VOLUME 18, ISSUE 7 – JULY 2019
THIS MONTH’S MENU:
I. APPETIZER: STRAIGHTEN UP AND PITCH RIGHT!
Stupidly Deceptive Email Reminds: Your Reputation is All You’ve Got…
II. “FIELD” GREENS: AUDIENCE TARGETING = AUDIENCE EXCLUSION
Poor Magazine Choice Shows Marketer How to Effectively Reach an Audience
III. MAIN “MEAT” COURSE: IS “WE HAVE a GO-TO WRITER” a NO-GO?
Small-Biz Coach Reminds: Nothing (especially Copywriters) Is Forever!
IV. DESSERT: SWEET SUCCESS STORIES & TIPS (COMBO
CA FLCW: “Train Your Mind to Steam Ahead on Article Ideas!”
I. APPETIZER: STRAIGHTEN UP AND PITCH RIGHT!
Stupidly Deceptive Email Reminds: Your Reputation is All You’ve Got…
So, a month or so back, I get this email and photo from someone offering a sales-leads service (I cropped the pic to hide her face—not that she deserves anonymity…):
“Peter, I don’t remember exactly where we met. I know we did though as I am holding your business card. 🙂
“My guess is that we met at an event where we were both interested in meeting new people and seeing how we could support each other in business. I recently made an offer to my inner circle and I’d like to extend that same offer to you right now…” etc., etc.
My response (excerpted):
Hey _____: I’m a bit perplexed by this email. So, I’m supposed to believe we, in fact, met once, as “evidenced” by you holding my business card? Even though, I obviously know what my own business card looks like, and what you’re holding isn’t it (which would also explain why you’re not actually holding it, but rather it’s floating on your fingers—super-imposed on the picture)?
Sure, your email got my attention, but as soon as I realized you were being deceptive, you lost me. I wasn’t a prospect anyway, but what impression of you would you prefer I walk away with? I’m guessing not the one that I am walking away with.
Her response? She doubled down:
Hi Peter: We did meet at an event a while ago. I took a picture of your business card and entered your name in my database on _______. This is a picture of your business card that I got from you at the time.
And she then shows a screen-filling close-up of the same business card, which, if I had any remotely lingering doubt that it wasn’t mine, that doubt was now gone.
Dumb, and now dumber. And so unnecessary. Yes, a clever gimmick, for about .2 seconds. If she was going to stretch the truth, why not just say we met, and leave out the pic? I know, it wouldn’t have been as attention-getting, but given how many people I have met at events like this over the years, it would’ve been totally believable.
AND, if I was in fact, in the market for her service, I’d be far more inclined to listen to her offer. As it was, I was turned off (and would’ve been even if I had been in the market).
I’m trying to understand the thinking behind this. Is it a calculus that decides it’s better to get someone’s attention, even in a negative way, than not at all? Not how I think, and not how you should, either—IF you’re in this for the long haul (and even if you’re not).
Sure, always do your best to get attention in the most compelling ways you can, but be straight in your pitch. On that “word-to-the-potentially-unwise” note, let’s eat!
II. “FIELD” GREENS: AUDIENCE TARGETING = AUDIENCE EXCLUSION
Poor Magazine Choice Reminds Marketer How to Effectively Reach an Audience
A great tip from copywriting/marketing maven, Marcia Yudkin, that appeared as one of her “Marketing Minutes” a few years back. Love the cool twist at the end—and a reminder of what it takes to stand out to a particular audience.
Half a year ago, I received the option of a free magazine subscription after filling out some sort of survey. I selected a travel magazine. Now, every month when it arrives in the mail I experience an hour or more of head shaking as I look through the latest issue. What a mistake I made!
The glossy ads showcase Rolex watches, designer luggage and palatial spas and cruises—not my taste or lifestyle. The articles highlight some offbeat, interesting destinations, but invariably refer to wines, chefs, ski resorts and socialites whose names I don’t recognize.
In this month’s issue, the editor’s note cozies up to a reader “who wants to know how to give the perfect toast, order the right wine pairing for every course, and diffuse a heated political argument with something quotable over a glass of scotch.” That is definitely not me.
So, every month the magazine teaches me a timeless targeting lesson: Focus relentlessly on a particular segment of customer. Remind them often of who they are, what they know and what they value. When those outside your segment feel left out, you’ve done well.
III. MAIN “MEAT” COURSE: IS “WE HAVE a GO-TO WRITER” a NO-GO?
Small-Biz Coach Reminds: Nothing (especially Copywriters) Is Forever!
Friend, colleague, ex-FLCW and small-business coach, Ed Gandia (look for regular pieces from Ed in the E-PUB) serves up this great reminder that a common refrain from clients is the START of an ongoing conversation, not the end of one. Thanks, Ed!
“Sorry, we’re already working with another writer…”
Ever have a prospect tell you that? It’s happened to me a few times.
In some cases, they already have a go-to freelance copywriter. Or they do their writing in-house. Or they have an agency handling all their marketing communications.
It’s a common refrain. And when we hear it, what do most of us assume?
They’re all set. I guess I need to move on….
Nonsense!
When Paul (the prospect) says, “We’re already working with another writer,” know what that means?
It means* Paul is taken care of today. All is good now. But tomorrow is another day. His writer, Susan, could go on maternity leave. Or get really busy with another client. Or decide to join the circus and quit this freelance thing.
(*PB Note: It also means Paul uses copywriters in the first place, which, given that most companies don’t, makes him an excellent prospect – just not right now).
And if any of that happened, Paul would be in a bind. He’d have no backup because he foolishly believed Susan would be around forever.
Here’s the thing you need to understand: It’s Paul’s responsibility to have a current “file” of creative professionals he can tap into should his go-to people fall through. It might not be listed in his official job description, but it’s definitely part of his job.
Failure to have a network of resources could impact his job performance. Which could impact his career. So, yes. Important stuff!
(PB Note: I agree 100%. AND, given the non-trivial number of high-profile companies/agencies I’ve contacted over the years who didn’t have a “stable” of writers, and were glad to hear from me, it’s certainly NOT a task all clients keep up with!)
I had a client for several years who hired me every time she moved to a new company. She worked mostly with tech startups. And part of her value-add was her ability to bring in a team of marketing professionals to solve her employer’s marketing challenges.
I wrote several white papers for her when she was with Company A. Then she moved on to Company B and needed help reworking their website’s copy. So, she hired me again.
A year later she migrated to Company C and needed help with some marketing collateral. So, she reached out to me yet again. I love clients like her!
Can you see how her ability to deliver for her employer hinges (to a great degree) on the quality of her contacts?
So, Paul doesn’t need me today because he loves working with Susan. But if he’s smart, he’ll keep my information handy. Because Susan may not be around forever. And Paul’s job performance hinges on his ability to keep the marketing machine cranking along—even if Susan does decide to sell all her stuff and join the carnival.
So, the next time you hear, “Oh, we’re all set here. We do a ton of writing, but handle it in-house….,” respond with:
“That’s great! Do you mind keeping my information handy in case things change in the future or there’s a sudden surge in work? I’d love to get a shot at being your backup writer. I know your market well and can hit the ground running.”
Or maybe, “That’s great! Do you mind keeping my information handy in case your current writer decides to join the circus or a cult?” Kidding! 😉
But seriously, get on Paul’s Rolodex (which, my young Padawans, is an antiquated contraption for storing info about your contacts). Stay in touch every couple of months by sending him a relevant article or piece of content.
And don’t be surprised when he calls you with an assignment.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS (COMBO)
CA FLCW: “Train Your Mind to Steam Ahead on Article Ideas!”
Very cool combo success story/tip from Watsonville, CA FLCW Tom Bentley. Not about commercial writing, per se, but with a universally-applicable lesson in paying attention to, acting quickly on, and thinking big about, “random” ideas. And look where it got him!
No, writing for magazines doesn’t pay nearly as well as commercial work, but the big pubs (where Tom placed his piece) can still pay relatively well. AND, for those seeking a varied writing mix (and on subjects YOU choose), this kind of writing can be a wonderfully creative addition to that mix. Nice work, Tom!
Sometimes the idea for an article is served up to you on a plate, and you only have to lean forward and dig in. A month ago, a friend of mine, a true rail enthusiast, was gushing about the restoration of a legendary steam train, returned to the rails just in time for the 150th anniversary of the driving of the Golden Spike. I’m not in his league, but I like trains myself, and his enthusiasm and his “you should write about this!” captured me.
A bit of research on the massive Big Boy 4014 locomotive and its complex, years-long restoration had me considering what kind of publication might be interested. Revelation came: Popular Mechanics, still a major mainstream magazine, both print and online.
I don’t have a background in writing about mechanical things, and thought that a national publication like that might brush me off, but I sent the pitch and—rare moment this—an editor came back with a resounding “Yes!” within an hour.
And, FYI, I rejected their first offered fee, and they came back with 25% more. (PB: You go, boy…Reminds of that great line from hockey legend Wayne Gretzky: “You miss 100% of the shots you don’t take.”)
The article came out well, paid well and has been well-received. And man, they published it two days after I sent it in! In this tender tale is a point: if someone hands you a tasty idea, don’t put it in the fridge to be later forgotten. Take a bite! And why start small? If the idea has strong legs, run it up the mountain and pitch it to the pubs at the top. If they don’t want it, scale back later.
The same sense applies to copywriting work as well—research your ultimate clients and send LOIs (letters of introduction) or targeted inquiries on their content needs that would let your skills shine. If their inboxes are full, move on. But you lose nothing by taking a shot.
By the way, the editor I’m working with at Popular Mechanics just gave me another train assignment yesterday. Choo-choo!