I do most of my blogging on LinkedIn these days, at least anything that needs more than 250 words. Here’s the LinkedIn stuff. I also write a bit about fitness on Medium and the freelance life at 100 Days, 100 Grand.
Today , I took a deep breath and stumped up for four new Michelin Cross-Climates.
While I clock up a few miles and have driven everywhere from the USA’s Route 66 to dirt tracks in the Indonesian jungle, I’m mostly a weekend driver. I’ve never been on a test track and can’t test under controlled conditions. (Not without attracting attention from SE8’s finest, anyway.) And like most ordinary motorists in the UK, I’ve got other things to do than worry about those black bits of rubber at the corners.
So in contrast to the petrolheads of EVO and the flash of Michelin’s own marketing, my opinion’s that of a normal guy driving an almost-normal car. “Almost normal” because my Audi is a small car that feels like a big one. A 3.2L V6 up front and permanent 4wd with all the gubbins makes it heavier than a hatch but ultra-stable, while the horsepower keeps it fun. (I rarely use the flappy-paddle shifters, but love having them there.)
I’ve kept it years longer than I should, simply because it feels indestructible. But punctures are a hazard in my part of town, and I hate maintenance. So my rims wear something solid and reinforced.
The newly-launched Cross-Climates (purchased using the usual great service from Blackcircles) look exceptionally tough – even the garage guy said they looked “really grippy” – and however they perform, they look just great.
But do they work?
Yes. Brilliantly. And not in the way you’d think.
First off, these tyres are QUIET. None of the road roar you’d normally get from fattish 225/45s, certainly not what you’d expect from a tyre designed to play well on snow and ice. (Across much of Europe you need to change your tyres every October and March. These “Cross-Climates” are marketed as a year-round tyre, without the compromises you’d normally expect from using a Winter tyre in the hot and dry.)
Besides the hush, they feel more surefooted than any of the ContiSports I’ve had on over the years. They stick to the road like velcro. Not so much gliding over the tarmac as feeling their way along it, with barely a whisper. A bit of “fun” away from some traffic lights showed the grip starts from standstill; there was no sense the power wasn’t getting to the wheels fast enough. Did I say they’re quiet?
It’s a warm, dry day here in southeast London: not the conditions a Winter tyre is designed for. But driving around for an hour-plus, I didn’t notice any performance hit at all from the Winter capability… in fact, they felt better than any “normal” Summer tyre I’ve ever driven. Ultimately, don’t consider this model in terms of Winter or Summer; look at it as a great tyre, forget the time of year. I like this rubber.
(Disclaimer: I write the odd marketing brochure for Michelin (among other players in the automotive sector) but they’re not my contract client, did not ask for this review, and offered no payment or other benefit. I chose and paid for the tyres myself.)
Professional services like consulting and copywriting aren’t sectors you’d expect to accept credit cards; you can hardly imagine a sharp-suited ex-McKinsey guy or interim marketing director whipping out a card reader. Or can you?
I’ve recently started taking credit cards through my site Chris does Content, and it’s had a surprising effect. Not so much for longstanding clients on retainer (although they have the option) – but in the first month after setting up card payments I’ve had several clients buy single days of my creative consultancy by card.
Why? I’m guessing three things matter:
– To escape the hassles of overseas PO’ing. With the vast majority of consulting-type tradespeople limiting their market to their own country or city, taking cards expands your market with little effort. (The clients who’ve taken it up so far are in France and Taiwan.) I’ve always had an international roster, but not everyone’s lucky enough to have a background and contacts in Europe and Asia; taking cards exposes you to that broader audience.
– To enable faster response. If someone’s putting me on their credit card, I know they need stuff fast – and if schedule allows I can usually move them to the front of the queue. With basically zero argument to be had over payment cycles, a exchange of emails is all it takes to get things started; how’d you like 2,000 words of SEO’d up copy 24 hours after first contact? Can do.
– To take advantage of extreme discounting. I’m currently offering a 25% discount for one-off projects paid for by card, and it seems to benefit both sides – the client gets a competitive price, I get paid in 3-5 days instead of the 60-90 day payment cycles many EU businesses work on.
If you’re on your journey towards being a six figure freelancer, it’s a useful addition to your payment options. Give it a go!
It might not look much. But this one-page letter to a cold list (part of my 100 Days, 100 Grand project) returned an incredible response rate… between ten and twenty times what a snail mail campaign usually delivers. (And hundreds of times what you’d expect from anything beginning with “e-“.)
One director called it “the best piece of direct mail [he’d] received since starting the agency“.
As an exercise in navel-gazing, here’s the text of the letter… with my notes on why I think it worked.
Opening para: making friends
Nobody writes proper letters any more, do they? The kind you open without a click. Scribble notes in the margins. And delete with a crumple. When you do get a proper letter, you notice it.
Ah, the kick-off. It breaks most of today’s rules: no upfront offer, no call-to-action. It’s a preamble.
But… it interests you, doesn’t it? A straightforward truth: you don’t get personal letters any more. A real person wrote this, thinks the reader. And I’m guessing most of them got past this para without aiming it into the circular file. Takeout: before establishing your offer, first establish you’re human.
Body copy: setting the scene
I noticed «COMPANY». Because you're sky-high in SEO for "«CUSTOMPARA1»". (As I am for "London copywriter".) I'm writing in the hope you'll notice me. Because your "«CUSTOMPARA2»" approach syncs with what I do: custom copy for content marketers.
This para’s where I swing in the big guns: extreme personalisation in the mailmerge fields. (With a parenthetical riff on my own SEO rank.)
«CUSTOMPARA1» is the search phrase I used to build my list: the first few pages of Google results are, by definition, hot prospects. While «CUSTOMPARA2» is the agency’s (they were all agencies) approach to its work lifted from its website. (It’s usually a punchy portmanteau term like attract-convert-repeat.) So we’ve established rapport: I know what they do, and I took some effort to find out.
Add chrisdoescontent.com to your list of freelancers...
Now here’s the first part of the offer, centred and highlighted as if with a yellow pen. It only took two paras to get here, and it jumps off the page – most importantly, it tells the reader what they’ve got to do. Something a surprising number of mailings forget.
The support act…
Why use me? Because I've done a lot of what you want. My stuff combines fresh ideas (I'm an indie novelist on the side) with experience gained at top-10 ad agencies (200+ campaigns and 1000+ articles across Asia and Europe.) All backstopped by research methods from a top-1% MBA that keep the insights solid. That's why clients use me for years and stay friends forever. More at chrisdoescontent.com/what.
Once your reader’s interested you need to give them a reason to stick around, so I added the backup. Hard numbers and facts are what work here; your readers are getting down to business, and the touchy-feeliness of the intro is over. (Well, almost.) Yes, I do what it says on the tin. Now questions are forming, it’s also time for a link.
… with backing dancers
While I haven't worked for clients on your roster, like «CUSTOMPARA3» or «CUSTOMPARA4», I have created campaigns and programmes for big names like «CUSTOMPARA5». I'm mostly B2B, in tech /media /telecoms, finance, healthcare, automotive and aerospace. Know-how that may be of use to you: hit the ground running and all that...
Into the mailmerge forest again. The data here took ages to extract. <<3>> and <<4>> are the names of actual clients on the prospect’s roster. There’s no fast way to build metadata like this; until The Semantic Web hits its stride (at least another decade) trawling through websites by hand is the only option.
And <<CUSTOMPARA5>> is a handpicked selection of my clients – clients which match as closely as possible the sectors the prospect operates in. I’m moving in closer with every sentence.
...but it's pricey, right? Nope. Try £450 for a 1,000wd+ research paper or consideration content, less for snacks and snippets elsewhere on the nurturing pathway. Or £225 for a 500wd listicle with metadata. And turnaround times that can drop to 24 hours if your deadline's hot.
It’s time for go in for the kill. Content marketing – the point of this mailing – is price-sensitive, and while I try not to compete on price, it’s a reality of this space. I simply worked out what I need to work up a killer article (half a day min) and priced it in.
You can lean on me for teasers, pages, posts, blogs... Buzzfeeds, featurettes, infographics, and newsletters... microsites and Case Studies and White Papers. The whole kit and caboodle, with metas, tags and links whomped up and ready to go. I've worked on platforms from WordPress to HubSpot to Uberflip to SlideShare, in formats as diverse as PPC, ePub, and XML. I'm also conversant with 12 CMSs, HTML5 and CSS. See chrisdoescontent.com/portfolio for the exhibit.
Notice I used a couple of buzzwords in the previous para – listicle, metadata – to show I’ve got a grip on social and content marketing? They were warmups.
In this most verbose paragraph in the letter, I list the applications and formats I think they work with, and will expect me to know. It’s filler, but solid filler.
...and get your first content marketing brief answered for FREE
Again highlighted, the second of the 2 callouts communicates my offer without anyone needing to read the body copy. (As any good piece of marketing should.)
Closing para and call-to-action
But there's one thing you don't get: hassle. Contact me with a brief; I'll write you a sample you can use at no cost. I'm on 07876 635340 or email@example.com; current availability's about 9 days/mth. Let's talk.
It’s time to sign off. All the boxes are ticked here: offer front and centre, with a note that subtly communicates further proofs (I’m available, but not too available, ‘cos that’d mean I’m no good.) Hammered home with a homily.
Do I need to mention the letter was personally signed? My wrist’s still sore.
PS. You can download a PDF of this letter from chrisdoescontent.com/?attachment_id=«xxxx». (All right, proper letters don't work for everything. Let me know if you went all TL;DR on me.)
Every sales letter needs a PS. This one adds a neat trick: I uploaded each individual letter (not the template) to my site, and the reader can download the exact letter he received by clicking a unique URL. I finish the way all sales letters should: with a chuckle that gets the reader’s head nodding.
How could it be improved?
First, I should have put the offer in the postscript somehow. People still scan down to a PS before they get into the body copy. And using the too long; didn’t read euphemism was borderline; while agency bosses are web-savvy, they don’t always speak geek.
Second, the transition between the opening and second paras doesn’t quite hit the mark. I talk about letters being noticed, yet when “I notice them” it’s not because I got a letter. Small stuff, but it’s lapses like these that make tears in a piece of copy’s overall fabric.
Third, the backup in the middle. Lengthwise it works, but I’m divided as to its density. Too much jargon? Am I sounding clever rather than intelligent? On the edge.