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The Freelance Writers Blog

Happy New Year from Freelance Writers Dot US

Francesca Yates - Saturday, January 01, 2011
I don't know about you, but here at Freelance Writers Dot US, my partner Duncan Yates and I are happy to see 2010 in our rear-view mirror. Prior to 2010, business had been decent -- not record-breaking -- but decent.  Increasingly, however, we were having to emphasize to prospective clients that we are professional AMERICAN writers with decades of experience and awards and happy clients to prove our effectiveness.

We cringed every time we were asked if we could match Indian writers' "$5 a page" rate for SEO content.  We politely said, NO.   As you've probably noticed, poorly written SEO articles took over the Internet like a tsunami. We don't begrudge anyone trying to make an honest living; yet here we were competing with foreign writers who--what a surprise--sounded like English was a second language to them.  We're certainly in a global community, aren't we!

After such a provocative year, it was pure, sweet irony when a Midwest web design firm hired us to "edit" the work of the Indian SEO writers he had previously hired. He said, simply, "I just can't show this quality of work to my clients." So perhaps this is a harbinger of positive changes in global Internet marketing practices--a jubilant return to well-written communications and the joy of reading un-broken English.  Perhaps, we English-speaking American writers will have more opportunities in 2011 to show the world that intelligent and confident writing is the best way to convert more shoppers and browsers into loyal customers.

Happy New Year!  The American writers at Freelance Writers Dot US look forward to helping your business blast out of the recession this year with your own economic recovery plan. See samples of B2B and B2C websites we've written. Remember, we're here to help. 

Content Writing for Ecommerce Website: Crate Covers and More

Francesca Yates - Friday, December 17, 2010
We first met Stella, the designer and founder of Crate Covers and More in 2007 when her web designer, Shawn Maida, recommended us as website content writers. Shawn had developed her first website for her new product line of designer-quality covers for dog crates and dog beds. We wrote new content for a few of her main pages, not the product pages.

What struck me most about Stella was how she so elegantly transformed ugly, utilitarian dog crates and nondescript dog beds into fashionable home decor accents. She told me that her new product line combines two passions into one business--her love of dogs and her love of sewing and design.

Fast forward to 2010.  Stella emailed me to let me know that she was finally ready to upgrade her old ecommerce site. Business was going well. She had found an enthusiastic and receptive niche in the dog products industry with her crate covers and dog bed covers. But increased traffic to her website was overwhelming her original site. In spite of her "growth pains", her sales were growing constantly. Shawn Maida was coordinating the design.

It was time to have a full-bodied ecommerce site written by experienced ecommerce website writers.


We were so excited to be chosen as the website content writers for Crate Covers and More. We began by re-writing every product description. Her original product descriptions gave the facts and features of the products, but weren't focused on customer benefits. As veteran direct response writers, the writing team here at Freelance Writers Dot US knows how to write compelling and enthusiastic content that communicates the wonderful benefits of a product and motivates shoppers to buy.

Once the product descriptions were written and approved by Stella, we began writing the home page, About Us page (this is the subject for a future blog) and several other main menu pages. We're proud to tell you that Stella was thrilled with our ecommerce website writing. Read Stella's comments in her unsolicited testimonial.

If you're ready to empower your new or existing ecommerce site with our sales-boosting ecommerce website writing, contact Freelance Writers Dot US for a free quote today!

How to Create Money-Making Customer Testimonials

Francesca Yates - Saturday, July 17, 2010
This blog is going to tell you how to get money-making, deal-closing testimonials from your customers, instead of the lackluster  testimonials you've been forced to use. Our process of developing great customer testimonials will surprise you in its elegant simplicity and its amazing effectiveness. 

First, let's go back in time for a moment

My partner and husband  Duncan Yates and I are professional Internet writers and website content writers (hence our company name: Freelance Writers Dot US).  We have worked at the craft of advertising writing for over 25 years. Our lives as professional writers are divided dramatically into two parts--what we did before the Internet and everything we've been doing after the Internet dramatically arrived.

Before the Internet, we were direct marketing copywriters (a.k.a. direct response copywriters) and focused almost exclusively on B2B and B2C direct mail campaigns. As highly disciplined direct mail copywriters, the objective of our copywriting was to excite the reader so much about the product or service that they were compelled to take immediate action such as ordering, requesting information or returning the business reply card. How well we did our job was reflected in large part by the response rate of our target market.

What does this have to do with money-making customer testimonials?

An important ingredient for success in a direct mail campaign, as well as a website, is customer testimonials. The more, the merrier. Customer testimonials have always been a powerful sales-closing technique whether you're selling door-to-door, on interactively on the Internet.  As website content writers, we have found that testimonials are even more important online. They serve the important function of building confidence in potential buyers who may never have heard of you or your company and convincing them to buy from you even though you may be 3,000 miles away.

All customer testimonials are not created equal

Not by a long shot. There are three main types of testimonials, and and they vary widely in effectiveness.

Anonymous Testimonials
The more dramatic the claims are about the effectiveness of a product, the weaker the testimonials are.  Think of the "Lose 10 Pound of Ugly Fat Overnight" type of websites with suspiciously enthusiastic, yet anonymous, testimonials from "D.K., Atlanta" or "Housewife, N.Y.C."  The reason they are so suspicious is because they are usually fake. 

Typical Testimonials
They usually read something like, "Thanks for the great work you did!"  from "Mary Smith, Seattle, WA".  This type of testimonial is much better than "D.K. Atlanta," but it's got a long way to go before it can be considered a money-maker.

Money-Making Testimonials
These are testimonials that work hard for you and help your prospects make the final decision to buy from you. They are powerful, money-making deal-closers. They are longer than most testimonials because they have detailed information about the customer's experience with your company. They have the ring of authenticity to them. And they are signed by people with real names from real cities. B2B testimonials are signed by a real person with a name, a title, a company name, and a city and state.  You know you're reading the truth. That's why these testimonials are such great deal closers.

How can you get money-making testimonials from your customers?

If you're like most business professionals, you can only think of one way to get customer testimonials--you ask them to write one.  It may seem like a logical approach, but it's actually a big mistake.  Here's why:

1.  Your customers usually won't write a testimonial for you.  They say yes initially, but it's just not a priority for them. So they keep procrastinating. You don't remind them because you don't want to appear needy.  Time goes by, your customer completely forgets to write it, and you're too embarrassed to remind him. Sound familiar?

2. When your customers actually write a testimonial, it's not very inspirational or persuasive. It doesn't reflect the customer's genuine enthusiasm for your company. That's because most people aren't comfortable writing...anything!  Regardless of how pleased they are with your company, regardless of how many people they've referred to you, they don't know how to convey their feelings in writing. You can't just call them and say,  "Hey, you're testimonial was terrible. You're gonna have to make it better."  So you're stuck with a lousy testimonial.

Our 100% Fool-Proof Process for Getting Money-Making Testimonials from your Customers

Instead of asking your customers to write a testimonial, we interview them by phone and summarize their comments as a testimonial. They review our summary, revise it if necessary, and approve it. With our interview process, there's no need to wait for customers to write their own testimonials or nag them. And there's no need to settle for mediocre testimonials. As a third-party interviewer, we create a comfortable setting for your customers to talk honestly.

We have so much fun performing this service for our clients, because  the result is always money-making customer testimonials. Our clients are always thrilled and amazed that the testimonials are so powerful and genuine. A client in Atlanta--Elisabeth Jonas, owner of Encore Fundraising-- told us that the testimonials we developed  from interviews with over 30 of her customers had re-energized her sales force and given them more confidence when they made sales calls. Our client and SEO specialist, Evan Caulfield, Cybermed Marketing, summed up the testimonial interviews we've conducted with his clients in one word: "Awesome!"

"The Strongest Selling Point on my Website."

One of Cybermed Marketing's clients praised us for our website content writing and our customer testimonial service:

"You certainly taught me the selling power of professional website content writing! I appreciate all the great writing Freelance Writers Dot US did for our new website. I also thank you for interviewing ten of our customers and getting the wonderful testimonials that are now featured on our site. New customers are always telling me that they go to our Car Trendz website, read all the testimonials and feel confident that I will do a great job on their vehicles, too. I'm firmly convinced that our testimonials are the strongest selling point on my website.   Before my new website and the testimonials you got from my customers, new customers came from the local neighborhood.   I firmly believe that the testimonials have helped attract business from a wider geographic area. Some of my customers drive two hours to bring their car to me.  That never happened before. By the time they get here, they are already pre-sold and eager for us to do the work."   -- Tai Nguyen, Owner, Car Trendz, Alexandria, VA

We don't put words in your customer's mouth. We just ask the right questions, and they answer.

Step #1. You compile a list of satisfied customers you want us to interview. You contact each one to get their permission for us to interview them about their experience with your company.

Step #2.
  You give us the list of customers who agreed to be interviewed. Next to each customer's name, you write specific notes like, "Be sure to ask him about our deluxe service. He was thrilled with it." or "Be sure to ask him how we compared to the last company they worked with."

Step #3. 
We contact your customers by email or telephone and schedule a brief telephone interview -- 10-15 minutes max.

Step #4.  We interview each of them, asking specific questions that will generate solid details and a strong testimonial.

Step #5.  We summarize your customer's comments into a testimonial and email it to him along with a short Approval Form for his signature. We encourage your customers to revise their testimonial if it doesn't accurately reflect our interview. We've found that customers rarely change the testimonials we prepare, because we always listen carefully, take good notes and accurately summarize their comments.

Step #6.  Your client emails us the approved testimonial.  We then forward it to you. You now have the first of many money-making customer testimonials. Each will become a 24/7 sales closer on your website and other marketing materials.

Simple process...incredible results

Take advantage of our proven system to increase leads and sales on your website with customer testimonial marketing. Contact us today for more information about money-making customer testimonials.

Our new Business Catalyst website - Part 3: Designing the new site

Francesca Yates - Monday, May 17, 2010
When my partner Duncan and I made the decision to have Adobe Business Catalyst host our website and provide their impressive backbone of six integrated online business management tools, it was the perfect opportunity to do a major upgrade and expansion of our existing website, Freelance Writers Dot US.  Our Business Catalyst consultant, Evan Caulfield of Cybermed Marketing, began by copying our existing site and placing it on the Business Catalyst development platform.  At that point, Evan began to teach me how everything worked.


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