Given the strong discussion on other blogs this week (and here) regarding client feedback on how to win the gig, I figured now might be a good time to share with you how I go about applying for work. Look, everyone does it differently and no one way is the only way. I’m simply going to offer you one more perspective. Given some of the things I’ve been reading, some people really don’t know how to go about it. Others aren’t really applying themselves (those I can’t help so much). But if you’re new to it or you’re frustrated by your efforts, I hope I can offer some new insights.
Let’s take an ad. I’m pulling one straight from Craig’s List – I’ve only just seen it myself. I chose one that sounds like it pays:
“I am looking for someone who can write and submit press releases for my company/website. I will provide the topics for content. If interested, please respond back with asking price.”
So what’s your first step? Put together your query letter. Please do not write to the employer for more information. They get at the least 100 or more inquiries. They don’t have time to answer your questions. You have to do this with just the information at hand. If you can’t, move on.
The query should address the points asked for in the ad. Mind you, this one is small, but you can still do this. Start your query in a way that’s going to impress:
“Philadelphia, PA (or wherever you live). March 28, 2008. Fabulous Writer, a veteran writer and editor with over 15 years of experience, is pleased to announce her new partnership with her latest client, Press Release Client. The partnership makes this the 23rd client Fabulous Writer has provided press release writing services for in the past 15 months.”
(If you haven’t figured it out yet, you’re Fabulous Writer. Fill in your name there.)
That’s your hook. But why go out on such a limb, you ask? Honey, I answer, you are competing with hundreds of writers, many of whom will not make much effort at all. If you take the time to be creative and position-relevant, you’re going to stand out. Maybe it won’t win you the gig, but that person’s going to remember you when you follow up in 4 to 6 weeks to see if he/she has found a suitable person.
Moving on. Next paragraph is your meat and potatoes. This lists your relevant experience first. Never written a press release? Then list any corporate writing you’ve done. None of that either? Then list your magazine, newspaper, or other client experience. This is critical. You have the attention of your reader. Deliver the goods. In this case, something like this:
“In addition to her press release writing skills, Fabulous Writer has provided corporate writing expertise to a large client base. These include brochures, website copy, media kits, and white papers. Also, she has written over 150 articles for numerous consumer and trade publications, including The New Yorker, Writer’s Digest, USA Today, The Atlantic Monthly, Contractors Monthly, and Barron’s.”
There. You’ve told them about you in a succinct and readable fashion.
Don’t forget to add this line:
“Her average rate for press releases is $150 per release with a negotiated discount for contracted ongoing work.”
Remember? They asked for your asking price in the ad. Don’t forget this! A lot of writers would say, “But what if I price too high?” Then this is not the client for you. You have to learn now to set a rate and negotiate from there. If the client is unwilling to negotiate, that’s not your client.
Now, ask for the sale.
“For more on Fabulous Writer and her work, please visit the URLs listed below. Thank you for your consideration.” (don’t do attachments – they clog up email and tick off people with slower ISPs) “Thank you for considering Fabulous Writer and her expertise for your projects. She appreciates it, and hopes to hear from you soon.”
Best regards,
Fabulous Writer”
While the ad did not mention a resume, make sure to have one handy. I wouldn’t send it without being specifically asked to, but you can send a link to your online version, if you have one.
Spell check. Oh yes, you do need to be told. I’ve done it. So have you. We’ve all sent out copy that has one minor error in it on occasion. Don’t let the job slip by because you didn’t take five extra minutes to look it all over.
If the press release format throughout the query letter seems to be too much of a good thing, you can always break off from the “hook” into a more first-person account in your second paragraph. Don’t forget a transition sentence in your first – something like “If this announcement has you intrigued, please read on to see what I can offer you.”
Please – you’re applying for creative work. Be creative! Don’t bore the daylights out of the employer or do the safe thing. Safe gets you buried in someone’s email. Creative stands out. And for God’s sake – follow the directions. Don’t send a one-line note saying “Call me” or “here’s my resume.” That employer’s going to put as much time considering you as you’ve put into applying.
This is a great blog!!! I was going to blog about this tomorrow; glad a another professional did so as well.
LOL, that’s a very clever approach to landing a press release assignment. I’ve been selected for quite a few writing assignments, but I don’t think I ever wrote a response that was *that* good.
I feel like my application process has gotten “stale” of late, so thanks for the timely advice!
Lori,
Love your creative writing skills! (Did you get the job?)
Sincerely,
Fabulous Writer
I’ve been doing a lot of queries this week and you have just helped me go from boring to Fabulous!