Marketing Blueprints for LinkedIn profiles

Marketing MentorIlise Benun of Marketing Mentor has unveiled the second episode of her Marketing Blueprints series, featuring Excellent Examples of LinkedIn Profiles of Copywriters and Content Strategists. While I confess I got a nice ego boost from being one of the featured “blueprints,” I also learned a lot from what my colleagues are doing. Check out the video here.

Designers — There’s no reason for you to feel left out! Ilise recently created a similar video just for you: 6 Excellent Examples of LinkedIn Profiles of Designers.

  Managing Multiple Writers

Rubber ducks in a rowHaving a writing partner who knows your business inside and out can be a great marketing asset. But what if you have more work than one writer can handle? Working with multiple writers makes the process a bit trickier, but it’s easy to manage if you have the right process in place.

Make consistency your goal

While your audience may not realize it, they expect to have the same experience every time they read something you publish. For example, if you’re serious one day and cracking jokes the next, your prospects might get confused or question your credibility.

The primary challenge when working with multiple writers, therefore, is to make sure you still “sound like you” no matter which member of your team does the writing. In fact, it’s more important for your writers to be consistent than it is for them to be clever, witty, or even brilliant. You can try to standardize your approach by having conversations with your writers, but it’s much better to have your expectations documented in writing.

Build a playbook

One of the best ways to keep multiple writers on the same page, as it were, is to set up a style guide or “playbook” that spells out what you’re looking for.

I’ll talk about what goes into a writing style guide in more detail in an upcoming post, but at a glance it should include:

  • Guidelines for the voice and tone of your brand, including who you’re writing for
  • Examples of good writing in your desired style
  • Writing examples that don’t fit your style
  • Specific words to use (or not use)
  • Any style or grammar practices you care about
  • A default stylebook for anything you haven’t covered, such as the Chicago Manual of Style or the AP Stylebook

Be generous with feedback

A good writer will eventually have an instinctive idea for how your brand should sound. It might even seem like he or she is reading your mind. Until they reach that level, the more feedback you can provide the better.

One of the most effective ways to give constructive feedback to multiple writers is to refer to the playbook, and to be as specific as possible. For example, you might suggest keywords that could be added to the copy, or indicate where the tone could be altered to emphasize the needs of a particular market segment. Don’t just say “this is wrong.” Be as specific as possible about what isn’t right, where relevant guidelines can be found in the playbook, and what could be changed to improve it.

As you give feedback, be open to the suggestions your writers come back with, especially if they work outside your organization. They may provide insights that hadn’t occurred to you. If they make sense, consider changing the playbook to accommodate them. If you’re not ready to go that far, try an A/B test to see which approach gets the best response.

  International Freelancing

international freelancingThanks to the Internet, international freelancing is easier than at any time in history. Here are a few tips to help your business reach across borders.

A world of opportunity

I never set out to become an international freelancer, but over the years I’ve attracted clients from many corners of the globe without ever leaving my office in Cincinnati. I’m currently serving clients in Canada, Spain, Italy, and Dubai. I work with partners in Great Britain, Eastern Europe, and India. Last month I even had a Skype call with a prospect in Sydney, Australia.

International freelancing can be exciting, challenging, and highly satisfying all at the same time. It offers new opportunities. It expands your horizons. It makes you feel like a connected global citizen. While it’s not without a few risks, it’s easier than you might think. And just about any creative pro can do it with a few simple tools.

You don’t have to know the language

Knowing more than one language is an advantage in international freelancing, but it isn’t necessary. Many clients come to me because they want copy written by a native English speaker. They know local partners will help them look and sound more natural while avoiding cross-cultural embarrassments.

Make sure you know who the client’s target market is, and how they prefer to communicate. For example, some of my international clients want American English (“the trunk is organized around the spare tire”), while others prefer British usage (“the boot is organised around the spare tyre”).

Managing communication

Inexpensive ways to communicate have been one of the biggest revolutions for international freelancing. While I still get the occasional long-distance phone call, most of my international clients are savvy about Skype, GoToMeeting, Google Hangouts and similar services.

When scheduling meetings, pay close attention to time zones. I’ve found the World Clock on my phone and iPad to be invaluable, especially when there are people in three or more places on a call. Be particularly respectful when someone has to dial in early or late in their workday. You’ll also want to take extra care in spring and fall when some countries have time changes. Not every country switches to Daylight Savings Time on the same weekend, and some don’t have a time change at all.

Finally, make an effort to be aware of cultural practices and holidays that may affect when international clients are available. In the Middle East, for example, the work week typically runs Sunday through Thursday.

Getting paid for international freelancing

There are numerous ways money moves between countries. I find the easiest way to handle international payments is via services like PayPal, Freshbooks, or Wave. You’ll pay a fee for these transfers, but they handle currency conversions for you and give you access to the funds quickly. If you have merchant services set up, they’ll also give your clients the convenience of paying with a credit card.

Checks in foreign currencies are a hassle, and you’ll pay a fee for the conversion that’s typically higher than what PayPal or a merchant service firm will charge. Direct bank transfers are another option, though some clients don’t want to go to the trouble. Once I even waited in line for a payment at a Western Union office, but I prefer to avoid that.

Make it clear up front what currency you’ll be working in. I quote most jobs in US dollars regardless of the client’s country of origin. Be particularly clear if multiple countries use a currency with similar names. For instance, despite occasional parity, US dollars and Canadian dollars usually have a very different value.

  How to write what you DON’T know

Question“Write what you know” is one of the most common bits of advice given to new writers, but it isn’t always the most useful. True, an inexpert writer can quickly lose an audience by saying something that strikes readers as ignorant or inaccurate. But what if you want — or need — to write about something you know nothing about?

There’s no question that personal contact or observation of something gives you an advantage when writing about it. That’s why many clients look for writers who specialize in a particular field or market. There are also some fields — such as science, finance and medicine — where a certain amount of technical expertise is practically a prerequisite — even if you’re writing for a lay audience.

Still, there are plenty of times when a professional writer has to start from scratch…

  • Sometimes the client can’t get (or doesn’t want to pay the higher fees of) an expert writer.
  • There are some things that no one living has directly witnessed, such as what was said between two generals after a historic battle.
  • You might be asked to write about a new product or other invention that is initially known and understood only by its creator.
  • Writing a story requires you to create characters who don’t exist, whether they live in a science fiction/fantasy world or are much like the folks next door.
  • And most common of all: you want to connect with and generate response from people who aren’t like you.

Here are three strategies that will help you sound like an expert quickly enough that you can still make your deadline.

1. Learn fast

If it’s possible to actually get the experience you need quickly, do it! For example, if you’re writing about a product, try using it. I was recently asked to join the creative team for a local pizza chain that had just opened a new store near my home. Guess what I had for dinner that night? Many clients are happy to help you learn more by providing samples, demonstrating a prototype, letting you shadow a professional for a day or two, and other “discovery” experiences vital to the pre-writing process.

If you’re working for a client, ask your contact plenty of questions. They may know useful information that didn’t end up in the creative brief, and may be able to explain concepts that don’t initially make sense to you. Many clients are also willing to put you in touch with subject matter expert or “SME” (pronounced just like the name of Captain Hook’s sidekick) to help you get up to speed on specialized information.

If that’s not enough, hit the web, the library or your own network of contacts to get additional insights. This will help you get the facts you need, as well as insights into how they’re interpreted. This kind of research is also critical when no one living has direct experience with something, such as how canals were built in ancient Egypt.

Pro tip: Make friends with a good reference librarian. You’ll be glad you did when you have to deal with tricky stuff that can’t be resolved with just a Google search.

2. Channel your passion

While it’s not impossible to write what you don’t know, doing it well does require extra work up front. A strong personal interest in the subject is a big asset when it’s time to buckle down.

I use this as my personal litmus test whenever I’m asked to write about something new. If I’m intrigued by a topic, I’m more likely to take it on so that I can learn more about it. If not, I try to recommend a colleague who’s a better fit for the project.

Passion can be a two-edged sword. As you make discoveries, be careful not to get carried away to the point you try to include every little detail you discover. Word count limits can be a big help here.

3. Get a reality check

Once you have a draft in hand, try to run it by someone who is closer to the topic than you are. For example, if you’re writing specialized copy, try to get feedback from a SME or other specialist.

This type of review is especially important when you’re “writing the other” — using the voice of someone who’s a different gender, ethnicity, culture and so on than yourself. Have one or more people who match the characteristics of your intended voice review the copy, and pay close attention to their feedback. This simple step can easily mean the difference between connecting with your audience or unintentionally turning them away.

  5 crisis management tips for freelancers

emergencyA few years ago, my wife Toni was working at a school that didn’t allow teachers to have mobile phones turned on during the workday. As a result, I was the one who got the call informing us that her father had died suddenly and unexpectedly.

I was juggling multiple projects at the time, one of which was on a tight deadline, but there was no question about what to do. I dropped everything immediately and made the half-hour drive to her school to break the news to her in person. The next day we were on the road to her hometown to support her family and attend the funeral.

Unforeseen crises like personal illness, accidents, natural disasters, and the deaths of friends and loved ones are a fact of life for any business owner, not just solopreneurs. And since our business model means we don’t get paid when we’re not working, even joyful events like births, marriages, holidays, and vacations can have a disruptive effect on our businesses.

Thankfully there are steps you can take to minimize the impact on your bottom line — before, during, and after a crisis:

1.    Build time for the unexpected into your schedule

Many freelancers and other business owners base time estimates on their peak productivity levels. For most of us, however, reality intervenes in some large or small way practically every day. Keeping a small amount of time each week unscheduled gives you the flexibility to put out minor fires before they turn into bigger problems.

2.    Schedule marketing in advance

Having a few weeks or months of material loaded into your marketing machine requires some prep work, but you’ll be glad you did it. My father-in-law’s death wasn’t the only time I’ve had to take an unscheduled leave of absence from my company, but my automated self-promotion pieces still published on schedule while I was away. Precautions like these help prevent your pipeline from drying up when you return to the office.

3.    Communicate when crisis strikes

Notify everyone who will be impacted by your absence as soon as possible, and be frank about what’s happening. Failing that, try to have a colleague, family member, or friend contact anyone you’re currently working with. It’s much better for you to give them as much time as possible to react to your situation than it is to disappear for a few days with no explanation until after the fact.

4.    Maintain a savings cushion

You’ve already heard this one if you saw Jim Krause’s presentation at HOW Design Live last year. Sock away 10% of your earnings to keep your business afloat — not just when crisis strikes, but to cover the occasional “famine” cycle. Six months’ expenses in the bank will help you sleep much easier at night.

5.    Remember: your real life comes first

It’s tempting to bend over backwards so your business goes on rolling in an emergency, but keep your priorities straight. I did a project launch call remotely a few days before the funeral, but only after I had confirmed I wouldn’t be needed for a short while that day. The rest of the time, I gave my full attention to my family’s needs.

All of my clients were very supportive and understanding during this time, and were quick to revise their timetables. Even my contacts at a company I had just started working with the previous week were sympathetic and accommodating. Good clients understand that this stuff happens to everyone — and could just as easily happen to them — so don’t be afraid to be straightforward about your situation.

  Is your copy trying to say too much?

blah-blah-goldfishLast year, a study by Microsoft concluded that the average human being now has a shorter attention span than a goldfish. Specifically, our ability to focus has dropped from 12 seconds in 2000 to just eight seconds.

At the same time, you have more stuff competing for your attention than ever before — especially on that smartphone in your pocket or purse.

A lot of marketing copy fails because it ignores these two realities, but yours doesn’t have to.

There’s a natural tendency among people who make great stuff or provide awesome services to tell you everything — and I do mean everything — about whatever it is they’re selling. This typically happens for two reasons:

  1. They’re passionate about their stuff (or at least about making money from it), and
  2. They don’t know their customers.

Either way, overly-wordy marketing tends to fall flat when it comes to selling stuff, not because buyers are fickle, but because they’re busy, distracted, and being bombarded by thousands of other sales messages every day. Your goal when reaching out to new customers isn’t to overload them with information, but to encourage action. Here’s how:

Know the prospect

While your copy doesn’t have to be short and “edgy” all the time, you have to grab the reader’s interest quickly and motivate them to take action in a clear, uncluttered way. The more you know about what they want and need, the easier you’ll be able to do that.

Do your customers want to cut costs? Are they status-conscious? Do you sell something they typically buy on impulse or are they likely to be comparing multiple sellers? A little research now can save you a lot of cost and anxiety, both today and tomorrow. And the longer you ramble on, the more in tune with your audience you’ll need to be.

Know what you want them to do

The goal of any marketing piece isn’t to check off a box on your to-do list, but to encourage a single, specific action from a potential buyer. This might include:

  • Visiting a website
  • Downloading a free report
  • Requesting a brochure
  • Signing up for a mailing list
  • Forwarding your message to a friend
  • Voting for a particular issue or candidate
  • Entering a contest
  • Attending an event
  • Connecting on social media
  • Visiting a brick-and-mortar store
  • Making a donation
  • Placing an order

Once you know what action you want the prospect to take, the marketing becomes much easier. Don’t write a word until you know what it is.

Make the “buying journey” effortless

Good marketing copy does just enough to whet the appetite. The goal isn’t to provide all the answers, but to encourage action by demonstrating that you can satisfy the reader’s needs or desires.

If a lot of information is important to the buying decision, provide it in two or more stages, using the first contact to qualify prospects. That way, when they request more details, you’re giving them something they’ve asked for rather than bombarding them with something that isn’t relevant to their needs.

At the same time, look for ways to make it easy for the buyer to move through the process. Don’t make them click twice if one click will move them closer to a sale. Do your job right and they’ll come to you — asking for all the stuff you wanted to tell them up front.

 

  Going Freelance? Project Confidence and Stop Apologizing!

confidenceLaunching a freelance career in the creative industry can challenge your confidence like nothing you’ve done before, especially at first. Don’t worry, it happens to all of us. When I started my own freelance copywriting business more than 13 years ago, I wasn’t sure I was going to make it either.

Many things may feel new and uncomfortable, but you’ll need to get over these anxieties quickly to get your new freelance career off the ground. Here are six ways to overcome the urge to pre-apologize, boost your confidence, and build your credibility.

Read more on The Creative Group Blog.

  5 building blocks of great copy

blocksTalent, originality, and flair can play a role in the creation of awesome copy that gets results, but they aren’t the core of successful writing. Five basic elements drive the motivation of readers, and whether your copy succeeds or fails will largely depend on how well you address them.

1. A well-defined audience

Who are you writing to? Don’t touch a keyboard until you know who they are (and know them well). If you’re selling to an audience of white male doctors born during the baby boom, you won’t write the same way you would for female millennials fresh out of a California art school. Resist the temptation to write for “anyone who will pay money for this” and make your audience as specific and targeted as you can.

2. A problem

Most sales happen when your buyers have a need or desire they want to satisfy. These run the gamut from the necessary (“we need to produce this year’s annual report”) to the strategic (“we want to refresh our branding to attract more young professionals”) to the impulsive (“we could sell temporary tattoos on FamousSocialMediaSite.com!”).

If you’ve learned your audience well enough (see #1 above), you’ll probably have some good ideas already about the challenges they’re dealing with. This is one of the best ways to identify what your buyers have a legitimate need for, which is usually more effective than trying to create a “problem.” Another good approach is to use your outsider’s perspective to spot challenges your buyers may not yet be aware of. For instance, many small businesses fail to recognize how inconsistent branding hurts sales, especially against competitors with more design savvy.

The best problems are those that need to be dealt with right away. For example, if you have expertise in responsive design, your copy might highlight statistics about how much web surfing has shifted to mobile devices, and how that trend is expected to grow rapidly in the next year or so.

3. A solution that suggests your strengths

The art called “positioning” by marketing gurus basically boils down to this message: what you offer will satisfy your buyers’ needs, fulfill their desires, or solve their problems.

Whether this message is handled in a “hard” or “soft” manner depends on where and how you’re communicating. A traditional space ad in a magazine typically takes a direct approach: “XYZ Webcraft is the best solution for mobile-friendly websites!” In a white paper or social media post, however, you’ll want to pitch a more suggestive message: “The challenges of mobile devices are best met by a designer with expertise in responsive design, user experience, and web analytics.” (Well golly, the author of this article clearly has those qualities and knows what she’s talking about — maybe I should call her.)

4. A single message

Great writing doesn’t try to multitask. Your readers already have many other distractions competing for their attention — which you aren’t likely to have for long — so trying to squeeze two or more pitches into a piece will only make both of them less effective.

But what if you have more one than message or audience? The answer is simple: create a unique piece for each one. I recently did an assignment for an organization that has five different types of prospects. They wisely chose to create five variations of the campaign, each targeted to the specific needs and desires of the segments they had carefully researched ahead of time. They could have spent a lot less up front trying to create a one-size-fits-all promotion, but they knew that approach would ultimately cost them a lot more because it wouldn’t be successful.

5. A call to action

Every great piece of copy wraps up with a clear statement of what you want the reader to do next. In many cases, the call to action is also mentioned early and repeated throughout the piece.

Just because the call to action is the last item in this list and the final part of your message doesn’t mean it’s the last thing you should think about. Knowing exactly what you want your readers to do before you start writing allows you to focus your entire message toward your desired outcome.

For best results, make your call to action as specific as possible, whether it’s calling to schedule a free consultation, downloading a free report, signing up for a newsletter, or clicking here to buy now.