genius writing: wicked son of a witch

I am completely awestruck by songwriters. There are only a set amount of notes, and yet, every second it seems, new songs are created - totally original, new, unheard of. How is this possible? I’ve always wondered if, at some point, music’s creativity pool would become saturated - all of the notes in all of their combinations would be written, played, sung - there has to be a finite point of fulfillment, right? I swear we ran similar numbers in junior high math class. Ahhh, if only I had paid attention…or enjoyed math. I realize that the NUMBER must be huge - but it exists…doesn’t it?

Then, last night, as I finished one of the best books ever (more on that later), it occurred to me that the same idea could be applied to writing. There are only 26 letters (in my country, anyway) - so musn’t there be a finite number of words and word combinations, ie. stories, posts, emails, novels, websites? Again, I know this number has to be gigantic…but??? And aren’t we, writers, just as awe-inspiring as these songwriters because we have the ability to take this set amount of tools and compose something original, new and unheard of?

If any of you are math geeks (is this considered probability?)…I’d love to hear your thoughts. This is so heady for a Monday morning, eh?

My book recommendation: I have this thing, sometimes, for discovering things later than everyone else…and I’ll tell you why this works to my advantage. If someone were to watch, say, Sex and the City as each episode aired, they would have to wait weeks, months, years to feed their fix. But, if you waited until they were all out on DVD, you could watch them straight through - voraciously - without the need for patience.

I just discovered a book called Wicked and its sequel, Son of a Witch. I know that I’m late to the game - but I got to read them right in a row…boom, boom. Gregory Maguire is brilliant - he created a whole world. He made words do about a gajillion things I’d never seen them do before. I’m totally bewitched, hopelessly ensorceled.

(Prize for whoever can tell me what character, on what prime time show used that word ensorceled to describe his feelings for a love interest.)

how to become a freelance copywriter: ANNOUNCING YOUR BUSINESS TO THE WORLD

The business is ready to launch, and now it’s time to tell the world about it.There must be an infinite number of ways to do this strategically and productively, here are mine:

1. Send something unique. Don’t send what everyone else is sending - a great way not to do that is to look through your mail for a few weeks and gather all of the junk direct mailers that annoy you and go straight to the recycle bin. Then create the opposite. My original mailer, which you can view on my portfolio page, was a brochure in the form of a greeting card. The color was deep and eye-catching (and bright pink). My business card was attached inside and easily removable. I received countless remarks that the color and shape of the piece made them open it…and read it, because it was something they just didn’t see everyday.

2. Purposeful Direct Mail (as opposed to Random Direct Mail). I urge you to learn from my experience. Here’s the time I did it wrong: I once sent a 750 piece direct mailer to a random list (happened to be to my Chamber of Commerce). I got one, 1, uno job (that’s a .1% return rate). Here’s the time I did it right: I found a small group of companies (about 125) that I knew would understand what copy was and would have a need. (see the niche post for more details). I sent my mailers to them, and then I called every single company (had a contact name for the person I needed). I got 17 clients (that’s a 13% return rate). The average direct mail return rate is 2%.

3. Show don’t tell. Don’t just send something that tells people what you do and how well you do it. SHOW THEM. You’ll notice that my direct mailer reads like a catalog page. This is because I thought I really wanted to do catalog writing back then - so I demonstrated my catalog abilities. If you want to write press releases, illustrate yourself in press release style. If you want to write ads, create a self-promoting ad.

4. Get their attention. Send a promotion or premium. Here are two things I thought about doing and didn’t do, you are welcome to them if they fit:

• Send a huge, weighty oversized pen with your contact info and with a note that reads: “If your pen gets this heavy when you think about writing, call me.” (ooh, I actually like that one and might have to use it…)
• Get seeded paper like this, with copy that says: “When you add water to this paper, you get flowers. When you add my words to this paper, you get success.”

Okay, people. It’s time to share. Tell us what you’ve done, how you’ve done it and why it’s worked (or not worked)…

viral marketing: giving it away for free

A frequent topic on this blog, and with my clients, revolves around the conundrum of giving ideas, content, video, tools, etc. away for free online all in the name of branding, publicity and increased sales. And here it is coming up again - this time in the form of a story about JC Penney, viral marketing and how they just don’t get it.

A colleague of mine, Ron Miller, has written an amusing and very smart article about the situation for Daniweb.com. Apparently, JC Penney recently aired an ad that was a bit cheeky and insinuated that teenage sex was good, fun, okay and something, perhaps, to aim for when dressing in your JC Penney garb…and now the company is totally freaked out and trying to cover their tucasses (sp? what is the plural of tucas?) They’re busy trying to say that they never authorized the ad and certainly don’t condone teen sex. According to Miller:

What JC Penney failed to understand is that this ad did them far more good than harm. The people they want to reach saw it and were talking about JC Penney. When was the last time this 20th century company had any buzz on the internet. How about never? As for the people who think the video condones teen sex, chances are those people aren’t watching YouTube.

And this concept of intensive brand protecting vs. viral marketing can be found on Facebook as well. One of Ron’s friends recently made a FB gift of a Nerf toy…and joked that she could possibly get in trouble for using the name without legal permission, that Hasbro might insist that she and others stop using their name and product. Ron wrote:

…they would be stupid if they do. Can’t beat the free publicity of Facebook. I realize you can’t let just anyone mess with your carefully crafted brand, but companies have to realize that there is a bright line between protecting your brand beyond reason and letting a fan champion your brand for free. Fact is, my friend is making a tribute to Nerf toys.

Last night I watched the Oprah about YouTube - featuring a handfull of people who are now bazillionaires, or somehow infamous, because of their YouTube videos. Does it matter that Esmee’s YouTube videos have been downloaded millions of times for free? No, because Justin Timberlake found her and signed her to his record label (and she got to sing with him and touch him). Does it matter that 2 million people watched a ridiculous couple do a rather lame version of the final dance from Dirty Dancing via YouTube? No, because they got to do it again on Oprah, and Patrick Swayze showed up and (and they got to dance with him and touch him).

Bottom line: free can be good, viral is queen…do not underestimate the power of putting yourself out there and seeing what happens.

Read Ron Miller’s entire article here.

how to become a freelance copywriter: CREATE A PORTFOLIO

Prospective clients will ask to see your work without a doubt. Showcasing copy work is very different from showing design work - sort of. People like visuals, so there is a possibility that if your copy isn’t that hot, but the design that it’s sitting in is, they might imagine your copy is actually quite great. Consequently, this works in the reverse as well. So, if your copy is amazing, but it is presented as a Word document, a viewer might think it’s boring and poorly written. Notice that I said ‘viewer’…frequently, this is what prospects do - meaning they don’t take or have the time to read all of your precious copy. I know, I know…hard to believe!

That said, you must have a print or a web portfolio available (both if possible):

1. If you are totally new to the game and you don’t have any writing samples that you can actually showcase, make up a portfolio. I DID. Yes, yours truly had been writing forever, but save a few grant proposals, I had nothing to show when I struck out on my own - so I made it all up. I gave myself assignments and wrote ads, brochures, catalog pages, etc.

If this is your situation, write sample pieces that reflect exactly what you’d like to write professionally - pick the formats (re. website), the topics (re. the environment), the size/type of company (re. 100 employees/non-profit), etc. But vary all of your samples, even within a topic, to show the breadth of your skills. And don’t be shy about telling a prospect what you did - this takes gumption my friends - and a ton of drive, creativity and discipline. If you’re really stuck, email me and I’ll send you some assignments.

2. If you have a few choice samples, you may want to pre-package several of them to be mailed or emailed at a moment’s notice. This makes you look super prepared, and saves you a ton of time (from scrambling to put each individual packet together). Trust me on this one.

3. Assemble your print portfolio in a professional portfolio book with clear sleeve pages. This looks great and protects your work. I found mine at an art store…and I had one of my ‘artistic’ friends put it together because, like many writer types, my fine art skills are simply pathetic.

4. Your web portfolio provides people with the time to actually read your work - so make sure they can. Snapshots that work for graphic designers don’t really cover your writing samples fully. I chose to provide people with the option to open each piece as a pdf - or just to get the snapshot overview.

5. Update your portfolio (says the copywriter who has done no such thing for over a year!!!). Guilty as charged, though as of this posting, my updates should be live in a couple of weeks. As you build your portfolio, tell the world. You’ll learn and grow…show it off.

6. Always ask clients for samples of the finished product (actual print pieces and digital files). As I mentioned, your copy will look much better when it lives in a designed, glossy brochure or site than on an 8×11 piece of printer paper.

7. Remember that everything is your portfolio. While I’m talking about creating an online or a print portfolio, when you are a writer everything you write is fair game. All of your communications (email specifically), your website, your brochure, your blog, your laundry list - everything you write becomes a sample of your craft.

the benefits of having a blog for your business, company or self

Why blog? BECAUSE:

Static websites (that do not continually upload content, but act as an online brochure) do not rate in site rankings. To compete in your industry and to be found by the world, you must add valuable, pertinent information to your website on a regular basis - a blog is the perfect platform.

1. Blog posts are dramatically less expensive than newspaper, magazine, radio, TV or web banner ads. For instance, ONE well-placed newspaper ad that guarantees a view by all readers can cost upwards of $50,000.

2. Blog posts are eternal advertisements. They live forever online, whereas a newspaper, magazine, radio or TV ads are gone with the trash/recycling or are missed when someone grabs a snack during the commercials. With a blog, you can be found by a potential client because they searched for a topic you blogged about 5 years ago.

3. Your main blog topic is the trunk of the tree, and each post is a branch that broadens your reach via topics, keywords and skill showcasing. While ads may have a headline, a company overview and contact information, each blog post offers vital information on each facet of your business or industry. This profoundly widens the net that you throw and establishes you as an expert in your field.

4. Because blogs are ongoing, the information you post is timely, relevant and cutting-edge, as well as proof that you are a steadfast, reliable presence.

5. Your blog is a showcase of your expertise and a portfolio of your work.

6. A standard ad is built for the general public, or even the general public of a specific readership (re. Boston Magazine, Science News). Each blog post focuses on a specific element of your profession and contains highly researched keywords that pull qualified visitors to the blog and your site.

7. In essence, blogging is a pure form of permission (or relationship) marketing. Your readers and potential clients found you, you did not coerce them into visiting with bells and whistles and flashing lights. You offered value and information, and they came looking for you.

8. Everyone is online and Web 2.0 supports people in participating, communicating and connecting online. The blogging platform encourages these interactions and a powerful sharing of information and referrals forming strategic web relationships.

9. Traveling purposefully through the blogosphere is essentially a dream networking situation. This is not a Chamber of Commerce Meet ‘n Greet. Here, you can pick and choose who you want to talk to, you have time to think before you speak and you have more than a business card - you have your blog standing behind you, backing you up and showcasing your incredible expertise.

10. When you build your readership, the possibilities of additional income streams (not attached to how many houses you sell, clients you have, hours you work) is endless. Some examples would be product sales, advertising and webinars (people are hungry to learn online in their own time, in their own home).

11. Even though there are currently about 90 million blogs…not everyone has one. Establishing yourself with a blog puts you ahead of many competitors in your industry.

12. You can do it all by yourself. You won’t need to pay a web master to update, edit or add to your site.

13. When new sites are created, the search engines ’sandbox’ them and don’t immediately rank them or allow them to be searchable. A consistent blog and strategic blog marketing can circumvent this quarantine completely, making you available and findable to the world.

14. Blogs are made to grow. In size, readership, widgets, plugins, options, content, opportunities. The same blog platform can reach 5 or 5 million. The same blog can house a small outfit or a Fortune 500 company.

some tips for the freelancer or self-employed on time, business and self-management

The business is just ticking along lately, so my over-analyzing mind started picking out the whats, whos, whys, hows and wheres of the positivity. Here are a handful:

1. Every night before I leave my office, shed, shack (I need to name the thing), I make a list of tasks that I need to do the following day. This sounds so simple! But it severely reduces my stress and organizes the millions of thoughts that I carry around in my head. When I leave the office, I find that I am literally and mentally able to leave my office and go home - because all of my to-do’s are safely inked in my notebook. I don’t have to spend any energy replaying and remembering them. And when I get to work in the morning, I look at my list and get right to work - I don’t have to spend any time figuring out what needs to be done.

2. I have a place to go that is all my own. For years, because ‘I was freelancer with a home business’, I assumed that I could work when I needed to wherever I could find a place to set up my laptop. That might work for some people, but for me, it did NOT. I have never been this productive in my life, and I know that it’s because I now have my very own 120 square feet of heaven. My office could be half this size, and the effect would be the same. When I’m at work, I work. When I’m at home, I’m home. Even if your work space is in your home - define it, seal it off. Compartmentalize.

3. You know what they say about dating: when your single it’s impossible to find a date, but the minute you begin a relationship, people are asking you out left and right. I believe on Sex and the City they referred to it as having your cab light on (for all of you SATC lovers). Anywho, the rule applies for freelancers - the busier I get, the more calls and opportunities I get. I suppose it makes sense because the busier I am, the happier I am and, I’ve said it before, people want to work with happy, productive people. Success attracts success…like a good musk.

how to become a freelance copywriter: FIND YOUR NICHE

A woman contacted me because she wanted to know how to become a freelance writer. She was caught off guard when I started quizzing her about her background and her passions. She was a trained dancer, steeped in the academic theater/dance world. So I told her to contact dance and theater schools, programs and camps, theaters, dance studios, dance and acting teachers, agents and coaches, costume shops, make-up artists…and on and on. When you look at it this way, a whole world of people that need marketing and copywriting opens up and there is an immediate bond, or trust, that is formed because of your common backgrounds, interest, skill, language.

In the big, wide world of copywriting and marketing, there is something to be said for finding a niche:

1. It will help you stand out from the crowd. And the crowd is big.

2. It will instantly endear you to an industry and/or community. People like people who understand them and share their passions. Birds of a feather…

3. It builds on your strengths and a language that you already know. You’re starting something new - why wouldn’t you want to start at the top of the content-familiar learning curve? When you do the job well, you’ve secured a reference, portfolio content and, hopefully, some word of mouth referrals.

4. It lends credibility when you’re self-promoting. They want to work with someone who they won’t have to teach or train 100%. So, if you don’t have a ton of professional writing experience (or a big portfolio), this can pretty much negate that handicap.

5. It instantly creates your first ‘audience’ for your marketing efforts. For instance, if you’re doing direct mail or cold calling, some of that blind date feel is removed.

6. When your focus is something you love and feel comfortable with, it will show in your work. If someone asked me to write a texbook about physics, I’d cry. It wouldn’t be fun and the work wouldn’t be as good as if you asked me to write an essay on, say, the delights of butter. I’ve managed to attract projects that are interesting to me and letter-worthy (in my mind, anyway) by showcasing who I am and my personality through my website, blog, other marketing materials and my interactions with clients who give referrals.

7. You may already have contacts who will be thrilled to hear from you. When you call your old dance teacher and tell her that you’ve started a business to help promote the importance of dance for kids, she’ll hire you in a second. Or, she may have some solid connections and be thrilled to make some calls and/or provide a testimonial.

What’s your niche???

how could i forget!

Ahhhhh! I forgot a biggie on the list of how to become a freelance copywriter:

Network: Joining one or more groups like BNI, your local Chamber of Commerce or online support and networking groups is critical. They provide you with the opportunity to get out there and meet people, learn how to network and build a referral team. And don’t forget to be an active participant on Web 2.0

how to become a freelance copywriter: THE OVERVIEW

This is a broadview list. I’ll be breaking each item down with greater detail over the next few weeks, but this is the overview of what you need to do to build a successful freelance copywriting business.

1. Know what a copywriter is. This is not an article about how to become a freelance journalist! A commercial copywriter writes the content for individuals, businesses and companies to support their marketing, advertising and/or promotional needs including: websites, blogs, ads, brochures, marketing packages, annual reports, speeches and on and on.

2. Figure out your niche. Everyone will ask you what it is, so have an answer - even if it’s that you’re a generalist. However, niches can be quite powerful in this business. What are your strengths, where is your expertise?

3. Get the tools you need. Critically, you need a computer, a phone, email and an internet connection amongst other things.

4. Create a portfolio. You will need to showcase your work, your skills and your style. This can be print or electronic (I’d have both…and I do.)

5. Develop marketing materials. You absolutely need a website and a business card. You just do, and I already wrote a bit about this topic.

6. Let the people know you exist. When I started out, I used a highly targeted direct mail campaign and had a 13% return rate (2% is the average). There are several ways to accomplish this and other self-promotion feats.

7. Start somewhere. Even if it’s volunteering your services. Get writing, build a reputation, do good work.

8. Keep learning. If I hadn’t been hungry for new information and allowed my business to grow…who knows where I’d be right now. My openness to expansion (of skills, mind and company) has been key to my success. Read everything you can, follow the advice that resonates with you.

twitters beware your tweets (and your grammar & spelling)

It’s come to my attention that ‘tweeting’ can get a little bit out of control. Tweeters are sending out messages rapid-fire style from phones, blackberry’s (Blackberries? What is the plural form?) and computer keyboards documenting their lives - sometimes to thousands of followers. Words are being made up that seem to have superceded the language of the text message. But at what cost? Many of them have forgotten how to spell or be coherent, forget grammatically correct, because they have to fit it all into 140 characters - spaces included!

Question to my writer friends and grammar nuts (sometimes one in the same): do we forgive these Tweeters because they are captive to the Twitter Boundary Police? Or do we welcome them to the world of copywriting where we have to write within the confines of our clients whims (yes, this is akin to 140 characters) on a daily basis???

Jst a qestn, no judgmnt hre.