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]

Too Tired to Stir Your Own Coffee? Now You Don't Have to.

November 30, 2006, by No comments yet

Those rabidly unusual folks at the Fresh Creation blog have found what may prove to be the ultimate copywriter’s caffeine delivery system – the self stirring coffee mug:

YouTube Preview Image

It’s further proof that here at the Underground, we never relent in our pursuit of the things that improve your writing…
[tags]coffee, cup[/tags]

A Most Excellent Spoof: "I Support the Chinese Wristband Industry"

November 30, 2006, by 2 comments

The success of Lance Armstrong’s “Livestrong” wristband has spawned a raft of imitators.

Like most interesting ideas, it’s been copied to death, to the point where it’s time for it to die.

I’d say that zany bunch over at the Podium Cafe cycling site agree:

Podium Cafe Wristbands

(Unfortunately for those looking to join the anti-wristband crusade, it’s a limited edition.)

It’s funny. And an excellent lesson for those jumping on someone else’s creative bandwagon.

Some ideas are played out long before they’re put to bed.

[tags]wristband, marketing, fundraising, lance armstrong, livestrong, podium cafe[/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]

24 New Ways to Jam Your Day With More Good Stuff

November 27, 2006, by No comments yet

If you’ve uncovered the Copywriter Underground, chances are you already read other writing/marketing blogs. Fair enough. I don’t demand total fidelity.

Simple worship will do.

But just in case you’re looking for a few more good blogs to clutter your day, Michael Fortin has compiled a list of his favorites.

I found a few I’d overlooked, and even “Bloglined” a couple.

He also announced his copywritersblog.com “group” blog, and though the jury’s still out on that one, it’s worth watching.

Ahead for the Underground?

I’m back from my Thanksgiving break and working freakishly hard to catch up.

I’m writing an article about the need for “process” in small business (like sole proprietorships). Wrapping up some thoughts about the Internet Marketing presentation I just gave to entrepreneurs.

And assembling the usual insight and advice – all aimed at helping you grow your copywriting business by adding value beyond the words.

Keep writing! Tom Chandler

[tags]copy, copywriter, michael fortin, copywritersblog[/tags]

Viral Learning Center

November 27, 2006, by 2 comments

Thanks to that zany bunch at American Copywriter, we’ve got a hilarious spoof on all those “become a mechanic/writer/hot air ballonist” classes advertised on television.

This one’s for the Viral Learning Center – a company dedicated to teaching you how to produce viral Internet video.

If you’ve ever been tempted to take any advertised-on-tv courses, you’ll wince when you see this…

YouTube Preview Image

[tags]viral, video, viral learning center, marketing, spoof[/tags]

Welcome to the Underground's First Fifteen Minute Friday

November 24, 2006, by 1 comment

Earlier this week, I wrote the single best thing you could do for your freelance writing business isn’t finding new clients – it’s finding new projects to pitch to your existing clients.

Fifteen minutes a week is a good start.

ThinkingSo here’s the idea behind Fifteen Minute Friday.

As I move through my week, I’m going to try and uncover just one or two ideas that might apply to my clients. (It seems like a good time to test fly Google Notebook.)

Then, every Friday, I’ll give those ideas 15 minutes more research and write ‘em up.

And then share them in a post. One idea a week. That’s all.

Won’t you join me? Simply add a single idea (don’t identify your client, just give us a sense of the company and your idea) to the comments section.

The more ideas we trade, the more projects we have to pitch to existing clients.

One idea each. And we all grow our revenues.

[tags]fifteen minute friday, copywriter, freelance copywriter, writer, freelance writer[/tags]

The Official Underground Thanksgiving Post!

November 22, 2006, by 1 comment

My presentation last night went gangbusters. They always do. But I always stress about them.

In this case, the group of small business owners were sharp. And what’s gratifying – given my constant harping on the subject on my Engagement Principles blog – was their quick grasp of the concept of engagement.

Indeed, the Copywriter’s Crucible offers some reinforcement for the idea of online engagement marketing with this nicely researched post. I’m bringing it along on my trip.

Engagement – especially in the areas of shared passions and values – offers the small business (and those who write for them) a potentially significant online advantage over their larger competitors.

The Crucible’s post concerned research suggesting online marketing was having just as strong (if not stronger) influence over the buying decisions across several demographics – not simply the younger crowd commonly assumed to be “Internet influenced.”

It’s an excellent read. I’m taking it on the road to my parent’s house, where my lovely wife and I are heading for Thanksgiving.

So no posts until next week. But a Happy Thanksgiving to everyone! And I leave you with one of the many things I’m thankful for – the beautiful place I live (14,162′ Mount Shasta).

Take care!

Mount Shasta

[tags]marketing, online marketing, Internet marketing, engagement, copywriter’s crucible[/tags]

Best Moments or Your Worst? The Underground Explores Presentations.

November 21, 2006, by No comments yet

At some point I’d think I’d get used to giving presentations. I’m working on one for tonight – a business class on Internet Marketing.

I’m better at it than I used to be. But the first time I got up and presented creative work for an ad campaign, I was so nervous my eyeglasses fogged. I navigated the whole thing by feel.

But that wasn’t my worst moment. Or my best, and the two – as is often the case – are one and the same.

A few years later.

I was involved in another agency creative pitch to a prospective client. But because I was busy, I hadn’t done the creative work for the pitch, and in fact had barely scanned the client brief.

But as the copywriter, I was expected at the meeting (show of force to impress the client).

The AE made the pitch. Which went down in flames.

Hardly had he gotten three sentences out of his mouth before the client interrupted.

DOA. Off target. Wrong.

Awkward Silence.

Then the AE said “Our copywriter had another campaign concept I think you’ll want to hear about. Tom?”

It was one of those moments when the very air around you turns to stone.

As I stood up, I had no idea what I was going to say…

It’s tempting to rewrite history and say that I knocked ‘em dead with a concept I pulled out of thin air. Just like they would on television.

But sadly, I didn’t. I came up with something credible, but we didn’t get the client.

So much for mass media entertainment.

It’ll Be Fine. Once it Starts.

The one thing I can say with certainty is that once I get going tonight, I’ll be great.

Internet marketing for small businesses isn’t exactly a mystery to me. The only thing to avoid (besides fogged eyeglasses) is too much detail.

Hit the high points, explain the benefits, pitfalls and channel options of Internet marketing, and open the floor to questions about their businesses.

That’s when things really get rolling – those moments when you connect with the audience.

Until that moment, I’m sweating bullets. And worrying about things that won’t happen.

Anyone with a presentation nightmare they’d like to share?

[tags]presentation, class, internet marketing[/tags]

Growing Clients versus Getting Them: Fifteen Minutes to Higher Revenues

November 20, 2006, by 17 comments

Business development should be an integral part of every freelancer’s day. After all, everyone wants to grow their revenues.

To most, that means seeking out new clients. That’s valid. But it’s ten times more work than seeking out new projects from your existing clients.

Grow Your Existing Relationships.

A writer once told me the best investment any freelancer could make was spend fifteen minutes each week thinking about new projects he’d like to do for existing clients.

It was blatantly obvious. Wholly brilliant. And largely ignored by freelancers.

We’re always pursuing the next client – when we should be pursuing a better relationship with our existing clients.

What Do You Want to Write?

Adding value to the client relationship is the best way to grow revenues and keep clients.

One path is to offer them more than words. Demonstrate the simple fact that you bring something to the table beyond the ability to write what they ask for.

Invest 15 Minutes Every Week.

What can you do in 15 minutes?

Sit and think.

Think about the client who has a Web site, a viable service and a good customer base, yet no customer success stories. Or no media kit. Or maybe they can’t even get press releases out when something significant happens.

There are opportunities there. But not if you simply call and tell your contact they “need” to do customer stories.

Instead, spend a few minutes researching their competitors. Google a few statistics. And put it all down on a single sheet of paper (or e-mail).

Make a Business Case.

Remember, you’re not selling them a chance to send you a check.

You’re selling them a chance to improve their sales conversion efforts. Or speeding their business development cycle. Or even driving revenues to the bottom line.

Looking for project ideas?

  • Customer Success Stories (many clients overlook these)
  • White Papers
  • Press Releases to local and trade media
  • Blogs (see my Engagement Principles blog for ammunition)
  • Sales Letter (for their brochure)
  • e-newsletters (go turnkey with this, and you’ll be surprised how often they’ll say “yes”)

These are the tip of the iceberg. But they’re a start.

Pretty soon, you’ll recognize opportunities when you stumble across them on the Internet. And suggest them to an increasingly grateful client.

Fifteen minutes a week (maybe 20).

It’s the most effective way to grow your revenues. And cement your relationship with your clients.

Keep writing, Tom Chandler.

[tags]writer, copywriter, freelance copywriter, freelancer, marketing, new business[/tags]

Notebook Giveaway at Notebookism

November 20, 2006, by No comments yet

I’m tempted to not mention this (thereby increasing the odds I’ll win) but the notebookism blog is hosting a notebook giveaway, and all you have to do is guess a number between 1 and 5,000.

It’s so easy, even a freelance writer could do it. But hurry – don’t wait or all the good numbers will be gone.

[tags]notebook, notebookism, contest[/tags]

Impress Your Clients (with "Click to Call" For Small Business)

November 17, 2006, by No comments yet

If I convince my readers of anything, it’s that the copywriters who add value beyond the words set themselves apart from the herd.

Part of adding value means staying current, and intelligently applying new marketing developments to your clients’ situation.

For example, John Jantsch of Duct Tape Marketing posted a note about a hosted “click-to-call” service for small business from Jaduka.

Jaduka logo

“Click to call” has been a staple contact point on the Web sites of larger companies for some time.

A customer clicks, their phone rings, and they’re talking to a service representative.

It’s an impressively seamless customer engagement point, and – until now – it’s been the province of larger companies.

Now anyone can add “click-to-call” to their Web site or other online contact point – even Google listings.

Jaduka even offers a free account.

I don’t know if it’s a useful tool for sole proprietors. But for a business of any size, it’s a great example of the Internet leveling the playing field.

And an excellent demonstration of yet another way to add value to your copywriting relationships.

[tags]duct tape marketing, click-to-call, click-and-connect, jaduka, copywriter, [/tags]