So, I recently got the following email – similar to many I’ve gotten over the years from what I affectionately refer to as “shortcut-hunters.” Can’t blame them – we all want the path of least resistance as we build our commercial writing practices. He wrote:
I have been working as a freelancer now for a couple of years, and during that time I have pretty lucky in being offered work with little or no marketing effort.
The work has been relatively low-paid, but enough to keep me afloat. I’ve been planning to follow your guidance now for some time, but I have always felt too busy with work and family to extend my reach.
Recently a long-term client told me he’d hired an in-house copywriter and that he’d be in touch if and when the company needed to outsource. This has left me in a serious bind as that work constituted a large part of my income. Today, I’ve been cold-calling per your instructions in TWFW, and called 23 marketing agencies.
I got the usual gatekeeper responses (even when calling between 4:30 and 5:30), and I have been given a lot of email addresses of those in charge of marketing to send along my resume, etc. I’ve emailed them, and given them my website address and resume in some cases, but it feels mostly like I’m wading through mud.
What you recommend should be the course of action for someone like me who is a decent copywriter, but needs work quickly?
I wish I could give you some magic solution, but there really isn’t one. If there truly were a shortcut to landing high-paying commercial copywriting work faster than normal, everyone would have figured it out by now, and, on the heels of that, no one would be making any money anymore…
I’m afraid the commercial writing business doesn’t really lend itself to fast ramp-up times to profitability, unless you already have a pretty sizable pool of existing contacts that you can tap.
What you describe (calling 23 agencies and getting people asking for you to send info, but nothing right now) is VERY typical of how prospecting in our business goes. In most cases, one has to make many hundreds of contacts, and then nurture those contacts over time in order for things to ultimately pan out.
As I note in TWFW, any business that can pay the wages commercial freelancing can, is going to take a healthy amount of ramp-up time. You just can’t expect it to happen fast. The only fast jobs in writing are the ones that offer lousy pay.
AND, the more calls you make, the better your chance of finding that client who does need something NOW, but you can’t count on that.
While I felt for him (sorta), my evil, snarky twin wanted to say, “Where did you get the idea that this was an easy business? And hello? One client who makes up a BIG chunk of your work? That’s a crisis waiting to happen. AND (echoing a line from my note above), if it were really that easy to earn $50, $60, $80, $100 an hour, how long would that window last, before the low-ballers entered the ring, and crappy rates became the norm?”
As I’m fond of reminding people, the commercial freelancing field pays well precisely because it’s not easy. It’s a bona fide opportunity precisely because you’ve got to bust your butt, and often for a long period of time before you make decent money, and that there are precious few shortcuts.
It’s precisely because it can take a long time to get profitable, that when it does, it’s likely to be a more enduring profitability. And chances are excellent that’s the case because you got into the right habits early—habits that ultimately led you to healthy profitability. Amazing how that works.
In 1994, it took me four months to hit financial self-sufficiency as a commercial freelancer, which is fast. Though, in all fairness, I’d scaled down my expenses, and hit it very hard. Count on longer these days. Put another way…
Anyone who promises you fast riches as a writer is jerking your chain. Period.
With any luck, this piece and the soon-to-appear comments below will provide a good reality check to those starting out or early on in the business-building process.
How long did it take you to get to comfortable profitability?
What advantages/disadvantages did you feel you had compared to others starting out?
If you made it happen fast, what do you think the key was?
If it took you longer to become profitable, why do you think that was?
Any advice to give to someone starting out?
Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.