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" – the designation for anyone who freelances for businesses(as opposed to writing magazine articles, short stories, poetry, etc.), andtypically earns $50-125+ an hour. 

 

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VOLUME 9,ISSUE 5 – MAY 2010 – OUR 8TH ANNIVERSARY!

Publishingthe first Tuesday of every month since May 2002 

Read itOnline at: http://www.wellfedwriter.com/ezine/may2010.html

 

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"THEWELL-FED WRITER," 2009 EDITION – NOW AVAILABLE!

FR.EEe-Bonus & U.S. Shipping. http://www.wellfedwriter.com/ordertwfw.shtml.

 

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JUNE GROUPCOACHING ADDS NEW ENHANCEMENTS! Longer sessions and Q&A Summary!Details/testimonials at http://www.wellfedwriter.com/groupcoaching.shtml.      

 

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LAST DAY TOSAVE $200 ON KICK-BUTT 8-SESSION B2B WEBINAR – “The ‘Business Side’ ofB2B Copywriting: How to Get Clients, Grow Your Business and Boost Your Income.”Details: in Coffee and http://www.awaionline.com/d2/virtualworkshop.

 

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I’MPRESENTING AT (NO-CHARGE) VIRTUAL SELF-PUBLISHING CONFERENCE

May 12-14(My talk: the 14th). Details: http://www.selfpublishersonlineconference.com 

 

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I NEED YOURGREAT STORIES FOR THE EPUB! I'm seriously low on ALL courses and would love toget your success stories, strategies, tips and features. See"Coffee." 

 

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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: ARE YOU DELIVERING EPIPHANIES?

WhenProspects See the Difference a Writer Makes, They Want It for Their Business!

 

II."FIELD" GREENS: IT’S NOT EASY BEING (CREDIBLY) GREEN!

CopywritingMaven Shows How to Advise/Write For Clients Wanting to Be “Green”!

 

III. MAIN“MEAT” COURSE: DOES YOUR BUSINESS NEED A TUNE-UP?

GA FLCWShows How To Diagnose Your FLCW Business Like A Great Mechanic

 

IV.DESSERT: Sweet Success Stories and Tips

AtlantaFLCW and Group Coaching Grad Builds “Sharing” Network with Other Grads!

TIP: Web/SEOPro Advises: Make Contact Forms Short and Sweet!

 

V. COFFEE,MINTS AND TOOTHPICKS

- Last Dayto Save $200 on Kick-Butt 8-Session B2B Prospecting Webinar!

- GROUPCOACHING! June Series Now Filling & Offers New Enhancements!

- 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.APPETIZER: ARE YOU DELIVERING EPIPHANIES?

WhenProspects See the Difference a Writer Makes, They Want It for Their Business!

 

I wasrecently referred to a blog pro (Gary Jones: http://gamajo.com)for some updating and SEO on TWFW blog. Gary gently suggested that, in additionto the planned updates, I might consider a new look-‘n-feel since the existingone was a bit…dowdy. I resisted, arguing that people came to my blog for theinfo and rich discussions, and didn’t care what it looked like. The first? Nodoubt true. The second? Well, you can convince yourself of anything when youdon’t want to spend the money.

 

Long storyshort, he (and his designer: http://graphicallydesigning.com)quoted me an exceptionally reasonable rate, and we moved forward. And when Isaw the result (http://www.wellfedwriter.com/blog),I was blown away. There was no way anyone could visit this far more dynamic,contemporary and reader-friendly portal, and not leave with a more positiveimpression about me and my work than would have been the case with the previouslook. Until I saw the difference, I just didn’t know any better.

 

Well, ourclients are much the same. Once they see the difference a good writer makes,they’re far more inclined to want to hire one regularly. Copywriting pro JennMattern (http://allfreelancewriting.com/),in a recent blog comment, echoed this: “Many prospects are incrediblyinterested in hiring a writing professional once they’ve been convinced of thevalue. There’s this ‘A-ha!’ moment when they realize poor copy might becontributing to their poor conversions (or that they could improve alreadydecent results).”

 

OR simplythat really good writing portrays their business in a far more professional andeloquent light. I have seen the truth of this countless times in my career:when clients see the difference a professional writer makes, the light bulbgoes on and suddenly they realize what they’ve been missing, and want to makeup for years of lost time and bad writing. We simply need to be educatingthrough our marketing (AND our solid samples).

 

I assertthe poorly-written materials many prospects have is far more a function ofsimply not knowing any better and not being exposed to the difference a goodwriter can make, than some conscious decision to NOT hire a writer. The thinkwhat they have is good enough until they see something far better. Our fieldpays more precisely because those clients who DO appreciate good writing haveto be ferreted out and cultivated. But what client doesn’t want their businessto look and sound good? So, I promise, they’re out there. On that happy note,let’s eat!

 

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II."FIELD" GREENS: IT’S NOT EASY BEING (CREDIBLY) GREEN!

CopywritingMaven Shows How to Advise/Write For Clients Wanting to Be “Green”!

 

MarciaYudkin is one of the “good people” in our business. Gifted copywriter, exceptionalcoach, authority on creating information products, and publisher of the popularweekly Marketing Minute (http://www.yudkin.com/markmin.htmto subscribe). In the4/7/10 edition, she offered the advice below to marketing folk about how to be“green” and do it credibly. As I read it, it occurred to me that the advice sheoffers is excellent for copywriters working with companies wanting to put theirenvironmental responsibility on display AND do it in a way that resonatesauthentically with their audience. Check it out!

 

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Enthusiasticabout preserving Earth? If you want to highlight this commitment as part ofyour business pitch, be aware that cynicism lurks in the minds of manycustomers.

 

To showthat you're not just pretending to jump on today's greenwagon, incorporate asmany as possible of these factors into your marketing copy, suggested in thenew book Guerrilla Marketing Goes Green by Shel Horowitz and Jay ConradLevinson

(www.guerrillamarketinggoesgreen.com).

 

1. Hardfacts (what you've done), not commitments (what you say you'll do).

 

2.Substantiation for your claims - for example, back up the statement that youroperations are carbon-neutral.

 

3.Third-party green certifications, with links that show what they mean.

 

4.Non-promotional material that helps readers understand the issues on whichyou're taking action.

 

5. Advicefor readers on how they too can follow suit.

 

6.Transparency and truthfulness. Don't attempt to hide elements that go againstyour overall stance.

 

Yourreward: The trust of those who share your convictions, respect from those whohaven't yet seen the light, and joyfulness in your conscience.

 

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III. MAIN“MEAT” COURSE: DOES YOUR BUSINESS NEED A TUNE-UP?

GA FLCWShows How To Diagnose Your FLCW Business Like A Great Mechanic

 

I haveenormous respect for my fellow Atlanta FLCW, by Ed Gandia (ed@edgandia.com, www.edgandia.com). He’s the real deal:hard-working, methodical, generous, and exceptionally successful (Ed made $163Kin his first full-time year as a FLCW; ponder that…). So, listen to the man. Inaddition, Ed is the co-founder of TheWealthyFreelancer.com and co-author of THE“WEALTHY FREELANCER: 12 Secrets to a Great Income and an Enviable Lifestyle.”To download 3 free chapters of his book, visit www.TheWealthyFreelancer.com.  

 

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Mygrandfather was a top-notch auto mechanic. He could determine what was wrongwith your car simply by listening to your engine and asking a few questions.This was way before fancy diagnostic systems. If you were a mechanic back then,you really had to know your stuff. Because YOU were the diagnostic system!

 

As afreelance commercial writer (FLCW), it’s important to develop the samediagnostic skills a savvy mechanic possesses. Doing so enables you to reach andmaintain high performance levels. And when performance falters, knowing how toidentify and address the root cause will help you rebound much faster.

 

Here arethe areas I would focus on as you develop your own diagnostic process:

 

1. ARE YOUGOING AFTER THE RIGHT MARKET? Does this market truly understand your value? Doprospects in this market “get it”? Do they normally hire FLCW’s in your field?Are they willing to pay what you’re worth? Are they hiring FLCW’s andcontractors in a down economy… or are they cutting back across the board?

 

2. ARE YOUDIFFERENTIATING? Letting the world know that you’re open for business is notenough. You need to tell your prospects what you bring to the table, why theyshould care and why you’re different. Above all, what you say must resonatewith them; being different, by itself, is not going to matter if they don’t seethe benefit.

 

3. DO YOUREALLY UNDERSTAND YOUR PROSPECT’S WORLD? Are you plugged into what she facesevery day — her challenges, concerns, aspirations and beliefs? Do youhave a clear picture of the conversations going on in her head?

 

4. ARE YOUSTEADILY WORKING ON GENERATING LEADS? Once you know whom you’re going after,pursue those prospects actively (direct mail, cold-calling, tapping personaland business contacts, etc.) and/or passively (social media, publishedarticles, press releases, etc.). And do it consistently, not just when you needwork.

 

5. ARE YOUCONVERTING ENOUGH LEADS TO CLIENTS? If you’re generating a decent number ofleads but not turning enough into clients, you need to evaluate your approach.Are you following up quickly and often? Asking the right questions when youfollow up? Are your proposals persuasive? Does your pricing strategy need work?

 

6. ARE YOUSTAYING IN TOUCH WITH LONGER-TERM LEADS? What are you doing with prospects whoaren’t ready to hire you now? Are you staying in touch without being a pest?Are you sending value-added information like newsletters, articles of interestor handwritten notes with good ideas? A big chunk of my business comes fromprospects I stayed in touch with for months (even years) before they hired me.

 

7. HOW’SYOUR CUSTOMER SERVICE? Are you meeting all your deadlines? Do you try toover-deliver on every project by offering good ideas and suggestions? Do youkeep your clients in the loop when appropriate? Are you a pleasure to dobusiness with?

 

8. ARE ALLYOUR SERVICES STILL APPROPRIATE? Are all your services still right for you andyour target market? Are there some services that you’re not currently offeringbut that would make sense to add to your roster?

 

Take acouple of hours one morning to go over these questions. Draft a list of areaswhere you need to make some adjustments. And develop a simple action plan toget it done. Sometimes it’s the little changes that can make all thedifference.

 

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PB: Okay,an Ed Gandia Trifecta: 1) To download 3 free chapters of THE WEALTHYFREELANCER, visit www.TheWealthyFreelancer.com;2) Got a family? Looking for a GREAT primer on launching your FLCW biz thesmart, responsible way, and while working elsewhere? Check out http://www.StopWishingandStartEarning.com(based on Ed’s own firsthand experience); and 3) Serious about breaking to B2Bwriting, where respectable businesses have healthy budgets and ongoing needs?Join Ed, Steve Slaunwhite and Pete Savage here: http://www.awaionline.com/d2/virtualworkshop.

(And today– 5/4 – is the last day to save $200, so don’t miss it…)

 

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IV.DESSERT: Sweet Success Stories and Tips

AtlantaFLCW and Group Coaching Grad Builds “Sharing” Network with Other Grads!

TIP: Web/SEOPro Advises: Make Contact Forms Short and Sweet!

 

Okay,forgive a little self-promotion here about my group coaching program, but gotthis great update from budding Atlanta FLCW Jenny Munn (http://JennyMunn.com) who was in my February groupcoaching series, about what happened AFTER the series ended. This is wherethese series can end up go. Enjoy!

 

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As themonth of our coaching drew to an end, a few participants expressed the desireto continue collaborating. One of them formed a small Yahoo group for thoseinterested and about 8 of us signed up. We’re very active on the forum andshare interesting links, courses, book recommendations, questions, and best ofall, we critique each other’s client work. We bonded over the coaching and haveformed a sort of “beginning copywriter’s mastermind group.” It has beeninvaluable as I start my new copywriting business. Peter, thanks for helpingbring together a community of us newbies!

 

Check outfull details of the June series now enrolling (including new enhancements ANDtestimonials) at http://www.wellfedwriter.com/groupcoaching.shtml. 

 

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Great tipfrom Katherine Andes (http://www.andesandassociates.com), who contributed a two-parter tothe E-PUB (http://www.wellfedwriter.com/ezine.shtml)in March/April. I’m with her on this 100%. Make me work too hard to reach youand I’ll leave. Great advice for your own site or when advising clients oncreating theirs. Sign up for Katherine’s “Easy Web Tips” at http://andesandassociates.com/NEWSLETTER_LHPX.html.

 

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Some of myclients complain that almost no one fills out their contact forms on theirsites. When I look at the contact form, I can see why: they’re simply too long.They may be asking perfectly valid questions for the business, but, remember: THEMORE PEOPLE HAVE TO TYPE IN A CONTACT FORM, THE MORE LIKELY THEY ARE TO ABANDONIT AND THE WEBSITE. 

 

This isespecially true if you ask for a physical address and phone number. Visitorshate that. Sure it would be nice to have an address to build your directmailing list, but your initial contact with a customer via a website is not thetime and place to build a list. 

 

I REQUIREONLY ONE THING: AN EMAIL ADDRESS. Without it, a store or business can’t reply. I’llalso include boxes for first and last names and comments. But those fields areoptional. And for those completely “contact-form-averse” customers,display a simple click-through email address so they can write you directly.

 

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V. COFFEE,MINTS AND TOOTHPICKS

- Last Dayto Save $200 on Kick-Butt 8-Session B2B Prospecting Webinar!

- GROUPCOACHING! June Series Now Filling & Offers New Enhancements!

- 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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LAST DAY TOSAVE $200 ON KICK-BUTT 8-SESSION B2B WEBINAR – “The ‘Business Side’ ofB2B Copywriting.” Three copywriting colleagues at the top of my “Respect/TrustList” – Steve Slaunwhite, Pete Savage and Ed Gandia – havecollaborated on this outstanding no-hype program designed to give you apowerful foundation in writing for the B2B market. If I were starting today,I’d want to learn from these guys. Get all the details at http://www.awaionline.com/d2/virtualworkshop.

 

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JUNE GROUPCOACHING (WITH NEW ENHANCEMENTS) NOW FILLING!

In thestart-up stage of your commercial freelancing business? Looking for guidance,confidence and camaraderie? Check out Group Coaching June Series now enrolling!For all the details, new enhancements, and a pile of glowing testimonials frompast participants, visit http://www.wellfedwriter.com/groupcoaching.shtml.

 

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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"

 38-PAGE e-Transcript! $12: www.wellfedwriter.com/jan07tstranscript.shtml.

 

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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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