Writers Unbound

The world of freelance writing flourishes. Great, because the opportunities flourish. Not so great, because the number of applicants per job also increases. Marketing yourself is something you do whether you intend to or not, from your first query email to the invoice you send when the project is complete. Be intentional about marketing You, Freelance Writer, Inc., and take some steps to make yourself stand out from the madding crowd.

1. Make every document and/or web page that represents you both personal and professional. Your website (you should have one), your resume, your invoice template: all should include your full contact information, company name, and should be in a similar format. Use the same color scheme (keep it simple), font type and size, and layout. Use the same signature at the bottom of all of your emails. If you have a tag line, put it on everything. Add some pictures to your web site. When submitting proposals, queries, summaries, or writing samples to potential clients, include the pertinent information and personalize it by including the specific information about yourself that is relevant to the job.
2. I shouldn’t even have to say this: use proper grammar, punctuation, and spelling in even your most casual pieces of communication. You are a writer. If you can’t properly punctuate an email, why should I hire you to write my company’s flier
3. Follow application instructions to the letter. If the client asks for one writing sample, don’t send five. If the client asks for a biography, don’t send your resume. If the client asks for a few paragraphs on a specific topic, don’t send two articles on similar topics.
4. Specify what you will do and what you will need. What are your terms of service? Your rates? Exactly how long will you take on a project? How many sources will you reference? Do you use primary or secondary sources? What expertise will you bring to the piece? Do you know an expert you can interview? What information will you need from your client? Being clear and specific about these questions shows your client that you have thought carefully about the project.
5. Follow up, when appropriate. Larger magazines and companies will have a longer turn response time, so unless you have a specific person to contact it is probably best to wait quietly (while pursuing other jobs, of course.) On the smaller jobs, or with specific people, however, following up within a week or two can make a difference.
6. Appraise clients of your progress on longer pieces or projects. Especially if you are working with a first-time client and they have had the good faith to trust you with something bigger than a 500-word article. Set up a time line, let them know when you’ve reached milestones (”Just wanted you to know I’ve found five great primary sources and have an interview set up with expert so-and-so for Friday…”). They more comfortable they feel with you every step of the way, the more they will want to work with you again.
7. Do more than is required. I don’t mean write 1000 words when 500 were requested; stay within the scope of the project. Do look for ways that you can go a little above the project requirements. Can you find primary sources instead of secondary? Can you take photographs that fit with your topic? Can you provide a sidebar to go with that feature article? If you go a little further, your clients will remember and be much more open to your suggestions, which brings us to point #8:
8. Make suggestions for related work. If your client has hired you to write an article on day care options for working Moms, can you suggest a series on the topic slightly expanded? Don’t suggest fluff; your ideas need to be thoughtful and worthwhile for your client. Do suggest articles, topics, and content ideas that will promote your client’s business or cause somehow. You also have the option to offer a “package deal” if the client likes one of your suggestions. Don’t be pushy, however. Make the suggestion and be gracious no matter what the response.
9. Provide a specific guarantee. I know that it’s tricky to guarantee complete satisfaction with something that can be as subjective as writing style. Some clients would keep you in an editing hell forever. I know. So I’m not suggesting that you obligate yourself to more than is fair, but that you do find a way to guarantee the quality of your work. This could be something like a no-charge edit within 24 hours after the completed project is submitted to the client, or a certain amount of time you will spend on rewrites if required. If you do excellent work, your clients may not feel the need to take advantage of your editing skills, but they will be more comfortable knowing that you are ready to fit your writing to their vision.
10. Follow up with a personal thank you of some kind. This can be a simple email or a post card or note send through the mail, if you have your client’s mailing address and if that wouldn’t be considered stalking… Be prompt; within a week of completing the project, make brief contact to say you appreciated the business, enjoyed the project, look forward to working together again. Of course, if you hated the project and never want to work with the client again, you can just skip this step. But if you do want more business, the time when you say thank you is a great time to make a suggestion for another project…