VOLUME 23, ISSUE 7 – JULY 2024
THIS MONTH’S MENU:
I. CONTENT IS KING, NOT AI
Study: AI Isn’t in Top 5 of Marketer Concerns!
II. MAKING THIS COMMON MISTAKE?
Small-Biz Writing Coach: Don’t Do This When Quoting Fees!
III: GOT “ONLINE NEWSROOMS”? Part 2 of 2
PR Copywriting Pro: Create Your Own Online Newsroom!
I. CONTENT IS KING, NOT AI
Study: AI Isn’t in Top 5 of Marketer Concerns!
This attention-getting piece comes from veteran financial-services copywriter, Don Sadler, who cites a mighty surprising study, while then nicely laying out how content (marketers’ #1 concern, actually…) can boost sales and revenue.
While originally written for marketers, it gives folks like us great insights into what to focus on, and what to NOT obsess over (hint: AI!).
Read the full piece on Don’s site here.
Sometimes it seems like AI is all anybody talks about, whether it’s how computers are taking over the world—like HAL in the 1968 “way-before-its-time” 2001: A Space Odyssey—or how AI is going to hoover up everyone’s jobs.
So you might be surprised, as I was, with the results of a recent study (What Drives Exceptional Growth in an Unpredictable Marketplace?) to determine the number one marketing priority of high-growth businesses.
Guess what? It’s not AI. In fact, AI didn’t even make the Top 5.
The top marketing priority of these businesses in 2024 is…content marketing. The top five priorities for marketers who responded to the survey?
- Content marketing (37%)
- Brand differentiation (27%)
- Social media marketing (26%)
- Search engine optimization (19%)
- Marketing technology and automation (19%)
To learn what kinds of content are most popular today, and the “Five Ways Content Can Boost Sales & Revenue” (making content an ideal target project type for copywriters), read the full article here.
II. MAKING THIS COMMON MISTAKE?
Small-Biz Writing Coach: Don’t Do This When Quoting Fees!
Great advice from Ed Gandia—friend, colleague, small-business writing coach, and regular contributor to the E-PUB. Takes me back to my old sales days (see note at end). Thanks, Ed!
If you’re on a call with a prospect or client and you’re quoting a fee, stop talking after you’ve quoted the number or range.
Just say the number (or range):
- “My fee for the scope I just described is X.”
- “This project will range somewhere between X and Y.”
- “You’re looking at somewhere around X for this.”
The temptation is to keep talking. To qualify the fee further. To let them know you’re flexible or willing to negotiate. For instance:
- “My fee is X but I’m flexible…”
- “This project will range somewhere between X and Y. Is that OK? I can work with you if you don’t have the budget.”
- “You’re looking at somewhere around X for this. What do you think? I’ve done a lot of this kind of work. I can start next Monday but I’m flexible. And let me know about my price. I can also help you with other things like…”
Don’t. Just say the number confidently and sit comfortably in the silence.
ONE exception…You can add this very simple question:
“Is this within your budget?”
But no more. This last question can help keep the conversation alive without getting you into trouble.
Bottom line: state your fees or fee ranges confidently. Don’t try to explain or justify them. Let the silence communicate the fact that it’s the client’s turn to speak and respond.
PB: As the old sales adage reminds, “He who speaks first loses.” It’s not easy to zip it in the face of client silence, but continuing to talk will only hurt your case.
How many times have I (or fellow commercial freelancers I’ve heard from), emboldened to ask for more money than usual from a client, have delivered their quote, shut up (while freaking out silently), and had the client respond, “That’s fine.”
III: GOT “ONLINE NEWSROOMS”? Part 2 of 2
PR Copywriting Pro: Create Your Own Online Newsroom!
Last month, CT PR writer, founder of the acclaimed All Freelance Writing site and regular E-PUB contributor, Jennifer Mattern, served up Part 1 of Online Newsrooms, outlining the ins and outs of an often-overlooked project type.
Part 2 discusses why commercial freelancers might create their own online newsroom. And, I shares an example of my own. Thanks, Jenn, and enjoy!
When to Create a Media Kit for Your Own Freelance Career
In last month’s issue, we explored online newsrooms and media kits as a source of freelance writing gigs. Today we’ll look at why you might consider creating a media kit of your own.
Here are two examples of when a media kit might make sense:
Subject Matter Experts: If subject-matter expertise is a part of your freelance writing specialty, you might want to create a media kit. Why?
A media kit helps you build visibility within that area of expertise by letting members of the media know you’re open to interviews.
Your media kit gives journalists, podcasters, bloggers, and others your contact information, your background, and examples of prior coverage showing other media outlets have brought you in as an expert source.
Product Promotion: If you also sell related products and services, like a book about your freelance specialty, a media kit is a good idea.
In this case, your media kit would focus more on your book or other product than you as a source, though you can take both approaches with one media kit.
A product-focused media kit would include things like one-sheets, book excerpts and blurbs, and high-resolution product images.
As a freelance writer, you don’t necessarily need a media kit or newsroom. But consider adding one to your professional website if you have products to promote or you want to land more media interviews related to your specialty.
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PB: Thanks, Jenn, great ideas! And while certainly not the last word in Online Newsrooms/Media Kits, check out the one I put together for TWFW here.