What’s the Right Way to Apologize When You Screw Up?

Screw-ups. We all have ‘em. With friends, family, and yes, with our commercial writing clients. But, how you deal with it can be far more important than the screw-up itself. This subject may be a bit off the mainstream of commercial writing, but thought it was worth knocking around, and certainly has relevance for our copywriting businesses.

Last week, one of my copywriting colleagues stepped in it after sending out a note about a coaching client and a niche that client had developed, and sent a link to a YouTube video featuring that client prominently on one side of contentious political issue.

Later that day, once realization dawned (no doubt spurred by some angry notes), out went the mea culpa, saying, in essence, “I didn’t mean to promote a political point of view, and have been so busy lately doing this and that that I neglected to ‘consider the content’ of what I sent out.”

In the wake of that, I got an email from a reader, saying, “Upon reading her apology I unsubscribed from her list” (having just subscribed a few days earlier). She went on to point out that, “not ‘considering the content’ showed little respect for one’s recipients, which, in turn, ends up losing, not gaining interest and goodwill.”

Finally, and most importantly, she took offense at my colleague’s apology, which was less of an apology and more of an excuse, citing “busy-ness” with this and that unrelated task and, as a result of that preoccupation, not thinking it through.

As my friend explained, “When we make a mistake, don’t we have an obligation to own it? With a different sort of apology I might not have unsubscribed. Something like: ‘Today I distributed a video featuring one of my clients. I regret sending it. The video did not demonstrate the point I was hoping to make, and in fact contained a political message many of you may have found inappropriate and offensive. I apologize. Please be assured that nothing like this will happen again.’ But instead she made excuses.”

Which made me think about the nature of apologies. In follow-on emails, we both sympathized with my colleague’s compounded error. You make a mistake, and in trying to apologize, it’s only human to want to make yourself look good (or less bad). You’re faced with a) frankly admitting no-excuse cluelessness, or, b) claiming the excuse of distracted carelessness (who can’t relate to being too busy?). In this case, my colleague chose the latter. And perhaps it worked on some, but certainly not on my friend.

I bring up this episode NOT to gang up on my colleague anymore (who no doubt took themselves to the woodshed several times), but to use it as a discussion starter about the nature of apologies. I’ve certainly apologized in the past like my colleague did, so I can’t throw stones. But now (perhaps based on the results of that approach), I put myself in the second camp. If I screw up, I’ll throw myself to the wolves – no excuses.

One of the things I’ve learned in my years on earth is that, overwhelmingly, people are just looking for reasons to forgive you. Do a soft-shoe, deflect and dissemble and they’ll pound you doubly hard. Perhaps because they’re punishing you for that same slippery quality they hate in themselves.

But, come to them with a clear-eyed admission of guilt, hat in hand, no excuses, and they’ll fall all over themselves to offer you absolution. Perhaps, because, by the same token, they’re rewarding you for showing the same flawed humanness they share with you, a humanness they know takes courage to reveal. And they’ll not only forgive you, you’ll grow in stature in their eyes. Sometimes irrationally…

Caught a news item last week about Lt. Calley of My Lai (Vietnam) massacre infamy, who, 41 years after the fact, finally apologized for his role in the cold-blooded murder of 500 unarmed Vietnamese civilians – mostly women and children. He did it at a Kiwanis Club meeting in Columbus, Georgia, where afterwards – you ain’t going to believe this – the assembled attendees gave him a standing ovation.

If that isn’t proof that people love to be magnanimous (and will actually think better of you no matter what you did), whether or not they should be, I’m not sure what is.

Can you share a time you apologized to a client in a no-excuses manner and how did it turn out?

Can you share a time you apologized to a client by making excuses and how did that turn out?

Any other thoughts on apologies?

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Kickbutt Writing Skills Still One of the Most Effective Marketing Strategies…

Was updating the customer testimonials on my commercial writing site the other day, and came across this one (excerpted):

“Not only does Peter intuitively grasp where we need to go with a project, but his writing truly inspires my design. Bottom line, Peter’s spoiled me with his talent and he’s always my first choice.”

Now, I don’t include this to preen, but simply to underscore what happens when you’re a good writer (and you’re not the only one who thinks so…) – one who, in this case, enhances the quality of a graphic designer’s work. When that happens, they’ll go out of their way to bring you in on projects whenever possible. And why wouldn’t they? You make their portfolio stronger and their clients happier, and both lead to repeat business and referrals – for BOTH of you.

Which makes solid writing skills, arguably, one of the most potent marketing strategies commercial freelancers have going for them. Good commercial copywriters who craft effective copy make their clients’ lives easier and their businesses more profitable. Do that consistently, and you’ll get invited back again and again, and steered to other work.

And unlike other marketing strategies (i.e., cold calling, direct mail, email marketing, networking, social media, etc.), being a good writer “markets” you without you having to do much other than what you do naturally.

Sure, you still need to do your own marketing campaigns to let the world know you exist, but all those outreach efforts end up turbo-charged when your skills are a few cuts above. Till eventually, you may not have to do much marketing at all anymore. It happens all the time to good writers. The world starts coming to them.

A good analogy? A really good book will have a long shelf life (literally) because it’ll benefit from strong reviews and powerful word-of-mouth advertising, while a mediocre one – with few or no “champions” – will struggle to find an audience, and will likely quickly sink into the nether regions of the bargain bin.

Obviously, however, not all commercial writers are created equal. I feel fortunate to have innate writing ability (though, yes, I still cringe at some of the copy I wrote in the early days of my business). Others’ skills may not be as strong or natural. And let’s face it. While the commercial writing field – like any – certainly rewards those with superior skills commensurately, it doesn’t exclude those with modest gifts. Given the staggering amount of gruesome writing in the business world, those who can simply provide solid (if unflashy), coherent copy can find their niche.

So, what makes someone one of the better writers? Well, for me, a very partial list would include, for starters, a lot of technical things: writing like you talk, telling stories in your writing, avoiding $50 words, making sure your writing has the right cadence, and more. It also means understanding marketing fundamentals like audience, features/benefits, and USP (Unique Selling Proposition); being a good listener so you give your clients what they want the first time; and being able to quickly visualize how copy for a particular project needs to be structured and flow in order to maximize its effectiveness.

And a ton of other things. But I want to hear from you (I’m doing a teleseminar in a few months on the subject and would love to use your comments and observations – with attribution, of course).

If you (and/or your clients) consider yourself an excellent writer, what skills, gifts or talents contribute to that reputation and have them coming back again and again?

How has being a top-notch writer made your marketing easier?

Have you always had natural ability, or have you honed initially-less-impressive skills over time?

If you’ve demonstrably improved your writing skills over the years, what books, resources or ideas made the difference for you?

Any other comments or insights?

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The Joys of Unplugging

A wooden screen door slapping closed. Small waves gently lapping up against a waterside cabin. Delicious lake breezes rustling the leaves and billowing a window’s curtain. The sounds of summer. The sound of leisure. The sound of unplugging. What could be sweeter?

Promise I’m not trying to rub it in, but… I’m in the midst of a well-deserved vacation after my recent book launch (check it out here). I’m on the shores of Thompson Lake – one of the prettiest, cleanest, clearest lakes in Maine – for my annual retreat to The Cape (though the pix there don’t begin to do the place justice…), an indescribably beautiful spot in the southwest part of the state. Highs in the mid-70’s, dry, breezy. Yes, we’ve had some rain, but even the rainy days are lovely in their own way.

40 minutes of swimming every morning in its brisk, bracing, crystal-clear waters (and a few more times through the day). Days spent reading, raspberry-picking, antique-store-hopping, farm-stand browsing (often unattended with honor-system cash boxes), and chowder- and lobster-roll scarfing.

By the way, for those of you who’ve never experienced a lobster roll – certainly one of life’s perfect culinary experiences – here’s the drill: the meat of an entire lobster, cut in bite-size chunks, mixed with a tiny bit of mayo to bind it, a dash of salt and pepper, and all crammed into a grilled, buttered, top-split hot dog bun. Words fail…

And naps. Oh, the naps – utter bliss. No place to be. Nothing to do. Time rendered relatively meaningless. Genuinely unsure of what day it is. Getting back in touch with nature and one’s natural rhythms and a simpler way of living. Reconnecting with family and friends.

Meals bursting with ingredients locally grown, made or caught: yogurt, granola, honey, vegetables, herbs, strawberries, raspberries, blueberries (pick your own at five bucks a quart), lobster, crabmeat, maple walnut ice cream and so much more…

And unplugging… No TV. No phones (yes, I have my cell, but it doesn’t always work…gee, what a shame). Email? I check it just once a day, and guess what? The world doesn’t end. Honest.

I do it from the wraparound porch of the main house (having to walk 100 yards to get a signal prevents more frequent monitoring, and that’s a very good thing…), sitting in a rocker overlooking stunning English gardens and the lake just beyond. It’s enough to make you giddy. Seriously.

I’m the first the admit that there’s no way I could accomplish what I do and have done minus my connection, but that same connection, let’s be honest, often links us to a world utterly lacking in richness, depth and substance. Regular unplugging is healthy. I’m guessing you won’t miss being connected all that much, and if you do, you need to disconnect more than you know. Doesn’t have to be expensive, but it has to happen.

Next week, I’ll be all hooked up again, but that’s seven days away. And until then, I’m going to work overtime at being unproductive. Gotta go – it’s cocktail hour.

Do you take time to totally unplug at least a few times a year?

What does yours look like?

What does it mean to you?

If you don’t, have you made plans to?

Unplugging

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Generalist or Specialist? (P.S. Seeking a Few Successful Generalists for Webinar…)

(Sorry it’s been so long since the last post. The book launch (and myriad technical issues) have kept me hopping of late. We’re back on track…)

Finishing up a round of work for one of my regular commercial freelancing clients recently, I once again paused to savor my original choice to be a commercial writing generalist. Yes, I tout my sales and marketing background as positioning me nicely to write effective copy in that arena, but within that broad category, I enjoy taking on projects types across the spectrum.

And frankly, I wouldn’t have landed this client as a specialist focused on one industry or writing project type. Over the past three or four months, she’s hired me to work on commercial writing projects spanning the gamut: marketing brochures, ads, direct mail, flyers, emails blasts, landing page copy and a lot more – for one of her clients.

I love the variety and she loves that she can get everything she needs from one person. She’s crazy-busy all the time, with little time to juggle writers; she needs and wants ONE reliable and multi-talented writing partner.

Others in our field (you?) love the specialist route. Folks like Michael Stelzner (white papers) and Casey Hibbard (case studies) spring to mind. Others zero in on one industry – usually the one they came out of. They love (or at least don’t mind) operating with a narrow focus, and are typically rewarded handsomely for doing so – often more than generalists.

But, while income potential is often higher for specialists, in my humble opinion, you should choose either route, first and foremost, because you truly enjoy that path, not because you think you’ll make more money. I mean, isn’t one of the key reasons for self-employment to do what you enjoy?

WANTED: A few successful generalists (like me!) to showcase in upcoming webinar. I’m looking for a few commercial writers who’ve gone the generalist route by choice and thrived (i.e., a six-figure writing income, ideally, or close to it…); big plus if you have a web site. If that sounds like you, email me.

Are you a generalist or a specialist, and why did you chose your path?

If you’re an ex-generalist/now-specialist, why did you make the change? Is your job satisfaction and/or income higher as a result?

Have you found that being one or the other has helped you weather a tough economy?

What do you see as the pros and cons of your path?

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Which Has Been More Effective for You – Direct Mail or Email Marketing?

In the June 2009 issue of The Well-Fed E-PUB, I ran a piece summarizing copywriting guru Marcia Yudkin’s take on direct mail marketing vs. email marketing. Marcia came down on the side of using direct mail marketing to promote a commercial freelancing business, and for these reasons:

1) If you irritate a client with your email, or they change providers without notifying you, or just try to reduce their volume, you’ve lost them forever. Mail? As she points out: “Way fewer people request no postal mailings.”?

2) Many folks filter and file incoming email without looking at it. Mail? “Hardly anyone discards a postcard, though, without at least glancing at both sides.”?

3) Finally, and perhaps most compelling, she observes: Email volume is rising while postal volume is dropping. Guess which medium it’s easier to stand out in”?

Right after the issue ran, I heard a counterpoint from LA FLCW Andrew Hindes, “The In-House Writer,” who’s had some good success with email marketing for promoting his commercial writing business. They are both right, which just underscores that there’s no ONE right way to do things. Andrew wrote:

1) People tend to respond to email immediately. Sure, they may delete it, but they might also reply with, “We’ll keep you in mind,” “Can you send me some samples?” “What are your rates?” or “We never us outside writers.”? This is useful in determining whether a prospect is worth pursuing in the future. With a post card, unless the recipient needs help right away—or knows they will in the near future—they’re not likely to respond.

2) An email can link to your website. True, a postcard can include your site’s URL, but clicking on a link is a lot easier – and hence more likely – than typing the URL into a browser. Once a prospect visits your site, there are numerous ways you can further engage them, including newsletters, special offers, etc.

3) Emails can easily be forwarded. If your message doesn’t reach the correct contact at the company, the recipient can pass it on to the right person with a few keystrokes. Or they may forward it later to someone they know is looking for a writer. This has happened to me on numerous occasions.

4) It’s easier for the client to cut and paste your contact info from an email into Outlook or another address book program than to type it from a post card.

5) Unless your postcard is incredibly beautiful or compelling, an executive is not likely to keep it around for long. Most people go through their mail within tossing distance of the recycling bin (I know I do). And even if they do keep you card, it’s likely to be buried under a pile the next time they’re looking for a writer. On the other hand, most people are bad at deleting old emails unless they do it right away. So if your email is still in their inbox, they can pull it up using sort or search functions.

6) Email is cheaper. I usually hire a graphic designer and use custom printing in an effort to create cards I hope will really stand out. But even using the online service you mention at $300 for 1,000 post cards, once you add the 28 cents for postage you’re up to $580 total for the mailing (or 44 cents for an oversized card, for a $740 total mailing cost). 1,000 emails? Priceless (and costless!).

7) Because email messages are cheaper and you can easily create them yourself, it’s very convenient and cost-effective to test different copy and headlines. I typically create three or four different emails and try each one on 25 prospects. If one gets a significantly higher response rate, I use that one on the rest of my list – including those who didn’t respond to the previous message. After all, I’ve got nothing to lose – and it’s free.

What’s been your experience with both?

Has one worked better than the other, and if so, why do you think that’s so?

Have you used any other related strategy to good effect?

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