How Good of a Salesperson Are You?

No, you aren’t applying for a job in a retail store. But to be a successful freelance writer, you do have to be a good salesperson—as good as anyone who sells in a high pressure environment. You need to develop selling skills on a par with the best traveling salesmen.

Many beginning freelance writers are so consumed with the act of writing that they forget about selling their work after they’ve finished writing it. But writing and selling should go hand-in-hand. You need to do both jobs equally to be a success. So before you even begin to work on a project, have an idea of where you’ll potentially sell it.

The best salespeople begin their sales campaigns by developing a list of prospects. They glean names from whatever source they can, building a list of people to contact. Though over time you’ll amass a list of people you can count on to help with research, you also need to begin a list of potential markets—and not just markets but personal contacts in those markets. You can achieve this by sending out queries for projects or sending material out on speculation that some editors will begin to buy. Once you have your foot in the door, insert a doorstop and keep that door open.

After a top salesperson has a short list of contacts, they’ll sort through it to find the best-sounding prospects so they'll save time and money by avoiding blind alleys. They make their initial contacts, then review what happened, noting all reactions. Then they use these notes for follow-ups. They’re constantly looking to expand their markets. And you should, too.

While you may tackle the first step—creating a partial list—you probably don’t follow up on the remaining ones because, let’s face it, most freelance writers are lousy salespeople. While creative burnout and procrastination often plaque their writing, the same thing happens when they're trying to sell their work. In order to expand your freelance writing business, you have to avoid this. Remind yourself that at times freelancing may be 50 percent writing and 50 percent selling. And while large businesses have sales departments to handle selling their products, you don’t.

Be realistic about your markets. Remember, there’s loads of competition—a recent statistic puts the number of freelance writers in the U.S. at nearly 70,000. To get anywhere, you have to stand out from the crowd. Your material and your presentation of it have to offer editors the best and more of it than others can provide.

The first step is developing your prospect list. You’ll need to study the market and learn the possibilities so well that the market seems to evolve by itself. And don’t start at the top. You’re sure to fail. Begin at the bottom and work your way up. Start with the easiest markets, which most likely will also not be the highest paying. But the easier ones have less strict requirements and demand less work overall than the highest paying ones. Plus, you’ll have a much better opportunity to get published in them. But remember that you’ll only be working with them for a while to build up your credibility as a writer.

If you’ve already begin to publish your work, review your original markets. If you're working well with them, negotiate with the editors for higher pay or perhaps ask if can become a contributing editor. As such, you won’t get any more pay, and you won’t be doing any editing. But you will have your name on the magazine’s masthead, which will impress other editors higher up the pay chain.

When the same bland renewal notice for a magazine subscription arrives in the mail, you usually toss it in the trash. If you intend to renew, you most likely don’t do so on the first notice, but two or three later. The same goes for the reaction by an editor to the same presentation. If you want to renew an editor's interest in your material or build up assignments on a higher level than in the past, think about upgrading your presentation. How well does it sell your ideas? Is your timing and the sequence of your ideas logical? Is the market holding you back or are you holding yourself back through lack of expertise, timidity, or just plain fear?

Today, freelance writers have all sorts of sales tools at their disposal—Email marketing, Web sites, social networking, etc. But just like regular advertising, you also have mass mailing. Have you ever thought about designing a brochure showcasing your work and sending it along with your queries? Can you do the same digitally and send it along with Email queries? Have you given any thought to developing your own Web site. Not a personal one, but a professional business site that’s aimed at editors?

Remember, some of the nation’s top freelancers spend as much as three or four hours a day on the phone and the Internet keeping in touch with publishers and editors. Start making the time to do the same if you want to become a success in this business.

Do Beginning Writers Need an Agent?

People generally look for the easy way out on most things. And writers, especially beginners, are no different. So it’s no surprise that many beginning writers believe that in order to succeed in publishing, they have to have a literary agent.

The publishing world is a mess at the moment. It’s no wonder beginners feel that they need help to navigate the confusing maze of publishers and editors. But does having an agent guarantee they’ll get published? Not necessarily.

In the first place, many literary agents won’t even consider taking on beginning writers. And those that do usually are a bit shady in their dealings and take advantage of a beginners ignorance in business matters.

At this point, it might be a good idea to find out just what an agent does for a writer. Essentially, when a writer teams up with an agent, he or she is basically outsourcing the marketing and promotion of their work. A highly successful writer, usually those writing and publishing books, needs someone like this to help with promotional chores. This leaves more time for them to write. But a beginning writer has not such demands on their time. Many beginners usually have just written their first book and are desperate to get it published. They see an agent as an express method of accomplishing this.

A big problem with many agents is that they have a stable of editors and publishers with whom they have close relationships. They rely on these people to place their clients’ work because of past successes. They do this at the exclusion of any other publisher that could possibly want to consider a book, for example.

One writer’s agent sent a book proposal around to 28 different publishers. Each politely declined to publish the book. When he had exhausted his list of publishers with whom he had relationships, the agent stopped sending out the proposal. In the end, the writer never did get his book published.

Another writer worked successfully on a couple of travel books through an agent and a particular publisher. The agent took a hefty 15 percent of his advance as her fee. After completing these two books, the writer decided to try his hand at negotiating himself. He got substantially more money than the agent was able to get him and didn’t have to pay her the 15 percent fee. The writer went on to publish two more books with the same publisher and had the firm consider two more book ideas.

So it comes down to this. Beginning writers are caught between a rock and a hard place when it comes to publishing their first book. They have no credentials and think that having an agent will miraculously give them some. Also, agent generally don’t promote articles or short stories. The low fees paid for them can’t compare with the advances paid for books. And, let’s face it, 15 percent of not much money isn’t a whole lot.

Next Week: Some tips on writer/agent negotiations.

Profit From Anniversaries

Every day is an anniversary of some event or moment in history. Every day is a chance to take your readers back in time.  Every day offers an opportunity for a way to increase your profits as a non-fiction writer.

Newsworthy milestones of all kinds can mean big profits if you’re a savvy writer. Many people love to read about what happened way back when. But the key is to uncover a unique angle on an anniversary, especially for those that are more well known.

While every day is an anniversary, it’s the important milestones that count----10, 25, 30, 35, 40, 50, 60, 75, 100, 125, 150, 175, 200 years—so begin by making a list of these numbers. Subtract these numbers from the current year—in this case 2016. For example, subtracting 100 years from 2016 gives you 1916.

Next find a copy of The World Almanac and go to the historical timeline section. Look up 1916 and see what events happened that year. This gives you a list of centennial anniversaries to write about. Look for the more unusual events—ones that other writers might dismiss as too trivial. Then use your imagination to put your own spin on the ones you select. Repeat this process for all the milestone anniversaries. You’ll end up with a more anniversaries than you’ll have time to write about. Select the ones you think will work out best for you, and you’ve essentially planned articles for an entire year.

When pitching article ideas to editors, remember that most magazines work at least four to six months ahead, larger national publications often work a year or more ahead. So you may want to project into the following year. For example, look at the listings for both 1916 and 1917.

You should only have to do this procedure once a year. Try to do it at the end of the previous year to plan the anniversaries you’ll want to write about for the following 12 months.

A Google search for "historical anniversaries" will reveal lists of event anniversaries. And a search of “anniversaries + [specific year]” can also reveal many potential article angles. The bigger and rounder the number of the anniversary, the more potential the hook. Target these findings first in your queries, because well-known anniversaries are where the competition will be the most challenging.

You’ll also find it easier to narrow down all the possible anniversaries if you follow your personal interests. Use them as a filter to narrow your selection.

One writer had a strong interest in the Old West. When the 150th anniversary for the departure of the first wagon train to traverse the Oregon Trail came up, he did lots of research and in the end sold 16 articles to as many different magazines on various facets of this event. He targeted each article to a different audience using the same basic information but with specific details for each readership.

As in with other aspects of freelance marketing, it’s important to be broad minded. You never know which magazine editor is planning to cover what, or what special issues he or she may have in mind that would be perfect for a particular anniversary piece. Even rejections can open the door to future assignments. Whenever possible, target both local and national publications—and be sure to target each pitch a specific market.

Avoid ideas that first come to mind. Instead, find an innovative way to spin the topic that will make your query stand out from the others. One of the ideas the writer pitching the Oregon Trail anniversary used was to bring to life that first wagon train, based on personal accounts left by the pioneers on rock faces along the way and in diaries they kept. Since actual people signed their comments, it made his article personal and true to life.

Remember, that even what seems like a great idea to you may fall on an editor’s deaf ears. Be prepared to circulate and recirculate your anniversary article queries for multiple successes.

Making the Most of Social Media Part 1

Are you taking advantage of today’s social media networks? If you’ve only been tuning in to popular networks like Facebook and LinkedIn, then you’re missing a golden opportunity to promote yourself and your work.

Today, it pays to be a joiner. Normally you’d want to stand out from the crowd, but in today’s social media world, it’s just the opposite. “Who you know” has always been as important in the writing business as “what you know.” But unless you traveled a lot and met key people face to face, it was difficult to network contacts.

There have never been more people participating in social networks. While there’s a personal dimension to nearly all such networks. But just joining isn’t enough. You must also use them.

Social networking demands a consistent investment of time. If you approach these sites simply as places to sell your book or service and never give back to the communities, you’ll find yourself losing “friends” faster than you add them. As with all types of marketing, what you do on social networks depends on what your audience will respond to and what your goals are. One of the leading social networks is Facebook.

Facebook
Facebook can be as simple or complex as you like. You can simply tell your friends what you’re up to using text and photos or you can develop a following that will greatly enhance your marketing efforts.

Above all, Facebook is a network that can help you find other people interested in the same subjects as you. You can join groups of users specializing in different types of writing or in different subjects that you write about.  You can also create your own group around your blog. Once you establish a group, you can send messages to its members. With such a targeted audience, you can post content with real value.

Facebook also allows you to announce events, such as book releases and readings, bookstore appearances and such, and invite people to it.

The key to keeping your Facebook page active is keeping your profile current. Even if you don’t reveal too much about your personal life, your friends on Facebook will feel they know you better.  Status updates are just that—posts that keep your Facebook followers informed as to what’s happening in your life or your work.

As part of your profile, you’ll also be able to post an image. As a professional writer, you need to use good photos of yourself. Try to make these more than a snapshot. Don’t use bizarre images in place of your personal one. Remember, your Facebook followers will judge you by that image as well as your profile.

Unlike other social networks, Facebook offers you three ways to promote yourself. The first is the personal page. Through this page, you’ll assemble a group of “friends.” Some may actually be friends of yours, but most will be strangers who come to your page because of the posts you make.

The second sort of page you can create on Facebook is the professional page. This page is focuses on your business, putting you in the same category as the Coca-Cola Corporation. Instead of assembling “friends,” you must get people to “like’ your page. This becomes a select group of Facebook followers, known as “fans,” to whom you can send targeted information about your work.

The third kind of page you can create on Facebook is the author page, which you assemble for a particular book or series of books you have written. This is also a “fan” page, but differs from the professional page in that its posts go only to fans of your books—in essence, your readers.

Facebook most likely offers the most flexibility of all the social networks, but there are others that can be of help in different ways.

NEXT WEEK: Part 2 of Making the Most of Social Media

Brand It!

Cattle ranchers burn a symbol in the hides of their cattle so everyone will know that they belong to their respective ranches. Corporations have logos for the same reason. And today, people buy products based on their recognized identity. So what does branding have to do with freelance writing? A lot.

Do you think brand management is just for BIG companies like McDonalds, NBC, or Target? Think again. Branding is important to ALL companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality—your personality, otherwise known as your image.

In business, branding is the process by which you try to become the first business a person thinks of when they consider buying goods or services in your category. It’s the process by which you attempt to differentiate your business from your competitors. Although your name and logo are important features of your brand, there’s a lot more to it than that.

Think about YOUR company. Yes, even if you’re a company of one. What personality or image do you want to present to customers and prospects? Should it be warm, friendly, and down-to-earth? Polished, knowledgeable, and sophisticated? Well-traveled, cultured, and educated? When someone hears your name, do they think of a certain type of writing?

Do your current promotional materials—brochure, Web site, Facebook Page, etc.—reflect the image you want to present? Is your personality presented consistently in all forms of communication? If not, here are some ways you can make this happen.

To begin, you need to consider four key steps in managing your brand once you’ve created it. The first is to position your brand among others by identifying your unique benefits and image. Next, you need to develop a plan for making your brand identifiable. Then you need to guard  the integrity of your brand so only you use it. And finally, you need to build awareness of and preference for your brand.

Managing a brand is an ongoing process, not a destination. The work is never done. From time to time, you’ll want to tweak your brand to make it easier to identify or to make it stand out from those of other writers.

The secret to good branding is you shouldn’t try to be all things to all people. If you’re trying to grow your business, it might seem logical to expand your offerings, but that’s unlikely to be successful in the long run. It’s often better to narrow your focus until you’ve created a new category you can be first in. Many writers work as generalists, so no one knows them for a specific type of writing or for a specific subject.

You also need to control how people perceive you and your brand. It’s important that people are able to describe you and your business accurately. They need to know exactly what you’re able to offer them.

So rather than having the "right" name, the best brands are those built from the ground up on customer service and community. There's only one problem. You can't force a brand into existence overnight. It takes time to develop a successful brand—months, even years. But once it’s established, a good brand will stay in the spotlight, perhaps even longer than the business, itself.

Eight Ways to Expand Your Business

If you’ve been freelancing for a while, perhaps it’s time to think about expanding your business. Other small business owners have the luxury of being able to hire help, open branch locations, even franchise their business. Unfortunately, most of those don’t work with freelance writing.

Working for yourself, by yourself, means that you can only do as much work as you have time. And there are only so many hours in a day. That puts a limit on expanding your business. Sure, you can take on larger projects, but when you work on a large project, such as writing a book, you don’t have time to do the smaller ones. And frankly, most book projects don’t pay nearly as much in the long run as working on a bunch of shorter and less complicated pieces. So how can you expand?

1. Revise your sales presentation. When the same bland renewal notice for a magazine subscription arrives in the mail, you don't give it a second look. If you want to renew an editor's interest in your material or build up assignments on a higher level than in the past, you must revise your presentation. Analyze the way you pitch ideas now and see if you can improve on it. How well does your current method sell your ideas? Is your timing and the sequence of ideas logical? Is the market holding you back or are you holding yourself back through fear, lack of expertise, or timidity?

2. Create a brochure. Don’t forget you are a business. And businesses advertise. Some kinds of writing may allow you to run ads in journals or newspapers. But the majority of what you do most likely doesn’t lend itself to direct advertising. So why not create a brochure of your work. Hotels do it. Airlines do it. All sorts of businesses do it. This doesn’t have to be an expensive, glossy affair. It can be nothing more than one page folded in thirds. You won’t have too much room, but there’s enough to include teaser quotes from your writing and perhaps a few photos. Short excerpts of articles will do the trick.

3. Keep up with marketing chores. And don’t forget, that many top freelancers spend several hours a day doing marketing chores, staying in contact with publishers, editors, agents, and other clients either by phone or Email.
    
4. Use books as premiums. If you’ve written books, consider using copies of them as premiums—gift books to corporate executives which they then gave their employees or rewards for contests that you run on your Web site and Facebook. Naturally, you’ll want to sign each copy.

5. Create or improve your Web site. And speaking of Web sites and social media, if you don’t have a good Web site yet, create one. Today, more and more people look to the Web to find professionals, including writers. But don’t just focus on selling, give visitors to your site something in return—information on writing, itself, or the subjects you write about. Both will draw them to your site.

6. Publish pieces on Kindle. The longer you’ve been freelancing, the more material and information you’ve acquired. Use some of it to create articles or short stories and perhaps short ebooks that you can sell on Kindle. While this may not bring in lots of cash, it helps you use materials that lie fallow in your files.

7. Promote a book through articles. If you have a book about to be published, you might want to try to write several short articles on a related subject and get them posted at key Web sites online. They’ll give you greater visibility and subtle promotion for both yourself and your book.

8. Apply for grants or enter contests. Lastly, consider applying for grants or entering contests from time to time. Nothing boosts a career like an award. But don’t concentrate on either of these. It’s actually easier and less time-consuming to just write and publish your work than it is to seek out a chancy result like either of these.

Which League Are You Playing In?

As in baseball’s major and minor leagues, so freelance writing has major and minor markets. Many beginning writers think they need to start at the top in the major leagues when seeking markets for their work. But just as in baseball, most need to begin in the minor leagues and work their way up.

As a beginning writer, you may have a high opinion of your writing and your writing skills. The truth is that although you may have a great idea, your writing skills may not be up to effectively bringing it to completion. National magazines often pay thousands of dollars for a feature article, and while there’s a chance you’ll succeed in getting an article published in one of them, the possibilities are slim at best.

To get off on the right foot, take a look at both the minor and major markets. Don’t think just because a publication is a minor market that you won’t have any competition. Some of the same writers selling to the big magazines will be selling to their hometown newspaper or regional magazine. Minor markets may pay less but are just as professional. They may be ideal for a reprint of an article that you’ve already published elsewhere or a spin off from the research for that piece.

In order to plan your marketing efficiently, you need to compile three lists. Note as many minor markets as you can that fit your interests. Using a directory like Writer’s Market, compile a target list of approximately 25 of the best-paying publications in which you know you have a good chance of getting published and label it "A." Then compile a B list of publications that pay in the middle range, and a C list of publications to which you can send spin-off or reprint articles. Put your lists in a loose-leaf binder in which you can keep your marketing notes. For each of the publications in your lists, note its name, its page in the market directory, how much it pays, plus a brief note about what sort of articles it accepts.

Once you compile these lists, you’ll be able to refer to them for quite a while. Because markets change constantly, you’ll have to delete publications that go out of business or change direction.
Editors also move around, so while you may be in the good graces of one editor, the next may not like your writing style at all. Your lists will also prepare you when an editor you had worked with starts working for one of the publications on your lists. These corrections to your lists will save you time since you won't have to approach a magazine with a story idea only to have your query returned marked undeliverable.

With your list of article ideas in front of you (see my blog “Make a List and Check It Twice”), see how many ways you can use your research material. Then match the varied uses to publications on your lists. Using your lists in this way will greatly expand your marketability. When marketing your material, think outside the box and find other ways of using your researched material to make the most of your time.

And don’t think that you’ll find publishable markets only in directories like Writer’s Market. Many publications refuse to be listed in it because too many unqualified and inexperienced writers send in queries for ideas that are way off the mark and waste editors’ valuable time.

Ask your friends and family members if they can think of any publications where you might sell your work. Check out all leads, then add those publications that seem like possible markets for you to one of your lists. And don’t go into any doctor’s or dentist’s office without looking through the magazines put out for patients. You never know what you’ll find.

Turning One Published Piece into Many

I’m absolutely amazed at how many beginning writers get published for the first time, then turn to a completely different subject, marketing that to a different editor or publisher instead of building a relationship with the first.

Writing is not just about words, it’s about relationships. No matter what sort of writing you do, you need to build on past successes. If you begin at the top, you have no where to go but down, so it’s important to begin slowly and build relationships with your editors. This can be either by getting to know what a particular editor wants or building on new contacts, using an award you’ve recently received.

I believe the first time I had an article published in a national magazine was a fluke. While it wasn’t totally an accident–-I had sent the piece into the magazine, Popular Mechanics, after all–-it was by happenstance that it appeared between the covers of this national publication exactly one year later. The article showed readers how to build turn an ordinary compact station wagon into a “chuck wagon” for use on a cross-country camping trip. It wasn’t particularly in my field of interest, but it was something I actually did construct. I didn’t publish anything again for six years.

Oh, I tried. I sent pieces all over the place, but I failed to send another idea to the editor of Popular Mechanics. That was my mistake.

As soon as you achieve publishing success, immediately send several similar ideas to that same editor. In fact, while you’re waiting to hear back from that publication, assemble a list of salable ideas that you can send along later.

Perhaps the editor liked your writing style or perhaps your subject. What probably happened–as in my case–was that the editor liked the timeliness of my subject. At the time, gasoline prices had begun to rise dramatically, and this offered families an affordable way to go on an extended vacation and eat well at the same time. But even though you may have just gotten lucky doesn’t mean that you couldn’t sell something to that same editor.

It’s important to build a rapport with your editors. The longest I worked for the same one was 14 years. That’s because she remained in her position, and I gave her consistently good material she could use. The second longest was seven years.

Editors flit from publication to publication about as fast as hairdressers do from salon to salon. If you have a good relationship with an editor, he or she will often take you with them to their new publication. It’s usually an upgrade to a better position for them, resulting in a marketing upgrade for you, which can mean higher pay and more prestige.

The same holds true for getting awards, but I’ll tell you more about that next week.

Having a Baby Elephant

What is it about our society that people put so much stock in authors but not so much in writers. Aren’t writers and authors the same? Don’t they both communicate with words?

Beginning writers seem to think if they write a book that they’ll be recognized as a writer. Many of my Creative Writing students come to class after they start to write a book and realize they don’t know what they’re doing. What drives so many beginning writers to write a book when they haven’t written much else? Perhaps it goes back to school.

We learn to read by reading books. Sure, they’re short with just a few sentences, but they’re still books. How many first graders are out there reading articles and short stories? None. As they progress through the grades, they read more and more books until, before they know it, they’re sitting in English classes studying literature.

I see myself as a writer, even though I’ve written 14 books. When I meet someone for the first time, and they ask me what I do, I say I’m a writer. “Would I have read something you’ve written?” they ask. When I tell them some of the magazines I’ve written for or some of the non-fiction books I’ve written, they’re eyes glaze over and that’s pretty much the end of the conversation.

I’ve learned over the years that a lot goes into writing a book. It’s not just the writing, it’s the research, the organization, the energy. I tell my students that writing a book is like having a baby elephant—it takes 22 months for the little guy to grow inside it’s mother. That’s just about how long it takes to create a book—getting the idea, marketing the idea, researching the idea, organize the idea, writing the idea, and rewriting the idea. Oh, and let’s not forget promoting the idea.