelancer.com.
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IV. DESSERT: Sweet Success Stories and Tips
VA FLCW Reads TWFW, Creates a Whole New Reality in Seven Days!
TIP: No-Charge/Low-Cost Acrobat Substitute Works Better Than the Original!
Got the great story below from FLCW Katie Adams (katieadams@cox.net), from Virginia Beach, Virginia about how much one hungry freelancer can accomplish in a week given the right boost (and the right BOOK; let me brag a bit!). That’s followed by a mighty cool no-charge/low-cost (depending on desired functionality) PDF-making tool. Enjoy!
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Peter: I feel compelled to write and thank you for “The Well-Fed Writer.” I have been working as a freelance writer for nearly 8 years but have never intentionally marketed my services. With the downturn in the economy and some instability with my primary client, I thought it was time to start. Within one week of reading your book and beginning to put your suggestions into practice I was able to:
1) Create a website (www.katieadams.homestead.com)
2) Compile a portfolio of writing samples
3) Design and publish a brochure
4) Draft several versions of my resume and accompanying correspondence
5) Create a list of local and national contacts and implement a strategy to begin marketing to them
Most importantly, I have landed two long-term jobs that have given an enormous boost to our family’s financial picture. I know this probably sounds like an infomercial, but your advice was a huge help and tremendously encouraging. I am very, very grateful.
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PB: My web guy shared a tip with me recently for a no-charge (no-charge is good; we like no-charge) PDF-making program. According to him, “I’ve been having problems with Acrobat lately generating odd artifacts when converting from Word to PDF.” In other words, the file changes in appearance from its original form during the conversion. He discovered CutePDF (http://www.cutepdf.com), and it works great. Problem solved. The basic writer is no charge, and the full Acrobat-type version is $49.95 (Acrobat Standard, last I checked, will run you $300). Unfortunately, it’s just for PCs, so us Mac-kies can’t partake. But, sounds like a heckuva sweet deal. Check it out.
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V. COFFEE, MINTS AND TOOTHPICKS
- The WELL-FED WRITER BLOG is Rockin’! http://www.wellfedwriter.com/blog
- New BLOG “The Wealthy Freelancer” Features Three Copywriting All-Stars!
- 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!
*****************************************
NEW BLOG “THE WEALTHY FREELANCER” FEATURES THREE ALL-STARS!
Three freelance copywriter friends of mine you might just know (including two featured in this EPUB), just joined forces to start a blog dedicated to the “business” side of freelancing. It just launched TODAY and it’s full of helpful tips to keep your FLCW business healthy and wealthy. Check it out at www.TheWealthyFreelancer.com and be sure to read the guest article from yours truly on “What Makes a $125-an-Hour Writer?” (a sneak peek from the upcoming revised edition of “The Well-Fed Writer”!)
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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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