VOLUME 25, ISSUE 2 – FEBRUARY 2026
THIS MONTH’S MENU:
I. Client Education is a Billable Skill
II. AI Does Not Spell the End of Writers
III. Can a Professional Blog Attract FLCW Clients?
I. Client Education is a Billable Skill
I used to write press releases for an SEO firm’s clients. When I was ready to move on, they didn’t just hire another writer to take over that work.
They hired me to train their staff writers instead.
At that time, it wasn’t unusual for SEO firms to offer press release writing services. But they often didn’t understand what makes a press release work. It was just another way to build low-quality links in bulk by submitting the releases to numerous distribution sites.
This client brought me in because they understood they could offer more value with genuine PR expertise, helping clients not only build those basic links, but earn meaningful media coverage.
That doesn’t come from a template or keyword checklist.
The client wanted their in-house writers to understand what makes a story newsworthy.
They wanted their writers to learn how to frame those newsworthy stories for the right audiences without turning press releases into shallow promotional copy.
They also wanted their writers to be in a position to advise clients better, such as when a particular topic was not appropriate for a news release, or when one could even get the end client in trouble.
Other types of commercial writing work in a similar way.
Clients might understand they need a white paper, case study, or copy for an email marketing campaign. But they don’t always understand what separates a weak one from one that delivers results.
If you often find yourself explaining structure or standards, or pushing back on decisions that could weaken the work you were hired to do, you’re doing more than writing.
You’re advising. You’re consulting. You’re teaching.
Sometimes that education or advice is rolled into your project. But it can also stand on its own as training, similar to what I did with that SEO firm client. It could be turned into documentation as a separate project. Or it could lead to retainer-based consulting work.
No matter which option makes the most sense, that client education has value. Make sure you charge for it accordingly.
II. AI Does Not Spell the End of Writers
The following story comes from Well-Fed Writer founder, Peter Bowerman. He shares a conversation, along with a recent article he came across, and how they reflect on current limitations in AI.
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At a New Year’s Eve party, well prior to the “Ball Drop,” (i.e., I was still of sound mind and body…), I was chatting with another guest—a product development manager for a large international company.
I mentioned I was retired, and that one reason was the rapidly encroaching influence of AI.
But even before I elaborated, he observed that AI, while fine for boilerplate copy, or for creating the initial foundation of a piece, didn’t do strategy or marketing well (or emotion, I added, and he agreed).
That said, he knew AI wasn’t going away, and that smart writers needed to learn how to use it.
His overall message was a positive one, that people in roles like his (i.e., arguably our ideal client profile) knew that, as powerful and game changing as AI is as a tool, its inherent limitations absolutely provided an opportunity for smart, experienced, AI-savvy writers.
The encounter challenged the popular notion many writers have, that a huge percentage of clients have uncritically thrown all their marketing eggs into the AI basket, believing it’ll deliver all their copywriting needs.
Sure, some will (at their own peril), but here was a classic client type who understood that while AI certainly had its place, it was no panacea.
Which, interestingly, tracked with an article I came across recently, whose title showcased a most interesting trend: “Man over Machine: Why AI Firms Are Hiring Writers.” (Note: This article is behind a subscriber / pay wall.)
The abstract read: AI may eventually render writers obsolete, but for now, tech companies prefer man-made words to chatbots.
Well. How ‘bout them apples? Who knew?
III. Can a Professional Blog Attract FLCW Clients?
I’ve long encouraged freelance writers to have a professional blog. Not a blog that targets fellow writers, but a blog written for clients.
It’s also surprised me to see how many writers show no interest in using a writing-centric tool in their marketing.
The question came up in a WFW Mailbag entry, where a FLCW asked Peter if writing a blog can help generate new business.
As someone who’s managed quite a few, including for clients who use blogs as marketing and PR tools, I thought this was a great question worthy of an update.
So… is it worth writing a client-focused blog to attract leads?
I say yes. Peter shows it isn’t always necessary.
Check out the updated Mailbag entry linked below for both of our thoughts. Then check back in the near-ish future because this question inspired some changes to the WFW blog post plan.
We’ll soon look at benefits of client-focused blogs, what kinds of posts work well, and some basics on how to use blog posts to build visibility and convert readers into clients.
Read the update: Does Writing a Blog Help Generate More Business?
Do you have a question you’d like me to answer in a future Mailbag update? Email me at mailbag@wellfedwriter.com.