What’s on the iPod: Flame by Scott Blasey
Jenn Mattern is a virtual traveler. She’s decided to go on a month-long blog tour this month, and her second stop on the tour is this very blog. Amen. I was thrilled when she offered to share her wit and wisdom with us, and the post below is thought-provoking and insightful. Thanks, Jenn! I hope you make guest posting here a habit.
Give her some love, folks.
Being Artsy Doesn’t Mean You’re Cut Out for a Freelance Writing Career
by Jennifer Mattern
“Writing is art.”
I hear this often. And we all know that it’s true. But it isn’t always true, and that’s why it frustrates me when I see new or aspiring freelance writers say things like this. It’s happened more lately for whatever reason. There’s this kind of entitlement floating around — what you do is creative or artistic and therefore by default people should appreciate it, value it, and be willing to pay you fairly for it.
Um, no. It doesn’t quite work that way. Here’s why.
Freelance Writing: Being an Artist Isn’t Enough
There is absolutely nothing wrong with writing for the sake of the art. That’s fine. Start your own creative endeavor. Put together a collection of poetry. Write that novel you’ve considered for years. But if you want to write for art’s sake, freelance writing might not be the right path for you. Freelance writing is frequently not about art at all — it’s about business.
Creativity has a place in freelance writing. There’s no doubt about that. You have to be able to stand out. And you have to be able to make your clients stand out. But that doesn’t mean clients want something “artistic.” That doesn’t necessarily have value to them. In many cases it’s more about formulas.
You’re expected to figure out what works — what gets people to sign up or subscribe, what convinces people to part with their money, what convinces people to click a link, what ranks well in search engines, etc. And then you’re expected to follow that formula to produce effective copy or content for the client. You can tweak it and get creative, sure. But it’s a far cry from the “writing is art” mentality.
By all means, be an artist. Love the creative elements of freelance writing. But don’t think for one second that the fact you consider your work “art” means anyone else should like it, respect it, or be willing to pay for it.
When you work as a freelance writer your work doesn’t have value just because you’ve created it. It only has value if you know how to convey value to members of your target market. Your work is worthless unless you can convince someone otherwise. That’s marketing.
In freelance writing being able to market your services effectively isn’t some nice optional skill to have. It’s essential. And it’s even more important to your success than your ability to turn formulaic freelance writing projects into works of art that still get the job done.
Successful Freelance Writing = Creativity + Business Acumen
You can be a writer even if you don’t know the first thing about business and marketing. But to be a successful freelance writer you need to be a business owner first. “Freelance” comes before “writing” in freelance writing for good reason.
When clients view you as just another writer, you’re replaceable. Your work doesn’t have much value (and your pay will reflect that). When you’re a savvy businessperson you know how to make yourself and your writing indispensable. Clients will wait just to get on your work list. They’ll refer you to others. They’ll keep coming back for more. They’ll pay you what you’re worth. And they’ll treat you with professional respect.
If you want to make it as a freelance writer you have to understand this going in. You have to build the necessary business and marketing skills. That is how you set yourself apart from the competition. You give clients what they want, and you show them that you’re the best businessperson for the job.
If you can’t do that, you probably aren’t cut out for freelancing. And if you fall into the group that thinks all writing is art and therefore valuable just because it exists, you might not be the best fit for a freelance career. Value in business doesn’t come from creation. It comes from results.
Where do you fall on the writing as art versus writing as business spectrum? Are you able to separate the different forms of writing — creative pursuits for art’s sake versus writing as a business?
Personally I pursue both options, but I keep them separate and I tend to focus more heavily on the business side. I write because it’s a passion. That’s why I pursue fiction. But on another level entirely, I write because it’s how I choose to earn a living. That’s why I freelance.
You can balance art and business as a writer. You just have to be able to detach yourself from one frame of mind occasionally to successfully pursue the other. And when the stars align, you may even fall into projects that let you do both (I know a few screenwriters who could probably say this).
Leave a comment and share your own stories. What’s the most artistic writing project you’ve taken on? How successful have you been at the business of being a writer? Where would you like to improve? How can you find more balance? I’d love to hear your thoughts.
About Jennifer Mattern
Jennifer Mattern is a freelance business writer and professional blogger who writes about freelance writing, social media, indie publishing, and small business. Her own blogs include AllFreelanceWriting.com, SocialRealist.com and AllIndiePublishing.com. She also publishes e-books for freelance writers and is scheduled to publish her first nonfiction book, The Query-Free Freelancer, early next year.
15 responses to “Guest Post: Being Artsy Isn’t a Career”
Jenn-I hope all newbies and those thinking about freelancing, read this post. Even when you think you've prepared for the business side of being a freelancer, what it takes will still surprise you.
I share your view of business and creative (or "art") being separate. In fact, that was one of the motivating factors behind me recharging my personal blog. I want the creative writing, but I don't think it belongs on my business writing site.
As always, a great post and thought-provoking.
I agree with most of it.
HOWEVER — a novelist and short story writer and playwright is just as much of a freelancer as a business writer. I am so sick and tired of business writers ghetto-izing fiction writers.
A NYT best-selling writer earns a heck of a lot more than the bulk of business writers — and they do it by COMBINING business and artistic tools.
The things a business writer needs to do to succeed can translate to a successful fiction writer's life, too. However, a fiction writer cannot stop at 5 PM and walk away from the desk. We don't have our writing separate from our lives – it is integrated into it. We are ALWAYS writing, even if we're not at the page. It doesn't interfere with our lives, it doesn't keep us from having a life — it enhances our lives.
And, when we apply solid business principles to our fiction — such as targeting markets that pay decently, being on time with deadlines, and turning out our best work — we make a living.
I'm sick and tired of the misconception you can either be an artist OR a businessperson. To actually survive in this business, they cannot be separate.
You also have to be smart and know your own worth.
As a PS, most of the highest-paying business writing gigs I land are because of my "art" — my ability to create characters to engage readers and sell product.
They do not HAVE to be separate, and that is why so few business writers can make the switch into fiction (although many claim they want to). They can't meld the two, and they can't be flexible enough to adapt their "all business" models to the needs of fiction.
Business writers aren't the only type of freelancing out there. And the needs of each type of work are very different, although they can compliment each other and boost one's productivity and one's income if one is flexible enough.
Lori – Thanks for having me! Love the "virtual traveler" label. 🙂
Cathy – You're right. The business side of freelance writing is a surprise to a lot of people. There are plenty of misconceptions about what's involved in successfully freelancing, and sadly most could be resolved by some simple up front market research.
Devon – A few things:
A) I never said you couldn't be an artist and a business person. In the second to last paragraph I said precisely the opposite.
B) Don't mistake business writers for freelance writers. This post was not specifically about business writers, and I'm far from only a business writer myself.
C) No, I do not consider novelists to be freelancers. Being able to sell your projects is not freelancing. When you're an independent contractor who takes on work for multiple clients at the same time, you take on work-for-hire types of arrangements, etc., that's freelancing. Publishing books is different. You create a product and you bring it to market. You actually have more control — artistically and otherwise — than the majority of freelancers. While similar, they are not the same thing. And the post was in no way implying that novelists and those pursuing similar projects are not in an either-or situation with creativity and business. While I don't have a problem with people disagreeing with me, I don't think it's fair to put those words in my mouth, especially as I'm someone pursing projects on both sides of that fence. So there was no ghetto-izing, and I'm sorry you read into something that wasn't intended in the slightest. I have the utmost respect for authors who know how to balance the creative and business sides of being published. That's precisely why I never said that you can't be business-minded AND artistic, but rather that being artistic alone rarely cuts it. Advocating a balance and business sense is the point.
I love the idea of "freelance" coming before "writing," Jenn. =) I don't know if this is correct, but one way that I've separated art and freelance writing is in the research. When I create artistic works, research supports my art when necessary, if at all. Whereas with freelance writing, I've carved a niche for myself on health topics that require a lot of research and the writing seems to support the research more. =)
Sam
Wonderful post, Jenn. I agree with what you're saying here. Mindset can have a lot to do with your success as a Freelancer. Which is why it drives me insane to see job ads for writers saying, "Get paid for what you love!" I don't love writing keyword-crammed articles, so it makes that statement redundant.
I love writing, but when it comes to my freelance business, I consider it simply what I do. Unfortunately, I didn't always think that way, but I have learned and now I can separate the passion for writing and the business part of writing. I won't take on anything just for the sake of getting to write.
My passion resides in creating comics, which is only something I'm dabbling in at the moment. It's value is priceless to me. If I decide to offer it as a service, then the business side will take over.
Jenn,
I think we define "freelance" differently.
Novelists are absolutely freelancers. They don't have steady jobs — they work contract to contract. They can be fired at any time, just like any other freelancer. They move from publisher to publisher. They may have more artistic control earlier in the process– sometimes –but whether or not they keep getting contracts depends — as you clearly state in your piece about business– whether they convey the value to the target market.
The dictionary definition of "freelance" is "someone who works for different companies at different times rather than being employed by one company."
Janet Evanvoich may not be a freelancer anymore, because she's been with the same publisher for X amount of years, she knows the market, and gives her audience value for money; but most novelists, playwrights, even film and television writers go from contract to contract and company to company throughout their careers. They are freelancers.
And many, many novelists I know — even some who have fairly regular publishing contracts with the same house — have taken on "work for hire" and book packaging deals.
In this reality, very few novelists can sit at home working on one project for one publisher– they are working on multiple projects for multiple companies.
They are successful, in my opinion, because they integrate rather than detach the two sides of the equation.
Good stuff, JM.
Just yesterday, I ran into a high school senior on the rowing team I used to coach. (I'm on a one-year, self-imposed sabbatical.) We've talked often about writing, and I'm guessing she's a very good student. One of her classes even did a recent module on freelancing.
So, she asked me how business was, and I gave her the Reader's Digest: '08 and '09 were the slowest since
'00, '10 was a bit better, and that those results were reflective of the economy at large as much as anything.
Her response was interesting, to the effect that "Oh, yes, the arts always get cut during economic down times."
To which I responded, "Well, Becky, the reality is I'm more of a commercial sellout than that. Most of what I do isn't artistic as much as providing ideas and content for businesses. When businesses do well, I do well. When the economy stinks, I suffer."
I only had a few minutes to talk with her, but I will see her at a race this weekend. I'm curious to know exactly what they learned about freelancing. I suspect it was mostly about the fun, creative aspect, not the business realities — which, to me, demand their own kind of creativity and result in a different type of exhilaration.
And for the record, if I had to support myself purely based on my artistic skills, I would have starved to death circa 1999.
I think I'm one of the few freelance (copy)writers that has no desire to write a novel, poetry, play, yada yada yada. I love the process of writing, and I love writing to sell. But the thought of trying to craft a short story or novel? Never say never, but it just holds no appeal for me.
Jenn, this is a GREAT post.
And it really doesn't matter how define freelance–if you spend your day debating it, that's time you could spend on your business.
Great post–business acumen is more important than writing skill if you ask me!
Great point, Cathy. Jenn points out quite succinctly what it takes to be in business. Creativity isn't the only prerequisite.
Devon, I hear you. I want to ask – is it possible that business writers and novel writers share similar habits? Personally, I don't see a large distinction as I enjoy both nonfiction and fiction writing. I too take my articles and writings with me after 5, as I do my poetry and my book manuscripts. I think we're more alike than it appears. 🙂
Jenn, you're welcome! And thank you for bringing this important discussion to the blog.
Sam, I tend to think what I do IS art – it's art to whomever finds value in it. Same goes for your health articles. In my opinion, it's art to be able to persuade or validate any point through words.
What I wouldn't do is call my journaling freelancing. That's different. But wow. This discussion has my head busy!
Wendy, I don't know. I'm passionate about my work, even if it is writing about risk management and insurance (be still, my heart!). 🙂
Jake, are you really a sellout? You're doing what you love, you're paid well for it, just like a novelist, and you are an artist – just not starving yet.
Maybe I should steal your lunch more often. 😉
Eileen, you have found your calling and your niche. I think that's fantastic. We love you with or without a novel in the works. 🙂
Kristen, good point. Business acumen is important. But I think the writing skill is the payoff. We can get our feet in the door, but to keep it open we have to deliver. I think it takes a marriage of both to be successful. But without the business savvy, we're kind of dead in the water.
LW, just to clarify: I used the word "sellout" sarcastically and made a joke out of it. After all, I was talking to an 18 year old who thought that I was funded by arts grants or something. Nope, just capitalism.
(Hey, hands off my turkey sammich!)
And Eileen, you're *not* alone. I haven't said "never," but it's way down on the list. I believe Norman Maclean was in his 70s when he published A River Runs Through It, so I'm thinking that's a reasonable expectation.
If I were to write anything at all, it would be a rustic fantasy. But all the good ones have been done, and I can't imagine bringing anything new to the mix.
I missed the sarcasm completely, Jake. LOL Sorry. Maybe I was too busy eyeballing that sammich (I'm a vegetarian, so I'll let you keep that turkey, but I'm all over the next cheese sandwich!).
Rustic fantasy? That sounds cool, Eileen. 🙂
– whatlittlethings – It's actually the opposite with me. Research plays a bigger role in writing fiction for me. That's because I tend to write for clients on topics where I have a lot of direct experience. I'm hired to give commentary and share opinions more than research-based features. The bulk of my research is researching markets and companies as I begin working with them. That said, I think it makes perfect sense that your experience would be different given that you write in the health niche. And I don't envy you that one bit. 😉
– Wendy – I agree completely about those kinds of ads. It's similar to content mills that recruit a lot of writers with promises of easy money, flexibility, etc. I can't even count how many times I've heard writers say they take on those projects because it lets them "focus on their art." BS. It lets them avoid the business side of being a freelance writer. And easy isn't better in this case. There are countless ways they can focus on their art without allowing themselves to become low paid virtual sweat shop workers out there to make other people money. I can't imagine how anyone can say it with a straight face when they frequently also admit it comes down to speed — you can't focus on art when you have to focus on cramming pages full of content and keywords every 15-20 minutes. Yet this is one of the groups I see most frequently use the "art" excuse for what they do. They were actually the folks that inspired this mini-rant via email with Lori recently and then inspired this post.
– Jake – It's interesting to hear that schools are exposing students to freelancing at all. We didn't have anything like that when I attended high school (nor now, with a sister who only graduated in '09). I wonder if that's been the norm for a while there, or if schools are catching up to what feels like an increased entrepreneurial spirit out there these days (with it relatively simple to start a business on the Web as opposed to students 10-15 years ago when opportunities like that were still much newer). If you learn more about it and what they're teaching, I hope you'll update us. 🙂
– Eileen – There's certainly no reason to pursue any kind of writing that you don't want to do. So good for you for carving out your niche and being happy there. 🙂 At the same time, as a copywriter you're probably already a story-teller to some degree. Story-telling is one of the keys to being a successful copywriter. So if you ever did decide to branch into fiction on your own behalf rather than solely writing for business clients, I'm sure you could make a decent go of it. 🙂
– Kristen – You are absolutely right. Writing books vs freelancing; publishers as clients vs investors. Those are topics deserving of their own discussions at another time. There is far too much work to be done to get caught up in squabbles over semantics. Today that involves both copywriting and work on a novel in my case. I hope you're having a productive one, no matter what kind of project you're working on right now. 🙂
– Lori – You are quite welcome. And again, thanks for having me. 🙂