Category: Resources

What We’re Writing

Posted on September 21, 2016 by Mahesh Raj Mohan - Resources

The Copywriter Conclave of Portland membership consists solely of working copywriters and content strategists, so I thought it would be a great idea to let you know what we’re writing. Here’s an update from some of our busy members:

Ginny Figlar of Figmeant says that she took some much-needed time off during the summer, but she wrote eye-catching content for the global IKEA catalog.

Great work, Ginny!

Mike Russell of Pivotal Writing has developed the Convert with Case Studies site with a strong argument: “your customers’ success stories shorten your sales cycle and improve your closing rate.”

Looking forward to this exciting new project, Mike!

Mahesh Raj Mohan (yours truly) of Enlighten Writing recently wrote a blog post on “navigating the stormy seas of security compliance” for Sungard Availability Services, my first commissioned work for the information security industry.

That’s just a quick update from a few of us. Check back again soon for more advice-related content and other exciting projects from our members.

Thanks for reading, as always.

Feel free to leave us a comment and tell us what you’ve been up to!

Freelancers and the Ransomware Threat

Posted on July 26, 2016 by Mahesh Raj Mohan - Advice, Resources

by Mahesh Raj Mohan and Mike Russell

This article is a collaboration between CC:PDX members Mahesh Raj Mohan (Enlighten Writing) and Mike Russell (Pivotal Writing). They created this article to keep clients and freelancers informed about the ransomware threat.

You may have heard the term “ransomware” lately. Ransomware is a type of malware that encrypts your computer or device so you cannot access your data or apps. There will often be a message on your screen demanding money (e.g. Bitcoins) to unlock your system.

Ransomware has become the “attack du jour” of hackers across the world. It is lucrative, catches many victims off-guard, and there are multiple methods of attack. Ransomware can be a virus or Trojan horse in an e-mail link. More worrisome, ransomware can be hidden in an online ad, as this excellent article from Malwarebytes Labs illustrates.

If you don’t have a robust firewall, ransomware can hide in a file that your system doesn’t recognize as a threat until it is downloaded onto your machine. It can cost you hours or lost productivity and income, and it can damage your relationship with your clients if their project data is on your system.

Okay, yes, ransomware is scary, but we don’t want to overdo the “fear” element here. There are steps you can take to defend your system and your clients. Best practice for freelancers and businesses dictates a “layered defense” strategy where you have multiple defenses running on your machine.

In this blog post, we’ll discuss some preventive actions you can take, their level of difficulty to implement, and the cost involved.

Anti-Virus and Anti-Spyware

Anti-virus and anti-spyware programs should be as common on your system as an Internet browser. We won’t advocate for particular programs, and we hope that you already have anti-virus of some kind on all of your devices (even Apple products).

Difficulty Level: Varies by the brand. Generally easy.

Cost: Varies; there are free versions, but we recommend the “fully loaded” types. Here is a full list for PCs.

External Hard Drive

The one sure-fire method of ransomware prevention. You buy an external hard drive that houses a copy of your data, as well as your client project data. You could keep all your client data on this separate hard drive

Difficulty Level: Moderate. External hard drives are simple to connect to your primary machine so you can copy files quickly and easily. However, it may be inconvenient if, for extra security, you turned off your Internet connection while working on your client’s project (e.g. you may need to use the Internet for research).

Cost: Varies. A 1-terabyte drive usually runs $40-$100 depending on the brand and whether you are buying a hard disk drive or a solid state drive.

Cloud Backups

Dropbox is the most well-known data backup solution that is not housed on your hard drive. Dropbox has 256-bit AES encryption. Dropbox claims that you can restore data to before the malware took effect, but you’d still lose the most current version of your file(s).

Difficulty Level: Easy.

Cost: Dropbox Pro costs $99/year or $9.99/month.

Password Managers

Ah yes, the dreaded discussion of passwords. Using the same passwords on multiple sites is not recommended, but coming up with dozens (if not hundreds) of passwords can be impossible to track. Password managers like 1Password and Roboform can help to make this easier.

Difficulty Level: Easy. Install them on your machine, and start collecting passwords. Every time you sign up for a new website, the passwords will be automatically saved. You can also choose “everywhere” options that reside in the cloud and can be used on more than one machine.

Cost: $20 and up.

For Advanced Users

If you are really worried about ransomware and want to be on the cutting edge of defense, you can try a couple of solutions.

Turn Off Adobe Flash

Flash is a vulnerable deployment vehicle for ransomware, and turning it off gives more power to consumers. Once disabled, you have the power to activate Flash for in-browser applications that use it.

Firefox

Locate the three vertical bars at the top of your browser, choose “Add-Ons,” the Plugins. Scroll down to Shockwave Flash and choose, “Ask to Activate.” If there is any malware hiding as a “malvertisement,” then this should help neutralize the threat.

Chrome

Go to the URL bar and type “about:plugins.” Locate “Adobe Flash Player” and choose “Disable.”

Safari

Choose “Safari” in the menu bar, then “Preferences,” and then “Security.” Click on the “Website Settings” button next to “Allow Plugins,” then select “Adobe Flash Player,” and “Block” for the option, “when visiting other websites” in the menu that appears.

Beta Testing

BleepingComputer offers some recent anti-ransomware downloads that are in the “beta testing” stage that either stop ransomware scripts from running or export encrypted files. These options are currently free.

Script Blocking Add-Ons

You can download a free Javascript blocker (such as NoScript on Firefox) that blocks scripts (Javascript and Silverlight) that can be exploited by hackers. The installation of the add-on is seamless, but you’ll find that a lot of sites use Javascript, so you will spend time “white-listing” sites that you trust. It can also make some websites non-responsive, so only choose this option if you are willing to deal with the hassle of a layered defense.

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We hope we allowed you to harden your defenses and think about cybersecurity and your clients’ data in a strategic way. How do you protect yourself against ransomware and other cyber maladies? Please add your suggestions in the comments below.

In Praise of Content Specialization

Posted on May 27, 2016 by Mike Russell - Resources

When I decided to become a freelance copywriter, I had no idea what I wanted to write, nor for whom. I took any project that came my way. Content specialization was far from my mind. (In retrospect, I wish I’d made that my initial strategy, and spent more time on sites like elance.com and odesk.com.)

I wrote a brochure for a social water heater company. I wrote professor bios for an MBA program. I wrote copy for a series of postcards for Coconut Bliss.

Focus? What focus? It was 2009. I just needed gigs!

Besides, I had no idea what I’d want to specialize in. I just knew that I wanted to make it as a freelance copywriter.

Over the years, I latched onto a series of niches: professional bios, SaaS sales platforms, Digital Health. Each time, I happened to like a client I had in that niche, and thought that I might stake my claim in that space. But then a project would come from a client in a different industry, and my “specialty” would evaporate.

Follow your personal interests.

That said, I believe it’s harder to position and market yourself as a generalist. You’re clamoring against everyone else who wants to freelance as a copywriter. Before connecting with you, your prospects have little to distinguish you from other freelance copywriters. If you try to promote yourself by blogging, the world is your topic. If you blog about writing, you’ll attract an audience of writers. What if most of your work comes from marketing managers and directors?

After a series of projects for clients in related industries, I took stock of my portfolio and realized that I’d backed myself into a niche in the “online honesty” space: cybersecurity, identity and anti-fraud. I’m still carving it out. As I do, I’m coming to appreciate how helpful it is to have a solid foundation upon which to build my marketing efforts.

Is there a niche hidden in your portfolio right now?

It’s easier to visualize my target audience and define a list of companies that I want to commit to “chasing” until I either get a project or a clear “no, thank you.” To do that effectively, I also need a clear value proposition that resonates across my messaging. Having a clear specialty makes that easier, too.

My prospects also benefit. Because I’ve already learned about their industry while working for complementary -or even competing- companies, I need less ramp-up time. I bring a more-informed perspective, since I’ve had my eye on common content types in this space. That helps me elevate from “implementer” to something of a strategist.

But the aspect of specialization that has me the most excited is the long-play of lead-nurturing. (Ed Gandia lays out his lead-nurturing plan in chapter six of The Wealthy Freelancer, a must-have book on every freelance copywriter’s shelf.)

Choose a smaller target. Take better aim.

Say you’ve chosen to specialize in the sustainable food industry, and you’ve chosen 10 businesses in that space that you’d love to work for. Doesn’t matter if it’ll take 12-24 months to get that first project; you’re committed.

First step: You’re going to keep tabs on their marketing content. The marketing managers at these companies will be promoting the content on their LinkedIn and Twitter feeds, which means they will see any thoughtful comments or suggestions you post in response.

Soon, you’ll begin to see useful marketing ideas at “Acme Foods” that might be useful to “Farm to Table.” The two companies might not be competitors. By sharing a link to Acme Foods’s latest blog post with the marketing manager at Farm to Table -along with a short note about why you think the link is relevant, and how it can be applied- you’re keeping in touch in a valuable way.

This concept may take 10%-20% more effort than just keeping tabs on each company’s marketing efforts, but it allows you to accomplish two important lead-nurturing activities at the same time:

Make thoughtful comments on the publisher’s pieces, and
Share thoughtful comments with marketers at related companies

Your catch-up plays double duty. Over time, you’ll bubble up to the top of your prospects’ lists of go-to freelance copywriters. Because you’ve been positioning yourself as a specialist in their industry, you’ll have a stronger base upon which to enjoy the other benefits of specialization: higher fees and greater authority.

If you’re not sure how to go about picking a niche, listen to episode 80 of the High-Income Business Writing podcast. These are great tips to get you started.

Are you a generalist who’s resisted picking a niche? I’d love to hear about the advantages you’ve found by sticking with “l’resistance.”
Have you chosen a niche? What other advantages have you found?

Define and Write Useful You-You Content

Posted on May 5, 2016 by Terri Wangle - Advice, Resources

When you’re writing copy, remember it is about you (the businessperson) and “the other” you (the client). Useful you-you content helps grow solid professional and personal relationships that form your client base.

To create your “you-you” message, demonstrate that you’re able to fill a person’s need or desire with your specific service or product (Talk about benefits that are pertinent to clients!) Also, provide additional free useful tips that improve their lives.

Try these helpful steps for defining and writing your message.

Brainstorm and think like your client. Write everything that comes to mind.

What need do you fill? (Think basics, like saving time, reducing stress, creating beauty, etc.)
How do you meet that need? (Think method of filling those basics, like offering professional cleaning services to save time and reduce stress.)
Why should he/she buy your product or service? (Think what sets your product/service apart.)
Why should he/she work with you? (Think professional business bio, including your background, training, etc., which supports your credibility.

Define your message with the client’s point of view in mind.

Review and use your brainstorming notes to write a focused message that demonstrates how your product/service meets a client’s needs.
Include clear directions (aka, a call to action). Use verbs—like “call, read, click”—that invite people to learn more and interact with you.

Use this client-focused message as the foundation for your consistent brand.

Remember that your clients are busy! They’re filtering content in about eight seconds. A 2015 study by Microsoft Canada showed people’s attention span dropping from 12 to eight seconds. While the report acknowledged that, “digital lifestyles affect the ability to remain focused for extended periods of time,” it highlighted helpful insight for marketers and business owners. “When consumers are looking for something to care about at every moment, rapid fire tactics like branded content, native advertising and generally useful, entertaining, and shareable content are best.”

While your message might grow and evolve, don’t confuse clients with a constantly shifting brand. If your clients need to work hard to recognize your company, they might stop interacting with you. Stick to the message that addresses their needs—and maintains your business relationship.

Good luck and happy writing!

Writers, Don’t Worry about Creative Theft

Posted on April 22, 2016 by Sheila Ashdown - Advice, Resources

(This blog post is part of our occasional series highlighting the websites of CC:PDX‘s members. If you’d like to see the original version of this article, please click here.)

Some writers live in fear of plagiarism. They worry they’ll put heart and soul into developing a book concept, and then some thief will come along and run away with it. For some writers, this fear is so powerful, they won’t even tell you what their book is about, much less let you actually read it.

I was listening to my favorite podcast the other day (from Seanwes, hosted by creative entrepreneurs Sean McCabe and Ben Toalson). It was titled “Nailing Your Product Launch the First Time,” and they address this very topic. Sean recommends marketing your product (in our case, books) six months to a year ahead of release. Some authors would balk at this, thinking, “But if I tell people what I’m doing BEFORE the book is launched, someone could steal my idea and get the book out ahead of me!”

Yes, this would be terrible. Creative theft is real. Plagiarists are definitely out there.

But as Sean says in his podcast (and I paraphrase here): You shouldn’t worry about people stealing your work. You should worry about getting them to care at all.

I know. It’s harsh.

But the truth is, early on in your career as an author, no one cares about your book as much as you do. No matter how great your idea is, your prospective readers are overwhelmed and overstimulated; it takes consistent effort to be heard above the racket. That’s why your prospective readers need multiple marketing “touches.” It takes time to get people to even notice what you’re doing, and even more time to get them to understand it, be excited about it, and then be willing to lay down money for it. This has nothing to do with the quality of your book. It’s just the natural progression of the sales funnel:

[Adorable illustration provided by Ryan M. Weisgerber]

So, the way this plays out in the mind of your prospective reader:

Awareness: “Oh, so-and-so published a book.”

Interest: “Huh, that actually looks kinda interesting.”

Desire: “Man, I really want to read that!”

Action: “Okay, I just bought it.” (And then, of course, they read it cover-to-cover.)

Advocacy: “Oh my God, I need to tell everyone how awesome this book is!”

This funneling can take minutes, or it can take years. Think about yourself—I’m sure you’ve made a spontaneous purchase of something the moment you discovered it; and I’m sure you’ve circled around a purchase for months or even years before you bit the bullet and did it. It has little to do with the quality of the product and more to do with the buyer’s perceptions and decision-making process.

However, if you’re so fearful of having your idea stolen that you refuse to engage in any marketing or audience-building prior to publication, you’ll find yourself in the disappointing position of having your gorgeous book ready to go on publication day—aaaand . . . your prospective readers are totally unaware of it, or are just barely aware. Maybe they’ll eventually be ready to commit to buying and reading it, but . . . just not yet. This creates a disappointing mismatch: you’re excited (and probably exhausted) because it’s FINALLY publication day, and then your announcements are met with the sound of crickets. Nothing sinks an author’s motivation quicker than feeling like nobody cares about their work.

You’re in a Catch-22, my friends. If you keep your ideas close to your chest, they won’t be stolen. But at the same time, by keeping your ideas “safe,” you rob your readers of the opportunity to enjoy them.

Also, while you likely already know this, I think it bears repeating: an idea is not a book. You, me, and ten other people could write a book about the same idea, and yet the results would be wildly different. Your book isn’t just an idea. It’s the execution—the finished product that expresses your wholly unique, un-stealable perspective and voice.

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[Check out Sean & Ben’s podcast: “Nailing Your Product Launch the First Time”]