Effective and affordable: Accelerate your marketing with a 4-piece PR kick-start package

By Kathleen Rake

It’s no secret . . . we have some of the greatest clients in the Fraser Valley . . . Metro Vancouver . . . the Whole Wide World. One of these clients is the Mission Regional Chamber of Commerce.

Ten of 12 months each year, we write features on Chamber members based in Mission, B.C. These articles are published in Businesstrack, the Chamber’s monthly newspaper supplement found both online and in the hard-copy version of the Mission City Record.

This type of feature article, known as an advertorial*, is a critical communications tool used by an organization to accelerate its marketing and PR strategy. The advertorial is a paid-for-by-the-client piece that is (A) written like a news story and (B) follows the rules of journalism as far as style and format go.

In December, we provide Businesstrack with a feature about us—Click Media Works. Typically in this feature, we either introduce a new product or service, or provide other information our readers – YOU – find useful. This year, we identify a new Click product: the PUBLIC RELATIONS KICK-START PACKAGE. Read the advertorial feature online here or download the PDF.

Go to page 23 to read the article.

Down arrows (2)

So . . .
Here’s everything you get in the PR KICK-START PACKAGE . . . but first,
here’s how we get you ready for everything you get.

Down arrows (2)

You provide us with any hard-copy or online bits you’d like us to review or feel. We then interview you for 30–60 minutes, asking all sorts of questions, including:

  1. What do you want to accomplish?
  2. When do you want to see results?
  3. Who do you define as your audience(s)?
  4. What are its pain points?

Additional phone calls and emails may be necessary to clarify some points. From the answers you give at the interview and the information we glean from reviewed material, we build these four critical communications pieces for you . . . and you have them forever, to use as you wish:

Professional Bio
Sing a Snappy Song

Yes, you need one; we all do. Unfortunately, most of us struggle and spend way too much time putting one together. You need your bio to sing a short, snappy, memorable song, rather than an epic ballad with a complicated (and often boring) melody and easy-to-forget lyrics.

Am I right? (You know I am.)

It’s not easy to condense your long list of important attributes, credentials, expertise, and experience into a short, effective piece – the kind others are happy to use in their materials, and the kind yet others are happy to read.

The professional bio we create for you is perfect for your website and brochure, or when you send out important news, participate in a high-level conference, speak to a local non-profit group, deliver workshops, and more.

Value: $247

About Us Feature
Know-Like-Trust

You want your audience to know who you are – whether the who you are is your organization, your key players, or you. When you share key information about you, others, and especially those who will buy what you sell, grow to like and trust you because they feel they know you.

Use the About Us on your website, in proposals when answering RFPs, or where your audience (read: clients/buyers) can easily access the information.

Value: $297

Advertorial
Stuff, not Fluff

Okay … okay. Let’s clear up some misunderstandings surrounding advertorials by starting with two things they are NOT.

  1. Advertorials are not fluff pieces; instead, they are articles written to provide a particular audience with relevant information, the sort of information that audience needs and wants.
  2. Advertorials are not sales pitches; rather, they are written in a journalistic style, without hyperbole or frenetic exclamation marks, so they fit easily into a regular, real publication, either online or in hard copy.

Advertorials closely resemble editorial—the regular staff-written pieces you read in a newspaper or magazine—but you pay for them, so they are considered advertising.

This bit is important: Because you pay for advertorials, you control the message.

Value: $547

Media Release
Timely-Relevant-Newsworthy

The media release is a powerful and cost-effective marketing and promotions tool, especially for a growing organization like yours. It helps your organization build credibility—something you need so you can get an edge over your more established competition.

The media release is written in a journalistic style and resembles a news story, with timely, relevant, and newsworthy information. And, unlike its close cousin the advertorial, a media release is always FREE to publish. But, remember when we said you control the message with a paid advertorial? That’s not the case with the media release because, well, you don’t pay for it. However, a well-crafted media release can often inspire a journalist to interview you for a real-life news story, something we like to call earned media, which is the BEST promotion of all.

Value: $597

Take these four pieces individually

  • Professional Bio ($247)
  • About Us Feature ($297)
  • Advertorial ($547)
  • Media Release ($597)

and you pay $1,688 for the lot. Worth it at that price—easily—because we work hard to make sure the pieces deliver the right messages to the right people . . . and that means you get the results you want.

But, when you take the pieces together, as a package, you save $691 . . . and that’s like getting the media release, one of the most valuable tools in your marketing and PR tool chest freeWhew.

Down arrows (2)

PUBLIC RELATIONS KICK-START PACKAGE
$997

Down arrows (2)

Want to book your package? Want to know more? Call us or write. We can provide just two packages each month, starting January, 2019.

-30-

*Combine the first part of the word advertising and the second part of the word editorial, and you have another word: ADVERTORIAL.

Click Media Works: Writers, Editors, Content Specialists

 


Website redesign: Horror or hooray?

By Kathleen Rake

It's exciting to plan something new, right? I think so, too.

Horror or Hooray

I was surprised, however, by the number of horror stories people shared when I mentioned we're setting the plan to redesign our website to accommodate (and promote) our business and its new directions.

So, that started me thinking: Why?

Why so many horror stories?

While I can't be sure why others experienced horrors, I'm pretty sure I can guess. And I'm pretty sure these are the three reasons we won't. 

  1. Before we made a commitment or paid any money, we had several conversations with our website designer to make sure he understood our business and its new directions.
  2. Then we worked to determine (A) he grasps our big-picture goals for the business in general and website in particular, and (B) has the technical skills to accomplish what we want and need.
  3. Once we were confident he understood us and had the needed technical skills, we put things on paper: timeline, tasks, who owns what, fee, payment method, payment schedule, everything he will do, everything he will NOT do, everything we are expected to supply or do, etc. 

Now neither of us has to guess what the other understands or expects, which means we both can move forward with smiles on our faces. At completion, instead of sharing horror stories, we'll shout Hooray! because we took the time/effort/energy to communicate–in person and in writing.

-30-

Copyright © 2018 Click Media Works. All rights reserved.

CMW


Secrets Revealed: How to break free from your J-O-B and become a successful freelance writer

By Kathleen Rake

I'll bet most of you who know me know that since 2010 I've had success as a full-time freelance writer—as a freelance copywriter and content creator. Prior to that, since the mid-1990s, I did it part-time, at nights and on weekends, off the corner of my home-office desk—the proverbial side hustle

Freelance Copywriter Success-Secrets Revealed

But, do you also know that over the course of six years and prior to breaking out solo as a freelancer, I worked as a business advisor within a self-employment program and helped hundreds of new entrepreneurs from the Fraser Valley—Mission, Chilliwack, Abbotsford, and Langley—start and run their own businesses? Many of these business people continue with their success, even after 10 years. 

If you know how to write and wonder if you might have a future as a freelance writer, the kind who gets to make your own hours, choose the best clients, and make enough money to pay the mortgage, buy groceries, and fully support yourself and your family—with vacations thrown in for good measure—then please join me at my 30-day pop-up Facebook page, Freelance Copywriter Success: Secrets Revealed. It starts today, is free, and you don't have to do anything but ask questions and read answers. The pop-up closes March 19, 2018.

In addition to answering your questions, I'll provide access to 

  • bits of wisdom to help you from making our mistakes;
  • cheat sheets to help you move forward;
  • tricks + tips to make things super simple;
  • proven success strategies; and, yes, the
  • secrets successful freelance writers use every day.

This pop-up is a closed group so only those within it can read your questions and the answers. Just go here and ask to be admitted. I look forward to answering your questions.

-30-

Copyright © 2018 Click Media Works. All rights reserved.

CMW

 


BoFW: Should you ask existing customers for referrals?

By Kathleen Rake

Q:

Should you ask existing customers for referrals?

Short A:

Yes.

Longer A:

Yes. But only if you want to get more work from people who are likely to pay well, pay on time, and give additional referrals.

What do I mean? Well, chances are that a good customer is going to give you the names of people he or she thinks are good candidates for your services. No one wants to make a bad referral; in my experience, at least, chances of a good customer-writer relationship increase when it begins as the result of an already-good-customer referral.

To increase your opportunities for good referrals, first confirm that this customer is happy with the work you are doing or have just completed, then ask questions (see examples below) that begin with who, where, which, or what, and don't forget to find out if you can use the current customer's name when you reach out—better yet, ask if your customer would make an email introduction.

  1. Who else in your industry would benefit from the kind of work I do?
  2. Where else do you think I should be looking for work like this?
  3. What other departments in this company ... ?
  4. Which of your suppliers ... ?

Warning-do not ask for referrals-unless you want them

Are you a writer who wants to make the move to professional freelancer? We are happy to answer your questions. Ask them here, on Facebook or Twitter, by email, or at Instagram. As we get questions, we'll share them (and our answers) with you here. We will use your name if, and only if, you give us permission.

Look for the hashtags #BoFW and #BusinessOfFreelanceWriting on all our social media platforms ... and please check back often.

 Write.
 Get paid.
 Repeat.

-30-

Copyright © 2016 Click Media Works. All rights reserved.

CMW


BoFW: How do you avoid getting stuck with unpaid invoices?

By Kathleen Rake

Are you considering making the move from in-house or staff writer, journalist, or author to full- or part-time freelance writer? 

We know that move can be scary—we've been there!

We want to help you shake off some of that fear by answering your questions about the business of freelance writing (#BoFW) right here. So, let's go:

Question:

How do you avoid getting stuck with unpaid invoices?

Answer:

We do two things we do to ensure we don't get "stuck." First, we write a detailed proposal that the client reads and signs. You'll want to make sure the client understands what you will do, what you won't do, delivery date(s), number of revisions, and more. The second thing we do is ask for (and get!) a deposit on the project before we start.

Freelance Friday-Thought for the day (1)

***************

Are you a writer who wants to make the move to professional freelancer? We are happy to answer your questions. Ask them here, on Facebook or Twitter, by email, or at Instagram. As we get questions, we'll share them (and our answers) with you here. We will use your name if, and only if, you give us permission.

Look for the hashtags #FreelanceWriterBiz, #BusinessOfFreelanceWriting, or #BoFW on our social media platforms ... and please check back often.

→ Write.
→ Get paid.
 Repeat.

-30-

Copyright © 2016 Click Media Works. All rights reserved.

CMW

 


The business of freelance writing: We're happy to answer your questions

Write.
Get paid.
Repeat.

Are you a writer who wants to make the move from in-house staff to professional freelancer? We are happy to answer your questions. Ask them here, on Facebook or Twitter, by email, or at Instagram. As we get questions, we'll share them (and our answers) with you here.

Look for the hashtags #BoFW and #BusinessOfFreelanceWriting on all our social media platforms ... and please check back often.

Clickety-clack, tippety-tap

-30-

Copyright © 2016 Click Media Works. All rights reserved.

CMW