Welcome to THE WELL-FED E-PUB!

The companion monthly ezine to the quadruple-award-winning how-to
guide, ÒThe Well-Fed Writer.Ó 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 ÒFreelance Commercial
WriterÓ—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.  

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VOLUME 14, ISSUE 5 – MAY 2015
Publishing the first Tuesday of every month since May 2002  
Read it online at HERE.

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2014 EDITION OF ÒTHE WELL-FED SELF-PUBLISHERÓ NOW AVAILABLE!
And itÕs a TRIPLE award-winner! Check out various book AND ebook
(multiple formats!) products/bundles HERE!

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Get the real-world scoop on a low-effort flow of writing jobs HERE!
And email ME
to get a 25%-Off code (limited to the first 10 emailers!)

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THE WELL-FED WRITER BLOG!
  Weigh in on "This Fallacy Trips Up a
Lot of Writers (and Limits Their Income...)"; ÒThere IS No Copywriting
IndustryÓ; ÒÔHire Other Writers! Make $25-50+ an Hour for Doing Almost
Nothing!Õ (if youÕre really luckyÉ)Ó; ÒWhy Writers DonÕt ÔDeserveÕ to
Make More than $5 to $10 an ArticleÓ; & More!

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THIS MONTHÕS MENU:

I. APPETIZER: DONÕT ASSUME CONVENTIONAL WISDOM IS ALWAYS WISE
Yours Truly Reminds: ÒNever Offer to Discount. Wait for Them to Ask.Ó

II. ÒFIELDÓ GREENS: GETTING WHAT YOUÕRE WORTH?
FLCWÕs Lowball-Client Inquiries Reminds: Stick to Your (Rates) Guns!  

III. MAIN ÒMEATÓ COURSE: IS YOUR MARKETING PLAN WORKING? (Part 2 of 2)
CA FLCW Shares the ÒWhatÓ and ÒHow-ToÓ of Writing-Business Success

IV. DESSERT: Sweet Success Stories and Tips
FLCW from Down Under Shares Email SheÕd Love to Send to a Clueless Client  
TIP: Low-Cost Software Reduces Oft-Typed Phrases to a Few Keystrokes!
 
V. COFFEE, MINTS AND TOOTHPICKS
- MORE WORK WITH LESS EFFORT? Ebook Serves Up ÒHow-ToÓ!
- GOT ANY SUCCESS STORIES YOU'D LIKE TO SHARE? Email ME.
- THE WELL-FED E-PUB NEEDS ALL COURSES!
- The WELL-FED WRITER BLOG is RockinÕ!
- AWAI Copywriting (& Other) Courses: Register Here, Get Bonus CD!
- How Can My Mentoring Service Serve You?

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I. APPETIZER: DONÕT ASSUME CONVENTIONAL WISDOM IS ALWAYS WISE
Yours Truly Reminds: ÒNever Offer to Discount. Wait for Them to Ask.Ó

So, IÕve written a few blog posts lately, in the broad category of
questioning conventional wisdom. This one was about our field in
general (i.e., itÕs not an ÒindustryÓ but rather a response to an
ongoing, never-ending need for writing services).

Meanwhile, this one discusses rates (i.e., because there are no
hard-and-fast rules, rates guides and anecdotal evidence from a
few writers provide an incomplete picture, at best).

The great comments IÕve gotten let me know my thinking is sound (as
opposed to just having spicy-food-induced flights of fancy). And a few
other realizations in the past few days concerning the money side of
our business, have pointed me to a few other assumptions commercial
writers make—to their financial detriment.

Not-for-Profit (NFP) Clients Always Pay Less: No question, compared
to the for-profit world, NFP work generally pays less, but not always. Yes,
the boot-strapped local theatre company or animal shelter just wonÕt have
the money a Fortune 500 would. But, remember, Ònon-profitÓ is an
accounting term, not a report on a given entityÕs financial condition
(hint: The United Way—a non-profit—has plenty of money).

Bottom line, IÕve been working for several years with a marketing
agency specializing in NFP work, and IÕve never had to reduce my
rates. Many of their clients are good-sized entities with all sorts of
funding (AND fee-based services), so they have the budgets.
And this talk of agencies segues nicely into my second pointÉ.

Middlemen (Agencies) Expect a Lower Rate: As the above example
demonstrates, this ÒmiddlemanÓ agency (executing projects for their
clients, and hiring me to help them execute it) doesnÕt expect a lower
rate from me. No, itÕs not uncommon for agencies to expect different
pricing, since they want to Òmark upÓ your services to their clients,
but, again, don't assume thatÕs the case.

And even if you're not cutting your rates, they still might be marking
you up (maybe their client is well-heeled enough to afford your
rate PLUS a premium).

Simply put, with either scenario above, never offer—unsolicited—to
discount your rate. If you do, of course theyÕll accept (wouldnÕt you?),
and then perhaps make a higher mark-up than theyÕd planned to. Wait
for them to ask. Maybe they will, and then you decide what to do. But,
maybe they donÕt, and you just got a raise. On that happy note, letÕs eat!  

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II. ÒFIELDÓ GREENS: GETTING WHAT YOUÕRE WORTH?
FLCWÕs Lowball-Client Inquiries Reminds: Stick to Your (Rates) Guns!  

Great reminder—from a FLCW who wishes to stay anonymous—about valuing
your skills (assuming theyÕre solidÉ), and how easy it is to fall into
Òlow-rateÓ thinking.
   

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Last week, I received emails from two different prospects asking for
quotes on a large volume (20-100) of articles/blog posts. In my
experience, clients looking for large numbers of articles are usually
looking to pay rock-bottom rates, but I went ahead and replied, giving
them my typical fee of $200-250 per piece for these.

Not unexpectedly, they both thanked me, but said my rates were too
high. One said heÕs been working with a writer who charges one to two
cents per word—$3-$6/article!—while the other was looking to spend $35
to $45 per article.

This experience reinforced the ÒFour-Minute-Mile BarrierÓ message
Peter shared in last monthÕs ezine, about the connection between
your beliefs and the results you get. One of these writers believes
his articles are worth as little as $3 each, so thatÕs all he earns!

Unfortunately, there are way, way too many freelancers who allow
limiting beliefs and poor perceptions about freelance pay to shape
what they earn. If youÕre a freelance writer—or any self-employed
professional—whoÕs good at what you do, decide what your work is
worth, to you and your clients, and then charge that, with no apologies.

Not everyone will pay it, but thatÕs OK. Lots of clients donÕt pay my
rates, but lots do. Then focus your time and energy on finding and
landing clients that WILL pay what youÕre worth — and donÕt worry
about (or settle for) clients that wonÕt.

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III. MAIN ÒMEATÓ COURSE: IS YOUR MARKETING PLAN WORKING? (Part 2 of 2)
CA FLCW Shares the ÒWhatÓ and ÒHow-ToÓ of Writing-Business Success

Part 2 of a solid two-parter on developing and implementing a marketing
plan, from Temecula, CA FLCW Maria Pease (Part 1 HERE). Not
necessarily Ònever-seen-beforeÓ stuff, but building a commercial
freelancing business doesnÕt require groundbreaking approaches, but
rather, consistent application of the fundamentals, and thatÕs what
this no-nonsense, step-by-step piece offers.

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Last month, we shared some ideas on how to market your business. In
this second part, letÕs discuss creating a schedule for putting the
plan into action.

1. First order of business is your website. All your marketing
materials should include your web address, so get it done. Remember,
your website is a marketing hub, and the first stop for clients in the
market for writing services. And theyÕll visit to learn more about you
and view your samples. Keep it simple, yet professional and easy to
navigate.

While you only have to create it once, itÕs not a bad idea to update
it with new samples, articles or other information about once a month
(or more often).  

Schedule: Add content once a month.

2. Print business cards with your name, phone number, and
email/website addresses. Because you want a simple, clean,
professional look, consider hiring a designer to help create the right
image. While a professional look might not be noticed, an
unprofessional one will. Always send/hand out two to each contact: One
to keep, and one to pass on.

Schedule: Right away and re-order as needed.

3. An email signature is something many professionals overlook. Take
5-10 minutes to create one, and consider using questions (ÒWrestling
with writing your own copy?Ó) to attract your ideal prospect, vs. just
making it a short resume.

Schedule: Right away.

4. Start writing your LinkedIn profile. Once complete, invest some
time there each week (with limits, so itÕs not a Òtime-suckÓ), start
making connections and endorsing other professionals. This is a great
place to find clients in your niche.

Schedule: Weekly.

5. Write your first press release and submit it to a low-cost
press-release distribution service like PRWeb. DonÕt lead with YOU,
but rather, highlight a challenge many business professionals face,
and one that you address.

Schedule: 2 to 4 times a year or as you have business news.

6. Once open, make a list of prospects and start cold calling. Keep
your anxiety level low by shooting simply to make X # of calls daily,
NOT to land a Òhot leadÓ or actual writing gig. YouÕll stay loose and
relaxed, boosting your chances of success.

Schedule: Weekly.

7.  Direct mail: If youÕre mailing a relatively small number, count
on following up by phone or email to enhance your response rate. While
thereÕs no BEST way to do direct mail (many do just postcards), one
good strategy would be:
 
¥    Introductory letter to start
¥    Second letter (two months later); offer free consultation or free report
¥    Postcard (three months later) and then repeat 2-4 times a year.  

 Schedule: Ongoing

8.  (Optional): Start an e-newsletter (1-2 pages), focused on your
niche. Offer a free report—addressing challenges your target audience
faces—when people subscribe. Make it useful and valuable so people
will stay subscribed.

Schedule: Ongoing – weekly, bi-weekly or monthly

Those are just a few of the marketing tasks you can implement to
ensure a well-rounded marketing plan. Plan out your tasks to make it
easy to stay on track. Over time, add new ideas and drop those that
arenÕt working. Committing one day a week to marketing will
dramatically boost your chances of success.

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Maria Pease is a freelance copywriter & author of the Sam Parker
Mystery Series. She lives in Temecula, CA. Feel free to contact her at
www.freelance-writing-success.com & www.mariapease.com

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IV. DESSERT: Sweet Success Stories and Tips
FLCW from Down Under Shares Email SheÕd Love to Send to a Clueless Client  
TIP: Low-Cost Software Reduces Oft-Typed Phrases to a Few Keystrokes!

Not a success story in the pure sense (AND proof that I NEED your
success stories; send them to ME, please), but a little levity from
Australian FLCW Ally Chumley. Here, the goal was to successfully
retain a client with whom she didnÕt see eye-to-eye.

Often we know better than clients whatÕs needed, but in the end,
theyÕre the boss. So sometimes, a gig is justÉa gig. We donÕt always
get our way, but thatÕs the trade-off in our field. We get paid well,
but, in the end, clients get what they want. Ally gives voice to our
frustrations hereÉ

Following that is a great tip on a macro-type software for Mac from
Crystal Lake, IL FLCW Melissa Weir. As for you PCÕers (someday,
youÕll wise upÉ), check out Breevy to accomplish the same thing!  

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The client wanted an advertisement disguised as an editorial. He
had politely been advised that his Ôinfomercial scriptÕ style wasnÕt
really suitable, but chose to ignore this advice, eliciting this
reply—minus the parentheses, of course...

Hi Bertram: Thanks for your feedback (yeah - thanks a lot!). To be
(as) honest, (as I can afford to be) I disagree with your
interpretation of the suitable style for this article (you havenÕt
got a clue
). I worry that your suggested approach will make it an
obvious plug or advertisement (in case you arenÕt familiar with the
idiom
) for your product, whereas the article we (well, ÔIÕ actually,
but I like to give the impression that I work in an office full of
esteemed colleagues
) prepared is far more subtle (and, I think,
effective
).

However, I (have little choice but to) realize that everyone has
different interpretations (everyoneÕs an "expert") of what is
appropriate editorial content, and I am happy (and forced) to have
the article rewritten in your preferred (mutilated) format. It will be
completed (grudgingly) and sent through to you shortly (after I
get around to re-writing it, following the late night movie
).

Kind regards, (I really need your business), Ally.

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PB NOTE: Yes, she did keep the client, but as she shared with me: ÒI
did another job for him, but he was one of those fly-by-nighters who
felt that his wife/mother-in-law/cleaning lady was 'a bit of a writer'
who could turn out a few brochures for him equally as well, so my
services weren't required after his brief flirtation with professional
copywriting.Ó
And so it (often) goesÉ

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I use a piece of cheap software called ÒText Expander." If you have
repetitive word strings, sentences, paragraphs, signatures or even
words you commonly misspell, you assign keystrokes (3 or 4) to
represent whatever long string you need inserted in your document.

For example, my mailing address is a pain to type over and over. So
IÕve set up a series of keystrokes to represent the address. Now,
whenever I want to show my mailing address, I just type out
Ò;mailaddyÓ (the semi-colon tells the software to type my expanded
mail address and not ÒmailaddyÓ) and my entire mailing address (4
lines) pops up. It works in every software IÕve used so far. ItÕs
amazing, and I love it.
 
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V. COFFEE, MINTS AND TOOTHPICKS
- MORE WORK WITH LESS EFFORT? Ebook Serves Up ÒHow-ToÓ!
- GOT ANY SUCCESS STORIES YOU'D LIKE TO SHARE? Email ME.
- THE WELL-FED E-PUB NEEDS ALL COURSES!
- The WELL-FED WRITER BLOG is RockinÕ!
- AWAI Copywriting (& Other) Courses: Register Here, Get Bonus CD!
- How Can My Mentoring Service Serve You?

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MORE WORK WITH LESS EFFORT? Ebook Serves Up ÒHow-ToÓ!
ThatÕs not hype. ItÕs how my business has worked for the better part
of 18 years, thanks to some juicy partnerships with graphic designers.
The result? 1-2 jobs virtually every month with little or no effort on
my part. And I put all the how-to details down on paper. Details HERE.
And email ME to get a 25%-Off code (limited to the first 10 emailers!)

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GOT ANY SUCCESS STORIES YOUÕD LIKE TO SHARE?
While my call for submissions netted some things a few months back, IÕm
still a bit lean on success stories. Whether starting out or experienced, if
you recently had a noteworthy success (i.e., landed a new client—perhaps
in an unusual way—a new gig, new work from an old client, or anything
else that has a good lesson for your fellow FLCWÕs), send it on to ME.

100-300 words is great.    

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IÕM (STILL) SERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
Got a great strategy, approach or specific expertise youÕre willing to share?
Turn it into a Feature (MAIN COURSE) for the EPUB (500-600 words;
query first). ALSO, send your ÒGREENSÓ (200-400 words), TIPS (100-200)
and SUCCESS STORIES (150-300) to ME. Archived issues HERE

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The WELL-FED WRITER BLOG is RockinÕ!

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