Comments on: Freelancers: Kill Your Ego (before it accepts another rewrite)

By: Bill Jeffels

Bill Jeffels — Fri, 26 Mar 2010 01:41:41 +0000

” Simply Waving Your Magic Wand Across The Page ” LOL.

Kevin, that’s classic. Aren’t ego’s great.

Love it!

Bill Jeffels

By: Rezbi

Rezbi — Thu, 11 Mar 2010 12:46:00 +0000

That sounds to be pretty much the perfect approach.

I really should be doing that, anyway.

Being a student of Drayton Bird and learning about all aspects of direct marketing, I think I have all the tools necessary to put in place all the necessary bits to make such an approach work like gangbusters.

I really should put it to use now.

Thanks, again. That’s some good advice you’ve given.

By: Kevin

Kevin — Mon, 08 Mar 2010 20:01:14 +0000

Always good hearing form you, Rezbi.

That’s a good instinct to have, but the next thought should be…

“What is it worth to me and this client to make sure we get it to convert better.”

or…

“How do I set clear boundaries on what they are getting for the fee they pay me.”

What got me into trouble early on was following the client’s assumption that “better written copy” alone would increase conversions.

That’s why you should always approach things as a “marketing consultant” first, and never just a “writer.”

Kevin

By: Rezbi

Rezbi — Sat, 06 Mar 2010 22:15:58 +0000

You hit it on the head with this, for me. I’ve never accepted re-writes based on my gut feeling: The one that always said, “What if you’re copy converts worse than the original, no matter how good it is?”

By: Kevin

Kevin — Thu, 04 Mar 2010 18:40:24 +0000

Good point, Tim. All the more reason freelancer copywriters need to dig in deep with their clients and get the job done right.

Thanks for joining in.

Kevin

By: Tim Little

Tim Little — Thu, 04 Mar 2010 15:53:41 +0000

Nice blog!

I think you need to define exactly what you’re trying to achieve with your writing. In direct marketing everything can be measured and quantified, You test your headline, offer and how well your copy converts into orders. Sometimes when testing small changes you will discover a huge change in response which is money or return on investment.

Tim Little
Publisher, MarketingListBroker.com

By: Kevin

Kevin — Thu, 04 Mar 2010 13:45:28 +0000

Good insight, Tim. You’re right, it’s the writer in us who succumbs to ego. When it comes to running your own biz, you quickly realize time is money and everything’s got to be weighed on that scale. Short-sighted mistakes will cost you.

Tough part is, the only way to truly learn this is by screwing it up a time or two. But most of us quickly discover the outer limits and adjust accordingly.

Thanks for your comment.

Kevin

By: Kevin

Kevin — Thu, 04 Mar 2010 13:19:25 +0000

Harlan’s good like that, isn’t he, Kevin?

Mastering the ability to say “no” is among the widest gaps that separate the successful freelancers from those who tread water. It’s a counter-intuitive method, so it takes a while to get sometimes.

Glad to hear you made it over.

Kevin

By: Kevin Dawson

Kevin Dawson — Thu, 04 Mar 2010 04:36:23 +0000

Kevin,
So true. I don’t do “re-writes” unless I get the whole gig. It’s all about congruency. Harlan drilled it into me that you must have a common voice throughout the campaign, or it’s going to hit the reader with a sort of “mixed message.”

Your post serves to put an exclamation point on that. Thanks.

By: Tim Keenan

Tim Keenan — Thu, 04 Mar 2010 03:04:49 +0000

Thanks, Kevin, that sounds like something I’d probably do. Though I’m a proven good sales writer, most of my work has been strictly on the writing end. There has always been a marketer in charge of the overall process to guide me. I’ve learned a fair bit about marketing through several courses and from someone who took me under his wing, but I still think like a writer, not a marketer.
Sounds like this could cause me problems if I’m not careful.

Cheers,
Tim