PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar this month. Details.
Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I started a series of posts entitled "40 Days to a Successful Freelance Writing Career."
To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .
Freelance Writers: How to Get Found on the Internet Using Labels & Tags
Ever since I interviewed Dan Rosandich for Inkwell's newsletter, I've been thinking of ways I can do better with positioning my site online. Dan's been a freelancer for over 30 years, so when someone with that kind of success hammers on a point -- as he did about using the web to get clients -- I listen.
Anyway, my site and its blog both have pretty good PR rankings (4), but only because they've been around for so long (website since 1999 and blog since 2005). It's definitely not because I know what the heck I'm doing when it comes to search engine optimization.
Don't know what PR rank is? I explained it in the e-book on article marketing I wrote. FYI, this e-book is free with this offer.
How to Investigate Your Website/Blog for Web Popularity: A Mini Case Study
At any rate, I did a little investigation of my site, InkwellEditorial.com, using Google. I typed in popular search terms one might use to stumble upon my site and/or its blog, eg, "freelance writing;" "freelance writing jobs;" "writing jobs;" etc.
Neither were anywhere in the first 10 pages of results for these popular phrases, which is widely accepted as where you want to be in search engine results.
"Hmm,"I thought, "what can I do to get better search engine positioning?" As I'm not about to spend chunks of time on this, I wanted some simple things I could do that would help over time. And, one thing occurred to me -- tags, ie, my blog tags/labels.
What are these? At the end of every blog post, you will see the following:
Labels: free ebook, freelance marketing advice, freelance marketing tips, freelance seminar
These are the labels, aka tags, for a particular post. They are, in effect, the search terms an internet surfer uses to find info on line. Tagging your content correctly is critical to getting listed in the results that pop up when a user is looking for your type of product/service.
POST CONTINUED BELOW
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FREE E-Report: How to Make $100/Day as a Freelance Writer! Simply send in your email address and the report will be emailed to you absolutely free.
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For my tags, I usually enter something like "freelance writing seminar." If you do a Google search, InkwellEditorial.com and InkwellEditorial.blogspot.com com up 3 times on the first page for this search term. In fact, InkwellEditorial.blogspot.com com is the first listing.
However, when most are looking for info on freelance writing, they're probably not going to be looking for a seminar, but an article, an ebook, a blog entry, etc. So, I want to be first for those popular terms one might use to find info on freelance writing, ie, "freelance writing jobs."
How One Minor Change Can Make Big Difference in Your Search Engine Positioning
From now on, this tag/label (freelance writing jobs) will go on every one of my blog posts. Then I will list specific tags/labels on the particulars of what that post was about (eg, ebook writing).
Why tag/label like this? Over time, as Google spiders my blog, it will pop up high in the results related to freelance writing. And, I will have achieved a major goal -- improved my search engine positioning without adding a lot of time to my already packed schedule.
Why add this particular search term if the post is not about "freelance writing jobs?" Because, my blog and its site are about the business of freelance writing. So, in fact, every post is about "freelance writing jobs," as in, how to get one.
Some terms InkwellEditorial.com and its blog do rank high for? "Copyediting jobs;" "editorial jobs;" "freelance writing advice;" and "freelance writing tips;" to name a few.
So, all is not completely lost!
Marginally lost on the web,
Yuwanda (who is this person?)
Tomorrow's Post: We'll discuss how to find popular search terms that your site needs to rank well for for you to get found on the net -- and how to use them to your advantage.
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What’s in Inkwell Editorial’s Newsletter? Freelancers who make very good money doing what they love. Inkwell Editorial's newsletter features these successful professionals who put to rest the phrase, "starving freelancer." Subscribe to read all previous issues.
Current Issue: For all you artists our there (illustrators, cartoonists, photographers, this one is for you). I interviewed successful cartoonist Dan Rosendach. He’s been a freelancer since 1976 and lays out some very interesting marketing tactics for keeping the business rolling in.
Next Issue: 10/17. Sue Fagalde Lick, author of Freelancing for Newspapers, has graciously agreed to be interviewed. Whether you are an experienced or inexperienced freelance writer, this is one market that eagerly accepts freelancers, as Sue outlines in her book.
Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Get the e-report, How to Make $100/Day as a Freelance Writer -- free! Log on to http://www.FreelanceWritingWebsite.com for details.
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Tuesday, October 02, 2007
POST #26: 40 Days to a Successful Freelance Writing Career
Wednesday, September 19, 2007
POST #19: 40 Days to a Successful Freelance Writing Career
PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar in October. Details.
Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I've started a series of posts entitled "40 Days to a Successful Freelance Writing Career."
To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .
Freelance Writers: How to Get Noticed in Print
Remember in Post #9 when we talked about shock marketing and Post #5 when I explained two ways to get free PR for your freelance writing business.
Well, this kind of combines both of those posts. Today I want to talk about how to get noticed in print.
I was surfing the web the other day and ran across an article entitled, Burns Says Wooing Turlington Was Tricky. I clicked on it because the title intrigued me (as much as I hate to admit it, I’m somewhat of a celibrivoyeur!).
The last line of the article went like this: “Next month, Burns' new romantic comedy, "Purple Violets," will become the first featured film to be released and distributed by iTunes.”
You may be wondering, “What’s that got to do with getting noticed in print?”
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Want to learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor? Inkwell Editorial's upcoming Freelance Writing Seminar will tell you how. Details. It's a career anyone who can read and write can start with the right information.
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Well, quite simply, you have to suck readers in with something that interests them before you tell them about something they may care less about.
In this example, I could care less about Ed Burns’ new movie, but how he wooed supermodel Christy Turlington was interesting for me. The bulk of the article focused on this – and at the end they threw in that, “Oh, yeah, he has a new movie coming out too.”
So, rather than go into a long post about effective headlines, grabbing your readers’ attention, and employing shock marketing tactics, I just wanted to remind you that you have nanoseconds to catch your target's attention.
And, the way you are going to grab it most of the time is with a headline that appeals to something they want to know about. There are many ways of doing this, and personalizing a piece is one bankable way to make sure it gets noticed.
Photos/graphics serve the same purpose. Many times, it's the graphic that draws the subject to the written word.
The lesson here? The right graphic can draw the reader in and your headline and the first one or two sentences of what you write is extremely important. Some experts estimate that you have only 3 seconds to catch someone's attention.
If there's a photo, you've already lost one second -- so in your marketing: i) get to the point quickly; ii) make it relevant to the reader (ie, state a benefit); and iii) end strong with a specific call to action (eg, call, email, fax, etc.).
Good luck!
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What’s in Inkwell Editorial’s Newsletter?
Missed the last issue of Inkwell's freelance writing newsletter? The 9/12 issue featured an interview with freelance writer, Gordon Graham, aka, that white paper guy.
Gordon charges $90/hour just to edit a white paper and a minimum of $4,000 to produce one from scratch. Wanna know what he had to say? Sign up to receive your copy to read his informative, in-depth interview.
Next Issue – 9/26: For all you artists our there, I interviewed successful cartoonist Dan Rosandich. He’s been a freelancer since the mid-70s and details some very interesting marketing tactics on how to keep clients rolling in. He gives A LOT of very specific marketing info -- you won't want to miss his interview!
Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
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Thursday, September 06, 2007
POST #10: 40 Days to a Successful Freelance Writing Career
PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar in October. Details.
Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I've started a series of posts entitled "40 Days to a Successful Freelance Writing Career."
To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .
The Big Lie Surrounding “Company Image”
Many freelancers assume that it’s the size of the client company that dictates the image of their company. Eg, if you write case studies, for example, your target market is most likely going to be mid- to large-sized companies. Hence, one could easily assume that your company’s image would be professional and reserved.
However, in my experience, this isn’t necessarily true. In my experience, it's the type of industry served that could dictate your company’s image. The reason could is italicized is that I’d even go a step further and say that it is the company’s owner (you) who decides the image. Why?
Because I don’t believe in forcing yourself to be something you’re not. If you naturally have more of an artistic edge, but like finance, then meld that. You could bring a fresh, fun image to the world of finance.
When you are yourself, you free yourself to naturally be better – without worrying about what image you should be trying to project. Instead, you just – project.
What Do You Think of Me?
I attend a lot of networking events and meet a ton of people – really nice people. People I like and wouldn’t hesitate to help out at the drop of a hat. EXCEPT when it comes to business. Huh? What do I mean?
Today’s topic is your company’s image. AND, I want you to forget terms like branding and image. These are Madison Avenue terms that look good on a glossy brochure, but don’t help you grasp the seriousness of the issue. So, I’m going to relay a story to illustrate exactly what I mean.
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Want to learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor? Inkwell Editorial's upcoming Freelance Writing Seminar will tell you how. Details. It's a career anyone who can read and write can start -- with the right information.
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What Is the Difference Between a Bun and a Ponytail?
When I ran my staffing agency in New York City, for our outsource division, we used a staff of independent contractors (freelancers) to complete projects. Sometimes, the client would request that the person who worked on their project come into the office for the day.
I had one editor/copy editor/proofreader who was phenomenal – I mean, I never had to check her work because it was always top-notch. She always completed projects on time – usually a few days before, like clockwork. And, she turned projects in with detailed notes that usually gave the client ideas for how to make the project better. She was simply amazing.
BUT, I hesitated to give her projects where a client would likely want her to come onsite. I’d usually give the project to another freelancer. Why? Because she was slightly rumpled.
Her personality – outstanding. Work – impeccable. But, her look was one of disorganization. Let me stress, she didn’t break any overt grooming habits (eg, dirty clothing, body odor, bad breath, etc.).
So, what was “wrong” with her? For example, she had cats and invariably you could see stray cat hairs stuck to her clothing. She usually wore her hair in a ponytail that streamed down the middle of her back – but it wasn’t a neat ponytail. The hair had split ends and usually many of the hairs escaped her scrunchy. She tended to dress in “comfy” clothing that were more weekend wear than office attire (eg, sweatsuits or long, billowy dresses).
My agency’s clientele ranged from biggies like Random House and McKinsey & Company, to small, one-person graphic design firms.
I hesitated to send her onsite at the larger firms because her dress was not professional, and I hesitated to send her to smaller clients because I wanted to leave them with a certain impression of my company. Specifically, we are a professional company with professional workers who do impeccable work.
There were many times I wanted to grab her, put her hair in a simple bun and dress her in a monochromatic suit or simple business dress. But, I never did. I simply didn’t pass some projects her way.
The Lesson Here: Many people will never tell you what they think of you, your company or your customer service. They will simply stop using – and you won’t have a single clue as to why.
Why You Should Develop a “Company Culture” Before You Have a Company
While you may think that your company’s work speaks for itself, everyone you deal with – and refer – speaks to who you are as a company. So, it’s up to you to always make sure that you:
(i) have an idea/image/company culture in mind that you want to present to customers – before you open your doors;
(ii) take steps to foster and grow that image (eg, make sure your advertising and marketing efforts are in tune with your company’s image); and
(iii) ask customers how they perceive your company. This can be done via surveys, feedback solicitation, and/or a simple emailed questionnaire.
Tip: Before you start lining up clients, workers, vendors, etc., think about the type of person/company you’re bringing to your company (or the type of person you refer to others). A prospective client can think the world of you personally, but will hesitate to recommend or use you if you’re lacking in some areas – areas that aren’t even relevant to the job at hand.
NEXT POST: In Post #11 tomorrow, I’ll go over some business tips I got from Keith Bishop of Pitch Graphics, who will be a panelist at the upcoming seminar in October. He’s been in business for 25 years and he was kind enough to let me pick his brain over lunch today.
Note: Seminar attendees -- you're in for a real treat. Keith has a wealth of information that I don't think even he realizes the true value of. And, he shares so freely. I was soaking it all up -- to share with you, of course!
What do you think? If you have questions, comments or observations about this post, send them in. Email them to info [at] InkwellEditorial.com.
Editorially yours,
Yuwanda (who is this person?)
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Coming Next in the Inkwell Editorial Newsletter
September 12: Gordon Graham. We ring in the “editorial season” by interviewing Gordon Graham, aka “that white paper guy.” Gordon writes and edits white papers and case studies. He charges $90/hour just to edit a white paper and a minimum of $4,000 to produce a white paper from scratch.
Most freelancers don’t even dream of making this type of money. Now, do you see why I had to interview him?! I can’t wait for this interview.
Missed the latest issue of Inkwell's freelance writing newsletter? The 8/15 issue featured an interview with B2B freelance writer, Meryl K. Evans. Want to break into this very lucrative market? Meryl's interview sheds some detailed light on how. Sign up to receive your copy to read what Meryl had to say.
Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
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Friday, August 24, 2007
Post #1: 40 Days to a Successful Freelance Writing Career
Play Mind Games to Increase Sales
PUBLISHER NOTE: This is the first post in what will be a 40-post series entitled, 40 Days to a Successful Freelance Writing Career. This series will shed light into what will be discussed in the upcoming freelance writing seminar in October. Seminar details.
Get Inside Your Clients’ Head – Before You Meet Them
As the title of this post suggests, learning how your customers think and behave will make “selling” to them so much easier.
The reason selling is in quotation marks is because I don’t believe in selling and I hate to be sold. A seller’s goal is to get you to buy – because it benefits them.
I believe in “sharing my services” with prospects to benefit them. My marketing credo is, ”If you help people get what they want, you will automatically get what you want.” Sound familiar? I stole this credo from some famous person, whose name escapes me right now. I think it was Zig Ziegler. So, how do you go about this?
Getting a yes from a client is less about your skill as a writer (editor, photographer, illustrator, etc.) and more about what motivates them to want to use your services, ie, knowing their company psychographics.
As defined in yesterday’s post, psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour.
NOTE: In addition to people, which is what most think of when they think of psychographics, companies have psychographics as well.
So, how can understanding your target market’s psychographics help you make more money as a freelancer? As outlined so well on Claritas.com:
Overall, psychographics information includes needs, benefits, values and attitudes, as well as insights about purchasing behavior and process. . . . Understanding the psychographics of your target market can be very revealing. Information about [your target market’s] likes and dislikes goes a long way in making determinations about whether or not they are likely to purchase your product or service. With information about their preferences and lifestyles, you can successfully target the segments most interested in your product/service and effectively reach them with a message that speaks directly to them.
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Want to learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor? Inkwell Editorial's upcoming Freelance Writing Seminar will tell you how. Details. It's a career anyone who can read and write can start -- with the right information.
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I was considering placing an ad with a company to fill a job opening I had. I contacted them and spoke with the sales rep, explaining my needs (ie, I had one job to fill) and asking what the price for that would be.
After taking my information and answering my question, he went on to try to sell me on buying a booth at an upcoming job fair they had. I wasn’t interested – and if he’d listened to the makeup of my company as I’d explained it to him, he would have realized that I had no need to buy a booth at a job fair.
FYI, usually, when you speak with the sales department of a company, they get the lowdown on your company – eg, how many employees, what you do, average amount of advertising you do per year, how often you have the need for their type of product/service, etc. In essence, they get your company’s psychographics.
After reading over the media kit the rep sent me, I found a package they offered which fit my needs perfectly, which led me to wonder why the rep didn’t steer me towards this product, instead of trying to sell me on the job fair.
The lesson here is quite simple: Offer clients what’s best for them, not what you want to sell them. Many times I’ve talked clients out of purchasing one service, which was more expensive, to purchasing another, which was less expensive.
My market niche is small business owners, so I know that most of them work on a limited budget. And, even if they didn’t, who doesn’t want to save money? Some of my target market’s psychographics:
Size: 1-10 people
Time in business: 3-7 years
Location: Home-based and/or rent small office space.
Revenue: Up to $1,000,000
Reasons they contract my services: It saves them time; they don’t have the skill set and/or desire to produce their own marketing material; they either can’t afford or don’t want to hire in-house personnel to do the work; and/or they are upgrading their image.
In a future post when we discuss targeting a niche market, I’ll tell you how to go about finding out this type of information on clients – without ever talking to them. [future post topic]
Knowing this information helps me tailor my messages to past and future clients – hit “hot buttons” if you will that moves them to purchase.
When I first started freelancing, I had no idea what went into an effective marketing campaign. Oh, I knew how to market – or at least how to send out marketing materials. But, I was often frustrated from the lack of response I received.
Marketing Fact: If you’re not taking things like psychographics into account when you market, you’re really just mailing materials – you’re not marketing.
How I Dramatically Increased My Freelance Income: A Personal Story
When my income became stagnant over a few years – no matter how hard I “marketed” – I started to investigate what I was doing wrong. I wasn’t particularly looking for fancy marketing techniques – just effective ones.
Where before I had passed over info like demographics, psychographics, segmentation and niche marketing, I had to read it when it kept popping up in all the research I was doing.
In my opinion, this is the main reason most freelancers – and small business owners, for that matter – fail. They don’t want to do the “dirty work” of learning how to market. Many think (and I was definitely in that category), if I just get the word out about my business, then I’ll get clients.
And, you will. But, to make a living – a good one – and take your freelancing to the next level, you’re going to have to get beyond the basics and understand how to effectively market. It’s all about the results you see in your bottom line at the end of the year.
One Change Opens the Floodgates to Thousands of Extra Dollars
The reason successful businesses increase their revenues year after year is that they do this type of marketing on a major scale. Many have whole departments who do this stuff. Did you know that there’s a writer sitting somewhere who is being paid thousands of dollars to compose consumer surveys of 5, 10 or 12 questions?
While they may annoy you when you get them in your inbox or receive them in the mail, enough people answer them to allow companies to fine tune their product offerings, change operational procedures, add complementary product lines, etc.
For a company like WalMart, even seeing a one percentage point in increased sales on a certain product line means millions of dollars in sales. For example, what if they learned from one consumer survey that customers buy 1% more toothpaste if it’s placed on a higher shelf? Maybe the store is in an area with a lot of senior citizens who can’t bend easily.
If one store is selling a million dollars worth of toothpaste a year and they move it to a higher shelf and sell 1% more, that’s $10,000/more profit per year – just for moving it a few shelves up. Now, if they implemented this procedure in all of their stores, that would add $65,000,000 to their bottom line (WalMart has almost 6,500 stores worldwide).
Now, this is a very simplistic example. But, I wanted to illustrate how things like psychographics and demographics can open the floodgates to thousands of extra dollars in sales.
What do you think? If you have questions, comments or observations about this post, send them in. Email them to info [at] InkwellEditorial.com.
Next Post: In Post #2 of this series on Monday, we will build on this concept of using psychographics to increase sales. We’ll talk specifically about how to write a marketing piece that sells – keeping the psychographics of the audience you’re talking to in mind.
Enjoy the weekend,
Yuwanda
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Upcoming Features in Inkwell Editorial’s Newsletter
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
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Tuesday, August 21, 2007
People Won't Buy What They Don't Understand: How to Sell Your Freelance Services
I receive quite a few of these requests and, unless it's something I think readers of this blog will benefit from, I rarely do this.
Dumb & Dumber?
But, why am I telling you this? I brought it up because, for the life of me, I couldn't understand what the heck the guy was talking about. I read the email several times -- and still have it in my inbox. I kept it because the idea for this post came from it.
I thought, "How am I supposed to talk about something that I don't even understand?" I mean, I'm not the brightest bulb on the tree by any stretch of the imagination, but I'm far from the dimmest also.
Clarity Equals Money
While this may seem like a simple concept, I can't tell you how many times I receive marketing materials that clearly mean something to the promoter, but leaves out some important detail that is not obvious to the end user. Simplicity sells.
POST CONTINUED BELOW
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Want to learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor? Inkwell Editorial's upcoming Freelance Writing Seminar will tell you how. Details. It's a career anyone who can read and write can start -- with the right information.
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While you never want to talk down to your audience, you do want to clearly state the BENEFITS to the buyer. The reason I capitalize benefits is that where most marketers go wrong is that they get so caught up in explaining the features of their product, that they forget to highlight the benefits.
How to Sell Your Services as a Freelancer
This is why people buy -- because of the benefits your service will bring to them, NOT because you're a wonderful writer. Even a mediocre writer who clearly outlines the benefits a client will derive from his/her service will get clients.
Freelance writing is a career anyone can start -- you don't have to be super smart or super talented. Now, you can't be a nitwit -- it does take competence. But, if I had a nickel for every time someone assumed that they couldn't do it, I'd be very well off.
How to Get Clients Every Time You Advertise
These types of concepts -- as well as quite a few others -- will be discussed in the upcoming freelance writing seminar in October. You will learn simple steps to follow with every marketing piece you send out. This way, every dime of your marketing dollars will be spent smartly every time you reach out to clients.
Simplistically yours,
Yuwanda Black, Publisher
http://inkwelleditorial.com/
http://inkwelleditorial.blogspot.com/
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Upcoming Features in Inkwell Editorial’s Newsletter
September 12: Gordon Graham. We ring in the “editorial season” by interviewing Gordon Graham, aka “that white paper guy.” Gordon writes and edits white papers and case studies. He charges $90/hour just to edit a white paper and a minimum of $4,000 to produce a white paper from scratch.
Now, do you see why I had to interview him?! Most freelancers don’t even dream of making this type of money. I can’t wait for this interview.
Missed the latest issue? The 8/15 issue of Inkwell Editorial’s newsletter featured an interview with B2B freelance writer, Meryl K. Evans. Want to break into this very lucrative market? Meryl's interview sheds some detailed light on how. Sign up to receive your copy to read what Meryl had to say.
Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
NOTE: As editorial is cyclical and slow during the summer, in July and August, the newsletter will be published once. In September, we go back to our twice-monthly publishing schedule. Subscribe today so you don't miss anything!!
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
**************************************************
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