My So-Called Freelance Life - Michelle Goodman [80]
PLAY EMCEE. In addition to helping plan a number of panels on writing at Northwest Bookfest, I offered to moderate a couple of them, which basically entailed greasing the conversation onstage and which put me in contact with some leading industry players in my region. And in the late-nineties dot-com heyday, I was paid to write a weekly column on freelance web writing opportunities by a well-known website about—you guessed it—web content (also now retired), which meant I had to find and interview countless hotshot new web companies, several of which became my clients in the process.
Anytime you have the chance to interview, moderate, host, or otherwise rub elbows with experts in your field on more of a peer level (as opposed to the gal who simply hands them a water bottle before their talk gets underway), you have the chance to make a lasting connection. When you do meet these experts, play it cool. Ask them about themselves, their work, or their philosophies rather than bulldozing forward with “OMG, it’s so totally unbelievable to meet you! Can I send you my demo/manuscript/portfolio so you can help me get an agent/a book deal/a job?” If you listen, you’re bound to get some invaluable tips. If you’re gracious, you may even get their card or an invitation to contact them with additional questions.
SHOWCASE YOUR TALENTS. In 1997, Nikki McClure created a 1998 wall calendar during the span of a month, ran off a few hundred copies at Kinko’s, and wound up selling 300 copies between December 1997 and January 1998. “I don’t have a portfolio—my calendar is that,” Nikki says. “All these creative professionals are getting it as gifts, so I’ve been getting all these jobs from that.” But her calendar is so much more than a calling card or portfolio. In 2008, her annual calendar sold 17,000 copies. On BuyOlympia.com, her calendar sells for $16.00. Even with her distributor taking a cut of the profits, this is one promo tool that pays for itself a bazillion times over.
FAKE A BLOG. As I mentioned in Chapter 5, blogging is a huge commitment. But you don’t have to start a blog yourself to drive additional traffic to your website. Instead, you could publish a monthly or quarterly e-newsletter using software like ConstantContact.com (starts at $15 a month for a 500-email list; as I write this, there’s a free 60-day trial offered). Or you could write an op-ed piece for your local newspaper or industry publication, or write a guest blog post for a well-read blog in your field. Don’t just write a public service announcement for your freelance business; instead, write about a hot trend in the field and offer as many tips as you can. Be sure to include your web address at the end of any articles or guest blog posts you do so people know how to reach you.
PAMPER YOUR CLIENTS. Photographer Anne Ruthmann spends all her marketing dollars on complimentary, handbag-size brag books she makes for her clients of her favorite images from their wedding day. “I could say up front that it’s included in their package, but it’s way more fun for them to be surprised and excited about it,” she explains. It’s also a nice touch that lands her a lot of referrals.
While many freelancers send their clients cards, candy, booze, and other treats during the year-end holidays, you can really give them something to remember by sending them a book for their birthday, bath salts for Valentine’s Day, Girl Scout cookies in March, or any other offbeat gift during an unexpected time of the year. Just be sure your client doesn’t work for an organization that has a no-gifts policy; I recently had two clients at a Fortune 500 company politely decline gift certificates I sent them for this very reason. (Awkward.)