The Big Freelance Buckle Down

Jeezuz. Where did that summer go?

Kids are back to school. Vacations are over. So what time is it?

Time for you to buckle down and get that freelance writing business growing.

Maybe you struggled all summer to find work. Maybe you coasted, knowing you had a fallback income from a significant other. Maybe you figured the clients weren’t really working on anything, so time for a short break.

Break time’s over. Back to work.

Because seriously, Christmas is just three short months away. You need those checks rolling in now.

Decades ago, I’d read an article that suggested the two worst times to put out magazine queries: just after Labor Day and just after New Year’s.

That’s when writers all decide to A) get serious and get “back to class” so to speak, or B) move on those newly minted resolutions. But where does that leave you, the serious freelance writer who’s running a freelance writing business?

Creating queries that actually hit the mark, I hope.

I suspect that ages-old advice is no longer so accurate. The internet has made it wildly simple to send out queries at any time, which means the field is glutted with queries at any time of year.

Isn’t that a horrifying thought?

But you’re not going to glut anything. You’re going to target your efforts, and that means target everything from those queries to the networking you’re about to step up in earnest.

Since we’ve talked plenty about queries over the years, I won’t try to repeat it all here. You can find info here, here, and oh, here.

I can’t say exactly what works for you. I can say what works for me. You can take my advice verbatim (if it fits), or you can use my ideas to come up with your own.

Here’s what I’m about to do to make my holidays (and my writing business) a bit more financially fit:

1. Pick a direction
2. Approach the prospects
3. Lather, rinse, repeat

The Direction

If it’s September, it must be April. That’s because in April, I’m heading to a trade show. So here I am, seven months out, planning my networking and marketing for that show. Oh yes, I am.

My direction means I’ve chosen what I want to focus on for the next seven months. Yes, I’ll do other marketing, but this is my primary focus. I want to secure at least four meetings for that show in April. I won’t secure them now, but I’ll introduce myself to plenty of exhibitors and attendees from last year’s show.

I have other goals, too:

• Connect with four new-to-me industry contacts per month
• Look for one new magazine market per month
• Send out four highly targeted LOIs per month

Notice those goals are small. That’s on purpose. Trying to fit it all in means making each goal something easily achieved. Could I connect with more than four people? Sure. But if I get the minimum, I’ve accomplished my goal. Accomplishing a goal, no matter how small, does wonders for the psyche, and the confidence level.

The Approach

How am I approaching those trade show people? I’m going to stick with the LOI for now. I intend to send snail mail, but until my mailer is where I need it to be, that won’t happen.

My approach looks something like this:

• Introduce myself via email
• Invite the conversation (call to action)
• Follow up in two weeks
• Send pertinent news items on occasion
• Send letters, postcards, or holiday cards
• Schedule general social media blasts reminding attendees of upcoming conference

In my approach, the goal is to exhibit the skills and talent needed to get the job done right for them. The focus is always on them, even as I’m telling them my background.

The Repeat

I cannot count how many times I’ve garnered a phone call or even a client just by following up. The “Oh yes, I saved your email” response is more common than you might think. Or I retweet something interesting they send out (just don’t retweet EVERYTHING they send out — that’s going to get you the wrong kind of attention). I ask them if they’re going to the trade show, or if they’re attending another one (I make a point to know what trade shows are happening when). It’s a conversation starter, and it shows I understand the industry from an insider level.

When do I give up on a prospect? I used to say never, but now I’m a bit more inclined to let go of a prospect when it’s obvious there’s no good match there. Their budgets are too small, or the vibe was way off, or there was an awkward conversation, or they never answer, or they’re repeatedly leading with “How much for…” questions. Not every prospect fits. Not every writer fits. In most cases (not all), I’ll stay in touch on friendly terms. I’ll stop by their booths at a trade show, or I’ll say hi on social media. They are just as connected to the industry as I am, and referrals happen when you become a person, not a vendor.

Writers, do you change up your approach in September, or any other time of year?
What are some of the things you intend to do differently to gain more clients?