The strategies for freelance writers

Freelancing for a living can be tough, though those who succeed find it rewarding.

On Aug. 5, SABEW hosted a telephone panel discussion of the challenges of freelancing. Sean Ludwig listened in and provided this summary (a recording of the discussion is available here.) Ludwig is working this summer at Standard & Poor’s after graduating in May from the University of Missouri.

The moderator is Cliff Cumber, business editor of The Frederick (Md.) News-Post.

Cumber: Tell us about living as a freelancer and the economic difficulties.

Greg Daugherty, executive editor at Consumer Reports and author of You Can Write for Magazines: It's a tough way to make a living. It can be fun as a part-time thing, but actually making a living from it can be a scramble.

Maya Payne Smart, whose articles have appeared in Black Enterprise, Black MBA, Crain’s Cleveland Business, GSA Business Journal and numerous trade and custom publications: I treat it as a business. As I get older, I act like this is a business through and through. Writing and editing are important parts of freelancing, but one of the biggest parts is acting in a highly professional manner.

Ann Marsh, former staff writer for Forbes, who writes the Money Makeover column for The Los Angeles Times and whose work has appeared in The Boston Globe, Business 2.0, Business Central Europe, BusinessWeek online, Fortune Small Business and more: Half of your time needs to be devoted to marketing yourself. Journalism entrepreneurs are just that – entrepreneurs.

Cumber: If you are a new to freelancing, how do you find work?

Daugherty: In magazines, you need to translate the expertise of what you have done previously and use that. You should specialize.

Smart: Often, editors are willing to take a chance on young, enthusiastic writers. I was able to use my alumni chapter. I used my school connection to find work. Once I built my portfolio, I expanded whom I wrote for. I sent inquiries about work with links to my latest stories. I would also recommend attending conventions, where you can expand whom you network with.

Marsh: Networking is really important. If you are trying to freelance, you probably know other people in the industry. So much of my work has come from people I know or people they know. Also, I have had a lot of work from cold pitching. If you are going to cold pitch, know the contents of a publication well. If someone rejects your cold pitch, treat it as if you are a step closer to getting work with that editor or publication. Use that established relationship and cold pitch again.

Cumber: How do you approach pitching?

Daugherty: Go to the editor with a good, thought-out idea. Understand his or her publication. Do not pitch over the phone – it is the worst way to do it. Introduce yourself in a letter or an e-mail first.

Smart: I don't have much experience with cold pitching. I just find people who want to assign things to me. I did some brief pitches at a conference I was at last week I wrote brief, lede-like pitches and gave them to people at the booths at the conference. That went a long way. But I am learning how to do deep pitches, and I feel it is the way to get to the next level.

Daugherty: Someone who shows no understanding of a publication is immediately out the door. When you introduce yourself or pitch, show understanding of what the publication is about, why you should be writing the story and show why it is timely (why it should run a few months from now, in the case of a magazine). Most editors like having people they can turn to. But most editors are open to trying new people too. Notable freelance writers have just a few clients. You have to build a good relationship and go from there.

Cumber: Do you try to cover a broad spectrum of writing? How do you determine what writing you do and what publication you want to write for?

Smart :I have tended to target places I really wanted to work for. I know an individual who just does cold pitches and has been very successful. I did manage to get a story published in Oprah Magazine. Here is a strategy, which was taken from my cold pitching friend, that works. Make hard copies of your best clips. Tailor an introduction letter to send with those clips. Send it FedEx overnight, so editors will take a look at it. Anything sent FedEx overnight will get a look. If they call you, which they will if it is a good package, ask to meet them in person at their office. I got a meeting with an editor at Oprah and had 10 pitches for the magazine ready to go. The editor liked and took my 10th pitch.

Daugherty: Along those same lines, editors are more comfortable with having a correspondence with you if there is an established relationship first. When you introduce yourself for the first time, the paper (non-electronic) method is the best way.

Cumber: What benefits are there to having a Web site?

Smart: I have a Web site. My site symbolizes my professional image, like a storefront sign advertises a store. It's how I represent myself. An editor I met at the conference last week saw my business card and said they knew my Web site. When I am having a challenging time, I can look at my Web site to remind me of all the things I have done. But more important than having a Web site is being put in freelance directories. That is a place where editors will find you. Then, they will find your Web site.

Cumber: How do you work through hard times as a freelancer?

Marsh: Persistence. You have to ride through the hard times. I often realize there is serendipity, though. I've been doing a lot of corporate writing and because of the economy, that has tapered off. But then other work came. Sometimes a little luck will come your way. This reminds me of being a staff writer. As a staff writer, you always have a paycheck, so there is not as much uncertainty. But staff writing jobs have decreased significantly.

Cumber: How often do editors turn to regular contributors?

Daugherty: We've had columnists and regular contributors. It's a comfort to have them and to be one. But don't get too comfortable. You have to keep marketing yourself even at your busiest. When I was freelancing, I would assign myself work if nothing was happening. I had personal projects that kept me busy and eventually I was able to sell those.

Cumber: What advice do you have about contracts? Are agents involved with that process at all?

Daugherty: Agents are not usually involved with magazine writing anymore. Big-name writers sometimes will have an agent, but there isn't enough money in magazine writing to attract agents to it, usually. As for contracts, read them carefully. Are you selling all the rights off? These arrangements aren't always the best for writers. Retaining some of the rights to your work is important. Also look out for indemnification clauses. See if the magazine is only protecting itself from being sued instead of protecting both you and the magazine.

Smart: Reselling your work is good. I try to retain the rights to my work and make it exclusively available to the publisher for 90 days in North America. Then I try to sell it elsewhere. I have a lawyer review contracts.

Marsh: When I did some work for BusinessWeek, their contracts were incredibly restrictive. They wouldn't allow me to write for another business publication while I was working with them, which would really hurt my ability to work. I have a literary lawyer look over my contracts because I want to be protected.

Cumber: What is the importance of blogging? Have you blogged?

Smart: I attempted to blog, but I found it wasn't best suited to my skills.

Marci Alboher, columnist and blogger for The New York Times and author of One Person/Multiple Careers: A New Model for Work/Life Success: I blogged before I was blogging for The New York Times. That's why they wanted me. I think blogging is important for freelancers. In my role, I am freelancer for the Times. And I think we will see more of a trend toward that.

Cumber: Are there are there any issues with editors stealing a freelancers' proposed idea?

Daugherty: I'm sure that it has happened. But I don't think it happens often. You can't do much to protect yourself. You have to enter into a conversation with an editor in good faith. But if it is the blockbuster story of the century, I would be careful.

Alboher: Your initial pitch should be well-written. That should gain the editors' trust and eliminate the stolen-ideas problem.

Cumber: What opportunities are shaping up on the Web and how is that changing?

Alboher: There are more opportunities online than in print now. If you follow demographics and pay attention to how the market is changing, you can see this.

Marsh: Online does have the best opportunities. I have four steady clients. Half are online, half are print. The online number will only likely increase from this point.

Cumber: What are your thoughts on developing a column?

Daugherty: If you have a certain expertise, this is an important aspect. It's important to take note of using first-person well and using humor. Write some sample columns and send those around. Use those to try to stir up interest.

Alboher: If you want to write a column, I would advise blogging. When they hired me, they specifically needed a blogger. Be flexible in this. If they want to change it a little, go with it. The Times asked if they could put parts of my blog in the Sunday Business section, and in turn, I started writing more for that in my blog. Also, when I did a book tour, I acquired a mailing list. I emailed a newsletter that I wrote to those people and to editors. They look notice of this and liked the way I marketed myself.

Cumber: What have you done about health insurance?

Smart: I'm covered by my husband. Before that, I paid for it out of my pocket. Some use mediabistro.com's AvantGuild to get coverage.

Marsh: I get mine directly through Blue Shield of California. It is not the best set-up. There is a high deductible. But most expenses I pay for out of pocket. It's just something I have to deal with.

Smart: Also, purchase an ergonomic desk, chair and keyboard. Work out. These things will keep your energy up and better your health.

Alboher: I get my health insurance through the New York Writers' Workshop. A lot of writers also teach and if they can get health insurance through an institution for less, then they should try to do that.

Cumber: Do you tell sources that you are a freelancer?

Smart: I don't tell sources I am a freelancer. I just identify myself as Maya Smart with so-and-so publication.

Marsh: I do that as well. That usually takes care of it.

Cumber: A lot of editors are unresponsive to freelancers these days. What can you do about it?

Daugherty: Calling an editor will especially turn him or her off. Writers also have to be especially polite, even if editors are not.

Smart: If you are having trouble, do not overlook trade publications and association magazines. They often pay well, even if it is not glamorous.

Marsh: You need to build relationships over time and use them every way you can.

Cumber: How important is it to attend conferences? What conferences are best to attend?

Smart: Last week, I attended UNITY in Chicago. Four minority journalists’ organizations were there and it attracted a lot of writers and editors. I used it to sell myself. There is another conference with freelancesuccess.com that I will be attending. I anticipate that it will be a worthwhile event with a lot of face time with editors.

Alboher: The American Society of Journalists and Authors conference can be a really good experience for freelancers from all levels.

Cumber: Final thoughts?

Daugherty: For those freelancing part-time, be careful. Don't let it overshadow your day job and get you fired. Get permission from your boss, and try to get that in writing. Freelancing can be a lot of fun and can give you a lot of freedom.

Smart: Target the market you are interested in. It's OK to turn down assignments. It can be good for you economically to turn things down, especially if they are bad about payment. Make a list of things you love about freelancing at the beginning of your career and look at the list again if you are feeling discouraged.

Posted Aug. 7, 2008