Stop me if you’ve heard this one before:
Freelancer asks the question: “How can a new freelancer become popular on freelance job websites?”
Writers responded.
“Create a strong profile.”
“Post your portfolio.”
“Get good reviews.”
“Become a package designer.”
Except for the obvious “Huh?” of that last one, these all seem like fair answers.
Notice I didn’t say good answers.
I responded like so:
Truth? I think the best way to become popular is to forget about the freelancing websites. They’re shark tanks where the lowest bidder often wins. Why this model doesn’t work for freelance writers: it allows clients to dictate your rates.
Instead, invest the time in building a more proactive approach to your career. You’re running a business. Learn how to attract clients organically, nurture relationships, and set your own rates. It’s the best way I know to attain your earnings goals.
Because if a writer is looking for long-term success, it’s not going to come from a freelancing website.
Ah but wait — we have someone here who wants to mansplain it to me. “Paul” here thinks I’m missing the larger point.
You’re reading my mind 🙂 Everything you said is true. But I still think that freelance exchanges could be useful for newcomers. It’s just easy to get you first client, first money and first experience there.
What’s next? You will feel that you’re ready to move on. It comes naturally.
Ah, but there’s the rub, Paul. They don’t move on, do they?
See, what our wayward friend here says, while on the surface sounds perfectly reasonable, doesn’t address the larger problem.
Desperate freelancers aren’t learning how to market effectively.
Instead, they think that the writing job boards are a good place to wait it out until their careers show up. Except careers have to be built, not found.
I get that. I was like that once, too. So, believe me when I say there’s a better, more sustainable way.
But you need to earn money now. As in right now.
There are ways to do that without compromising your long game. Let’s start with helping you find work, then showing you how to simultaneously create a more solid foundation for your freelance writing career.
Finding Work Now.
I’ve pulled some of the best ideas from previous posts. Start here:
Magazine article queries.
Payoff – now and potentially long term.
If you’re looking to boost your income total for the month, get some queries out. Magazines are working with shiny, new freelance budgets right now. And as the month is coming to a close, the resolution makers (writers who send out a ton of queries the first week of the year, then forget to keep up the momentum) are waning and you can get your idea in there. Plus, if you manage to impress editors with your ideas or you locate an editor in need of a good writer (trades are just waiting for good writers), you could establish a great ongoing relationship.
Bonus: Some ways to generate ideas can be found here.
Hang out where your clients hang out.
It’s why I used to attend one trade show. I went to one, and I made sure to get in front of a few new faces and touch base with other contacts. Don’t have a trade show you can or would like to attend? LinkedIn is an excellent place to mingle with would-be clients. Follow your favorites, then keep up with the conversations around them and their hashtags/groups.
Post to gain attention and recognition.
LinkedIn is one of the best places I’ve found for gaining attention quickly. I posted one article — one — on LI and the result was four inquiries. There are people looking for writers with your background or focus.
Also, look at those LinkedIn threads — which ones are getting the most commentary? The same goes for magazine articles, retweets, and how often the same topic comes up. Now use that info in your next LOI or on your LinkedIn post. And make that LOI one that speaks to them, not to the masses. Form letters don’t appeal to you, so why would you use them on your client prospects? Personalize each note with something you’ve observed about their company, product, or commentary.
Reach out to clients who are similar to current clients.
It makes sense — you have built a familiarity with a particular type of client project. You’ve written eight sales letters for a stereo manufacturer. You know the industry jargon. Let’s target similar businesses. Stereo installation companies, component suppliers, retailers who sell the stereos and/or components, other stereo manufacturers …
Crossover client potential.
Like the idea above, you’re doing a bit of repurposing. You’ve written enough healthcare articles to fill a book (hmmm…. yet another potential). Why not send similar ideas to business or human resources magazines? You simply adjust the focus.
Ask for referrals.
You’ve pleased enough clients to ask. Just go back to them and say “Thank you again for the trust you’ve placed in my services. Do you know anyone else who may need a writer or editor? Here’s my CV.”
More Sustainable Freelancing
Now that we’ve fed the immediate need, let’s look at how to build a freelance writing career that doesn’t rely on job boards. At all. Ever.
Again, taking some of the advice from previous blog posts, start with the basics.
Learn how to network.
Networking is not marketing. Networking is being interested in people and companies and wanting to connect to share ideas or conversation. Networking, in my opinion, is silent marketing that pays off down the road. For example, that marketing director you shared a cab with at a conference and then had lunch with the next time you met is someone you have in your network: An acquaintance or business relationship that you’ve cultivated and nurtured. You two share common interests and industry knowledge. In five years when she needs a writer with industry knowledge and you’ve bothered to stay in touch, guess who’s going to come to mind?
Learn how to market effectively.
To me, marketing is only partly sales. My marketing is finding ways in which I can make myself and my work more interesting to those in my network and those on social media. It’s not bragging, endless “Look at me!” type of posts. It’s things like thanking a client publicly (if it’s not against any NDA), sharing industry-wide news or connections’ posts, it’s little hints at what you do: “Just completed my client’s 28-page cyber insurance white paper. What’s on your desk today?”
Marketing does include a sales element, such as a pitch to a magazine or a blog devoted to the industry you write for. It can be a sales letter or a broader social media campaign or even an occasional emailed e-newsletter with marketing and writing advice sent out to your targeted list of clients. Yes, you can ask for the job. But first, build a reputation that makes it damn easy for them to say Yes.
Name-drop your projects.
A number of years ago, a long-time contact of mine was shocked when I mentioned the white papers and sales sheets I was working on. I was gobsmacked that I hadn’t thought to tell him. Here was a well-connected PR professional, and he thought I wrote just magazine articles.
When you’re on those calls with interview subjects, or in email with those marketing folks you’ve come to know, mention a project you’re working on right now, as in “Busy week here — had to get a thought leadership piece done in three days, but I managed! How’s your week been?” That kind of name-dropping sticks. They see you in a different light, and yes, they come to you with other projects.
Emulate successful freelancers.
Look a bit up the food chain to some of the most successful people you know (really successful — not those who are pretending). Watch and listen. Take notes. Look at how they answer questions, what they’re talking about (versus the 187th thread about “how much should I charge?”), and who they’re connecting with. Read through their portfolios. Mimic some of their actions — if they post 12 social media posts a day in a specific area, build your own list to blast out.
Try to mirror their actions in a way that stays true to who you are but ramps up your efforts. Mirroring is an excellent way to develop stronger habits.
Become a detective.
My own thoughts in a Twitter conversation could well be useful to you, the freelance writer who’s looking for better clientele:
Start with a pitch to a client whose website and content you’ve read and researched. Then charge like you mean it.
Stop with Upwork, content mills and job postings.
Writers, how long did it take you to establish a solid writing career?
Any advice to help those who are struggling with moving beyond one-and-done gigs?
This is a good reminder to pull together some magazine pitches and get them out. However, in my area of writing, they rarely bring in immediate cash — it’s usually about four months down the road. But it is something I genuinely enjoy, and I haven’t done enough of that lately.
The local chamber organization has one of the best monthly networking groups I’ve ever encountered. I’m still in contact with people I met early last year, and at the small business expo last May. in fact, this month, I’m attending the opening of one contact’s new local tea shop! There are a bunch of people with whom I’m in regular touch just to chat about this and that, and we toss referrals back and forth when it’s relevant. The whole, “So and so is looking for X, and it’s not my wheelhouse, but I thought of you” that type of thing.
I like the name-dropping thing, even if I can’t do into detail on a project (too much of what I do is under NDA, and I want to move away from that). I will have to incorporate that!
That’s what burns me about some magazines (not the ones I’ve worked with regularly) — that long-assed wait for payment. Too bad they can’t meet YOUR payment deadline.
Sounds like you’ve located a very good chamber! I went to one locally and it was obvious they were all there to sell, not buy. There weren’t many people, either. Not worth the effort. But to find a good one — that’s golden.
Yeah, the ones at my previous location weren’t about a group of small businesses supporting each other and referring back and forth; they were about selling to those who came to the meeting. But then, the whole culture there was one of non-reciprocity. The way they’re doign it here is far more fun!
That’s so rewarding!
You’re both right. As someone who’s spent most of her career writing for magazines, I’ve learned it’s vital to ask about their payment terms before agreeing to write for them.
I have a couple clients that pay within a week or two of receiving my invoice. I have another that pays well, but slowly. The good news is they pay like clockwork, so I know pretty much the very day the payment will come through.
Sadly, a lot of trade publications still pay on publication, which to most means they wait until an article is in print to enter the invoice into their system. For some, you’re paid immediately after that, while others prolong it for another month or two. I occasionally still write for clients that do that, knowing it will be months before I’m paid — but only when I don’t urgently need the money.
Such a smart move, Paula. We should all normalize asking that very question.
Like you, I know pretty much when my clients will pay. There are times they are late, but it’s usually resolved because I know when they normally pay, which makes it easier to follow up quickly.
I don’t blame you for being selective with when you’ll work with those clients. Our utility bills can’t wait for them to pay up!