Writer's Anxiety: The Curse of the Freelancing Mindset

I had lunch with the awesome Cindy Kuzma, an extremely talented and successful freelancer, yesterday and we were talking about the anxiety-producing nature of freelancing. When you're busy with (well-paying) work, it's all good. You may be anxious about meeting your deadlines, but you're not anxious about whether you're making enough money. 

Then you hit a slowdown. And that anxiety starts ticking back up. That inner voice kicks in, muttering in my ear: 

What were you thinking? Why didn't you market more last month? What if that book deal doesn't come through? Why haven't you signed another book deal yet? Why haven't you heard back from that client? How are you going to pay off your broken-arm bills? Why is your health insurance so shitty? What happens if your insurance rates climb even higher? How are you going to save for retirement? Are you even going to be able to retire? Geez, why did you get divorced? At least you had health insurance and money for retirement.  Now it's all up to you. And your'e single...are you ever going to meet someone awesome again? Why are there so many weirdos online? Why didn't that guy from the Y ever ask you out? He probably thinks you're nuts. What are you going to do about your career? Maybe you shouldn't be self-employed anymore. What if you get sick? What if you break your arm again? Maybe you should get a full-time job. Yeah, then you'd have health insurance. But then you'd have to put on clothes and sit at a desk all day and what about the kids? Isn't freedom the biggest reason you decided to freelance anyway? Maybe your time as a freelancer is at an end. Accept it. There are worse things. Maybe you should go back to practicing law. But you hated being a lawyer...boy, you're screwed. Maybe you should go back to Trader Joe's. Remember, there's that 10 percent discount...and they'd let you wear overalls...

That inner voice is hard to quiet. (And by the way, I don't know about yours, but only rarely does my inner voice sing my proverbial praises. Sure, once in a while, my inner voice tells me I'm awesome. Usually it's more along the lines of "by the way, you suck.")

And while I've had work slowdowns before (it's part of freelancing), I'm finding that being slow feels very different now that I'm a single parent. When I was married, slowdowns still sucked. I worried about my the state (and future of) my career, and peripherally, about what I was making or not making. Now, with a 12-year-old and a 7-year-old and a mortgage and a cat and a puppy and a carnie goldfish that has survived for seven days against all odds and ridiculously high insurance premiums (and I'm healthy!), that money worry is no longer peripheral. It's right smack in my face. That drumbeat of "need money, need money, must make money" is a real thing. 

It doesn't help that I am by nature anxious. What I thought for decades was "energy" was actually anxiety. I was an anxious little kid, an anxious teen, an anxious adult. So what did I do? I chose a career (self-employed writer) that is, by its very nature, anxiety-producing. Whether I am anxious about tackling an assignment for a new-to-me client or anxious about meeting a deadline or anxious about making enough money to pay my mortgage, feed my kids, and yeah, save for retirement, or anxious about everything else, it's pretty much a given that there will be some chronic, low-grade distress going on. 

And you know what? That's okay. Because I still choose to freelance. I'd still rather have the freedom and the flexibility and the ability to be my own boss and yeah, the anxiety, than go "in-house" and work for someone else...at least right now. I am considering part-time work, and am staying open to all possibilities. But the biggest thing I'm doing is controlling what I can, and that means marketing. 

So I harnessed that anxiety and spent yesterday afternoon sending out some LOIs and follow-ups. I have a whole slew of contacts to circle back with next week as well. And I finished two assignments this morning, and locked down an editing job for the next few weeks that relieves my money anxiety at least temporarily. I've been doing this long enough to accept anxiety is part of the business. Figuring out how to make it work for you is what makes you successful at it. 

**New to the blog? Welcome! If you're serious about making your freelance writing business a money-maker, I suggest my freelance classic, Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition. 

If you're more interested in getting into ghostwriting and content marketing, I suggest Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition. 

If you're brand-new to freelancing, Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets walks you through the process of launching your freelance career. 

Finally, if you like your books full of shorter pieces, check out a different format--Writer for Hire: 101 Secrets to Freelance Success is divided into five broad sections to help you make more money regardless of what kind of nonfiction writing you do. 

Secrets of Six-Figure Freelancers: 5 Essential Attributes

Today we're going to talk about one of my favorite subjects: money. My first year of fulltime freelancing more than 19 years ago!),  I made just over $17,000 and netted less than $12,000. My goal—my dream, really—was to be able to make $30,000 to $40,000 a year writing from home. By my sixth year of freelancing, though, I’d far surpassed my expectations and cracked the six-figure mark. Today I work part-time hours (my kids are now 10 and 6, and the latter is only in half-day kindergarten) and make between $30,000 and $60,000/year doing so. It’s challenging, but doable. 

So how do it I do it? I’m not a “best-selling” author, nor am I commanding enormous book advances. But I have mastered some necessary skills that other freelancers overlook. I can tell you freelancers who make big bucks (and I know lots of them!) have many things in common. As a whole, they’re confident, efficient, focused, friendly, and adaptable.

Sure, they’re good writers—in fact, most of them are great writers. But they’re even better at running their writing businesses, working more efficiently, and developing relationships with clients, sources, and fellow writers. You can be, too—whether you’re aiming to make six figures or simply get paid more for your writing, when you embrace these five strategies: 

Think Positive   

Let’s start with your mindset. A tagline for a poplar antiperspirant used to be “never let them see you sweat.” Successful writers take this motto to heart. Sure, they doubt their abilities sometimes. All writers do. But they don’t share those feelings with their clients—or let self-doubt prevent them from working.

A positive attitude can give you a leg up on other writers. Focus on what you can do—sending out queries, calling new potential clients, scouting for regular gigs—rather than on what you can’t control. No, confidence in your abilities won’t force an editor to give you an assignment or turn a $4,000 advance into a $40,000 one. But you can choose to be positive as you pursue your career. Setbacks are normal. It’s how writers cope with them that makes a difference.

Use Time-Saving Strategies

In addition to working on assignments, you must devote time for marketing, billing, and record-keeping tasks that can easily eat up hours better spent producing income. That’s why developing and maintaining a selection of writing templates, or forms, on your hard drive can be invaluable. 

For example, I have templates for different types of LOIs (letters of introduction); proposals/bids; invoices; contracts; follow-up letters; and even thank-you notes. This saves me time because I'm not recreating the wheel each time. I’m also a big believer in reusing research and writing about the same subjects more than once. The more ways you can approach a topic and write about it for different clients, the easier it is to make more money with less effort.

         Look for Repeat Business

Remember, it’s easier to get work from clients you already have than to get new clients. While the majority of my income these days comes from books, not articles, nearly all of my magazine work comes from editors who I’ve known for years. That means my marketing time is slashed. 

Example: a couple of of years ago, I pitched an editor with four ideas in one short, four-paragraph query. She bought them all. She knows me and knows my work, and that means it’s easy (and fast) to sell to her. Less time marketing=more time writing=more money. That’s the benefit of working as much as possible for clients you have—and maintaining positive relationships with them as well.

Climb Outside your Pigeonhole

I write primarily service-oriented books and articles about health, fitness, diet, wellness, and psychology. But that doesn't mean I have to. When a former client asked me if could write a television treatment for a new show she was developing, did I say, "What the hell is a treatment?" Nope. (Although I did wonder." I read a couple of books on treatment-writing, gathered background information, and wrote a script and treatment she was thrilled with. Now I've added another skill to my CV. 

Don’t let clients pigeonhole you. If you write articles for print and online markets, you can produce content marketing as well. Your background in a particular subject can also lead to lucrative corporate gigs if you look for those kinds of opportunities. While I believe in specializing, I also believe in keeping fluid—and that’s where my last point comes in.

Adapt to the (Ever-Changing) Market

The publishing world of today is much different than that of the one I entered 19+ years ago. Hell, it's different than what it was two years ago. Magazines are folding. Publishers expect you to give up more rights for the same (or less!) money. Fewer magazines are using contributing editors. But, there are many more opportunities (think content marketing, social media writing and management, ghosting Tweets) for freelancers that didn't even exist a decade before. That means as a self-employed writer, you have to adapt, to improvise, to overcome. (Thank you, Clint Eastwood/Heartbreak Ridge, for the quote.)

Hey, I don't like change. I'd still rather use Word than Google docs, though everyone else seems to prefer the latter. I still suck at Twitter although I have loads of Facebook friends. I'm nostalgic for the days when three contributing editor gigs made up $70K worth of work for me--every year. But that was then, and to survive--and thrive--in this business, I have to be willing to adapt, and change, and yes, overcome. Embrace the same attitude and you'll set yourself up for success. 

**Do you agree with the attributes I listed in this post? Why or why not? Let me know with a comment. 

If you want are serious about making money as a writer, I suggest my freelance classic, Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition. If you're more interested in getting into ghostwriting and content marketing, I suggest Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs and More, Second Edition. If you're brand-new to freelancing, Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets walks you through the process of launching your freelance career. 

The Essential Element Every LOI Needs

I've posted before about the importance of an effective letter of introduction, or LOI. It's an essential weapon in your freelance arsenal, and can be just as effective, if not more so, than a query letter. 

However.

There is no one-size-fits-all LOI. And even if you have a template for an LOI, you should never send the same LOI to two different markets. You must customize your LOI the same way you would customize a query letter--and that means including the most essential element in your LOI.

That element is this: why you are contacting the potential market. 

I know, I know. You want money. You want work. You want clients. That's the reason you sent your LOI. Duh! 

But that's not enough for your target market. You must have a reason that works for him or her--and that reason will make the difference between an LOI that gets deleted or ignored, and one that prompts a response. 

Here's an example from one of my LOIs: "I'm contacting you because I know you produce nutrition-related content for a variety of clients, and I've written about diet and nutrition for a variety of consumer and custom publications." 

The "why" can make all the difference to your potential client...and to your future with this client. 

**Want to see more examples of LOIs that worked? Check out the ones included in Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition and Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs, and More, Second Edition. 

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 Shape. I’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 Edition, a 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. 

Have an LOI in your Freelance Arsenal

Blogathon, day 16. More than halfway there, and averaging 200+ hits/day!  

I've talked a little about queries during the blogathon, but let's not overlook the LOI, or letter of introduction. Here's an actual LOI that led to work, with my comments in brackets in blue, that I sent to a post on craigslist seeking a writer or ghostwriter for a proposal for a nutrition book:  

Dear Sir or Madam:       

I'm replying to your post on craigslist.org seeking a writer for a book proposal, and am writing to express my interest in the project. I write, ghost, and collaborate on book projects for traditional publishers, experts, and book packagers. [I start with the fact that I do the kind of work she needs a writer for.] 

A little about me: I’ve been a full-time freelancer for the last decade. I started out writing for magazines, and since then, more than 700 of my articles have appeared in 50 national magazines including Redbook, Self, Health, Family Circle, Woman’s Day, Continental, Fitness, and Shape. I segued into book writing about five years ago and am the coauthor of Small Changes, Big Results: A 12-Week Action Plan to a Better Life (with Ellie Krieger, R.D./Random House, 2005), a nutrition/fitness/wellness book; I'm also the author of five other books in print including Six-Figure Freelancing: The Writer's Guide to Making More Money. [Short statement of my relevant background.] 

In addition to writing my own books and collaborating with several co-authors, I've also ghosted several books. One was a book-length health care guide for the Joint Commission on Accreditation of Healthcare Associations; another was a book on sales coaching for a nationally-known sales expert. I've worked with hundreds of health, fitness, nutrition, and business experts over the years on projects including articles, marketing pieces, book proposals, and books. While I always consider the "voice" of my expert, I aim for a conversational, easy-to-understand style, which has made me popular with editors and clients. [More about my background.]

In addition to writing, I also own BodyWise Consulting, and speak and consult about subjects ranging from staying motivated to getting fit (I'm a certified personal trainer) to freelancing. I enjoy helping people make positive changes in their lives through my work as an author, journalist, and speaker. [This may not be relevant for some projects, but fitness and nutrition are related, so I included this.]

Finally, I'm dependable, efficient, and never miss deadlines—all important attributes for successful collaborating and ghosting. I've dropped a brief resume below, and will be happy to send your writing samples if you like. [I want to give the impression that I'm easy to work with, which I am.]

I'd appreciate it if you'd keep me in mind for this project, and would love to tell you more about my credentials if you're interested. Thank you so much for your time, and have a great week! [Typical closing language for me.] 

All best,

Kelly James-Enger

Your assignment: Write a template LOI if you don't have one already, highlighting your strongest qualifications. 

**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 Edition, a 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. 

The Power of the Template

I've been writing this blog for more than four years now, and its stats tell me what topics and which posts garner the most hits. Out of the top 10 posts of all time, four out of ten are templates, or samples. One is a critiqued pitch for a memoir; one is a letter of introduction, or LOI; another is a query; and the last is a query which I critiqued for a reader. 

Why are these posts so popular? Because they give readers a guide to follow. It's much easier (and faster) to follow someone else's model than to create your own query or letter of introduction from scratch. It's more effective, too. Successful freelancers have developed their own templates that they then customize, depending on the market or type of work they're pitching. 

I have several that I use: 

• One for ghostwriting projects; 
• One for speaking gigs;
• One for content marketing and custom publishing work; and 
• One for reprint markets. 

The more types of work you do, the more templates you should have on your own hard drive. Remember, though, that the template is only the starting point. It's how you customize it for the market you're pursuing that is likely to help you get the gig. 

**I know how important templates and examples are, which is why I include everything from queries to invoices to contracts to "pay-or-die" letters in my books for freelancers like Six-Figure Freelancing, Second Edition. 

And my latest book, Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs, and More, Second Edition (Kindle), includes templates of LOIs that content marketing writers and ghostwriters use, along with sample contracts, nondisclosure agreements, and bids. Don't have a Kindle? Download it here.
 

5 Reasons your LOI Flopped--and a Cyber-Monday Special Offer

Hey, it's Cyber Monday! And in honor of that, I'm bringing back the half-price offer on the print editions of Improvise Press' first two titles: Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets or Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition. For a limited time, you'll get half off both titles when you order directly through ImprovisePress.com and use the discount code CHICKENS. More Cyber-Monday bargains at the bottom of this post! 

Now, onto today's topic: the LOI, or letter of introduction, is one of my favorite marketing weapons. Yet too many writers have no success with theirs, and they don't understand why. Let's take a look at five common LOI mistakes--and how to make yours stand out from the crowd:

1. It's too general. Yes, I have a standard template that I used for LOIs, but that's only the starting point. Every LOI is targeted to that specific potential client. If I'm responding to a job post, I list the skills I have that match what the company is looking for. If I'm pitching a custom publication, I mention a recent article so the editor knows I actually looked at her magazine--you'd be amazed at how many writers don't even take that simple step.

2. You haven't proven yourself. Your LOI should demonstrate that you can deliver what the market or company needs. I make sure that each LOI highlights my specific experience that is likely most important to that client. For a ghostwriting client, that may be my ability to capture someone's voice; for a regular blogging gig, it might be my ability to produce a lot of content with tight deadlines. So for example, I recently went after project involving writing for law firms, so I highlighted my legal background. Sure, I specialize in health, fitness, nutrition, and wellness, but that's not relevant to this particular client so I omitted that. 

3. Your LOI is sloppy. Misspellings and grammatical mistakes are a big turnoff when you're trying to impress a potential client. Proofread your LOI out loud (you'll catch more mistakes) before you send it out to make the best first impression. 

4. You didn't use an "in." Instead of pitching a potential client "cold," look for a way to make a connection with that person. Can you connect with him or her through LinkedIn? Follow her for a few weeks on Twitter and mention a funny or helpful Tweet she posted? A "warm" pitch is more likely to be read, and responded to, than a completely cold one. 

5. You failed to follow up. You can't just send an LOI and then hope that something happens. Occasionally, I hear back from a potential client after the first contact, but it usually takes me following up at least once. So plan to follow up a week or two after sending an LOI, either by sending an email or by calling. If you choose the latter, make sure to keep your call brief and professional. (You say you're afraid to call? Tell me why in a comment below--and I'll give phoning tips in an upcoming post!) 


***The Cyber-Monday deals continue. My three most popular short ebooks for writers are priced at just $0.99 for a limited time: 

Dollars and Deadlines' 10 Most Popular, Proven Ways to Make Money as a Freelance Writer

Dollars and Deadlines' Guide to Selling Your First Article

Dollars and Deadlines' 10 Essential Freelance Templates 

And finally, don't forget about my latest book, Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs, and More, Second Edition (Kindle), which includes templates of LOIs that content marketing writers and ghostwriters use, along with sample contracts, nondisclosure agreements, and bids. Don't have a Kindle? Download it here.

Market Constantly: The Key to Freelance Success

Occasionally I return to popular, evergreen posts. Marketing is on my mind as I'm going to start a big marketing push in a week or so, as I close in on the deadline for my current ghostwriting project. 

            

Here's the thing. This project is a full-time endeavor right now, but I know if I don't reach out to new markets soon, sending LOIs, and touch base with former clients, I will be looking at a big gap in work early in 2014. I don't want that. I like to start the year off busy, with plenty of work "on my desk," or new assignments. Talking to freelancers a few weeks ago at ASJA Con Con, I was reminded that even the busiest market constantly. 

            

The way you market will depend on the type of work you do, which means that the strategies that work for a freelancer who writes for magazines won’t work for a copywriter whose biggest clients are corporations. You should create your own marketing plan, selecting different techniques that will vary depending on the type of work you do. In addition to those dreaded cold calls, here are ten effective techniques to use:

• Query letters. If you write for magazines, whether print or online, a powerful query is your first line of attack. Every query should open with a compelling lead, make the case for the story, show the editor how you plan to approach the topic, and describe why you’re uniquely qualified to write it. 
• LOIs. Second only to query letters in the freelancer’s arsenal is the LOI, or letter of introduction. You should have a template on hand that you can customize for potential clients, whether you’re contacting a custom publisher, a business, or a potential ghostwriting client. A template you can tweak lets you strike fast if you see a freelancing post or find out about a possible gig. The client will usually hire one of the first qualified responders, so you want to be as close to the head of the line as you can.
• Your website. You need one. Period. Your website should be designed to attract your primary target clients. If you’re writing for businesses, play up that aspect. If you freelance for magazines, include clips on your site and a list of publications you’ve worked for. At the least, your website should include: a description of the kind of work you do; a brief biography; and contact information. You may also want to list of prior projects or publications or client testimonials as well.
• Your email signature. One of the easiest yet overlooked ways to market yourself is to create an email signature that describes the work you do. Change it occasionally to highlight different aspects of your business.
• Satisfied clients. Clients who are happy with your work are one of the best ways to market yourself. Once you’ve proven yourself, ask your editor if she knows of other editors looking for freelancers. If you feel that’s too pushy, at least ask her to pass your name along to colleagues who might hire you in the future. 
• Article and book sources. I’ve interviewed hundreds of sources over the years, most of who are professionals in the health and fitness fields. I let them know that I ghostwrite and coauthor books, and have had work come through recommendations because of the way I treated a source. 
• Online job posts. Believe it or not, I’ve found good-paying work through online jobsites like craigslist. Check outhttp://craigslist.org, www.elance.com, www.online-writing-jobs.com, and www.guru.com for freelance job postings. Yes, most of the work is low-paying but there are legitimate gigs to be found if you don’t mind trawling through the dreck.
• Networking. Hate the word? Put a different spin on it. Don’t call it networking. Don’t call it anything. Just make an effort to create relationships with other humans, help them when you can, and connect. The person you connect with may not be a potential client, but he may know someone who is. The more people who know what you do, the better.
• One-on-one meetings. ASJA Con Con offered “Personal Pitch” sessions to meet potential content marketing clients this year. If you do a lot of work for businesses, it’s worth it to join your local chamber of commerce or attend other local networking events to introduce yourself to business owners.
• Social media. Unlike a website, a blog isn’t essential, but it can help you market yourself and your business. Same goes for your Twitter, Facebook, and LinkedIn accounts. Each should contain a brief blurb about the kind of work you do, again targeting potential clients. 

Bottom line is to avoid a common marketing mistake, and one I’ve made in the past. You get busy with work and you don’t market for a while. Then after you crawl out from under your deadlines, you discover that you have to scramble to line up assignments.

That’s why you should set aside time, even if it’s just a few hours a week, to market. That may mean sending out a query or two, touching base with your regular clients, connecting with someone on LinkedIn, or checking online sites for possible gigs. Consistent marketing will make for more consistent work, and consistent money. 

Want more advice? My latest book, Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs, and More, Second Edition (Kindle), includes templates of LOIs that content marketing writers and ghostwriters use, along with sample contracts, nondisclosure agreements, and bids. Don't have a Kindle? Download it here.

***The $0.99 ebook promotion returns! My three most popular short ebooks for writers will be priced at $0.99 for a limited time, including:

Dollars and Deadlines' 10 Most Popular, Proven Ways to Make Money as a Freelance Writer

Dollars and Deadlines' Guide to Selling Your First Article

Dollars and Deadlines' 10 Essential Freelance Templates 

If you're new to freelancing, this will be the best dollar you've ever spent! 

Pump up your Content Marketing Pitches

My last few posts, I've been sharing some of the great tips I heard at ASJA Con Con. Today's focuses on the critical subject of how to make your pitch to a contenting marketing client stand out--and boost your chances of getting work from it.

1. Reach the right person. You may not be able to tell, at first glance, who the proper person to pitch at a company is. Check the company's website, and LinkedIn, looking for job titles like "marketing director" or "content strategist" to determine who that contact person is, says Jennifer Goforth Gregory.

2. Emphasize your relevant experience. Instead of describing yourself as a writer who covers business, highlight specific topics you've covered already. Companies want and need writers who already have a background in the subjects they want you to write about. Omitting those specialities may mean your letter is ignored.

3. Show that you "get" content marketing. Include a sentence that demonstrates that you understand the company's mission and brand. This sets you apart from writers who forget (or don't even realize)  that content marketing is all about building customer loyalty.

4. Always follow up. Be a "friendly stalker," says Gregory. Follow up in two to three weeks, and touch base every few months after that to stay on their radar. Too many writers send one LOI to a potential client and then drop the ball.

5. Consider internal communications. Freelancer and content marketing writer Wendy Helfenbaum says that big companies have internal communications departments that need writers to research and write profiles, human interest stories, and other pieces targeted at employees. "It's about the companies engaging their employees," she says. "You may be writing for employee newsletters, and they want stories that have nothing to do with work." The people that hire writers are sometimes hard to identify--they're like ghosts, says Helfenbaum. Look for job titles like "communications manager" or "director of communications" to locate these opportunities.

6. Use a template. My latest book, Goodbye Byline, Hello Big Bucks: Make Money Ghostwriting Books, Articles, Blogs, and More, Second Edition (Kindle), includes templates of LOIs that Gregory and other content marketing writers and ghostwriters use, along with sample contracts, nondisclosure agreements, and bids. Don't have a Kindle? Download it here.

***The $0.99 ebook promotion returns! My three most popular short ebooks for writers will be priced at $0.99 for a limited time, including:

Dollars and Deadlines' 10 Most Popular, Proven Ways to Make Money as a Freelance Writer

Dollars and Deadlines' Guide to Selling Your First Article

Dollars and Deadlines' 10 Essential Freelance Templates 

If you're new to freelancing, this will be the best dollar you've ever spent! 

Do You Know Your FOB, LOI, and TK? Publishing Terms Freelancers Should Know

Like any business, freelancing has its own lingo--and that can be confusing for new writers. Here are 13 terms freelancers should know: 


All-rights contract: Contract where the publication purchases all rights to a piece, preventing you from reprinting it or making any additional money from it in the future. All-rights  contracts are becoming the industry standard, but you can sometimes negotiate changes to them. (I have a whole chapter on contracts in Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets.) See work-for-hire.

Backup: The material you submit with a piece so that it can be fact-checked. This includes names and contact information for sources, links to online material, and copies of journal articles you cite or mention in a piece. See fact-checking. 

Clips: Short for clippings and refers to when writers actually cut their pieces out of newspapers or magazines. Refers to published samples of work, whether in print or online. 

Fact-checking: See backup. 

FOB: "Front of book," or the section of the publication that includes shorter, often news-driven items. A great place for new writers to break in.

Indemnification. Usually refers to a contract provision that requires writers to insure the publisher that the piece won't lead to legal claims. (Know what a fair one looks like? Check out the contracts chapter in Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets.) 

Lead/lede: The opening to an article or query letter. The most important section of your query--if you can't catch the editor's attention, he or she will stop reading. (Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition contains more than a dozen queries along with LOIs and other templates.) 

LOI: Letter of introduction. Another way to pitch a market; this focuses more on your background and experience than on pitching a particular idea the way you do with a query. 

On acceptance: a payment term that means you'll be paid when the story is accepted. See on publication.


On assignment: When an editor asks you to write a piece (e.g., an article or a blog post) on a specific topic for a specific amount of money by a specific deadline for a specific publication. Often the assignment is made in writing, but it can be verbal as well. (In this case, you'll want to follow up with an email confirming the details of your assignment.) 

On publication: a payment term that means you'll be paid when the piece is published. Freelancers prefer to be paid on acceptance, because you can't control when a piece will appear in print or online--or even if it's published yet.

On speculation: When an editor is willing to look at a piece you submit, but doesn't offer you a formal assignment. (See "on assignment.") Editors often ask inexperienced writers to write "on spec" as they're unproven, and this can be a great way to get your foot in the door if you're short on clips or experience. 

Query/query letter: A query or query letter is used to pitch an idea to a market. You can also "query" as a verb, as in "I queried her three weeks ago and just got a response." 

TK: a publishing term that means "to come." If an editor asks you to TK something, it means you need to double-check it or add missing information. I use TK when I'm writing a draft to remind myself that I need to fix or clean up a particular section or word. 

Work-for-hire: While legally different than an all-rights contract (technically only an employee can sign a work-for-hire agreement), it's a term for a contract that purchases all rights to a piece from the writer. 

**Got a publishing term or question for me? Email me at kelly at become body wise dot com or post a comment here and I'll be happy to answer! 

**Don't forget about my giveaway! Have you been meaning to buy the print edition of Dollars and Deadlines: Make Money Writing Articles for Print and Online Markets, or Six-Figure Freelancing: The Writer's Guide to Making More Money, Second Edition, but been putting it off? Make today the day.

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Lack Experience? Never Admit it! How to Get that Gig

Last week a reader emailed to ask about how to present himself for a ghostwriting project he wanted. The potential client was looking for a ghost to write a book. The problem? While the reader had read Goodbye Byline, Hello Big Bucks: The Writer's Guide to Making Money Ghostwriting and Coauthoring Books, he was relatively new to ghostwriting. So far, he'd edited one book chapter for a client and was working on his first full-length book ghosting gig and wasn't sure how to make his credentials sound a bit more impressive than they were. 

My advice? "Dance with who brung you," as I like to say. In other words, make the most of your situation, whatever it is. 

Here's what I told him: 

"Re: your LOI, you probably know what I'm going to say—yes, it's better to be honest about your experience (or lack of it), but make sure you play up your relevant experience. So if I were you, I might say something like "I'm currently editing/ghostwriting a book and working on a second one as well, and am comfortable taking on a project of this length" (or something like that). I would not say something like, "Although I've only written one book…" or "Although I'm new to ghostwriting books…" or "Although as of yet, I've never ghostwritten a complete book..."

Get the idea? You want to be honest about your experience but make sure you also position yourself in the best light possible in front of your possible client." 

I have to say this is great and sometimes overlooked advice. I'm always amazed at how writers undersell themselves in queries and LOIs. I've seen writers using language like "Although I've never been published before..." or "I admit that I lack experience..." or even, "I hope that you'll take a chance on an unpublished writer like me." Yikes! Honesty is great, but don't give your potential client an easy reason to reject you.  

You may not have experience writing about a particular subject, or working for this kind of client, or even handling this type of project. Don't lie and say you have, but don't come right out and admit it either! Play up what you do have, and what you bring to the table as a writer.  Confidence is essential to your success as a freelancer, so make sure your pitches and LOI reflect are self-assured, not apologetic. 

**Readers, what about you? How do you go after a gig you want when you lack experience? I'd love to hear your experiences! And in the meantime, for more freelancing advice, check out my latest book, Writer for Hire: 101 Secrets to Freelance Success. 

Guest Post: 5 Things Your Letter of Introduction Needs to Make it Work

I've written before about the power of a compelling LOI, or letter of introduction and why it's an invaluable tool in your freelance arsenal (here's a template). So I'm delighted to host today's guest post from successful freelancer Mridu Khullar Relph, who talks about how to improve your own LOI: 

5 Things Your Letter of Introduction Needs to Make it Work

by 

Mridu Khullar Relph

Of the questions I receive from writers on my blog, LOIs or Letters of Introduction seem to generate the most interest. Can you really get work from them? What if I don't have credits? What if I don't have expertise in the publication's area of focus? Do they ever actually work?

In my experience, Letters of Introduction not only work, they're a great way of initiating a conversation with an editor on a level-playing field so that they know more about you and you can find out a bit more about their publication--what they pay, what kind of stories they prefer, whether they have needs that require filling--BEFORE you've actually put in hours of work. In fact, a good LOI can bring in thousands of dollars worth of assignments, not to mention relationships with editors on an ongoing basis. My own LOI has netted me over $20,000 worth of assignments in the last two years alone and that's not even counting the ongoing assignments that I get as a result of it.

Here then are the elements that determine whether your Letter of Introduction will bring you long-term relationships with clients or immediately get tossed in the trash.

1. Credits

The thing with LOIs, and I hate to say this, is that if you have no credits or credits from only smaller publications, you're unlikely to get work (or even responses) as a result of them. LOIs aren't necessarily meant to get you ready-made assignments (though sometimes they do), but to tell the editor that you--a really established in-demand writer--are available to work for them, and that now that the connection has been made, if they're interested, you can discuss it further. A successful response to an LOI is typically a chat with an editor, which could result in one assignment, several, a column, or something else. The LOI is meant to convince them that it's worth their while to talk to you and if you have no credits or are very new to freelancing, it's a much better strategy to pitch ideas instead.

2. Style

You know when you're putting together a query letter and you make sure to write it in the voice of the publication you're submitting to? Same deal with an LOI. While the basics of your LOI will remain the same, it's important to match the tone of the publication you're targeting because it immediately lets your editor know that you understand the publication and its audience. If you're pitching a parenting website, for instance, the tone of your LOI will be different from if you're pitching a trade magazine. For one, you'll highlight different strengths and feature different credits, but also, you might want to make it fun and informal for the parenting market, whereas a business-like tone might work better for a magazine for executives in the construction business.

3. Humility

You may have some of the best credits in the world-- and if you're sending LOIs on a regular basis, you probably do-- but an editor will immediately have an aversion to you and your work if he or she suspects that you're just a hotshot expecting ready-made work. Remember that no matter how well-published you may be, and no matter how obscure the publication you're writing to, you're essentially asking someone to take time from their busy day to look through your portfolio and see where you could fit in with their publication. LOIs in a way, are asking an editor to do some of the work for you, and while this is why freelancers (including me) love them so much, it will work against you if you're just banging on about your accomplishments without mentioning what you bring to the table for the  

person you're pitching.

4. Service

Which brings me to the most important part of your introduction letter. What do you have to offer? Sure, you're a widely-published writer with experience in thirty countries, but what can you do for THIS editor and THIS publication? No amount of credits will help if you don't understand the business of a trade magazine (and are unwilling to learn) or the audience of a consumer website. In all business relationships, both parties are asking one question: What's in it for me? When your editor reads your LOI and asks that question, will he or she find an answer?

5. Passion

Finally, does your LOI demonstrate an interest or expertise in this topic or does it look like you've just plucked the editor's name from a listing of writing markets? Look, we all know that we do the plucking, because it's really difficult to be passionate about construction and data analysis and jewelry manufacturing all at the same time, but writing about these things helps fund the things we're really passionate about, such as that unfinished novel or that reporting on outsourcing of medical trials to the third world. But your LOI needs to demonstrate a certain interest and understanding of the topic because to the editor of that publication, that is the passion. Good writers are valuable, but good writers who actually care about the subject they're writing about, no matter how mundane, now those are the ones who're priceless. And the ones that keep on getting regular work. Be the writer they want to hire because you bring to them a lot more than just good writing.

**

Mridu Khullar Relph is an award-winning freelance journalist who has written for The New York Times, Time magazine, The International Herald Tribune, The Christian Science Monitor, Marie Claire, Ms., Elle,  and hundreds of other national and international publications. Check out her tips for writers on her blog (http://www.mridukhullar.com/journal) and connect with her on Twitter (@mridukhullar) or Facebook (http://www.facebook.com/MriduKhullarRelph) She'd love to hear from you.

***Thanks, Mridu, for an excellent and helpful post! If you're a seasoned freelancer who'd like to guest-post for me, please let me know via email--kelly at becomebodywise dot com. And don't forget about the latest giveaway!