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?
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Had a chat recently with a commercial freelancer with whom I had a long-term mentoring relationship last year. Our goal was to give his business-building efforts some serious structure and discipline (i.e., regular cold calling and ongoing follow-up), as he ramped up a former part-time commercial copywriting practice to full-time and operational.
As of late fall of 2010, he was landing some solid copywriting gigs. He shared with me his process when working with new commercial writing clients, and I was so impressed, I asked if he’d write it up for me, which he did below. Really good stuff:
Peter, I recently landed a new client, and as part of my value proposition, I do a thorough business analysis – all part of the package they invest in. I spend approximately three hours reviewing my client’s web site and marketing materials, as well as the web sites of their major competitors – all with an eye toward understanding their respective businesses and how they’re positioning themselves in the marketplace.
Once I finish my research, I’ve learned a good deal about their business – and, what I want to know more about. In fact, I’ll typically end up with a list of 20 to 25 follow-up questions. Next, I set up a face-to-face meeting (which could be done by phone in the case of remote clients) with the client, during which time we discuss my findings and I ask my questions to fill in any blanks.
I tape the conversation and have the tape transcribed – providing the client with a copy of the transcript as well as giving me a verbatim record of our discussion for future reference.
The end result of all this is a deep understanding of my client’s business and industry, from which I can make knowledgeable recommendations for effective marketing initiatives (and the accompanying written materials) moving forward.
More importantly, it serves as a true market differentiator for me. Few commercial writers delve into a client’s world as deeply as I’m doing (though none of what I do is particularly difficult), and that sets me apart. My clients are typically delighted at my approach, which, in many cases, actually leaves me more knowledgeable about their industry than even they may be.
As a result, I quickly go from being a copywriter to something far more than that: someone who’s made it his business to intimately learn their business, and who can then apply strong writing skills more effectively and strategically. This in turn fosters a longer-term mentality on both our parts, which is, of course, my goal: clients with whom I can work closely for many years to come.
While most commercial freelancers I know – myself included – will study a client’s site and materials, in my experience, few of us – again, myself included – are taking that research to as deep a level as this writer is. In a tough economy, shouldn’t we be grabbing every potential edge we can? Especially, as he points out, when it’s a relatively easy way to set ourselves apart from the pack?
One of the things I like most about the approach, as he notes, is the groundwork you’re laying to build a long-term, loyal partnership. When you start out interacting with a client on such a deep level, you powerfully transform the traditional client-vendor relationship into something much more solid and interconnected.
Put another way, when you can tell a new client things they didn’t realize about their business and industry, based on your research (vs. just following their instructions as to what they want written), you’ll earn a whole new level of respect, and will be viewed radically differently from the writer who didn’t do all that.
Don’t beat yourself up if you don’t do as he does. Most of us don’t, and most of us have built good businesses. Just think of it as a tantalizing “what-if” scenario.
No, this approach isn’t always appropriate with every client (if you’re contracted, say, by a Fortune 500 client to just develop a brochure, they may not agree to pay for a full analytics package as well…). But, for many smaller- to mid-sized entities (50-200+ employees – arguably, THE “sweet spot” for freelance commercial writers – it would absolutely fly.
If you don’t conduct such analyses with new clients, what is your process?
Might something like this give you an edge over your competition?
If you are doing something on this level, can you share your process?
How have clients reacted to your process?
Have you always followed this process, or did it evolve over the years?