Matt Berical

One example of why copyediting takes time: compiling the word list on the style sheet. The word list for the fantasy novel I'm copyediting is 400 words long. Those are either real words I've looked up in Merriam-Webster to check how they're spelled and styled (capitalized or lowercased, hyphenated/left open/closed up), or invented words I've checked in the manuscript to make sure they're spelled and styled consistently throughout. This is just a fraction of what we do.

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Here’s a cautionary tale for freelance writers… Back in March, someone reached out to me in my LinkedIn DMs. They needed some editing work for their blog. I checked out the website and immediately suspected I would be out of budget. But I’ve been wrong on this count before. Not wanting to make any assumptions and lose out on a potential gig, I responded. One of the first things I noted was my pricing. “Before we get too far into the process, I do always like to be fully transparent about my pricing to ensure we're a good fit. As a ballpark starting point, I charge $150 per thousand words.” After a few more DMs and some lengthy periods of silence, they ended up sending a contract. That’s when things got strange… The rate in the contract was $30 per thousand words. Reminder for anyone keeping score, that’s 80% less than what we’d agreed upon in DMs. I pointed out the discrepancy, and they said it wasn’t a problem. Just update the contract with our agreed terms, and they’d sign. I did, and they did. Then they provided the first two assignments. After reviewing everything, I sent an invoice for what that work would cost. I had been getting overt or borderline red flags from the get-go, so I asked for 100% of that fee up front. A week later, I got back a DM. Would I be willing to discount my services? Nope. Sorry, friends. My rate’s my rate. They let me know we had to “take a break” because they had offers at “more attractive prices.” 😂 So many questions… Why go through the rigamarole of creating a contract they had no intention of honoring? Did they think I wouldn’t read it before signing and trap myself into a lower rate? Here’s where past freelance me would have fallen down: ✅ Caved on pricing when they pushed back. ✅ Started work without getting the money up front. ✅ Mentally rehashed the exchange, wondering how I could have salvaged the deal. Am I a little annoyed I’m out the time it took DMing and reviewing the contract? Sure. But it’s a whole lot better than doing the work and either never getting paid for it or getting paid peanuts! Listen to your intuition, writers! If something feels off, ask for 100% of payment up front. ➡️ Want to listen to my full webinar on how to avoid nonpayment? Access it for free in the Inkwell. Check out my profile to join.

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I just read a thread discussing marketing managers’ pet peeves about working with freelance writers. The number 1 complaint was lack of communication through the process, and next up was contractors who straight up walk away from a project with no notice (ghosting). On behalf of freelancers everywhere, I’m so sorry you have to put up with this. I know a lot of good freelancers (myself included) who bust their butts to be professional and communicative. We know our job involves making life easier, not harder, for marketing teams. When searching for freelance help, seek network referrals and check testimonials to try to get the real story on your next prospective freelance contractor.

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I have a gripe about some common PR practices. I get that sources hire PR reps to get them publicity, vet and manage PR opportunities, and protect their privacy. However, when a PR rep says they won't have their source forward me their written response directly because it violates their agreement, it frustrates the heck out of me! I want to use your expert's commentary in my article because they are proven to be a frontrunner in their field. But I can't just cut and paste what you sent me because how do I know the words actually came from your source? I'm not accusing anyone in particular of ghostwriting for their clients, but I know it does happen. Based on the agreements I have with my editors (and my own sense of journalistic integrity), I need to make sure what I submit is well-written, well-researched, and contains expert commentary from the actual thought leader. I realize I can remedy this problem by conducting phone interviews, but the asynchronicity of email interviews often works well for both parties. Do other writers run into this? If so, does it bug you? What are your thoughts, PR professionals?

Struggling to get shoppers to click “Buy Now”? Well, let’s talk about CTAs that ~actually~ work. In eComm, your Call-to-Action (CTA) is everything. It’s the moment when your copy convinces someone to stop scrolling and take action – whether that’s adding to a cart, signing up for an offer, or completing a purchase. But too many CTAs are vague, uninspiring, or more importantly, don’t clearly communicate value. Here’s how to fix it: ----------------- 1️⃣ Make It Clear ----------------- Skip the generic phrases like “Learn More” or “Click Here.” Tell your customers exactly what to expect when they click. ❌ Instead of: “Shop Now” ✅ Try: “Browse the Fall Collection” ------------------------ 2️⃣ Highlight the Benefit ------------------------ Shoppers don’t care about the action, they care about the reward. Make sure your CTA reflects what they’ll gain. ❌ Instead of: “Sign Up” ✅ Try: “Unlock 15% Off Today” ----------------- 3️⃣ Add Urgency ----------------- In our DTC space, a little FOMO can go a long way. Give customers a reason to act now rather than later. ❌ Instead of: “Get Yours” ✅ Try: “Order Now – Limited Stock!” I see a lot of writers turn to their CTA copy last, making it more of an afterthought than anything else. But it’s the final nudge that turns browsers into buyers! The clearer, more specific, and more compelling it is, the better your results will be. ------------ Your turn 👀 ------------ What’s the best-performing CTA you’ve used for a brand you’ve worked with? I’d love to hear what’s worked for you!

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Hey, freelance writers! It’s *last call* for “pay what you can” group coaching. I have a few slots left for my May 7 group coaching call at 8:00 a.m. (Central European Time). Who should sign up? Any freelance writer who… ✅ Has questions about running a freelance writing business. ✅ Wants 1 hour of group coaching…but doesn’t want to pay hundreds for it. (Pay whatever you can contribute. Honestly.) ✅ Is free tomorrow (May 7) at 8:00 a.m. (Central European Time). Why are these sessions “pay what you can”? I’m looking to get feedback and testimonials on the service, so you’ll be asked to fill out a brief survey after the call. Good for you. Good for me. 🙌 ➡️ If you’re interested, let me know in the comments or DMs, and I’ll get you all the info!

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A big mistake I made at the start of my editing career: (And something I still see a lot of editors doing.) Looking to a client's or employer's *old* content to answer questions about how to edit their *new* content. For example: You're editing a blog post for a client. You have a question about the way they like to discuss a particular subject. So you do a "site:" search and find a piece of their old content that discusses that topic. That's all fine. This is where the mistake happens: You use the old content as guidance for the new content. Why is this a problem? Because they hired YOU to make their content better. (Hopefully.) It's (very) likely that they don't like some or all of their old content. And they may not even have a full picture of everything they have floating around on their site. There's no guarantee that they want it done the same way they did it a year or more ago. Don't rely on that. What do you do instead? If you can't answer the question with your editing instincts, style guide, onboarding materials, etc., there's a really simple solution: Ask. Just ask the question. Don't be embarrassed or scared. Good clients will be glad you asked. #Editing #EditingTips #Editors

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Hi TravMedia, please ask editors to state rates (or at least a range) when touting for pitches on your platform. I've asked so many times, it just perpetuates low/no fees. Would you go for a job not knowing how much they were paying? #freelance #freelancewriting #journalism #freelancejournalism

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Tips from a copywriter who's been there, done that: Believe in what you are selling, or no one else will.  Saturation doesn’t exist if your product is newer, faster, better or cheaper.  Base your decisions on data, not solely on assumptions. That's it for today. Happy Monday!

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A good copyeditor knows the difference between commonly used words. A great copywriter teaches you the difference.⠀ ⠀ Yes, I realize these lessons are largely in vain, but indulge me by learning 2 out of the 191273585 errors I feel like I am continually correcting.⠀ ⠀ Separate (vs. Desperate)⠀ "Separate" and "separately" just feel like they’re wrong, even when they’re right, likely because of those repeating vowels. People usually get tripped up by the assumption that “separate” and “desperate” follow the same spelling rule since the two look and sound so similar. Remember that “desperate” flips the script on separate’s "e-a-a-e" vowel pattern to "e-e-a-e."⠀ ⠀ Definitely (vs. Defiantly)⠀ Everyone and their sister wants to drop an "a" somewhere when spelling “definitely,” and if I had a nickel for every time I saw “defiantly” when someone meant “definitely,” I would definitely be living on my own private island.⠀ ⠀ Remember, you can always book time with me to serve as your Second Set of Eyes for your website copy, newsletters, or blogs (or all three!). Sleep easy knowing you aren’t making errors like these. https://buff.ly/3Vf9gC9

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When you hire a ghostwriter (or an agency) to write content for you, don't expect the first draft to be perfect. Especially early on in the relationship. But even deep into the relationship, a first draft is just that. A first draft. The writer isn't the expert. You are. Their job is to move the project forward. Help you translate your expertise onto the page. Organize your thoughts. So, don't get frustrated if there is room for improvement. I'd be worried if there weren't. Provide helpful feedback. Jump on a call to talk through what's missing and what could be improved. And then let your writers focus on a v2, which should be vastly better. That's what a collaborative relationship in content creation looks like, and I'm glad that we have that with the clients we work with. #contentstrategy #B2Bmarketing #ghostwriting

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It’s best if web copy is written at an eighth-grade level. Use tools such as Grammarly, Hemingway, or Yoast to evaluate content for simplicity and clarity. https://lnkd.in/gb7Q8GgQ

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Writers - does AI scare you?! Here's something that might help... If you've ever written a screenplay, or a storyboard, those skills will be vital in the world of AI. That's because AI prompts are essentially micro-stories that paint a picture that the wizard-like powers of AI can understand. Take a look at this prompt for the attached film from Sora (OpenAI's new video tool that's currently undergoing safety and product testing). Prompt: "Animated scene features a close-up of a short fluffy monster kneeling beside a melting red candle. The art style is 3D and realistic, with a focus on lighting and texture. The mood of the painting is one of wonder and curiosity, as the monster gazes at the flame with wide eyes and open mouth. Its pose and expression convey a sense of innocence and playfulness, as if it is exploring the world around it for the first time. The use of warm colors and dramatic lighting further enhances the cozy atmosphere of the image." Writing is as essential in the AI revolution as it has ever been, it still requires creativity, critical thinking and clarity to gain the quality of results from the AI engine. #AIcreators #ai #aianimation

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My most recent consulting gig was kind of a full-circle moment. I helped a large company with two internal comms newsletters and occasional posting to their intranet homepage. It felt a little like one of my first jobs anywhere near journalism: working in a modular building on a tree lot. See, the (very) small exurb of L.A. where I grew up was a cluster of cities, some of them rural. I landed a job managing three weekly "newspapers" run by the same tiny media company. They were an amalgamation of ads, business names, articles written by locals, and coverage of who yelled at who during the latest town council meeting. My "office" was a decades-old construction trailer on a dirt lot filled with trees that the same media company sold as a side hustle. Most of the time, I was alone, the trailer was old and dusty and probably violated multiple safety codes, and my job description was a word salad. But it did give me valuable experience. I put together the newsletters every week. I managed the email lists. I sent the email blasts out. I chose content to run, wrote some of the stories myself, and managed a couple of other people at the company. I also occasionally sold trees. It remains the most random job I've ever had to this day. At the time, I couldn't wait to land a "real" gig. I was considering a freelance career but hadn't made the leap. This latest gig didn't have me hawking plants, but I did find myself using some of the skills I'd learned at that strange job in my hometown. I prioritized by importance, made judgment calls, compiled stories each week, and even tweaked the design just a tad to improve visual flow. It made me think that while I'm still not where I'd like to be in my career, I've come a long way from that tree lot. Something to go back to when the impostor syndrome strikes.

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5 more biz lessons from a (just barely) six-figure freelance writer: 👉 Carve out a specialty Generalist writers have more options; specialists have more pricing power. If you can show a definitive track record in a specific industry or topic, you can make your work stand out and charge substantially more. 👉 Pick a topic that both interests you and pays well What hobbies or interests do you have that you could write about? And which of those have a substantial market to serve? Personal interest is crucial to create the best content possible (and not get bored), but you also have to consider the economics of your chosen specialty. 👉 Minimize payment processing fees Ditch PayPal and move to Wise, bank transfer, Zelle, or other low-fee/no-fee options. It may not seem like a huge deal, but if you're running a $100k freelance biz, you may be paying $3k or more per year just in PayPal fees. 👉 Network with your peers Invest in networking opportunities, both digital and physical. Slack groups, LinkedIn, Instagram, local networking groups, and in-person conferences can all lead to opportunities. Perhaps more importantly, they can help you feel community in a career path that can be quite lonely. 👉 Pitch retainers to happy clients Convert repeat but inconsistent clients into retainer clients by crafting a compelling pitch. Focus on what you can offer that takes work off their plate and provides value to their business — running their newsletter, posting regularly on their blog, managing social, etc. Then, come up with a flat monthly sum ($x,xxx) along with a corresponding list of monthly services, and make your pitch! What's YOUR top tip for #freelancewriters? 👇

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When I worked at my former company as an associate content writer, I didn’t fully understand what it meant to reject a piece of content. I disliked our content editor back then. He would ask me to rewrite the blog posts about three times until they were nearly perfect. He called them “substandard” To say the least; he was a near perfectionist. He would say: “Listen, I don’t care how long it’s gonna take you to write this article, but I will not publish it until it covers the story we want. Until it gives the audience what they’re looking for” Often, I would freak out when I opened the document— tons of comments and suggestions from my editor. Some days I felt like quitting because I’d run out of ideas and yet it amazed me how he provided us with solutions. Lol. I learned so much from him, and always I am grateful I had the opportunity to work with such a detailed and nearly a perfectionist. Now, as a CMO at a travel startup, I understand how much my editor had to endure while working with me. Each time I edit the content calendar, I am reminded of the days I had to rewrite. When I read a draft and something appears to be missing, I understand why my editor warned me about writing mediocre or substandard work. These experiences shaped me. Interestingly, I’ve become just as unrelenting, often asking for rewrites when necessary. Like my former editor, I’d rather delay an article going live than risk leave the wrong impression of the brand. Some of the lessons he left with me: 1. Every word you write should mean something. No word is meaningless in a sentence. If a word has no function in a sentence or article, take it out. 2. The first time I heard the word “flesh out”, I heard that from him. He insisted I exhaust my points and not leave the reader hanging. 3. He believes that if content—be it copy, article, script—is poorly written, it reflects poorly on the brand. Reasons why he would delay publication until all necessary changes were made. 4, He may not have been a perfectionist, but now that I am in his shoes, I understand the demands of leading a content team. 5. Have you had a similar experience like this one? Share it with us in the comments. #contentwriting #freelancewriter #editing #CMO #writing

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