Chip Tudor’s Blog

As a freelance copywriter, the writing part of an assignment is only one aspect of your business. You also have to market yourself to land the job and collect payment when it’s complete. Attention to customer service is the glue that holds everything together and facilitates a smooth, trouble-free process. Here are 3 tips to make sure your customer service is exceptional. 

Communicate clearly 

Making assumptions is a recipe for disaster. It is probably the main cause of miscommunication and the subsequent problems between you and a client. You assume they know your price only includes 3 drafts. They assume your price includes as many drafts as needed to complete the job. If this is not communicated clearly in advance and a 4^th draft is necessary, it presents an awkward moment.   

Some writers use a contract. This is the ultimate method of communication and form of legal protection. It’s also an administrative headache that slows down the process. I’ve managed to survive without it. I do however, write a paragraph that outlines the scope of the project along with my quoted price and send it by e-mail before I begin. And I ask the client to respond back their acceptance. I keep both a printed hard copy and store the e-mail electronically. 

Establish a deadline 

Some clients already have a deadline in mind. Some don’t. But every freelance writer I know is used to working by deadlines. If your client doesn’t give you a deadline, set one yourself. It keeps you focused and productive. It suggests to the client that you take an industrious, business-like approach to your work. And it discourages you from indulging in other distractions that are not so productive like socializing on Facebook or over indulging in NCAA March madness basketball games.  

Follow-up Promptly 

Clients may set a deadline for you and then procrastinate themselves. You sacrifice sleep to make the deadline and then the copy ends up at the bottom of a pile on their desk. Irritating, I know, but it happens. So if I haven’t heard anything yet, I follow-up with a client after a few days by asking them for feedback on the copy I sent. If they are procrastinating, this prods them into action. But be gracious and understanding in how you communicate with them (even though you’re grinding your teeth). The more comfortable they feel with you, the more likely they are to offer more work. You can always drop them as a client later once you have others you like better. 

When the job is complete and I’ve sent an invoice, I usually wait about 2 weeks and then ask about payment. Although 30 business days is standard, many clients will pay you sooner when you ask. And if not, the advanced notice encourages them to pay on time according to standard business practice. Consistent follow-up helps you keep the job moving (which you have to do to keep invoices moving) and clients often appreciate the fact that you help them stay on track too. By following up, you present yourself as a professional and demonstrate the fact that you care about completing an assignment to the customer’s satisfaction. And when you keep your end of the bargain, they are more likely to reciprocate. 

Search Engine Optimization (SEO) is the internet buzz word of the day. It has to do with the various manipulations by which you achieve the highest ranking in search engine results. In other words, when someone conducts a Google search and types in words related to your business, your name comes up on the first page. A daunting task when you consider there thousands of companies all competing for the top position. And many companies spend thousands of dollars to get there. 

Is there any hope for you? Read on for the answer. 

Experts I talk to say there are 2 sides to search engine optimization. The first is the technical side. It involves algorithms, Meta tags and other back-end IT programming features that make your website friendly to search engines spiders. This I know nothing about.  

The other side has to do with content writing. The goal here is to position certain keywords related to your business within your written content. This text is also searched by the spiders that grab your keywords and assign you a ranking. Writing content I do know something about. I decided to prove it.  

I wrote an seo article titled: Comedy copywriting—funny or not here I come and submitted it to several online article directories. My bio and website link appear at the bottom of the article so that a reader can follow it back to my site. You’re required to follow certain guidelines so there’s an editorial review that your article must pass before it’s actually listed on the directory. After a few days I received notification from one directory that my article had been approved and was posted online. A few days later a second directory notified me the article was posted on their directory as well. 

It was very satisfying to visit the sites and see the article online. But then came the real test. How well would it rank in search engine results when I typed in certain keywords? I typed the words “copywriter, humor” in a Google search. My article came up as #15 on page 2. Hey, not bad I thought. I then typed in “copywriter, comedy” and my jaw nearly hit the floor. My article was #1! I could hardly believe it. I kept repeating the search with the same results.   A few days later, my ranking on “copywriter, humor” searched was bumped down to #17 but “copywriter, comedy” still held #1. Then I received notification from a third article directory that they too had published the article. So I checked it again this morning. At the time of this writing, when you type in the keywords “copywriter, humor” the article ranks #5 on page one of a Google search. On a search of “copywriter, comedy” the article ranks #1, #2 and #3 in consecutive listings. 

Does that answer your question?

In marketing my freelance copywriting business, I communicate regularly with clients and potential clients through various professional online networks, social media channels and e-mail. I’d rather meet with people over a cup of coffee. It would be much less complicated. Because it’s easy to misconstrue a text message. So I’m careful about how and what I write. 

Most people I encounter respond in a professional manner. Some lean towards brusque and others friendly and personal. But there are always a few that respond in a vulgar, personal attack.

I just don’t get it.

What possible benefit do you gain by directing profane language towards another person who is merely trying to make an honest living? Maybe some perverted sense of superiority? Those of you schooled in psychoanalysis can play around with that idea. Although my immediate reaction is to angrily lash back, I know this is pointless. Whatever drives someone like that is deeper and darker than what any response I make will cure.

Those schooled in psychoanalysis are nodding their heads.

Instead, I ignore the vulgar, profane response and move on. Maybe I should be grateful. Would I really want to work with someone like that? Uh…no. And since they never sign their name, I take comfort in knowing they are cowards that hide behind anonymity. Their vulgar profanity, however, still stings. Words do that despite the old saying, “sticks and stones may break my bones but words will never hurt me.”

Therefore, I resolve to communicate in a forthright manner and to be as human and friendly as possible. Even offer words of encouragement. Times are discouraging enough. And we could all use a good word. Might as well start with me.

A customer told me he was unhappy with my copy because he felt it didn’t make his company look as good as the competition. He said, and I quote: “in this business image is everything.” Then he proceeded to stiff me on the balance of what he owed even though he’s still using the copy on his website. I guess it’s adequate for his image when it’s free. But that’s another article.

I realize as a professional copywriter, I’m expected to deliver quality copy that presents my clients well. And I do. But really, people, don’t expect miracles. I have to work with what you give me. And I’m not going to manufacture something about you that isn’t true. In fact, to be honest, I don’t even believe the phrase “image is everything.” Does that surprise you?

Here’s how I see it. It’s my job to create a brand for your company. It’s your job to make a name for yourself. Do you offer a good product/service at a competitive price? Do you provide excellent customer service? Are you ethical, trustworthy and dependable? These are the fundamentals of good business. They establish your reputation and ultimately determine your success. Obviously I believe in the value of advertising. But I know several small business owners that make a comfortable living strictly on word of mouth referral. You see they’ve mastered the fundamentals.

So engage me on your copywriting project and I will give you my best effort. And I pledge to conduct myself in a manner that demonstrates the fundamentals of good business. But if you’re not making a good name for yourself, don’t expect the brand I create to make a big difference. It won’t. And besides, the pressure it puts on me is such a stress.

There are several writer sites on the Internet I visit regularly to check out freelance writing opportunities. I’m not sure why. Perhaps it’s force of habit. Maybe the undying hope that I’ll land my dream assignment writing from a beach in Hawaii. Most likely however, it’s simply their entertainment value. Because I’ve responded to thousands of ads over the years, but only landed a handful of actual jobs with decent pay. So with the amount of time I’ve spent responding to, following up on and actually closing those few assignments, I figure I’ve just about broken even. Maybe I should be grateful. The number of responses those ads receive is tremendous and the competition fierce. So to land any work is quite an accomplishment. On the other hand, just reading the ads can be a favorite pastime. Here are some of my favorites.

 20 online articles 500 words
I need 20 articles written at 500 words each and will pay $1.50 per article. Lots of ongoing work for the right person.

Gee, if I can rip through one article in an hour that’s a whole $1.50. What an enticing offer. I consider this for a micro second then move on. But wait. My teenager might find this a way to earn some extra money. I ask him and he laughs. His minimum wage fast food job is much more lucrative plus he gets free meals. So I guess the right person for this article writing job is either under 16 or speaks English as a 3^rd language.

Quality writer for limited budget
I’m looking for quality writing but have a limited budget so will take the best writer at the most reasonable rate.

In other words, “you give me your best and I’ll give you my least.” I actually consider this ad rather insulting. It’s openly admitting you’re cheap and don’t value another person’s time. There’s no respect. No consideration for professional worth. It’s all about the money. Do I really want to work with someone like that? Think I’ll pass.

Ghostwriting
I have all these great story ideas; I just need someone to flesh them out. We’ll split 50-50.

I’m sure they don’t mean to, but why does this person make it sound like they’ve done the hard part and the writer has the easy part? If writing is so easy then why don’t they flesh it out themselves and take ALL the profit? Besides, writers have ideas too. We’re not just mindless word churners waiting for the great idea generator to put us in gear.

My favorite ghostwriting ad was by an educator with an idea for a children’s manuscript. This person went on in the ad to outline the whole plot that included both murder and dismemberment. I was appalled. What was this person thinking and how in the world did they get past the school board? And even if that gory book made it to publication on a fluke, would any parent let their kid read it? Obviously, someone needs to take this educator to school…or therapy.

I’m sure there will be plenty more entertaining ads to share with you in the future…unless I’m too busy working from that beach in Hawaii. Aloha.

Several years ago I had an ongoing writing gig for the local newspaper. It sponsored a special real estate section in the Sunday edition that featured a number of available properties. My job was to visit those properties and write up a review that appeared in the paper with my byline. The byline was nice, the pay was pathetic. And I quickly learned that I was out of place in this assignment. How? The editor told me I wrote too much like a copywriter. She meant it as a criticism. I took it as a compliment.

On one particular assignment, the realtor of the property I reviewed called the editor to get my telephone number and then called to personally thank me for my write up. After the article appeared in the paper he had been overwhelmed by the response of interested buyers. My editor did not share his enthusiasm. She felt the article lacked the objective, journalistic voice she wanted. In short, it was too persuasive.

I kindly pointed out that the whole idea behind the real estate section was to sell homes and I was supporting this effort. While she agreed in principle, she admitted her own sense of obligation to journalistic objectivity. I thanked her for the honest feedback and after a few more assignments, we parted ways. I would never make a good journalist. My whole mindset was geared toward writing persuasively. And my obligation was to the customer.

That is exactly why you hire a copywriter. First we’re a very loyal bunch—as long as you’re paying us. And we don’t just write good copy. We write persuasive copy that convinces your audience to think and move in a certain direction. Ultimately, it usually involves parting with their money. Many people are good writers. Follow a logical thought process…uphold correct rules of grammar…check your spelling and punctuation…and you’ll communicate clearly and effectively.

Persuasive writing, on the other hand, is more like an art form. It combines psychological, emotional, and spiritual aspects. It suggests problems, offers solutions and proclaims benefits. Sometimes subtle. Sometimes driving and forceful. But always keeping the customer’s name front and foremost. And every copywriter has his/her own, unique style. Although you’ll know when that art is having a real effect. You’ll see the positive results on your bottom line.

 It’s easy to talk about us. Expressing personal thoughts, feelings and experiences is what we do with the greatest sense of comfort. The same is true for your business. You have a thorough understanding of your products and services. You can go on and on describing what you do, how you do it and why you do it better than the competition. It’s the natural tendency when writing advertising copy.

FIGHT THAT NATURAL TENDENCY!

Your customer only cares about your company from the standpoint of how you can help them. So approach copywriting from their perspective. Ask yourself, “What’s in it for them?” Because that’s what your customer is asking. They want to know how your offer improves their life in some way. Persuasive writing answers those questions.

This may take a little research on your part. Perhaps talking with people in the industry to better understand the problems they face. Likely, you already know or can surmise with a little common sense and intuitive questions. The point is, don’t just talk about YOU. Let the customer know that what you offer benefits THEM. When they’re convinced, they’ll buy. And you’ll both benefit.

For a particular writing assignment I enlisted the support of an associate. I had worked with her before so I knew she was both skilled and professional. However, during the project I realized we had a different perspective that undermined our ability to work together. My focus was on the customer. Hers was on the project. I wanted the customer to be satisfied with the end product and I was willing to bend over backward to accomplish that. She wanted to complete the project in a timely fashion and get paid.

Her approach was perfectly legitimate. And so was mine. But the difference affected our collaboration. I had to insist on work she hadn’t anticipated and didn’t want to do. Ultimately, we completed the project. The customer was satisfied but not thrilled. And I was going for thrilled. I learned through this the importance of shared values. My ideal is to collaborate with associates that share my perspective. However, it’s my responsibility to determine this. It doesn’t mean I can’t or won’t work with a project-oriented person. But when that’s the case, defining the scope of the project and clear communication of expectations becomes more important.

When writing for print material, I usually focus on copy and don’t concern myself with the visual aspect. That’s because I know a skilled graphic designer will take my content and build a visual theme around it. Writing video scripts however, is a different matter. The very power behind video comes from the fact that it IS visual. Words and pictures must work together, which means my job is to write visually.

The generally accepted standard for a corporate video script is a two-column format—visual on the left and text on the right.  Ideally, the copy supports and enhances the visual. It shouldn’t describe what the audience can see for itself. In other words, if the visual on the left shows a woman wearing a red dress, the copy need not refer to “the woman in the red dress.” Instead, it should convey information related to what the woman in the red dress is doing, thinking or feeling. This lets you communicate more than one message—an advantage of video that should be exploited.

In fact, when writing video scripts, I usually start by specifically asking clients what visuals they feel are important to include. It might involve advanced technology, a certain process, or state-of-the art facilities—even emotions. Once I’ve assembled a list of visuals, then I begin to write the script.

I am most impressed by writing that makes a point clearly, succinctly and in language that is appropriate to the audience. If you’re writing an article that’s targeted to plumbers, it’s okay to use terminology common to the industry with little or no explanation. It’s safe to assume that professional plumbers understand trade jargon. But if you’re writing about plumbing to a guy like me who thinks a wrench is a woman of questionable character, you may need to dumb down your word usage. Add a little humor to it—even better. It helps me laugh off my incompetence in home improvement.

For example, I understand very basic plumbing concepts like rusty pipes. Suggesting there’s a potential for disharmony when using rusty pipes in the shower makes me feel especially intelligent because I get the joke.

I’m not opposed to using challenging terminology. I think it’s good for the writer and the reader. Just don’t over do it so much that I have to hold a dictionary in my lap to understand what you’re saying. It makes me think you’re trying to impress me with your extensive vocabulary more than you’re trying to communicate to me. And communicating is what you’re supposed to be doing. Do that…add a touch of humor…and I’ll be impressed.