What’s on the iPod: In These Shoes by Bette Midler
Yesterday was one of those “busy” days where I didn’t accomplish much that anyone could see. But there was significant progress made on an upcoming project and more planning for yet another one. And I got a note from a client via Twitter – he’s about to get in touch via a proposal I’d sent.
I had a conversation with a writer about rates, too. She has over 2 years of writing experience but was lamenting the lack of good jobs. Maybe it’s because I gave up bitching and moaning for Lent, but I reached out. I had to. Here was someone who, by her blog posts, had all the markings of someone who knows how to write. I invited her to email. She did. We talked. Her dilemma – finding work. And isn’t it the dilemma we all face or have faced at one point or another?
The approach she was using was the problem. You know me – I’m an advocate for the active client search instead of relying on job postings to build a career. Anyone who’s done this for any length of time (my new acquaintance included) knows it’s not possible to survive like that. What was really upsetting was this talented writer was hoping to earn $25 a blog post. Something is seriously wrong here.
Her question on her blog was a cry for help: Where DO we find better paying jobs? I pointed her in these directions:
Resume companies. Maybe not a long-term solution, but a good supplement to the income. Look for companies that offer training (most should train you for free) and don’t require you to back up any “free rewrite” guarantees.
Magazines. Start with Writers Market or even your own search. Look for magazines paying more than 30 cents a word. Anything less than that isn’t worth your time. I’d say 30 cents is too low too, but if you’re making $4 an article, it’s a big step up.
Directly targeting your clients. You know whom you’d like to work for. Research their company, find the appropriate contact, and go for it. Convince them you can benefit their business.
Network and connect to other writers. Make your presence known on Twitter. Join a LinkedIn forum or two. Visit other writers’ blogs regularly. Get to know those people in your profession and those clients needing your services. It won’t pay off immediately every time, but building name recognition and future referral business is the goal.
I asked the writer to visit here for advice and camaraderie. If you were advising a new writer or a writer stuck in a rut, what would you say?
1. If you're not contracted for regular, decently-paying work, sit down and write a few pieces because you're passionate about the topic, and then research and submit. There's always a market for a passionately, well-written piece. If you take the attitude that you never pick up a pen without a contract in place before you've got the track record to support it, your pen will stay on the desk for a long, long time.
2. Find a pro bono client or two to build up your portfolio with good material. Non-profits are desperate for great writers. Find an organization in whose mission you believe in, and do some work with them. Those samples will land you higher-paid work than any content mill sample, and there's a certain prestige in working with nonprofits, as far as legitimacy.
3. Pitch a column idea or a series of articles to a local publication. If it works out well, you can always look into syndication down the line.
4. Decide what you WANT to write. Instead of waiting until there's a job posted that kinda maybe interests you, decide what areas of interest and specialization you have, and actively pursue them. Convince them they can't live without you. And then deliver.
5. Learn to follow up and follow through. Sometimes, they're so busy they've put your materials aside. Regular "hey, how are you? Need anything?" contact will generate more work than your initial contact (in my experience).
6. Limit the time you spend with content mill writers. Most of them don't have the talent and the motivation to get out of the abyss. Don't let them suck the creative life out of you.
I'll say what I always say: build a list of 100-200 companies in your niche or industry, complete with the names of marketing and creative directors. Create a lumpy mail campaign with an offer of a free report, checklist, or white paper. Follow up by phone.
If you aren't a copywriter, but an editorial writer, you can still use this method. But instead of writing magazine articles and target magazines, turn your talents to annual reports, white papers, and internal corporate newsletters (and target the appropriate department heads). Target that list of 100+ companies you've built.
Is it a lot of work? Yes. You'll spend at least two 40-hour weeks putting it all together. Is it worth it? You decide: I've been almost fully booked since my last direct mail campaign in 2007. My income this year will be double last year's, and even that was good for the midst of a recession.
Ladies, I knew I could count on you for help! Thanks, Devon and Eileen. I'll make sure she sees this.
You gave up bitching and moaning for Lent? That's a LONG time, girl. ;o)
I've had the best luck keeping close contact with my existing (and well-paying clients). I would tell a new writer that every time you gain a new client (with whom the working experience was a good one anyway), maintain contact, ask for referrals, offer discounts on bulk assignments, etc. I've gotten in the habit of immediately adding every new client to my LinkedIn account. That way, I don't have to go searching for their contact info every time I want to touch base. I wish LinkedIn had been around back when I started freelancing.
Lori – thanks for posting this and reaching out! God Bless you!! It means a lot!!
And Devon – wow, great advice and things I did not necessarily think of!
Eileen and Irreverent Freelancer, I appreciate these ideas!
This has spurred me to write a blog post – stay tuned! 🙂
One question: should I create a whole new website just for my writing and clients? Or add a section in my current blog which gets a decent amount of traffic? Thanks again!
Eileen often mentioned "lumpy" mail, and I still am wondering what that means. Lumpy as in snail mail that needs more than one first class stamp? The image that always jumps to mind is the lumpy mail I sometimes get with promotional pens, key chains (or better yet thumb drive key chains!) enclosed.
Amen to all the tips above, but I'd add two things:
1) While continuing a relationship with good clients, also use those samples as stepping stones to get you to the next level. Have some great personality profiles in a local women's magazine? Use those clips to try to break into a national women's magazine.
2) Build relationships with helpful sources. Tangential things come up in most interviews, perhaps you can spin a different article on that source to a different publication. Helpful publicists are a great source for future article ideas. Bear in mind that you can help your sources as much as they can help you.
Julie and I are in similar positions, I think. I have about the same level of experience and have had the same kind of trouble finding work in the industry.
I will be transitioning from a full-time job into freelancing over the next few months, and I'm still learning what it means to take an "active" approach to marketing.
Anyway, I'd like to echo what Julie said: God bless all of you veterans for sharing your wisdom with us newbies! You may never know how many people you're really helping, but know that we're out here learning from you and being inspired. Thanks for all you do 🙂
@Paula – yes, you have that exactly right. To be more specific, use a 6 X 9 Kraft (manilla type) envelope. In it, place your pitch letter that you have slaved over. The headline on that pitch letter will tie into the lumpy promotion item you enclose. The size envelope, the fact that it is hand-addressed, and the lumpiness will get it opened. I used Pete Savage's ebook, "The Freelance Copywriter's $64,000 Direct Mail Self Promotion Package" as my model.
Lumpy mail example: Headline on your letter would say something like "Is Your Website 'Sticky' Enough"? Lumpy item would be those gooey sticky hands that kids get as party favors. Your pitch letter would offer a free website checklist to see if it has "sticky" elements that will keep web users on the site. The prospect has to contact you to get the checklist. Some skip asking for the freebie and just engage your services right away.
Wow-not only is this post awesome in and of itself, but the comments are the icing on the cake! Such great, actionable advice! Lori, you're a sweetheart – you've helped me out before too and I'm so greatful. 🙂
I second the fact that you cannot exist by job boards alone. It took a minute for me to get it through my thick skull, but actively seeking opportunities is what freelancing is all about.
You guys have given me even more great marketing ideas to work with – LOVE the tip about adding clients to LinkedIn, Irreverent Freelancer!
I know, Kathy! I may not survive through it! LOL
Julie, glad you made it! If anyone can help you, these guys can. These are some of the hardest working freelancers out there, and they know what they're doing.
Paula, Eileen's lumpy mail IS intriguing. 🙂 Amen to the stepping stones. Good clients can help you secure more good clients.
Hi, LC! Haven't seen you in a while, but I was thinking about you the other day. You still tweeting on Twitter?
That's it, Eileen – I'm investing in some "lump" for my mail, too. 🙂
What a great conversation. I agree that direct mail is one of the best ways to reach the clients you want to work with. I am right in the middle of pitching local businesses and already my phone is ringing and meetings are in the works with new clients.
I would have loved to do Eileen's method for direct mail, but working on a tight budget I went with the sales letter and business card only as my enclosure. This is my first attempt at direct mail marketing but it seems to be yielding positive results and increasing traffic to my website so I see only good things coming from it so far!
Glad to hear what you're doing is working, Lisa! And that's your process – what works for me may not be your thing. It's about finding what you like doing that works, and it sounds like you've found it!
All,
Thanks again for all your advice!! I was inspired to write a post about this…
http://www.inspiredtowrite.com/2011/03/what-are-you-worth-as-a-freelance-writer.html
Julie, you rock. Thanks for bringing awareness to other writers. 🙂