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Saturday, November 18, 2023

Advertising for freelancers – the way to do it proper

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There are plenty of freelancers on the market. In 2021, a million Australians have been freelancing (from the Australian Bureau of Statistics) whereas in 2022, the UK had 2 million freelancers (Micro Biz Magazine) and the US had a whopping 70 million (Demand Sage). Clearly ‘freelancer’ is a broad time period and writers make up solely a share however that’s nonetheless lots of people writing for a residing. So, you have to stand out for what you do – and be remembered for it – if you’ll construct a worthwhile, sustainable enterprise. That’s the place advertising for freelancers is available in.

What’s advertising for freelancers?

There are as many definitions of selling as there are freelancers.

For simplicity and relevance, Hubspot nails it: “Advertising is the method of getting individuals all in favour of your organization’s services or products.”

Advertising for freelance writers has 4 principal goals:

  1. Get recognized.
  2. Make connections.
  3. Persuade individuals to have interaction/fee you.
  4. Nurture relationships.

So, it’s advertising if you ship Letters of Introduction (LOIs) to potential purchasers or pitch tales to editors.

Connecting with individuals on LinkedIn can also be advertising – you’re getting recognized and making connections, and LinkedIn could be a good way to seek out excessive paying purchasers.

It’s advertising too, if you touch upon individuals’s posts in a real and useful manner, and if you submit by yourself socials. It’s all about individuals attending to know you.

Lastly, don’t neglect about nurturing ongoing relationships. As Lindy explains in this text, it will probably make  makes freelancing simpler and extra worthwhile,

But when it nonetheless feels a bit awkward, there’s one mindset change that make advertising for freelancers simpler.

The key to advertising your self that makes it higher for you, and to your potential purchasers

There’s a perception that advertising is about telling individuals how good you might be.

“Ugh”, say many writers, “I’m not good at self-promotion.”

However they’ve acquired it unsuitable. Advertising isn’t about self-promotion.

It’s not about you in any respect.

Advertising for freelancers is all about this: the individuals you hope will fee and publish your work.

It’s about an issue they’ve (sure, that’s an overused idea however bear with me – it’s additionally helpful).

Their downside is that there’s area to be stuffed and it’s on their shoulders to fill it.

I grew to become very accustomed to the ‘area to fill’ downside once I was producing for Australia’s Right now Present.  The manager producer warned me early on: “Morning TV is a ravenous beast that wants feeding each day. It takes a lot of content material to maintain it blissful and it’s your job to seek out it.” 

He was proper – and in at present’s digital world, it’s much more pronounced.

Content material advertising is rising.

Companies have now joined conventional media within the publishing recreation – utilizing content material advertising, comparable to weblog posts, white papers and electronic mail newsletters, to extend their gross sales and improve their status.

By 2022, the significance of content material to B2B advertising continued to develop, in line with a international survey by the Content material Advertising Institute and almost half the entrepreneurs surveyed have been anticipating a rise of their content material advertising price range in 2023, in addition to new content material producers to be employed or contracted.

That’s nice information for you, as a contract author – however provided that these advertising managers learn about you and what you can do for them.

Conventional media is altering, not dying.

Whereas companies need extra freelance writers, so do many newsrooms and magazines who’ve been chopping their workforce to scale back prices however nonetheless want tales written.

And identical to companies, they’re outsourcing work to freelancers who can present they’re as much as the job, in line with this Forbes article.

That’s why, even in the event you’re beginning out, you have to present that you’re as much as the job.

Advertising for freelancers 101

Freelance writers typically flip to social media because the place to get themselves recognized, and it’s actually a superb avenue for outreach.

However to rely upon social media, for writers specifically, is usually a threat.

As we’re seeing with Twitter (one of many prime social media platforms for writers), the adjustments introduced by new proprietor Elon Musk has many freelancers fearful that it’ll stop to be an efficient place for them.

Nevertheless, there’s one platform that can at all times be there for you: your individual web site.

Having a spot that’s underneath your management, not like social media, means there’s at all times someplace individuals can discover you on-line. Your social media profiles and posts can level individuals to your web site to be taught extra about you – it doesn’t matter what is going on within the Twitterverse or wherever else.

And whereas it may be difficult to jot down your individual web site copy, it may be carried out in a manner that exhibits your experience and your character in your individual manner.

Get began, or impressed to make adjustments, by trying out different writers’ web sites. It’s a great way to get clear on the way you need your skilled persona to return throughout (and equally, what you don’t need as a part of your on-line identification).

Get impressed by these nice author web sites

There are many web sites the place writers reveal who they’re and what they do with readability, confidence and a flavour of their character.

Those beneath have been chosen as examples throughout completely different sectors in addition to completely different approaches.

Some are playful and others extra restrained, however all promote their strengths – which is what your web site must do.

Ben Goldfarb, Environmental Journalist & Creator

Isabelle Drury, Sustainability Author

Caroline Gibson, Content material & Copy Author

Fleur Bainger, Journey Author

Rebecca Douglas, Author & Editor

Louise Wedgewood, Well being Author

And naturally, Lindy’s personal freelance author web site, cited by many as one in all their favorite author platforms.

Another reason why you need to be advertising your self

It’s the one factor I haven’t talked about but and it’s all about you.

You’re the hidden viewers to your personal work and the one who must consider in your self most of all.

In line with enterprise coach Dan Sullivan, our best responsibility as enterprise homeowners is to guard our personal confidence.

That doesn’t come from doing affirmations, preserving a gratitude journal or different self-motivation actions (though they may help – I exploit and advocate for most of the optimistic considering methods).

However when your confidence is having an off day and also you’re channelling Eeyore from Winnie the Pooh (“The sky has lastly fallen. At all times knew it could”), you want proof that, sure – you can do that.

Advertising is your proof, particularly an internet site that lays out your credentials and expertise for all of the world to see.

When you begin to form how others see you, you’ll start to consider it your self.

Fast wins for advertising your self as a contract author

Advertising doesn’t should take over your life. 

Begin by reaching out to individuals on social media each few days, giving them an expertise of you thru feedback and connections.  There may be nice worth in constructing relationships earlier than you may have one thing to supply.

Verify your digital presence usually, ensuring web site and social profiles present the perfect and most present you:

  • Your identify is simple to seek out. Sounds apparent however there are many web sites/social profiles that don’t have, or make it exhausting to seek out, the identify of the individual behind the enterprise.
  • There’s a photograph of you. It helps foster connection when individuals can see you.
  • Preserve your awards and {qualifications} updated. And be particular – ‘award successful author’ doesn’t say a lot (Right here’s one approach to do it).
  • Be certain it’s clear what your providers are and the way individuals can get in contact with you.

Lastly, it may be helpful to maintain ‘skilled you’ in a digital folder (maybe labelled “Wins”) with:

  • Instructional {qualifications} and awards PLUS
    • An inventory of different achievements together with volunteer roles and programs you’ve carried out.Testimonials and good issues individuals have stated that reveal what it’s prefer to work with you. Complimentary phrases and phrases can beef up your bio and About or Companies web page. Keep in mind to ask permission and attribute the quote.
    • An inventory of labor/ writing that showcases your talents, together with writing that makes you proud whether or not or not it’s inside your area of interest.

The folder is extra for you than anybody else. It’s simple to neglect wins – that is the place to be reminded of them (and credit score to author and marketer Sonia Simone for the concept).

Hopefully now, you’ll be extra comfy and assured about advertising your self.

Advertising is about serving to the individuals who want what you do to allow them to discover and get to know you.

It’s not simply in regards to the work you possibly can produce, nevertheless it’s additionally about giving them an thought of what it could be prefer to work or do enterprise with you.

It’s not about making your self look good.

However relatively, it’s about what you are able to do for them, and if you hold that on the entrance of your thoughts, it makes it simpler to know the way to market your self and excel at it.

Concerning the author

Sherene Strahan has 30+ years in journalism and content material creation.

Today she is a contract author and content material coach, exhibiting girls with a solo enterprise or aspect hustle the way to create content material that feels good, seems good and does them good. She could be discovered totally on Instagram and at her web site, sherenestrahan.com.

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