VOLUME 17, ISSUE 11 – NOVEMBER 2018
THIS MONTH’S MENU:
I. APPETIZER: SUCCESS IS SIMULTANEOUSY SO SIMPLE & SO DIFFICULT
Tele-Class Unwittingly Reveals that Secret Formulas Are the Easy Part of Success
II. “FIELD” GREENS: WHY FLCWS GET PAID BETTER…
Yours Truly “Shepherds” Scattered Client, Earns Trust & a Healthy Fee
III. MAIN “MEAT” COURSE: WILLING TO DO THIS TO SUCCEED?
Aspiring IL FLCW Gets (Non-Writing) Foot in Door, Builds Lucrative Writing Niche!
IV. DESSERT: COMBO SUCCESS STORY & TIP!
KC FLCW Exhibits Annually at Local Business Expos, Regularly Lands Work!
I. APPETIZER: SUCCESS IS SIMULTANEOUSY SO SIMPLE & SO DIFFICULT
Tele-Class Unwittingly Reveals that Secret Formulas Are the Easy Part of Success
So, a few weeks back, I got an email about a free LinkedIn teleclass by these rock-star marketers who made the usual promises of more and better clients who pay you big sums of money. Not having done much with LI, I figured it’d be a good boot in the butt.
It was a freebie “teaser” for a bigger, pricey, follow-up program. Nothing wrong with that, IF the freebie serves up some decent value. Sadly, it was the typical deal: Keep talking about what you’re going to talk about, but take forever to actually get around to that “golden” information.
The host, this young, hyper-excited type, kept asking for affirmative feedback from attendees to probing questions along the lines of, “So, who wants to make a lot more money?!” Guess all those “Ys” that kept streaming back in response kept him stoked.
He must have said, “Okay, let’s dive in!” about eight times, though, after the first seven, he still hadn’t, in fact, dove in, but kept dancing around things. And while the ultimate message was underwhelming, it was good news precisely because it was underwhelming.
The initial formula they shared was: Connect, Message, Monetize.
Connect with those who you’ve determined fit your ideal client profile— say, marketing directors for manufacturing firms. Given one’s ability to search LI by job title, geographic area, industry, and more, you can easily build a list of ideal prospects.
Then, message them with a simple note:
Hi _________________.
It’s an honor connecting with you.
Have you time this week for a quick word?
Cheers, ________
That’s it. And then, a really good piece of advice: Once they connect, get off LinkedIn ASAP, and go to email or phone (clicking “Contact Info” on any LI connection’s profile will yield that info).
The “Monetize” thing, of course, is the tricky part. If they’re to be believed, they’ve had serious success with this formula. I didn’t focus on duplicating their success, given that these guys came with a big reputation and a lot to offer to those they reach out to.
So, don’t expect identical results, but their methodology is sound. Point being, the nitty-gritty of marketing just isn’t rocket science. It’s often pretty darn simple.
The far tougher part is starting the process and doing it consistently. That’s where it breaks down for most people. But, start and keep at it, and you WILL get results. On that “keep-it-simple” note, let’s eat!
II. “FIELD” GREENS: WHY FLCWS GET PAID BETTER…
Yours Truly “Shepherds” Scattered Client, Earns Trust & a Healthy Fee
Earlier this year, I was referred to an interesting project with a non-profit client—a client I quickly realized was scattered and flailing.
As such, I got micro with my questions, drilled down to exactly what they wanted, how they wanted me to use the source material they provided, how they envisioned the final product, any other tasks they wanted me to handle along the way, and more.
Many clients who are scattered yearn—and no, I don’t believe that’s too strong a word—for someone to give them some guidance (especially true in the non-profit realm, largely peopled by non-business types).
And it’s the ability to take ownership of a project that entitles us to earn higher fees than simple “yes-writers” would.
So, over the course of two phone calls to understand the parameters of the project, and through the clarifying and quantifying questions I asked, they clearly understood they were dealing with a professional who knew what he was doing. They knew they were in good hands.
And what does all that lead to?
When, at the end of the second call, the client asked for a ballpark figure on my fee, I gave him a number. I’d already given it a lot of thought, and call #2 allowed me to fine-tune the price, so I felt comfortable (and yes, I included a bit extra in my quote, given their disorganized state).
Given all the groundwork I’d laid on the calls, my healthy quote was not met with shock and dismay. Certainly, he’d have preferred a lower number, but he was perfectly okay with it.
They’d clearly shifted their thinking from “inexpensive freelance writer who’ll do as we ask (assuming we can figure out what that is)” to “well- compensated consultant who, given minimum input and maximum listening, can guide us to exactly the outcome we need.”
In the end, the project went smoothly (i.e., they understood what I was delivering to them, and I delivered it). After receiving my first draft, their requested edits were few and minor. Not an unlikely outcome, given my upfront “buttoning-up.”
While getting clear and specific is imperative with disheveled clients, it’s not a bad idea with ANY client. Clarity when starting any project is a beautiful thing.
III. MAIN “MEAT” COURSE: WILLING TO DO THIS TO SUCCEED?
Aspiring IL FLCW Gets (Non-Writing) Foot in Door, Builds Lucrative Writing Niche!
I just love this wonderfully inspirational success story from Chatsworth, IL FLCW Lisa Aberle. While I wouldn’t necessarily counsel aspiring copywriters to start out doing something that has nothing to do with writing, Lisa clearly was “keeping her eyes on the prize,” and just look where it’s taken her!
Great stuff, Lisa! And with some solid lessons:
- Don’t be afraid to start smallwith a company. Prove yourself, and small can lead to bigger. Also…
- Be a “can-do” writer:If someone asks if you can do something, say yes. If they call in a bind, say yes (unless it’s SO foreign to you that you’re likely to embarrass yourself and upset them).
I had been desperately looking for freelance commercial writing jobs. I joined job boards, applied for anything I saw online, and even though I had experience writing blog content for a fairly well-known blog, all I heard was crickets.
Where could I find work? Who’d give me a chance?
One morning, I saw an opportunity with a company I’d admired for a long time. Only, the job wasn’t writing. It was for customer service, an area in which I had no experience. I decided to apply anyway, got an interview, but didn’t get the job.
A few weeks later, however, I got a desperate call from the CEO of the company: a series of emergencies had left the company without their entire customer service team—and just before the biggest product launch of the year. Could I fill in for a few days?
Sure, I said. I did the job, but I wasn’t ready to let the opportunity go. I emailed the CEO again and offered myself up for a five-hour/week summer internship position. I’d do whatever they needed me to do.
They gave me research and administrative tasks. Not my favorite thing, but I did my best. At the end of the summer, the CEO offered me a job. With a small company, he didn’t have a well-defined role for me, so I did customer service first.
Then I moved into writing the weekly newsletters, and now I help write some of the sales pages and email copy. This opportunity has led to more opportunities. With my new experience, I’m confident I can find more clients.
All because I said yes to customer service!
Update from Lisa: I am totally LOVING my newfound niche of writing marketing emails—from strategizing the campaign and writing them, to sending them and then analyzing email stats.
I’m doing a LOT more of them in my current job, AND picking up even more work through connections I’ve made with online entrepreneurs. I’m delighted to finally be making a full-time income from writing!
IV. DESSERT: COMBO SUCCESS STORY & TIP!
KC FLCW Exhibits Annually at Local Business Expos, Regularly Lands Work!
A great combo tip/success story from Kansas City FLCW Jim Meadows, about his continuing success at several annual KC business events. Jim was one of my early readers, starting in 2001, and his great story of building the business part-time made it into both editions of TWFW.
Thought you’d enjoy seeing one of your “grasshoppers” growing in his domain…
Every year I participate as an exhibitor in the annual showcase event with The Freelance Exchange of Kansas City. I also pay for a sponsorship to obtain further visibility and name recognition throughout the community, both locally and online. I have been a member of this organization since it began over 15 years ago.
This year I was asked to serve as one of the panelists on the hour-long segment that is geared to the attending companies and professionals (all prospective clients to the freelancers).
The moderator engages the panel and the audience in the how-to’s of working with freelance talent, after which we close with a pretty meaty Q&A. It’s always extremely interesting, fun, and very helpful to the attending companies and professionals.
As an exhibitor, you definitely tend to pick up business, and I pick up many leads each year as well. Sometimes the actual client business is immediate, but most of the time it is a relationship-building sort of thing, and over time a prospect becomes a client.
Related to this… A few years ago, I become aware of and joined the Kansas City Chapter of the Asian-American Chamber of Commerce. That organization has an annual showcase, too. I have been exhibiting there each year as well, and I’ve picked up a lot of business and made a lot of great new relationships.