The Money Test: Say Yes--or Not?

When I started freelancing 14+ years ago, I said "yes, please!" (think Austin Powers) to any paying work that came my way. I was trying to make money. My financial goal my first year was to make...wait for it...$10,000. I have no idea why I chose that number, other than it was a nice, neat one and seemed realistic for someone launching a freelance business with no connections, no experience, and no clue.

However, having a financial goal (even a small one) made me focused on money and it meant that every assignment I took that first year had to pay something--even if it was just $25 or $35 for a short piece for the local paper. Even the "small stuff" did move me toward making my income goal that first year. and I actually made more than $17,000 my first year of freelancing.

Today I can't say yes to everything, or even most things. And over time, I've developed a four-part test I use when I decide whether to take on work:

1. How much money does it pay? (If you're freelancing to make a living, or at least make some green, this is obvious.)

2. Less obvious--how much time will it take? I've found that the work I've done for national magazines takes far more time (including the pitching and follow-ups) than the work I do for smaller publications. Yes, the big magazines pay more, but I'm always looking at my hourly rate, not just the size of the check. And sometimes the magazines that pay less per word, actually pay more per hour.)

3. What's the PIA factor? My regular readers know that PIA is my shorthand for "Pain In the..." Some clients and editors are just...annoying. I'm thinking of an editor I work with who takes forever to respond to queries, then assigns stuff with ridiculously tight deadlines. I love her, but there's definintely a PIA factor to working with her. And if that PIA factor on a particular project is high, I'm either going to get more money...or I might even walk away.

4. Will this work further my career--and if so, how? So, for example, when I wrote my first book, Ready, Aim, Specialize, I received an advance of $2,500. And I interviewed 56 people for it! Looking at my hourly rate, I made more as a teenaged lifeguard. But I wanted to start writing books, and I had to begin somewhere. So I said yes to the book, added "author" to my CV, and even made royalties from it. My first book led to many others, which made the first deal worth it.

What about you? How do you decide to take on work? Is it just about the money or do you consider other factors as well?

Getting Started as a Ghostwriter

So, you've got at least one book under your belt and you think you'd like to start ghostwriting. That’s great, but now you need what every writer who works for money needs—clients.

Clients for ghosting and collaborating range from book publishers, literary agents, book packagers, corporations, associations, subject matter experts, and people who just want to write books. In this post, I'll focus on the most “basic” of ghostwriting client, the people I call "Everyday Joes" (or Janes), or EJs.

EJs run the gamut from dream clients to time-sucking remoras. The typical EJ believes his book will be a bestseller. That’s great! What isn’t is when he expects you to be paid when it becomes a bestseller. Be very afraid when you hear phrases like “Everyone says I should write a book,” “No one would believe the story of my life,” and “I’ve got the makings of a bestseller right here” (pointing at his head).

If you're going to work as a ghostwriter, you should care less about your client's story and more about his budget. EJs must have cash to be viable clients. And most don’t. But some do, and will pay (even pay well) to get their words in print.

So how do you find EJs? Take a broad approach to marketing yourself and let everyone know you're a ghostwriter as well as a freelancer. (You do need to have published at least one book on your own to get into the biz.) Your website or blog, your email signature, your bionote on the articles you write, word of mouth, and social media can all help you find clients. Checking and responding to advertisements on craigslist.org and other sites may also turn into work, and teaching classes or leading workshops on book publishing can also raise your profile and help you find ghostwriting clients.

Want to know more about ghostwriting? On July 28, I will be appearing at the Write Now! Mastermind Class to talk about Ghostwriting. If you’re interested in hearing about how ghostwriting works, what’s in it for you, and how you can earn money as a ghostwriter, please visit http://www.writenowmastermind.com/ and sign up for the call. It will be well worth your time!

Five Ways to Work While You're Not Really Working

Confused by the title of this post? Let me explain. I've been self-employed long enough to know that there's working...and then there's working. The latter means that I'm chained to the computer. I don't check email. I don't answer the phone. I don't log in to Facebook. I just pound out the words on the keyboard and get as much done as quickly as I can.

However, most of my work time is the former...when I'm working, yes, but not with that intensity. Yeah, I'm working, but I break up the time with other things. I check my email. I read adoption.com forums. I check my Amazon ranking. I throw in a load of laundry and stop downstairs to say hi to my kiddos. I take a lunch break. I screw around.

But there's a third category of "work," too, which I call WWYNRW, or Working When You're Not Really Working. WWYNRW is what I call it when I watch reruns of America's Next Top Model or Chopped with my laptop on my lap. While WWYNRW isn't actual "work time," I use it to do things I might not have time for during my work hours--and that makes those work hours more productive. Here are five things I do during WWYNRW time:

1. Scout for reprint markets. I make between $5,000 and $10,000 a year selling reprints to regional publicitions, specialty magazines, foreign publications, and other markets. The majority of them I find through Google; I then send a brief LOI to the relevant editor. A five-minute investment may pay off with a new reprint market.

2. Touch base with my regulars. I'll scan through my email, and send a "just checking in" note to editors I haven't worked with in a few months. I just did this last week and sold a reprint for $200, plus have the promise of more work from several other clients.

3. Search on Medline for the latest journal articles on a specific topic--say, sleep and health. I did this several days ago and incorporated new research into a query, which I wrote the next morning. It's already been assigned.

4. Send "FU" (that's for Follow-Up, not what you're thinking!) emails on queries I haven't had a response on, giving editors a week or two to reply...and make a note of where to resub, or resubmit the query next. Then I'm ready to strike if the editor doesn't respond.

5. Brainstorm blog posts. I don't like to burn worktime to come up with and write blog posts, so I do most of my social networking stuff in front of the TV...or while at the pool. In fact, I came up with this post idea while watching my son do cannonballs off of the diving board!

What about you? Do you work, work, and WWYNRW?

From LOI to Query: Another Template

Several posts ago, I provided an LOI ("Letter of Introduction") template. Using templates saves you time, but what do you do when you don't have your own yet? How about borrowing one of mine?

The query below netted my first assignment for Runner's World. [My comments are in blue.] This is a good example of how to take an event from your own life (a traumatic one, actually!) and turn it into a money-making opportunity. If only all concussions could be so lucrative:

Dear Jane:

Last month, I was in Madison, Wisconsin to teach a weeklong workout. Madison’s a great town to run in, and one gorgeous evening I headed out for an easy five-miler. The run was awesome—I felt well-oiled, relaxed, and unstoppable. Two blocks from my hotel, I picked up the pace. I was running hard as I sped down the slight decline of Langdon Street. I was flying! And then suddenly, I really was flying—literally.

I’ve tripped and fallen many times before (I’m a bit uncoordinated), but this time I fell so fast I couldn’t get my hands up to catch myself. I broke my fall with my head. By the time I limped back to the hotel with a bloody, egg-sized lump on my forehead and a nasty case of road rash, my vision was blurring. At the emergency room, I learned I’d suffered a mild concussion. I was lucky—as the ER doc told me, it could have been much worse. [I've used a two-paragraph lead here--I could have crammed it into one, but I wanted more room to up the drama.]

Runners occasionally take spills that produce far worse than a scraped knee or a twisted ankle. In fact, seven million Americans a year seek treatment for sports-related injuries, more than one million of which involve the head or neck region. Head injuries are particularly troubling as they tend to be more severe than other sports-related injuries. Their effects can also last for months—even a seemingly mild bump can cause brain injury and lead to post-concussion syndrome which includes symptoms like poor memory, headaches, dizziness, and irritability. [Note my use of statistics--I've done my homework to show why readers will be interested in this topic.]

My article, “Head First,” will explain the risks and symptoms of head injuries and describe how to reduce the chance of experiencing one while running or doing other activities. (In my case, I had several factors working against me: I was running downhill, on a brick sidewalk, in fading evening light—all of which made me more likely to stumble.) I’ll interview several respected physicians about the dangers of head injuries; a sidebar might include a list of the sports most likely to cause a head injury. While I estimate a length of 1,000 words, that’s flexible depending on your needs. [Here I've fleshed out the story a bit more, and told her who I plan to interview. I could have listed a head injury expert or two, but I have included a possible sidebar and word count. The story wound up being assigned, not on the topic of head injuries specifically, but on injuries runners experience during runs and how to treat them.]

Interested in this story for your “Warmups” section? I’m a long-time runner (marathon best 3:26) who’s been a fulltime freelancer for more than seven years; during that time, my health, nutrition and fitness articles have appeared in 50 national magazines including Self, Shape, Health, Redbook, Woman’s Day, Continental, and Marie Claire; I’ll be happy to send you clips via snail mail if you like. [I've suggested the section of the magazine to let her know I've read it. And as a long-time runner--note my brag about my marathon time!--I've got personal experience the topics she covers.]

Jane, I hope you’ll find this important topic appropriate for an upcoming issue of the new-and-improved Runner’s World. Please let me know if you have any questions about it. [The magazine had just undergone a redesign! See how I let her know I'm aware of that?]

Sincerely,

Kelly James-Enger
[contact info]

This query is a good format to use for first-person leads. For other query samples, check out Six-Figure Freelancing or Ready, Aim, Specialize, both of which include lots of sample queries written by me and other freelancers.

Make your Subject Lines Work for You

A reader had a question about my last post, on letters of introduction, or LOIs--namely, how do you get an editor/potential client to actually read them? (In other words, how do you keep your LOIs or queries out of an editor's junk mail folder--and make the editor want to open them?)

First off, if you write about sex, refinancing, Viagra, or overseas millionaires who die suddenly leaving no heirs (and need help transferring money out of their countries to the U.S.), that's great...but don't use those words in your subject lines! Seriously, there are some words that will almost automatically ensure your email gets caught in a spam filter, so double-check your query, especially your subject line, to make sure it doesn't look like spam.

Second, if you're emailing a pitch or query, say so. But I like to go a little further than that if I'm pitching a market that's new to me. "Query on birth control trends from experienced freelancer specializing in health and fitness" is more appealing than "query about birth control," for example. However, if it's an editor I've worked with before, I just mention the query topic as I figure my editor will recognize my name. If it's been a while, though, I'll write something like "former contributor writing with a new nutrition story query."

Third, if I have an "in" with an editor, I always put it in the subject line. In my template LOI from my last post, one of my friends had worked with the editor I was pitching. So my subject line read, "Kristin Baird Rattini gave me your name/experienced freelancer interested in writing for you." If you've seen the editor present at a conference, or you have other info about her or her publication, mention it in your subject line. (For example, "Enjoyed your presentation at the recent ASJA conference/freelancer with a timely story idea for you.")

Finally, if I don't hear back from a potential client or editor (say, within two to four weeks), I sent a follow-up email. The subject line reads something like, "Following up/query on birth control trends from experienced freelancer." After a brief intro, I include the original query and typically use language like, "Please let me know if you're interested in this story idea. If I don't hear from you within two weeks, I'll assume you're not interested in this piece at this time and may pitch it elsewhere." This puts the onus on the editor to respond if he's interested and seems to provoke a faster response (even if, alas, it's a rejection).

Writing a smart, attention-getting subject line will not only help keep your query out of the "junk" folder--it will also boost your chances of the editor reading it. And that's the first step of getting your next assignment!

What about you? Do you have any subject line "tricks" you like to use? Or do you think subject lines aren't that important when it comes to pitching?

Write your Own LOI: A Template to Get you Started

Ready to write your own LOI? Here’s a template to get you started; this letter opened the door and led to a long-term relationship with this publication. [My comments about each section are noted in the brackets in blue.]

Dear Ms. Alley:

I’m a friend and colleague of Kristin Baird Rattini, a fellow freelancer, and am writing to express my interest in writing for IGA Grocergram. (Kris and I recently had lunch—she’s here in the States for the holidays.) [The first paragraph of your LOI should catch the editor’s attention—if you have an “in,” use it here.]

I’ve been a fulltime freelance journalist for the past seven years. Since then, my work has appeared in more than fifty national magazines including Redbook, Parents, Business99, Family Circle, Woman’s Day, Continental, Fitness, Shape, and Good Housekeeping. I’m also the author of two books, Ready, Aim, Specialize! Create Your own Writing Specialty and Make More Money (The Writer Books, 2003) and the novel, Did you Get the Vibe? (Strapless, 2003) and have two more coming out in the next year. [This paragraph includes an overview of my writing background. In retrospect, though, I would switched the above and below paragraphs--the editor is probably going to be more interested in my trade magazine work than my consumer magazine work--or my novel! Hello!]

I’ve also written for trade magazines including Chamber Executive, where I wrote profiles, news stories, and business articles, and I also draft marketing pieces, newsletters, brochures, and other pieces for companies including The Pampered Chef. [Here I showcase the fact that I’ve written for other trade magazines, as that’s the type of magazine I’m pitching. But again, I should have made this is the second paragraph of the LOI.]

A little more about me: I received my bachelor’s degree in rhetoric before attending law school. I also practiced law for five years before changing careers to write full-time, and my legal training has given me a unique perspective on the importance of accuracy and clarity in written communication. [My background is unique, and this will hopefully help me stand out in the editor’s mind. But you know what? I was working at Trader Joe's at the time...I should have mentioned that I had experience working in the retail grocery environment! Duh. I did tell the editor that when she contacted me, though. And it did give me a leg up on writers who might not know what "end cap," "reefer," or "POS" means.]

If you’re looking for writers, I’d love to discuss your publication’s needs with you, and send you some clips via snail mail. I’ll follow up on this letter after the holidays, but please let me know if you have any questions about my background or experience. [Here I let her know that I’m happy to send clips, and that I’ll follow up on my pitch soon. That way when I do, hopefully she won't think I'm a pest--and will learn that I do what I say I will.]

Thank you very much, and have a wonderful holiday season.

Very truly yours,
Kelly James-Enger

***
So here's the thing...this certainly isn't a perfect LOI by any means, but it worked for me. In a future post, I'll include another template so you can see how I change my approach for another type of market.

What about you? Do you ever use LOIs? Have you had success with them?

Do you Have an LOI in your Arsenal?

If you freelance for magazines, you're already familiar with pitching via a query letter. Ideally a query letter catches the editor's attention, describes why her readers will be interested in the story, provides details about your approach to the piece, and convinces the editor to give you the assignment.

But there's another way to get your foot in the door with editors—by sending a letter of introduction, or LOI. LOIs offer another method of snagging assignments from a variety of publications, and can be used to pitch your writing skills to corporations, nonprofits, and other organizations which hire writers. I've used LOIs to break in with trade magazines, custom publishers, corporations, and book packagers, so I can tell you they work.

Query Versus LOI

It's true that most consumer magazine editors want to receive queries from freelancers, especially those who are new to them. But many editors at custom publications and trade magazines prefer LOIs over queries. They're not necessarily looking for story ideas--they probably already know what they’re going to assign and are looking for writers who can handle their subject matter. Rather than using your letter to describe one story idea and how you'll approach it, an LOI gives you more space to describe your unique qualifications to report and write about the publication's subject area.

Write your own LOI

When approaching a custom or trade magazine editor with an LOI, tailor your letter for that person. What sets you apart from other writers? Do you have inside knowledge of the subject matter of her publication, or have you worked in a related field? With an LOI, you get your foot in the door not through an intriguing article idea, but with your unique background, skills, and ability to give the editor what she wants. And make sure you let the editor know you’ve studied her magazine—tell her what sections of the publication you’d like to write for, for example, or compliment a recent story. (Hey, who doesn't like to hear some genuine praise?)

If you have an "in" with an editor (say, you know a writer who's worked with him), use it. I typically send an LOI via email unless I know the editor prefers snail mail. If you do choose the former, direct the editor to online clips or offer to send hard copies of your clips by snail mail. (Don't send attachments with any email unless an editor specifically requests them.) Follow up a few weeks later by email or phone, and you may find that LOIs are just as effective as queries.

Ready to write your own LOI? Excellent. Next post, I'll give you a template to help get you started.