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 $50-125+ an hour, and is the sole focus of this e-newsletter.
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VOLUME 19, ISSUE 3 – MARCH 2020
Publishing the first Tuesday of every month since May 2002
Read it online HERE.
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READY TO MOVE BEYOND LOW-$ ARTICLES/BLOG POSTS?
“Well-Fed Craft” offers step-by-step guidance on writing the most popular, and highest-paying copywriting projects. Give your copywriting skills a serious upgrade. Details/testimonials HERE.
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GOT A BOOK IN YOU? CHECK OUT “THE WELL-FED SELF-PUBLISHER”!
This TRIPLE award-winner comes in various book AND ebook (multiple formats!) products/bundles HERE!
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Get the real-world scoop on a low-effort flow of writing jobs HERE! Contact
ME for a 25% OFF promo code (only 5 codes available, & they go fast!)
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1-ON-1 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, “I Want Your Stories of Social Contacts Leading to Paying Work"; Good Clients Will Pay Handsomely for This (Often-Elusive) Outcome”; “Four Client-Repelling Mistakes, & What I Learned to Do Instead" (Guest Post); and more!
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THIS MONTH’S MENU:
I. APPETIZER: CONVEYING A “BUSY, IN-DEMAND” VIBE?
How Do You Act When You’re Busy? Do THAT Even When You’re Not!
II. “FIELD” GREENS: ARE YOU THIS EASY TO DO BUSINESS WITH?
Yours Truly Marvels at His Chiro’s Business Model, Offers Up OUR Equivalent
III. MAIN “MEAT” COURSE: PROUDLY OWN YOUR NICHE
Small Biz Coach: “Know What You Stand for & Don’t Apologize!”
IV. DESSERT: COMBO SUCCESS STORY/TIP
OH FLCW Launches Biz in Her 50s; Carves Out an Amazing Life!
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: CONVEYING A “BUSY, IN-DEMAND” VIBE?
How Do You Act When You’re Busy? Do THAT Even When You’re Not!
“He who cares least, wins.”
So, I went through a particularly busy period recently, more often than not the case, over the years. But, during this latest lovely crush, I took the time to observe myself going through it. I know, just do the work, enjoy it, and collect your money. Stop analyzing! Sorry, can’t help myself…
A funny thing happens when you are busy. You find yourself acting very differently than when you’re not. Sure, I’d love to get to that Zen-like state where I feel exactly the same when my plate is overflowing as when it’s empty. Not quite there yet. Like most of us, I’d wager, I still angst when things are slow, and do a happy dance when the coffers are full.
Which brings me to the opening quote above: “He who cares least, wins.” This cornerstone principle from my sales days is a nod to the unspoken balance of power inherent in any client/vendor relationship. Sure, the ultimate goal is to go from “vendor” to “partner,” and form “peer” relationships with clients, built on mutual respect, benefit and affinity.
But in the early stages of most client relationships, as we’re both feeling our way through, how we interact with prospects will create different impressions.
And, when you’re busy, you care that much less about landing that new job than you would if your dance card was empty. Not that it isn’t important, or you don’t want it, just that, thanks to money flowing, the stakes, in your mind, are lower. And that new prospect will sense that, and will view you as busier, more happenin’, and in-demand.
What’s your reaction when you contact a plumber (for a non-emergency) on a Tuesday, and they tell you they can get to you Wednesday of next week? I’m guessing you stop wondering if they’re good, and just book them before someone else does.
The challenge, as noted below, is to convey that “I’m-slammed-but-can-get-to-you-next-week” vibe even when you’re not busy.
So, the next time a new client contacts you, even if you could work them in this week, why not tell them you’re finishing up some projects this week, but would welcome the opportunity to get to them next week? And of course, say, “Let’s hammer out the details (parameters, fees, deposits, etc.) now, so I can hit the ground running next week.”
And if you’re indeed not all that busy this week, use the week to prospect, so you’ll get even more of those calls out of the blue. On that “sowing-the-seeds” note, let’s eat!
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II. “FIELD” GREENS: ARE YOU THIS EASY TO DO BUSINESS WITH?
Yours Truly Marvels at His Chiro’s Business Model, Offers Up OUR Equivalent
So, I regularly go to a chiropractor here in Atlanta. It’s part of a nationwide chain of clinics called The Joint (cute name, no?). They all look similar, have cool, retro furnishings, a welcoming vibe, jazz playing in the background—you know…a joint. But it’s their business model that makes them almost irresistible.
Anyone who goes to a chiropractor regularly knows you’ll typically pay anywhere from $40-$70 a visit. And you generally have to make an appointment 3-7 days in advance. Even if you show up on time, you still often wait (like a lot of doctors’ appointments).
And what if you’re out of town and you suddenly need to get your back cracked? It’s usually an expensive hassle, with those local chiros requiring an exam (and often x-rays!) before treating you.
The Joint? I’m on their monthly plan: $59/month, for four adjustments ($10 for any beyond four). No appointments. Just walk in, and mine’s open seven days a week! I’m usually taken immediately, and rarely wait more than five minutes.
And a huge final plus? Thanks to their national network (no, they’re not everywhere, but they’re everywhere I needed them), I can walk into any Joint anywhere, and it’s all part of my monthly plan. It’s a beautiful thing.
No, they don’t spend 20 minutes with you, but they'll address anything specific you bring up. And no, you won’t always have the same doctor if you just show up, but you do know who’s working when, so you can plan ahead.
They know they’re not for everyone, so they have a specific niche of clients, for whom their offering is just perfect (I’m one of them).
What would our “irresistible business model” look like? No, not suggesting low rates, seven-day office hours, and immediate availability for all client projects. But how about:
1) “Set-your-watch-by-it” reliability for appointments and deadlines
2) Quality work that hits the mark because you listened and asked good questions
3) Clean, error-free work; no one’s perfect, but that should be the goal.
4) Easy to work with: cheerful, flexible, humble, and able to roll with the punches.
Do all that, and your clients have absolutely no reason to go anywhere else.
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III. MAIN “MEAT” COURSE: PROUDLY OWN YOUR NICHE
Small Biz Coach: “Know What You Stand for & Don’t Apologize!”
Exceptionally useful advice from Atlanta-based small-business coach, friend and colleague, Ed Gandia. So many freelancers try to be all things to all people, which is wonderful formula for being nothing to anyone. Sure, in the early days, be flexible, but as you settle into your copywriting careers, and are aware of your strengths and the value you offer, then own it proudly. Thanks, Ed!
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What’s your favorite restaurant? Mine is Bern’s Steakhouse in Tampa, Florida. What makes Bern’s so special? First, Bern’s is an institution. It’s an old-school steakhouse that’s been around since the mid-1950s. Service is top-notch. Waiters train for a year before they can serve you on their own.
Bern’s steaks are perfectly aged. And the restaurant spares no expense to bring you the best, freshest ingredients from all over the world.
And the wine … oh, boy! 6,500 different selections. Hundreds of thousands of bottles. Tons of rarities that have been perfectly stored in Bern’s private cellar for decades. Insane!
Bern’s claims, “We do things differently here.” And they really do. Yes, you’ll pay a LOT for dinner there, but it’s an experience you won’t soon forget!
The Lesson for Freelance Writers: Bern’s knows what they stand for. They don’t apologize for selling red meat. Or being expensive. Or selling bottles of wine that cost more than a monthly car payment.
Bern’s is Bern’s. Their customers qualify themselves. That’s the way Bern’s wants it. And it’s incredibly smart. Because any business that tries to be all things to all people will eventually fail.
That’s true whether you own a steakhouse… or a freelance business. As a freelance professional, your most valuable non-renewable resource is your time. And maximizing what you earn for your time requires you to be very clear about what you’re all about.
That means on your website. In your marketing materials. And in conversations with prospects and referral sources. It’s about being perfectly clear on what you offer. Why you’re different. What kind of clients you can help, and what kinds you CAN’T help.
It’s about taking a stand. And about not trying to be all things to all people.
Because the clearer you are, the easier it’ll be for you. You’ll attract prospects who have prequalified themselves: you won’t have to spend as much time “selling” to those who don’t get it.
And that means more time for billable work. More time to work on making your solo business more profitable. More time for fun activities outside of work.
Help Your Prospects Qualify Themselves How do you increase the chances that most of the prospects who contact you have pre-qualified themselves? Here are six ideas:
1. Write your website for prospects who already understand the value of hiring a freelance writer or copywriter. Don’t try to “sell” the value of your profession or your services.
2. Take a stand. Clearly state your target market and the type of work you do.
3. Be explicit about what makes you different. Don’t try to be everything to everyone.
4. Make it clear, implicitly or explicitly, that you’re not the cheapest service provider out there.
5. Consider developing a specialty or concentration and communicating why you’re the obvious choice for that type of work or target market.
6. Add credibility elements to support your aims—samples, testimonials, client lists, success stories, awards, professional background and so on.
Helping prospects qualify themselves before they contact you is just smart. You’ll end up with clients who are a better fit for you, don’t question your fees and give you more work.
So, take a stand. Be selective. You owe it to your prospects—and yourself!
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IV. DESSERT: COMBO SUCCESS STORY/TIP
OH FLCW Launches Biz in Her 50s; Carves Out an Amazing Life!
I live for success stories like the wonderful one below from Dublin, OH FLCW MargyRockwood. I remember when Margy and I chatted years back when she started out, and it’s thrilling to see how far she’s come.
Lots of great lessons: Leveraging life experiences (even tragic ones); trying a lot of different avenues; the power of persistence; following logical stepping stones; and yes, reading my book! ;) You’re an inspiration, Margy—especially for the 50+ crowd!)
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Peter: I wanted to get back in touch with you—years later—to say thank you. Your book was pivotal in giving me hope and direction as I started a writing career in my 50s.
I’m just not sure if I would have made the leap or the effort to propel myself into a writing career had it not been for that book. It was unlike any other I have read since, simply in inspiration value alone. Beyond that, the ideas and all the specifics were outstanding. My son is reading it now, slowly, taking in each chapter.
A little background: I was inspired to go back to school to study ultrasound because of a tragic experience my family had in a hospital, where ultrasound could have been used to detect DVTs (deep vein thrombosis), but wasn’t. Ultimately, applying my medical background to writing turned out to be a better fit for me than working in a hospital.
I went through many phases in developing a writing business. I worked through the Creative Circle agency, but also reached out a lot on my own to getting clients—lots of phone calls, and as that got more difficult, lots of LinkedIn work. I wrote for businesses and non-profits. I blogged, I wrote white papers, and I wrote a company history book.
My big break came when I had the chance to write medical articles for a nationally renowned healthcare center. I did that for over a year, until they took their writing in-house. But something even better was in store.
Now, I’m one of four regular writers for yet another leading healthcare organization, which gives me a full plate of fascinating work at an excellent contractor’s rate. My client is a brilliant, kind manager in physician marketing.
I interview doctors and write about their research, new procedures and breakthroughs, for their peers nationwide to read. I also serve as deputy editor of a journal on Huntington’s disease.
I’m in my sixties now, and never plan to retire until my brain or body say I must. My life is flexible. I often do my morning work in my bathrobe before hitting Orange Theory for a workout.
You made a big difference in this life, and I just wanted you to know.
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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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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 nearly every month with little or no effort on my part. And all the how-to details are in my "Profitable - By Design!" ebook. Details HERE. Contact ME for a 25% OFF promo code (only 5 codes available, & they go fast!)
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I'M STILL SERIOUSLY LOW ON ALL WELL-FED E-PUB COURSES!
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! Six-Figure Copywriting, Graphic Design, Internet Writing, Fundraising, Health Market and more!
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HOW CAN MY MENTORING PROGRAMS SERVE YOU?
For details and testimonials, visit HERE.
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