Freelancing and the Black Hole: The Absence of Feedback
By Tom Chandler on Apr 25, 2007 in Copywriting
One of the drawbacks of freelancing is the “black hole” effect.
That’s where you write copy, ship it to your clients, and outside of a “this looks great” e-mail, you never hear of it again.
No response rates. No kudos for your witty subhead. No criticism for an obtuse reference. No feedback from sales about the quality of the leads.
Just a check.
In traditional non-response media (brochures, branding ads, static Web sites) that’s always been part of the game. Sadly, it evolved a whole generation of copywriters who were a lot better at making clients happy than selling product.
Still, in today’s data-rich marketing environment, my clients often know immediately what’s working and what isn’t, yet – because of the black hole effect – feedback is still pretty rare.
It’s a crippling problem.
Without response data, it’s impossible to evolve your work. Given how focused today’s marketing has become, it’s critical to know what’s flying – and what’s going down in flames.
I’m writing all this because of yesterday’s conversation with a client.
She sent an instant message ten minutes after a broadcast e-mail I’d written dropped on the Internet (she was seeded). In a high-end, competitive market – where a single good lead can make a campaign profitable (not that I’m willing to settle), we received 30 leads in the first five minutes.
I was flying.
Then she dropped the bomb. An e-newsletter sponsorship I’d written two weeks ago for the same product launch had bombed.
Two responses.
She wasn’t upset – simply said the offer had probably gone stale. But I was left to wonder.
I wondered why she hadn’t mentioned the e-newsletter mess earlier. In light of the low response, I would have adjusted my copy.
But if I had, we might not have scored with yesterday’s e-mail (responses was excellent, conversions were good, and the lead quality looks excellent).
In this case, ignorance really was bliss. It’s the kind of thing that makes me wonder about the dangers of ignoring hard-earned intuition in favor of one set of numbers — numbers that might be skewing to unknown, unseen forces.
In any case, I’m doing something I haven’t done in years. I’m making tickler notes in my contact software reminding me to contact clients a couple weeks after the job is done to ask about the results.
Most won’t have data available. But some will, and what I learn will go right into the data bank.
Speaking of banks, I’m drawing heavily on my “energy bank” to finish up an agonizingly long list of projects before heading off on a ten-day vacation (starting Monday), which includes four Internet-free days backpacking around the lesser-traveled bits of the Great Smoky Mountains National Park.
Feedback’s good, but recharging my brain is even better. Keep writing, Tom Chandler.
Technorati Tags: copy, copywriter, freelance, freelancer, freelance copywriter
Hi Tom
One of the reasons I enjoy your blog, is that apart from lots of useful insights and tips, you seem to have a good handle on the work-life balance, with setting aside time for yourself for trips and vacations.
It’s a valuable reminder to all of us to keep things in perspective. Keep the great calming photos of mountains and streams coming, as well as the practical tips about business, marketing and writing - a great combination. :)
Thanks
Yvonne
Grow Your Writing Business
Yvonne Russell | Apr 26, 2007 | Reply
Hey Tom;
I wrote recently about the black hole of customer feedback.
It kinda sucks and is like pulling teeth.
However, to the later part of your post.
Do you really want to know what the results were?
You could be opening Pandora’s box by calling all of your clients two weeks later.
In theory it sounds like a great idea, but in practice it might not have the rewards you were hoping for.
Keep us posted on your results.
Mike
Michael A. Stelzner | Apr 26, 2007 | Reply
Maybe it’s a holdover from my stand-up comic days, but I always like to know how a promotion does — but only after we review all the elements (when did the mailing drop, email publish, etc., which lists performed better than another, etc.) involved.
I had a client drop a huge campaign on Good Friday, not what I would have recommended had they asked me. Reaction was, shall we say, quiet. I was happy with the part I played. Incredulous when they released it.
In addition to the response/CT/conversion rate, tho, I like to ask about recipient feedback.
When I can review response within the proper context, I find it very, very helpful in the long run.
And have a great vacation!
Roberta Rosenberg, The Copywriting Maven | Apr 26, 2007 | Reply
“…reminding me to contact clients a couple weeks after the job is done to ask about the results.”
I think asking for feedback is just good customer service, don’t you? Even if the results you get are lousy, your client will see you care and will do a better job for them the next time.
On the flip side, no matter how brilliant your work is, maybe the client isn’t telling you everything you need to make a campaign successful. Or they give you assumptions that are totally off base. You’re only as good as the info they supply.
Have a great trip and be safe.
Anne-Marie | Apr 26, 2007 | Reply
Tom,
There’s also a black hole out there when it comes to samples. I can sometimes beg an e-file from a client if I beg long enough, but getting hard copies is always tough.
wgb
Walter Burek | Apr 26, 2007 | Reply
Wow, lots of comments, especially considering I wrote this so very late at night.
Yvonne: I wish I struck a better balance between work and play; I still spend far too much time sitting.
Michael: Point taken. But I’m egotistical enough to make it the client’s fault when something doesn’t go right… 8-)
Roberta: Direct mail has always been a “death by a thousand paper cuts” kind of gig. For some reason, going online has made direct more complicated instead of less. You know the frustration of crafting good creative, only to watch it go down in flames due to a bad drop, bad list, dumb offer, etc.
Anne-Marie: I suppose you could view it from a customer service perspective — and my primary motivation (besides nosiness) is that I can’t do it better the next time if I don’t know what happened the first time…
Walter: You hit that one on the head. Ironically, I got my first Web site because I simply wasn’t going to send another package of print samples out the door (never to be seen again). I wanted an online sample case. Now I can’t even keep that stocked — getting even digital samples is tough.
Tom Chandler | Apr 26, 2007 | Reply
I don’t think I’ve actually received a hard sample in about 2 years. I generally do get digital samples because I insist on proofing the final print-ready art myself.
Roberta Rosenberg, The Copywriting Maven | Apr 26, 2007 | Reply
Give a choice, I would always prefer knowing that someone likes/dislikes my work than not knowing.
Traditionally, here in Sweden where I live, you are usually only told something when your work is disliked. It’s just our way :)
Leif | Apr 27, 2007 | Reply
Leif: Hopefully, if somebody doesn’t like your work you already know. I’m more concerned with response rates.
Tom Chandler | Apr 28, 2007 | Reply
Tom-
True marketers live/die by response. I would personally go nuts not knowing response rate for work done. That’s what I love about Adwords and PPC in general. You know when you have the right message. Enjoy your vacation.
Rob | Apr 28, 2007 | Reply
Tom,
I’m not a copywriter but I have been a consultant for 30 years. When I ask for feedback, it’s usually pretty generic and “Aw, shucks, that was just fine.” If something doesn’t work, I hear about it in detail.
That’s true of all of my clients. But I’ve never, ever lost a client due to poor performance. Some I’ve had as long as 15 years. It’s kind of like the spouse who says “Of course I love you, I’m still here, aren’t I?”
It’s not what we want. But it’s more often than not what we have to settle for.
Eager to hear about the mountain trek…
Steve Roesler | Apr 30, 2007 | Reply
Man, I have been there too. Although copywriting is relatively new to me, I have been doing sales campaigns, new product launches while working in marketing for over 15 years. Not knowing gets the wheels spinning in the mud . . . not knowing doesn’t give you that prod to keep going in the direction you are pointed. Sucks. I used/ am using software/program that is kind of like cheating. It has straightened me out on stuff not related to copywriting. Go figure.
This is my first visit here and to find someone that has the same issues as me lets me know that I am human and others share my very small boat.
Thanks for the forum to vent, help and learn.
E
Engin Iye | May 6, 2007 | Reply
I’ve been on vacation, but I’m gratified to see the interest in this post.
Working for yourself can be damned difficult for all sorts of reasons, and the lack of feedback is often one of them.
Tom Chandler | May 8, 2007 | Reply
Welcome back Tom - My turn for a vacation now!
Michael A. Stelzner | May 9, 2007 | Reply
OK Michael. Enjoy yours as much as I did mine.
Tom Chandler | May 10, 2007 | Reply