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Sunday, August 24, 2014

Don't Shortchange Yourself: Another Smart Marketing Tip

Who's attending ASJA's ConCon in Chicago November 13 and 14 this year? If you do content marketing, or you're a freelancer who wants to break into this field, consider this Chicago event. I went last year (and was on the ASJA committee behind it) and will be there this year as well, speaking on a panel about setting and negotiating rates as a freelancer.

But as of last summer, I didn't even know what "content marketing" really meant--and yet I agreed to help run a conference about it! What the hell, I thought--I'll go and figure it out once I'm there. But a few weeks later, when I was talking to another freelancer who does it, I realized I did know what it was. I'd actually done quite a bit of it already. 

"Content marketing" what used to be called "branded content" or "custom content." If you've been freelancing for a while, you've probably heard of custom magazines (think, Home and Away put out by AAA or WellBella, published by GNC) and may have even written for them. Expand your definition of "content" beyond articles to anything a company creates for consumers with a specific marketing purpose--web copy, white papers, videos, audios--and you've got "content marketing." 

My point? As a freelancer, I've been doing content marketing for years, writing articles for a variety of custom publishers. Not recognizing that that's what it was called hamstrung me from promoting that work to potential clients. Now I'm positioning myself as a content marketing writer, and getting work from companies to do more of it as a result. 

Take a look at your experience and consider how you're marketing yourself to clients. If you have experience that's valuable to potential clients, make sure they know about it! Don't shortchange yourself because you haven't labeled your skills in the most appealing way. 

**My latest book,Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition, shows writers how to break into the ghostwriting/content marketing field. Want more advice about making more money as a freelancer in less time? Check out Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Editiona freelancing classic that helps both new and experienced writers boost their bottom line. And if you're brand-new to freelancing, I recommend Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets


Sunday, August 17, 2014

Everything Old is New Again: How to Make a Reprint Fresh

I've written before that two of my favorite kinds of money to make are royalty checks and reprints. Why? Because they require no (or next to) work on my part. In the past, I've made as much as $6800 in a year from reselling articles that have already been published. The market for reprints isn't as lucrative as it once was, but I still make several thousand dollars a year offering reprints to smaller, regional, and specialty markets, many of which have purchased stories from me for years. 

One of the reasons I continue to offer reprints is that it's so easy, once I find an appropriate market for them. I've had the greatest success with "evergreen" stories, but even evergreens can do with a trim--or in this case, what I call a tweak. So I'm always willing to update a piece, or rewrite a lead, or "tweak" a story to better fit an editor's needs. 

For example, one of my regular reprint markets recently asked me about reprinting a story I wrote a decade ago. She wanted it framed in a slightly different way. I was fine with reworking it the way she asked, and updated my sources' titles in the meantime--two have new positions (not surprisingly as it's been 10 years), and one has added a PhD to her name, which I included. Total time to do this: 30 minutes. What I'm charging for the reprint: $100. Do the math and you'll see that translates into a $200/hour rate. 

No, you won't get rich selling reprints--most of my markets pay just between $40 and $150 for reprint rights to a story. But the fact that they take little effort to sell--especially if you're willing to take a little time to tweak them--makes them well worth the effort for me. That may be the case for you, too. 

**Coming next post--my latest royalty statement and breakdown. Aspiring book authors will want to read this! 

**Want more advice about making more money as a freelancer in less time? Check out Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Editiona freelancing classic that helps both new and experienced writers boost their bottom line, and my latest book,Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition, which shows how to break into the ghostwriting/content marketing field. If you're brand-new to freelancing, I recommend Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets



Sunday, August 10, 2014

Do You Need to Challenge Yourself Marketing-Wise?

I've posted before about the importance of marketing constantly; it's how you fill your freelance pipeline with work. Yet when I'm busy, marketing often falls to the bottom of my to-do list. I'm preoccupied with the work on my desk, and when I finally look up, I realize I'm short on work and have to scramble. I hate that feeling, and I hate the loss of productivity, and the loss of income, that results when I haven't marketed enough to keep me busy. 

That's one reason I signed up for the eight-week marketing challenge sponsored by Freelance Success, a website I belong too. (Freelance Success is a website for serious freelancers; it produces a weekly newsletter with market guide information and includes active forums for freelancers. It's a great place to find market info, network with other freelancers, and share advice about our business.) 

Writers who want to participate are divided into teams (there are five teams this time). Each team's writers keep in touch throughout the week, sharing pitching advice and ideas, and then at the end of the week, each writer reports their weekly points to the team captain. During the challenge, members get: 
  • 1 point for each query
  • 1 point for each LOI, or letter of introduction 
  • 1 point for each follow-up
  • 1 point for each social media post
  • 3 points for each assignment
While each team wants to win (our team is in second place this week), the marketing challenge is about more than gathering points. It's about consistent marketing, and having other people to cheer you on--which should hopefully result in more assignments. 

But you needn't belong to a member of Freelance Success to participate in a marketing challenge! Consider creating your own with some freelance friends. Agree in advance what points will be awarded for different types of marketing, and how long the marketing challenge will last, and then get pitching! 

Readers, what do you think? Have you ever participated in a marketing challenge? And would you be interested in doing on through this blog? Comment here to let me know and if there's enough interest, I'll consider managing and overseeing one!  

**Want more advice about marketing? Check out Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Editiona freelancing classic that helps both new and experienced writers boost their bottom line, and my latest book,Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition, which shows how to break into the ghostwriting/content marketing field. If you're brand-new to freelancing, I recommend Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets




Monday, August 4, 2014

How to Write a More Effective LOI (Or, Why to Forget the Kitchen Sink)

Hi, readers--I'm back! I enjoyed my monthlong blogging hiatus but I'm back and you can count on a new post every Monday like usual. I've posted before about the importance of a strong LOI (letter of introduction); it's very likely the most effective weapon in your freelance arsenal. 

However, some writers tend to "kitchen-sink" the LOI and overwhelm the potential editor or client by listing all of their accomplishments, credits, experience, background, you name it. I suggest a narrower approach, focusing on one specific area that is most likely to appeal to the client instead. Here's an example: this is a actual LOI I sent out earlier this year that led to work. (My comments are in blue in brackets.) 

Dear Dan:

First off, it was a real pleasure meeting you at ASJA this year. I’m writing to remind you of my strengths (or at least some of them), which I hope you’ll keep in mind for assignments. [Typical opener if I've met the person already; always use your "in" early in your LOI.]

As I mentioned when we met, I’m a long-time freelancer who’s written for custom publishers including The Magazine Group and McMurry as well as 50+ national magazines including Self, Health, Family Circle, Woman’s Day, Continental, Fitness, and ShapeI’m also an ACE-certified personal trainer and Les Mills Body Pump instructor, so I “walk the walk” so to speak when it comes to writing about fitness and health. [Although I'm a former lawyer, I didn't mention this here--it's not relevant to him. nor do I mention my ghostwriting/coauthoring work, or the fact that I'm a motivational speaker, or that I own a small press. I don't want to detract from my identity that is most valuable to him--that of an experienced fitness/health writer.]

I’m an experienced researcher and easily translate complicated health and fitness topics into “plain English” for a variety of audiences. I’m also happy to come up with story ideas; working with clients as a personal trainer gives me access to an almost unlimited list of ideas and new angles to take even with evergreen subjects. [No, you typically don't suggest an idea with an LOI, but your willingness to do so will make your editor happy.]

What else should you know? I’m reliable, professional, and easy to work with, and strive to give my clients exactly what they want, on or before deadline. I’m happy to send clips, pitch story ideas, or tell you more about what I can offer. [Again, I'm keeping this short and sweet.]

Thank you so much for your time, and I hope to hear from you soon. 

Sincerely,

Kelly James-Enger

**Want to see more LOIs that worked? I include real-life samples in both Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Editiona freelancing classic that helps both new and experienced writers boost their bottom line, and my latest book,Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition, which shows how to break into the ghostwriting/content marketing field.