Hello!

Welcome to the combined July/August issue of the GOT COPY? e-newsletter!

Check out this issue's first “Reader's Choice” topic for the AT ISSUE section. Suggest future topics.

Enjoy your day!

~ Stevie Ann Rinehart
Independent Copywriter

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GOT COPY? - Issue 9 - July/August 2002

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IN THIS ISSUE:
(1) READER FEEDBACK: How to Handle Critiques of Your Work (from June Issue)
(2) AT ISSUE: The Money Issue - Getting Paid What You're Worth
(3) MARKETING/WRITING TIP: Energize Your Copy
(4) RECOMMENDED WEB SITE: MarketingBestPractices.com
(5) UPCOMING ISSUE
(6) NECESSARY BLURBS

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(1) READER FEEDBACK: How to Handle Critiques of Your Work (from June Issue)
A communications professor from New York offered a very interesting response to June's Marketing/Writing Tip.

“[G]etting college students to see criticism of their writing as anything BUT personal is nigh impossible, especially when they know grades (and, potentially, grad school acceptance), is (at least in part) riding on how well they write.

“The skill level in writing has gone way downhill over the last few years.... When I was in school, teachers in all disciplines corrected my writing, not just the English teacher. Today, as I talk to teachers of history and science, they tell me all they look for is whether the student learned the concept of what was being studied in their discipline.”

What do you think? Does the devaluing of writing skills start in school? He offers a solid thought - without that constructive criticism to build on at an early age, how will we improve our writing and survive in the work world?

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(2) AT ISSUE: (Reader's Choice) The Money Issue - Getting Paid What You're Worth
Ask anyone if they think they're being paid what they're worth and their answer will undoubtedly be a resounding “NO.” And it's more difficult when you're a freelancer.

A GOT COPY? subscriber asked me the question freelancers ask themselves ten times a day: How do I get paid what I'm worth? It's a struggle many of us encounter throughout our freelance careers.

Granted, there are a few who make well over $100,000 a year. But I'm talking about the other 90% of us who don't have as many zeroes in their annual salary. Why is it such a struggle to be paid a livable wage? A lot of it has to do with (1) the fact that our forte' doesn't require special certifications or formal education (aside from the general college degree for many writing jobs in the U.S.); (2) the pervasive belief that “anyone” can write; and (3) “soft skills” like writing have a lower value attached to them.

Here are a few ideas to help conquer this money issue:

~~ Believe that you deserve it.

This is the most important hurdle to overcome. Before you convince a client what you're worth, you have to convince yourself. Trust me, they'll pick up on your wavering (which comes through in your voice, word choice, and body language). You have your experience and expertise to back you up.

~~ Offer discounts sparingly.

It's acceptable to discount for certain types of clients: nonprofits, small businesses, or select colleagues who give you a deal on their services.

For these types of clients, try seeking something else in return for your discount: name credit and contact information on a piece you write (brochure, Web site), guarantee of future work, or immediate payment, for example.

If you cut your prices too sharply, clients may come to expect it and you won't make much of a living. You also risk not being seen as a professional.

Just because a potential client asks for a discount doesn't mean you're required to give one, especially if their business is doing well and you're asking a fair price. Remember - you're a professional, not a hobbyist.

~~ Educate clients on the value of your skill.

Many companies simply don't know what an acceptable figure is to pay copywriters. Sometimes sharing published rates helps. Of course, clients must be *willing* to be educated about these rates. Many also don't realize all the behind- the-scenes work that goes into writing - research, idea conception, meetings, phone calls, editing, proofreading, and rewriting - that justifies the fees. If they resist or give excuses for not paying you fairly, they're not worth the trouble.

~~ Check the going rate for different project types.

Here's a great Web site I've used to guide my own pricing: http://www.writersmarket.com/content/howmuch1.asp. Take your experience level, geographic area, client, and market conditions into account when setting your fees. Be sure to use the search engines to locate other resources (including books) to help gauge your pricing.

Email your thoughts to me.

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(3) MARKETING/WRITING TIP: Energize Your Copy
Whether you're branding, selling, or something in between, your copy should grab the attention of your audience. “Kitschy” or “edgy” copy may garner an award, but it won't generate results. Instead, create a sensory experience for them by using words that appeal to their emotions and also add impact and meaning to what you're marketing. Copy is doing this less and less these days - although I'm not sure why. Today's copy needs more energy!

I've mentioned a few brief thoughts to make your prose more engaging for readers. Some may be painfully obvious, but they bear mentioning simply because they seem to be missing from so many collateral pieces.

(A) Bring your reader into the action.

Provide your audience a sense of performing the action themselves. This works if you use an active, rather than passive voice. It makes the audience feel as though you're speaking to them directly rather than in the third person.

For example, “Our software can be used to save time on manual tasks” is passive and static, while “Automate manual tasks with our time-saving software” is more active and direct. Does the active sentence sound stronger? More imperative? Does it make you feel that you are about to do something instead of simply being *enabled* to do so? This works especially well in sales copy in which you want the reader to feel as though he or she is using your product.

(B) Be specific.

With so much information coming at us in sound bites and video clips, it's essential that our words grab audience mindshare and create interest quickly. Use precise nouns and verbs that get straight to the point of what you're describing. Writing “croissant” or “scone” is a lot more specific than “pastry.” The same goes for “savor” instead of “eat.” (Can you tell I'm craving breakfast sweets?)

Expressive verbs indicate the degree to which an action is performed while descriptive nouns give a better focal point of the action. Substituting specifics into your copy drastically alters the feel and the impact it has. It makes your writing comes alive for your readers and engages their interest. Apply this method in any type of marketing collateral, especially those requiring short, to-the-point copy.

(C) Paint a picture with descriptive modifiers.

Adjectives and adverbs are like accessories for your nouns and verbs. But they're not mere “fluff;” they qualify and quantify by telling how much, what kind, to what degree, etc., in order to clarify your marketing or PR copy. Why say “Our device monitors changes in temperature” when you can state that “Our revolutionary device accurately monitors changes in room temperature?”

Your audience more easily sees, hears, and identifies with what you describe - whether it's the latest techno-gadget or used furniture. Just don't be too “modifier happy” - keep them to a minimum. Use only those that truly add meaning to your copy.

Note: Steer clear of industry buzzwords like “synergy,” “robust,” and “paradigm,” for example. They are so overused that they've lost their impact and don't have a real meaning anymore. Clients may like this “buzzspeak” because they think it makes them sound important or hip. In that case, either educate them and persuade them to consider otherwise, or just run in the other direction.

There are more ways to energize your copy through structure, emotion, and others too numerous to delve into here. Feel free to let me know what you'd like to see addressed in a future Marketing/Writing Tip.

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(4) RECOMMENDED WEB SITE: MarketingBestPractices.com
David Frey has created a Web site geared toward improving best practices that help home-based and small businesses. Be sure to check out his free articles ranging from how to use customer testimonials to developing a referral system. David provides a link to useful Web sites to learn more about what works in a successful small business. He's done the bulk of the research - you have to do the work! Visit http://www.marketingbestpractices.com.

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(5) UPCOMING ISSUE: September 2002
~~ AT ISSUE: Why Should Copyright Matter to Copywriters?
~~ MARKETING/WRITING TIP: How to Know What to Keep and What to Leave Out in Your Copy

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(6) NECESSARY BLURBS
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