Growth in Temps: Bad Sign for Employees, Good Sign for Freelancers

Saw an interesting bit in the Associated Press this morning entitled: “Use of temps may no longer signal permanent hiring” (link).

Here’s an excerpt:

When employers hire temporary staff after a recession, it’s long been seen as a sign they’ll soon hire permanent workers. Not these days. Companies have hired more temps for four straight months. Yet they remain reluctant to make permanent hires because of doubts about the recovery’s durability.

Even companies that are boosting production seem inclined to get by with their existing workers, plus temporary staff if necessary.

“I think temporary hiring is less useful a signal than it used to be,” says John Silvia, chief economist at Wells Fargo. “Companies aren’t testing the waters by turning to temporary firms. They just want part-time workers.”

All of which bodes well for commercial freelancers like us. Now, don’t get me wrong. Certainly don’t want to get gleeful about an ominous economic sign – one that appears to argue against a speedier bounce-back to the economy than perhaps originally anticipated.

That said, I have little control over the speed of the economic recovery, but if there’s one thing I’ve learned through the business ups and down over the past few decades, it’s this: what’s a bad sign for those seeking full-time employment is often a good sign for temporary/contract workers like us.

Fact is, the economy taketh away and the economy giveth. As the above article highlights, if you’re a temporary worker these days, opportunities are rich. And bottom line, that’s exactly what we freelance copywriters are: temporary workers.

And temporary workers like us offer some sound bottom-line pluses to those who hire us:

1) Buy only what they need and only when they need it
2) No salaries, benefits and vacations to provide
3) Fresh “outsider” perspectives
4) Access to a wide range of talent

The rise in temporary worker hiring underscores the growing workload these companies have, but as the article points out, in an uncertain economy, workers like us represent a darn good solution. And companies know it. The clincher: this is nothing new.

Over the past few decades, when the economy hit rough patches, and downsizing was the order of the day, I and others noticed the increased use of copywriting folks like us by companies who’d shed full-time staff (or pricey creative agencies), but still needed to get work out the door. And sure, once things turned around, as the above article points out, many companies added back full-time staff where it just made sense to do so.

However, many small-to-medium-sized companies (say, 50-200 employees and $5-$50 million in revenue; i.e., the business “sweet spot” for commercial writers), having seen, firsthand, the real bottom line advantages of the freelancer model over the full-time employee model – never went back. And it’s happening again as companies realize a lot of the services they need can be delivered by contract workers. And simply put, it’s changing the face of the workplace forever. Note the line in the excerpt above:

Even companies that are boosting production seem inclined to get by with their existing workers, plus temporary staff if necessary.

And heck, companies aren’t the only ones falling in love the idea of independent workers. Freelancers themselves have been discovering the joys of working for themselves for years now. And these days, you can’t spit without hitting yet another article about the rising trend in self-employment.

Sure, for many, it wasn’t their first choice, and in many cases, they had no choice. But, I know plenty of folks who started out as reluctant freelancers out of necessity some years back, got bitten hard by the bug, and like the companies that hire them, they too will never go back. Not just because of the dramatically enhanced quality of life, but because they finally “get” what us long-termers realized a log time ago: there’s far more job security in self-employment than there’ll ever be in a J-O-B.

Have you seen this scenario play out in your business experiences?

Have you had clients contact you to fill the work gap left by departing full-timers (or the dropping of an expensive agency)?

Did you start out as a reluctant freelancer only to be converted forever?

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What Would You Do About a Client Like This One?

Got a note from a fellow commercial writer recently. She wrote:

I have a client who’ll give me two or three days to write something (when I really need a week), insisting such a tight deadline is necessary, and then take a week to review it, revealing the deadline wasn’t real after all. I know they’re not getting my best work because there’s no “dwell” time. I’ve pulled all-nighters to get projects done, and then hear nothing for days or even a week. When they do come back with comments, I might get a day or two to generate a second draft.

The last time this happened, I did ask for a rush fee and got it. But the extra money isn’t worth the extra stress. After all, reducing stress is one of the biggest reasons I became a commercial freelancer.

Yes, I’ve brought this up to them, but it’s come to nothing. They try to do better for a week or two and then the old habits return. Moreover, these conversations just seem to make our otherwise genial relationship tense. And other than this, they’re great clients: they’re fair on other matters, pay promptly and I’ve worked with them for seven years. A commercial copywriting client like this is a godsend in this crummy economy. Is this just the way it is? Or can you suggest some tricks I might be able to use to manipulate them into better behavior?

My reply:

Alas, no tricks, but you may have more leverage than you think. If you’ve worked with them for seven years, obviously you deliver a lot of value and they know it. That being the case, you should be able to make your sentiments known without them freaking out. Clearly, while they may appreciate what you do for them, they’re not showing you much respect. Though, I suspect there’s nothing malicious in their actions, but rather garden-variety cluelessness.

To repeatedly insist a job is a rush job and then repeatedly take a week to review it shows they believe, perhaps even unconsciously, that their time is more valuable than yours. If it were me, I’d draw a line in the sand. But obviously, you have to weigh the value of this otherwise good client vs. the stress this situation causes.

If you decide to have this talk, make sure you ARE prepared to walk. The old sales adage, “He (or she) who cares least, wins” was never truer than here. If you’re truly fine with losing their copywriting business (and it’s totally okay if you’re not), you’ll come across with conviction and confidence. Which, I suspect, might just impress the heck out of them and have them suddenly see you in a brand-new light.

Many commercial freelancers have “come-to-Jesus” chats with problem clients that turn out just fine. The client develops new respect for the writer, AND often, the writer has an epiphany along the way, suddenly “getting” their own value. After all, if their client changes an offensive behavior as a result of a talk, they realize it’s indeed a two-way street, and that the client didn’t want to lose them.

I’d thank them for their ongoing confidence in you, but I would NOT go overboard in thanking them for all the copywriting projects they’ve given you over the years. Remember, this is an uncoerced market transaction: if they weren’t getting as much, if not more value out of the relationship than you are, they wouldn’t keep hiring you. They’re not hiring you out of charity, so don’t go to them hat in hand.

Explain that, as a copywriting professional, your goal is to always deliver superior work, and these conditions make it impossible to give them your best effort. But, that you could even live with THAT if the constant tight deadlines were legitimate deadlines, but they’re obviously not.

I’d wager they don’t kick you to the curb after all these years. How long would it take them to train a new copywriter? And do they want to go through that, when they could simply start making deadline requests based in reality, not whim?

Bottom line, nothing IS going to change on their side unless you somehow interrupt their pattern of doing things as they always have by getting their attention in some way.

What would you suggest she do in this situation?

Do you agree with my take or would you do things differently?

Have you had such a conversation with a client and how did it turn out?

Where do you draw your line in the sand with a “problem client”?

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Got a Place to Flee to from Home Office Distractions?

So there’s this cool space not too far from me here in Atlanta called Strongbox West. Geared to freelancers of all stripes, it’s a place to escape to when you want to flee the claustrophobically-closing-in four walls of the home office and get some work done while in the company (or at least the proximity) of fellow humans. And when you’re not ready (and may never be) to commit to a full-time dedicated office space.

Plenty of comfy chairs, desk space, conference tables/rooms, Wi-Fi connection, kitchen – all in this industrial warehouse-y setting. What really sets it apart and makes it a “hmmmm…interesting” is that pricing is three-tiered: for the occasional visitor, the frequent user and the near full-timer. So, no huge commitments necessary. Oh, and your experience comes complete with the resident Strongbox dog, Paloma, a sweet-girl Golden, who’s just the perfect level of friendly un-neediness: comes to say hello but wanders off soon enough.

Now, I’ve never felt the need to move my operation into a separate office. I’ve always been disciplined enough as a commercial freelancer, and fact is, I like my home office – plenty of sunlight, lake view behind the house, everything handy, etc. Course it’s the “everything handy” part that’s the double-edged sword. I’m finding of late that I’m getting a bit more distracted than usual by the fact that, in fact, everything is so darn handy.

Heck, I’ll go do a load of wash. Go check if the mail’s come yet. See if there’s anything new in the refrigerator (since the last time I looked). And the worst one: maybe I’ll just lie down for a 10-minute recharge… Yikes. And geez, as a single guy, I don’t even anywhere near as many distractions as “marrieds-with-kids” would. Pretty pathetic. I know, we’re freelancers, so why can’t we do any/all of the above as long as we’re getting our work done? Still, it’s always easier to glide at home, and also always easier to buckle down when we’re at The Office.

So, Strongbox might be an answer – at least on those days when I’m feeling like a fidgety, over-caffeinated eight-year old. I don’t know about you, but when I need to really focus, seriously hunker down, and get ‘er done (usually in the concepting and copywriting phases of a commercial writing project), I get out of the office and go somewhere – and believe it or not, usually sans MacBook.

In the past, I’ve usually headed to our local library or a Starbucks with project folder of notes, legal pad and clipboard, and aided and abetted by my iPod, shut out the world. In three or four hours, I impress the heck out of myself with how much writing I can get done. It’s a thing of beauty.

Do you find it challenging at times to work at home?

Have you ever considered getting outside office space?

If you have an outside office, what’s the setup, why’d you take the plunge, and after how many years?

What strategies do you use to stay focused and productive in the face of distractions?

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Don We Now Our…Mental Armor for 2010

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?

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Good Clients (Like this One) Understand a Good Writer’s Value (and Will Pay…)

I couldn’t have scripted it better myself. A little background….

Got a call from a prospect in early November. About 18 months earlier (May 2008), the local daily, The Atlanta-Journal Constitution, did a “Why I Love My Job” feature on yours truly in the Sunday paper. Following a few live seminars I’d done in March 2008 on commercial writing and self-publishing, I’d been approached by one of the attendees who turned out to be the writer of the popular weekly piece.

“You seem like someone who really enjoys what you do,” he said. “Would you be interested in being featured in WILMJ?” “Is this a trick question?” I asked. Uh, yeah. Course I would.

We got it done, the piece came out, and my new prospect, a successful local entrepreneur, saw it, tore it out and said to himself, “I may just need this guy some day.” Well that day came last month. In a nutshell, he was angling for a strategic partnership with another company and wanted a professional writer to work on the proposal. Long story short, I ended up putting in roughly 30 hours – including two back-to-back 10-hour days – over a five-day period at a most healthy hourly rate.

As we were wrapping up the thing on the second marathon day, he stopped, looked up and said (you’re going to love this…):

“It’s a amazing what a difference a professional writer makes. I think of all the times over the last 10 years (as long as he’s had his business) that I really could have used one, but tried to do it myself. It’s great to know I have a resource like this now.”

Seeing the impact a professional writer could make and seeing a proposal turn into an eloquent statement was nothing short of an epiphany for him. THIS is what we need to be communicating to people. No, not everyone will get it, so don’t waste your time beating your head against the wall trying to convince those who don’t. Just find the ones who do.

There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap.

True, it took my new client a long time to come to that realization, but I say it’s because he simply didn’t know how to go about finding one or that copywriters like us even existed. Meaning, that in 10 years, chances are excellent not one single commercial freelancer ever made contact with him.

The first time he was exposed to someone of that description, the idea resonated enough with him to have him cut out an article and set it aside. Remember, he didn’t hunt for just the right copywriter; he flagged the first and only one who’d crossed his path. But had he known HOW much a difference a good writer could make, I’d wager he wouldn’t have waited 18 months. And there are TONS of people like him out there.

Update #1: The proposal is moving along nicely, and he shared that his main contact person at the target company, someone, who according to him, is not the complimenting type, told him, “This is very well-written proposal.” Yes, I was part of a larger team, but we writers still love to hear stuff like that.

Update #2: He called me last week to jump on a crisis situation that had just cropped up in a completely different area, and in less than a week, I’d logged roughly 20 more hours. And there are three more projects on tap. With each project, I more firmly establish myself as a valued member of his team – not just a vendor.

None of this is said to toot my horn, but simply to share what’s out there and possible – even in a down economy. I’m telling you, I’m not doing anything more monumental than writing good persuasive copy for letters and proposals. That said, do I think that any $10-an-article, content-mill writer could do what I do for him? Absolutely not. But any good, strategic-minded commercial freelancer well schooled in marketing? I’d bet on it.

Have you had any similar situations?

What sorts of things have you had delighted clients say to you?

Based on these experiences, how would you describe what a good freelance copywriter brings to the right kind of client? What skills are most crucial?

How hard/easy do you feel it is to deliver those things?

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