Words on the Page

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4 Ways to Kill Your Writing Business

What’s on the iPod: Don’t Swallow the Cap by The National

I love pay days. Since those days are unpredictable for us writers, it’s always like getting a much-needed gift. Yesterday, I received the third such “gift” and am now set pretty well for the holidays. That doesn’t mean marketing stops; on the contrary, it steps up. I like working. I like money. Therefore, I keep going.

I had a meeting with a new client yesterday, so I do have more projects in the queue on top of those I’m currently working on/waiting on. I have some other clients to reach out to again, so my week is going to be busy with marketing.

Recently, I saw a terrible email in my in box. The goal was to sell me on this company’s services. The result was the opposite; with a presentation like that, I’d worry every minute of any job this group would do for me.

As writers, we can get it just as wrong, too. We can look flaky, unorganized, outdated, or lazy without any effort. Looking like someone with whom others would do business? That takes a little more effort. It’s not hard, but oh, it’s tough to convince some writers that it matters. They continue to project an image that may get them a little business, but probably has turned away more clients than they’ll ever know about. These are the writers who struggle, who try any method they see working here or there, without really thinking about who they are and what their goals are.

Here’s how to kill your writing business just as effectively.

Be a fad seeker. I mentioned this earlier in the week. There are writers (and other business owners) who will flit from fad to fad hoping that what’s making money for Polly will make the same kind of money for Sue. They forget that being consistent in their approach and creating a brand for themselves is so much more effective than the latest guru’s version of the “only way” to success.

Look old. I’m not talking your actual age, but the methods or technology you use that may not be in keeping with modern times. Love that running dog graphic or that font that looks like kid scribble? That’s going to attract kitschy dog lovers and kindergarten teachers. Beyond that, you’ve lost most of your intended audience. Look at your marketing materials, your website, your email blasts, etc. with a critical eye. Does this look modern? Does it look rich enough to make someone believe you’re a serious professional? If not, change it.

Seek instant results. Patience is a virtue, but not if you’re trying to kill a business before it starts. Impatience has caused a ton of bad decisions, including but not limited to content mill work, lower-than-acceptable pay rates, impossibly hard work for little payoff, and utter disappointment when that get-rich-quick scheme fails miserably. Hard work and consistent effort is your friend. Better results come with better planning.

Don’t spend money. If you think you can put your best foot forward visually, verbally, and easily, congratulations. You must be a designer, marketing guru, and business executive rolled into one cute little package. If not, don’t let cost stop you. I’ve seen writers who will spend money on programs, gadgets, and fluff but stop short when it comes to hiring someone to design or spending money on that better website. Sometimes it takes a little money to impact your image and your earnings in a big way. Don’t be afraid to put dollars into your dream. Spend wisely, but don’t shy away from spending if it’s clear you need it.

In what ways have you seen people killing their businesses? 
What common mistakes do you think writers make?

6 responses to “4 Ways to Kill Your Writing Business”

  1. Cathy Miller Avatar

    There was a discussion in a Group in LinkedIn that caught my eye. I only saw it because the last responder is one of my Connections so it hit my feed.

    A writer was bemoaning the fact that he had spent 18 months on his blog/social media and had very little to show for it.

    Fellow writers admired his baring of soul, but one very well-known, successful writer commented with constructive criticism.

    He pointed out that his tagline under his site's header listed about 5-6 different niches – he was everything from a business writer to chief bottle washer.

    The successful writer explained how a narrowed focus on a specific niche could help. It was all done very professionally and I applauded the frank, constructive feedback he provided.

  2. Lori Avatar

    That's what's needed sometimes. I love when someone gives me feedback I can use. I remember not long ago, some anonymous poster on another blog bitching at me, mostly useless tripe, but one of the complaints this person had was that my blog site was housed on a free Blogger platform. I thought that was fair enough, so that day I bought a domain for it.

    Even the ones acting like utter idiots with their anonymous comments can make a point. đŸ™‚

  3. Anne Wayman Avatar

    Missing deadlines… which might also mean over promising.

  4. Peter Bowerman Avatar

    Great post Lori,

    And what all of you said…;)

    Piggybacking on your #1 and #3, here's a jaw-dropper. A colleague shared a story of a writer who did a guest post on his blog, in which he discussed a particular client scenario in more detail than he ultimately realized he should have.

    Some time later, that client mentions to the writer, that a few months earlier (right about the time the blog post hit, in fact), he'd suddenly gotten a bunch of calls from freelance writers (something that'd never happened before). The writer checks his own web site, and discovers that ALSO, around that same time, his "Clients" page had gotten an unusually high number of hits. So, apparently, writers were reading the post, then looking at the "Clients" page on his site to find the client that matched the details he offered in the post, and then a bunch of them were calling. Not that it made any difference, since the client was quite happy with his writer.  

    But, seriously?

    So, to your list, I'd add something like, "Quit operating out of a mindset of lack and scarcity. Believe there's plenty of work for everyone (because there is)." Put another way, get your own clients – don't poach others.

  5. Lori Avatar

    Wow, great story, Peter! Love your add, too. I've had writers ask me directly to refer them to my clients, as if I'd just hand over the work I've won the hard way. I never quite get how anyone thinks that's okay.

  6. Peter Bowerman Avatar

    That just blows my mind. I mean, talk about chutzpah! What are these people thinking?

    And one more total mind-blower… Had another writer tell me how they'd informally mentored a young writer (via email) who'd reached out for help, going so far as to discuss pricing for different projects. The little snot goes to the writer's site, looks up their client list, calls one of this writer's bigger clients, undercuts
    their price, and the client ends up dropping the first writer and giving the new one all the work!

    Think that writer's going to offer much help to writers in the future?

    Crazy stuff…

    PB

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