VOLUME 21, ISSUE 4 – APRIL 2022
THIS MONTH’S MENU:
I. APPETIZER: IN OVER YOUR HEAD? MAYBE NOT…
Freak-Out + Deep Breaths + More Study = Project Success
II. “FIELD” GREENS: KNOW THE FEATURES, TOUT THE BENEFITS
SEO Pro: Always Ask, “How Will this Product Benefit the Reader?”
III. MAIN “MEAT” COURSE: THE ABCs OF ESTIMATING
Yours Truly to FLCW: Shun Pricing Guides as No Project is “Typical”
IV. DESSERT: TIP & SWEET SUCCESS STORY
PA FLCW Responds to E-PUB Piece on “Slack” with HIS Recommendation
Cool Offers on Upcoming Update of Ebook on Design Partnerships!
I. APPETIZER: IN OVER YOUR HEAD? MAYBE NOT…
Freak-Out + Deep Breaths + More Study = Project Success
A few months ago, I got an email from an editor working with a tech guru who’d written two books. She wanted to know if I’d be up for writing the cover copy for the books—one of my Title Tailor services.
She said the material was fairly complicated, but I’ve done a decent amount of high-tech writing over the years, so I told her I felt comfortable taking it on. We sealed the deal, and she sent along the source material I’d need to write each description.
As I started to read, my jaw dropped. It was so laughably complex and technical, I started freaking out.
For confidentiality reasons, I can’t share a sample, but here’s an example of similarly inscrutable verbiage from a 10/26/15 Atlantic article (“The Needless Complexity of Academic Writing”):
The work of the text is to literalize the signifiers of the first encounter, dismantling the ideal as an idol. In this literalization, the idolatrous deception of the first moment becomes readable. The ideal will reveal itself to be an idol. Step by step, the ideal is pursued by a devouring doppelganger, tearing apart all transcendence. This de-idealization follows the path of reification. Rhetorically, this is effected through literalization.
Got that? That’s pretty darn close in indecipherability to my client’s stuff, though, at least I understand the actual words. In his stuff, not only could I not understand the larger picture, I wasn’t even familiar with most of the terminology.
After reading it, I was on the verge of emailing her back, returning her deposit, and saying, sorry, but I’m so lost I may never find my way home again.
But then I remembered, from countless times before, when I had that same reaction to an initial reading of a project’s source material. And how, after I hunkered down, read the material a few more times and looked up a bunch of words, lo and behold, it all started making sense.
Remember, folks like us don’t typically have to understand all the ins and outs of a particular subject. We need to grasp the broad strokes, understand the key benefits and selling points of the product we’re writing about, and let the client correct any technical errors we make.
Our “marketing eyes” are far more important to the client than understanding every moving part under the engine, which is their job.
In the end, I did just fine. Yes, I had to battle with the author who kept wanting to re-complicate my copy, but, heck, that’s true of many clients.
The moral of the story isn’t, “Take on projects completely over your head.” Rather, just that it’s not always best to trust your first reaction to something.
If you’re a quick study, reviewing materials a few times will often clear the fog of incomprehension. On that “you’re-probably-smarter-than-you-think” note, let’s eat!
II. “FIELD” GREENS: KNOW THE FEATURES, TOUT THE BENEFITS
SEO Pro: Always Ask, “How Will this Product Benefit the Reader?”
This “Easy Web Tip” first appeared on the web site of Katherine Andes—friend, colleague, E-PUB contributor and top-notch SEO pro who specializes in web content development and Internet copywriting. Her weekly EWTs are billed as “super short, sweet, and smart” (all true). Sign up at the link above.
In this great piece (adapted for folks like us), Kathy echoes my longtime rap on “benefits vs. features,” illustrating the idea wonderfully with some solid examples from her clients in the furniture world.
It’s easy for clients to get wrapped up in the technical details of the products or services they sell. They’ve worked hard to know what they know, and are proud of that knowledge, but often forget that their customers, in all likelihood, couldn’t care less about those details.
Even when they do remember, sometimes it’s hard to resist and they start talking and talking. Then they see their customer’s eyes “glazing over.”
I know that happens to me. If I start talking about writing meta tags, alt tags, keyword volume, word count, SERPS, and the like, it’s not long before I’m losing them.
But if I talk about how I got into this crazy world of web writing and search-engine optimization, people are interested. Or if I talk about how a company in New York found my client’s small-town California store and hired him to do a job 200 miles away in Los Angeles, people are interested.
Find the interesting things to talk about. Usually, they’re the benefits, not the features. I know, you’ve heard it all before. But it’s always good to stop and think, “I know the concept, but how well am I applying the knowledge?”
When I write a web page or prep an email blast or a social media post, have I taken the time to truly think about how the products I’m writing about will benefit the reader?
For example …
This L-shaped sectional couch will seat your whole family plus a neighbor or two for movie night.
This compact secretary desk looks chic yet complements your home office decor.
This farmhouse dining room set will take a beating and still look great no matter how many rambunctious kids and teens gather there.
Of course, it’s important to know the features; some customers will be interested. Just remember to always tie those features back to the benefits.
III. MAIN “MEAT” COURSE: THE ABCs OF ESTIMATING
Yours Truly to FLCW: Shun Pricing Guides as No Project is “Typical”
Speaking of feeling a bit out of one’s depth (as I shared in the Appetizer), I got the following SOS note from a writer recently:
Hi Peter: Do you have a pricing guide for various types of copywriting—including email marketing campaigns? I can’t find anything in your book, Tool Kit or Well-Fed Craft. I was contacted by a client for whom I wrote a few websites 10 years ago, asking if I had experience writing email campaigns (I do not), and I told her I was confident I could do it.
Spent the weekend learning all about email campaigns, but can’t find what the going rate is or how to bill for it (is it per email?). Also, is the writer responsible for the distribution/metrics of the emails (I have zero experience with MailChimp, etc.). Lastly, if she wants a link to a landing page would I just add a page to her website?
My reply: I don’t believe in pricing guides, because there’s no such thing as a “typical” ________ project, so even if you can find one, don’t follow its advice. Every email/web site/case study/etc. project is different and requires a different amount of time.
For example, if you were asked to write an email campaign, and needed to review a half-inch stack of material and interview three people before starting work, that’d obviously entail a larger fee than if they handed you everything you needed to do your work, on 2-3 pages and a few links.
So, first, determine how you’ll get your source material to write the emails, as that will determine how much time is involved, and, in turn, your fee.
Similarly, there’s no such thing as “the going rate” for ANY copywriting project, and it’s not at all useful to even think in those terms. Again, do your own calculations based on the time you imagine it will take, after asking enough questions to determine the parameters. No one expects you to be a mind reader!
Highly unlikely you’ll be expected to handle the distribution/metrics of the emails. Clients typically handle that, but ask! If they’re not experienced in hiring writers, they may be assuming you’d handle it, and if so, just know that’s not a typical expectation.
If you end up doing a lot of email campaigns, you may decide to learn how to use Constant Contact or Mail Chimp, handle the formatting of the emails as well, offer the whole thing as a turnkey service, and charge more for doing so.
Any quote for an email campaign should also include the writing of a simple landing page—which essentially shepherds the person from the email to the website (maybe via a link like www.abc.com/tellmemore), lets them know they’re in the right place, and gives the company the chance to guide the visitor to the pages they want them to see.
If you just link visitors from the email (or any promotion) to the website’s home page, forcing them to figure out what to do from there, count on having them disappear.
I recently quoted $1300 to do a four-part email campaign and a landing page, and $1100 for three parts plus a landing page. Decent rate, but I’m pretty experienced. DON’T quote it per email. Quote a flat rate for all of it.
I’d also suggest to them that they do at least three emails; fewer than that just isn’t enough to get any traction.
IV. DESSERT: TIP & SWEET SUCCESS STORY
PA FLCW Responds to E-PUB Piece on “Slack” with HIS Recommendation
Cool Offers on Upcoming Update of Ebook on Design Partnerships!
In the wake of last month’s piece, “WILL YOU PICK UP THE ‘SLACK’?” (archived here), I got the email below from long-time Allentown, PA-based FLCW, Dave Rakowski, who’s clearly taken the “pre-emptive-strike” approach to potential client requests to join their platform of choice. Thanks, Dave!
Regarding the writer who was wondering if she was being difficult about using Slack, etc. I think your advice was spot on, but suggest the following as an alternative.
Instead of waiting to see what the client uses for communication tools, offer your own preferred way of communicating right from the start.
This gives you an opportunity to further show your professionalism, take control of the conversation, and possibly avoid having to keep track of yet another system/tool.
I use Basecamp for my business, a tool that keeps everything about a client’s project (including communications) all in one place.
Clients can use their current email addresses, and everything is automatically forwarded without having to learn a new system. (It’s also proven to be a great CYA tool for when clients claim they didn’t say or ask for something… 😉
In the many years I’ve been writing for a living (thanks to a certain book I read in 2004), I’ve only had one client push back on using Basecamp, and that was someone I eventually fired anyway for being an overall P.I.T.A.!
P.S. I’m Not the Only One Touting the Value of Partnering with Designers!
(PLUS, special offers on the upcoming update of “Profitable—by Design!”)
In that same email, Dave also wrote, “On a recent podcast I listened to, they recommend writers pair up with designers for better projects. Who knew this was a good idea?” Who, indeed? 😉
Check out “Profitable—by Design!” (P-BD)—my ebook on the subject.
BUT, before you do, check THIS out…
P-BD is being updated as we speak, and starting April 1, 2022, anyone who purchases the current edition* will receive the updated edition, once released, for free. (Offer also applies to any past P-BD buyer I’ve specifically promised that to, over the past few months. Remind me when the new edition comes out!)
(*FYI, the current version of P-BD is absolutely still valid. Nothing about the writer/designer partnership model has changed. I’m just adding more content—35+% more—depth and detail to the new edition.)
Also…for all you other P-BD buyers over the years (thank you!), once the new edition is released, you’ll be able to grab it for a super-special price. Stay tuned!