Here’s an interview I did last year about the art of ghostwriting and the science of communications.

The post “Writing Well Is the Easy Part. Writing Memorably Is the Hard Part.” appeared first on The Jonathan Rick Group.

Wikipedia is a paradox: Its official subtitle is the “encyclopedia that anyone can edit,” yet precious few know how do that. Indeed, so copious and cryptic are the encyclopedia’s rules that even if your intentions are pure, you’re bound to violate one of them.

So what’s the secret to success? In a word: Sourcing. Above all, Wikipedia editors focus on footnotes to determine what to include and what to exclude.

To that end, it behooves aspiring Wikipedians to learn the acronym “SIR.” “SIR” stands for “significant,” “independent,” and “reliable,” and it’s the hiding-in-plain-sight key to confirming that whatever article you want to cite is appropriate.

Confused? Maybe a little curious? Let’s say you want to create a Wikipedia page for Marie. Here’s how to use your new friend “SIR”:

Significant

Is the coverage of Marie in the article significant? Being cited or even quoted a few times in an article is not particularly helpful. Being quoted extensively is better, but still not a deal maker. What you’re looking for are reported profiles where Marie is the focus.

Independent

Is the media outlet in which the article appears completely independent from Marie? This rules out Q&A interviews and sponsored content.

Reliable

Is the media outlet reliable? That is, does it have a reputation for fact-checking and accuracy? Does it employ editors? Does it disclose conflicts of interest? Does it issue corrections when it makes a mistake?

If you want to learn more, watch my above interview with Grammar Girl (start at 4:49). You can also listen to the podcast. Or just read my white paper.

Addendum (3/17/2025): Thanks to Mignon Fogarty and Alison Schwartz for sharing the interview on LinkedIn.

The post 3 Letters Explain the Way That Wikipedia Works appeared first on The Jonathan Rick Group.

Want to become a ghostwriter? Then prepare yourself to answer these three questions.

Ghostwriting has traditionally been a shadowy business. Your clients rarely, if ever, acknowledge you. It’s tricky to promote your services. And no child, come Career Day, has ever declared, “I want to have someone else claim credit for my work!”

How times have changed.

Today, ghostwriting is big business. Prince Harry’s ghostwriter just penned a long essay reflecting on his craft for the New Yorker. Perhaps he was inspired by the tell-all that appeared a few months ago in Texas Monthly by the ghostwriter for Chrishell Stause and Vanessa Lachey​. Or the recap, from a year earlier, in Publishers Weekly, “Ghostwriters Come Out of the Shadows.” ​Indeed, ghostwriters are now publicly acknowledged for everything from Instagram captions to dating apps.

Yet despite the buzz, the profession in which I’ve built a career remains mysterious. Casual acquaintances ask, “You’re a ghost what?” Journalists ask, “How do I break into this field?” Colleagues ask, “How do I find clients?” And clients ask, “Where can I see your work?”

Here’s the good news: Starved of the spotlight, we ghostwriters are often quite chatty (especially if the subject is ourselves). We’re eager to swap war stories and show our scars. In that spirit, let me offer an intro to our industry for aspiring ghosts.

Question #1: How Do I Break Into the Ghostwriting Field?

Good news: You’re already a ghostwriter! If you’ve ever written a news release, bam — you’re a ghostwriter! (Every P.R. pro knows that the quotes in a release are made up.) If you’ve ever worked as a staff assistant in Congress, you’re a ghostwriter! (Everyone on Capitol Hill knows that those constituent letters aren’t actually written by the boss.)

Second, a related point: When I tell people that I’m a ghostwriter, they almost always assume that I ghostwrite books. I don’t. In fact, I basically ghostwrite everything except books — op-eds, blog posts, LinkedIn articles, slide decks, speeches.

I also do uncredited work — Wikipedia pages, website copy, newsletters, social-media content. (Yep, I write tweets.) Finally, I deliver work for others under my own name — workshops, on all manner of communication topics.

Collectively, I call this niche “short-form thought leadership,” and I’ve been able to build a career on its basis.

Third, many ghostwriters (including me) have experience as a journalist. That training is helpful, but at a certain point, you need to alter your mindset — dramatically. You’re no longer reporting; you’re now opining. You no longer have readers; you now have clients. You’re in the service business, and your goal is to serve your clients — to present their version of the story, rather than the most objectively identifiable one.

Here’s an obvious example: As a reporter, you would never give someone you’re profiling preapproval of your copy. As a ghostwriter, that’s exactly what you do.

Finally, one more point: As a ghostwriter, you’re also a businessperson. That’s right, you’re running a company. So you need to prepare yourself for everything that this entails: Proposals, negotiating, invoicing, scope creep, referral networks, client care and feeding, self-promotion, juggling multiple deadlines, health insurance. The list goes on and on.

Sure, you can hire an assistant. You can even hire subcontractors. (More paperwork!) But be aware, upfront, that writing is the easy part; building a business is the hard part.

Question #2: How Do I Find Ghostwriting Clients?

First, exploit your existing network. Send an email to your friends, family members, old bosses, colleagues, associates. Share on LinkedIn that you’re taking on new clients. Above all, create a website that explains your offerings.

Your first site need not be fancy; this is something you can create yourself. But, in my opinion, it does need one thing: Individual pages. That is, don’t list everything you do on one long page. Instead, create separate pages for each service, industry, or goal you cover. That way, if a prospect is looking for something specific, you can send him directly to your pertinent credentials.

(Put another way: If a client-to-be is looking for help with a drip-marketing campaign, it’s great that you also write news releases, but he needs help with his newsletter.)

Second, develop new networks. LinkedIn groups, Google groups, Facebook groups, even exercise groups — there’s no shortage of masterminds you can tap into. (Don’t know where to start? Ask your fellow ghosts; I guarantee they each know of at least one river of referrals.)

Third, don’t be shy about telling people what you do; always be networking. One of my neighbors became a client because in one of our early conversations, I said I do Wikipedia work. Another client, the C.E.O. of a restaurant chain, recently became a client because when I met her P.R. rep at a party, I mentioned that I help folks overhaul their LinkedIn profiles.

Fourth, promote yourself. Over and over. Don’t be shy. I write LinkedIn posts. Other ghostwriters write blog posts. Others volunteer for industry groups, or at least go to their happy hours. The more people who know what you do, the more people who can say “I know a guy” when someone says he needs a ghostwriter.

Question #3: How Do I Show My Ghostwritten Work?

First, you can and should describe your work. Plenty of P.R. agencies and management consultancies are experts at elevating themselves without revealing anything: “We helped a leading chemical company digitally transform its supply chain.” “We enabled a global manufacturer of semiconductors to boost revenue by 20%.”

You can do the same: “I wrote a speech for a celebrity upon the death of her best friend.” “I wrote a series of state-based op-eds for a major manufacturer of mammogram machines that persuaded health insurers to cover 3-D mammograms.”

Second, at the very least, you need samples of your own. Here’s the way I think of this issue: Just as you should be skeptical of the professor who doesn’t also publish, so you should be skeptical of the ghostwriter who doesn’t also write for himself.

For example, my colleague Matthew Rees publishes a newsletter, contributes book reviews for the Wall Street Journal, and reports for the website SwimSwam. This is all done under his own byline, and it’s all public.

Another colleague, Michael Long, cowrote a best-selling book under his own name. Previously, he penned a column for Jewish World Review.

As for me, you can find my work in outlets such as the Washington Examiner, Fast Company, and P.R. Daily. What’s more, these articles are readily available (and sortable) on my website.

The bottom line: If you don’t have clips you can share, you’ll need to be a mighty good salesman, because few people will hire you without any proof that you can do what you say you can.

Jonathan Rick is a freelance ghostwriter in Washington, D.C. If you have questions about ghosting — either the profession or the gutless act whereby someone stops replying to your emails — please do get in touch.

A version of the above article appeared on the blog of Gotham Ghostwriters on June 13, 2023.

The post Ghostwriting Gold: How to Build a Career Behind the Scenes appeared first on The Jonathan Rick Group.

How much free advice should you give away in a proposal?

If you work in professional services (think: public relations, management consulting, lobbying), one of the perennial questions you face is this: “How detailed should I make my proposals?”

On the one hand, you want to show that you grasp the situation and to demonstrate your expertise. On the other hand, you don’t want to work for free. Nor do you want to give away so much info that the client-to-be no longer needs you.

Consider the following example (from P.R.): Should you share the names of the relevant reporters you have relationships with? In my experience, most proposals will drop names but not contact info. I think that’s a smart compromise.

Here’s where things get tricky: Should you go further? For example, should you work up a sample pitch? Should you mention that TechCrunch is always hungry for scoops about a startup’s latest fundraising round? Should you reveal that Ellen Pollock is the business editor at the New York Times, or which outlets, if you pay them, will publish your op-ed?

In other words: Should your proposal include a plan?

Share the Sink

My take? Yes, absolutely! Provide as much info as you need to in order to make your prospect conclude, “These guys know the industry!” Or: “Wow — they really did their research!” In short: Throw in the kitchen sink.

You need not share the Signal address of the metro editor at the Washington Post. But you do need to show how you’d approach top-tier media. (Feel free to include a caveat that these recommendations are preliminary, tentative, and subject to change upon further research.)

A Little Knowledge Is a Fruitless Thing

Why am I so sanguine, whereas others are so protective? Simple: Just because I recommend that you do X doesn’t mean you know how to do X. If I say, with respect to your résumé, “Consider replacing your objective with a summary,” you may not know what the difference is, let alone how to execute that transformation. And even if you do, you may not know how to do it well — or you just may not want to spend the time.

Indeed, awareness is worlds apart from accomplishment; because I watch a video on YouTube about how to fix a broken toilet doesn’t mean I’m now a plumber. In fact, by watching that video, I realize how much work a project entails — which is why my next step is to contact a professional.

Put another way: In writing proposals, don’t merely whet your reader’s appetite. That’s what your competitors are doing, and it’s hard to stand out if you’re not, well, standing out. Instead, dispense a little free advice.

Point out a mistake in their existing work — along with a correction. Ask them a question they’ve likely never considered. Raise an idea that ignites their imagination. The more reasons you give someone to hire you, the more likely it is they’ll do so.

Is Sharing Scaring?

Does sharing a thought-out strategy make you uncomfortable? If so, here’s a middle ground: Try beefing up the other parts of your pitch, like your case studies, your process, or your unique selling proposition. If you’re afraid to get detailed with those prerequisites, then you may be in the wrong line of work.

Here’s another consideration: The bigger the contract, the bigger your proposal is expected to be. I’ve been a member of teams that are bidding on six-figure, even seven-figure, deals. In these cases, not only is giving away your counsel table stakes; it’s also de rigueur to pitch the client in person, at their office.

Indeed, forget about wasting hours writing down your ideas and forking over your intellectual property. Now you’re talking about days of prep and travel. and shelling out for tangible property such as custom props, printed and bound reports, taxis, trains, meals, and hotels. To piggyback on a famous quote: “Ya gotta spend time to make money.”

The Best Things in Business Are Free

If you follow my approach, the next question you must answer is whether to charge for these open-kimono works of art? In theory, you should: After all, you’re handing over more than your credentials; you’re handing over your research and recommendations.

But, again, there’s a catch: Few people will pay for a proposal; too many consultants view this as the cost of doing business.

To be sure, you can offer more middle ground:

1. You can charge for the proposal, then deduct the cost from your first invoice if the prospect decides to move forward. (The service departments of auto dealers have mastered this stratagem.)

2. You can offer an oral proposal (via a phone call), not a written one. (Talking is far easier than writing.)

3. You can limit your proposal to, say, two pages.

I’d advise you to think carefully before venturing down these roads, for three reasons:

1. The time to prepare an invoice, complete procurement paperwork, follow-up if necessary, and record payment — all to collect a fee that’s nominal — can sap your strength.

2. No one likes to be nickel and dimed.

3. If you’re concealing counsel, then you’re pitching with one hand tied behind your back.

If, at this point, you remain dubious, chances are, you’re worried about being taken advantage of. You think the client may steal your suggestions without hiring you. Maybe they’ll even share your proposal with the cheaper consultant they went with.

You’re right: This happens. It’s wrong, and it sucks. But instead of fuming, try celebrating the positives:

1. You fortified your prequalification radar; now you know how to spot a red flag.

2. You fine-tuned your proposal language; now you have a sharper template that you can apply to other prospects.

In other words: Don’t focus on administrivia. Focus on the big picture: Coming up with ideas; forging long-term relationships; and delivering work that exceeds expectations. Not only will your clients be happier. So will you.

Jonathan Rick is a ghostwriter in Washington, D.C. As a freelancer, he’s also a businessman.

A version of the above article appeared in Entrepreneur on April 24, 2023.

The post The Fatal Mistake Consultants Make in Proposals — And How to Avoid It appeared first on The Jonathan Rick Group.

To spec or not to spec: That is the perennial question facing both employees and consultants.

Picture this: You’re applying for a ​senior-level P.R. job. After your first interview, you’re asked to develop a communications plan that you’d implement in your first six months. No honorarium is offered. What should you do?

First, let’s distinguish between consultants and employees. Asking a consultant to produce spec work is increasingly understood to be inappropriate, in that these folks are external and part-time.

By contrast, asking someone you want to hire full-time, for years to come, to sing for their supper is more common. It may still be wrong, but it’s more common.

Indeed, the higher your position, the more acceptable this ask is. When Nick Clegg — the former deputy Prime Minister of the United Kingdom — applied for the top communications job at Facebook, he drafted a memo​ laying out his strategy.

Remember Paul Manafort? He did the same when applying to be Donald Trump’s campaign chief.

Yet just because this is the way things are doesn’t mean it’s the way things should be. Indeed, a reputable firm won’t require unpaid labor.

Standing on Principle

So how should you proceed if an interviewer asks you to perform an assignment without remuneration?

On the one hand, you can stand on principle:

• You can politely decline. (Just bear in mind that declining the assignment effectively means declining the job.)
• You can ask to be compensated. (The payment should be nominal; it’s not about the amount but about the offer.)
• You can provide old work samples. (I took this approach earlier this year.)

Ultimately, companies will continue to demand free trials and tests as long as some candidates comply. So, like a strikebreaker and a striker, you need to decide: “Am I part of the problem, or part of the solution?”

A Means to an End

On the other hand, you can view the task as a means to an end. Sure, it’s insulting — plus, most of us aren’t in the running for a C suite payday, a la Clegg and Manafort — but you want to work there, right?

Then try viewing the request not as a burden but as an opportunity, not as a necessary evil but as a competitive advantage. As Johnny Drama from Entourage reminds us, an audition is a chance to strut your stuff. After all, you’re not the only talent they’re considering; if you don’t play ball, they’ll find someone who will.

A Middle Ground

If you’re uncomfortable with these black-and-white options, then perhaps you can stake out a middle ground: Offer to explain how you’d approach the assignment. Maybe even walk through how you handled a similar project in the past. As a bonus, this strategy allows you to show how much work their request entails.

How to Decide

Over the course of your career, it’s likely that you’ll get handed an unpaid assignment. Here are the asks I remember from my own interviews:

• Take a timed writing test.
• Write a news release.
• Write an op-ed (within 24 hours).
• Edit an op-ed.
• Develop a marketing budget.
• Develop a marketing plan.

I remember these because I did them all. (The marketing plan was 2,200 words!)

Admittedly, this was back when I was young and hungry. Today, I’m much more established; like the writer Harlan Ellison, I benefit far more from cash than I do from “exposure” or burnishing my résumé.

And that’s the point: How you respond in these situations is a personal choice, depending on a variety of circumstances. For example, if you’re desperate for a job, or raring to go for this one in particular, then it makes sense to be accommodating — to make yourself as compelling a candidate as possible.

Similarly, if you develop a rapport with your interviewer, then you might want to make an exception. Even Don Draper can be talked into a freebie.

By contrast, if you didn’t get a great feeling from your interview, then it might make sense to draw a line. Ditto if the company is known to have a lot of money, or if the gig isn’t all that lucrative.

The bottom line: Whether you’re a freelancer or a full-time employee, know your bottom line before you walk into the room. If you fall into the same camp I do these days — no spec work, period — then be prepared to communicate this point in real time. As my wife reminds me, most conflicts in life can be negotiated if you explain your thinking clearly, with empathy, and without an edge.

Addendum (11/5/2022): Workplace-advice giver Alison Green adds a critical nuance I missed: “It’s reasonable to ask candidates to spend an hour or two demonstrating their skills; it’s not reasonable to ask them to complete complex projects, at least not without pay … Short assignments are reasonable — and smart. The issue here is with assignments that are overly lengthy, have unrealistic deadlines, or will be used for anything other than evaluation purposes.”

Jonathan Rick is a ghostwriter in Washington, D.C. He enjoys writing about the challenges and opportunities of freelancing.

A version of the above article appeared in P.R. Daily on November 3, 2022.

The post A Job You’re Interviewing for Requires an Unpaid Assignment. What Should You Do? appeared first on The Jonathan Rick Group.

If you don’t communicate your value, your clients may not appreciate all your efforts behind the scenes.

If you do public relations (P.R.), there’s a good chance you’ve encountered a version of the following story: You pitch a client to a reporter. You don’t hear back. Then, months or even a year later, that same reporter contacts your client directly. The result: A prominent and positive profile that you seemingly played no part in.

Sound familiar?

The Reporter’s Point of View

On the one hand, from reporter’s point of view, going straight to the source makes perfect sense. The benefits can be irresistible:

1. A middleman (that’s you, my flacking friend) is removed. And in general, the fewer people who need to weigh in, the more quickly a process can proceed.

2. A flack’s job (complimentary coverage) is, by one reading, at odds with a hack’s (just the facts). No wonder we’re called “minders,” or a chaperon on a date. If a reporter can bypass you, the interviewee will be less guarded and more candid.

3. As a part-time consultant rather than a full-time employee, a middleman may be less than fully informed. The closer someone is to the horse’s mouth, the greater her knowledge of how the thoroughbred will perform in next week’s derby.

4. There’s nothing unusual about direct access. Many principals are happy to hand their cell-phone number to high-profile members of the media. (Some politicians are famous for calling news anchors themselves late at night.)

The P.R. Pro’s Point of View

On the other hand, for a P.R. pro, this approach sucks. Let’s review:

1. You’re cut out of the loop. That makes your job more difficult — and more likely that your client won’t be properly prepped.

2. The work you did to put your client on the reporter’s radar in the first place goes unmentioned. Indeed, at some point, your client may well wonder, “If I can score such hits on my own, do I really need to pay some flack a sizable retainer?”

These frustrations are totally understandable. No one likes to be ignored. Yet don’t let your ego detract from the big picture: Your client hired you for publicity — and they got it big time! Congratulations, not indignation, are in order.

Attribution Is Argued About Across Industries

Incidentally, this attribution snarl is not limited to P.R. For example, it happens with new-business leads across industries. Let’s say Bob introduces Pam to me. Pam and I speak, but nothing materializes.

A year later, I contact Pam of my accord, and that follow-up results in work. Does Bob still deserve credit for this client, even though I sustained the relationship and closed the deal on my own? Absolutely! (And maybe compensation for the referral.)

Credit is due again when, 16 months later, Pam doubles my contract. The quality of my work may have turned her into my biggest client, but she never would have heard of me, let alone hired me, if it weren’t for Bob.

Attribution is perhaps most notorious in online marketing. For example, did a customer learn about your product because her friend forwarded to her your newsletter? Or did she see your ad on Instagram? Or did she find you through Google?

While Google Analytics can reveal the immediate history of how someone arrived at your digital doorstep, the software can’t tell you how she first heard about you. (Indeed, most people make purchases only after coming into contact with a brand repeatedly.)

The bottom line: Whether you work in public relations or pet grooming, whether you do sales or service, turf wars take place every day. And who gets credit isn’t a mere matter of pride. Often, it can be the difference between a bonus that allows you to treat your family to a vacation, and one that requires you to stay in the office while your kids luge down Splash Mountain.

The Solution

So how should you handle the attribution dilemma? First things first: By all means, take credit for the win — both with your client and in your own marketing materials.

You seeded the relationship, and its fruits (whether in two weeks or two years) blossom from the time you invested and the expertise you deployed. If it weren’t for your original outreach — which, after all, was targeted and memorable — then it’s likely the reporter would never have gotten back in touch. Or maybe she would have contacted one of your client’s competitors.

With this confidence, then find a way to notify your client about the backstory. Here are a couple of messages that will communicate your contribution without ire or insecurity:

If they’re no longer a client, try this:

“Congrats on such a wonderful profile! I’m so glad that Jeanne finally got back to us. As you may remember, I pitched her back in January, and sometimes it takes a while for a reporter to respond. But better late than never! ”

If they still are a client, try this:

“Kudos to you for handling this one! I hope you don’t mind that Jeanne contacted you herself. Sometimes that happens after a P.R. pro pitches the press: The reporter gets so intrigued that she does her own research and ends up getting in touch directly.”

The messaging required here is nuanced: You want to be polite and respectful without being too vague or becoming a glory hog.

Of course, such balancing acts are how P.R. pros make a living. We’re paid to simplify complex situations. To shape narratives. To help a particular perspective prevail.

What’s more, as a consultant, it’s critical that you communicate your value. Never assume that clients are aware of all that you do, or how hard your work is.

But if you drop a hint, they just might connect the dots.

Jonathan Rick is a freelance ghostwriter in Washington, D.C. To learn how he can help you shape your story, visit his website.

A version of the above article appeared in P.R. Daily on September 8, 2022.

The post How to Claim Credit When a Reporter Goes Around You appeared first on The Jonathan Rick Group.

A rundown of the pros and cons — along with some viable hybrid approaches.

Marcus Sheridan believes in bucking a trend. As the owner of a pool-installation company, he’d encountered the same question from customers over and over: “How many arms and legs is this gonna cost?”

His competitors wouldn’t divulge a price without first having a conversation with the prospect. As Marcus recounted to the New York Times: “Pool installers are like mattress or car dealers — we hate talking about how much a pool costs until we have you in person, because there are so many options and accessories we want to sell you. As a result, pool companies never mention price on their websites.”

Marcus thought differently. As an entrepreneur, he knew that if he could provide something his competitors would not, that difference would pique people’s interest. So he wrote a blog post titled “How Much Will My Fiberglass Pool Really Cost?” Soon, the post appeared first when people Googled questions about the price of a pool.

To be sure, Marcus didn’t cite an exact figure. But the fact that he identified figures at all, including figures for the most popular options, saved his company from the brunt of the 2008 recession.

And yet, almost 15 years later, Marcus’s method remains the exception rather than the rule: Most businesses — especially freelancers — remain adamantly opposed to making their prices public. Ask around, and the reasons run the gamut.

Why You Shouldn’t Make Your Prices Public

1. Competitive Advantage

I don’t want to help my competitors undercut me. If Bob knows that my hourly rate is $250, then he may well lower his to $240 — and then cite that difference when wooing a client.

2. Sticker Shock

Before presenting a proposal, I want to demonstrate value. Some prospects don’t realize how much time or expertise their project requires, and because I charge a lot, I’m happy to give away a few tips.

Indeed, when the roles are reversed and I’m the buyer, I like to learn why something costs what it does; that helps me justify the purchase. As the seller, I’ve found that providing this free advice is a surefire way to separate myself from my peers. Not only do I deliver the work at hand; I also help my clients understand the decisions I made in the process.

3. Bedside Manner

I want to see what the prospect will be like to work with. In connecting with someone new, I enjoy the dance of getting to know them. For example: If I ask two questions, do they respond to only one? How quickly do they respond? Is their tone curt or chatty? If they ask for a call, do they provide multiple times they’re available? Do they send over a calendar invite? Do they show up on time? Every signal informs my estimate.

4. Profit Maximization

I want to see how sensitive the prospect is to price, so I won’t leave money on the table. For example, if their first message mentions money, or they say they’re in contact with other freelancers, then I know they’re wary of overspending.

By contrast, if they don’t ask about a budget until after they’ve said they want to work together, or if they say their employer is footing the bill, then I know I can quote them a top-of-the-market rate. Ditto if they’re a member of the C Suite; these folks are accustomed to dealing with big numbers.

5. Clarification

One reason people hire freelancers is that they can’t perform the work in question themselves. Or they can’t do it as well. Or they can, but they don’t want to. In any case, when someone hires you, they do so because you know things they don’t.

This disparity has several consequences. For example, consider an op-ed. Someone emails you and asks how much you charge. Before you give her a number, you conduct a call; that’s when you discover she doesn’t need an op-ed but rather a self-published, self-promotional article.

To her, the difference is semantics. To me, the difference is one of workload and thus price. (It’s easier to put something out on LinkedIn than it is to pitch the New York Times.) Had I provided a quote without first conducting a call, I never would have signed this client.

Why You Should Make Your Prices Public

Yet the arguments in favor of opening your kimono are equally compelling:

1. Cheapskates

You weed out people who can’t afford you. There are few things more awkward than when you tell someone your fee is $10,000 and they tell you their budget is $1,000. Ouch!

2. Browsers

You identify tire kickers and freebie fishers. This cohort can be equally exasperating. For one thing, they rarely divulge where they are in the buying process. For another thing, browsers are hard to convert into buyers. Finally, transactions here are lopsided: They’re eager for your expertise, but reluctant to pay for it.

3. Simplification

You simplify your life. Let’s face it: Trying to suss out a buyer’s wherewithal is a pain. And keeping track of different quotes for different people? That only twists these knots tighter. As anyone who’s sustained a lie knows all too well, over the long run it’s much easier to tell everyone the same version of the truth.

Similarly, a rate card simplifies things for your prospects. Sometimes, people just want the bottom line — not because they’re not cheap, but because they’re busy. As freelancer Maddy Osman points out, “The easier you make yourself to hire, the more likely you are to be hired!”

4. Focus

While salesmanship is part and parcel of freelancing, making your prices public lets you focus less on business development and more on client work. After all, those who contact you already know your fees, so you can shift your attention from qualifying a lead to closing the deal.

5. Ranges

Still doubtful? Instead of providing fixed numbers, offer ranges for each service. If you have a minimum for working together, specify that. Your goal is to establish general expectations; precision comes later.

What if your pricing is complex? Then go ahead and include caveats. For example, want me to pitch that op-ed I ghostwrote? Additional labor requires additional money. Want me to test two dozen headlines to see which one draws the most readers? That, too, will cost extra.

6. Goodwill

The final benefit is perhaps the biggest — and the one that Marcus Sheridan champions: People appreciate transparency. By being upfront with someone, you immediately create trust. And if someone trusts you, he’ll likely do business with you.

What’s Best for You?

So which approach is better: The assembly line, or the bespoke suit? The answer depends on your business model.

If your rates are relatively low, then it makes sense to go forth and publish. What you lose in margin, you’ll make up in volume.

By contrast, if your rates are high, then it makes sense to protect your proprietary info and guide prospects to a customized conversation.

What if neither approach is quite right for your clientele? In that case, here are three middle-ground tactics you can try:

1. Templatized Reply

When a prospect contacts you, send back a standardized response that provides pricing parameters. (This is what freelancer Kat Boogaard does.)

2. Contact Form

If you have a “contact” form on your website, you can require visitors to specify their budgetary ballpark before they click “send.” (This is what freelancer Kaleigh Moore does.)

3. Survey

Finally, you can create a survey that asks visitors about their project. For example: Do you want one camera, or three? Do you want interviews, or only B-roll? (This is what 4Site Interactive Studios does for video shoots.)

My Approach

Which approach do I favor? Before writing this article, I was adamantly opposed to sharing a rate sheet. In fact, I didn’t even want to offer a range. Here’s the explanation I use on my website for Wikipedia projects:

“Let’s say I quote you $50 – $100. Well, most people focus on the $50. Some people assume $75. But no one thinks $100. As a result, if the actual cost is anything above $75, you feel you’re getting squeezed. That said, I know price is important, so here’s what I can tell you: Wikipedia work is expensive. It requires specialized expertise and is an investment in your digital reputation.”

This answer has always felt like I protested too much: Even as I was apologizing for being cagey, I was trying to persuade the reader to appreciate that caginess.

Now that I’ve researched the issue, I feel differently. Though I’m not quite ready to publicize my prices, I am ready to let them out from under lock and key. In other words, if someone asks me for an estimate, I’ll go ahead and give it to them. I may sacrifice a few bucks, but I’ll gain the most precious asset of all: Time.

Jonathan Rick is a freelance ghostwriter who specializes in thought leadership. Need help with a Wikipedia page? How about a slide deck or op-ed? Send him an email.

A version of the above article appeared in the Tilt on July 26, 2022.

The post Should Freelancers Make Their Prices Public? appeared first on The Jonathan Rick Group.

I might be less gullible than an 80-year-old grandma, but my hubris lowered my defenses — and it nearly cost me thousands of dollars. Here’s my story, along with six smart takeaways.

Imagine that you’re a freelancer. A potential client gets referred to you by a trusted colleague. It’s a colleague you’ve been working with for years, and everyone he’s connected you with has proven to be a serious prospect. You’re so excited that you make a rookie mistake known to anyone who’s gone on a first date in the last decade: You fail to Google the guy.

The project at hand (writing the script for a workshop) has an aggressive deadline (less than one week), along with two provisions you’ve never encountered: The client doesn’t care about the tone or style of the text; he just wants it to be “informative.” And he wants it not as a Microsoft Word or Google document, which are easily editable, but as an Adobe Acrobat P.D.F., which is not.

Why is this odd? Most people who hire a ghostwriter care about their words; that’s why they pay big bucks for a pro. Also, most want to tweak writing that goes out under their name; rare is the client who accepts whatever you’ve written uncontested.

On one hand, these requests constitute red flags. On the other, they also make your job easier. Your mind leans toward the latter.

The 5-Minute Call

You schedule a call with the prospect. You explain that his $3,000 budget won’t cover the scope of work. Your rate is $5,000, which you require upfront.

Without pause, he says “OK” and asks you to text him your address. The whole conversation lasts less than five minutes.

Why is this odd? His budget just exploded by 66%, yet he didn’t ask a single question. What’s more, he doesn’t ask for an invoice. Hmmmm.

You get a receipt when you buy fries at McDonald’s, but this man of mystery is happy to shell out five grand without so much a single contractual sentence.

On one hand, this conversation represents another red flag. On the other hand, your job continues to get easier. Your mind leans toward the latter.

In fact, you begin to rationalize. His English is broken; maybe he prefers to communicate by text message? Additionally, the risk seems minimal; he’s happy to pay your full fee upfront — isn’t that ideal? As an Aaron Sorkin character once said, “Once you get the answer you’re looking for, hang up.”

Best of all, he says he’ll overnight you a check. Then he mentions, ever so casually, that the amount will be less than what he promised. His explanation is muddied, but it seems a third party is footing the bill and someone screwed up.

You don’t say anything. You think, “Short a few bucks? I can live with that. Short a few hundred bucks? I’ll cross that bridge when I come to it.”

Then the check arrives. When you open the envelope, your jaw drops. He said the amount would be less. In fact, it’s more. A lot more. It’s $9,980.

Obviously, this is abnormal. And beyond the sum, the check is not from your client but from a “public library” — in a different state.

On one hand, the red flags are turning crimson. On the other hand, he did say the money would be coming from someone else. And shipping something via FedEx overnight isn’t cheap. Maybe by “short,” he meant $20 short of $10,000? Your mind leans toward the latter.

Before you can process all this, you get a text. It’s him. He wants you to deposit the check and to send him a copy of the confirmation slip. You eagerly comply.

Then comes the next set of demands. And in case you’re wondering, yes, this all happened to me; I’m reprinting the messages verbatim:

“The money will be cleared into your account by tomorrow so when it cleared cashout 5000 and I will tell you whom to send it to because we need to get everything set for the workshop.”

On one hand, you don’t have to be a forensic accountant to realize this isn’t how people do business. On the other hand, you just pulled down $10K, double what you’re owed. Your mind leans toward the latter.

Day Two

The next morning, you get another text. “How are you doing?” he asks.

“Working hard on your script,” you reply.

His next message signals a decisive shift: “Thanks for the work but I want you to listen to my instruction on how to send the leftover of $5000. The money has been cleared into your account so I want you to reply my message.”

Eight minutes later, your phone rings. “You didn’t respond to my text,” he states.

At this point, you’re trapped between emotions. First, you attempt logic: “Look, if you want me to finish the script by Friday, then I need to focus on writing. If you want me to respond to text messages within eight minutes, then I won’t have the time to complete the project.”

He wants to argue, so you try a second tactic: “To be honest, this situation is making me uncomfortable. You have my word that I’ll pay you back the difference after I finish writing.”

He says “OK” and hangs up.

An hour later, he changes his mind. This time, he emails you. He tells you that you can, in fact, find time to go to the bank today. It’ll only take 15 minutes to do a wire transfer, he promises. He even offers you $1,500 for lunch, $50 for gas, and $200 “for the inconvenience.”

Fifteen minutes later: “Sorry I made mistake I intend to give 150$ for your lunch not 1500.”

On one hand… No! At this point, to quote Tevye in Fiddler on the Roof, “There is no other hand.” Something is definitely off.

You leave a voicemail for your contact at your bank. Meanwhile, you continue to write; after all, you’ve cleared your schedule for the next few days.

As you wait for a call back, emails start piling up in your inbox. The subject lines blend desperation with pressure — those princes of Nigeria would be proud:

ATTENTION PLEASE !!!

URGENTLY NEEDED YOUR ATTENTION PLS

WHY ARE YOU NOT TEXT OR EMAIL ME BACK

The Harsh Glare of Truth

Fortunately, your banker responds within the hour. His first words: “Don’t do anything.”

He explains that the situation bears all the signs of a classic con. The “mistaken” overpayment via physical check. The demand for reimbursement via wire transfer. The fluctuating amounts. The urgency. The mangled grammar. The suspiciously detailed knowledge of banking.

There’s even a name for these shenanigans: The “overpayment scheme.”

“But the check cleared,” you protest. “It’s no longer ‘pending’ or ‘processing.’”

“Not exactly,” your banker explains. “It passed the first of several tests. It could still be subject to a ‘stop’ order. It could still bounce for insufficient funds. It could still be counterfeit.”

“But the full amount is sitting in my account. It’s available for withdrawal.”

“We do that as a courtesy. It can take up to 60 days before we validate payment.”

“Sixty days?!”

“Yep. We’re quick to grant you access to the funds because the banking system wouldn’t work otherwise. But bear in mind that if a check is returned, as the payee you’re ultimately responsible.”

Over the next 20 minutes, you sprint through the stages of grief: You deny what is obvious. You try to bargain your way out. Finally — after the third time your client calls while you’re on the phone with your bank — you accept reality.

And yet, you still cling to a sliver of hope. You can’t believe something like this could happen to you — you, with your finely honed B.S. detector; you, with your payment-upfront stipulations. Plus, you’re deep in the throes of what economics call “sunk costs”: You’ve already spent a day writing, so you’re emotionally invested in the assignment. Thus, you take your banker up on his final suggestion: You call the bank that issued the check.

You say you suspect fraud; they ask you to send a picture of the check. Seconds after receiving your email, you hear the words you were dreading: “I wouldn’t deposit this.”

Oof.

“To be honest,” the representative continues, “this looks like it was printed on a home computer. Also, there are some formatting issues.”

In other words: The check was almost certainly forged. The whole thing was a brilliant, sophisticated swindle. Thank God you didn’t wire any money.

Had you done so, here’s how the ploy would have played out: The con artist would receive your funds immediately, making them unrecoverable. Within a few weeks, your bank would notify you that your windfall was fraudulent, and the bank would erase the entire amount from your account. As a result, you’d permanently lose about $5,000 of your own money — not to mention the time you’d invested writing the script that never mattered in the first place.

Your emails and calls to the client would go unreturned. At some point, the former would bounce back, and the latter would be blocked. Any recourse you might reach for — to FedEx, to your bank, to his bank, to the F.B.I. — would be fruitless.

Eternal Vigilance Is the Price of Freelancing

How could I have avoided this ambush? Here’s the smartest, most practical advice I’ve collected from experts:

1. Question the Source

Neglecting this was my first mistake. Anytime someone refers a client to you, ask how they know this person. Is your contact “just the messenger,” or have they vetted the prospect?

2. Trust, But Google

However someone ends up in your pipeline, always research them. Two minutes of Googling would have revealed that the only digital trail for my newfound cash cow was a LinkedIn profile with three connections and no headshot.

3. Don’t Be Fooled by FedEx

FedEx can charge more than $100 to overnight an envelope. That’s an impressive display of credibility. Of course, that’s the rate for consumers; if you have a corporate account, the price plummets. What’s more, a $100 investment to pocket $5,000 is a return that even Warren Buffett would envy.

4. Draw Up an Agreement

Even if it’s only a paragraph, get something on paper that establishes your scope and fee, which lists contact info for both parties, and which is signed. If your bank hits you with a fine, you can show them you were victimized. Also, had Mr. Moneybags balked at signing a contract, that red flag would have been a dealbreaker. (At least that’s what I tell myself in retrospect.)

5. Insist on an Electronic Transfer

There’s a reason I was snail-mailed a paper check, even as I was directed to send payment back electronically. Wire and automated-clearinghouse transfers can’t be forged or even reversed; they’re the equivalent of cash. This doesn’t mean you should stop accepting checks altogether; just don’t accept them from a new client.

(You’ll be in good company; many landlords require that your first month’s rent and security deposit be paid via money order or cashier’s check.)

6. Don’t Engage

When you receive a scam call, don’t ask to speak with a supervisor or get testy or play dumb. Experts recommend that you just hang up.

That’s as true with telemarketers as it is with clients. If you sense a scam, resist the temptation to play hero or detective. Instead, call both your bank and their bank and report your suspicions, then consider yourself lucky that you caught the con early.

Think You’re Too Savvy to Get Scammed? So Did I

When it comes to being hustled, I think I’m pretty savvy. I’m well-versed about phishing emails. I ignore voicemails purporting to be from the I.R.S. When I sell things on Craigslist, I use a firm cash-only policy. I’m even skeptical of those who use a @verizon.net email address.

How, then, could I have been so naïve? How could I have fallen for such an obvious deceit? The more I reflect, the more I’m convinced that my downfall was that of Icarus: Pride. I was just plain arrogant.

“This can’t happen to me,” I thought.

Of course it can.

Addendum (2/11/2022): Since publishing this article, I’ve heard from other freelancers with similar stories. In fact, a colleague here in the Washington, D.C. area appears to have been contacted by the exact same miserable creature who preyed on me: Same remit. Same offer. Same topic. Same garbled English. Different name and email address. (Happily, my colleague’s spidey sense was sharper than mine.)

Here’s another (almost) horror story: A freelancer who had just started her business pulled a client off a chat board. The physical check arrived promptly, and she deposited it. Then the client started pressuring her to return the funds. He claimed his son got injured and was in the hospital. Happily, the freelancer called the company whose name was on the check. They said she was the fifth person to call.

These shell games target freelancers, who are particularly vulnerable. We’re hungry for work and don’t have the support system of a team. Plus, con artists bank on the fact that most of us haven’t heard of these cons. I hope the above article will help change that.

Jonathan Rick is a ghostwriter in Washington, D.C. As long as you’re not a Nigerian prince, he’d love to help perfect your slide decks, Wikipedia articles, LinkedIn profiles, op-eds, website copy, and more.

A version of the above article appeared in the Washington Examiner on February 5, 2022.

The post 6 Ways to Protect Yourself Against One of the Oldest Cons in the Book appeared first on The Jonathan Rick Group.

Let the way a prospect couches his request determine your next steps.

Here’s a scenario all freelancers will bump into at some point: I recently completed a project running LinkedIn ads for a client. My client then referred me to a friend of his, who sent me the following email:

“I’d love to chat with you about LinkedIn when you have a minute.”

Here’s how I responded:

“Sure thing! Do you have a specific project in mind? In case you don’t have the link, here’s more about my services.”

I never heard back. Any ideas why?

Here’s my best guess: This guy didn’t want me to hire me. He wanted free advice.

Never Look a Gift Lead in the Mouth

On one hand, you might say that I should have taken the call. If someone wants a few quick tips, it doesn’t cost me a great deal to indulge him.

He might not have business for me now, but maybe he will later, or maybe he knows a guy. If you generate enough goodwill, it’ll ultimately pay dividends.

Always Qualify Your Leads

On the other hand, you can view this as a story about qualifying your leads. If you made time for every passerby who wanted only to sponge off your knowledge — well, giving away your limited time and hard-earned insights isn’t an ideal business strategy.

What’s more, my reply didn’t foreclose the conversation. After all, I agreed to chat; I just wanted to first clarify the parameters.

3 Criteria

Here’s my take: Both views are perfectly reasonable.

That’s because the smart salesman avoids a rigid rulebook (exemplified by words such as never and always). The smart salesman treats each scenario not as a process with blanks to be filled in and boxes to be checked, but as a unique opportunity.

How should you choose which view to take? Here are three criteria that have served me well:

1. Honesty
There’s nothing wrong in fishing for a freebie. We all do it. At the same time, the honest buyer doesn’t downplay his intent; he owns it. As Conrad Hilton tells Don Draper in Mad Men, “I want you to give me one for free.”

2. Specificity
A corollary of honesty is specificity. To this end, consider whether what you’re being asked is generic and open-ended, or if it contains evidence that the asker has thought things through?

In other words: Is your prospect at the beginning of the purchase funnel, where he’s shopping for info, or is he at the end, where he’s ready to buy?

3. Intuition
Never discount your gut feeling. We’ve all met someone we don’t click with. Maybe his background is sketchy. Maybe his tone is rude. While these signals aren’t disqualifying, you should factor them into your calculus for how generous you want to be.

How to Ask for Something for Nothing

So, using the above criteria, how could Mr. Freebie have made his message more palatable? Here’s a possible rewrite:

“While I don’t have a project for you at the moment, I’d love to learn more about how LinkedIn ads work. Might you have time for a 15-minute call next week?”

What makes this email laudable? Two reasons: First, the emailer is up-front about his situation. Second, he time-limits his ask. In short, he shows self-awareness.

Here’s another rewrite that rarely fails:

“Can I take you to lunch and get your advice?”

In this case, I’m not just being asked for a favor; I’m also being offered a trade: Food for info.

Indeed, even if I decline the meal, the proffer inclines me to take the meeting. Ask any pharma rep: It’s amazing what even the busiest people will do in return for free food.

Additionally, don’t overlook semantics. Ordinarily, I would have written “pick your brain.” But thanks to communication coach Dorie Clark, whose work I discovered in the course of researching this article, I replaced that gruesome cliché with a friendlier, more purposeful phrase.

The bottom line: If you want something for nothing, don’t try to paper over that fact. Acknowledge it directly. And if you’re able to extend value in exchange, all the better.

Know Your Limits

If you’ve read this far, you might think I’m inflexible or myopic. On the contrary, I believe in opening the kimono.

That’s why all my slide decks are available for free. That’s why I elucidate the intricacies of Wikipedia in a free white paper. That’s why I reveal the two biggest mistakes that executives make when speaking with a reporter. I’m happy to sing for my supper.

But there’s a limit, especially if there’s no supper in the offing. Because I make so much of my work public, if someone wants more, then he needs to give more. After all, this is my profession; it’s how I support my family.

When I employ that explanation, I’ve found that most people are receptive and respectful. If not, I rest easy; the prospect was a parasite.

P.S. The guy never replied.

Jonathan Rick teaches P.R. pros how to sell their services.

A version of the above article appeared in P.R. Daily on August 9, 2021.

The post When Should a P.R. Pro Give Away Advice for Free? appeared first on The Jonathan Rick Group.

Please stop using this nonapology apology.

Have you ever told someone, “I’m sorry if you feel that way”?

If so, please know that this is most certainly not an apology. It’s not even close.

In fact, this everyday phrase is one of the most specious, one of the most insidious, and one of the most repugnant in the English language. It’s a head nod toward contrition, but it’s unforgivably devoid of sincerity and ownership.

Let’s unpack the explosive meaning of these seven little words.

1. You’re Apologizing for a Hypothetical

Consider the first word, “If.” If I feel I was wronged? Whatever incident gave rise to your ifpology isn’t hypothetical. Don’t swaddle yourself in conditional language; either you did something wrong, or you didn’t. If you did, then drop the “if.”

Ditto for the corporate version of this apology — “We apologize for any confusion.” (Thanks, Instagram.) First, ditch the word “any.” There was confusion, and “any” makes it sound like anyone who didn’t intuit your intent is overreacting or underinformed.

Second, ditch the word “confusion.” “Confusion” not only makes it sound like I’m dumb; it also trivializes the issue.

And let’s not forget about the equally abused word “inconvenience,” as in, “We apologize for the inconvenience.” When three venomous spiders cause a library to shut down, that’s not an “inconvenience,” as a University of Michigan spokeswoman put it. “That’s scarier than any midterm exam will ever be,” as theSkimm newsletter clapped back.

2. You’re Shifting the Blame

Here’s the second deception engendered by the original language: Even if you drop the “if” — thus, “I’m sorry you feel that way” — you’re still apologizing for the way I feel, rather than for the way you made me feel. This is as devious as language gets. It borders on gaslighting.

The problem isn’t that I’m offended; it’s your actions that lit the match.

By contrast, adults take responsibility for their actions; they don’t concoct decoys. Are you an adult? Then act like it. Instead of avoiding accountability, acknowledge it head on.

“I’m the one who screwed up,” wrote the editor of the sci-fi blog io9. “I own this, and it’s on me to fix it,” wrote the chief executive of Mailchimp.

That’s how a pro apologizes.

3. You’re Being Superficial

Beyond semantics, there’s also the matter of substance. While it’s true there’s power in simplicity — “I’m sorry” is direct and short — maybe it’s too short. An apology shouldn’t come grudgingly; it should come full-throatedly, or not at all.

So consider elaborating. A mere adverb will suffice (“I’m profoundly sorry”), as will a semicolon (“I’m sorry; I was wrong”).

Even better: Name what it is you’re apologizing for. (If every husband told his wife, “I’m sorry I was so selfish,” once a week, the divorce rate would plummet.)

Even better: Name what it is you’re apologizing for. Instead of recycling that undying platitude of customer service robot — “We regret the inconvenience” — try identifying the inconvenience.

“We regret that we kept you on hold for 54 minutes.” “We regret that we were two hours late to the appointment.”

Indeed, if, once a week, every husband told his wife, “I’m sorry I was so selfish,” the divorce rate would plummet.

4. You’re Deflecting

And yet, in elaborating, resist the reflex to defend yourself. How many apologies have been undermined by the impulse to add a line like, “It wasn’t intentional”? Or, “What I did was wrong, but those who are attacking me are worse”? Or, worst of all, “We all make mistakes”?

What’s the problem with these bromides? To the speaker, they’re explanations. To the listener, they’re excuses. That’s because they seek not to come clean, but to deflect.

That you didn’t act with malice is a good thing, but let’s be honest — few people make mistakes deliberately. The fact remains, you still did someone harm. My advice: Instead of focusing on intent, focus on impact.

Similarly, that life is bursting with double standards is a fact. It shouldn’t be this way, but it is. Now’s not the time to argue this point. Instead, limit yourself to the precipitating factors, and live to contest the perpetuating ones another day.

Finally, do yourself a favor and never, ever trot out the last cliché of a scoundrel: “We all make mistakes.” This is true, but so what? All mistakes are not equal, and attempts to draw moral equivalence typically succeed only in drawing outrage.

In short, if you find yourself using the word “but,” stop. In a real apology, caveats have no place.

Nonapology, Meet Nonacceptance

In the passive-aggressive hall of fame, “I’m sorry you feel that way” deserves a lifetime achievement award. Don’t be misled by the word “sorry.” Statements that have the trappings of an apology but bear the telltale marks of insincerity should be met with the response they deserve: Nonacceptance.

Addendum (8/23/2021): Here’s a related point, from Tom Hardin, a financial felon who became an informant and now gives motivational speeches:

“I’ll hear from white-collar felons who tell me, ‘I made a mistake.’ I’ll say, ‘A mistake is something we do without intention. A bad decision was made intentionally.’ If you’re classifying your bad decisions as mistakes, you’re not accepting responsibility.”

Addendum (6/27/2022): Here’s another example: What’s wrong with this apology?

“I apologize for any inconvenience.“

The word “any” rubs me the wrong way. It minimizes the problem by suggesting that it was small — if there even was one.

The solution: Replace “any” with “the.” Thus:

“I apologize for the inconvenience.”

Jonathan Rick is the president of the Jonathan Rick Group, a consultancy that counsels executives on corporate communications. Connect with him on LinkedIn.

A version of the above article appeared in the Washington Examiner on July 24, 2021.

The post Nobody Cares That You’re “Sorry if People Were Offended” appeared first on The Jonathan Rick Group.