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 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
10, ISSUE 11 – NOVEMBER 2011
Publishing
the first Tuesday of every month since May 2002
Read
it Online at: http://www.wellfedwriter.com/ezine/nov2011.html
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MISSED
THE COLD-CALLING TELESEMINAR WITH WENDY WEISS on 10/12?
Or
were you there and would love a recording/transcript of your own? Get both (and
for a budget-friendly price!) at http://www.wellfedwriter.com/coldcallingteleseminar.shtml.
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PARTNER
WITH DESIGNERS FOR A LOW-EFFORT FLOW OF WRITING JOBS!
IÕve
done it for most of my 18-year career. Get ALL the how-to detail in my new ebook. Details here: http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
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NEW! "THE ONE-HOUR SAMPLE REVIEWÓ –
INEXPENSIVE REALITY CHECK!
Struggling in your biz (or starting out), and wondering
if your writing skills are up to snuff? Low-cost peace of mind here: http://wellfedwriter.com/mentoring.shtml.
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Check out The WELL-FED
WRITER BLOG! Weigh in on ÒWhen Does Part-Time Copywriting (vs. Full-Time) Make
More Sense?Ó, ÒWhatÕre Your Grammatical Pet PeevesÓ; and more! http://www.wellfedwriter.com/blog.
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ÒTHE
WELL-FED WRITERÓ (2010 EDITION) HAS WON FOUR AWARDS!
To
Order (FR.EE Bonus/U.S. Shipping): http://www.wellfedwriter.com/ordertwfw.shtml.
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THIS
MONTHÕS MENU:
I. APPETIZER: ARE YOU MISSING
WRITING JOBS RIGHT UNDER YOUR NOSE?
Landing Jobs in Unexpected Ways Reminds Us to Keep Our Radar
Up Everywhere!
II. GREENS: DONÕT LIKE HYPE-Y
COPYWRITING?
Neither Does This Copywriting Guru and HereÕs Why (Plus Tips on No-Hype
Writing!)
III. MAIN ÒMEATÓ COURSE: CLIENTÕS
COMPANY MERGING?
NC FLCW Shares Lessons on Managing
Clients Who Are in the Midst of a Merger
IV. DESSERT: Sweet
Success Stories and Tips
ÒClients from HellÓ Site
Sure to Have You Laughing & Nodding in Recognition!
TIP: UK FLCW Serves up
How-to & Benefits of Your Own ÒTwitter NewspaperÓ!
V. COFFEE, MINTS AND
TOOTHPICKS
- NEW! Cold-Calling Teleseminar Recording & Transcript
Now Available!
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS ALL COURSES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
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I. APPETIZER: ARE YOU MISSING
WRITING JOBS RIGHT UNDER YOUR NOSE?
Landing Jobs in Unexpected Ways Reminds Us to Keep Our Radar
Up Everywhere!
Some years back, I landed a yearÕs
worth of work from a big charity (probably $10K, all told), after a
serendipitous chat I had with a friend in a social setting. We knew each other,
but not professionally, and once she discovered what I did, it was a few short
steps (and yes, beating out the competition) to a pile of work.
A few months back, I ran a piece about a FLCW making contact
with a prospect while playing online Scrabble! (archived
at http://wellfedwriter.com/ezine/june2011.html).
I recalled all this when I got a note from another FLCW, who wrote:
ÒOn and off, I erroneously get phone calls meant for another
local business. Today the sales/marketing person called me to see what could be
done to resolve this. As we were talking, I asked him what their business does.
They do tech stuff: web design, databases, maintenance, support, etc. I have a
lot of tech writing experience, so I told him that. He said theyÕre always
looking for good writers, so IÕll be staying in touch.
You never know when you might run across a potential lead,
even in an unconventional way. The experience reminded me that potential
business really is everywhere around us, and that when we just put the word out
about what we do, and assuming we have the skills, the work often can easily
come our way.Ó
How true. We often get so focused on prospecting only in the
ÒrightÓ places, that we overlook opportunities right under our noses. DoesnÕt
mean we should turn into obnoxious self-promoters, aggressively hitting up our
friends at every turn. But keeping our radar up for opportunities in
non-business settings, is never a bad idea!
Stay tuned for a blog post on this subject. IÕm sure there
are tons of stories out there of work landed through unconventional avenues. On
that happy note, letÕs eat!
ATTENTION: I REALLY need
your short (100-300 words) SUCCESS STORIES for the E-PUB! Landed a great
client? Had a successful marketing campaign? Done something else that boosted
your FLCW income? Send them to peter@wellfedwriter.com.
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II. GREENS: DONÕT LIKE HYPE-Y
COPYWRITING?
Neither Does This Copywriting Guru
and HereÕs Why (Plus Tips on No-Hype Writing!)
Got this great Marketing Minute (to
subscribe: http://www.yudkin.com/markmin.htm) from Marcia Yudkin, about
why she shies away from Òhype-yÓ copywriting. If you feel the same way, youÕll
find a kindred spirit here. And be sure to check out the great articles at the
bottom, including one outlining six no-hype copywriting tips. Enjoy!
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ÒI was looking for a no-hype
copywriter. Glad I found you!Ó
This note from a new client got me
thinking about why so many professional people have a visceral ÒUghÓ response
to a certain style of promotional writing and do not want it representing them
or their company.
* They feel uncomfortable with an
aggressive, circus-barker tone.
* They donÕt want to rile customers,
getting them hot and bothered over something straightforward.
* They donÕt want to be goaded into
the showmanship of Lady Gaga when they feel like The Guy Next Door.
* They abhor any flirtation with
trickery.
* They shudder at the vulgar,
in-your-face language often favored by Òattention at any costÓ marketers.
Instead, they want writing that
earns attention in an honest way, connects with readers, fosters a relationship
of trust and mutual respect, and portrays them as themselves.
If youÕre nodding your head,
recognizing yourself in this description, stick to your preferences. You
deserve copy that persuades with both pizzazz and integrity. Customers who
respond will be the kind of folks youÕd choose as friends.
ON THE WEB: Read MarciaÕs
analysis of hype here, and an article of hers on six techniques of no-hype
copywriting here:
http://www.1automationwiz.com/app/?af=744790&u=http://www.yudkin.com/hype.htm
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III. MAIN ÒMEATÓ COURSE: CLIENTÕS
COMPANY MERGING?
NC FLCW Shares Lessons on Managing
Clients Who Are in the Midst of a Merger
Got this cool piece about dealing with fallout from company
mergers, from NC FLCW Chris Fuller (chris.fuller@performancewriting.com,
http://www.performancewriting.com).
Chris is President of Performance Writing & Public Relations, and founder
of The Career Cobbler (http://www.careercobbler.com),
a blog for those working their way through the new economy. His piece offers good
advice about a common scenario. Enjoy!
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IÕd been thinking about taking the commercial writing plunge
for a while, but when my employer eliminated my job just over three years ago,
I dove in. I soon landed my first client, a vendor IÕd worked with in my
previous position.
They eventually became my biggest client. They were great to
work with, provided interesting assignments, paid well and on time – in
short, the perfect client. But after about 18 months, the work started slowing
down, and then stopped altogether.
I learned that a competitor who was losing customers to my
client decided, if you canÕt beat Ôem,
buy Ôem! Although the product line would continue,
all marketing was halted until the merger was complete. So, with my first,
biggest, and best client being devoured by the competition, my first reaction,
of course, was to panic.
Fortunately, that phase didnÕt last very long. I knew the
acquiring company and thought they might also make a good client. While the
merger was being consummated, I kept in touch with my contact to see how things
were progressing, as well as to stay on his radar until the pipeline opened
again. I also made a point of cultivating a couple of new clients during this
dry spell.
At this point, you may be thinking, ÒWhat about contacting
the acquiring company directly?Ó That may be beneficial, but it may also
backfire, depending on the circumstances surrounding the acquisition. Because I
was familiar with both companies, I knew that contacting the acquiring company
would have been problematic. My advice to anyone else would be to know your
client well, and learn more about the other company before contacting them
directly, lest you unwittingly step into a minefield.
As it turned out, my contact called me a couple of months
later with an assignment, which I made a point of delivering very quickly. Soon
afterward, he asked about my availability for a conference call with his new
bosses from the acquiring company.
I put my best foot forward, and was given one assignment,
then another, and another.
Fast-forward another 18 months, and IÕm now working on a
substantial multi-part assignment for a different division of this large
company, as well as getting regular assignments from the division I began
working with three years ago. Their total billings should exceed $20K this
year, a nice boost compared to the pre-merger days.
If a client of yours is acquired by another company, it can
be a bit unsettling, but it can also mean a great opportunity IF you do the
right things, including:
1) Stay in touch with your client, but donÕt be alarmed if
theyÕre distracted. TheyÕre likely to be as concerned about keeping their job
as you are about keeping their business.
2) Have the future in-laws over for dinner. No, not
literally, but do get to know the other company involved in the transaction. If
it isnÕt immediately apparent, determine which company is the acquirer and
which one is being acquired.
3) Use some of the time you would normally spend on their
assignments to figure out how you can best serve the merged entity, so youÕll
be ready when the opportunity arises. Use the rest of this time to seek out new
clients, in case thereÕs no immediate work for you after the deal is done.
Mergers and acquisitions happen every day in the corporate
world. As freelancers, we can use these occasions to grow and strengthen our
businesses, instead of worrying about whether weÕll have a job when the dust
settles. I like the sound of that.
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IV. DESSERT: Sweet
Success Stories and Tips
ÒClients from HellÓ Site
Sure to Have You Laughing & Nodding in Recognition!
TIP: UK FLCW Serves up
How-to & Benefits of Your Own ÒTwitter NewspaperÓ!
Had a reader send me
this great site showcasing true head-shaking client experiences. Though it
caters to graphic designers, what we do is close enough to what they do to make
it relevant to our world as well! Check it out at http://clientsfromhell.net/.
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What will they think of next? How about ÒTwitter
Newspapers.Ó Got this intriguing tip from UK FLCW Doug Jenner (doug@bestwords.co.uk,
http://www.bestwords.co.uk)
about putting together your own edition of this new direction for Twitter.
Enjoy!
Peter: I came across this very cool idea for setting up your
own automatically generated ÒTwitter newspaper.Ó ItÕs called http://paper.li,
itÕs a f.r.e.e. service that composes the latest tweets from a twitter stream into a digital newspaper.
Every time the paper is published, a tweet is sent
automatically from your Twitter stream. Main contributors get a mention,
so they love you. Plus, you get more Twitter traffic and you tend to pick up
more followers.
It's great for raising your copywriting profile, connecting
with fellow professionals and adding some value. My creation, ÒThe CopywritersÕ
DailyÓ (composed from tweets of those in my personal copywriters list) looks
like this:
http://paper.li/BestWordsmith/1308767312
paper.li
is also a useful tool to help you become
known as an expert in a specific sector. The paper I run from my
'foodies' list looks like this (ÒThe
Foodies DailyÓ):
http://paper.li/BestWordsmith/food-10
If you run Twitter accounts for clients, you can set up
papers for them. YouÕd start by following people appropriate to their
industry/sector. You tweet useful links, you contribute, and soon you build a
small following for your client.
You then select appropriate contributors for your client's
newspaper, you set up a list, and, away you go again. My client was impressed
when he first saw The School Food Daily, and we'll probably be looking to link
it into his current PR campaigns:
http://paper.li/cucina_kitchen#
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V. COFFEE, MINTS AND TOOTHPICKS
- NEW! Cold-Calling Teleseminar Recording & Transcript
Now Available!
- MORE WORK WITH LESS EFFORT? New Ebook
Serves Up the ÒHow-ToÓ!
- THE WELL-FED E-PUB
NEEDS YOUR SUCCESS STORIES!
- The WELL-FED WRITER
BLOG is RockinÕ! http://www.wellfedwriter.com/blog
- AWAI Copywriting (& Other) Courses: Register Here, Get
Bonus CD!
- How Can
My Mentoring Service Serve You?
****************************************
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NEW! COLD-CALLING TELESEMINAR RECORDING & TRANSCRIPT!
Missed the great 10/12 cold-calling teleseminar with Wendy
Weiss? Or did you make it, but would love to score a copy of the recording and
full 38-page transcript? We covered a LOT of ground in nearly 70 minutes, and
the feedback was excellent. Check it out at (and for a song!) at http://www.wellfedwriter.com/coldcallingteleseminar.shtml.
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MORE WORK WITH LESS EFFORT? New Ebook Serves Up the 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. Check it out at http://www.wellfedwriter.com/partnerwithdesignersebook.shtml.
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IÕM
SERIOUSLY LOW ON SUCCESS STORIES!
Landed a great new
client? Starting out and have happy news to share? Been successful using a
particular strategy, approach or specific expertise youÕre willing to share?
Turn it into a success story (100-300 words) or TIP (150-200). Send them to peter@wellfedwriter.com. Archived issues at http://www.wellfedwriter.com/ezine.shtml.
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The
WELL-FED WRITER BLOG is RockinÕ! http://www.wellfedwriter.com/blog
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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.
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HOW CAN MY MENTORING SERVICE SERVE YOU?
For details and testimonials, visit http://www.wellfedwriter.com/mentoring.shtml.
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