Successful writers share one common trait: they market themselves using very easy-to-implement tactics. Yet even as demand for writers is skyrocketing, many freelancers would rather spend their time walking the dog or washing the dishes.
“What we’ve got here is a major disconnect. Never before in the history of words has the demand for freelance writers been so high. Yet I constantly hear from copywriters, journalists, technical writers and copyeditors that ‘marketing’ is a four-letter word,” says Michael A. Stelzner, one of America’s top-paid freelance writers.
There’s plenty of work for the taking. According to a recent Junta42 study, 6 in 10 businesses are spending more for content production. The need for case studies, e-books, newsletters, articles, websites, white papers and press releases is growing at an unprecedented rate.
For the writer who applies a few simple techniques, work is plentiful and money is good.
To land more work from higher-paying clients, Stelzner and nine other top-billing freelancers (including yours truly and my blogging partners Steve Slaunwhite and Ed Gandia) suggest the following easy-to-employ tactics:
How Ten of America’s Top Writers Keep the Money Flowing In
#1: Stop Billing by the Hour: “Pricing projects by a fixed fee, not by the hour, increases your chances of landing the job. Don’t say, ‘My fee to write your e-newsletter is $75 per hour.’ Say, ‘My fee to write your e-newsletter is $800.’”-Steve Slaunwhite, author of Start & Run a Copywriting Business.
#2: Write About Your Target Industry: “Identify some of the biggest names in your target industry. Interview a few of them, create a great article and shop it to a few major online or offline publications. The free press will help you gain exposure and be read by an audience of prospective clients. Plus, the experts will be happy to help you again in the future.”-Michael A. Stelzner, author of Writing White Papers.
#3: Stay Top of Mind by Keeping in Touch With Clients: “It doesn’t matter how good a job you did for a client before. When even a little time has passed, if you’re out of sight, you’re out of mind. Pick a way to stay in touch-by phone, personal email, newsletters or social media. Doing so may even remind clients they need to get started on a project–and they’ll call you.”-Casey Hibbard, author of Stories That Sell.
#4: Leverage Social Media Marketing: “In this age of Google and social media, your prospects are even more distracted, cynical about sales messages and rightly motivated by their own self-interest. Make your promotional content brief, attractive and to the point. Always offer significant value before asking for anything. When making a request, frame the action as a way for the prospect to get even more benefits.”-Chris Garrett, content marketer and co-author of ProBlogger.
#5: Ask for Referrals From People You Know: “Whether or not you’re new to freelance copywriting, approaching people you already know about your freelance business, such as previous employers, is always the best place to start prospecting. These folks know and trust you. Even if they can’t hire you, they’re usually more than willing to introduce you to those who can.”-Ed Gandia, author of Stop Wishing and Start Earning.
Click here now to read writer marketing tips #6 – 10 from Peter Bowerman, Marcia Yudkin, Chris Marlow, Nick Usborne and me.
{ 5 comments… read them below or add one }
It is always good to hear the basics reiterated. I think of Jack Canfield and his principle of Ask, Ask, Ask. For freelancers ask for intros, for contacts, for referrals, and for more business. I fear I seldom ask as much as I should.
Thanks for taking the time to share this. A lot of your insights on the simple points you make are things I’ve been trying to get into my thick head for some time.
Thanks again!
Wayne and Blake – Thanks for your comments. I agree that going back to basics is always a good thing. I have a few books on my shelf that I continually go back to when I feel I’ve gotten lost in the details. They serve as a much-needed compass in the marketing jungle.
Wayne and Blake – Thanks for the kind notes. Isn’t it funny?… for years I kept repeating the pattern of embarking on searches for NEW tips for success (in its many forms, not just successful writing) but then I came to realize that it’s tough to make real progress without a solid grasp of the basics. I’ve also found that I rediscover basics every day – real gems of knowledge that I’ve come across before, but that are being crystallized for me in new ways in the books, blogs and people I seek to learn from. Cheers!
Many thanks, Pete. This is a really, really good post. Short, sharp and true. I need to give myself a kick in the pants and start doing ALL these things! Best regards, P.