Copywriter Confidential

Do You Understand Your Creative Process?

Last night, I couldn't sleep.  I recognized the nagging feeling.  I'd had it many times before.  After tossing and turning and wrestling with myself, I gave in.  I lay there still and quiet.  Calmness set in.  And then, it hit me - the headline for the web page I was writing. 

"Damn it," I yelled, waking my husband in doing so.

"What is wrong with you," he asked.

"I knew it!  I knew it,"  I fussed reaching over the side of the bed to ramble for pen and paper.

"Knew what," he asked in frustration.

"I knew this headline would come to me as soon as I got in bed.  Did you move the pen and paper I had beside the bed?"

This is a true story.  And, it has happened to me a lot.  I've been stuck on a piece of copy for a landing page, brochure or some other marketing piece.  I go to bed only to be awakened in the middle of the night by an idea. 

That's my creative process. 

I function better as a writer in the wee hours of the morning and late at night.  Other times are when I'm riding in my car or shopping for groceries.  So, I keep pen and paper at my bedside, carry a pen and small tablet in my purse and write while I'm driving.

Where are you when you get ideas?  What are you doing?

Here's a tip:  Keep pen and paper near you at all times.  Ideas can hit anytime, anywhere.

Cheers,

Ayana Glaze - Editor
Copywriter Confidential
Web and SEO Copywriter

The Freelance Commercial Writers Guide to Getting Paid

I've been talking about writing this book for more than a year.  Well, it's coming in Spring 2007.  The Freelance Commercial Writers Guide to Getting Paid.  This book is for any writer who is tired of prostituting his or her writing talents.  Getting paid what you're worth starts with a mindset.  You have to see yourself as a professional.  You provide a valuable service just like a lawyer, accountant or doctor.  You don't see any of them starving do you?  So, why should you?  Check back later for chapter teasers, quizzes and more on this upcoming book from me, Ayana Glaze. 

Plant Seeds in Fertile Ground

In my last post, I told you how complacency almost killed my business.  The keyword here is ALMOST.  What saved me?  Seeds I planted months, even years ago in fertile ground.

First seed…

A couple of years ago, I was in search of a mentor in my chosen area of specialty – seo copywriting.  I found Ed Hill, then of Ed Hill PR, in Atlanta.  I picked up the phone to call Ed.  I introduced myself and made my pitch.  He checked out my site content and rank then agreed to mentor me.  In the midst of planning our deal, an ad agency snatched him up for fulltime search engine marketing. Boy, was I depressed!

Fast forward, two years later.  My phone rings, and I answer.  A voice greets me, “Hello, Ayana.  It’s Ed Hill.”  Ed, now working for an Atlanta interactive marketing agency, contacted me about an seo project.  I bid on and won the project, and I’m currently working on it.

Next seed...

I notify a well-known writer that his website copy has been plagiarized.  He believes me, even though the plagiarist immediately changed the content upon me calling her out about it.  The well-known writer is also a member of an Atlanta writers’ organization of which I am also a member.  He knows I am working on optimizing the content for the organization’s website.  I also make known to the writer that I now specialize in seo copywriting.  He says he’ll keep me in mind for project requests he gets for seo.  A few months later, I get a call from a design company with an seo copywriting project.  This is a referral from the well-known writer.

Another seed... 

A designer contacts me from an article I wrote and posted on the web.  He has a client who needs a presentation.  I contact the client and get the project.  This project is now near completion with the promise of more work in 2007.

I have more of these stories.  Some have resulted in immediate work.  Some have resulted in projects scheduled for 2007. 

Have you planted any seeds lately?  If yes, where?  If not, start planting them now.  Write articles.  Call contacts.  Introduce yourself to potential business partners.  Whatever seeds you plant, make sure you plant them in fertile ground, so opportunities will sprout to keep you afloat in lean times.

Warning! Complacency Can Kill Your Business

I’m entering my annual review period. And, you know? I’ve been pretty down this year. And, it’s my fault!

Wow! Harsh words coming from a so-called professional writer, huh?

Not really.

You see. I didn’t follow some of my own advice. I became complacent. I started technical writing in 2005, working mainly onsite. The money was regular and good. But, I let my business slip. Each time I’d get an ongoing assignment (usually onsite) I’d say I’m going to send those postcards. Or, I’m going to really get focused on my area of interest. But the reality was I was comfortable – more like complacent.

Complacency almost killed my business. Not the lack of referrals. Not the lack of clients in need. Just plain old every day complacency.

As freelance writers, we can’t afford to be complacent. In our business, the highs are high, and the lows can be really low. But there are things we can do regularly to shield ourselves in the slow times. Here’s some advice from a lesson I learned the hard way.

1. Keep networking. I don’t care how tired you are. Drag yourself to quality networking functions at least twice a month. Pass out cards. Make some connections. Try networking online.

2. Do self promotions. Strive to write an article per week and submit it to blogs, newsletters and online article repositories. Speak at online and in person events that reach out to your target market.
3. Do direct mail. Send a direct mail campaign at least one a month to a targeted audience. You might not get work today, but that campaign could pay off big tomorrow.
4. Make some calls. I’m not a huge fan of cold calling. But, it’s something that should be included in your marketing plan. Try to call at least 20 to 50 qualified businesses per week even if you have to leave voicemail.
5. Join organizations that matter. Join an organization that puts you in front of the kind of people you want to work for and with. Also, join organizations for writers, designers and other creatives hangout. There’s so much to write out there that your colleagues can be good resources for work.
6. Create information products.Get another line of income, so you’re always generating income.
7. Follow up.Reach out to a colleague, professional acquaintance, prospects or customers. You never know what might be in the pipeline or who they may know who needs services you provide.
8. Do something. Do whatever you do to market yourself – warm emailing, cold calling, website, direct mail or networking. No matter what it is, just do something.

I failed to do these things, and complacency almost destroyed my business. Don’t let what I let happen to me happen to you. Remember complacency kills good businesses.

Ayana Glaze - Copywriter
Copywriter Confidential - Chief Editor
Ayana@AyanaGlaze.com
www.AyanaGlaze.com

Current Readings

As it nears the end of the year, I'm bulking up my reading.  I've really started to see my style and it fits more long copy, journalistic style writing.  I realize that case studies and possibly white papers (not quite ready to make that leap yet) might be good areas for me.  So, my current readings related to this are:

• Mike Stelzner's Writing White Papers: How to Capture Readers and Keep Them EngagedWriting White Papers: How to Capture Readers and Keep Them Engaged
• Steve Slaunwhite's Cracking The Case Study Market

I'll keep you posted.  In the meantime, what are you reading?

Ayana Glaze - Copywriter
Copywriter Confidential
Ayana@AyanaGlaze.com
www.AyanaGlaze.com
(678) 571-4131

Mike Stelzner's 2005 White Paper Writer Industry Survey

Have you ever heard or read about a hot new trend in copywriting? Have you thought you found a niche but were uncertain what the market would bear, how to break in or where to market? Well, Mike Stelzner sets the bar high in the 2005 White Paper Writer Industry Survey.

Mike's surveyed hundreds of in-house and independent white paper writers to get down to the nitty gritty of the white paper and compiled his findings into one easy read. The 2005 White Paper Writer Industry Survey gives you exactly what you need to make an informed decision about leaping into white paper writing as a specialty or as an added service.  From getting started, to fee scales and everything in between, Mike gives you facts without all the hype when it comes to white papers.

This quick and refreshing read gets 4 pens.

If you're thinking of writing white papers as a service or niche, get this survey ASAP.

Happy reading!

Ayana Glaze - Copywriter
Copywriter Confidential - Chief Editor
Ayana@AyanaGlaze.com
www.AyanaGlaze.com
(678) 571-4131

Keep Calling a Little Encouragement from an Unlikely Source

Just thought I'd share this little tail of cold calling encouragement from someone I co-called one day. I was calling mortgage lenders. After calling about 20 of them, I spoke to a gentleman who said he only did radio advertising and the station wrote his copy for him.

"Keep calling though," he said. It's a numbers game. Keep calling and you'll find someone who needs you. It's all in the numbers, so I'll let you off the phone so you can keep calling. Good luck!"

At first, I thought what a cool and encouraging way to blow someone off. Then, I followed his advice and kept calling. The next call resulted in a gentlemen who said he didn't have anyone writing for him, but to call him back at 2pm, because he wanted to speak with me.

I guess the guy was right. It's all in the numbers. Oddly enough, I'm finding that I've become more comfortable with cold calls.

Cheers!
Ayana Glaze - Copywriter
www.ayanaglaze.com
ayana@ayanaglaze.com
(678) 571-4131

Have you created your annual success plan?

I learned a lesson a couple of years back. That lesson was to take the last two weeks of the year and reflect on my successes and failures, goals reached and not reached, and strategies that worked and didn't work. I ask myself what worked, why I didn't reach a goal and what I can do differently to reach it in the new year. Then, I create my success plan for the coming year following a business plan format. Try it.

• What do I do? - It never hurts to redefine your business. Are you a writer only? Or, are you a consultant or coach?
• What are my income goals? - Decide now how much you want your gross salary for the year to be. Consider this when deciding on services, prices, funnel services and clients you'll try to reach.
• What will I offer? - Do you offer a service that you don't enjoy? Get rid of it. Replace it with a new service you'd like to offer. Did you get a request for a project you'd never done before, but enjoyed it start to finish? Add it to your list.
• To whom will I offer it? - Do you have any new clients you want to serve? Maybe you were going after a deadend market. Do you have a high profit industry you'd like to hit?
• How will I market my services? - Is direct mail working while cold calling isn't? Step up the direct mail and relax on the cold calling. Get a website. Start a newsletter. Write press releases. Network more. Make 700 cold calls. Send 1000 direct mail post cards. Get your marketing strategy together now for better results later.
• How much will I charge? - Dust off that "Writer's Market" or get a paid subscription to www.writersmarket.com. When you are setting your prices, it will prove invaluable. Check out other writers' prices. Some post their fees on the web. Consider your income goal for the year when pricing your services.
• How will I fill my funnel? - Plan to create additional income with products related to what you do. Create seminars and teleclasses. Sell them on CD. Write e-books and special reports to sell. Offer a coaching service. That additional income will go a long way in helping you reach your financial goals.
• What will be my rewards? - Evaluate your progress monthly, quarterly and annually. Are you on the way? Reward yourself for sending out 500 direct mail packages in January, for making 700 cold calls in quarter one, for completing your e-book. Rewarding yourself along the way will keep you motivated. So, take that cruise. You deserve it.

Try it and write me at ayana@ayanaglaze.com. Let me know how you progress.

To your success,

Ayana Glaze - Copywriter
http://www.ayanaglaze.com
ayana@ayanaglaze.com
(678) 571-4131

Welcome Fellow Copywriters!

Welcome Fellow Copywriters!

I'm so excited to relaunch Copywriter Confidential - a blog for Copywriters by a Copywriter.  In Copywriter Confidential, you'll find posts about:

• Being an independent writer and consultant
• Book reviews
• Website reviews
• Running a copywriting business
• Getting paid
• And way more

It's my desire for this blog to be a real resource for all of us as we face the ups and downs of running a successful copywriting business. Feel free to comment and post your tips, comments, and constructive criticisms.

Happy Writing!

Ayana Glaze - Copywriter
www.ayanaglaze.com
ayana@ayanaglaze.com
(678) 571-4131