VOLUME 15, ISSUE 11 – NOVEMBER 2016
THIS MONTH’S MENU:
I. APPETIZER: DO HAVE A LONG-TERM MENTALITY?
Project Parameters Changed, But I Didn’t Renegotiate the Fee. Why?
II. “FIELD” GREENS: ARE YOU GIVING A LITTLE EXTRA TO GET A LOT?
SC FLCW Reminds: 5-Minute, “Not-In-My-Contract” Bonuses WILL Pay Off!
III. MAIN “MEAT” COURSE: WANT AN ASSOCIATE? PROCEED WITH CAUTION!
Canadian FLCW Shares Tale of “Partner Woe” (AND How to Do It Right!)
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Bay Area Editor’s Good Work Lands Ezine Promo, Which Lands Big Gigs!
TIP: FL FLCW Suggests “About YOU” Page (not “About Us”) On Your Site
I. APPETIZER: DO HAVE A LONG-TERM MENTALITY?
Project Parameters Changed, But I Didn’t Renegotiate the Fee. Why?
I picked up a new client recently, a referral from another writer who doesn’t do commercial work. He’s an ultra-busy exec who wanted to start writing regular trade articles and blog posts in order to boost his professional profile in his industry.
There are plenty of folks like him out there—people who know they have to create a greater online presence than just a website—yet are far too busy to even think about doing this themselves. So, people like us offer a perfect win-win solution.
We got off to a bit of a rocky start when he missed our first call (to quantify his needs and the nature of our partnership). I had to follow up repeatedly to get a response, finally asking him point-blank if I was wasting my time.
He quickly wrote back, profusely apologizing, and insisting I wasn’t. When we finally did connect, we talked through the format and contents of a first project, I got an upfront deposit, and I got to work.
The project hit more speed bumps when he decided the three articles he’d sent me as source material—and upon which I based my first draft—weren’t the best sources after all. He sent me new stuff that, needless to say, necessitated a major rewrite to create a second draft.
Clearly, this was a new direction for the article and I had every right to renegotiate our fee (it’s certainly the advice I’d have given
anyone who came to me in that same situation and asked my thoughts…).
But I decided not to. Why? Most importantly, if this first one went well, he’d become an ongoing client. In my books, that’s worth putting up with some early-stage hiccups.
Other considerations? 1) I wasn’t way over my estimated time, even with the rewrite; and 2) I could tell he was a good guy, sincere about wanting to get this done, new to the hiring-writers thing, and just really scattered.
Now, what I DID tell him (lest you think I’ve grown soft), unambiguously, was what I noted above: that this was, virtually a total rewrite, and, while I wasn’t going to charge him more this time, in the future, I’d have to. And he got it.
We’ll see how things go, but with my punctuality on our scheduled calls (even if he sometimes didn’t make it), easy-going attitude and clearly expressed expectations for future projects, I’ve given him a lot of reasons to trust my reliability, respect my professionalism and enjoy working with me.
Yes, there’s a fine line between being easy-going and being a doormat, but use your gut to find that right balance. On that forgiving note, let’s eat!
II. “FIELD” GREENS: ARE YOU GIVING A LITTLE EXTRA TO GET A LOT?
SC FLCW Reminds: 5-Minute, “Not-In-My-Contract” Bonuses WILL Pay Off!
We’ve seen E-PUB pieces in a similar vein, but Brittany Taylor, Charleston, SC FLCW, content creator and strategist at SeeBrittWrite, offers up an eloquent reminder of how little “above-and-beyond” favors to clients can turn into seriously lucrative loyalty.
Whatever title we pick—freelancer, solopreneur, entrepreneur—all of us commercial writers are also small business owners. According to the SBA, 82 percent of your new business will most likely come from referrals. That’s great news! Why? Because referral business is so darn easy to manage.
Think about it: You control both the product and your customer service. Make your customers happy on both fronts, and they’ll almost always send more projects your way.
The product part is all on you. As for the customer service end, one piece of advice has served me well: Do a little bit more than you’re contracted for. Not much more, mind you. I’m not one to push writers to work for free!
I’m talking about the quick emails clients send you with questions about how this paragraph sounds or if you like this or that title for a new ebook. It’ll take you five minutes to answer, and those five minutes earn you major customer karma points.
Do this, and you demonstrate three key truths to your clients:
1) You care about their businesses beyond the project you’re paid to care about
2) They were right to trust you enough to solicit your opinion, and…
3) You’re easy to work with.
Sure, your clients will tell their colleagues that your work itself is outstanding. But if you go above and beyond, that’s the trait that your clients will lead with—and that’s what will land you repeat and referral business.
III. MAIN “MEAT” COURSE: WANT AN ASSOCIATE? PROCEED WITH CAUTION!
Canadian FLCW Shares Tale of “Partner Woe” (AND How to Do It Right!)
Got this generous piece from St-Armand, Quebec (2 miles from the Vermont border) FLCW Gail Schwartz, about what to do (and NOT to do) when considering taking on a partner. I say “generous” because Gail feels slightly embarrassed about what happened, but I told her she shouldn’t; you can’t always know if something’s going south. Plus, she’s learned a lot from the experience, and she shares it here. Thanks, Gail!
As much as I appreciate the autonomy that being a freelance copywriter allows, I’ve often wished for colleagues since starting my business three years ago. Though my recent first attempt was a disaster, I learned a lot. I’ve slowly begun overtures with another candidate; I’m convinced it can be done successfully if it’s done thoughtfully.
Why an Associate?
My copywriting practice took off pretty early on. During the last eight months, I found myself turning down work. Somebody asked if I’d ever thought about subcontracting or taking on a partner. Hmmm…
Where I found one…
I teach English Composition at a local college. Last summer I met “Joe,” a conscientious career-changing student with excellent writing skills. As a student, Joe was a dream, but when we began working with an actual client, things deteriorated. If you do teach, it can be an opportunity to try out somebody, if you start small and don’t risk much initially (I didn’t and did).
Some people find subcontractors through sites like UpWork and have had great experiences; others haven’t. The obvious networking sites, LinkedIn and Facebook, are good tools to expand your network, especially if you join writers’ groups. I found my current graphic design partner on Own It, a site for small business owners.
Warning Signs
When Joe and I started working together with a client, he showed his true colors early on. First he didn’t respond to a request for feedback on a proposal. Then he cancelled a meeting. Then another. He had good excuses and good intentions, but not good enough for my high professional standards.
But, caring for him and wanting to give him a chance, I stuck it out…until I found out he’d gone behind my back and shared our private conversations with a client. Which led to my having to refund the client’s deposit after Joe turned the client against me!
People show you who they are pretty quickly. It’s your job to notice.
What Not To Do
1) Don’t ever invite anybody to a meeting with a client (until they’ve proven themselves to be a reliable, loyal and trusted colleague). It’s your business and you need to be the face and the personality associated with it.
2) Even if you’re teaming with another copywriter, the client doesn’t have to know. That way, if you have a problem, you can cut ties without disrupting your contract.
3) If things don’t work out with a client, don’t recommend associates who have seen internal documents or who have worked on a contract with that client before.
What To Do
1) Create a file that contains your professional values and expectations (think: “business prenup”), along with how you’ll end a relationship with an associate if necessary.
By sharing this with potential collaborators up front, people know what to expect and are more likely to trust you because it’s clear you know yourself and have thought through your relationships.
2) Keep personal and work lives separate, especially with associates. We can’t predict how situations might go south, and no friendship is worth sacrificing your business reputation for. There are already too many ways for people to dig up dirt on you; you don’t need additional ways for personal information to get into the wrong hands.
3) ALWAYS insert the word “nonrefundable” in front of “deposit” in your contracts.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Bay Area Editor’s Good Work Lands Ezine Promo, Which Lands Big Gigs!
TIP: FL FLCW Suggests “About YOU” Page (not “About Us”) On Your Site
Got this cool success story from Bay Area freelance editor and ghostwriter Linda Jay (her site’s “in progress”). Not pure commercial writing, but since it definitely qualifies as “well-fed” writing, I’m happy to include it, especially given its clear message: Good work gets rewarded.
On a cool side note, Linda founded The Petaluma Radio Players in 2015, producing two shows her parents wrote for The Shadow in 1944, complete with sound effects, music “stings,” etc. This year, they’re producing four comedies/murder mysteries written by writers from all over the U.S.
Following Linda’s piece, a wise and clever web site suggestion from Vero Beach, FL FLCW Tom McCauley.
Recently a professional networker in North Carolina contacted me after I hadn’t heard from her for years. I’d edited her first business book in 2008, and according to her, because I’d done such a good job, she landed a contract with a publisher. She wanted to know if she could feature me, with a photo and bio, in the Spotlight section of her monthly national e-newsletter.
Well, sure! In the intervening few weeks, that exposure bore fruit: I’ve signed on for my first ghostwriting job, with a business development specialist who lives in London and is her networking client. We start in mid-November. Another of her contacts, a university basketball coach, is also considering me as the editor for her autobiography.
It’s a first for me, to be featured by a professional networker and have her introduce me, virtually, to prospective clients. I like it! Do a good job, and who knows where it can lead?
Your website is the window to your company for your existing or prospective clients. Unless they stumbled upon it when surfing the web, prospective clients come for a specific reason.
They have a problem that they need help in solving. Your firm may have been recommended to them or they may have found you by Googling their problem. In either case they don’t care about you, your company history, the number of offices you have or what you have done for other clients. They are motivated by the “What’s In It For Me?” (WIIFM) factor. Can you solve my problem?
Since you probably know the type of clients you have and want more of, you understand their situation (or shouldn’t be in business if you don’t), their challenges and the types of problems they typically encounter. But do they know that? No.
If you have an “About Us” page on your site, chances are it’s of little interest to prospects. So how about an “About You” site page that talks about your clients, their problems and how you can help them? Your demonstrated knowledge of their world will establish a relationship that no amount of yakking about your firm will.
It’s not about you, it’s about them. Remember that. They will.