Words to the Wise

Some days, it seems like all I get in my inbox are questions. I find myself answering questions about copywriting, questions about marketing, questions about search engines.

Don’t get me wrong, I don’t mind the questions. In fact, I welcome them…although sometimes I get people who just pick my brain with no intention of hiring me. I weed these people out with some carefully worded follow-up questions.

Regardless, I figured my blog would be a great place to talk about some of these questions and share my knowledge and experience with you. Some of the questions are technical, some are personal, and some you’ll just have to figure out for yourself.

1. What did you study in college to become a freelance copywriter? Good question. In my final year of high school, I had to decide what I would study in college. Since I truly had no idea what I wanted to be, I decided that PR would give me a foundation and skillset that I could leverage the most. But even though I studied PR, my most important lessons have been learned in life. There’s no class that teaches you how to navigate your way through the freelance world. I truly do learn something new every day.

2. Have you ever thought about leaving the world of freelance copywriting and getting a full-time job working for someone else? Yes! If any freelancer tells you otherwise, I’ll bet money their lying to impress you. While there are certainly times I think about leaving my freelance copywriting gig, these times are usually short-lived thanks to some good friends and colleagues. I’m very independent and can only work for certain types of bosses…the ones who are the most like me. Go figure.

3. What’s your methodology for reviewing websites? Good question. One of the first things I do when I review a website is to look at the message it sends. Your website either says you’re professional or you’re not. After looking at the overall message, I look at the content you have - its navigation, usefulness, purpose and length. Then I get into technical aspects, like keyword choice, title tags, descriptions, etc. If you’ve had your website reviewed and want a second opinion, let me know.

4. Do you use any special software to write copy? Not really. I use Word for 90% of the work I do. I also use a program called CopyWrite for some projects that have multiple elements, chapters etc. Some days, I just close my computer, pick up and number 2 pencil and write.

5. Why are you such a critic of podcasting? Let’s clarify here. I never said I dislike or don’t see any value in podcasting. I DO however say that there are some really BAD podcasts out there. Most podcasts are recorded by PR agencies who don’t have the time, manpower or experience to truly grasp podcasting for the opportunity that it is. Podcasts aren’t ‘off the cuff’ conversations. If they are, then chances are they’re worthless. You can view some of my other blog posts to get more of my opinion on this topic.

Each of us has been late. Sometimes, there’s simply nothing we can do about it. An accident has you stranded in traffic for hours. A flight gets perpetually delayed because of weather.

But, what about those times when the only one you have to blame for your tardiness is you? When you’re late, and you KNOW it’s your fault, how do you feel? Pit in your stomach? Painful guilt? Need I go on?

Being late to a meeting is one thing, but think about the dimension these feelings take on when you’re late to something you can never “catch up” on - like a funeral, a wedding, birthday party and the like. Feelings that come after being late to these events can last a lifetime.

Now, picture your life if you were perpetually early.

According to motivational speaker Doreen Stern*, AKA the Desk Docktor, “When you decide to be early, you no longer think you can fit in just one more thing. You know you can’t. So you use your time more wisely.”

Here’s a challenge from Doreen: “Tomorrow, decide to be early. Allot enough time so that everywhere you go, you plan to arrive ten mimutes early.

Go to bed a half hour earlier than you usually do.

Whenever you get someplace early or accomplish something ahead of schedule, tell yourself you’re doing a spectacular job. Stand up straight and preen. Doing so will motivate you to repeat the same feat tomorrow.”

*Doreen Stern is a dynamic speaker, a writer and an organizational coach. As the Desk Docktor, she reveals “The Secret to Turning Your Paper Mess into Success, in 20 Minutes or Less.” Stern has been profiled by the Hartford Courant and the Journal Inquirer. She has been interviewed on Public Access TV and This Hour Has 22 Widgets. Doreen is also a client of Freelance Marketing/PR/Advertising Copywriter Jason Pedley.

I was talking to a client/friend of mine the other day when she mentioned that the more she tries to learn things about marketing and ‘web tech stuff’, the more overwhelmed she gets.

She went on to differentiate between being an entrepreneur and being self-employed, placing herself in the self-employed category. And she makes a very good argument for the differentiation.

She points out that, as a self-employed person, she has little choice but to learn and do just about every component of her business since she (and quite frankly, many other self-employed people in America) doesn’t have enough money to pay others.

The catch-22, as she points out, is that she’s doing it all herself, which limits the time she has for other activities - including core business.

So the theory here is that if a business owner does all it takes to market, brand, write and promote their business, then they’re really in the marketing, branding, writing, and promotions business. Right?

As a freelance copywriter, I’m lucky (I think) in that much of the promoting I do for myself is based in, of course, copywriting. Whether I’m writing an email to prospective clients, or writing a blog post here for you to read, my core business matches well to my marketing and promotions.

But my friend isn’t so lucky. Don’t get me wrong, she’s great at what she does. I almost ventured into her industry after college, and it can be a very specialized and lucrative field. I think for my client, what would take her from ’self-employed’ to ‘entrepreneur’ is the one thing she mentioned early on - money. Money is the lifeblood of business. With money, you can hire someone to do your marketing, create your website and do all the things you don’t have the time to learn and do.

The point of all this? There is a difference between being an entrepreneur and being self-employed, but you’ll always be working for yourself.

For me, a new year brings renewed drive and determination to give my clients the best copywriting, marketing and public relations I can at affordable rates. And that also means attracting new clients to my websites and blogs to learn more about me. Which means adding content and making sure that content is relevant to prospects and search engines alike. I’m going to give a little bit of detail about my five website suggestions for 2008 below. If you want the in-depth version, you’ll have to tune into This Hour has 22 Widgets on Wednesday, December 20th at 10:00am Eastern Time. Let’s just say I have a lot to say, and typing it would take all day.

Here are my five favorite ways to make 2008 an even better year for your website:

1. Fix the ‘little’ things in your site. Did your site designer give your website title tags like this: “About Us”, “What we Do”, “Contact Us” and “Page 5.html”? If your pages have title tags that like those, it’s time to change them. Title tags play an important role in search engine rankings and in overall marketing. When (and if) a prospect sees a page in your site listed in a bunch of search engine results, do you think “What we Do” is going to entice them to click on the link your site? Titles should be no more than 70 characters long, including spaces and your keywords or key phrase should be as close to the start of the title as possible.

Also, do you have description copy for your website pages? This is another very important tool for your online marketing.

2. Plan an online PR campaign. Got company news that you want to get out to the world? While I never discount true, person-to-person PR practices, planning an online-only PR campaign can really boost your traffic and send you qualified leads. Google the term NC Based Copywriter and you’ll see some releases from me. While the releases are not part of my site, they each link to me or describe my news and services in some way. I suggest planning on two press releases per month depending on relevant company news you have available. Obviously if you don’t have relevant news, you won’t be putting out a press releases. As for distribution, tune in to the show and I’ll give you a bit more info about that.

3. Start a blog. This couldn’t be easier, yet it is STILL seen as a daunting task for many business owners. The first major question you need to ask is where you will host your blog. Your blog acts very much like a website. With WordPress blogging software (my particular choice for two of my blogs, including this one), you can choose to have WordPres host your blog (yourblog.wordpress.com) or you can host it with a separate hosting service (www.yourblog.com or www.yourwebsite.com/blog). The difference between the two is very important. WordPress does not allow commercial information to be posted on WordPress-hosted blogs. This is why I moved my blog to my domain: jasonpedey.com/blog. This is not hard to do. Again, the blog creates relevant links to your site and products and also provides an avenue for you to create relevant content both easily and often.

4. Podcast. I’ve said it before and I’ll say it again. Stop the sucky podcasting. I’m serious. There are still PR firms out there who think it’s cool to sit an intern with a script across the table from a C-level executive with a script and let the two read to each other while the conversation is being recorded. I don’t know why this still happens. When you podcast with me, you get interaction. Sure I’ll send you an outline of the topics we’ll cover in a podcast, but no word-by-word soap opera scripts. When you podcast with me, listeners get information with an element of entertainment, interaction and excitement. And again, podcasts are a great way to add relevant content to your site while giving people an inside look at who your company is. It’s easy and affordable and the best part is that I do most of the work. I’m talking 95% of the wrok here. All you have to do is read the overview and dial a phone number.

5. Dream big. I know each of the above counts as one idea. One blog. One podcast. One Ppress release, etc. But, that’s how big, powerful sites with lots of content are born. Imagine blogging twice a week for a year. That’s over 100 pages of relevant content for your site. Then post some press releases, articles and podcasts to your site and you have the nutrients your site needs to grow.

All of my suggestions for 2008 are within your reach. I can even help you set them up and make them happen. Don’t let another year of wanting to blog, or wanting to podcast, or wanting to do a PR campaign pass you by. Now is the time.

You know, some days even I don’t get it right. I have (or had) a client who wanted me to write four pages for their website based on four articles they had previously written for some print marketing. The website revolves around a real estate service that caters to For Sale By Owner sellers. I took the information, feedback and direction the client had provided, and wrote the best copy I could for them.

They didn’t like it. And in fact, they flat out stated they wouldn’t even use my copy.

Now, this isn’t the first time this has happened to me (if you find a copywriter who tells you they’ve never had a client hate their work, they’re lying). After the initial shock wore off, I looked inward to figure out what to do.

So what DO you do qwhen this happens? Well, if you’re the copywriter, you step back and look at the input and information. Is there something you missed? Is there something you misinterpreted? What can you do to correct the situation while still turning a profit for your time?

If you’re the client, you have a responsibility as well. Were you clear with the direction and guidance you offered? Were your expectations realistic and well-defined?

Many situations that involve dissatisfied clients come down to miscommunication and unrealistic expecations. And, even if things can’t be resolved in a way that completes the project, it doesn’t mean that the client and the copywriter just drop the project and go on their merry ways without some money changing hands. Time is valuable on both sides of the client-copywriter equation. The copywriter has invested time and effort into a project, and a resolution must be found that involves compensation. As a colleague of mine puts it: “If you buy a car and you don’t drive it, you still have to pay for the car.”

With my freelance copywriting service, I always try to get as much information about a project BEFORE I start. I ask a lot of questions, research the market, and make sure I have every piece of info relevant to the task at hand. And I’ll always do my best to complete your project the way you want it: on-target, on-time and on-budget.