POST #24: 40 Days to a Successful Freelance Writing Career

PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar in October. You will learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor. Click to register!

Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I've started a series of posts entitled "40 Days to a Successful Freelance Writing Career."

To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .

Why Marketing Too Much Can Lead to Less Business

There are so many ways to market your freelance writing services, it’s downright scary and can leave you immobilized.

But, when you finally take the plunge – doing too much can lead to fewer clients – not more. How?

Consider this: The outlets for marketing include the following -- and quite a few more that I’m sure to leave off the list.

Offline Marketing Outlets: postcards, flyers, sales letters, newspaper ads, brochures, promotional items, face-to-face networking, cold calling, etc.

Online Marketing Outlets: website, e-newsletters, forums, social networking sites (eg, MySpace, FaceBook, Squidoo), blogs, ebooks, article writing, online columns, etc.

How to start, where to start, what will give you the most bang for your buck – and your time? It can be difficult to know. So, how do you decide?

Quite frankly, your niche and your marketing budget will dictate which marketing methods to use, as discussed in Post #21. However, if you’re still confused, stick to the following advice:

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FREE Freelance Writing E-Course! And, the special e-report: How to Make $100/Day as a Freelance Writer! Limited time offer. Details.
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1. Consistency: As in, choose marketing methods you can afford – and have the time to – repeat. Marketing is not a one-hit wonder. And, as I’ve written so often in the past, a common marketing rule is that it takes the average consumer 7 to 28 times of seeing your ad before they will buy.

So, spending money on a splashy direct mail piece is not prudent – if you can’t afford to send it out week after week, month after month, etc.

2. Combine Methods: As in, combine different marketing methods for maximum effect. I use a couple of free methods all the time (eg, article marketing, newsletter publication). A few times a year – usually once a quarter, I’ll send out a direct mail piece.

As marketing is something that has to be done consistently to take effect, by combining free and paid methods, I’m never in danger of not being able to market.

If ever I can’t afford to do send out postcards or brochures (my favorite mailers), then I’ve still gotten my name in front of prospects via my newsletter and article marketing efforts.

3. Don’t be “Faddy”: IE, don’t feel like you have to jump on every new fad that comes out. I put up a MySpace and Squidoo page a few months ago, and have only gone back to them a few times.

Why did I do it? A momentary, "I got caught up in the hype" lapse. Like a blog, if you’re not going to actively update and market via that outlet, it’s best not to bother with it. You’re simply wasting time.

Again, it all goes back to consistency. I’ve blogged since February 2005. I’ve used article marketing since 2002 or 2003 (can’t exactly remember). I’ve had my website since 1999. Via these outlets, I’ve built up a pretty good client base.

Why? Because I consistently update, change and market via these outlets. So, they work.The bottom line: Find one, two or three (and I don’t advise more than three) free marketing mediums you have the time – and money – to devote to, and stick with these.

Spreading your efforts more than this will only scatter your marketing efforts – making them less, not more, effective.

MONDAY'S POST: We’ll discuss when you should change your advertising – and how?

What do you think? If you have questions, comments or observations about this post, send them in. Email them to info [at] InkwellEditorial.com.

Creatively and consistently yours,
Yuwanda (who is this person?)
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What’s in Inkwell Editorial’s Newsletter?

Current Issue: For all you artists our there (illustrators, cartoonists, photographers, this one is for you). I interviewed successful cartoonist Dan Rosendach. He’s been a freelancer since 1976 and lays out some very interesting marketing tactics for keeping the business rolling in.

Missed the last issue of Inkwell's freelance writing newsletter? The 9/12 issue featured an interview with freelance writer, Gordon Graham, aka, that white paper guy.

Gordon charges $90/hour just to edit a white paper and a minimum of $4,000 to produce one from scratch. Wanna know what he had to say? Sign up to receive your copy to read his informative, in-depth interview.

Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
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POST #21: 40 Days to a Successful Freelance Writing Career

PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar in October. You will learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor. Click to register!

Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I've started a series of posts entitled "40 Days to a Successful Freelance Writing Career."

To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .

Where Should You Look for Freelance Writing Work – Online or Off?

Freelance writing has changed immensely since 1993, when I started. But, there are some definite guidelines to be followed when looking for work.Like most things in life, it depends on your goal and the type of writing you like/want to do. So, take the following into account – and you’ll come up with the answer that’s right for you.

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FREE Freelance Writing E-Course! And, the special e-report: How to Make $100/Day as a Freelance Writer! Limited time offer. Details.
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4 Things to Consider When Deciding Whether to Go Online, or Off, for Freelance Work

1. What type of writing do you want to do? I’m a commercial freelance writer and many of my clients are local small business owners. I locate them primarily through networking events and word of mouth these days. Remember, I’ve been at this since 1993, so I don’t have to do as much advertising anymore.

However, when I first started out, I found great success with postcard advertising (sending postcards through the mail). I also used to do fax campaigns – faxing a flyer to prospects whose info I’d located through their ads in the Yellow Pages, newspaper, etc.

Now, fax broadcasting is illegal in many states, so I stopped doing that years ago.If you wanted to write primarily for magazines, for example, practically all of your market efforts will be spent online – locating editor contact information, preparing queries, searching for submission guidelines, etc.

My point: The niche you target will largely dictate your marketing efforts.

2. Income Goals: There is no set pay scale for freelance writers. One write may charge $50/hour, while another may charge $15/hour -- for the exact same project. This is one of the reasons many freelance writers are severely underpaid, in my opinion. But, that’s another topic altogether.

The reason I like commercial freelance writing – ie, writing for the corporate/small business sector – is that there is somewhat of a standard fee. Many commercial freelance writers charge $50/hour – just starting out. Where are they likely to find the bulk of their clients? In my opinion, offline.

So, doing things like going to Business Licensing Division of your local county seat, buying a list of the latest registered businesses and contacting them via phone or direct mail, is a great way to get new customers – and it can be much more effective than email. (FYI, this was discussed in Post #17 of this series.)

On the other hand, if you want to provide web copy to the clients of web designers, then you’d contact them – usually via email.

The bottom line: Choose niches that pay well and where prospects are plentiful so that no matter how you reach them – online or off – you won’t have to work 12, 15 or 16 hour days to make a decent living.

3. Your Marketing Personality: I’m a pretty solitary worker. I can literally stay in front of the computer for 12 or 14 hours – and be perfectly happy.Although I do a lot of offline networking to get clients, when I work, I prefer to work alone.

This distinction is very important because you may use one method to acquire clients, but the project may require another way of working altogether.

If you don’t like cold calling or the monotony of putting together a direct mail campaign, for example, then you may want to target markets where most of your marketing efforts are concentrated online – eg, SEO writing. For this, simple, short emails will usually suffice.
4. Your Marketing Budget: Last, but certainly not least, your budget will play a great part in how you market.

Online marketing is some of the easiest and cheapest marketing you will ever do. And, it is highly effective – when simple guidelines are followed. Proof?

According to ClickZ.com, “Court Cunningham, who oversees DoubleClick's DARTmail program estimated the average email cost per unit at $0.25, versus $1.25 for a direct mail piece. Response rate? One to two percent for direct, five to fifteen percent for email.”

Cold calling is also extremely effective. I didn’t start using this until about two years ago – I always hated, hated, hated it. And, it’s still not my favorite. BUT, I’ve made great strides with this – I think more than anything, it was overcoming my fear of it.

Direct mail, which can easily be the most expensive of the options discussed here, doesn’t have to be prohibitively so. If you send like postcards, sign up for bulk mail rates and use an extremely targeted mailing list where your chances of getting a good return are high, it can really make it money well spent.

The graphic shown is an actual postcard I used as a direct mailer a few years back. I designed it myself on VistaPrint.com.

Marketing Tip: I used an an actual testimony I'd received from a client on the front of the postcard. Testimonials are very effective in print marketing.

Final thought: I’ve used both on- and offline methods when looking for freelance work. And, I’d say it’s a combination that produces the best results.

What do you think? If you have questions, comments or observations about this post, send them in. Email them to info [at] InkwellEditorial.com.

Editorially yours,
Yuwanda (who is this person?)
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What's Next in Inkwell Editorial’s Newsletter?

Tomorrow's Issue: For all you artists our there (illustrators, cartoonists, photographers, this one is for you). I interviewed successful cartoonist Dan Rosendach. He’s been a freelancer since 1976 and lays out some very interesting marketing tactics for keeping the business rolling in.

Missed the last issue of Inkwell's freelance writing newsletter? The 9/12 issue featured an interview with freelance writer, Gordon Graham, aka, that white paper guy.Gordon charges $90/hour just to edit a white paper and a minimum of $4,000 to produce one from scratch.

Wanna know what he had to say? Sign up to receive your copy to read his informative, in-depth interview.

Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
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Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
**************************************************
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Post #18: 40 Days to a Successful Freelance Writing Career

PUBLISHER NOTE: If you are a regular reader of this blog, then you know about the upcoming freelance writing seminar in October. Details.

Many have inquired about what will be discussed at the seminar. So, in order to answer your questions and to get you prepared for what to expect, I've started a series of posts entitled "40 Days to a Successful Freelance Writing Career."

To start at the beginning, click here. And, welcome to the blog. Now, on to today’s post . . .

How to approach a new business owner & become their freelance writer of choice – for life!

One problem common to almost every business owner is acquiring new clients. While retaining old clients is essential to success, you must have a steady stream of new ones to remain viable.

One of the best– and cheapest -- ways for freelance writers to do this is to contact new business owners. As I discussed in yesterday’s post, because they are just starting out, they need everything – brochures, web copy, sales letters, etc.

“But,” you may be thinking, “how do I go about this?” Following is a plan of attack to getting those new business owners as clients.

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Want to learn exactly what to do to earn $100, $150, $200/day or more as a freelance writer, editor and/or copy editor? Inkwell Editorial's upcoming Freelance Writing Seminar will tell you how. Details. It's a career anyone who can read and write can start  with the right information.
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Freelance Writers: A specific plan for getting new business owners as clients

Implement what I’ve labeled a call-mail-call program.

1. Placing the call: If you’ve done as I advised in the last post and purchased the new business registration list from your local business license office, then you should have the name of the business, the name of the proprietor and the type of business right in front of you.

Tip! Don’t make the first contact a sales call. Your first call should go something like, “May I speak with [name of proprietor] please?”Most of the time, you will have reached the owner of the business owner. At this point, they’ll say something like, “This is she. Who’s calling?”

You’ll respond, “My name is Yuwanda Black and I’m a freelance writer who specizliazes in helping new business owners acquire new clients. I’m calling you today for two reasons.

One, to congratulate you on opening your [type of business – eg, cleaning service, auto repair shop, real estate agency, etc.]. And two, to send you some information on increasing sales. Before sending out the information, would you mind verifying your address for me? Is [repeat address as listed on the list you purchased] correct?”

At this point, they’ll usually say yes or no. After getting the correct address, you’ll then follow up with, “Would you prefer to receive this information via email?”

If they say yes, get their email address and get it out to them pronto!

To end the call, congratulate them again on the opening of their business, and let them know you’ll follow up in 5-7 business days to see if they have any questions about the information you sent.

Eg, “Thank you for verifying your information. I’ll get that in the mail right away, and will follow up in 5-7 business days to see if you have any questions. Congratulations again on the opening of your business. I look forward to speaking with you again soon.”

2. Mail: This is the easy part. Mail out the promised information – the same day you make the call.It can be as simple as a postcard with your website information, which is where they’ll get detailed information about your services.

To entice them to log on, direct them to a page especially targeted towards new business owners. Eg, I specialize in helping new business owners:

**Increase Sales by ??%: This works because any increase in sales is good because they probably don’t have many (or any) when they first start;

**Start off Right by Getting Customers for Life: By sending out a monthly newsletter, a joke of the day, a business tip of th4e week, etc., new business owners start to build customer loyalty (eg, customers for life); and

**Get Fresh Leads Month after Month after Month: This can be as simple as starting a monthly drip campaign via postcard mailings. Wonder what I mean by drip campaign? Its effectiveness is explained in Post #7.

**Etc.

3. Follow-up phone call: Call on the fifth day to see if they received your mailer. If they say they didn’t receive it, send it again and follow up in 3-4 days this time.

If they did receive it, ask if they have any questions. No matter what they answer to this, always end with, “There are a number of ways I can help you start to acquire clients. They’re all cost-effective and relatively easy to start.”

When is the best time to discuss how you’d like to get started?

Notice how I don’t ask any yes or no questions – other than did you receive the info I sent you.

It’s an old sales trick, but never give a prospect the chance to say no, because plenty of them will take it. While this may seem a little pushy, it’s always awkward acquiring clients.

To push through whatever trepidation you have in this area, think about how much this client could mean to your business over the course of 2, 3 or 5 years.

Two or three awkward phone calls is worth it to acquire what could be worth tens of thousands of dollars worth of business over the years.

See how relatively easy it is to market to new business owners? You have more to offer them, simply because they need more of what you have to offer and probably have no providers in place to handle their needs.

Often, being first also means being last. As in, being the first freelance writer they deal with means you may also be the last one they deal with (ie, they become your client for life).

Now, get to your county’s business licensing office and purchase that list!

As always, editorially yours,
Yuwanda (who is this person?)
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What’s in Inkwell Editorial’s Newsletter?

Missed the last issue of Inkwell's freelance writing newsletter? The 9/12 issue featured an interview with freelance writer, Gordon Graham, aka, that white paper guy.

Gordon charges $90/hour just to edit a white paper and a minimum of $4,000 to produce one from scratch. Wanna know what he had to say? Sign up to receive your copy to read his informative, in-depth interview. Next issue will be published on 9/26.

Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here.
************************************************
Copyright Notice: May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Log on to InkwellEditorial.com.
**************************************************
Like what you read here? Find the content useful and informative? Make us a Technorati Favorite. Simply click the Technorati icon at the top right-hand corner of the page.