VOLUME 21, ISSUE 5 – MAY 2022
THIS MONTH’S MENU:
I. APPETIZER: ARE YOU BEING CLEAR & COMPLETE?
5 Tips for Leaving a Crystal-Clear, “All-Bases-Covered’ Impression
II. “FIELD” GREENS: GOT A “BUYER PERSONA”?
MN FLCW: What Is It and Do We Need One?
III. MAIN “MEAT” COURSE: WHAT’S YOUR RISK TOLERANCE?
Small-Biz Writing Coach: How to Take More Calculated Risks
IV. DESSERT: COMBO SUCCESS STORY & TIP
NY FLCW: Hunting vs. Farming for Freelance Work
I. APPETIZER: ARE YOU BEING CLEAR & COMPLETE?
5 Tips for Leaving a Crystal-Clear, “All-Bases-Covered’ Impression
Learn from busy clients….
You ask 2 questions, and he answers one, requiring a follow-up EM to get #2 answered.
She says, let’s talk at 1:30, and you have to ask what time zone she’s in.
He says “See attached,” and nothing’s attached, so you have to prompt them.
She sends a file with revisions, but with the same file name—just asking for confusion.
Definitely not picking on clients. Just noticing what busy clients overlook in their everyday dealings with us, and translating that into five tips that’ll reliably boost your professionalism in the eyes of clients (and you’re likely doing some of them already!):
1) Read Emails Completely: AND answer all questions posed. Consider the tried-and-true approach of answering within their email, so you not only put your answers right after the questions, but you ensure you don’t miss any points. When you say you’re attaching a doc, be sure you do.
2) Always Include Time Zones to ANY time you suggest for phone/Zoom calls, even if you know they’re local (they might be traveling outside of their home zone).
(I may have mentioned the next one at some point, but repetition’s never a bad thing…)
3) Include the Thread: In any back-and-forth email exchange (e.g., prospect you’re following up on, client you’re talking to), ALWAYS reply from the same thread. Duh? Well, I can’t count the times I’ve gotten an email “following up” on an earlier one, yet there’s nothing below it.
When prospecting, we need them to pay attention, and that starts with being clear about our request. Including the past thread may still have them ignore us, but at least it won’t be because they have no clue what we’re talking about.
It’s even more important to include the thread with clients, where conversations often evolve and build on each other.
4) Include Draft #s & Dates: When submitting copy to clients, in both the file name and doc header (or footer), spell out what the project is, which # draft it is, and the draft date. AND, make sure you always update BOTH when you generate a new draft.
For example, one of my file names might read: “ABC-NewProduct-PressRelease-PB-Draft1-041222.docx.” In the doc header, on the top line, goes the subject of the doc (i.e., “ABC New Product Press Release), followed by the draft/date below: “Draft 1: 04/12/22).
In the footer, equally spaced across the page, I put my name, my business email address (not my gmail address) and my phone number. If they need to reach out, I’ve made it simple.
5) Include the Original: On docs where you’ve edited a client’s version of some copy, always include the client’s original version after yours so they can see what you changed and how.
If they provided you with some brief source material you used to craft your copy, include that after your copy, so they can make sure you covered the necessary bases.
There are no doubt plenty of others, but do these and you’ll stand out as buttoned up, professional and easy to work with. On that “easy-success-shortcut” note, let’s eat!
II. “FIELD” GREENS: GOT A “BUYER PERSONA”?
MN FLCW: What Is It and Do We Need One?
Got this great piece from MN FLCW Natalie M. Rotunda, underscoring the importance of identifying your ideal client, and letting the world know.
Yes, FLCWs can cast broader nets, but if, over time, we decide to specialize in a particular industry, project type or client size, this makes all kinds of sense. Thanks, Natalie!
Every Wednesday, at 8:20 a.m., my radio is tuned in to Nyles’ weekly show. He’s a financial guy who talks about the many aspects of retirement planning with real-life stories. Sound as interesting as watching grass grow? Not!
His nine-year sidekick, radio host Bob, keeps things lively with questions, comments, and just by being plain likeable. Conversational, paid advertising at its best.
Last week, Nyles stepped into our world with, “Who are our clients?” For days, he and his staff had brainstormed, visualizing their several-thousand clients, extrapolating eight or nine qualities common to 100% of them.
He then shared the results of the brainstorming sessions on air, expecting that listeners having these qualities would contact them.
Nyles had just verbalized a buyer persona.
He also attracts new business by hosting free, informative dinners, and his radio listeners know how to reserve a seat at the dinner table.
Pete, my insurance guy, told me who his ideal clients were: newborn parents. He and his wife had a newborn, and he saw himself as one of his own clients. Sending congrats cards to the happy parents and following up by phone a month later, he’d built a solid book of business.
He spread a wider net later, focusing on a particular group: homeowners of all ages, who own several vehicles. Client referrals are the main way he gains new policyholders. Throughout his career, Pete has added or eliminated buyer personas, as needed.
I like the way they both visualized who needs their services based on people they know. Both men flourish because they know who “their people” are.
Do we need a buyer persona? Pete’s and Nyles’ success answers that for me (maybe for you?).
What will you do with your newly minted document? (a) Plan your marketing strategy around it? Or, (b), broadcast it on your website, so visitors won’t have to guess whether they’re a good match. Or…do both!
III. MAIN “MEAT” COURSE: WHAT’S YOUR RISK TOLERANCE?
Small-Biz Writing Coach: How to Take More Calculated Risks
Great piece on strengthening your risk-taking muscles, from friend, colleague, small-business writing coach (& E-PUB regular), Ed Gandia. Thanks, Ed!
To become a successful freelance writer, you need to be willing to take some risks. Now, you shouldn’t be reckless. But you need to be willing to take calculated risks—risks that look promising, but there’s no guarantee.
For example, you might need to leave your steady-paying job to start your own business. Or fire a less-than-desirable client. Or raise your prices. Or go after higher-quality clients. Or change your business model.
But what if you’re highly risk-averse? Can you train yourself to become more accepting of risk?
Why Some People Struggle with Risk
Before we dig into that question, it helps to understand why many of us are risk-averse. A lot of times, it comes down to perfectionism.
When you’re a perfectionist, it’s hard to take a risk because it increases your odds of failure—at least in the short term.
You need to be okay with failing sometimes if you’re going to allow yourself to take some risks. But many of us are uncomfortable with failure. We see it as embarrassing or a sign of weakness. We want to succeed. And we want to do things perfectly!
Yet in business, you don’t have to be perfect! Most of the time, you just have to be good enough. So, give yourself the freedom to experiment!
How to Become More Risk-Tolerant
So how can you train yourself to become more risk-tolerant? Risk-taking is like a muscle. You more you work it, the stronger it will get.
Your comfort zone is dynamic. When you step put and do something scary, it stops being scary. Every time you step out of your comfort zone, your comfort zone gets bigger.
And interestingly, your ability to take risks in one part of your life can spill over into other parts of your life.
So, if you can take risks in your personal life (e.g., join a gym, travel to a new country), you’re better able to take risks in your business life (e.g., start a freelance writing business, go after better-quality clients). And vice versa.
Start with Small Steps
The trick to smart risk-taking is to start slow. Just like when lifting weights at the gym, you don’t start with the heaviest weight possible. You start with a small weight and work your way up.
So, when it comes to working your risk-taking muscle, take smaller (safer) steps. Small steps are easier to quantify and less scary. With each step you take, you feel more comfortable. And you start to see the path forward.
What could these small steps look like?
Well, maybe you launch your freelance writing business on the side before you quit your day job. Take on one or two clients and see how it goes. Or maybe you raise your fees with your next new prospect and see how that’s received.
Or maybe you go after higher-quality clients while keeping a few “lower-quality” clients in the fold—at least for now. Or maybe you test out a business model with a new client instead of doing a complete business revamp.
Some of these risks will pan out. Some won’t. And that’s okay.
Step Out of Your Comfort Zone!
If there’s something you’ve been thinking of trying in your business—but have been too scared to do—think about how you can try it in smaller increments.
The results may not be perfect. But they’ll be informative. And they just might take your business to a whole new level.
IV. DESSERT: COMBO SUCCESS STORY & TIP
NY FLCW: Hunting vs. Farming for Freelance Work
Love this combo success story/tip piece from NYC-based financial writer and friend, David Rodeck.
It’s a great reminder that there are different ways to land work, and if you can combine those prospecting efforts with an activity you enjoy, generating business can be a more natural, organic process. David was Treasurer of the Financial Writers Society in 2020 and 2021. Thanks, David!
In my early years as a freelancer, I only used direct marketing and outreach to land clients: replying to job ads on forums and Upwork, sending out cold emails, and making cold calls (with Peter’s excellent coaching support!).
Every week, I was hunting for my next payday.
I didn’t have much choice. I had to get the word out about my services and needed work immediately to pay my bills. As my client list grew and generated more reliable income, I found myself needing less and less direct outreach.
Instead, I put that extra time towards long-term networking. I joined an industry trade group and became a board member (the Financial Writers Society); I spend more time keeping in touch with clients and leads—i.e., meeting local contacts for a beer—and I attend social activities at night that also include networking, such as my public speaking club (Toastmasters).
These activities didn’t lead to work overnight, but each one has led to substantial projects. Much bigger than the typical job I would land from a job posting or a cold call.
People are more willing to invest in my work after they’ve spent months getting to know me from this networking. The farming eventually paid off.
If you need work now, direct outreach will get you much faster results. You need to get out there and hunt.
But if you have a little extra time, consider planting the seeds with some long-term networking strategies. You’ll thank yourself once the harvest comes in.