VOLUME 19, ISSUE 12 – DECEMBER 2020
THIS MONTH’S MENU:
I. APPETIZER: LIVING (& DYING) BY JOB BOARDS
Laughably Low Posting Proves: High-Paying Writing Gigs Are Never Advertised
II. “FIELD” GREENS: WHY YOUR WEB SITE’S WORDS MATTER
SEO Copywriter: Well-Written Sites (Yours or Your Client’s) Move People to Action
III. MAIN “MEAT” COURSE: ARE YOU PUTTING YOUR PAST TO WORK?
NH FLCW Applies Decades of Creative Corporate Success to Serving Her Clients
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
FLCW Tops My “Dream-Client” Story (in November EPUB) with His Own!
TIP: Great Client-Gift-Giving Ideas (& an OMG-Delicious Bonus!)
I. APPETIZER: LIVING (& DYING) BY JOB BOARDS
Laughably Low Posting Proves: High-Paying Writing Gigs Are Never Advertised
So, I’m registered on this online job board that posts writing jobs. Occasionally, there’s a decent-paying one (because they need stronger skills), and since their basic membership is free, why not? But most postings are trash, and only serve to remind (as if I needed it) that the best writing jobs aren’t advertised.
One posting they sent out by email a few weeks back was particularly eye-roll-worthy. I’ll obscure any company names to protect the clueless.
The posting (excepted) read: ABC Inc. is looking for a website copywriter to do the writing for a new website. Ideal candidates would have experience writing content in the _____ industry.”
The scope? Three 500-800-word pages; six 400-to-600-word pages; 21 300-word pages, mostly needing editing; and four short, one-paragraph pages. Timetable: ALL of it needed to be done roughly 2.5 weeks from the date of the posting.
The writer would be provided all necessary materials, including ideal-client profile, target audience and keyword research. All applicants needed to provide several websites they’d written.
But, here’s the clincher. In the listing description, they wrote:
We create world-class marketing campaigns that deliver results. The most important part of those campaigns is a website that supports the initiative. With the foundation of a world-class website, our team is inspired to craft marketing campaigns that help grow our clients’ businesses.
For a project of that scope, I’d charge roughly $5-6K. So, what were they offering a writer entrusted with creating this “world-class” website of 35 pages, AND in under three weeks? $1,000. You can’t make this stuff up.
Roughly $29 per page. Sigh. We’re not talking a bunch of content-mill articles for $5-10 a pop, requiring baseline writing skills that thousands of writers possess. They needed strong marketing-copywriting skills. After all, they were creating the foundation of a “world-class marketing campaign.”
You could read this and conclude, “OMG, rates for good copywriting have crashed and burned.” Wrong.
All it tells me is that if you rely on job-board listings (posted or emailed), you’re at the mercy of the buyers who often—and clearly, in this case—have no idea what good writing is worth, and what you have to pay to get it.
And why are the best-paying writing gigs never advertised? Because, on sites like these, the supply of writers always outstrips the demand, making it a reliable “rate race“ to the bottom. Rather, the best-paying jobs are ones you ferret out yourself, per the formula outlined in The Well-Fed Writer.
Is that more difficult? Absolutely. But, look what happens when you do it the other way. On that “my-way-IS-the-high(rate)way“ note, let’s eat!
II. “FIELD” GREENS: WHY YOUR WEB SITE’S WORDS MATTER
SEO Copywriter: Well-Written Sites (Yours or Your Client’s) Move People to Action
Solid advice from Katherine Andes, a top-notch SEO pro specializing in web content development and Internet copywriting. Her weekly “Easy Web Tips” (where the following first appeared) is billed as “super short, sweet, and smart” (all true). Sign up at the link above. Thanks, Kathy!
Sometimes people look at me like I have two heads when I try to explain what I do. In part it’s because I work mostly with small-town local customers, not in the big city where folks like me are more common.
I usually tell people I’m a writer and I write the content for websites. I also do search engine optimization so that sites rank well in Google searches. People can relate a little better to that last sentence. They know about Google.
But writing content for websites? No. They just don’t get that anyone would pay for that and pay well.
Last week I was getting my hair cut (okay, getting the gray dyed out, too). While waiting for the color to process, my stylist got a call from a company she was interested in using. She is a super picky shopper.
She said to me, “I never heard of them.” Then she looked up their website on her phone and went straight to the About page.
She read it to herself and then said to me, “They sound good, really good. Listen to this.” Then she started reading it out loud to me. The text was informative, thoughtful, and friendly. It told a story. I could see why she was impressed.
I don’t know if the company had a professional copywriter or not. I suspect not, because when I looked at the rest of the site, I saw a lot of missed opportunities in other components (i.e., good headlines, subheads, SEO, etc.).
Yet, whoever wrote the page put a lot of heart into it and was successful in convincing my stylist. That’s the most important thing!
As copywriters we can learn from this. Strive to always put friendly, customer-focused copy on web pages, especially the home page.
Yet don’t neglect other pages. The About page shouldn’t be an afterthought; It should also include copy that means something to clients. Testimonial pages are another opportunity to add some heartfelt thoughts. Be creative.
III. MAIN “MEAT” COURSE: ARE YOU PUTTING YOUR PAST TO WORK?
NH FLCW Applies Decades of Creative Corporate Success to Serving Her Clients
Got the following impressive “career evolution” story from NH FLCW
Deb Monfette (and feel free to connect with her on LinkedIn).
Just like my 15 years in sales/marketing made my commercial-writing path easier, Deb has leveraged an impressively creative corporate (no, that’s not an oxymoron) career into her writing practice, and her clients benefit from her years of expertise, her mindset and her success.
Who knows where she may go next? Thanks, Deb!
I wasn’t always a freelance content-marketing writer. But I’ve always been a creative.
From drawing pics of my friends in first grade, to designing my own major in computer graphics in college, I’ve always jumped into creating new things. In fact, my very first job was with a startup. We pioneered the can-packaging industry into digital production with products like Coca-Cola and Gillette shaving creams.
A few years later, I went on to another startup creating one of the first 3D digital design packaging studios in the country. One of my very first clients was Playtex Products. The project was a complete re-design of the entire line of Jhirmack hair-care products.
This was one of those nervous-excited moments in my life. I knew the system was capable of getting it done, but every client and every project presents new challenges. And in the end, it worked. We shrunk the design-to-production cycle from 6 months to just under 4 weeks.
After that, I worked with dozens of new products and services and did over 1000 demonstrations on new software. Some succeeded, others, not so much.
Sometimes in life, you have to fail to succeed. I tell you this because it sets the stage for what I’m doing today.
There are 3 Golden Nuggets I learned during my time in corporate. Several of the new products and services were transforming industries. That meant people had to change the way they worked and many were skeptical.
If I wanted to succeed, I had to do three things:
- Understand my customers and get to know what makes them tick.
- Change their thinking from doing the same things, the same way.
- Create content to show the possibilities for change.
Basically, I had to get them to trust me enough to be open to change and guide them to take the next step. And it didn’t stop there.
I finally made the leap to the freelance world as a content marketing writer and strategist specializing in B2B technology. That’s when I realized these 3 Golden Nuggets would be the key to my writing success.
Whether you’re working face-to-face with clients or creating digital content for a virtual audience, these nuggets work.
Throughout my journey, I’ve had the ups and I’ve had the downs, just like many of you. And I’ve met great mentors and teachers along the way, while trying to keep pace with all the new trends, new tech, and new industries.
So, what’s in store for the future…
This pandemic has opened my eyes to something that was missing. I’m making a side pivot and bringing back a framework I developed several years ago called, The Irresistible Content Code.
I want to teach small to mid-sized businesses how to design a content plan that their dream customers will find hard to resist.
I have three pieces of advice. One is when life knocks you down, get back up. Two, never stop learning. And three, don’t just do what everyone else is doing, come up with new and creative ideas.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
FLCW Tops My “Dream-Client” Story (in November EPUB) with His Own!
TIP: Great Client-Gift-Giving Ideas (& an OMG-Delicious Bonus!)
In last month’s issue, in the Appetizer course, I shared my experiences with a “dream client”—the kind we all want to work for: one who values what we do, and pays us accordingly.
A few days after the issue came out, I got the note below from a FLCW (who, under the circumstances, would prefer to remain anonymous) who shared his dream-client experience, which left mine in the dust! No, most clients aren’t this amazing, and that’s okay, but just so you know they’re out there… 😉
After that, it’s holiday time, and I’ve gathered a few links to help you find just the right gift for your best clients. Plus, a seriously tasty suggestion that will make you a hero(ine)… 😉
In a recent E-PUB issue, Peter shared the story of a “dream” client who insisted on paying him for things he wouldn’t have normally charged for. I recently had a similar experience.
After an initial phone call, this client said I was definitely the right writer for the job and asked for a quote. Not only was the quote accepted, but she told me to DOUBLE it! And, to add a fee for making revisions, which I normally do at no charge (assuming they’re not extensive). And, to add an extra “consulting” fee, again for work I would normally do gratis.
I honestly don’t know why she did this, though maybe because she thinks it will be more complex and time consuming than I think it will be (PB Note: which would still make it an extraordinarily generous gesture; most clients, even the really nice ones, rarely go out of their way to pay more!)
I also think they’ve got a lot of money to spend and are used to spending big on these kinds of projects.
It’s certainly not common; it’s the first time it’s happened to me in 12 years of full-time freelancing. But it can happen!
It’s been a pretty crazy-incredible year, and I know most of us are ready to be done with it. Bring on 2021! But, we still need to get through the holidays…
Got a few really great clients you want to thank for keeping that work flowing (when so many couldn’t)? Check out this link (and this, and this) for some cool client-gift ideas that’ll have you stand out, and keep you “top of mind”!
Also, need a holiday dessert (or gift) that will just blow your guests/family away? OMG, you gotta check this out.
I met Kevin Wilburn, the African-American owner of Rumtastic seven years ago, and I’ve been ordering his unfathomably, impossibly, jaw-droppingly amazing rum cakes regularly since then (including this past Thanksgiving).
I have a soft spot for little-guy entrepreneurs like Kevin. He works SO hard, and creates such outstanding products, I want to support him however I can.
(Hint: Get the chocolate version with nuts.)