Business of Freelancing

The Rare Deb Ng Rant–And a Yet Another Reason to Move Beyond SEO Article Work

February 28, 2007, by 4 comments

Deb Ng seems like a level headed sort. So when she starts ranting, I pay attention.

And while it sounds a little callous, I’m happy to see her casting off her SEO work:

I’m done. I’m keyworded out. I understand the basics of SEO, but honestly, can we think things through before throwing them out for assignment? I’m burned out. I don’t want to count any more phrases or have to worry about density. Get it? I’m done.

I’ll say it one more time: if you’re writing low-dollar SEO work for a living, you’re asking for trouble.

It’s a terrible primary market for a copywriter. Hell, I even wrote a whole post explaining how an SEO writer could break into far more lucrative markets.

What to do instead of SEO work? Find clients you want to work for and pitch them white papers, case studies, Web sites, blogs–it hardly matters what.

All those projects pay better than SEO articles.

They also help build your portfolio–and a sustainable copywriting business.

Believe me, write one SEO article after another for a couple years, and you’ll know the true meaning of the word “burnout.”

It’s clear that Deb has other irons in the fire, and given her energy, I’m sure she already has something interesting in the works.

Good for you, Deb. You–like most SEO writers–deserve better.

[tags]seo writer, seo article, copywriter, copywriting, writer[/tags]

Tired of Low-Paid SEO Work? Break Into Lucrative Markets With This Six-Point Plan

February 20, 2007, by 18 comments

Professional writers have never had more choices.

The amount of available freelance work is staggering.

Unfortunately, too much of it is of the low-paying, “SEO article” variety, where the finished product isn’t an “article” as much as fodder for search engines.

If you’re working at this level, but want more, then here’s an idea: why not divert time spent writing low-budget articles into building a sustainable, well-paid copywriting business?

Interested? Here’s my six point plan to help you get started:

1. Craft a Web Presence

It’s the 21st century. Today’s copywriter needs a presence on the Web.

The good news? A Web site is cheap, and let’s face it: writers and the Internet were made for each other.

So reserve a domain. Build something on top of it. And while you’re doing it, consider building a blog-centric site. For a writer, it’s a natural.

Most blogs even support “static” pages, so you could build your whole Web site atop blog software.

Finally, don’t limit your Web presence to your own site. Get out, take a walk around the Internet, and leave a few traces behind.

If a client Googled you right now, what would they find?

2. Make it Your Business

Writing is a lifestyle for some, a passion for others. But freelance writing is a business.

Which means you need to act like a businessperson.

Maybe it’s the little stuff. Like spellchecking your e-mails.

Or developing a set of electronic forms so your estimates, proposals, queries, copy forms and invoices look professional. (And yes – it’s time to change the “singing squirrels” answering machine message.)

Your clients need to know they can count on you. They need to know you’re a pro.

And they need to know you’re worth what you’re charging.

3. Develop a Thick Skin

I don’t want to belabor this point. But a healthy perspective on your work is required, especially if longevity as a writer is your goal. Otherwise, you’ll end up eating Prozac by the handful.

There are times when you’ll get it wrong, a business client will shred your copy, and they’ll be absolutely right.

And there are times when they hand your copy to the summer intern, and what results is criminal.

It’s a shame when it happens. But it’s not cause to question the client’s parentage (well, maybe in private).

Remember; you’re a hired gun and the client has a right to be happy with the final product. Do the best you can, offer your expertise to the client, but don’t make it personal.

4. Learn. Then Learn More.

The successful copywriter’s biggest asset isn’t his ability cleverly order words. It’s curiosity.

Becoming a copywriter means embarking on a lifelong “Learningpalooza.” Every client, every product and every audience demand your attention and curiosity.

Learning about customers and their markets is essential, and so is learning about copywriting.

For example, Brian Clark’s Copyblogger “Copywriting 101″ series of posts are a must read.

Michel Fortin’s blog offers a lot of resources, though his “Three Tips For Getting Copywriting Work” post is an excellent starting point.

He also just posted a list of copywriter’s courses (he’s a coach himself), which could hack away the steepest part of the learning curve.

An excellent counterpoint to the online sources is a classic book: Ogilvy on Advertising. Formulaic perhaps, but an interesting glimpse at advertising.

Finally, I hear good things about Peter Bowerman’s The Well-Fed Writer, but haven’t read it myself.

5. Make a Plan.

You’ve built an Internet presence, developed the proper attitude, and want the business.

How do you get it?

You craft a marketing plan.

The goal is to avoid flailing about wildly, or handing out business cards and wondering why nobody calls. Nobody will.

Instead, pick markets, locate potential customers, and pitch them. In one sense, it’s similar to pitching articles to editors (except the money’s better).

Here’s a Simple, Low-Cost Plan

Calling a prospect and blurting out “I’m a writer, got anything you need written?” is a non-starter.

Instead, survey the Web sites of the businesses in that space. Most will have holes. No white papers, case studies, customer success stories… you get the picture.

Identify a short list of the companies you want to work for, and attack them. How?

  • Call the company and explain you want to mail something to the Marketing Director. They might give you a name. It works surprisingly often.
  • Create a list of names and addresses, and send them a carefully written sales letter (or better yet, go with the lumpy mailer tactic I describe here).
  • Outline the benefits of working with a professional copywriter, and tell them you’ll be getting in touch within a week
  • Call them (here’s where the lumpy mailer pays off: they’ll remember you).
  • Don’t wander. You’ve only got a few seconds to convince them you add value to their business, so consider writing a script like: “I noticed you’re in a competitive market, but your Web site doesn’t contain any stories detailing the successes of your customers. Research shows these are powerful selling and credibility tools – and I can help plug that hole for you right now.”
    • Offer to send a proposal.

    This is clearly “old school” stuff, but still works as well as it used to. Even if a client isn’t looking for a case study, they might have other needs.

    Newer copywriters should also contact nearby public relations and design firms. In my experience, both are good sources of work, and many are willing to take a chance on a new writer.

    I’ve used pay-per-click ads at times, but that’s not targeted. Your goal is to make something happen.

    Of course, it’s never a bad idea to plow through Craigslist or the job sites (Freelance Writing Jobs, Golden Pencil or the Writer’s Resource Center), but don’t let them distract you from your plan.

    6. Execute!

    You’ve built a site, developed your professional identity, and made a plan. What’s left?

    Do it!

    [tags]freelance copywriter, copywriter, copywriting, business writer, business writing, freelancer[/tags]

    Educating Clients: A Freelance Designer's Perspective and An Old/New Idea From The Underground

    February 7, 2007, by 7 comments

    Freelance designers are interesting people. I’ve worked with plenty – enough to know that when you find one who “gets it,” you hold on tight.
    Sadly, if they really do “get it,” they’ve got a bullseye on their back for the next smart design firm that’s hiring.

    Still, they face the same client issues freelance writers do. That’s why this this little gem from the WishingLine Design Studio’s “notebook” (which sounds better than “blog”) caught my eye.

    Found via the Designers Who Blog site, this post deals with client relationships – and how to make the most of them:

    Design is this big unknown to people. They can usually recognize it or point out things that have been “designed”, but ask them to describe the process of getting from an idea to a final product and many wouldn’t have the first idea where to start.

    It’s our responsibility to educate clients so that our working relationships are easier and the work more enjoyable — whether it be setting reasonable expectations, clarifying deliverables, ensuring clients understand that we can only do so much without requiring input from them, and making sure that they understand what they’re paying for and why it’s important.

    I’d love to assume the stance of an all-knowing, veteran writer on this one, preaching the doctrine of client education, but in truth, it’s an area where I could use some improvement.

    The Dreaded Assumption

    The problem, of course, is that I get caught in a rut, making convenient assumptions about my clients’ knowledge level.

    That’s reasonable with long-term clients, but not newbies.

    A lot of new clients ask few questions and seem pretty knowledgeable. Which is no reason to assume they’re on top of the process. They’re probably not.

    My Old/New Solution

    Years ago (before desktop publishing), I created a one-page fact sheet (complete with racy diagram) of the print production process.

    For years I faxed it to new clients, and it was so effective that I failed to create a new one when the technology changed. (Can someone explain why I do things like that?)

    Today, I decided a couple contemporary fact sheets might be in order: one for Web site development, one for messaging foundation development, one for simple copywriting… you get the picture.

    Is anyone else doing this now (or in the past)? Are you going to start?

    [tags]freelance, freelancer, freelancing, clients, copywriting[/tags]

    How to Negotiate Copywriting Fees Without Turning Into an Asshole: A Nine Step Short Course

    February 1, 2007, by 22 comments

    Most clients accept a copywriter’s proposals without problem, but a few clients want to negotiate.

    When I was starting out, some clients – knowing I was new – negotiated hard, and got me cheap. Others negotiated more work than they paid for.

    Most distressing was the fact that I didn’t know what was happening.

    I was losing the negotiation battle.

    Negotiation

    Finally, I picked the brains of a top salesperson. What he taught me was invaluable.

    #1 Confidence is Critical

    Confidence was a big part of the problem. I didn’t believe I was worth what I charged (I now realize I was worth a lot more).

    And after getting creamed in a couple negotiations, I thought the best tactic was to become a bigger asshole.

    Wrong.

    It only created hard feelings, netting me nothing.

    My problem was my lack of negotiating skills. I gave up far more than I had to, and often made matters worse by trying to “fix” things which were the client’s problem, not mine.

    Believe in your worth.

    #2 Don’t Take Negotiations Personally

    A negotiation is not a measure of your worth as a human being – or a fight to the death.

    Instead, it’s simply a part of the business process. We negotiate every day, and it’s not a personal slight – just an attempt to meet everyone’s needs.

    Remember that next time your blood pressure’s rising. Don’t be a jerk, and keep it civil even if the other side won’t.

    #3 Avoid Negotiating When Possible

    You just handed a client a proposal, and there’s a moment’s silence. They might even make a physical show of distress (it’s a technique called “the Wince”).

    Do not immediately dive in to “fix” the problem. In some cases, a savvy buyer is testing to see if you’ll do something foolish. Don’t.

    Still, perhaps your proposal isn’t quite on the money (the scope of work is wrong, the project’s changed, etc). Or maybe you’ve come across a true asshole – the person who isn’t happy until you lose and he wins.

    Congratulations. You’re in a negotiation.

    #4 Make Them Go First

    Your first task? Don’t start the process. Make them go first.

    It’s up to both parties to make this work, and if they have your estimate, proposal or verbal quote on their desk, then you’ve given them a concrete starting point.

    If you retreat without even hearing their solution, then you’ve made a concession and gotten nothing in return – which just happens to be point #5.

    #5 Never Give Up Anything Without Getting Something

    One of the cardinal rules of negotiating is this: never give up anything without getting something in return.

    In other words, don’t lower your price, tighten deadlines, or agree to do more work unless the other side moves too.

    For example, a common freelancer’s mistake is to accept burdensome deadlines without getting anything in return.

    You might do this for good, repeat clients, but be aware of it – and try to negotiate something in return when possible (smaller project, streamlined review, etc).

    #6 Don’t Fall for Common Negotiating Ploys

    Craig warned me about some of the tactics used by negotiators. I already mentioned “the wince.”

    Another is called the “hot potato” – where your opponent keeps lobbing the hot potato back into your lap. He’s trying to force concessions from you with making any himself. Don’t fall for it.

    Also recognize the dangers of “the higher power.” A staple at car dealerships, it’s where you negotiate with someone, reach an agreement, and he then tells you it’s all subject to his manager’s approval.

    This opens the door for more negotiation. Avoid it. Why negotiate with someone who can’t say “yes” – only no?

    There are many tactics, and means for countering them. But they’re a bit beyond the scope of this basic post. And in truth, most aren’t that effective if you know the key principles I outlined above.

    Still, for those interested, I included links to some popular books below. Those will help.

    #7 Know Your Goal

    The ultimate goal of any negotiation isn’t to kill your opponent, leaving his mashed body on the conference room floor.

    The goal is to arrive at a place where everybody’s happy, and sometimes that simply requires a little fine tuning. If you are locked in a negotiation, recognize what you will and won’t do to get the job.

    That means you might be willing to accept a tighter deadline, but you’re not going to double your word count for a 15% fee increase.

    #8 Don’t Be Rushed

    A common tactic is to rush you into a decision. Delivering a snap quote over the phone – when the scope of a project isn’t even clear – is a bad idea.

    Take the time you need to clarify the scope of work, deadlines, and the deliverables before starting a negotiation.

    Never forget the client needs something from you, so don’t panic when an imaginary deadline appears.

    Recently, a small town near my northern California home fell prey to a large corporation. The company threatened to break off negotiations on a water bottling plant unless their proposal was accepted in just a few days.

    The council buckled immediately – and agreed to a horrifying deal. They clearly they had the one thing the company wanted (clean water), but got stampeded.

    Don’t let that happen to you.

    #9 End the Negotiation Quickly

    Don’t negotiate endlessly. In fact, you’re always trying to close the deal, and your negotiating stance must reflect that.

    For example, your client’s budget doesn’t equal your fee, but he’s willing to make concessions. You’re happy – so end it now!

    Say something like “if I agree to lower my fee, and you do these things for me, then do we have a deal?”

    Resources

    I was lucky to learn my lessons from a mentor. For those without that kind of help, I’ve heard good things about the three books mentioned below. I lack first-hand knowledge, so I certainly welcome any other recommendations or comments.

    First, my lovely and talented wife – the director of an economic development non-profit – suggests the classic “Getting to Yes: Negotiating Agreement Without Giving In” as a good starting point.

    I’ve also heard good things about Dawson’s Secrets of Power Negotiating, another popular book that’s also available on CD.

    More basic is The Only Negotiating Guide You’ll Ever Need: 101 Ways to Win Every Time in Any Situation, which came recommended via a friend.

    While I don’t think any freelancer needs to invest a lot of time becoming a master negotiator, learning how to negotiate pays dividends throughout your career.

    Yahoo Says Copywriter One of Top Five Professions in 2007. If You Didn't Already Know That, It's Time To Market Differently.

    January 31, 2007, by 20 comments

    Yahoo’s  Hot Jobs for 2007 listing now says that “copywriter” is one of 2007′s hottest professions (which might explain my staggering workload).

    In fact, in a survey by our company, 60 percent of advertising and marketing executives who plan to hire new employees said they’ll be adding copywriters. Due to this increased demand, average starting salaries for senior copywriters will rise 6 percent in 2007 to $63,000 to $92,500 annually. Versatile writers with experience developing content for both print and online projects are especially valued and may earn even greater pay. Copywriters who specialize in a particular industry, such as pharmaceuticals, are in particularly strong demand.

    Please note the next to last sentence: “Versatile writers with experience developing content for both print and online projects…“

    Versatility. It’s a good word, especially as it concerns your career. Online’s cool, but print is still where much of the money lies. The value-added writer does both.

    Do It Now!

    Look, I’m not going to beat around the bush. I’ve been through a lot of boom and bust cycles, and right now, writers are looking at a boom.

    If you’re looking for commercial work but not finding it, you need to change where you’re looking.

    Yes, there is a lot of low-dollar competition, but differentiating yourself (and adding value to your words) makes all the difference. Let the others fight over the underpaid scraps.

    Be smart. Add value. Build a sustainable business. And market that business to the people you want to work for. 

    And realize that you write the story of your own career. Make yourself the hero.

    Keep writing, Tom Chandler.

    [tags][/tags]

    Some Schmuck Expecting You to Write For Next to Nothing? Hand Him This Brilliant "Designers Who Blog" Post.

    January 26, 2007, by 8 comments

    From Designers who Blog comes the story of a now-anonymous article repeatedly copied and reposted on Craigslist – one aimed squarely at those who expect creatives work for free.

    Though focused primarily on illustrators, it should be a mandatory read for any artist selling their work at rates that won’t buy a fast food dinner (and yes, I think $5 for a 400 word “article” qualifies).

    Here’s a small taste:

    In this country, there are almost twice as many neurosurgeons as there are professional illustrators. There are eleven times as many certified mechanics. There are SEVENTY times as many people in the IT field.

    So, given that they are less rare, and therefore less in demand, would it make sense to ask your mechanic to work on your car for free? Would you look him in the eye, with a straight face, and tell him that his compensation would be the ability to have his work shown to others as you drive down the street?

    Would you offer a neurosurgeon the “opportunity” to add your name to his resume as payment for removing that pesky tumor? (Maybe you could offer him “a few bucks” for “materials”. What a deal!)

    You’ll want to read the whole thing at Designers who Blog. And then start building a creative practice that offer the potential for a sustained, reasonable living.

    I’m working on a few posts to help that process along.

    Remember: writing may be a calling, but freelancing’s a business. And no business survives overlong when those running it can’t eat, heat, or pay the bills.

    [tags]illustrator, freelance, writer, writing, copywriting, [/tags]

    Work Goes Batshit. Chandler Follows Suit. But What Comes After?

    January 17, 2007, by 5 comments

    It’s been a good start to the year. Maybe a little too good. Clients new and old are surfacing (or resurfacing) by the gross, and conference calls are lined up all week long.

    I’m writing like the wind. I’m trying to keep it all straight in my head. And I’m going batshit.

    I’m not the only one. Carson of Content done Better said:

    All freelancers want to stay busy and profitable, fearing the droughts and dancing for a rain of jobs. When the deluge hits, however, we often find ourselves secretly craving afternoons when aimlessly ambling around the net passes for work.

    That passage about covers it (except I aimlessly amble around rivers and lakes instead of the Internet).

    Work is good. A lot of work is gratifying. But too much leads to The Dreaded Boom & Bust Cycle – the one where you’re too busy to market, then find yourself on the far side of the glut, no marketing in place, staring at a checkless future.

    Beating Boom & Bust

    I counsel a lot of small businesses. I tell them marketing is a process, not a project. It’s rare to solve your marketing problems with a single ad, campaign or direct mailer.

    You need to regularly acquire customers – and you need to market to your customer list to maximize their value. Both require regular, ongoing marketing efforts.

    Unfortunately, those are precisely the efforts that are so difficult for any self-employed person – who has a limited amount of time – to maintain.

    Hence, Boom & Bust.

    You can beat it today. Not by “doing something” once, but by deciding on a regular process that becomes a part of your routine.

    Grasshopper and the Ant

    I’m reminded of a couple writers who went freelance during the dot.com boom. They wondered out loud why they hadn’t done it before. “This is so easy” they said.

    And for a short time, it was.

    Clients of startups would pay almost anything – if you could get their Web site written by the end of the week. Ad agencies – who normally sought clients like hyenas seek roadkill – were interviewing clients for acceptability.

    Crazy stuff. You didn’t need a marketing process. Then dot.com went dot.bomb.

    Those who didn’t have a process in place suffered. One of the two writers I mentioned above produced a print newsletter, and kept acquiring clients.

    The other didn’t, figuring it would always be this way. It wasn’t. One day the easy clients dried up – as did his cash flow.

    The point of all this?

    Things are pretty good right now. The need for content is exploding. But will they always be this way?

    And if they aren’t, do you have a process in place now that’s generating business for the future? Something like my Friday Fifteen Minutes Pitch Post? Or a blog? Or?

    I’d love to hear what’s worked for others during the slow times. I’ve never done a newsletter, but see them everywhere. Obviously, they work. What else?
    [tags]copy, copywriter, writing, writer, marketing, freelance, newsletter[/tags]

    Another Friday Fifteen Minute Pitch Post

    December 28, 2006, by 2 comments

    In my first Fifteen Minute Pitch post, I decided to invest fifteen minutes each Friday devising new projects I could pitch to existing clients.

    It’s the fastest way for a freelance writer to grow their revenues.

    This week, I’m cheating a little.

    I’ve already won approval to begin a new project for a new client – one I’ve been subtly chasing for a while.

    The project? Researching blogs in two market categories.

    I’m using online resources to locate the Top 20 blogs in two categories, and delivering that information (along with relevant e-mail addresses, etc) to the client.

    Simple. And not a big project. But my first for a potentially good client.

    And once I’ve done it, I can do it for other clients too.

    If you’re a freelance copywriter, chances are you do a lot of online research.

    Your clients would likely find those skills valuable – if only they knew you had them. Or were aware of the business benefits of online research (competitive or otherwise).

    So take fifteen minutes. And think about pitching something new to your “old” clients.

    In the interest of sharing, why not post your idea here? If even a half-dozen people post one idea every Friday, we’d all profit.

    Keep writing, Tom Chandler.

    [tags]copy, copywriter, freelance copywriter[/tags]

    This Week's "Fifteen Minute Friday" Pitch Post: The Case Study Short Course

    December 15, 2006, by No comments yet

    My intention for Fifteen Minute Friday is simple: it’s a tool which forces me to invest a few minutes each week looking for new opportunities with existing clients.

    I’d find ideas during the week, make a note, and then invest fifteen minutes of my Friday pitching them to clients.

    This week, I’m way ahead of the game.

    Success! (Stories)

    Almost every company with clients and a Web site should be publishing Customer Success Stories. Some call these case studies, but whatever the name, they’re powerful sales tools.

    They detail the successful use of a client’s product or service by a customer, and provide “real world” credibility to any product or service.

    A case study can take many forms, but the format I pitched to a relatively new client (I’m writing their Web site and developing a Messaging Platform) was short – more ad than white paper.

    I also write long customer stories, but feel this punchy version works well on today’s Web sites. You can see a series of short customer stories (pdf) I wrote many years ago for a wonderful client (who was sadly acquired).

    The Case Study Short Course

    Want the short course in how to write hard-hitting, short-form case studies? First, you’ll probably interview the happy customer by phone. (Remember, you’re representing your client, so be professional.) Before you do so, take a few minutes to read these tips:

    Get the Killer Quotes

    Assess the particulars of the customer’s story, focus on the positives that align with your client’s key marketing points, and develop one or two strong customer quotes which address these key points. This often involves prompting less-glib clients for quotes that can later be “remodeled” for proper impact.

    Find the Big Benefit or Dramatic Result

    Is there a quantifiable numeric result to using this product? Are there any significant cost savings, huge productivity improvements, dramatic revenue increases?

    I just wrote a case study where my client shaved product prep time from 15 minutes to two minutes – and that was on every part heading down the assembly line (a lot of parts). Quotes are good, but they’re even more powerful when backed by credible, quantifiable (and sometimes dramatic) results.

    Get The Story

    Is there a beginning, middle and end to this story? Does the future hold something positive? Readers love stories as opposed to dry recitations of the facts. Drama is good, and human drama is better.

    The Closer – Get Confirmation

    Re-confirm your key points, summing up the benefits to the client. This often plays out in the form of quotes from the happy customer who suggests his organization is looking to expand their use of your customer’s products. That’s a strong, strong confirmation.

    Wnot invest 15 minutes and pitch a few case studies today? After all, it’s Fifteen Minute Friday…

    [tags]customer story, fifteen minute friday, copy, copywriter, copywriting, pitch, business development[/tags]

    Writing for Free?! Deborah Ng Cuts Away the Bull

    December 15, 2006, by No comments yet

    I’ve been distracted with deadlines lately, and missed out on an interesting discussion on Deborah Ng’s Freelance Writing site about writing for free – the genesis of which Deborah ably dissects in an insightful Accepting the Blame post on her Finding the Right Words blog.

    Driving the discussion is Lifetips, a site that publishes content and collects the ad revenue. Over the past year, the rates paid to writers for “tips” (short articles serving largely as SEO content) have been falling, yet writers continue to snap up the “opportunities.”

    Now there’s a book opportunity in the works, where writers generate enough content for a book (the rights to which are owned by Lifetips), and if a passerby chooses to buy it, the writer receives… a $2 royalty.

    Not New. Not Good Either.

    Publishing scams have been around forever, and if it’s one thing the Internet has provided, it’s a better, more-streamlined pipeline for this kind of exploitation.

    Young writers need to take a hard look at Internet-based work. Are you really building a career writing short SEO articles (essentially for free)? Does becoming a “guru” on a largely generic SEO site really mean anything?

    Not when you consider the alternatives. A couple weeks ago I wrote a “Five Things Every Struggling Writer Should Do” post that was mostly aimed at business writers.

    I think it’s time for another in the series: “The Five Useful Things Every Writer Can Do Instead of Writing Cheap/Free SEO Copy.”

    Look for that in a day or two.

    In the meantime, there’s no reason to work for free when others are using your work to generate revenue for themselves. It’s that simple. Keep writing, Tom Chandler.

    [tags]deborah ng, publishing, writer, writing, SEO[/tags]

    The First "Fifteen Minute Friday" Pitch Post

    December 1, 2006, by 5 comments

    Investing fifteen minutes a week dreaming up potential new projects – and pitching them to existing clients – might be a freelancer’s best, most-overlooked new-business weapon.

    And in a recent post, I vowed to do that every Friday. And to post the results here.

    Welcome to the Underground’s first Fifteen Minute Friday.

    Today’s idea?

    It’s a little off my normal path (but that’s kind of the point). I work with a engineering/manufacturing client, usually writing brochure copy, trade articles and customer success stories.

    This week I stumbled across this excellent, Dianna Huff-written post on Marketing Sherpa about syndicating white papers. And realized that my client – who plays in competitive, technical markets – could use the information.

    I’ve written white papers in the past, but it’s not a core part of my business. But reading Michael Stelzner’s Writing White Papers blog certainly has provoked some thoughts.

    Starting with the idea that adding a few of the lessons I’ve learned writing years of direct response could make for a more effective white paper.

    Still, the point of this whole exercise is to try new things. And – more importantly – to make ourselves indispensable to our clients.

    Write It Up.

    So I’m writing an e-mail to my client. (It looks a lot like a short query letter, though – given my existing relationship with the client – it’s fairly informal.)

    I’m emphasizing not only the marketing potential of white papers, but also the ability to amplify their reach by syndicating them.

    Not exactly earth-shattering, but it’s potentially new work for a client who – because they know me – will give my e-mail serious consideration.

    They Say No? That’s OK Too.

    There’s an upside to rejection. Even if they say “no” to my idea, I’ve established myself as more of a marketing partner than Just Another Vendor.

    So there it is. The Underground’s first Fifteen Minute Friday. Have you invested fifteen minutes this week? Care to share an idea in a comment?

    [tags]copywriter, freelance copywriter, freelance copywriting, marketing, new business, fifteen minute friday, white paper[/tags]

    Writing Cheap? The Five Steps Every Struggling Writer Should Take.

    November 28, 2006, by 14 comments

    A recent post on the Struggling Writer blog chronicled his decision to stop writing 650-word Web articles for $15.

    His reasoning was simple: He wasn’t making a living wage.

    I’m not here to denigrate low-dollar Internet article jobs. But I would ask those writing them a hard question.

    Are you really making a living wage?

    Even a basic wage requires two articles per hour. And that’s without benefits. Plus you’re paying your own overhead (Internet, Web hosting, PC, software, office stuff, etc).

    Some writers are productive enough to make it work at those rates. Most of us aren’t.

    Of course, writing low-cost Web content isn’t wholly bad. If you’re targeting a specific industry but lack experience, writing cheap can provide it.

    One day, your portfolio contains nothing in the financial services industry. The next day you’re a published “expert.” Every job brings its own intangibles. But – as you know – you can’t eat intangibles.

    It’s time to get paid for what you do.

    What’s Next for the Struggling Writer?

    Fortunately, our friend the Struggling Writer has a few ideas in mind.

    I want to pursue other article opportunities, probably in the print media rather than the web. I want to follow up on that grant writing opportunity. I talked with my cousin over the weekend who writes grants and she says NIH grants are a real specialty and some writers do nothing but. I should also push the technical writing more. I need to revise the front page of my website because it’s, well, crap. I tried too hard to do the marketing thing and it sounds just awful.

    OK, he has ideas. But are ideas enough?

    The Five Steps Every Underpaid Writer Should Take

    1. Ask Yourself “What Do I Want to Write?” Most people know what they don’t want. What is it you do want? What do you want to write? Get clear, and your self-marketing efforts improve 100% – because you really want what you’re seeking.
    2. Build a Messaging Platform. Who are you? What are you selling? Why would anyone work with you? If you can’t answer these questions, your prospects can’t either. I list the elements of the messaging platform here.
    3. Target Specific Businesses or Industries. The world is a big place. Don’t market to all of it at once. Be selective. Pick companies and markets. Develop expertise and contacts, and leverage them into more work. Equity leverage allows you to sell a small house to buy a bigger house. Use your “career leverage” to do the same in writing.
    4. Look For Work Where You’ve Already Got It. Are you overlooking opportunities with existing clients? Are you writing low-dollar Web content for a company that lacks customer success stories? Writing press releases for a company that needs white papers? Pitch them.
    5. Make Concrete Plans. Don’t rely on vague promises – they tend to fade away. Develop a plan of attack that includes who you’re selling to and how you’re going selling it (direct mail, e-mail, phone, adwords, etc). Don’t forget the deadlines. And then make it happen.

    There is a lot of work out there, but a lot of its is low budget. Write it if you have to. Get paid for it. Leverage it. But always work at moving beyond it to better-paying work.

    [tags]writer, freelance writer, freelance, marketing, [/tags]