Is it worth you producing a newsletter as a freelance writer?
The web is awash with internet marketing advice saying that e-mail capture and a newsletter is a most effective means of communicating with customers. And some reputable newsletter producers like Cooperpress and Next Draft have created cracking businesses from their production.
Newsletters demonstrate copy writing and editorial skills in a way that little else can, and can be targeted towards a most specific client group – so your newsletter could be aimed at marketing directors of law or finance firms perhaps, or editors of environmental websites or women’s issues thought leaders on twitter, maybe. Your main aim needs to be to write extremely helpful content for your particular target client, and to build a relationship with them through this content.
If you’re a one-person freelance writing business, then this doesn’t need to be scaled to the grandiose. Once a month may suffice and you’re after a small number of meaningful relationships, rather than bombarding people with newsletters and content they have no interest in. You’re digging deep rather than sprawling wide…
CONTENT, CREATION AND COST
Your newsletter does not need a complex structure. You could start with your subject FAQs and concerns and create steers for these – and I’d suggest your opening is as much about your audience as you can possibly make it, only leading into what you’ve been up to, later in. You’ll need to decide how much original content to make and the extent to which you curate other people’s writing.
What you’re reading here currently is one structure for a newsletter: one fairly dense post, link and information-wise, followed by a few helpful links I’ve curated over the past month. In other newsletters I use a three-section structure: what’s helpful how-to info, what’s quirky and new, and what is locally relevant.
Your newsletter does not need to cost much to produce, apart from your valuable time and thinking of course… For the most modest update, you may want to look at Tiny Letter run by MailChimp, or its fuller offer Mailchimp, which has lots of help on its site and is free for up to 2000 subscribers. I know writers who are loyal to Madmimi and for cost effectiveness on a large scale Your Mailing List Provider has fans.
If you use software like MailChimp, it gives you terrific insights into what your clients are interested in, like this:
If you’re floundering over where to put your time and effort into writing online to showcase your work, a newsletter linked to your blog or portfolio and aimed at the niche you wish to serve seems to me to be the most efficient option. You can store your newsletters together, like I’ve done here, to show prospective clients.
And if you celebrate it, Easter is coming soon, the time of new beginnings… so it’s a perfect chance to get cracking.
Here are this month’s three useful links:
Freelance Writing Portfolio: Creating A Freelance Writing Portfolio From Scratch
Business Of Writing: Books About The Business Of Freelance Writing
How To Write (and the writer Chris Brecheen, has my favourite writer’s facebook page ):
And three newsletters especially useful to writers, I reckon:
Whatever you write, change will give your writing dynamism, vividness and grip your reader.
In business writing, we want to hear how problems get solved, how businesses grow and how changes in the context our business operates in, may affect it.
In fiction or screenwriting we want to experience our characters changing both through their own decisions and forces in the environment acting against them or causing them surprises…
One of my favorite writers on change is William Bridges, who describes three stages to what he calls transition:
Laura Emily Dunn, who is a student here and a contributor to the freelance course, has boosted her career in a novel and interesting way this year.
Based in the UK, at the start of this year she produced an infographic on the British Prime Minister’s clothing choices, which gathered much attention from national press and broadcast media, as well as writing commissions for her.
Having long planned a trip to Washington for the inauguration, anticipating a Hillary win, Laura ended up going on the Women’s March and covering both inauguration and march for media in the UK.
Laura’s quirky and creative infographic has boosted both her slate and address book, to start the year in style…
Business Writing Skills Refreshers
So what has this all got to do with these doodles here ? Well I’m trying to learn to cartoon, so these are my early attempts at characters. Cartooning, like infographic making, is at core a writing skill – though as I’ve found out, it helps if you can draw too. I can’t currently, but am diving deep into the whole art of cartooning, where there is much that applies to business writing.
Scott McCloud’s fascinating Making Comics describes five critical aspects of cartoon storytelling: choice of moment, what to include; choice of frame, the right distance and angle to view those moments; choice of image; choice of word and choice of flow. All these choices can apply to our business writing too – what to cover, how subjective or objective our writing is, and the images, words and sequences we use.
Why not take a subject you write about and if you’ve not experimented before try it as:
Or make an infographic, like Laura did.
You never know where pressing refresh on your mental browser may take you…
Here are three links which may help refresh too:
Improve Your Writing: 10 Essential Tips To Improve Your Writing Style
Business Tools: Freelance Writing Tools
Career Development: How To Think Like A Content Marketer When You’re Really A Freelance Writer
Laura’s blog is here and may your writing zing in 2017!
Over the Christmas holidays – and by way of saying thanks to all you lovely students – I thought I’d create an online Christmas stocking for you here, stuffed with some info goodies to help your freelance writing careers in 2017.
If you like podcasts, you may find Ed Kandia’s High Income Business Writing useful. He co-wrote a book ‘The Wealthy Freelancer’ and hey… who doesn’t want to be one of these?
I’ve mentioned Jorden Roper here before and her most direct and practical advice on freelance writing. She’s now got a You Tube channel and here’s a sample: 5 Reasons Freelance Writers Should Avoid Content Mills And Bidding Sites. Jorden’s viewpoint is spot-on here, I reckon.
This site posts jobs and is a collaboration between three freelance writers so it may appeal to you: http://www.freelancewritinggigs.com/2009/11/pitch-to-the-hidden-places-that-hire-freelance-writers/
Running a freelance writing career can feel rather chaotic, but the wonderfully professional Jane Friedman comes to the rescue here, with advice on marketing and publishing checklists for writers. Definitely a link for the New Year resolution wish-list.
And finally everyone deserves a treat at Christmas, don’t they? So here’s inspiration if you’re giving to a fellow writer – or indeed if you want to give yourself a gift – and why not? Warning: you may get distracted for some time here! https://uk.pinterest.com/taralazar/things-writers-like/
If like me, you’re hoping to get some undisturbed writing in over the holidays, then all the best for it. Whatever you’re up to, I’d like to thank for your support this year and may you and your loved ones have joy and peace over the next couple of weeks.
She opens the office door. She smells something…wet metal, steak tartare? On the breeze from the window, a dripping sound. Grace Emmerson sees Harold John, her boss of 10 years, slumped in a corner…
What question do you ask yourself when you read this? I imagine you thinking ‘What’s happened here?’ but you can let me know if otherwise…
This could open a news article, a work of fiction or a presentation even, aiming to create drama and grab your reader’s attention. Whatever you’re writing, Stephen King homage, technical spec or marketing video script, your writing will succeed when you hold your reader’s attention in thrall.
On Halloween then, here are some tips to thrill your audience in your writing.
Be An Attention Engineer
At the excellent Killer Women Festival run by London female crime writers, Erin Kelly took us through how to create suspense, emphasizing the importance of sensing what questions your readers will be asking. Whatever you’re writing these three questions matter:
You may not be addressing these three questions directly in your work, but you need to have answered them in your head. And when questions are answered for your audience, then new questions need to be posed. Getting to the key questions is the cruncher.
Like this example from a book review in the Atlantic magazine:
Play With Your Readers
Misdirect them, puzzle them and surprise them. If you love Gone Girl and The Girl On The Train you’ll know that at least the first half of these thrilling novels are misdirects. We think someone’s done something heinous, but we’re not quite sure… I’m currently reading Tammy Cohen’s excellent When She Was Bad, about half-way through, and a character has drunk some coffee which has a violent effect on his innards, which he believes is down to deliberate contamination… If so who’s done it, I wonder, and why?
If your writing in any form has what’ s known as a ‘baggy middle’ can you give it that shot of poisoned caffeine?
Create Sufficient Threat
Whatever you’re writing too, there must be sufficient threat to a featured character, for it to matter. Or indeed to ourselves, the readers.
So if a business is threatened by change for instance, you need to show just how much they value what is under threat. Sometimes a gripping headline is all your writing needs to convey sufficient threat:
In business writing, personalized case histories can help illustrate threat, as shown by Abbi Whitaker on Forbes.com:
This threat can be delivered with shocking suddenness as fear supremo, Stephen King describes here: “No waking or dreaming in this terminal, but only the voice of the writer, low and rational, talking about the way the good fabric of things sometimes has a way of unraveling with shocking suddenness. He’s telling you that you do want to see the car accident, and yes, he’s right—you do. There’s a dead voice on the phone…something behind the walls of the old house that sounds bigger than a rat…movement at the foot of the cellar stairs. He wants you to see all of those things, and more.”
What do you want your readers to see this Halloween?
Isn’t life grand when an accident becomes an opportunity?
A start-up tech company hired a freelance writer friend to create some news blog posts for them. Now this friend is canny, so she negotiated her fee upwards based on her network of tech PR specialists and journalists. She would be doing some of the connecting for the client.
But, when her network read the posts, they said ‘Nothing new here, nothing to get excited about’. When she told the client, they were disappointed but also grateful. She’d saved them time and money, pursuing an idea which was going to be a hard sell. So she didn’t get shot, but paid…
And now she’s establishing a reputation in this sector as an ace traction-detecting copywriter, for new ideas.
So first step to increasing your value is:
That is, the chattering classes of PR and journalists who specialize in your type of writing. I can think immediately of three students of mine, whose targets for this would be left-wing campaigners, alternative health experts and establishment politicos, for instance. You will have something they want – news and opinion – and they will have something you and your clients need – feedback.
I know I don’t need to tell you how useful Twitter can be for tracking down PR experts and journalists – and you can store their handles in a list.
Book publishers Hodder Headline recently set up a site for book bloggers to connect with new titles and review them: Bookbridgr, endorsing how useful the blogosphere can be for marketing. Here’s another site that links book authors directly to bloggers: Bookbloggerlist.
If you’re floundering as to where to start hunting down bloggers, then Alltop, which agregrates websites and blogs in every subject matter, may help.
At a writing festival recently, thriller writer Matt Johnson suggested that book blogging can be a good way to get a manuscript seen by publishers, when they already know and like the way you review.
In this blog, I write partly for freelance writers, often starting out on their careers. So on the whole, you don’t have a lot of disposable cash…Forgive me, those of you are loaded.
But my cv and online courses are evidence of knowing something about writing, so this means I’m asked to provide consultancy services to government and on and offline teaching media to institutions. They are people with reliable cash in this niche.
While these clients are not necessarily the sexiest, they are usually stable and trustworthy. And the other consideration is that while these clients are not spending their own money, they are often prepared to invest in high quality writing, which will make them look good and endure.
How do you meet these people? Well, keep an eye on conferences and meet-ups in your sector which have a government and institutional bias, or if you’re seeking PR and marketing professionals in your sector, then do the same. Check out Eventbrite and MeetUps in your locality.
Sam, a freelance writer friend, has an admirable technique. He’ll say: Obviously I’ve bread to put on the table, children to school and dogs to worm, but may I ask what is what is the top rate you’d consider for this job, and would you be so kind as to consider paying me this?’ It works like a charm, he says. Gentle humour can be a great way of dispensing with embarrassment…(the embarrassment could be just a Brit thing, so please ignore if it does not apply to you).
You’ll find more on market rates in this post.
To be truly helpful to a client as a freelance writer, you need to know what their overall goals are.
When Finn stared blogging for a HR dept, he suspected it was just ‘something we feel we should do’. But as the client got to like his work and ideas, she told him the company was most interested in the online education potential of HR. So Finn suggested some E-Book and video ideas, which got commissioned. He quickly had to find a freelance team who could help him with production aspects beyond his skills.
Many effective executives are too busy with their day-to-day job concerns, to poke about in online potential and creative ways to explore this. You can do this for them. The demand is there, as this article shows, with Business Writing coming in quite high on the list.
The upside of having an idea-supplier relationship with your client, is that you no longer need to sell yourself to them. You can use enthusiasm and your latest discovery instead. What this means though is that you have to be quite nifty at finding out what new ideas are emerging and how they work. You’ll need google alerts to the most newsworthy sites in your sector, and you’ll need to decide where to upskill yourself and where to outsource to other freelancers. And you’ll be helping your clients move forward bringing both business and relationship value to your collaboration.
It makes me think of that old saying about luck being the result of preparation and opportunity.
Fascinated with business writing and speaking skills, his recent post: ‘Um and Like and Being Heard’ caught my eye.
Now the art or analysis of using role models effectively in any context, is to work out what they do. Not how they are or the effect they create, but what they do, that is, their actions, described as verbs. When you use this sort of behavioral analysis, you give yourself scope to use these actions yourself, if so inclined..
So what is it Seth does to be brilliant?
Well he is ace at asserting and warning, opening this post with the lines :’You can fix your “um” and you probably should’.
He goes on to do a neat job of contextualizing his subject matter:’For a million years, people have been judging each other based on voice. Not just on what we say, but on how we say it.’
Then Seth goes on to help us:’Talk as slowly as you need to. Every time you want to insert a podium-holding stall-for-time word, say nothing instead. Merely pause.’
Followed by a final masterstroke:
‘The best part: Our default assumption is that people who choose their words carefully are quite smart. Like you’.
This is a masterstroke, because he compliments and rewards us, so we’re left with a warm fluffy memory of this post, in our parting neurons.
So Seth makes this particular sauce when he warns, asserts, contextualizes, helps and rewards us.
But I wouldn’t be doing my job properly if I didn’t add a bit of contextualizing, too. Seth is wizard at headlines ‘Um and Like and Being Heard’ is one that stops you in your browsing tracks. And of course he’s written some bold and brassy books. His own branding, of wise wizard of creativity in marketing, is impeccable.
Pardon me if you’ve been smart enough to work this recipe out for yourself – and by the way, where do you think Seth gets his eyeglasses, please?
ps: Sign up here if you’d like more lessons like this.
For course students at Udemy and Learning.ly, here’s an update on some recent new leads I’ve come across, to find freelance writing work.
Then a site – anonymous and crowdsourced, but not too populated currently – listing publications and rates for writers:
Who Pays Writers.. Handy for setting those all important rates.
Next some grand straight-talking advice about how to earn a living from your writing at Writing Revolt.com . Jorden Roper, who runs this blog also has a copywriting business here – and I think her advice is excellent…Focus on your niche, and hang with marketing people, as well as fellow writers. Warning: If you’ve sensitive ears, on her personal site, Jorden is sweary.
Just like to thank you all for being students, remember you can ask me anything anytime – and happy hunting and happy writing!