VOLUME 15, ISSUE 2 – FEBRUARY 2016
THIS MONTH’S MENU:
I. APPETIZER: GOT PEACE OF MIND AROUND TAXES?
Yours Truly Sleeps Better at Night After Doing This…
II. “FIELD” GREENS: DO YOU REALLY KNOW YOUR CLIENT’S BUSINESS?
NC FLCW: Understanding Our Client is Key to Selling (and to Repeat Business!)
III. MAIN “MEAT” COURSE: A CLASSICLY SWEET MARKETING STRATEGY
WA FLCW Uses Chocolate to Capture the Taste Buds & Business of Her Ideal Clients
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
TIP: Have You Read This Classic? THE Original Self-Help Book?
I. APPETIZER: GOT PEACE OF MIND AROUND TAXES?
Yours Truly Sleeps Better at Night After Doing This…
I’m a big one on creating systems so that things actually happen, instead of leaving them to chance. In TWFW, I talk about systems to maximize the efficiency of cold calling, direct-mail postcard campaigns, prospect follow-up, building prospecting lists, and more.
Here’s another one, and one so simple, you might be tempted to roll your eyes a bit, but hear me out. As independent contractors, by definition, we’re responsible for setting aside enough for taxes so, that come tax time, we have what we need. Nothing less fun than being a few thousand—or more—short when the Taxman holds out his hand.
And just “eyeballing” it, and telling yourself that X amount of money in your checking account is earmarked for taxes is a lousy system—one lacking in precision and proper safeguards. Easy to forget, easy to use the money for something else (while promising yourself you’ll make it back up later, and then, forgetting, etc.).
So, a few years back, I opened up a simple no-fee, no-interest, savings account at my bank, and like most people, I use electronic banking. Now, whenever I get a check from a client, the first thing I do—and it’s super-easy to do, which means I’ll do it—is to do an online transfer of a certain chunk of money from accounts into which I’ve just deposited client checks, into this savings account (for any of us, it could be anywhere from 20-40% depending on how many deductions you know you’ll have).
Money’s safe, separate, and sacrosanct. I don’t touch it, ever, and in fact, just pretend it’s not even there. Problem solved. Sure, you still might miscalculate, and not set enough aside, but one unpleasant experience will have you over-depositing the next year.
And if you end up with, say, $2K extra in there after you file, hey, there’s your vacation money. OR, just keep it in there for the next year…
It’s a system that will provide some real peace of mind. After you set the money aside, you know that what’s left over is yours and you can spend it how you see fit (yes, I’d suggest setting aside yet another smaller chunk for savings).
Life as a freelancer can be stressful enough without adding a yearlong, low-grade anxiety about taxes and “Do I have enough?” On that “sleep-better-at-night” note, let’s eat!
II. “FIELD” GREENS: DO YOU REALLY KNOW YOUR CLIENT’S BUSINESS?
NC FLCW: Understanding Our Client is Key to Selling (and to Repeat Business!)
Solid piece from Hendersonville, NC FLCW J.M. (Johnna) Lacey about how a deep understanding of our client can be the gateway to the right messaging AND long-term relationships. SO true. I’ve seen it again and again in my career: The more I learn about their business, the more valuable I become, and the less likely they are to go anywhere else. Enjoy!
Jason Fried wrote an article a few years ago, “Why is Business Writing So Awful?” He made interesting points about being original in our content instead of the standard, boring jargon others use.
As copywriters, we should strive for this unique language when writing copy for our clients to set them apart from “everyone else.”
Even when writing B2B copy, we shouldn’t use stale content even if businesses expect a certain lingo when selling to them.
The key, then, is to understand our clients’ needs and their target audience, in order to deliver the right message. We have to be intimate with the company’s products, service and people to be able to communicate their message effectively. Our impulse is to be creative, but we need to know where to strike a balance.
So how do we do this?
Research company material. Review their history, even if it’s extensive. What products have worked or failed in the past?
Talk to key players whenever possible. While not always possible, if you can connect with the founders, owners, top management, or anyone else who knows the business inside and out, meet with them. Skype is still useful where geography is an issue.
Be a team player. Act like you’re on the payroll (you are!). Make it your goal to look out for your client’s best interests. The more you get to know “your” company, the more responsibility you’ll feel toward making a success of everything you do for them.
Observe their competitors. What makes your client stand above the other guys? What do you like about their competitors where you might help your client improve?
Use their products. If that’s applicable, go for it. The more knowledge you have about their stuff, the easier it will be for you to write about it, because you are the consumer.
Think long term. The above may sound like a lot of work for one gig (say, a simple brochure), but is that all you’re after? Establish yourself as a valuable asset by gaining as much knowledge as possible about them. Deliver top-notch marketing messages and continue to offer professional assistance so they’ll want to keep you rather than “retrain” someone else.
III. MAIN “MEAT” COURSE: A CLASSICLY SWEET MARKETING STRATEGY
WA FLCW Uses Chocolate to Capture the Taste Buds & Business of Her Ideal Clients
Got this great piece from Olympia, WA FLCW Amy Posner. Sounds like a success story from 25 years ago. Or 15, or 10 or 5. OR, just this last year, which is when it happened.
Point being, the approach Amy took was “evergreen”: It worked in the past, and it works today. Keep that in mind the next time you hear that silly mantra making the rounds in hip circles: That the future of marketing belongs to things like social media, and that the old ways are just…old. In their dreams.
At the end of 2014, I realized I wanted to attract some different clients. I’ve been fortunate to have a steady stream of clients in recent years. My goal? Be more proactive about choosing whom I wanted to work with.
Qualifier: I have fantastic clients. Many of them don’t have regular, ongoing needs, but only need me a few times a year. I wanted clients with more consistent copy needs.
One of my specialties is direct-mail packages, making it logical to put my expertise to work for ME. I’d fallen victim to that common marketing faux pas: “That worked. What else can I do?” You drop the thing that works, for something not yet proven.
I wrote a short, pithy letter, offering an ‘info kit’ about my services, along with my (still to be written at that point) eBook: Copy that Closes.
I wanted to include a ‘lumpy’ piece to get the envelope opened. For years, I’ve sent Seattle-themed chocolate to my clients around the holidays, and it’s always popular, so I decided to create a custom candy bar wrapper and make that my lumpy piece.
Next task was finding prospects to target—the most challenging part of the project. I had to think about what kinds of clients I really wanted to work with, which forced a deep dive into territory that’s not entirely comfortable. I have a theory…
You can get what you want if you know what you want, but you must be specific.
So, I got specific, built a list of 50 prospects and sent my first mailing out to 26 of them.
Of those, three packages were returned (address issues) and two prospects requested the info kit. I sent out a postcard follow-up, which resulted in one prospect who called me directly and another who passed the original letter and postcard to his marketing director, who called me.
The two who requested the info kit never responded to follow-up phone calls or emails but are still on my mailing list. The two who called became clients right away. And, those two couldn’t have been more different.
One fit my ideal client profile and was the very best prospect on my entire list. The other was a nice guy, but a nickel-and-dimer who had plenty of work, but was always looking to pay less, and less….
After wanting me to rewrite—on spec—a huge portion of the done-for-you copy that he sells to his clients, I ended up firing him.
The other client has become an excellent, steady client who I’ve written several projects for in 2015. They’ve just engaged me on a monthly retainer for 2016.
To date, the initial mailing generated $15,132.75—a nice income boost for very little expense.
As with all marketing, if you can find a formula that works, you have metrics to work with, and refine. The package costs just under $5, including chocolate bar, postage, envelope and paper. 26 packages cost me $130 to send.
One client netted me $13,000+ and the mailing cost $130. Nice round numbers, don’t you think? That’s math you can learn to love. I love the chocolate bar too. I’ve had so many positive comments—and jokes—about it. It works.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
TIP: Have You Read This Classic? THE Original Self-Help Book?
In the book, “The Art of the Sale,”, the author talks about Dale Carnegie’s classic, “How to Win Friends and Influence People.” In many ways, the book is a true phenomenon.
Published in 1936, it’s sold 15 million copies worldwide, yet its subject matter is surprisingly elementary. But, said Carnegie—quoted in the above book, and in response to criticism of the book’s fundamental simplicity—that’s kind of the point. He said…
“People say I’m not profound and there’s nothing in it new to psychology and human relations. This is true. Gentleman, I’ve never claimed to have a new idea. Of course I deal with the obvious. I present, reiterate, and glorify the obvious—because the obvious is what people need to be told. The greatest need of people is to know how to deal with other people. This should come naturally to them, but it doesn’t.”
And there it is: Just because something is obvious doesn’t mean people practice it. A truism in so many areas of life: saving money, eating healthy, losing weight, etc.
If you haven’t read this book, make a point to pick up a copy. Yes, it will absolutely help you in your copywriting business—in any business for that matter. Read it and put its principles into practice (very simple to do, incidentally), and your business and your personal life will improve.