VOLUME 16, ISSUE 11 – NOVEMBER 2017
THIS MONTH’S MENU:
I. APPETIZER: NOT PASSIONATE ABOUT WRITING? THAT’S JUST FINE…
Yours Truly Reminds: Better to Skip “Passion” and Shoot for “Affinity.”
II. “FIELD” GREENS: WHAT’S THE NEXT STEP FOR YOUR BUSINESS?
AZ FLCW Incorporates New-Found Skills Into Practice—Benefitting Her AND Clients!
III. MAIN “MEAT” COURSE: LEARNING FROM A HIP-HOP ARTIST
Canadian Copywriter Asks: Are You Making a “Five-Figure Impression”?
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Budding CA FLCW Strikes While the (LinkedIn) Iron is Hot, Lands Gig!
I. APPETIZER: NOT PASSIONATE ABOUT WRITING? THAT’S JUST FINE.
Yours Truly Reminds: Better to Skip “Passion” and Shoot for “Affinity.”
Seems you can’t surf the ‘Net for more than five minutes without crossing paths with yet another article admonishing you to “Follow Your Passion!”
We’re relentlessly reminded that the very quality of the rest of our lives hinges on making this crucial discovery, and pursuing it with all the…. well, passion we can muster.
How tragic and unthinkable, we’re told, that we might actually go through life without finding that ONE particular thing that “lights us up,” “turns work into play,” “has us lose track of time,” and all the other breathless clichés that accompany any discussions in this arena.
But, then, on second thought…
What if it’s bad advice?
Sure, who can argue with the idea of “FYP”? Sounds lovely, no? But as I discuss in TWFW, what if that pursuit is a trap? What if our quest for the “perfect work” has us clinging to jobs we truly DO hate waiting for The ONE Thing to come sweep us off our feet?
For thousands of years, “work” was something people just did to survive, to put food on the table, to, literally, keep the wolves at bay. Anyone who spent any amount of time thinking, “Do I really enjoy this?” would be a low-effort meal for the above.
But, fast-forward to today when, for most of us, food, clothing and shelter are givens, and suddenly, our lives simply aren’t worth living unless we’re loving every minute of them. Good luck with that.
Let’s establish this: People who have indeed found the thing that, on Day One, meets all the aforementioned mystical criteria, are incredibly rare (kind of like those who’ve found their “soulmate”…).
Yet, because we heard about one once (sort of like a unicorn), or perhaps know someone who knows one—we say, “Why not us, too?” It’s a setup for disappointment.
Sure, plenty of folks love what they do, but I’d daresay anyone who currently does spent a whole lot of time in the past NOT loving big swaths of it.
Which brings us to commercial freelancing. I love it when people say, “Oh, it’s so great that you found your passion!” Uh, FYI, writing marketing brochures and web copy doesn’t quicken my pulse. Do I like it? Yup. Good at it? Yup again. And you know what? That’s plenty.
And over time, I can fine-tune that general affinity and aptitude into something that approaches the ideal (like the story in the next course). A good example is my book-titling specialty, which I indeed LOVE doing. But that end result sprang from a modest, undemanding place: Finding something I pretty much liked to do, most of the time.
So, if you’re not passionate about commercial writing, but you enjoy it well enough on most days (perhaps, because like me, you get to live life on your own terms—something you’re definitely passionate about…), then it sounds like you’re in a pretty good place. On that “count-your- blessings” note, let’s eat!
II. “FIELD” GREENS: WHAT’S THE NEXT STEP FOR YOUR BUSINESS?
AZ FLCW Integrates New & Old Skills Into Practice—Benefitting Her AND Clients
Got this cool example of the kind of “fine-tuning” I discussed in the Appetizer above from Tucson, AZ FLCW Martha Retallick, about her process of moving towards more interesting, fulfilling work. Thanks, Martha!
Since 2014, I’ve focused on general commercial freelancing. And then…I got bored. Rewriting the copy on this home page or creating new copy for that brochure just wasn’t as appealing as it once was.
Then, earlier this summer, I worked on a project with one of Tucson’s veteran copywriters, and got to see how he went beyond writing—like advising clients on business strategy and operations.
Hmmm, that’s what I’d like to do, I thought. And now I’m doing it. What happened?
Well, for starters, handling my father’s estate, my mother’s affairs, and the renovation of my 61-year-old house required more strategic thinking and management—AND were more interesting—than copywriting. So, I integrated those new skills into my business.
Examples: I followed up a recent copywriting gig with a set of content flow suggestions for the client. In addition to editing copy for a website, I’ve served up my ideas on page design and social media strategy. And here’s the coolest one…
I’m currently working with the team that’s launching Tucson’s new bike share program. I was originally brought in to write the press releases, but as a three-decade rider in Tucson, I just couldn’t keep quiet about it.
So, I became the press release writer/strategic consultant from the world of bicycling. When it came time to install the equipment, I figured the team needed “better-than-cell-phone” photos. So, over I went to the Tucson Convention Center, with my DSLR.
The combination of writing, photography, and consulting is much more satisfying than any of them would be on their own. It’s a much more enjoyable approach to the business, AND, more valuable for my clients. Count me as a very happy Martha.
III. MAIN “MEAT” COURSE: LEARNING FROM A HIP-HOP ARTIST
Canadian Copywriter Asks: Are You Making a “Five-Figure Impression”?
Got this great piece from Tarzan Kay, a $2500/day copywriter from Fonthill, Ontario, Canada, who writes for A-list internet marketers like Amy Porterfield, Talia Wolf & Ingrid Arna. Tarzan? Yup. She just loved the name and got hers legally changed to it. This isn’t your everyday woman!
DJ Khaled is among the world’s richest hip-hop artists. He knows how to influence public opinion.
In his early days, long before he was collecting Bugattis by the dozen and hanging with Justin Bieber, he put $30,000 into a flashy BMW, purely as a publicity stunt.
So what if he could barely scrape together the monthly payments? His future depended on public perception.
People believe what they see. Hip-hoppers have always known this.
For my first 3 years in business, I didn’t run my practice like a hip-hop star. I ran it like a broke freelancer.
I took sales calls in my mom’s kitchen. Wherever possible I avoided making video calls—which are common and expected in my world (i.e., direct-response copywriting). Rather than investing in software to help me send beautiful proposals, I sent flimsy email quotes. My cringe-worthy invoices were created in Microsoft Word.
The message that threaded all of my marketing together could be summed up as “Hire me! I’m cheap.”
Freelancers often forget that the sales conversation happens w-a-y before the actual call.
It starts with the first visit to your website. That first email. That first video call. Your proposal. If you struggle to convert prospects into high-ticket clients, there’s a good chance your entire sales process is sending the wrong message.
But it’s an easy fix. And doesn’t require putting $30K down on a BMW X5. It starts with showing up like a pro. A video sales call is your chance to do just that.
“But, I don’t want to get on video!”
I know, you want to hide in your jammies and send quotes by email. I get it. Talking about money is scary. Looking someone in the eye and asking for $10,000 (or whatever your scary-high fee would be) is uncomfortable if you’ve never done it before.
Money brings up all of our deepest fears and insecurities. Which is good! It brings to light what’s been long buried. Old childhood wounds. Painful money memories. None of which lead to pricing decisions that serve your bottom line.
Too many freelancers let their own money dramas run the show, without even realizing it. The good news? Once you’re aware of how you’re coming across, you can change it.
A few ways to actively start showing potential leads your better side:
1) Consider suggesting a video call to prospects, and wear your Sunday best (shower and dress in business casual, even if you’re making straight phone calls; you’ll feel more professional, so you’ll convey professionalism).
2) If making video calls, set up your office to make a beautiful first impression (no cats or dirty laundry; hang certificates on the wall). Perhaps even invest in good lighting that makes you look like a A-player, not like you’re working out of your mom’s basement
3) Invest in software to create professional estimates and invoices.
4) Focus your web site exclusively on copywriting, minus any links to your other scribblings (e.g., poetry, short stories, etc.)
A-list clients want to hire a professional. They want the best, even if they haven’t admitted it openly. They want someone who’s bright and pleasant, who appears trustworthy.
In short, they want a business owner, not a freelancer or a side-hustler.
If you run your business like it’s nothing but a side-hustle, you’ll always be chasing crappy clients that want to pay you $50/hour to deliver them the moon.
Cliché though it may be, the old “fake-it-till-you-make-it” is a freelancer’s best friend.
Pay attention to the messages you’re unconsciously putting out there, because I promise you, that’s the stuff people are really watching for on that fateful first website visit or call.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Budding CA FLCW Strikes While the (LinkedIn) Iron is Hot, Lands Gig!
A helpful reminder of the power and potential of LinkedIn for folks like us, from Berkeley, CA FLCW Jay Rooney. I’m not convinced investing a lot of time in most social media is worth the return for folks like us, WITH the exception of LinkedIn.
LinkedIn is a powerful lead-generation tool that can benefit every FLCW (or any service provider, really). I’m not just talking about the new features they’ve added that let clients post jobs for consultants to bid on (though those are obviously useful). It’s also great for regular old networking.
Let me tell you a story: Recently, I had to deal with a family emergency for a few weeks, which of course took priority over work. One day, when I had a little spare time, I happened to open LinkedIn on my phone and got a notification that a connection commented on another post—which happened to be a call out for copywriters.
Sensing the opportunity, I also commented, introducing myself and offering to send more info. A week later, I was sending him an estimate for a job.
I haven’t been freelancing for long. My website isn’t even up yet! I sent the client a temporary landing page with PDF links to my portfolio pieces and a Word doc with my testimonials. I really wasn’t expecting a response; but I got one. Everything went down so fast— and certainly not in the order I was expecting it to!
This experience, coupled with the fact that almost every working professional is on LinkedIn, made me realize its enormous marketing potential for any freelancer.