using your blog as your portfolio or case study display, part 1

I recently wrote about the power of using case studies instead of a portfolio of finished work. And, I’ve realized that it’s almost the equivalent of a blog versus a static site. The portfolio pieces are static end products, while the case study is action, progress, collaboration, solution, process. Then Gem from The Lady Programmer dropped by with a comment about not needing to wait until projects were finished in order to display them via case studies. And, this made my mind just spin.

For instance, maybe you don’t need an official portfolio on your static site. In terms of cost (if you have to hire your web designer or master to make changes or if you use an intricate program to make it pretty or flashy), it would be much more effective to just post the finished projects, or better, the work in progress (case study style) on your blog, wouldn’t it?

Why do I feel like I’ve just discovered the electric orange juicer?

• You can instantly upload projects - keeping your readers and the world abreast of your latest and greatest achievements.
• The content, keywords and tags for each project and the industry it represents will bring in a whole new audience to your site.
• You have total control of when you post, including edits and updates.
• You can create a PORTFOLIO place on the blog, so everything is available on one page. This could be a static page on the blog with links out to each post or simply a new category.
• You direct people from your website (if you have a brochure site attached to your blog) to the PORTFOLIO section of your blog with a link and some copy.

Anyone have any good examples of people doing this already??? I’d love to hear about them.
(A little shout out to my tireless, award winning and phenomenal designer, Leslie Tane, who is at this very moment redoing my portfolio page, reading this post and thinking, ‘finally, Julie can handle this herself and is going to stop bothering me!’)

Coming tomorrow: Building a case study portfolio on your blog. How to do it.

me, virtually naked.

Working with people is key to the writing business - clients, graphic designers, web designers, printers, photographers, coders, techies, other writers. If I can’t get along with these folks, all is lost. I have been fortunate that these relationships usually go quite well. But sometimes they don’t.

I struggled with writing this post. Do I want you all to see behind the curtain? That some days are difficult? That I’m not perfect? That I make mistakes? And, then I laughed at myself, a bit cruelly. Who do I think I am? Who do I think you are? Of course you know that I’m human…sheesh.

So, I’m writing this post about business relationships gone wrong. But instead of telling you the sad, pathetic stories, I’m going to tell you what I’ve learned. Because this chick moves forward. I felt really bad for about an hour (or more) about each slip, but then I moved on - and here I stand, virtually naked, before you.

1. Slow down. When I rush and feel frantic about closing deals or solidifying partnerships, it’s not good. When I’m moving too fast, I ignore the red flags - I pretend that they are just red roses…that happen to be waving violently in front of my face. When I am in a rush, it oozes all over my clients and looks like pressure, bullying and desperation. Not pretty.

2. Check in with your gut. As things unfold, how do they feel. I hate to sound ‘Secret’-like. But your gut and how you feel really are excellent guides. I’ve had situations where I literally couldn’t write a word, as if my hands and my keyboard were both positive sides of a magnet - repelled from each other with an invisible, but tangible, buffer. The work didn’t feel right, and my very self could not perform the tasks.

3. Stick to your guns. Don’t let people push their agendas on your clients and your business practices. Remember that as a freelancer, writer, designer, business owner, it is your name attached to your work. Make sure that your own values are attached as well. You are your own independent, brilliant and successful person - act like it and stand up for what you think is right.

4. Keep some eggs in your own basket. Someone may come along with the promise of a partnership or a lot of work that they’ll throw your way. It will sound so good, too good. And it might be real, and it might be smoke. Explore it, take risks, stretch your options - but do not lose yourself, your clients, your business, your philosophy, your ethics or your cash flow in the excitement. Eventually, if say, over 6 months to a year, there are no red flags and the partnership is solid and productive, then you can bring the rest of the eggs with confidence.

5. Check in with those you trust. Did you watch the West Wing? I did, voraciously. There is an episode where President Bartlet (oh, how I miss you) is talking to the Secretary of Agriculture who was chosen to stay in the White House during the State of the Union so that someone could run the country if congress was bombed that night. And my dream president says, “If anything happens…do you have a best friend? Is he smarter than you? Would you trust him with your life? That’s your chief of staff.” This is not quite that severe, but I would reach for the sentiment. If you have people that are smart, honest and love you, take the time to bounce things off of them, let them read that email before you send it, let them support you and your challenges…and do the same for them.

There. Naked. How do I look? Better yet, how do you look? I’m going to go out on a limb and guess that you’ve made mistakes too - tell me what you’ve learned, and we can lean on each other…just a little bit.

writer’s block, shmriter’s block

I don’t believe in writer’s block. I do believe that sometimes your mind, fingers and assignments are not aligned - and the single most important thing to do….is not to push it. When you try to force it, you get resistance. And it hurts. If you follow what feels right, what’s working, (pardon me) where the flow is - it will lead you back around to the place where you were struggling.

Let me put it this way: it’s mud-season, you turn on your car and the tires just spin. What will happen if you keep trying? The wheels will spin deeper and deeper and you will get increasingly more stuck. BUT, if you add some sand, chains or rocks, turn the wheels in a completely different direction or better yet, go do something else until the mud dries to dirt - THEN, you will make progress and you will be able to move your car.

Here’s how I handle myself (and my work) when it just ain’t workin’:

1. I work on a different project. I find one that feels really good. For instance, writing this blog is something I love, so if I’m having a hard time with a client’s project, I’ll write tomorrow’s post (in fact, I’m doing this right now!!!). Once I shift my energy, produce something I like and feel accomplished, turning back to that original project is easy and all good.

2. I eat lunch. Have you ever looked up to discover that it’s 3:00 and you haven’t had a thing to eat or drink since 7am? I’m not suggesting that you eat every time you can’t think of a good word (that would be enabling a serious case of compulsive eating)…but our brains need food and drink to function. Make sure you’re taking care of your physical self.

3. Ahhh, the web. Web surfing is a brilliant ‘un-blocker’…I stumble upon (so that’s where they got it!) all kinds of great nuggets that inform current projects, future marketing strategies and general professional development. Also, if I’m supposed to be writing an article about marionettes, but I just can’t think of anything to say, I look at other sites. No, not to copy them - to springboard from them. As good as the web is, it can be very, very bad. Sometimes I find terrible websites about my topic which make me exclaim, “I can do better than that!” And then I do. I call it WPK (Web Pants Kicking) and I need some every once in a while.

4. The clock. Occasionally, I find myself unable to write even the simplest email. Confused by this predicament last week, I glanced at the clock and discovered that it was 6:30 and I had been working like a dog for too long…so I went home, and when I arrived the next morning, the assignment just flew out of my head.

5. Make a call. Contact someone who specializes in the field you’re writing about and interview them or just chat about what’s happening with their work…of course, this is a great way to use your clients or an outside expert - carefully consider which is most appropriate.

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.

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

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.

good friends, good colleagues, good ideas

I just had a fantastic meeting with two colleagues/friends, and it was incredibly successful. I can’t tell you what it was about…yet (that is so obnoxious!) But, I will tell you soon. What I can tell you is that when you are working creatively or devising big, blue sky ideas, collecting a small trusted group of smart, resourceful, inspired people is a great idea.

As the energy gets rolling:

1. Ideas build on each other.

2. For freelancer-types, it’s great to be around other people.

3.  Additional ears are the testing ground for thoughts.

4. The energy is sustained.

5. Accountability comes with the territory - you’ll keep each other on task during the meeting.

6. When everyone has unique skill sets, you can cover a lot of ground.

7. Everyone also brings their own weaknesses and these can be supported and filed down.

8. Plans are made going forward - including project deadlines and goals.

…ah collaboration. Does it work for you or do you prefer to work alone?  

do I need a copywriter? (prizes included)

Important question, here’s a questionnaire to help you decide:

1. Are you a start-up or are you adding a new product, service or branch to your business? If you are, you will need to create marketing collateral (content and design) to tell the world about your new venture. This can be done through a new web page, website, brochure, blog or with advertising and/or live and online social networking. And the content is critical: if people can’t easily understand and get excited about your new business - your announcement is useless.

2. Does your business need a face lift, a new perspective or a lifeline out of the 80’s? Using a professional writer is a great way to rehab your message and your marketing plan. If you can talk about what’s current, a good copywriter should be able to capture your excitement and expertise, add solid research and pull it together with their new perspective.

3. Are you so busy running your business that you have no time to market your business? A copywriting/marketing professional can handle this for you - and, I encourage you to let him/her. I’m a strong believer that people should do what they know. Why spread yourself thin trying to learn another profession…hire someone else to do that - your industry needs you right where you are.

4. Can you write? For many people, the thought of a blank page is Terrifying (yes, with a capital ‘T’). The stress it causes is bad enough…how about the time wasted while you stare at the computer and/or do everything in the world to avoid this writing task that looms heavily over your shoulder. (Think eating everything in the kitchen, watching 50 youtube videos in a row or playing online solitaire for five hours until you win.)

5. Do you think you can write? I hate to be harsh here, but…to quote one of my favorite movies, ‘Everyone thinks they have good taste and a sense of humor, but they couldn’t possibly all.” [First one to guess the movie, gets a prize - one of my favorite writing books of all time!] Same goes for writing - many think they can, and they can’t. Ask someone who will tell you the truth, better yet, ask a few people (not your mother). Get some honest opinions. If you can write, write. If you can’t write, call a professional copywriter.

6. Do you want to blow the competition out of the water? In the world of Web 2.0, content is critical. You may know your industry, but you have to be able to communicate with words to make the social web work for you - or to make any marketing effort work for you. A professional copywriter who understands social bookmarking, social networking and blogging, can take your business somewhere that your competition hasn’t even considered going. And, if they have gone there, well then, you’re still in the game.

7. Do you need a marketing department, but can’t afford to keep one? This is the beauty of freelance. You don’t need to pay the freelance copywriter’s vacation, health insurance and other benefits. This is fee for service, pay for what you get…whenever you need it.