Writing Success

You will find this rather weird. When I started out this professional writing service, I had every intention to keep my projects more on print. Imagine a young lad, aspiring to join the ranks of Bob Bly (website) and Joe Vitale (website) - contemporary trailblazers in the world of direct mail. Thus, my training and studies thus far have been focused on direct mail. Strange enough, currently 100% of my projects are online! It took a client/friend to point that out.

From Leisure Blogging to Professional Content

As a hobby, I keep Standing My Ground (link) on the side. It is my personal blog where I record my most dullest experiences and tender my ‘controversial’ views on politics and current issues. Ironically, this hobby became the foundation to Writing Success and From the Law Student’s Desk (link). Who would have thought: a simple activity such as blogging is a platform for exercise and training to provide web content or web copy.

While Standing My Ground is a personal blog, it is the oldest blog I have at the moment. You should not be surprised if I tell you this: I do grade that blog from time to time. Apparently, on the Google PageRank, Standing My Ground is a three (Report Link). When I did the same test, the PageRank was a 0. Also, the grade awarded improved significantly - from 55/100 in January 2008 to 77/100 about an hour ago. (Link to latest report.)

Fundamentally, what you should know is this: I constantly attempt to improve my blogging skills to comply with the latest trend and developments to ensure maximum effect. Where I lack, I try to fill it up. This is to ensure that the web content in the form of my personal blog remains on top of certain search terms. Also you should be able to see difference in the layout.

Taking Sermon into Practice

Talk is cheap - anyone can do it. Anyone can talk like a writer, but many fail to actually be a writer. As one who offers web content development and management services, I need to make sure that I can do the best for my clients. Thus, I continue to experiment with the best possible ways to ensure the best possible outcome.

Your copy should be friendly to the eyes. The compound shapes of each paragraph matters. Varying the length shows being written by a human being. Which would you be inclined to believe? A machine generated website? Or human crafted?

Notice the sentence? It’s written in speech style. Basically, in ways which engages you in a conversation. The challenge is really anticipating what you’re thinking. Imagine the rush. It’s like mind reading. Hypnotising, isn’t it?

Search Engine Optimisation, or SEO marketing. Not really my specialty. When you contract me, my job is to write the text/content. No more than that. While basic design would be provided where necessary, it is still basic. Think “sketch”.

When Writing For Clients

This is my favourite part; you would be able to learn a lot of my writing style - to make sure it complies with what you want.

I resent lengthy meeting and bureaucracy. I prefer to minimise the meetings. If there’s something you need to tell me, do so via email. Post the information to me. Why? It saves both of us time, energy and money. The more I move to complete your project, the higher the fee will be. Why? Travel expenses.

There’s this poster hanging on my wall, I’m not sure if you have it in your office: Sell your customers what they want, not what you think they want. I wholeheartedly agree. You’re paying me to write to sell, market or promote your product. So I just write. Subject to terms and conditions, I write what you require. I will tender my professional advice. Expect the final draft - before the rewrite - to comply with proven formulas used, tried and tested. If you do not like the arrangement, well, I can explain the reason. Unless you decide to adopt the advice, I will rewrite the project to your specification. Simple, ain’t it?

Constant R&D So You Benefit

Before I end, you should know that I do attempt to get hold of the latest development in this field. Sometimes I suspect I’m going beyond the thresholds of regular 21 year olds. You can expect legal-like approaches to problem solving. Identify the issue, state the principles and later apply. Finally, conclude the arguments. (Link: ILAC/IRAC)

WHY FREELANCERS NEVER HAVE NO WORK

            What do you do when you have no project? For freelancers and the self-employed, this question seems relevant especially when you’re just starting out. Just because you have no assignment, does it mean that you have no work to do? While some of us can afford to sit idly and comfortably, most of us still need to do something. It can be marketing, self-improvement or developing our services.

Task # 1: Marketing

            In any article or book on start-ups, you will find a section dedicated to marketing. Marketing not only encompasses advertising in its traditional sense. In today’s world – especially if you’re in the service industry – you need to market yourself!

            Set up a blog or a website. Get your presence known in cyberspace. But cater it for your prospects. Remember that you’re selling your service while many surfers are there to pass the time. Carefully craft the content to convince prospects to hire you.

Blogs are easy to create. In his book Blogger, Blog, Blogging, Rosli Jamal states that 40,000 blogs are created everyday! But before you register and create one, you might want to shop around for the best blogging site for you. Unlike traditional websites, blogs are more interactive and updated. With a blog, you can market to the world. And remember to update your blogs.

Besides that, you should have a soft copy of some sales and promotion materials available online. It can be a brochure explaining your product or service. It can also be an information kit containing all the information your prospects need to know about you. Why soft copies? Because you can email them immediately or print them out where necessary.

Never ever forget your appearance. I’d like to regard this as “first impression marketing”. Prospects are interested in professional looking writers and entrepreneurs who (at least) look the part. People judge the way you look and dress every time. If you look shabby, incompetent, and messy, the door will just slam in your face.

There are many books on the market which elaborates on this subject. You can access the same information online. It’s just a matter of will. Remember that you cannot afford to look less than professional and successful.

Task #2: Self Improvement

            Just because you’re just starting, it does not mean you should stop efforts to improve yourself or your product. Say you product is absolutely perfect; you still need to improve other areas of your business. Customer service for example. Despite how good your product is, terrible customer service leaves a bad impression the product (and your reputation).

            So what if you’re new? Develop your skills and abilities. If you’re a wrier, read more and write more. This expands your abilities tremendously. Not to mention improving yourself also widens the windows of opportunity.

            Get yourself certified. Enrol in classes and join seminars on topics relevant to your business. Just by doing that, you might even meet you prospects there.

            Many seem to take this for granted – even after they succeed. Because of this, veterans and experts loose out to new faces.

Conclusion

            There are still a lot of things which you need to do. Because you are new, you need to be more aggressive and adaptive. As they say, time is one commodity you can never renew. Don’t gamble your future or even you business’. For your efforts today, tomorrow’s rewards would be better.

(c) 2008 Aldric Tinker. All rights reserved.

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WHY AREN’T YOU SHARING YOUR EXPERIENCE?

            With the convenience of a blog, I’m starting wonder why there are some entrepreneurs and consultants who do not share their experiences. You don’t need to disclose everything. But the more experience you share affects the respect and perception of your reader.

            Professional writer Robert Bly recommends novice writers to write articles or even a book. The reason? It positions you as an expert. Sharing your experience shows that you have handled a certain situation and producing a positive outcome.

            With the invention of blogs, you now don’t have to worry about editors anymore. The only editor that you need to impress is yourself. But be wary of how you write and present you ideas. Your readers may have different approaches.

            No experience is ever dull on the Internet. An avid reader is sure to find your blog – thanks to search engines. Capture their attention by showing how your experience distinguishes you from the rest of the pack.

            I believe that the rules of advertising and marketing are absolutely different now. You don’t need big bucks or a lot of effort. Just 15 minutes a day is more than enough.

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GROWING YOUR BUSINESS

            Before you try to reach for the skies, you should have a solid ground to stand on. At an airport, the runway needs to support the coming and going aircrafts. The terminal building should be able to accommodate the volume of visitors. That’s why when the airport is being built or renovated; all these data must be taken into consideration. Because you cannot afford to renovate every month. You don’t have the time and energy for that.

            At one point or another, you’d certainly want to expand your business. You may have been anticipating for this. Or it was forced upon you. If you’re local, you might at least consider going regional. Why not tap into the international market as well? The rewards are never ending. But do you know how to go about this? Fortunately, it’s not as complicated as running an airport. But at the first stage, you need to do a bit of forensics work.

            You better know your strengths and weaknesses before that A380 or B747-400 begin its descent. Is your business able to satisfy a larger demand for your product or service? Do you have enough capital (money) and manpower (energy)? How soon can you get them? What about your current customers; what do they say? What is it that they like about your business that they keep coming back? Can you use this in your favour? The golden rule “Know thyself” applies not only to you but also what you do.

            What about the weather? Do you anticipate a bit of turbulence during flight? Or could the hail and rain end up grounding the aircraft and closing the airport? You will need to be aware of the threats that stand in your way. Do not neglect the risks involved in this operation. Are you aware of who your competitions are and what they are doing?

            I’m shy of the “Opportunity” bit to make it the SWOT analysis. Instead of going that direction, I need to ask you compare your strengths and weaknesses against the risks. Can you outmanoeuvre the other side? Where does the advantage lie in your part?

            Are you convinced beyond reasonable doubt that you and your enterprise can expand? If you are, you have completed the first stage and can proceed to plan your expansion. Captain, you are cleared for takeoff.

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Why My English Lecturers Would Kill Me for Writing

            English lecturers (and teachers) and copywriters just don’t mix. While they try their best to teach proper and correct English, we’re out to destroy it – courtesy of commercialisation. The problem is sales literature isn’t Shakespeare. It does not have to be complicated. We keep it simple.

            While writing for scholastic assignments, long sentences are acceptable. In fact, we’re supposed to write is such a manner that we sound professional and credible. Whereas for copywriting, it’s different: short sentences rule! We write like we’re talking to a friend. In conversational tone.

            Unlike writing for academic purposes, we write to talk. Instead of communicating ideas, we share information. That’s why you see so many conjunctions.

            Why else will they kill me? Because I didn’t repeat the question. I start my sentences with “because”, “but” etc. Just like the previous one. But for us, it’s normal – especially when we’re talking.

            Our prospects’ customers and clients want to know about a product or service. The last thing they need is a lecture or a text book. Also, we write to fit our medium. Headlines from two words and the body up to 500. The exception? When we’re writing white papers.

            These are some reasons why my English Lecturers would kill me for my writing. If there was a grammar police, they’d report me. Why don’t you share your own experience? Just leave me a comment and I’ll get to you.

(c) 2008 Aldric Tinker. All rights reserved.

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INTRODUCING THE COPYWRITER

        When I registered business with the Companies’ Commission of Malaysia (SSM), I had to explain to the various officials the service I’m selling. The problem was not just there. I had to explain to some of my colleagues as well. They know what a writer is and they have an idea of what graphic designers do. Unfortunately when you say “copywriter”, it becomes something else.

        Let’s start simple: what is a copywriting? Firstly, it has nothing to do with copyright. While they are homonyms (they sound the same), they have nothing to do with each other. To quote Steve Slaunwhite in The Everything Guide to Writing Copy, copywriting is “writing the words that are printed, spoken or displayed in any type of advertising, marketing, sales, and publicity piece”. And a copywriter, according to Robert Bly, is a salesperson behind the laptop/computer/typewriter.

        Not all copywriters call themselves that. First it depends on the medium they’re writing for. It is also whether they are in-house writers or independent (freelancers). They may be ghost bloggers, marketing managers, PR manager, speech writers etc. As for me, my card says I am a “freelance writer & copy consultant”.

        A rose by any other name is a rose. What distinguishes copywriters from “traditional” writers is that we do: “business writing” or “corporate writing”.

        I hope this clears the cloud a bit. At least you know what “copywriting” and who “copywriters” are. As I conclude, I attach the copyright notice at the end. Happy surfing.

(c) 2008 Aldric Tinker. All rights reserved.

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Tags: CLIENT ORIENTED, customer service, freelance writer, client-writer relationship, writer-client relationship, positive relationship, returning customers, returning clients

    Have you ever wondered what makes a retail store successful? Why do you prefer one shop over another just to buy the same thing? To quote my uncle who has been in the retail industry for over 10 years: service. Where do you put your efforts more? In the end product or in your clients.

    As a freelance writer, my ultimate goal is to win clients. While being hired for projects are important, but it does not surpass positive and healthy writer-client relationship. With over 8 billion people on earth, over half can write. But how I treat my clients distinguishes me from my competition.

    I throw in one free initial consultation meeting and two free revisions to make sure that I am in the same page as you. Why the trouble? Because you’re hiring a writer to sell your products and service. Because the press release and media kit I tweak up can make or break you business’ goodwill. Because at the end of the day, the number of sales you make from that reflects the effectiveness of my writing. Robert Bly offers the writers, both new and old, some valuable advice in Secrets of a Freelance Writer. He warns of how quickly a writer can loose a contract just because of ignoring her prospect’s needs.

    When preparing the copy, a good writer will make sure the client’s needs and the wants of the consumer are the same. Manipulation of the various formulae and maintaining a high degree of integrity and ethics makes the writer – and the client – more credible and trustworthy in the eyes of the consumer.

    In completing my end of the bargain, I try my best to reduce meetings. If possible avoid them all together. With the Internet and telephone, there are other ways to share information. After all, time is money for both my client and I. That is why to save our time; the final draft submitted would be error free.

    Honesty is the best policy. I don’t believe in telling clients and promising them the world when you have no idea how to complete the assignment or if you lack the time. As the vendor, I am at the accepting end. If I accept my client’s offer (project), a binding contract is formed.

    In Seven Steps to Remarkable Customer Service, Joel Spolsky shares inspiring and educational experience on how important customer service. While getting new clients every now and then is good, returning clients are better. In fact, it carries at least two benefits: returning clients reduces the need to generate leads at 100% and they can introduce your service to their contacts.

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