Welcome to THE WELL-FED E-PUB!
Serving up food for thought and tasty tips for the prospering writer. Come
on in, sit anywhere and bring your appetite!
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VOLUME 5, ISSUE 9 – SEPTEMBER – NEW BOOK RELEASE!!
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“THE WELL-FED SELF-PUBLISHER”: NOW AVAILABLE!
Book (hard copy and ebook versions) PLUS phenomenal companion ebook (“The Well-Fed SP Biz-in-a Box”) available at www.wellfedsp.com!
ALREADY BOUGHT THE BOOK? DID YOU LIKE IT? IF SO,
Might you run on over to Amazon and write a review? I’d be
most grateful! http://www.amazon.com/gp/product/customer-reviews/0967059860/ref=cm_cr_dp_pt/102-8104184-3297769?ie=UTF8&n=283155&s=books
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FINAL CLOSEOUT!! WELL-FED WRITER SEMINAR (6 CDS) – Just $79.95!!
Includes shipping, ebook, & CD. http://www.wellfedwriter.com/cdseminar.shtml.
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UPCOMING SEPTEMBER APPEARANCES: ATLANTA & ROCHESTER, NY
“WF Self-Publisher” Seminar (ATL) and “Fundamentals of Sales & Marketing” Keynote (Rochester); Details: Dessert & http://www.wellfedwriter.com/SeminarDates.shtml
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THIS MONTH’S MENU
I. APPETIZER: Success Is About Who You Know and How You Work! (Part 1 of 2)
The Power of Cultivating Connections & Being an “Easy-to-Work-With” Writer!
II. CRISP “FIELD” GREENS: NEW FLCW CUTS APRON STRINGS & THRIVES!
SC FLCW Goes Solo and Shares Two Strategies for Hitting the Ground Running!
III. MAIN COURSE: TEACH A CLASS; BOOST YOUR PROFILE & BANK ACCOUNT!
Idaho FLCW Shares Ideas on Crafting SBDC Writing Course (& Good Writing, Period!)
IV. DESSERT: Sweet Success Stories and Tips
TIP: ATL Author Serves up “Three Tips for Breaking Out of a (Creative) Rut!”
New Article (and Book!) on the HOT White Paper Market!
V. COFFEE, MINTS AND TOOTHPICKS
- FINAL CLOSEOUT!! The Well-Fed Writer Seminar (6 CDS) – Just $79.95!!
- September “Well-Fed Writer” Appearances: Atlanta & Rochester, NY!
- The BIGGER Banquet! (EPUB Issues 1-39; JUST $11.95!!)
- AWAI Copywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge!)
- Well-Fed E-Pub Needs All Courses!
- Want Some Well-Fed Business Cards To Spread The Word?
- How Can My Mentoring Service Serve You?
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I. APPETIZER: Success is About Who You Know and How You Work! (Part 1 of 2)
The Power of Cultivating Connections & Being an “Easy-to-Work-With” Writer!
I’ve had a MOST financially interesting couple of months of late that underscores the importance of making connections, and how you never know where something can lead. A little background. A few years back, I made a great new graphic design contact. Experienced, creative, and we clicked personally (if you haven’t hammered out your alliances with a few good GDs, do it. It’s absolutely been “the gift that keeps on giving” for me. As they find work for themselves, they call on you for the copywriting end).
I met her when she was working part-time for my long-time GD contact, with whom I still work steadily. When things got a bit slow, she turned to full-time freelancing, and because her rates were exceptionally reasonable, I started using her more and more.
Together, we landed a juicy gig (against stiff competition, a story I’ll tell another time) with the Atlanta chapter of a worldwide charity, to redo virtually everything. We’re doing great work together, the client loves us, and hasn’t flinched at our healthy market rates.
In any case, she talked me up to a friend of hers (JoJo) with a marketing company (who was using another writer with whom she wasn’t always happy). An opportunity arose with a real estate developer (who was using a marketing company that wasn’t getting the job done; see how this business works?) who hired JoJo to rescue their most pressing project, a Power Point presentation to sell investors on a new investment concept.
I had one chat with the developer, turned around the project in about 4 days, they loved it and promptly hired me to do their marketing brochure. Same outcome. More projects on tap. Meanwhile, JoJo’s hubby, who owns a printing company, has a conversation with a long-time client, the creative director (CD) of a huge local firm, who was lamenting the sudden departure of her regular writer for personal reasons. And no, believe it or not, this CD, at this plum of an account with TONS of ongoing work, didn’t have a rolodex full of writers waiting in the wings (word to the wise). Sometimes landing the work really is nothing more than being in the right place at the right time with the right connection.
Hubby mentions it to JoJo, who promptly emails CD with a “have-I-got-a-writer-for-you” note. An hour later, CD calls yours truly, 48 hours later, we meet, and she drops a succulent annual report in my lap (since then, several co-workers have emailed me, asking when I can discuss THEIR projects). Then, a week later, CD calls me from vacation visiting her brother, who’s starting a new company and needs a name for it. And I’m booked again. All told, roughly $13K in new work, all originating from this one graphic designer (and not counting other work I have going on), and more on the way. All because I cultivated a good contact who spread the word.
Of course, key to this success is that I’m doing good work, making my clients’ lives easier, and making them look good. Next month, we’ll hear straight from a writing buyer about a few writers who aren’t easy to work with, and why! Let’s eat!
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II. CRISP “FIELD” GREENS: NEW FLCW CUTS APRON STRINGS & THRIVES!
SC FLCW Goes Solo and Shares Two Strategies for Hitting the Ground Running!
Tim Kelly (tim.kelly@crackthebell.com, www.crackthebell.com) of Columbia, SC sent me this great success story along with a few tips worth remembering. Enjoy!
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I bought your book back in 2003. With a wife and three kids, it took me three years to leave my old agency and go solo, but I’ve finally done it, and things are going great. I do still have a part time PR job with a law firm to fall back on, but plan to leave that within a year if things keep progressing this well. Two tips worth sharing:
1) Don’t be afraid to hit up your old employers for work. The day I left my old agency, they put me on a monthly retainer. Now granted, my business is strictly limited to writing – I do traditional PR as well – but I don’t think my case is unusual.
2) Writing for the web is proving quite lucrative. I’ve gotten three jobs from a web design company that I worked with through the old agency. There are tons of great web designers and companies out there, but very few of them can write or have writing staff.
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III. MAIN COURSE: TEACH A CLASS; BOOST YOUR PROFILE & BANK ACCOUNT!
Idaho FLCW Shares Ideas on Crafting SBDC Writing Course (& Good Writing, Period!)
Got a cool note from Lewiston, Idaho FLCW Lisa Manyon (lisa@writeoncreative.com, www.writeoncreative.com) some time back, about a course proposal she was putting together for her local SBDC (Small Business Development Center). Good stuff for several reasons. For starters, it’s a great idea (though not new): leverage your writing business into seminars for different entities (i.e., a local SBDC, community college, marketing organization, etc.) and Lisa provides good ideas on structure. Plus, not only might you get paid, you’ll also raise your profile in the community, AND perhaps land real work. Secondly, some of the content she’s including in the course was chockfull of great reminders of how we should (but don’t always) write powerful copy. And wait’ll you check out the update Lisa sent me. This woman’s smart, savvy, and on a roll. All you “small-towners”? Here’s a good strategy for making the most of a limited market. Enjoy.
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SBDC Course Proposal: WORDS SPEAK VOLUMES – Copywriting
Basics
1) Learn why copywriting is one of the most important elements
of all of your promotional, marketing and advertising materials
2) Peer reviews of your own marketing material content and/or group review of
marketing materials provided by instructor
3) Examines the basic formula for copy that sells
4) The pros and cons of hiring a professional copywriter
What You Will Take Away From This Seminar:
1) Examples of copy that sells
2) A takeaway sheet with tips on the importance of good copywriting
including comments from industry guru and award-winning author/copywriter Peter
Bowerman (The Well-Fed Writer) and Lorrie Morgan-Ferraro of Red Hot Copy who
has written for Mark Victor Hansen one of the Chicken Soup for Your Soul guys.
3) The ability to objectively critique your own copy (or
samples provided by instructor)
4) A formula for success
5) A recommended reading list to expand your knowledge.
I will be developing the curriculum to speak directly to small business
owners to help them prevent common start-up mistakes regarding advertising and
marketing copy. WORDS SPEAK VOLUMES (the importance of strong copywriting
and content in marketing/advertising materials) is the third seminar in a
series that includes:
1) IMAGE IS EVERYTHING (the importance of strong identity packages and continuity in marketing materials)
2) PLAN THE WORK AND WORK THE PLAN (the importance of having a strategic plan and actually implementing it)
3) IN THE PUBLIC EYE (how to gain free publicity).
I will intro the takeaway piece with information on
lackluster copy and how it doesn’t make sense to invest in a professional
promotional piece if it doesn’t tout both features and benefits as well as
compel the consumer to take action. I’ll use some real life examples of
copy I have seen that is just plain weak (the names of creators and companies
will be withheld to protect the guilty and I’ll even whip up some bad examples
for class critique and provide a revised version for impact).
An example might be a brochure created for a golf course that talks about the beauty of the course, the various membership packets including social membership with access to the swimming pool and the fact that golf pros are on hand. While this is good info, “what’s in it for me?” How will the beauty of the course impact my game (is the course difficult, how long does it take to play a round)? How will a social membership benefit me? What do the golf pros have to offer that will improve my game? The piece doesn’t tell me. The piece also doesn’t offer pricing information or any testimonials from any members who could help sell me on the experience.
Finally, there are no emotions involved. Emotion is key to
the customer/service provider relationship. If customers aren’t
emotionally connected to an idea or experience, chances are, they won’t bite.
I’ll follow up with a piece that does the job and does it well.
UPDATE From Lisa: I conducted the series (yes, for pay). In fact, they’re hiring me to do another session this fall. The exposure from the first session was great (newspaper and Chamber mentions, plus buzz about “the lady doing copywriting” – I’m the only person marketing these services in the area). Also being the kind, community-minded person I am, I volunteered to write a monthly column in the Chamber newsletter on marketing and copywriting. The Chamber was in need of quality content for their newsletter and now every month I have a full-page ad (so to speak) showcasing my work to over 900 business owners plus their employees. Check out the first two articles in the “Article” section of www.writeoncreative.com: “What Are Your Words Worth?” and “Are You Selling What Your Customers Want to Buy?” Yes, there’s a method to my madness. I’m spinning the first series of SBDC trainings into a book and need to work on building relationships with clients who are ready to buy when it’s published.
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IV. DESSERT: Sweet Success Stories and Tips
TIP: ATL Author Serves up “Three Tips for Breaking Out of a (Creative) Rut!”
New Article (and Book!) on the HOT White Paper Market!
Good friend, fellow Atlantan, creative pro, and author Sam Harrison (“Zing!” and his newest “Idea Spotting”; http://www.zingzone.com), offered up the following gems for busting out of a creative rut in his latest issue of “Speaking of Ideas” (bimonthly ezine).
THREE WAYS TO BREAK OUT OF A RUT
1. BREAK OUT OF YOUR BUSINESS: If you're a designer, look at how writers seek out stories. If you're a writer, look into how actors prepare for roles. If you're a marketing
manager, look at how chefs come up with innovative menus. If you're a photographer, look at how interior designers see a room. If you're an event planner, look at how lawyers prepare for a court battle.
2. BREAK OUT OF ISOLATION: Have lunch with different people. Pop in on suppliers. Visit the offices of friends and relatives. Immerse yourself in your client's world. Talk with
three associates whose opinions you value. Talk with three more whose opinions you typically disagree with.
3. BREAK OUT OF YOURSELF: Volunteer at a children's hospital or nursing home. Help a favorite charity solicit donations. Write letters to professors and mentors, letting them know how they helped you. Call lost relatives and rebuild relationships.
Email an enemy and patch things up.
PB: Sam’s generously offered up two free signed copies of his latest, “IdeaSpotting, (described as “a quick-hitting, real-world guide for getting your inspiration on the fast track!” I’ve read it; it’s wonderful). First two responders to peter@wellfedwriter.com snag ‘em. Only winners get reply. Even if you don’t win the book, check it out at http://www.ideaspottingbook.com. Your creativity will thank you.
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In April I highlighted Michael Stelzner, THE authority on writing white papers. He’s written a great NEW article for WF readers on the lucrative WP opportunity: “Could You, Should You Write White Papers?” http://www.wellfedwriter.com/whitepapers.shtml). AND, check out his new book (good read!), Writing White Papers: How to Capture Readers and Keep Them Engaged. This guy lives and breathes WPs and his new book is your ticket to tapping this hot market. Check out a sample chapter from the book at: http://www.whitepapersource.com/cmd.php?Clk=1513362.
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COFFEE, MINTS AND TOOTHPICKS
- FINAL CLOSEOUT!! The Well-Fed Writer Seminar (6 CDS) – Just $79.95!!
- September “Well-Fed Writer” Appearances: Atlanta & Rochester, NY!
- The BIGGER Banquet! (EPUB Issues 1-39; JUST $11.95!!)
- AWAI Copywriting (& Other) Courses: Register Here, Get 2 Bonuses (no charge)!
- Well-Fed E-Pub Needs All Courses!
- Want Some Well-Fed Business Cards To Spread The Word?
- How Can My Mentoring Service Serve You?
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FINAL CLOSEOUT!! WELL-FED WRITER SEMINAR (6 CDS) – Just $79.95!!
The WFW Seminar on 6 CDs (with 40-page Course Materials), The BIGGER Banquet Ebook (http://www.wellfedwriter.com/thebiggerbanquet.shtml), your choice of teleseminar CD – delivered for $79.95. I have just a few sets left, and they won’t last. Details at http://www.wellfedwriter.com/cdseminar.shtml.
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SEPTEMBER “WELL-FED WRITER” APPEARANCES: ATLANTA & ROCHESTER, NY!
I’ll be making two appearances in September: 1) An evening “Well-Fed Self-Publisher” mini-seminar for just $10 in Atlanta, and 2) a luncheon keynote, “The Fundamentals of Sales and Marketing” at the weekend conference, “Build up Your Communications Business” in Rochester, NY. Details: http://www.wellfedwriter.com/SeminarDates.shtml.
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“THE BIGGER Banquet” EBOOK (EPUB Issues 1-39; 5/02 – 7/05): Just $11.95!
Fallen behind on EPUB reading? New to the field and want to read tons of success stories from those doing it? http://www.wellfedwriter.com/thebiggerbanquet.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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BIG THANKS!
THANKS again to Susan Cochran in Atlanta for her great editing/proofing prowess on the E-Pub. Need a good editor/proofreader? susan_cochran@mindspring.com, www.cochrancompany.com.