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Recently got an email from a new commercial writer up North. All you experienced folks, if you’re like me, you’ll be saying, “Oh, just let me at this guy…†She wrote:
I’m writing a web site for a logistics company, a family business run by a nice guy in his early twenties. It’s my first job as a freelancer commercial writer, although I have quite a bit of experience as a copywriter at an ad agency. Here’s the deal:
Sent the initial agreement outlining that three revisions are included; any over that amount, I charge for. Sent initial draft. Client says they’re happy with it; suggest few minor tweaks. “Awesome,†I think. Make changes; send second version. Client sends back a few more minor changes. “Easiest first client ever,†I muse.
Third version I send, emphasizing “Let’s look this over, make sure everything looks great, and I’ll proof for grammar, punctuation, etc., and we’ll call it a day.†Client responds, “Great. I’ll just send it along to our consultant and we’ll get back to you.â€
(Sound of brakes screeching). “Um, okay…â€
I wait nervously for a few days before emailing client. I’m told he and the consultant are still making lots of changes. Wait a few more days; told they’re still making changes. Finally, not knowing what’s left of my copy, I insist on having a phone conference with this mystery consultant, who turns out to be a very confrontational and opinionated attorney, who not very nicely attacks me for all manner of grammatical transgressions.
According to him, the lead’s been lost in a pile of blah-blah-blah. He wants everything stripped down to bare facts. In short, he is a writer’s nightmare. And I’m a new twenty-something commercial copywriter, eager to please my first client, and totally intimidated by gruff, fifty-year-old lawyers.
When I ask my client why the sudden change, his response is merely that his consultant pointed out a lot of things to him.
My question: We’re still technically on the third round of revisions, although the “revisions†are adding sections, removing sections and making very significant changes. The client doesn’t want to get back to me and give the OK on this last round because I think he believes as long as he’s within the three rounds of revisions, the sky’s the limit on making changes.
How do I diplomatically communicate the scale of changes permitted? How do I prevent this from happening in the future? How do I avoid both pissing off my first and only client and being a sucker who’s doing work for free?
Whew. Doesn’t that story just make you want to shine up your brass knuckles? Of course, she did make a few newbie copywriter errors. Like not determining up front all the folks who’d be approving copy. Honest mistake, and one of those “hindsight-is-20/20†things. Been through many projects where I didn’t think to ask that and it never turned out to be a problem, but had there been a hidden butcher with machete and red pen lurking in the shadows, I’d have been hosed.
And no question, when starting out (and young, too boot, and easily daunted; we’ve all been there), and have a great gig going with a first client, you really do want to please. All things considered, she got paid, learned some valuable lessons (far more than she’d have learned on a smooth-sailing gig), and will be that much more prepared next time.
One thing that’s a no-brainer is the whole idea of expanding scope of a project. Not sure whether they spelled out the project parameters on the original agreement. But, given how she agonized over saying anything once the thing began spreading in all directions, I’m guessing not. Big mistake.
If you make it clear upfront, in writing, that the project includes X components – X # of pages, for X fee, then as soon as things start expanding beyond those stated specs, then it’s a simple matter of saying, “Things have changed, and the fee needs to be renegotiated.†No need for hesitation or angst. The client agreed to a certain sized project for a certain fee, and it’s now grown beyond that. End of discussion.
Being completely matter-of-fact about that is crucial to preserving your status as a professional. And it should happen regardless of whether it’s your first client or your 1000th. If you had a plumber over to fix your sink and you asked him to fix that leaky toilet upstairs while he’s here, you’d never expect him to do it for nothing. So, why would you think for a nanosecond that clients are entitled to freebies? They’re not.
Another non-negotiable point for any professional is how you’re being treated. If someone starts with snide remarks, confrontational, belligerent tone, or insulting manner in any way, I’m going to say something. Anyone who does that honestly believes you’re little more than “The Help,†and as such, can be talked down to. I once told one such a client, who the hell he thought he was, talking to me that way. That went over well. I ended my participation at that moment, walked away, and got paid for my time.
Got this update from our beseiged copywriter:
“I wish I could say I’d come up with a brilliant way to resolve the situation, but it really amounted to a combination of contributing many more hours than I’d planned on (thus losing money) and finally, drawing the line and telling the client I’d have to adjust the quote before making any further changes.
“Trying my hardest to diplomatically plow through numerous revisions was what kept my relationship with the client from souring. (At the project’s completion, he enthusiastically volunteered to be a reference for me.) But whether the situation was resolved successfully is debatable. I succeeded in making the client happy, but lost money and watched some great copy turn into something I’m not as thrilled to put my name on. Live and learn.â€
Ever found yourself dealing with a similarly unpleasant individual? If so, what did you do?
Any other suggestions to head off problems like these?
When you were starting out, how did you balance your desire to be accommodating and customer-oriented with the need to not become a doormat?
And if you didn’t manage that well (and many of us didn’t!), what did you learn from the experience?
Got this email from a relatively new commercial freelancer recently:
My fledgling commercial writing business, launched in 2007, is alive after fits and starts. Upon reflection, I realize I haven’t had much repeat writing business from clients. In addition to commercial freelance writing, I also do marketing and magazine articles. The magazine keeps re-hiring me, and so does one company that retains me for marketing events. But, as far as clients hiring me over and over for commercial copywriting projects, no. This means I work hard at getting new clients all the time.
Is this common? Should I take it personally? I am confident in my copywriting abilities, so I wonder if I could do a better job at following up to increase the likelihood that clients return. Do you have tips for increasing repeat business?
Hmmm…. This one can be a challenge. When starting your copywriting business, you may be working with smaller clients who simply don’t have as many ongoing writing needs. Hence, they may be great for getting some income in the door and building your writing portfolio, but at some point you have to set your sights higher.
And even when you DO find a steady client, I’ve learned that, well, nothing is forever. Things change, personnel changes, your contact person leaves, and their replacement has their favorite writer, and you’re gone (or any number of other similar scenarios).
But, let’s separate those things we can control (i.e., the kinds of copywriting clients we’re approaching with an eye toward repeat business) from the things we can’t (i.e., what happens in a company over time).
If you’re a generalist (as I am), I’ve found that several client profiles can be good bets for repeat writing business:
1) Small- to mid-sized (50-200+ employees) companies. Often, they’re slammed, everyone’s wearing many hats, and they usually don’t have on-staff creative resources, so they’ll look to talented freelancers to help them with a variety of projects. And you have to have a healthy range of copywriting skills to be able to come through on a variety of project types.
2) Solo consultants who work with different companies needing a real mix of work. These can be creative folk (like graphic designers) or marketing people. Not always easy to find, but if you do, and can demonstrably enhance their offering through your skills (both writing and marketing), that can predictably lead to loyal clients. When you find a great plumber, hairdresser, financial consultant, tax preparer, etc, don’t you stay loyal?
If you’re a project specialist (i.e., white papers, case studies, etc), by definition, you’ve limited yourself, so you’ll have to pursue larger companies who have ongoing needs. If you’re an industry specialist (i.e., high-tech, healthcare, financial services, etc), it can be similar to the generalist scenario, in that, small- to mid-sized companies can provide ongoing freelance copywriting work across the project spectrum.
Regardless of how you’ve structured your offering, one thing is a given: to get repeat business, you have to be good. Really good. You need to be a solid writer with a strong grasp of that company’s audience, value proposition, messaging, etc. Plus, you need to be reliable, dependable and easy to work with. And in the case of a generalist, you need to be able to move easily between brochures, ads, direct mail, web content, articles, case studies, etc.
Just as importantly, you need to always have your radar up for additional opportunities. Don’t just be reactive – only responding to your client’s requests. Learn as much about their business as you can, so you’re in a position to make suggestions that can fill gaps in their marketing they may not see or may not have had time to execute themselves.
What attributes have your long-term, repeat clients had in common?
What’s worked for you in landing and retaining repeat copywriting clients?
What long-term client of yours stands out, and how did the relationship unfold and mature over time?
If you wrestled with this same issue when starting out, what would you do differently if you were launching your business today?
So, suddenly I’ve been thinking a lot about case studies. For starters, I just finished a big one and it consumed a big chunk of my commercial writing life (details in the July and August ezine “Appetizer” courses).
Then, my friend Casey Hibbard (The Case-Study Queen), announced she’s offering a six-month intensive case-study coaching program for copywriters.
Finally, I’ve been thinking about how marketing is moving in a much softer, gentler direction – more informational and educational (think white papers). Customers have become savvier and more skeptical (haven’t you?) over the past few decades as more and more unbiased product information is readily available. So “selling” needs to be more low-key, more genuine, and more real-world. Case studies – essentially third-party testimonials – are a perfect example of that.
In a recent email Casey sent out about her program, she noted that “survey after survey shows that happy customers are the #1 thing that influences buyers’ decisions.”
Makes sense. After all, what’s more compelling: some company telling you their product does this, that and the other, and you should buy it (even if not that inelegantly)? Or reading several verifiable stories about actual customers saying, essentially, “We had a problem, this product solved it, and we couldn’t be happier”?
Think about a case study, whose basic form discusses The Challenge the client company had encountered; The Solution offered by the vendor (for whom you’re writing the piece); and The Outcome, complete with gushing quote from the now-thrilled client.
The whole goal of the piece is to have the reader find themselves (i.e., their company) in that story, to have them say to themselves as they read about this company, “Interesting. That’s the same thing we’re wrestling with.” And given that the company is named, they can even call them up to confirm the information.
So, a case study can sell a client – or at the very least, move them a lot further and faster along the sales cycle – without any direct involvement of the company selling the product or service. True third-party selling.
The key? People don’t want to be “sold.” They want to come to their own conclusions, at their own pace, without someone (with a vested interest) breathing down their neck. They can find that company’s web site and all the information they need about the company’s offering by themselves, thank you very much, with no need (yet) to talk to a salesperson.
So a case study can do the heavy sales lifting, and if a series of them all resonate with a reader, that prospect could essentially be sold by the time they call the company. Doesn’t get much better than that.
Third-party selling is credible because, presumably, the company in question who bought the product and is now happy with the solution, would have no reason to tell tales, and no reason to speak well of a product and the company selling if it weren’t true (notwithstanding outright bribery, though again, all of it’s easy to confirm).
I have one commercial freelancing client for whom I do longer-form case studies (4-8 pages) and for fees that range from roughly $2000 to over $4000. It’s fun and challenging work. I interview several players involved in a particular project, spin an interesting (hopefully) narrative, weaving in quotes throughout – including many that gush on and on about the company. See some samples here.
If you haven’t added case studies to your freelance copywriting menu, you’re no doubt leaving money on the table – AND missing out on some enjoyable work.
And for all you ex-journos out there: case studies are one of the easiest commercial copywriting project types to transition to from a journalism background. You need to be able to add a marketing spin, but remember, you’re simply reporting how a “solution” unfolded (facts) and including quotes (more facts) from those whose company benefited from that solution. It’s the juxtaposition of those components that make it compelling to a reader.
Are case studies a part of your copywriting mix?
If not, why not? If so, what do you like about them?
If you hail from a journalism background (magazines or newspapers) and have parlayed that into writing case studies (among other projects), how did that transition go?
Any comments/observations, from your own experience, about the place of case studies in marketing today?