VOLUME 20, ISSUE 8 – AUGUST 2021
THIS MONTH’S MENU:
I. APPETIZER: DO CLIENTS LOVE WORKING WITH YOU?
An Ode to the Ever-Crucial “Cool-Breeze” Factor
II. “FIELD” GREENS: WANT TO GET PAID TO TRAVEL?
The Commercial Writer’s Best Side Gig (+ Conference Info!)
III. MAIN “MEAT” COURSE: THE GOLDEN-GOOSE PRESS RELEASE?
From “One-Off” Press Release to Recurring PR-Writing Gig!
IV. DESSERT: COMBO SUCCESS STORY & TIP
OH FLCW: 3-Year-Old Good Impression Leads to Pile of Work!
I. APPETIZER: DO CLIENTS LOVE WORKING WITH YOU?
An Ode to the Ever-Crucial “Cool-Breeze” Factor
I recently updated my copywriting-testimonials page, and, once again, noticed a comment that showed up more than once in that feedback: that I’m a fun guy (no mushroom jokes…sorry) to work with. Definitely always my goal.
I got to thinking just how important that is to clients—being a positive presence, a breath of fresh air. Most of the people we work with, by definition, are overworked and overextended (Hello? That’s the main reason they hire us!).
If you can be the agreeable, flexible, easygoing, roll-with-the punches, cool-breeze writer, that’ll go incredibly far in building enduring client loyalty.
Business-building coach Ed Gandia recently sent out an email with the same message. He talked about how writers want to believe it’s primarily their writing ability that attracts and retains clients.
As Ed put it, “Writing chops matter—a lot. A certain level of skill is essential. But beyond that, you get diminishing returns.” Then, it’s largely about being easy to work with. And what does that look like?
Ed’s take: “It’s being someone who does what they say they’re going to do. Someone whom clients enjoy talking and working with. Someone who genuinely cares about them. Someone who’s happy and grateful and has a good attitude.”
Amen to that.
Whenever I finish a call with my clients, I want them to be in a better mood than when started. And, of course, I want them thinking they’re glad they hired me, that they’re in good hands, and that working with me simplifies their life.
Now, am I naturally an upbeat guy? On most days. That said, I don’t leap out of bed every morning with an ear-to-ear grin (and I deeply mistrust those who do). I can be a serious grumpy-pants at times (just ask my friends).
But, I keep that side largely to myself, projecting Mr. Positive to my clients. And it’s paid rich dividends from Day One.
Sure, “Be yourself,” as the popular self-help adage reminds. Yet, if the world saw us truly being ourselves all the time (there’s a visual…), chaos would ensue.
Nothing inauthentic or sad about having to play certain roles in life, at certain times—as long as those roles don’t become your life. On this “happy-writer-happy-client” note, let’s eat!
II. “FIELD” GREENS: WANT TO GET PAID TO TRAVEL?
The Commercial Writer’s Best Side Gig (+ Conference Info!)
Intriguing piece from Jennifer Stevens, Executive Editor at International Living (and, yes, a well-fed writer as IL’s chief copywriter).
Author of The Ultimate Travel Writer’s Program, Jen is the creator and host of the upcoming Travel Better, Sell More: The “New World” of Travel Writing Online Workshop set for August 21-22, 2021.
For a longer version of this article, go here. (Full disclosure: I am an affiliate for this workshop, meaning I’ll earn a commission when E-PUB readers sign up).
A magazine once paid me $950 for five paragraphs and a handful of photos about a tourist attraction 14 minutes from my house. Not a bad haul just to hike with my kids…
Another time, my husband and I enjoyed a complimentary long-weekend getaway to Mexico: water-view suite, tequila tasting, all our meals and guide were free. And, I got paid to write about it.
No, you won’t get rich selling travel stories. But, well-fed? And dining for free? Yup.
If you’re already writing copy designed to persuade, travel writing is similar. At the end of a travel article, you want your reader to say, “Honey, we should go there.” You’re writing in a way that evokes emotion and makes a reader want to take action.
Travel writing can be a great sideline for commercial writers. What’s selling today is most often direct and relatively short copy—”listicles,” for instance: 14 Best Things to do in Oaxaca, Mexico… 7 Easy Hikes Near Salt Lake City…etc.
Yes, lower pay than typical commercial work, but a good shot at free hotel stays, meals, tickets to area attractions, tours, wine tastings, and more.
Not to mention…
Right now is the best time in history to be a travel writer—yes, even in the wake of the pandemic. A revolution is underway, not just in the way we travel, but in how people seek out travel information. And it’s creating a huge opportunity for travel writers.
A few quick tips as you ponder where to go on your first comped vacation…
Tip # 1: Narrow Your Story Idea. Don’t ask an editor: Would you be interested in a story about Paris? Drill down to, say, the best places to buy French table linens in Paris. Or three family-friendly hotels on the Left Bank. Or how to spend a week living like a local in Paris.
Tip # 2: Know Your Reader. Your first reader is an editor—a gatekeeper. Know what stories that editor is looking for. Read the pub’s guidelines for writers (usually posted on their site). Read recent and past issues to get a sense of style, length, locales featured, etc.
Tip # 3: Build a Track Record of Success. Editors are always in the market for a good story. Translation: Your lack of travel-writing experience isn’t a deal-killer. Editors love to discover new talent. That said, don’t pitch National Geographic your first time out. Shoot for, say, a smaller, local or online publication.
Three articles. Just three travel articles to your name is enough pieces to start landing work with more established publications (and those nice perks).
Again, for more details on the upcoming Travel Better, Sell More: The “New World” of Travel Writing Online Workshop, later this month, go here.
III. MAIN “MEAT” COURSE: THE GOLDEN-GOOSE PRESS RELEASE?
From “One-Off” Press Release to Recurring PR-Writing Gig!
Another solid offering from PA FLCW (and regular EPUB contributor), Jennifer Mattern—PR writer and founder of the acclaimed All Freelance Writing site.
Why just do press releases for clients, when you can potentially land far more work? Jenn shows you three ways to do just that (hint: it’s all about being proactive). Thanks, Jenn!
As I wrote about in February’s E-PUB, press-release writing can pay very well, but press releases are relatively small projects. Fortunately, a single press release can be the start of a long-running PR writing gig.
Here are three ways you can use a one-off press release assignment to land recurring PR writing work.
1) Repeat: Any time a client hires you to write a press release, ask yourself if the subject matter is repeatable by nature.
A “newsworthy” topic doesn’t necessarily have to be a one-time thing. For example, you might write a press release about:
- An annual event
- An important anniversary
- Something relevant to a particular season or holiday
For example, I have a client in the consumer protection industry. They collect data related to consumer complaints about specific product and service categories. And they put out releases to share this data periodically.
In this case, it makes sense for them to repeat press release topics each year, sharing updated data points of interest to consumers and consumer publications.
2) Align: Another way to land more work from a release-writing gig is to figure out if the client has parallel stories worth sharing. The above consumer protection client is a good example.
Certain industries are of particular interest during specific seasons (think fitness companies at the start of a new year). If you were brought in to write a release on consumer insights into gym memberships, you might pitch a related release about consumer feedback on home fitness equipment.
In this case, not all data is worthy of a news release. It’s about whether or not those statistics tell a story.
This strategy doesn’t have to be seasonal. Think about the pandemic. If you were asked to share data related changing consumer opinions on grocery stores as their pandemic safety measures changed, you might pitch a follow-up on similar data related to food delivery services.
3) Expand: Using one press release writing gig to land more PR writing work doesn’t have to mean more press-release-writing gigs. You can also use a press release as a jumping-off point to pitch other, bigger, projects.
Let’s stick with the previous example and say you were asked to write that press release on consumer feedback about grocery stores during the pandemic.
You might pitch a post-pandemic report or white paper, charting changes in consumer feedback on that industry over the course of the entire pandemic. It would offer insight into not only how opinions changed, but how the industry adapted during an ongoing crisis through the lens of their customers.
You could go even bigger than this, pitching a more in-depth report covering several key industries impacted by the pandemic. And you could expand further by pitching a collection of ghostwritten industry trade features tied to this data.
You’d be hard-pressed to find a client who needs a press release and no other PR writing work. By being proactive about suggesting opportunities your clients might not have considered, you can take that initial press release writing gig and turn it into a years-long working relationship.
IV. DESSERT: COMBO SUCCESS STORY & TIP
OH FLCW: 3-Year-Old Good Impression Leads to Pile of Work!
Our business is not an easy one. It demands consistent and substantive “seed-sowing”—actions across the spectrum that let the world know you’re out there. Obviously, direct contacts to prospects are the primary avenue (e.g., cold calling, email marketing, direct mail, LinkedIn, etc.).
But, don’t forget the more indirect ways: speaking, writing articles, networking events, etc. You never know when you’re going to make a memorable impression on someone, so keep “showing up”—and make sure those impressions are positive ones (as discussed in the Appetizer!).
As the following piece from Cincinnati, Ohio FLCW (and ghostwriter and editor) Holly Helscher shows, those impressions may take time to gestate, but, when they do, even years later, it’s like found money. Good work, Holly!
One final note. The fact that this client kept Holly’s name for as long as she did and did, in fact, finally call her, underscores the fact that most people rarely cross paths with commercial writers like us (vs. garden-variety “freelance writers”). We aren’t typical writers, so remember that!
I got a call yesterday from a young woman. I assumed she found my website, but during our phone conversation I discovered something unexpected. Three years ago, she saw something about me through AWAI. Whatever it was (she couldn’t recall), she kept my name and number “just in case.”
Well, “just in case” arrived yesterday and not only will I get a quick turnaround job, but a much longer project involving a book, website and weekly newsletter.
You just never know when the impression you leave on people is memorable. So, the moral is always be memorable—in a good way. You never know where it might lead.