So, I’m hanging out with family for a few days in that dead zone at the end of the year, feeling like I need to be a little introspective….meaningful… significant… Y’know, that “let’s-reflect-on-2009” backwards glance (I know, many of you would just as soon not) “and-look-forward-to-2010” optimism (better).
Actually, all I really want to do is veg out, sleep late, eat too many holiday treats, and be monumentally unproductive. And so far, for the most part, mission accomplished.
If that’s you, too, let’s rouse ourselves up for a few moments of lucidity, brush the cookie crumbs off our ratty sweats, switch off the TV (fret not; it’ll still be there when we’re done, ready to once again serve up all manner of inanity), pensively grasp our chins in hand, and ponder what’s been and what’s coming for us commercial freelancers. A few stream-of-consciousness musings…
The world has changed for most Americans this year. But if unemployment stands at 10 percent, that means…
Employment stands at 90 percent.
The overwhelming majority of companies still open their doors and answer their phones every Monday. They still have to market (even more so now), still have to sell, and still have to communicate with employees. And that means a lot of writing. Yes, some have pulled those tasks in-house, reducing many a freelancer’s rates and pipeline volumes, but at the same time, consider that…
Many companies have dropped pricey agencies or design firms, or jettisoned creative/communications staffs, but still need to get the work done.
Think they’d be receptive to a smart, creative, strategic commercial writer/designer team? I’d bet on it. Now’s the time to forge those alliances so you’re prepared to offer prospects end-to-end solutions, not writing services. In that vein…
Stop thinking of yourselves as freelance writers (that’s about us: features). We’re problem-solvers (that’s about them: benefits), and speaking to clients in those terms will resonate.
Many smaller companies have folded and many more will disappear before the pendulum swings back. But, chances are, the ones hanging tough are smart and savvy – just the kind to understand the value of good copywriting. Because, after all…
Writing is the engine of commerce, and don’t you ever forget it.
No product or service gets explained, promoted, marketed, publicized or purchased, and no one gets informed, educated, pitched or sold…without writing. And none of the preceding gets done well without good writing. Writing is the alpha and the omega of all business and is present at every stage of every business strategy, process, campaign and transaction. Nothing happens without words. So, what’s your writing gift?
Figure out what writing value you offer.
You won’t get hired by any company unless you deliver something of real value they can’t do themselves. If you’re able to deliver great copy AND dispense sage marketing advice to companies going through a rough patch, you’ll be in demand (of course, many who’ve shared with me of late how well things are going already know that).
Maybe you’re able to transform complex subjects into accessible copy. Perhaps you’re an expert on X subject or Y project type. Whatever it is…
Make sure your web site clearly showcases what you do, is easy to get around and assumes that prospects have no time whatsoever to hunt (the truth).
If even just writing well is your strong suit, remember:
Bad writing is everywhere. It’s epidemic.
There are plenty of firms that would hugely benefit from nothing more than clear, coherent marketing materials and web content. Regardless of your gift, how to find them? Well, if your usual watering holes have dried up, consider that…
It’s a numbers game, and the Law of Averages is ironclad.
Landing business may have become an uncertain proposition, but one absolute constant is the Law of Averages. Knock on enough doors and you’ll find the work. Guaranteed. So, dust off your phone prospecting skills. I know, yuck. But it works. Every time. And that’s powerful stuff.
These days, me-too pessimism is the easy path, so let’s be contrarian and upbeat, shall we? No glibness intended. No question, the tough times are real. AND, last I checked, we’re still the gatekeeper of our thoughts. Even if you don’t feel like it, play along anyway, and after you’re done, there are a few holiday cookies, the remote and a nap waiting for you.
Why are you bullish about 2010?
What are you going to do more of in 2010? Less of?
What negative habit are you going to jettison in 2010?
What trends do you think bode well for commercial freelancers?