How to Quickly, Cheaply & Easily Find Freelance Writing Work

One of the most frequent questions I’m asked is how to find freelance writing work.

This depends on many factors, but primarily, your niche and your marketing budget will determine how you find freelance writing work to a large degree.

I can only tell you how I do it. So, here goes …

Click here to read the entire post.

Good luck!

Yuwanda Black, Publisher
http://inkwelleditorial.com/
http://inkwelleditorial.blogspot.com/
http://seo-article-writer.com/
http://seo-articles-for-sale.com/
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How to Start a Successful Freelance Career Newsletter
P.S.: Read about my $250/day as a freelance writer -- with less than two weeks of marketing!
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Read Freelance Success Stories! There are freelancers who make very good livings at what they love. Inkwell Editorial's newsletter features these successful professionals who put to rest the phrase, "starving freelancer." Subscribe to read all previous issues.

Current Issue: How Much do Freelance Web Writers Really Make? This issue features a roundup of freelance writer income from around the web. Features salaries from a few hundred a month, to a website that earns over $30,000/month -- and the site owner doesn't even sell anything! Subscribe to read this inspiring issue.

Previous Issue. Ghostwriting: Want to know what type of work is out there in this genre? How much it pays? Where to find it? How to go about getting it? Ghostwriter Amanda Evans gives us the skinny on this freelance writing niche.
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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.
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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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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.

POST #10: 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 . . .

The Big Lie Surrounding “Company Image”

Many freelancers assume that it’s the size of the client company that dictates the image of their company. Eg, if you write case studies, for example, your target market is most likely going to be mid- to large-sized companies. Hence, one could easily assume that your company’s image would be professional and reserved.

However, in my experience, this isn’t necessarily true. In my experience, it's the type of industry served that could dictate your company’s image. The reason could is italicized is that I’d even go a step further and say that it is the company’s owner (you) who decides the image. Why?

Because I don’t believe in forcing yourself to be something you’re not. If you naturally have more of an artistic edge, but like finance, then meld that. You could bring a fresh, fun image to the world of finance.

When you are yourself, you free yourself to naturally be better – without worrying about what image you should be trying to project. Instead, you just – project.

What Do You Think of Me?

I attend a lot of networking events and meet a ton of people – really nice people. People I like and wouldn’t hesitate to help out at the drop of a hat. EXCEPT when it comes to business. Huh? What do I mean?

Today’s topic is your company’s image. AND, I want you to forget terms like branding and image. These are Madison Avenue terms that look good on a glossy brochure, but don’t help you grasp the seriousness of the issue. So, I’m going to relay a story to illustrate exactly what I mean.

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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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What Is the Difference Between a Bun and a Ponytail?

When I ran my staffing agency in New York City, for our outsource division, we used a staff of independent contractors (freelancers) to complete projects. Sometimes, the client would request that the person who worked on their project come into the office for the day.

I had one editor/copy editor/proofreader who was phenomenal – I mean, I never had to check her work because it was always top-notch. She always completed projects on time – usually a few days before, like clockwork. And, she turned projects in with detailed notes that usually gave the client ideas for how to make the project better. She was simply amazing.

BUT, I hesitated to give her projects where a client would likely want her to come onsite. I’d usually give the project to another freelancer. Why? Because she was slightly rumpled.

Her personality – outstanding. Work – impeccable. But, her look was one of disorganization. Let me stress, she didn’t break any overt grooming habits (eg, dirty clothing, body odor, bad breath, etc.).

So, what was “wrong” with her? For example, she had cats and invariably you could see stray cat hairs stuck to her clothing. She usually wore her hair in a ponytail that streamed down the middle of her back – but it wasn’t a neat ponytail. The hair had split ends and usually many of the hairs escaped her scrunchy. She tended to dress in “comfy” clothing that were more weekend wear than office attire (eg, sweatsuits or long, billowy dresses).

My agency’s clientele ranged from biggies like Random House and McKinsey & Company, to small, one-person graphic design firms.

I hesitated to send her onsite at the larger firms because her dress was not professional, and I hesitated to send her to smaller clients because I wanted to leave them with a certain impression of my company. Specifically, we are a professional company with professional workers who do impeccable work.

There were many times I wanted to grab her, put her hair in a simple bun and dress her in a monochromatic suit or simple business dress. But, I never did. I simply didn’t pass some projects her way.

The Lesson Here: Many people will never tell you what they think of you, your company or your customer service. They will simply stop using – and you won’t have a single clue as to why.

Why You Should Develop a “Company Culture” Before You Have a Company

While you may think that your company’s work speaks for itself, everyone you deal with – and refer – speaks to who you are as a company. So, it’s up to you to always make sure that you:

(i) have an idea/image/company culture in mind that you want to present to customers – before you open your doors;

(ii) take steps to foster and grow that image (eg, make sure your advertising and marketing efforts are in tune with your company’s image); and

(iii) ask customers how they perceive your company. This can be done via surveys, feedback solicitation, and/or a simple emailed questionnaire.

Tip: Before you start lining up clients, workers, vendors, etc., think about the type of person/company you’re bringing to your company (or the type of person you refer to others). A prospective client can think the world of you personally, but will hesitate to recommend or use you if you’re lacking in some areas – areas that aren’t even relevant to the job at hand.

NEXT POST: In Post #11 tomorrow, I’ll go over some business tips I got from Keith Bishop of Pitch Graphics, who will be a panelist at the upcoming seminar in October. He’s been in business for 25 years and he was kind enough to let me pick his brain over lunch today.

Note: Seminar attendees -- you're in for a real treat. Keith has a wealth of information that I don't think even he realizes the true value of. And, he shares so freely. I was soaking it all up -- to share with you, of course!

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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Coming Next in the Inkwell Editorial Newsletter

September 12: Gordon Graham. We ring in the “editorial season” by interviewing Gordon Graham, aka “that white paper guy.” Gordon writes and edits white papers and case studies. He charges $90/hour just to edit a white paper and a minimum of $4,000 to produce a white paper from scratch.

Most freelancers don’t even dream of making this type of money. Now, do you see why I had to interview him?! I can’t wait for this interview.

Missed the latest issue of Inkwell's freelance writing newsletter? The 8/15 issue featured an interview with B2B freelance writer, Meryl K. Evans. Want to break into this very lucrative market? Meryl's interview sheds some detailed light on how. Sign up to receive your copy to read what Meryl had to say.

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.
**************************************************
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.

POST #8: 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 Keep Your Best Clients

In yesterday’s post, we discussed drip marketing – a marketing method that is almost always successful.

Today, we’re going to discuss some ways to keep customers once you get them. Remember, 80% of your business will come from 20% of your clients. So, holding onto existing customers is not only economical, it’s a necessity, primarily for the following reasons:

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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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2 Reasons It’s Okay to Ignore 80% of Your Customers

Money: As 80% of your business will come from 20% of your customers, focusing on this 20% is critical to the success of your business. While you should never “ignore” any part of database, focusing intensely on the 20% who are the lifeblood of your business should be paramount.

So, how do you do this?In a variety of ways. Take a local coffee shop, for example. The may offer you a discount card, eg, buy 5 cups of coffee and get the sixth one free. In this way, companies can track their most frequent customers – and reward them appropriately to keep them coming back.

In my freelance writing business, I like to give clients a discount after a few projects, or for referrals.

Time: Remember the example in Post #6 when I talked about the mortgage brokers who were trying to drum up new business with an expensive radio ad campaign?

Once you figure out who your core customers are, you spend less time – and money -- marketing for new clients. Another benefit of knowing your best customers is that you get to really delve into their wants, needs and desires. Sometimes, what they want will be different that your niche as a whole.

An Easy Way to Increase Profits by Up to 25% -- or More

That’s why it pays to segment your database. You can often increase profits by 10, 15 or 25% simply by doing this.

Definition: According to About.com, segmentation is defined as “. . . the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. . . . Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized.

Market Segmentation: A Personal Example. I target the real estate market, which means that I deal with a lot of mortgage brokers and realtors. But, I’ve discovered that I get more referrals from realtors, and they use my services more than mortgage brokers.

When I did a pre-cursory survey, I discovered there were a couple of reasons for this: i) there are more realtors than mortgage brokers; and ii) realtors are more likely to use things like newsletters and postcards to reach their customers.

While I don’t have any proof, I think this is because realtors have a strong association -- NAR (The National Association of Realtors) that encourages – advertising. They are also licensed, and so tend to be a bit more professionally organized than mortgage brokers, who don’t have to be licensed in most states (which is kinda scary, but that’s a different conversation altogether).

So, when I market for new clients, I tend to focus most of my efforts on real estate agents. Because of their professional association with mortgage brokers, I tend to get business from this group via referral from real estate agents.

See how market segmentation works?

Now that you know why you should pay attention to your core customers, how do you hold onto them once y0u get them?

How to Keep Referrals Coming Your Way for As Long as You Like

This is so simple it’s going to blow your mind – simply keep in touch with them. This builds loyalty.

The ways in which you do this are only limited by your imagination, but it doesn’t have to be fancy. As a freelance writer, I happen to like newsletters. But, a specific type of newsletter.

I’m curious (okay, nosy) by nature. That’s why, when I decided to relaunch Inkwell’s newsletter, I decided that I wanted to interview other freelancers in every issue. How others achieve success is fascinating to me. And, it constantly inspires me to do better. Inevitably I learn something that I can use in my business endeavors.

Another thing -- newsletters don’t cost anything but brainpower to produce.

Other ways to hang on to existing customers: Drip campaigns, as discussed in yesterday’s post, a forum on your website, copywriting tip of the day, links to articles that would be of interest to them, anything on how to save them time and money, etc.

Why Free Marketing is More Valuable than Paid Advertising

An interesting thing I’ve learned about marketing is that I tend to spend more time on marketing when I use free methods than when I use paid ones. I think this is because everyone knows that a newsletter is free. Hence, they assume that it will be worth that – nothing. So, I try to make sure that my newsletters provide real value to the reader.

Lesson Here: It’s not always good to monetize everything you do. What do I mean? Take for example, Inkwell's newsletter. Many readers have commented that I should charge for it because the info is so valuable. But, the credibility I get from publishing such a popular newsletter far outweighs what I could make if I charged for it.

When you use free methods to promote your business, make sure that it’s valuable to the end user. They’ll be pleasantly surprised – and have much respect for you. And, be more loyal to you.

For the most part, it’s not important what you say when you communicate with your database, it’s the fact that you take the time to say something. BUT, be warned – DO NOT make every contact a sales pitch. While a link to your seminar, ebook, or teleclass is okay in every message, it should not be the overriding message every time you contact potential clients.

Send something that will make them think, laugh, do business in a different way, etc. The Internet makes it so much easier to get business today – but it makes it harder too. You have to think, act and be different to set yourself apart.

So, when you "give away" useful information in a newsletter, send helpful articles without making a sales pitch, stumble across and inform them of a new software that can save them time -- it lets them know that you have their best interests at heart.

Warm Fuzzies=Dollars

This gives them a "warm fuzzy" when they think of your company. As people's decision to buy is as much emotion-driven as price-driven (sometimes emotion is even more important than price), you want to foster this type of feeling in every contact. And, that means putting the needs of customers before your need to sell.

NEXT POST: In Post #9 tomorrow, we’ll discuss some “Shock Marketing” techniques. As mentioned above, the Internet makes it so much easier to get business – but it’s harder to get noticed too. “Shock Marketing” can help you stand out from the crowd.

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

Always editorially yours,
Yuwanda (who is this person?)
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Upcoming Features in Inkwell Editorial’s Newsletter

September 12: Gordon Graham. We ring in the “editorial season” by interviewing Gordon Graham, aka “that white paper guy.” Gordon writes and edits white papers and case studies. He charges $90/hour just to edit a white paper and a minimum of $4,000 to produce a white paper from scratch.

Now, do you see why I had to interview him?! Most freelancers don’t even dream of making this type of money. I can’t wait for this interview.

Missed the latest issue of Inkwell's freelance writing newsletter? The 8/15 issue featured an interview with B2B freelance writer, Meryl K. Evans. Want to break into this very lucrative market? Meryl's interview sheds some detailed light on how. Sign up to receive your copy to read what Meryl had to say.

Gain clients, web traffic and brand awareness. How? Let us interview you for our popular newsletter? Full details. Read the first issue here. Subscribe today so you don't miss anything!
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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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Freelance Writers: How to Divide Your Marketing Budget for Maximum Profit

I've been a freelance writer since 1993, and owned two other businesses over the last decade. You might call me a small business junkie. I love business and reading and/or listening to discussions about marketing is one of my all-time favorite past times.

You can never learn too much about marketing when it comes to small business is my belief. In that vein, I was listening to the Dave Ramsey show on the radio one day. The show's focus on this day was on small business owners.

A small business owner called in with a really interesting question I think freelancers could learn from. He said that he had set his marketing budget for the year, and he wanted to know how to spend it for maximum effect. His query went something like this:

POST CONTINUED BELOW
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FREE E-book on Article Marketing: If you write and distribute free content, learn how to increase your income via this free e-book. Full details.

Freelance Writing Seminar: Employers tell exactly what they're looking for in freelancers -- and more! Get the details here.

Want to be featured in Inkwell Editorial's popular newsletter? Full details. Read the first issue here.
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"I have $12,000 to spend for fiscal year 2008. I want to know if I should spend $1,000/month for 12 months, or if I should spend more on special deals during a certain period, or if I should pump up our marketing during our busy season?"

Excellent question and one that many of us freelancers probably don't think about in too much detail The reason I thought it was such an excellent question is because editorial (especially freelance writing), is a seasonal industry, as outlined in the article, The Work Flow Cycle of the Editorial Industry, on InkwellEditorial.com.

From approximately mid-June through Labor Day and from Christmas through the end of January are usually pretty slow.

February through the end of May is usually very busy, as is September through mid-December. iven this, how would you divvy up a marketing budget?

NOTE: Even if you don't have a marketing budget to speak of, knowing when to increase your promotional efforts - whether it's writing and distributing free articles or giving away copies of an e-book - can mean a big increase in your income.

Step 1: Know the cycle of your industry. Don't spend money during slow times. Use free promotional methods. Eg, send them articles you've written for possible publishing, distribute a free newsletter, write and disperse press releases, etc.

Step 2: Strike when the iron is hot! As in, spend the bulk of your ad dollars during high season.

Step 3: Prepare in advance: Eg, knowing that things pick up in September, target your marketing venues 3-6 months in advance. Many outlets offer discounts for early placement and for bulk placement.

Hence, you get the best bang for your buck by being the early bird. You may be able to extend your ad run by 20, 30 or 40% by placing it early. Eg, instead of placing an ad for 12 weeks, you get 16 or 20 for the same price by being early.

Step 4: Track your advertising: Placing ads early also gives you enough time to put an ad tracking system in place.

What is tracking an ad? Eg, say you send out 500 postcards - 250 with one message and the other 250 with a slightly different message. You want to see which one pulls better, so you put a tracking code, eg, IW-A on one batch and IW-B on the second batch.

After a certain time, say 2 weeks, you go back and see which one responded to your call of action better.

Successful advertisers are constantly tweaking their message because even a half-percent increase in response can mean hundreds or thousands of extra dollars. The kicker: it can be as simple as a one or two word change that makes the difference. As you advertise and market more, you will get better and better at doing this.

In conclusion, knowing when to market is as important as knowing what to say in your advertising material. So, learn the cycle of your industry and use your ad dollars accordingly.

EXCERPT FROM TOMORROW'S POST: If you’ve lost your passion for writing, here’s why and how to get it back -- with a vengeance!

In my 5/10 post entitled “What to Do When You’re Tired of Writing,” I kvetched about being tired of writing. I recently got my writing groove back. I actually look forward to turning on my computer. So, I asked myself, “What happened? Why do I feel so differently now, when I was considering a career change just a few weeks ago?”

After examining the issue in detail, I discovered a few things that I think other freelance writers can learn from.
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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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Freelance Writers: How to Increase Your Business with a Simple One-Page Letter

When I owned my editorial staffing agency and would put out a job opening for freelancers, I would get a ton of responses. If I asked for work samples, I would get slammed – even if the ad specifically stated to send, for example, “one writing sample on real estate investing.”

To quickly get through the pile of resumes, the first thing I would do is weed out anyone who sent more than I had requested. The point of this little story – more is not always better.

BUT, you may lament, “I want to show the client what I can do for them.” You can do this very effectively via a simple one-page introductory letter.

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InkwellEditorial.com E-Course: Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed! Coming in January.

At the end of this one week, five-step course, you will have a concrete business and marketing plan for your freelance enterprise. Even if you've been a freelancer for years, this course will help you "laser focus" your efforts and exponentially increase your income. Via this course, secure your first client within 30 days -- or your money back!

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SECTION I: In this paragraph, you simply want to state your name and give a very brief background summary and niche specialty. Eg:

I am Yuwanda Black, the publisher of InkwellEditorial.com. A freelance copywriter for over 13 years, I specialize in increasing the referral rates of real estate agents, mortgage brokers and insurance agents via newletters, brochures, e-books, etc.

Whatever your written marketing needs, I can deliver measurable results. Samples of my writing/portfolio can be found at mywebsite.com (you do have a website, right?).

SECTION II: Illustrate to the client that you are familiar with his product, service, specialty, etc. and how you can improve it, supplement it, overhaul it, etc. for better results. Eg:

I noticed from your website (brochure, postcard, sales letter, etc.) that you have been in business for 5 years and service the XXXX market. I can help you increase your sales by at least 15% over a year’s time (maybe more). How?

Studies (cite a source) have shown that consistent contact is the number one way to get clients to call YOU – and not your competitor. According to xxx (here you would input a reliable marketing stat), in your industry, only X percent of mortgage brokers do this.

Imagine how many more clients you can add to your business by becoming the go-to expert in your sector? I can position you for this – bringing in referrals for years to come!

SECTION III: The wrap up: Repeat here their number one benefit of using you, eg, to increase their bottom line. Eg,

My job is to increase your bottom line. As a results-oriented professional copywriter, I know how to move prospects into your (not your competitor’s) paying customers when they’re ready to buy.

SECTION IV: The call to action. Ask them to do something – now!

Call today for your no-obligation consultation. I can be reached at:
PH: 000-111-1234
CELL: 111-222-3333
FAX: 222-333-4444
Email: info@inkwelleditorial.com
URL: InkwellEditorial.com

SECTION V: The P.S. (EVERY sales letter should have a P.S.). In this section, you can give a way a freebie (e-books are great for this) and/or reiterate a major benefit (eg, increase your bottom line by 15%).

Feel free to use a P.S. and a P.P.S. Eg:

P.S.: With your free consultation, you receive a free e-booklet, “For Real Estate Professionals: 10 Ways to Turn Referrals Into Paying Customers.”

P.P.S.: This e-book is FREE, even if you don’t use my services.

5 Copywriting Tips for Your One-Page Letter

a) Use lots of white space and bold headings. Eg, between each section, create a bold heading that clues the reader in to what they’re about to read. Most people skim copy – especially from unfamiliar sources – this makes it much more likely to get read.

b) Write from a “what’s in it for the client” point of view instead of a “what’s in it for me” point of view. At every turn, reiterate how you can help them make more money, save more time, reach more prospects, etc. In business, most people either want to make more money or increase their referral ratio – these are safe objectives to state that you can help them with.

c) Make a connection: Eg, I read on your website; I heard in your seminar; I see from your brochure – everyone likes to feel that you have at least taken the time to know their business.

d) Give stats: This lends credibility to your “sales pitch.” It’s not just you saying x, a noted source can back up your contention.

e) Use a call to action: If you don’t ask them to do something, they may do nothing. So, use phrases like call today, log on to our website, subscribe to our newsletter, register for your free gift.

I guarantee you, if you follow the format outlined above, your direct mail and/or e-mail conversion rate will be higher, garnering you clients for years to come.
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Like what you read here? Find the content useful and informative? Subscribe to the Inkwell Editorial feed (under the LINKS section to your right) to receive new content immediately upon publishing. OR, email your address to subscribe to this content.
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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 to learn how.