Secrets of a Freelance Writer: How to Make $100,000 a Year or More by Robert W. Bly

This week's book is “Secrets of a Freelance Writer: How to Make $100,000 a Year or More” by Robert W. Bly. Though a bit dated (it was published in 2006 and some website links are broken) I still learned quite a bit and would recommend it to any writer. It is also one of the few books devoted exclusively to commercial writing, judging by the shelf at the local library. Here are a few insights I picked up.

Even beginners can succeed.

Particularly in a bad economy, it's tempting to think that only the ultra-qualified can make it on their own. But, drawing on decades of experience, Bly gives us a picture of the commercial writing world that will surprise most readers. For one thing, he claims that clients generally fall into one of three categories.  A third of clients are just checking whether you're reliable and dependable when they call you. These are the best prospects for beginners.  The other two thirds will be much harder to get, but you may not want to work with them anyway.  One of these groups will ask for mountains of relevant samples.  Here is the example Bly uses:

"This is the prospect who, if she needs an eight-page brochure on a new ambulatory-care unit for a local hospital, asks you, 'Can you send me any samples of eight-page brochures you've written for ambulatory-care units for local hospitals?'  They are looking for a sample to clone--not a real writer--and may not be the type of prospect you want to work with anyway."

The last third will ask for samples, but are "primarily concerned with knowing that I am reliable, capable, and can do the job on time and within their budget."  Over time as you gain more experience, you will probably want to add this group to your client list.

Accountants are worth it.

As a freelance writer, you will almost certainly be pressed for time, and doing your complicated taxes is probably something you aren't good at nor enjoy. You should spend a good deal of time on self-promotion, especially early on—at least 20%, and more if you're just starting out. Add to all this the fact that nothing is going to be withheld for tax purposes and the calendar quickly becomes full around tax day.

“Remember, the checks you receive from clients represent income you still have to pay tax on. You need to have enough cash on hand to make estimated quarterly tax payments, plus any extra you owe on April 15.”

It's also less clear where your money should be invested, thanks to tax laws that “...have taken away some of the advantages of SEP, IRA, and other retirement plans designed for self-employed individuals...” Let the accountant deal with this headache so you can focus on drumming up business and the writing itself.

What do freelance copywriters do?

When I picked up this book, I had no idea that this market even existed for freelancers, and neither did anyone that I had talked to, some of whom had been published before. The word “writer” brings to mind a friend that's been working on a movie script for years or someone struggling to publish a magazine article here and there. But in fact, Bly lists dozens of projects for which a company might turn to a freelancer, including ads, direct mail, promotional articles, manuals, presentations, speeches, even fliers and posters.

Why would someone hire a freelance copywriter?

It might appear that a relatively well-funded organization like a large company would have plenty of staff for their writing tasks and would never look elsewhere. But in fact, Bly lists nine reasons why they might be dissatisfied. These include overwork, under-staffing, quality, lack of expertise, and the need for a fresh perspective. “'There isn't a market for our services all the time,' says freelance copywriter Bob Westenberg. 'But you never know someone just got disenchanted with a supplier, or received an overblown bill, or whatever. And suddenly they're ready to go try someone else.'”

What should you do if a client doesn't pay?

Many clients will be slow to pay because corporate decisions need approval from a lot of different people. It may be 30, 60, or even 90 days before you get paid. However, if they genuinely can't or won't give you what you've earned, this book makes it easy to deal with. First, prevent it from happening by demanding half of your fee up front and having a contract. After the project, send a series of reminders at certain intervals, with the last resort being a collection agency. This book tells you both when to do these things and includes samples of all the relevant documents. Without prior experience, it can be so easy to get taken advantage of, and this book removes another formidable obstacle.

Client conflicts

With literally millions of potential client businesses and organizations in the US alone, you're bound to disagree with a few of them. To keep the client satisfied, the best thing is to be thorough and prepared. To that end Bly supplies many sample documents, one of which is a detailed questionnaire that you can mail to every client and get your hands on any relevant product information and resources available to you.

He also emphasizes that the best way to avoid troubled relationships, e.g. because their approach is too conservative, they demand too many meetings, etc. is to screen them out ahead of time. He also covers what to do if the client is slow in paying, can't pay at all, or sets an unreasonable deadline. This is an extremely useful section if you're a little confused on the business side of things, as many inexperienced writers may have no idea what to do in unfamiliar situations like this and back away from an otherwise excellent career.

Most effective self-promotions

The range of self-promotions available to the freelancer is almost as diverse as the array of projects. Some, though, only work once you have gotten leads or clients, such as newsletters and testimonials. According to the author, the most effective promotion is generally direct mail, but he also gives a few examples of unusual promotions that have been effective, such as one writer who mails only a postcard, or a telephone hotline that informed prospects about him or gave access to recorded mini-seminars. Don't be afraid to try something new.

Types of clients

In the chapter called “Finding Your Markets,” I learned that the type of organization you want to target varies depending on your industry—e.g., you may not have much luck with advertising agencies if you are a medical writer—but there are six major markets for freelancers. These are “corporations, small businesses, advertising agencies, public relations agencies, graphic design studios, and audiovisual producers.” The first three make up 90% of the market.  Bly goes on to say that many freelancers also work for associations and for various levels of government.

I'd recommend this book to any writer.  There are other opportunities that pay better than magazines, and you shouldn't let mountains of pessimistic writers' books discourage you.