You know that feeling when there’s a big old pandemic that’s ground everything from airlines to client work? What am I saying? Of course you know. You too are living through the train wreck that is 2020.
While airlines being grounded is frustrating for a lot of us (I’m missing two trips to Scotland this year), the worst is watching work dwindle or get yanked suddenly as clients move everything in house indefinitely. Some industries have been hit harder than others. Restaurants, travel, hospitality, retail, entertainment … Okay, almost everything has been hit.
Did you catch that word? It was “Almost,” as in “There’s still hope.”
[bctt tweet=”Let me tell you, #freelance writer — there’s still hope. Plenty of it, if you know where to look.” username=”LoriWidmer”]
Take for example the industry I’m working in — insurance. Right now, I’m staring at three more months of a nonstop, heavy workload. And I’m not bitching one iota. There are other industries that are still working like mad. A few I know of (by no means an exhaustive list) are:
- Healthcare
- Legal
- Finance
- Education (think online learning in particular)
- Cybersecurity
- Cannabis (what else are we gonna do?)
- Technology companies supporting all of the above
- Construction
- Real estate
Even if you generalize (and maybe especially if you do), now is a good time to consider shifting your marketing to target one ore more of those industries that are working overtime due to demand.
If it were me (and it could be next year if insurance is hit with COVID claims), I’d be approaching these industries like so:
Look for cross-over potential.
Right now, I’m writing for a consumer medical site. I’ve next-to-no experience in consumer medical topics (those few clips I do have are a decade old). But I have insurance experience. Right now, consumers are facing a lot of questions regarding insurance. Health insurance. There you go. Look for those connections.
Look for transitional opportunities.
We’ve all taken one project and built it into sales opportunities, right? Do that times ten. I took one case study and turned it into a gig that amounted to 10 case studies and three e-books. Then I had e-book clips (on healthcare management), so they turned into a long-term client relationship with a healthcare management group, which in turn translated to another client who was in the workers’ compensation world…. and you, my writerly friend, can create that same chain reaction. And you can do it in those same now-hot industries.
Look for the clues.
The companies in these industries are jumping over each other to talk to their customers. They’re on Twitter and LinkedIn, posting like crazy, announcing expanded services or offerings, releasing quarterly results, you name it. They’re talking and I’m listening. So should you be. Those are the companies that still have marketing dollars and are attracting new business. They’re also attracting you, freelancer, for you’re about to put them on your client prospect list, aren’t you?
Look for solid trade publications.
Every industry has trade groups and associations. Most of them have publications attached to those organizations. Why that matters: Those organizations still have membership dues and revenue from education and training sessions. They want to keep their members. They’re going to do so by giving them really good content that makes them feel their money is well spent. For my money, I’d start my search at the association level. Most of them are on solid financial footing because their industry peers are looking to them for answers or as a resource.
Look for contacts.
Yea, network. Right now especially, networking is the fast track to making long-term connections. Ask around in your current client circles: “I’m looking to expand my portfolio into your industry. Do you know of anyone who is looking for a writer who’s been writing case studies for five years?” You’re not asking outright. You’re simply asking if they know of anyone. Plus, remember to network not for the sale, but for the relationship. Why I love this particular ask is that it’s bringing that contact to your side, asking them to help you in a small way.
Look confident, not desperate.
Here are ways that some writers think are great marketing moves that are killing their chances:
- The “I noticed you looked at my profile” stalker message. Stop it. If someone did that to you, you’d feel hounded and a little creeped out.
- The weekly “Hire me” tweet or message that never changes. Give them a reason to hire you; just telling them to is a waste of time and looks really desperate.
- Selling on the first date: Please. You hate it when they do it to you. Don’t be that person.
I approach every interaction right now in much the same way as I did before a pandemic sent everyone running for home. The conversation has a purpose — to see if we are going to be a good match. That has to work for me, too. That thought is in my head each time I’m in that initial conversation with a new client prospect. You’ll be surprised how much that creates a sense of confidence on your part.
Writers, how have you transitioned your freelance writing career amid a pandemic?
What advice would you give to writers trying to locate new revenue streams?
8 responses to “Meaty Monday: Is it Time to Switch Your Freelance Focus?”
Excellent advice, Lori.
I have a twist question on your post: I know you argue that writers should always, always be marketing. I get it. But.
I’m like you–booked beyond capacity. And I’m turning down work to stay sane.
Therefore, I’m not marketing.
And it’s entirely possible a big, long-term client could drop me for budget reasons.
Should I be worried I’m not marketing? I’m not. I’ve been doing this 15 years. All of my clients are project based, meaning that every Monday I do this for one client, and every month, I do that for another client, and on and on. They’re also long-term; the shortest business relationship I have is five years.
I’m telling myself that my clients have given no indication they’re shifting and that I’ll find new work if that happens.
Am I being complacent? Foolish? I ask myself that often.
Gabriella, I think that’s wise. Besides, your shortest-term client relationship is pretty darned long. I’d say if they’ve not budged yet, they’re probably riding this out well. Again, that can all change (don’t we just love building businesses on shifting sand?), but for now, I think you’re making the best decision. I don’t think you’re foolish at all.
Personally, I’m stretched beyond my abilities at this point. Marketing that I started in January had to stop almost immediately once the pandemic closed office doors.
You still network, right? If you stay in front of the potential clients, it makes it easier to reach out to them when your work starts to dwindle, in my opinion. For example, I’ve continued my networking on LinkedIn and Twitter. I have no ask. I just share what’s interesting and within my niche. I’ve chatted with contacts at a few of those companies — at their prompting, not mine.
To me, that’s laying a good foundation. Or a safety net, if need be.
One of the things I do as I approach new-to-me markets that seem out of my wheelhouse is show them how my previous experience in other fields benefits what they do. That’s been a big help. Theatre training translates well into mimicking an existing brand voice or creating a new one.
Oh, great point, Devon!
Unless you get the putzes who have never hired anyone, have no business trying to, and see your resume, which is loaded with experience in their industry, and don’t see that one thing they think they need. That happened to me at least once. The woman was clearly not seeing that hey, I’ve been writing in your industry for 14 years (at the time), but let’s quibble about my not having exact experience in that particular piece of insurance that hey, has the same risks as this related piece, which I’ve written about endlessly….
Sometimes the problems just weed themselves out for you, huh? š
Thanks for the feedback, Lori. Yep, staying in touch with clients by email, just shooting them stuff we have in common or that would benefit them, like you do.
“Personally, Iām stretched beyond my abilities at this point.”–me, too. I decided that without my release of tension–travel–I have to start putting limits on work. I’ve been so stressed and tense that I’m useless on weekends. I just want to veg. So work has to shift back.
Two trips to Scotland? I bet you’ve seen on my FB page that I’ve been doing a lot of longing to travel to Scotland. I’m reading several mysteries set there, and it’s making me remember there’s a lot of that country I haven’t seen!
Ah, travel. I miss thee.
Yep, that’s the relief. And we don’t even have much of that right now, do we?
Two trips — one was supposed to be in August (annual clan meeting) and the other in December (Australian friends wanted to spend holidays with us there). Once you do get to go (and you definitely should!), you’ll fall in love. It’s a wonderful place, good people.
You’ll get there. š
Lori, I’ve been to Scotland twice, but there’s so much to explore! Need to really go north!
Ah! Then you know. š You really DO need to go north! It’s stunning there.