VOLUME 16, ISSUE 9 – SEPTEMBER 2017
THIS MONTH’S MENU:
I. APPETIZER: LETTING YOUR LOW-PAYING CLIENTS SLIDE?
My Advice to FLCW: Double Your Rates on Low-Payer. Here’s What Happened…
II. “FIELD” GREENS: WRITE AN EBOOK, BOOST YOUR BUSINESS!
FL FLCW Serves Up the “Why?” of Creating Ebooks to Raise Your Profile
III. MAIN “MEAT” COURSE: GOT CLARITY AROUND YOUR VALUE?
NC FLCW’s Revamped Practice Attracts the Right Clients, Discourages the Rest!
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
MA FLCW Quiets Timid Inner Freelancer, While His Business Side Asks for the Money!
TIP: NY FLCW Shares the Power of Politeness to Boost Your Income
I. APPETIZER: LETTING YOUR LOW-PAYING CLIENTS SLIDE?
My Advice to FLCW: Double Your Rates on Low-Payer. Here’s What Happened…
Got an email from a reader recently, asking me about raising his rates. He wrote:
I have a number of different clients I write articles and blog posts for, and they’re paying a wide range of rates—some $250, some as high as $400, and some as low as $150. I wonder if I should increase rates on these low-payers. One of the lower-paying guys said he still wants posts, as many as possible.
Would it be okay to say something like, “Hey Todd, I know you want me to write more blogs per month. The truth is my rates with other clients have increased significantly compared to our $150 price so I’m spending more time on their work. I’m happy to keep writing your work at $150 without a fixed monthly commitment. Or I could commit to and schedule four a month at $300 per post.”
My response: Do NOT tell him you’d be happy to continue at $150 (would you really be?) but just without a fixed commitment. Rather, say, “I’m charging most of my clients $350-400 per piece, and I know that’s a lot more than you’re used to paying, but I’m doing more and more work for them, because it’s pretty profitable. I’d love to keep working with you, but I really need to raise you to $300.”
I figured that either possible outcome (i.e., the client agrees to the increase, or he walks) was positive—one immediately, the other eventually. If he agrees to the increase, great. If he walks, then you’ve just made more room for higher-paying clients—which could be as simple as doing more work for your existing, higher-paying clients.
A few days ago, I got this note from the copywriter:
Hey Peter, great news. Remember the client we discussed a couple weeks ago? The one paying $150/article? I followed your advice and said I could only continue at $300 an article. Wouldn’t you know it—they agreed. Happy you pushed me to ask! Just goes to show you shouldn’t prejudge what a client can and can’t pay.
Good point. In our minds, we’re thinking, “He’s paying $150. There’s no way he’ll agree to doubling that!” Well, not so, apparently.
And think about this for a second. Why did the client agree so easily to that higher rate? Only one reason: Because he knew that $150 was a bargain for what he was getting, so he was no doubt hoping that the writer wouldn’t come to his senses for a while.
Clearly, it was worth twice that much (or more) to him, so he was no doubt expecting to have that conversation at some point.
Don’t be afraid to raise your rates. They might just say yes, and even if they don’t, you move away from low-paying clients, and make more room for higher-paying ones. On that “keep-your-rates-moving-up” note, let’s eat!
II. “FIELD” GREENS: WRITE AN EBOOK, BOOST YOUR BUSINESS!
FL FLCW Serves Up the “Why?” of Creating Ebooks to Raise Your Profile
Got this great little reminder piece from Austin Fraley, a FLCW in Melbourne, Florida, about the power of an ebook to establish you as a cut above the competition, and land more copywriting work in that specialty.
According to Austin, he is, “a FLCW/Marketing consultant who specializes in increasing the profits of small businesses.” Here’s to increasing the profits of YOUR small business, Austin!
As FLCWs, we know marketing is just as important as copywriting skills. Things like cold calling and networking are musts. Yet, even with a consistent plan for prospecting, it never hurts to have an edge over the competition.
FACT: People pay more attention to those in authority. Say some guy just walks up to you and asks you to move your car. Even if he asks nicely, you’ll probably resist a bit. But, if a police officer makes the same request—and not even nicely—chances are good you’ll do it.
What’s that got to do with marketing for commercial writers like us? Simply this: When we position ourselves as an authority, clients will take us more seriously. And one of the best ways to position yourselves as an authority is to write a book on your specialty.
Moreover, given the wide range of publishing tools and platforms, it’s easier than ever to produce a professional-looking ebook on your own. Let’s say you specialize in writing landing pages for B2C websites. So you write a short ebook titled “Writing B2C Landing Pages that Work” (or similar; I’m sure you could do better!).
Now let’s say there’s a client who’s considering both you and another freelancer. You both have decent samples, come across professionally, and seem to know what you’re doing.
But…wait, look at this. Prominently displayed on your site, the client sees that you’ve written a book; you’re an author. Obviously the person who wrote a book on the subject (or even a similar subject) knows what they’re talking about.
Guess who gets the job? You—because you’re a published author, something clients will naturally associate with authority. Many still hold authors in high regard and view writing as this mysterious occupation that’s only for a few gifted souls.
Obviously we know differently, but that doesn’t change the effect that being an author has on the average client. Needless to say, make sure you’re indeed providing good useful content in your book and do actually know what you’re doing.
So, if you’re looking for a way to turbo-charge your marketing efforts, consider becoming the author of an ebook in your niche. It may just give you that extra boost you’ve been searching for.
III. MAIN “MEAT” COURSE: GOT CLARITY AROUND YOUR VALUE?
NC FLCW’s Revamped Practice Attracts the Right Clients, Discourages the Rest
Got his great piece from Hendersonville, NC FLCW and internal communications strategist J.M. Lacey. As she learned, while being a generalist can certainly work, if you DO, in fact, have a specialty you enjoy and are good at, you’ll be more memorable by focusing on that niche. Thanks, J.M.!
For several years my business focus was all over the place. I could write “anything” and that’s how I marketed my work. I’d focus on one project or subject, but I wasn’t as consistent as I needed to be. People liked my website; I had a few subject areas of focus on the home page, but the question I always heard was: “What DO you do?”
This was especially true for friends not in marketing: No matter how many ways I explained it, they’d simply nod and ask me another time: “So, what is it you DO?”
A major hurdle I had to overcome was just that: What do I DO? And for whom?
I re-examined my clients. I reviewed my work. Then I asked myself:
- What do I LIKE to do?
- What gives me satisfaction?
- What projects do I enjoy?
- Who are the clients I prefer to serve?
- What are the challenges and needs I want to solve?
Once I had the answers to those questions, I could move forward. At first I was concerned that picking just one area of focus would mean I couldn’t do other things I enjoyed, but I overcame that quickly.
My niche gets me in the door, and accomplishes things others in my field can’t do as effectively. And, yes, I have done other projects for my clients because of that area of focus.
My main marketing tool is my website. The site isn’t about me; it’s about what I can do for my audience. My clients need to feel at home when they visit my site. I want them to realize their search ends with me. My site doesn’t look like everyone else’s in my field because I’m not trying to attract colleagues—I’m attracting my clientele.
My site, blog, newsletter and Facebook page also showcase my style. My work is not only professional, but classy. Not every client wants classy. They might prefer crass and snarky, which is not what I want to do.
My site is purposely corporate because I don’t partner with small businesses. My website, marketing and my work all lure in the right clients, and weed out the ones I would turn down anyway.
Since my work is about strengthening relationships, LinkedIn is an appropriate marketing tool for my needs. When I make connections, I offer something of value to them. When I post articles and updates, it’s about helping other people.
I’m not after quantity (i.e., how many connections I have or how many “likes” to posts I receive); it’s about showing others that I offer something useful to them. This approach is slow, but it’s more effective in the long run.
Because most of the assignments I do for clients are confidential, I use my blog to showcase my abilities as a writer. It was also imperative to make sure my blog’s subject matter addressed clients’ needs. It is essential to show prospects that I know my subject well and that I’m the right person to help them with their challenges.
Marketing is a continual process. But it has to be done to show prospects and clients who you are, what you can do, and why you’re right for them. Stay in front of the right people because you don’t know when you’ll see your ROI.
Now, when friends and others ask what I do, I can clearly and confidently say: “I help managers and employees get along.” Their response: “Cool. Everyone needs that.”
Defining what I do and for whom, was a good start. Marketing it is work.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
MA FLCW Quiets Timid Inner Freelancer, While His Business Side Asks for the Money!
TIP: NY FLCW Shares the Power of Politeness to Boost Your Income
Got this great success story of sorts (i.e., success in overcoming one’s own inner nay-sayer!) from Lynnfield, MA FLCW Tom Condardo, about treating this business LIKE a business. Good clients (i.e., ones who value—and will pay well for—folks like us), expect to pay deposits. We’re the only ones occasionally unsure of that fact of business life…
After that, a great little tip from David Rodeck, a Brooklyn, NY-based marketing writer for the financial services industry.
Never forget, we’re in business.
I’m convinced that embedded deep in the DNA of all freelancer copywriters is the “What-if-I-lose the-job?” gene. I know I still have it and I’ve been doing this for over four years making a good living—more than six figures. The key is not letting that feeling in the pit of your stomach prevent you from treating your business like a business.
Quick recent story to illustrate…
A VP of Marketing I’d done some work for several years ago contacted me out of the blue asking for my availability for some projects. Turned out to be a series of blog posts and ezine articles that amounted to over $5K worth of work. On my one-page proposal, I noted I would need a 50% deposit.
Now here’s the tricky part. The work I did for her previously was through an agency, one I haven’t worked with for several years and with whom I did not have a non-compete agreement. So although I did do work for this client, and she was obviously happy with it, she never actually ever paid me; the agency did.
She approved the quote and I prepared an invoice for half and was ready to send it out. But I hesitated…
The “fraidy cat” on my left shoulder wanted me to say something like “Since we did business before, I won’t require the deposit up front to start but if you could expedite, I’d appreciate it.” The “businessman with the eye shade” on my right shoulder urged something like “Thanks for the business. As soon as I receive the deposit, I’ll get started.”
I went with “the businessman” and decided if she balked, I could always back off on the demand. I hit “Send” and cautiously awaited her response.
Within two hours I had my reply: “Thanks Tom, do you want a check or an ACH transfer?”
Here’s the point (one which Peter makes over and over): We’re in business so let’s act like business people. Don’t let that “fear gene” stop you from doing what you should be doing to manage your business appropriately.
As a native Canadian, I’m a pretty polite guy. When I speak with my clients, I’m always saying “please,” “thank you,” and “sorry to bother you.” After all, being nice doesn’t cost anything and it seems like the smart move when someone’s paying you, right?
I bring this up because I had an interesting exchange with a client on manners. I asked her to extend a deadline and she said, “Of course. You’re always so polite, we’re happy to help you out if we can.”
This got me thinking. Are other writers not polite with their clients? I asked her whether some of her other writers were less than courteous. She said there was only one who was rude. After receiving edit requests, he snapped back saying competent editors would’ve handled the work for him. As you can imagine, he got bounced right away.
She said everyone else has been polite, and she always gives second and third chances for mistakes. However, she pointed out a much more common—and just as frustrating—bad habit.
Sometimes, writers will politely acknowledge her feedback but then never actually make corrections or adjust for future assignments. These writers get some extra shots but if they don’t eventually improve, they get dismissed as well.
So that’s the power of politeness (and doing as you’ve been asked!) for your writing business. It’s an easy, cost-free way to get second chances, but it’s not enough to replace being a quality writer. Sorry to bother you and thanks for reading, eh! 😉
PB Note: Good stuff. I know for a fact I’ve gotten hired again and again by clients because I’m polite, easy to get along with and fun to work with. Yes, there’s a fine line between being polite and being a doormat, so be nice, but as Tom Condardo shared earlier, be a businessperson.