VOLUME 23, ISSUE 11 – NOVEMBER 2024
THIS MONTH’S MENU:
I. THE RIGHT WAY TO START A CLIENT CONVO
Small-Biz Writing Coach: Convey “PEER,” not Peon
II. SELLING CLIENTS ON “COPYWRITERS”
Veteran Scribe Shares “Ultimate FAQ Guide to Copywriters”
III. BOOK REVIEW: STOLEN FOCUS
A Reminder of the Link Between Attention and Productivity
I. THE RIGHT WAY TO START A CLIENT CONVO
Small-Biz Writing Coach: Convey “PEER,” not Peon
Sometimes it only takes a tiny change in words to shift from a subservient position in relation to a client, to one of parity.
This gem from Ed Gandia, friend, colleague, small-business writing coach, and regular contributor to the E-PUB.
How to Open a Conversation with a Prospect or Client
“Thanks for your time this morning.”
That sounds like the professional thing to say, right? In fact, I used that line for years. Then, I realized it sends the wrong message to the prospect AND to me.
Thanking a prospect for their time says that what you have to offer is not very valuable: You feel “lucky” that they’re taking valuable time out of their day to meet with you.
Here’s a better way to express gratitude at that moment:
“I appreciate the opportunity to meet with you today.”
Or if it’s a phone call, say, “I appreciate the opportunity to talk with you today.”
When you make this minor shift, you position yourself as a peer—an equal. You’re quietly communicating to your prospect that you’re a professional. You value your time just as much as she does.
And the prospect is not doing you a favor by meeting with you.
She has a need to fill. You have a skill that (probably) matches that need. You’re on equal ground. And if she hires you, you’ll be exchanging value for value.
It’s not charity. You’re not “lucky.” It’s a potential transaction where equal value will be exchanged.
Anyway, give this a try. Use that greeting word for word.
And mean it when you say it to a prospect! 😉
II. SELLING CLIENTS ON “COPYWRITERS”
Veteran Scribe Shares “Ultimate FAQ Guide to Copywriters”
I’m a big fan of Atlanta FLCW (and occasional E-PUB contributor)
Tom Tortorici. I love how he thinks and writes.
He recently shared with me his Ultimate FAQ Guide to Copywriters, a PDF designed ostensibly for copywriting clients who are perhaps unfamiliar with the ins and outs of selecting and working with copywriters. He wrote:
“Companies often grasp the value and purpose of professional web designers, while the role of web writers isn’t so clear.
“So let me try to clarify things, in case you ever run into a brand struggling with what to say about itself.
“Actually, that’s part of the problem – their inward-focused approach may appeal to the ‘sales’ sensibilities of company insiders more than buyers with their own challenges and considerations.”
The piece effectively lays out the whole value proposition that professional copywriters deliver. And, Tom is fine with writers finding gems here that they can add (in their own words) to their websites and marketing materials.
So, use it to inspire your own unique wordsmithing. Thanks, Tom!
III. BOOK REVIEW: STOLEN FOCUS
A Reminder of the Link Between Attention and Productivity
I just read a fascinating book: Stolen Focus: Why You Can’t Pay Attention–and How to Think Deeply Again, by Johann Hari.
The author, not surprisingly, indicts our social-media- and device-centric world for the alarming and precipitous drop in human attention span over the last several decades.
As noted in other books like Digital Minimalism by Cal Newport, he asserts that social media’s constant distractions and interruptions (a feature, not a bug), coupled with our compulsion to respond to every ping, has shredded our ability to concentrate and be productive.
Needless to say, it’s a subject near and dear to every writer’s heart.
Also discussed is the myth of multitasking. Research shows “multitaskers” actually just switch between tasks, and each jump requires time, not only to reacquaint oneself with the task at hand, but also to reach one’s previous level of focus before the distraction.
The upshot? You accomplish far less in far more time than had you been able to focus on one task at a time.
Loved his discussion of the exceptionally high value of a wandering mind. Our culture tells us that daydreaming is a waste.
Yet, research clearly shows that taking a “recess” from focusing on a particular task can yield big dividends that support your focused exercises.
And every experienced writer knows this in their bones.
While the book gets more scattered later, the first half offers a readable, provocative and highly insightful prescription for enhancing your professional productivity and personal well-being. Highly recommended.