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.
 

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! 

Query Critique #1: A Service/Wellness Pitch

Hi, readers, and welcome to the 2013 Query Critique! Here's the first one, with my comments in blue: 

Happiness can seem like a forgotten concept as our schedules pile up and we drown beneath endless tasks and to-do lists. Feeling overwhelmed can cause us to fall into a lousy mood. Getting out of that slump can sometimes be hard. What you need is a happiness fix. [I like the general idea of this pitch--and in fact have written about happiness on several occasions--but I think the lead could be more compelling/attention-getting. In my opinion, it's a little too general.]

In my article, “Be Happy Now. 5 Minute Fixes,” I’ll speak with experts and women-on-the-street who will share their happiness tactics. Go from blah to bliss with one of these spirit-boosting tips. [Again, feels a little general/unfocused to me. I do like the working title, though.]

For example:

Elizabeth Singer a licensed psychoanalyst says, “Change it up. Brains have three states. We pay attention and think. We feel our emotions, and we rest or daydream. When a blue mood seeps into your day, try changing it up. If you've been working, rest and daydream for a few minutes. If you've been a couch potato, grab a puzzle and solve it.” [I'm wondering where this quote came from. Did the writer interview her or is this from a book? I can't tell from the quote. And I don't think this quote is particularly strong--I'm not sure what the 'three states' that she refers to are from this quote. I think it could be reworked, or taken out of direct quotes to make the point stronger.] 

Rea Frey a lifestyle writer feels we should, “Replace ‘I have to’ with ‘I want to’. There are too many ‘I should do this’ and ‘I have to do that’ on a daily basis. What can you live without? What do you really want to do? Ask yourself: at the end of the day, what really matters? What do I want my life to be?” [This quote is fine, but is this really a five-minute fix? This sounds like it would take quite a bit longer than that. I'm also wondering why Frey is quoted. I'd cut this quote as she's not in the wellness/happiness field.]

Carol Frazey, M.S. suggested, “Start a fun, innocent practical joke. This could be something like consistently leaving a flower or some type of greenery on a friend/coworkers windshield, hiding a silly toy in their office, or placing a whoopy cushion on their chair. Sometimes thinking about how we can boost someone else's day actually boosts our own too!” [I like this quote best of the three, because it's specific and something that is a five-minute fix.]

These are just a few examples of what you’ll find in the article. [How long will the piece be? And why not just include the suggestions, not these long quotes?]

For over five years I served as a regular contributor at Listen Magazine and Western New York Family Magazine. [Is the writer still a regular contributor? I'm not sure from the way this is worded.] My work has appeared in various print and online magazines including SheKnows.com, VerveGirl, Faith and Family, GeoParent, Families on the Go, Florida Family, and Georgia Family Magazine. [Good.]

With my experience I can provide an impeccable ability to work as a team player, tackle new and challenging projects and meet deadlines. [Hmmm...I'm not crazy about this sentence as it sounds like something I'd expect to see in a cover letter, not a query. I do like the part about meeting deadlines, though!] 

With my experience I can provide an impeccable ability to work under pressure and meet deadlines.  [I think this is a typo...and something to be avoided!] Happiness is only minutes away. [Huh? Not sure where this fits in.]  May I write this for you? [I do like that the writer asks for the assignment, but I'd like to know how long the piece will be, and what section of the publication she believes it would fit in.] 

Thank you for your time and consideration. I look forward to hearing from you.

Warm Regards,

Thanks to the writer who submitted this query. I'd say she has a great start, but the query could be much more compelling. What about citing a recent happiness survey, or a surprising fact about happiness--for example, that studies show that winning the lottery doesn't improve happiness past a few weeks? This would give the pitch a time peg and make it more specific. 

I'd also list some specific suggested five-minute happiness fixes instead of using the quotes she's included. I felt the query read a little too long and could have been more tightly focused to the publication's audience/readers to make it more salable. 

Readers, what do you think? Do you agree with my analysis? Feel free to comment here, and feel free to submit your own query for a critique very soon!]