VOLUME 20, ISSUE 5 – MAY 2021
THIS MONTH’S MENU:
I. APPETIZER: WHEN CLIENT EDITING GOES AWRY
Diplomatically Ensuring “Showable” Samples (AND Impressed Clients…)
II. “FIELD” GREENS: “BIG-SCARY-DOG” MARKETING WRITING
Atlanta FLCW Applies Wise Mom’s Crisis De-escalation Strategy to Copywriting
III. MAIN “MEAT” COURSE: THE FIRST QUESTION TO ASK
Small-Biz Coach: Ask These Questions to Break the Ice with New Prospects
IV. DESSERT: SWEET SUCCESS STORY & TIP
Career Copywriter First Pursued a Design Career, But Then Found a Book…
I. APPETIZER: WHEN CLIENT EDITING GOES AWRY
Diplomatically Ensuring “Showable” Samples (AND Impressed Clients…)
I have this one client I really enjoy working with. They give me what I need to do my job, have super-reasonable deadlines, are excellent communicators, and pay fast. What’s not to like?
Recently, I followed up to get samples (digital) of projects I’d completed (are you?). Typically, I’ll submit drafts, and they’ll make any changes on their end. Unfortunately, they often do some serious editing (absolutely their prerogative), and when they’re done, my originally pristine copy no longer is. Frustrating.
There indeed were several completed projects, and she sent on the produced PDFs. After reviewing them, I wrote her this note:
Hey ____, Thanks for these! AND (how to say this diplomatically…), I found quite a few grammatical and punctuation errors throughout the finished pieces you sent. I know my drafts will always get changed and adapted to varying degrees for the final version, and that’s standard, but too often, the proper grammar and punctuation are being lost.
(PB: Note the strategic use of passive voice: “…being lost.”)
A big part of the value of hiring someone like me is that you know your stuff will be correct in the ways that matter. I’ve learned that a certain segment of prospects for any product are sticklers for proper grammar and punctuation, and if they come across a few errors, they might just decide the organization in question isn’t “buttoned up.” Not fair, but the way it is.
My ONLY goal is to have you and (company name) put their best foot forward.
Moving forward, I’d be happy to do one last pass on your final edited drafts (just prior to laying the pieces out), and, of course, on the house.
I was busy at that time, and writing out edits for five samples would take forever (remember, they were produced PDFs). So, I suggested we get on the phone, and make changes on the fly. She happily agreed (See? Great client!).
Yes, I’d benefit from clean samples, and that’s enough reason to offer a free final review. That said, I know she appreciated my extra effort to ensure their stuff was pristine yet again. On that “things-that-build-client-loyalty” note, let’s eat!
II. “FIELD” GREENS: “BIG-SCARY-DOG” MARKETING WRITING
Atlanta FLCW Applies Wise Mom’s Crisis De-escalation Strategy to Copywriting
Great piece from Atlanta FLCW Tom Tortorici, who, as evidenced by the following, has found that ideas, insights and inspiration can appear anywhere, at any time. The trick, says Tom, is to be open and vigilant enough to recognize them. Thanks, Tom – great stuff!
The September sun was starting to set on the peaceful neighborhood park. Peaceful, that is, until the sudden burst of a screechy “Waaaaaaahhh!”
The little boy was about 5, and someone’s big, playful Great Dane had gotten off its leash and run right up to him. Its apologetic owners quickly hooked their pet back up and led it away. But the boy was still freaked out by the intrusion, and continued to cry.
Walking by, I expected the child’s parents to console him by pointing out that the danger was past. “Stop crying. The dog’s gone.” That’s what I would have done. But they took a different tack.
“That was a big scary dog, wasn’t it?” mom was saying. The boy nodded firmly, as his volume dropped a notch. “You were afraid it was going to get you, right?” He nodded again, and his cries downgraded to a whimper. And then finally: “You’re safe now, right?” A small nod, and finally, a big sigh.
I continued on my way, and thought about what I’d just witnessed. The child didn’t want his fears denied—especially through “logic.” His fears were still viscerally real for him, and he needed them validated.
Once he got that validation, the world was once again in balance. There’s a lesson in here somewhere, I thought.
As a marketing writer, I’m aware that peoples’ buying decisions typically include both logical and emotional components. That smart parent inadvertently taught me that even the most airtight logical appeal can be meaningless until that person’s feelings have at least been acknowledged.
I noticed how Smart Mom structured her approach. Since she started by validating the boy’s deep, existing emotions, that final logical argument became meaningful on that same deep level.
I also noted that her lead-up statements were in the form of questions. She wasn’t telling her target audience what they should be feeling. She simply asked if that’s what they were feeling. That small nod in response, at the park or in front of a business website, signals buy-in.
The boy’s (i.e., the message recipient) eventual sigh showed that Mom’s (the seller) final pitch resolved both his emotional stress and the real-world predicament. It’s a persuasive approach that digs deeper, to help us humans get what we needed all along.
In any case, I’m grateful to a mother who understood more about ‘selling an idea’ than Mr. Professional Copywriter, who happened to be wandering past.
III. MAIN “MEAT” COURSE: THE FIRST QUESTION TO ASK
Small-Biz Coach: Ask These Questions to Break the Ice with New Prospects
A seriously useful piece from friend and small-business coach, Ed Gandia, about how to kick-start conversations with new prospects. Thanks, Ed!
Ever struggle to break the ice with a new prospect?
Say you start the discussion over email and agree to a phone conversation. You call them up, say hello and exchange pleasantries. But then you’re not sure what to say to get the conversation going.
Don’t feel bad. It happens to everyone. The key? Have a question ready to go—one that will break the ice AND provide useful insight into what kind of prospect they might be.
Your “Go-To” Question
Here’s what I like to ask:
“Well, Chris … thanks for contacting me! I’m curious … how did you hear about me?”
Not only is this a natural transition, but their answer will very likely tell you what kind of prospect they are. For example, if your best client referred them to you, there’s a good chance they’re a high-quality prospect.
If they found you through a Google search such as “medical device copywriter Atlanta,” it can show that they’re looking for someone with experience in their industry (and they already suspect that you can probably help).
But sometimes, they’ll offer even more information, like, “We’re reaching out to about half a dozen writers and your name came up.” Great! Now you know you’re part of a shopping expedition, and you can proceed with caution.
Perhaps, the question will reveal they hired their last writer on Upwork, and it didn’t work out well. Or maybe they’ve been looking for someone like you for months, and were happy to have come across your website or LinkedIn profile.
A Few Other Options
Already know how they found you? Ask another open-ended question about their project or challenge. Try something simple like:
Tell me about your project…
What do you have in mind?
What are you looking for help with?
How can I help?
It’s amazing how much prospects will open up with these kinds of open-ended questions. And you’ll get the conversation started on the right foot, minus the awkwardness.
PB: We’ve all been where Ed’s talking about, and it can definitely be awkward at the start. I’d add the following thoughts to Ed’s solid suggestions above.
I’ve definitely used Ed’s main question above: how they found you. Try to build on their answer. If it was LinkedIn, I might ask how useful they find the platform. If it’s a referral, then, obviously, discuss the referrer. If it’s a Google search, pivot and ask them if they’ve used writers before.
You both know why you’re there: to explore a possible business relationship. But remember: people do business with people, not companies.
Fact is, you’re two human beings, and, misanthropes notwithstanding, most all human beings like to connect with others and find common ground (besides just business).
You both want any partnership to be collaborative, productive and mutually beneficial, and all that starts with a personal connection.
If it’s a Monday, I might ask if their weekend was good, and if they did anything fun. And from there, go where the conversation goes (i.e., you don’t have to jump into business right away, unless you sense impatience coming from them).
I’ve found that the more you don’t talk about business right away, the warmer someone becomes. And that warmth is proof positive that they’re “buying” you as a person, and all good things flow from that.
IV. DESSERT: SWEET SUCCESS STORY & TIP
Career Copywriter First Pursued a Design Career, But Then Found a Book…
TIP: Do Your Great Ideas Come in Showers? Now, They Can!
Got the following atypical feel-good “success story” email from a copywriter who prefers to remain anonymous. He’s not yet a freelancer, but it’s still success, any way you cut it. After that, a cool must-have tool for never losing a good idea, even in the shower!
Hi Peter: Congratulations on the new book!
I bought the first edition when it first came out at Borders. At the time I was working as a traffic coordinator in the advertising department of a big department store, and taking night classes in graphic design.
Your book inspired me to pursue copywriting instead. I volunteered to write a few projects at work and a year later I was working full-time as an advertising copywriter.
My career has taken me from Atlanta to New York to Minneapolis. I still work in the corporate world, where I’ve written everything from editorial copy about intimate apparel to B2B copy for employee benefits, but I know one day I’ll take the leap to freelancing.
All this to say thank you for helping me believe I could make a career from my love for words. Your book that pushed me in the right direction. I’ve given copies of it to friends and colleagues over the years and look forward to doing the same with the new edition!
I’m a big one on always carrying a note pad with me. You truly never know when inspiration will strike—or when you suddenly remember something you NEED to remember—and, when it does, you want to be ready.
I remember the exact spot in the road when I excitedly scribbled the title, The Well-Fed Writer, so many years ago.
I think back to the times I’ve had great ideas for a project (especially taglines, names, book titles, but also just that “perfect” line of copy), but didn’t have anything to write it down on.
I was sure I’d remember it (I mean, how could I forget such an awesome idea, right?). Then, something else pops into my head, and by the time I got back to it, poof, it’s gone. Seems to happen more frequently as my hair’s gotten grayer…what’s up with that? 😉
Anyway, I’ve got a little notebook and pen in my car, one on my nightstand, and, on trips, always carry one in my backpack or canvas attaché. But, recently, I had a great idea exactly when it was the least convenient time to have that idea: in the shower.
Well, apparently someone else had the same experience, and did something about it. It’s called AquaNotes (course, it is), and now, I’m covered. Sure, it doesn’t happen often, but if it captures even one or two brilliant inspirations for posterity, it’s worth it!