Your Well-Fed E-PUB: May 2018 Issue

Welcome to THE WELL-FED E-PUB!

The companion monthly ezine to the quadruple-award-winning how-to
guide, “The Well-Fed Writer.” Serving up food for thought and tasty
tips for the prospering FLCW*. Come on in, sit anywhere and bring your
appetite!

*FLCW, peppered throughout the ezine, stands for “Freelance Commercial
Writer”—anyone who freelances for businesses (vs. writing magazine
articles, short stories, poetry, etc.), typically earns $50-125+ an
hour, and is the sole focus of this e-newsletter.

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VOLUME 17, ISSUE 5 – MAY 2018
Publishing the first Tuesday of every month since May 2002
Read it online HERE.

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READY TO MOVE BEYOND ARTICLES/BLOGS INTO THE BIG-$ PROJECTS?
“Well-Fed Craft” offers step-by-step guidance on writing the most
popular copywriting projects. Give your copywriting skills a serious
upgrade. For details, testimonials and a free sample, go here.

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READY FOR A STEADY FLOW OF JOBS, MINUS MAJOR MARKETING?
Get the real-world scoop on a low-effort flow of writing jobs HERE! And email ME
to get a 25%-Off code (limited to the first 5 emailers!)

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GOT A BOOK IN YOU? CHECK OUT “THE WELL-FED SELF-PUBLISHER”!
And it’s a TRIPLE award-winner! Check out various book AND ebook
(multiple formats!) products/bundles HERE!

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TAP MY ONE-ON-ONE COACHING PROGRAMS: SAMPLE/SITE REVIEW & “SIDECAR”!
Low-cost peace of mind and guidance. Details HERE.

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THE WELL-FED WRITER BLOG! Weigh in on, “For Client-Repelling Mistakes,
& What I Learned to Do Instead" (Guest Post); "Successful Copywriters
(Or ANY Craftspeople) Don’t Focus on Success; They Focus on This”;
“Share Your ‘Here’s-How-I-Wowed-My-Client” Story”; “Why Good Marketing
Writers Are a Little Like Good Dentists”; and more!

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BIG THANKS FOR YOUR E-PUB SUBMISSIONS, AND PLEASE SEND MORE!

My latest call for submissions netted a bunch! A BIG THANK-YOU to all who
stepped up. BUT, don't get all comfy! If you have a something to share, please
send it on. It will NOT go to waste. Got a great strategy, approach or specific
expertise you’re willing to share? Turn it into a MAIN COURSE; 500-600 words;
query first); “GREENS” (300-400, sort of a mini-MAIN COURSE); TIPS (100-300)
and SUCCESS STORIES (200-400).Send to ME. Archived issues HERE.

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THIS MONTH’S MENU:

I. APPETIZER: GOT A “NO-CHOICE” REASON FOR DOING THIS BUSINESS?
It’s Always Easier to Do Something When You Perceive No Other Options

II. “FIELD” GREENS: GOT CLEAR PROJECT PARAMETERS?
Yours Truly Lets His Ego Get in the Way, Makes Rookie Mistake!

III. MAIN “MEAT” COURSE: USING “TELS” TO HELP CLIENTS HIRE US
How to Use “Targeted Experience Lists” to Showcase Relevant Work

IV. DESSERT: SWEET SUCCESS STORIES & TIPS
NC FLCW Scores Big Project Kudos, Reminds Writers of Success Habits!
TIP: MN FLCW: For Better Proofreading, Change Font/Size & Refresh theEyes!

V. COFFEE, MINTS AND TOOTHPICKS
- MORE WORK WITH LESS EFFORT? Ebook Serves Up “How-To”!
- I NEED ALL COURSES FOR THE WELL-FED-E-PUB! PLEASE SHARE!
- The WELL-FED WRITER BLOG is Rockin’!
- AWAI Copywriting (& Other) Courses: Register HERE, Get Bonus CD!
- How Can My Mentoring Service Serve You?

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I. APPETIZER: GOT A “NO-CHOICE” REASON FOR DOING THIS BUSINESS?
It’s Always Easier to Do Something When You Perceive No Other Options

My whole life, I've struggled with back issues, thanks to a perfect
storm of unfortunate events as a youngster, resulting, in my teens, in
a lot of pain, and a serious rounding of my upper back and shoulders.
Not quite Quasimodo, but heading in that direction.

At age 23, a chiropractor, after looking at my X-rays, told me: “You
have the spine of a 55- to 60-year-old man. Start turning this around
now, or you'll be crippled by 35.”

Me: “Tell me what I have to do, and I'll do it.” He put me on an exercise
routine, and within six months, I'd reshaped my body, and was standing
noticeably taller. My doc was thrilled I’d followed his advice religiously.
Overwhelmingly, his patients didn't.

These days, I exercise and stretch upon waking (20 minutes),
throughout the day, and before bed. And of course, I exercise
regularly, eat well, get plenty of sleep, etc. If I get slack with any
of the above, life sucks in multiple ways.

Sure, I have a choice in the matter, yet, given my desire for a healthy,
mobile life, I really don’t. And therein lies a pretty good lesson:

It’s always easier to do something when you perceive you don’t
have a choice.

When I started my copywriting practice at nearly 36, I was at a
critical crossroads. I’d been in sales for 15 years, had had some good
success, but, at that moment, was in a bad low. Make a few more poor
career moves after 36, and life can turn south in a hurry.

I apparently grasped that reality (plenty of 3:15 a.m. tossing and
turning), and as such, it became another “no-choice” moment.
Copywriting wasn’t just going to be “the next thing.” It was going to
be THE Serious Life Direction.

So, what’s your “no-choice” reason? Given that this business is no
cakewalk, if you’re comfortable, and there’s no urgency, it’ll be tougher
to get in gear. As such, what motivates you (or could) to do the things
most people won’t do, in order to have the life that most won’t?

And not just a life with more money, but, even more importantly, one
with more time, more freedom, better health, better quality of life,
etc. So, what is it for you?

Family? Freedom? Control over your life? Health/Long life? Figure out
what’s strong enough to conquer the fear, inertia and discomfort
always present in building something new. And know that, when you
identify and commit to your no-choice reason, the process will get
easier. On that “we’ll-take-all-the-help-we-can-get” note, let’s eat!

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II. “FIELD” GREENS: GOT CLEAR PROJECT PARAMETERS?
Yours Truly Lets His Ego Get in the Way, Makes Rookie Mistake!

So, I recently picked up a job through my Title Tailor offering—a book
subtitle and back-cover copy. The author had been referred to me by
her friend, for whom I’d done a full package (i.e., title, subtitle
and cover copy) and who was delighted with the outcome.

After I reviewed her materials, and we got on the phone, I asked her
about the title (which she wasn’t hiring me to do, but about which I
had some concerns). She liked it, she said, but wasn’t married to it,
and was open to something better.

She wasn’t willing to go ahead and contract/pay for the title
specifically, which I understood. I told her that, in the course of
doing the other pieces, my percolating process would likely come up
with ideas (which is true). That sounded good to her, and she said if
she liked one of them, she’d pay me for it.

On the surface, it seemed reasonable: I’d work on the subtitle/cover
copy, and along the way, if ideas came organically (i.e., without
dedicating time to that piece), I’d write them down, and share them
with her. If she liked one, it’d be like "found money." Except, there
were a few problems with my thinking…

For starters, I should have known ME better, and realized I’d take
this as a challenge, and dedicate (unpaid) time to it. Which I did.

It also dawned on me (not so smart, this one) that (duh) the final
choice of title would absolutely drive the subtitle. Meaning, until the
title was set, my subtitle efforts would be a bit halting and unsure.

In the end, I spent way too much time on trying to come up with a new
title, eventually feeling a kinship with the guy in the casino who’s
in a big hole. If he quits now, he’s still in that hole. If he stays,
he might win it all back. Or...dig a deeper hole.

In the end, I presented her with a short list of ideas, none of which
she liked better than hers. I lost my gamble, effectively having done
charity work. Meanwhile, she now felt even better about her title,
given that the “pro” couldn’t improve on it.

Lessons learned: Nail down firm parameters (how many times have I told
people that?!), and don’t work for free, unless you’re okay with
making bupkus for that time. Also, if you’re considering letting your
paid brainstorming time spawn possible additional income, make sure the
paid and unpaid work aren’t linked in any way. Live and learn!

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III. MAIN “MEAT” COURSE: USING “TELS” TO HELP CLIENTS HIRE US
How to Use “Targeted Experience Lists” to Showcase Relevant Work

Some years back, I was referred to a project doing naming/brief product
descriptions for a supermarket displays. Client was a “middleman”—a
marketing company that helped such entities with their merchandising.

Before the meeting, I compiled a three-ring binder of “short copy”
credits—names, taglines, headlines, etc. The client loved it, and told
me later that’s what clinched the job for me. The result: Three
separate weeklong, on-site gigs that paid roughly $5K each. Think it
was worth the 3-4 hours spent pulling it together?

Recently, I bid on a big project in the healthcare realm, and (big
surprise), the client wanted to see relevant samples from that arena.
I’m no niche healthcare writer, but when I assembled a one-page list
of projects (i.e., type of project, client name and one-line
description), it numbered about 10.

Hardly a cornucopia, given 25 years at this, but it was impressive
enough to get the green light.

What do you call such a useful tool? My made-up name for it is a TEL:
Targeted Experience List. It’s what I used to call a résumé, but that’s
a pretty dated word. More importantly, it doesn’t accurately capture
the function.

Yes, the binder in the first account above is more involved than a
typical TEL. What I describe in the second story above is a perfect
example—a one-pager.

What’s the rationale behind a TEL? Well, put yourself in the shoes of
a client looking to hire a writer. Think about the sales/marketing
principle of Audience: Whom are you talking to and what’ll make it
easy for them to respond the way you want them to? Consider the Unique
Selling Proposition (USP): What sets you apart from other writers?

Sure, you can steer them to your copywriting site, but if that’s all
you do, you’re making them sort through your work to find the relevant
stuff. But, if the project type/industry being discussed is one for
which you have experience, wouldn’t it be prudent to focus the
client’s attention on that fact?

As such, creating ever-evolving lists of relevant projects in a
variety of specialties (and perhaps posted on your site) just seems
wise. Once created, it’s easily mailed, emailed or handed to a client.
Do it, and you will set yourself apart from the competition.

Feel free to include several references on the TEL or client list:
name, company name, title and phone number. Clients almost never
check, but just providing the info will raise their comfort level.

For the umpteenth time, clients don’t want to spend a lot of time
hunting for a writer. With a TEL, you’re creating the impression of a
niche where a well-defined one doesn’t necessarily exist. Most
importantly, you’re making it easy for that client to hire you.

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IV. DESSERT: SWEET SUCCESS STORIES & TIPS
NC FLCW Scores Big Project Kudos, Reminds Writers of Success Habits!
TIP: MN FLCW: For Better Proofreading, Change Font/Size & Refresh the Eyes!

Got the following story from Apex, NC FLCW and ghostwriter Michelle Hill,
about the kudos she’s received on a recent project, and some reminders to
all of us to keep practicing the habits of writing success.

After that, a great—and oh-so-simple—proofreading tip from St. Paul,
MN FLCW, Molly McBeath, that piggybacks on mine from the March
E-PUB. Enjoy!

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I’m ghostwriting a book for a former NBA player, Rashad McCants. I
received the following note from Mary Willingham, the writer of the
foreword for the book:

"I played hooky for half day today so I could get to Rashad’s book.
It’s really really well done. The sources and the connections made
between them are absolutely brilliant. Rashad’s personal narrative
laced throughout is jaw dropping and inspirational at the same time.
Wow! Super impressive.

"Thank you so much for including me. I’m sure that Rashad's book will
have a far reaching audience. It can certainly be used in classrooms,
as a REAL academic source across the curriculum. Exciting."

Rashad also gave me a boost in front of his family a few weeks ago,
telling them I’d captured all the aspects of his personality and
message. Wow—what a confidence-builder!

Writers, keep improving your craft. Keep self-education on the front
burner, on high. Keep being the one who's easy to work with. Keep
lines of positive communication going.

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PB Note: Love the line attached to Michelle’s email signature: It's my
winning season. Everything attached to me wins! How’s that for
a good attitude?

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Effectively proofing your work is an essential step in preparing
clean, crisp, accurate copy you can be proud of. And a little time
away from your document, before giving it a final look, is often just
the ticket to seeing it “newly.” But, what if a tight deadline doesn’t
allow you take a break from the piece?

The March E-PUB had a proofreading tip about using the text-to-speech
function to change how you engage with work you’re painfully familiar
with. Here’s another tip to add to the proofreading toolbox: Change
how your text is displayed on the screen (or on paper if you want to
print it out for proofing).

Here’s the premise: The human brain is very spatially oriented, and we
often don’t really “take in” something if it looks exactly the same as
it did before. I find that I get a whole new sense of my work just by
radically altering the font and/or size of my text.

By changing what the words look like and—almost more importantly—
where they occur on the page, I can change my perception of how these
words relate to each other and see my text with fresh eyes.

Suddenly new phrases and connections (or imperfections and redundancies)
emerge. It seems too simple to be true, but this easy little change has paid
off for me in big ways.

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MORE WORK WITH LESS EFFORT? Ebook Serves Up “How-To”!
That’s not hype. It’s how my business has worked for the better part
of 18 years, thanks to some juicy partnerships with graphic designers.

The result? 1-2 jobs virtually every month with little or no effort on
my part. And I put all the how-to details down on paper. Details HERE.
And email ME to get a 25%-Off code (limited to the first 5 emailers!)

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SHARE YOUR STRATEGY, SUCCESS, STORY, OR TIP IN THE E-PUB!
Got a great strategy, approach or specific expertise you’re willing to
share? Turn it into a Feature (MAIN COURSE; 500-600 words; query first).
ALSO, send your “GREENS” (300-400 words), TIPS (100-300) and
SUCCESS STORIES (200-400) to ME. Archived issues HERE.

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AWAI COPYWRITING (& OTHER) COURSES: Register HERE, Get Your
Choice of Bonus CD Program! Six-Figure Copywriting, Graphic Design,
Internet Writing, Fundraising, Health Market and more!

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HOW CAN MY MULTIPLE MENTORING PROGRAMS SERVE YOU?
For details and testimonials, visit HERE.

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