Priming the Pump

Everyone has seen those ads from lawyers on T.V. promising to get money for you for pain and suffering. The law community disdains those ads. And so it is with writers. It’s long been believed that writers are above advertising. Isn’t writing an art above hawking? While it might be for those starving writers hidden in expensive city lofts—there are no more cheap garrets to live in, they’ve been taken over by Yuppies—the fact is that in today’s market, you need to advertise. Well, at least promote yourself and your work.

Even the slightest bit of self-promotion helps. Send a copy of an article you’ve had published to other editors who might find it interesting. They might surprise you can contact you to do something related. That same article may lead to a book contract. Since you can never tell when such happy circumstances will occur, it never hurts to prime the pump a little.

Even the slightest bit of self-promotion helps. Send a copy of an article you’ve had published to other editors who might find it interesting. They might surprise you can contact you to do something related. That same article may lead to a book contract. Since you can never tell when such happy circumstances will occur, it never hurts to prime the pump a little.

You might also compose a letter of introduction listing the writing or other services you offer and send it to local businesses either by E-mail or regular mail. Be sure to add a note about the best time to contact you and follow up with a phone call.

There are all sorts of organizations you can add to your list of possible promotional outlets. You don't have to actually belong to them to reap benefits. Occasionally, you can attend seminars by other professionals as a guest of a member. Socialize and do some networking. Let it be known you're a local writer with a particular project in production. Discreetly dropping such mentions can lead to new assignments.

Seek out local organizations of publishing or public relations professionals. Meetings of these groups offer fertile ground for discovering possible writing jobs in the corporate world. And don’t forget your local Rotary, Kiwanis, or Knights of Columbus. Some of these, such as Rotary and Kiwanis have breakfast or luncheon meetings for which they’re always seeking speakers. And while nothing may happen immediately, you never know when someone will contact you seemingly out of the blue and need work done. In fact, that person heard you speak and remembered you.

With the advent of ebooks, it seems everyone is getting into self-publishing books. Let's say you're about to publish a book on the proper techniques of social networking. Make a list of the obvious places your book might sell. Then add other prospects, no matter how farfetched they may appear. Think in terms of target audiences—groups, professions, even individuals of a certain sex or age when you devise your list. Ask yourself "Who would be interested?" Exhaust all the possibilities. Send an E-mail to your target audiences, announcing the arrival of your book as well as where and how to get it.

Have you appeared or are going to appear on local T.V. or radio? One writer did and then received hundreds of E-mails and letters from interested viewers and listeners. Later he was about to publish a book on a related subject and sent flyers promoting it to every one who had contacted him from his media appearance.

Whenever you try a promotional technique, be sure to measure the response that particular tactic had. Did new contacts and firm assignments result from your efforts? How soon? Is there some way you might speed up the process? Should you adjust the technique for better results or avoid doing it again?

Lastly, don’t overlook using business cards. In today’s electronic world, you may think business cards are passé.  Most people can’t remember names, especially with the daily media overload. It's far more likely they'll remember yours if you hand them your card. This is especially true if your name is a tricky one to spell. A well-printed card on hand also says you’re professional. For really outstanding cards at little cost, go to VistaPrint.com. They offer 250 free cards as long as you pay the shipping costs. Of course, you’ll have to choose from one of their design templates, but they offer some very professional looking ones. For $10, you can get their 250 premium cards, customized for you. And don’t forget to save all those business cards you may receive. File them in a box where you can easily get to them when you need them.

It's All About Hype

In today’s media-centered—and some might say media-crazy world—the word “hype” has become a household word. According to various dictionaries, hype means an excessive amount of publicity, followed by a commotion caused by it. It can also mean an advertising or promotional ploy. And lastly, it can be information that’s deliberately misleading.

Public relations is all about hype. The more it touts a product, service, or destination, the better it’s supposed to be. Unfortunately, the public is gullible. They generally believe what they hear. To be noticed in today’s markets, you’ve got to hype yourself somewhat.

I used to do a lot of travel writing. In the research process, I often traveled with other writers. During the first two to three days of a trip, everyone bragged about themselves. However, after two or three days, this wore thin and the real writers began to appear. Some made fantastic claims about where they had been published or about a book they’ve written, but when it came down to it, the “real” writers in the group outshown the wannabees or those just starting out.

Another person I met a while back at a social gathering said he was a writer. When I asked what he had written, he spouted off some topics having to do with the environment. It seemed he had everyone’s ear. I listened intently and the more he went on about his writing, the more I realized that while he had a few short articles published, he really was only dabbling in it. He may have impressed the folks in the crowd, but I doubt he could the same with editors.

Here’s where the term “ bamboozle” might be appropriate.  One explanation says it originated with an ancient Chinese custom of punishing swindlers by whacking them on their hands and backs with bamboo poles. Ouch! But, seriously, too much hype is just like that.

While you can fool some of the people some of the time, you can’t fool a professional writer—one with lots of experience. He or she will see through you every time. Editors are the same way. Most have been in the business for a good while and know the ropes. They can smell the hype a mile away.

So how do you hype yourself without going overboard. First, be honest. Promote the best work you’ve done and promote it to the right people. If you’re trying to break into a new market and have never written anything for that market, editors we’ll know. Get to know as much as you can about a new market before trying to break in. That means not only what’s being published in that market but also knowledge about the subject. Also, know who to promote yourself to and when.

The bottom line is that your writing will speak for itself. But at times it will need a little help from you. Know why you’re the best person to write a particular article or book. Convince editors using the facts. Avoid too much hype.

One thing you may want to consider is creating a slogan for yourself on which to build a promotional campaign. Advertising campaigns from "Ask a man who owns one"to "Does she or doesn't she?" all relied on slogans. The word slogan came from war cries. The Gaelic sluagh, meaning army, and gairm (a shout) evolved into slogan. For my company, Bob Brooke Communicaitons, my slogan is “Communications for the new century.” This implies that my writing has a contemporary style and gets its point across in fewer rather than more words.

You’ll need a certain amount of hype to make your voice heard in the ever more crowded marketplace, plus you’ll need a "battle cry" to hang your writing efforts on. And remember,  don't go so far as to bamboozle anyone because eventually they’ll see right through you.

What is Your Profit Motive?

As a freelance writer, you’re in business to make money. How much is up to you. You can write a lot and get paid little or write a little and get paid a lot. Chances are you’ll fall somewhere in between. But one thing is for sure, there are only so many hours in a day, so the amount you make may be limited, especially if you’re writing books or articles for magazines.

If you’re writing books, you can only work on one at a time. The amount of time it takes to research and write a book is staggering while the advance you may receive pays for only a fraction of that time. If you’re a good multi-tasker, you may be able to pound out an article or short story or two while working on your book, but most writers put all their energies into such a massive project.

Writing articles actually pays better in the long run. If you have acquired some steady markets, you’ll be writing constantly and the money will pour in regularly.  If you’re just starting out, you may find yourself strapped for cash between assignments.

So what is your profit motivation? Are you content to make a little while pursuing other creative projects—for this you’ll need a working spouse or a rich benefactor? Or do you need to earn a living to help support a family or yourself if you live alone? Many married women writers claim they’re making a living just like any male writer, but what if they weren’t married and couldn’t depend on their husbands’ paycheck to take care of most or all of the bills? While it may be okay to do this in the beginning, after a while your spouse will grow tired of paying the bills by himself.  The opposite it also true for husbands taking up freelance writing while their wives work at a steady job to pay the bills.

Even if you’ve been publishing and making a modest living at writing, you may be guilty of practices that hinder you from making more money. Maximizing your profit requires you to budget time and money carefully. Will you be able to live on say $12,000 a year or less? Perhaps you had better decide if you love your daily Starbucks latte more than writing!

You need to budget everything. Leave nothing to chance. Periodically review your bills to see if you can lower any of them. This will mean not having the latest smart phone or that big-screen Plasma T.V. that your neighbors have. And while you’re at it, better decide to move from the McMansion you live in now to a more modest house.

But budgeting isn’t all about sacrificing the things you love for your writing. It just means that you need to prioritize. List the things that are most important to you. If that cup of Starbucks coffee or that giant SUV that you drive is important to you, then perhaps you better give up on your dreams of becoming a writer, unless you want to write press releases or advertising copy.

As much as you need to learn about writing to improve your skills, so you should learn about the business of business if you expect to keep your profits growing. You’ll be running a small business. Don’t kid yourself into thinking it’s anything else. Talk to other small business owners. What do they do to make sure they stay in business? While your business may be slightly different than theirs, the procedures are the same, even down to what to deduct on your tax return.

Set up daily and monthly schedules and stick to them. Self discipline is very important in freelance writing. It’s not all about spending leisure time at the café reading Twitter messages from your peeps on your smart phone. It’s about working hard and enjoying your time off, knowing that you’ve done the best job you could getting pieces finished and sent in on time.
   
Review your methods periodically. Weed out the bad habits. Are you allowing too many interruptions to devastate your schedule? Are you letting too much time slip by before you get an idea and propose it to editors or your agent? Are you learning from your competition?

To be a successful freelancer, you have to periodically review your assets and liabilities. You  can’t afford to imagine there isn't room for improvement. Above all, freelancer writers don't believe in giving things away for free. If a publisher isn’t willing to pay for your work, pass them by. You can’t pay for groceries with a freebie.