I have good news and bad news.
First the bad news. The Freelance Pro is going away. There are only so many hours in the day, and I have so many projects going right now, I am unable to keep up with this blog on a day-to-day basis. Something has to give and this is it.
Now the good news. I’m starting a blog over at my main business Web site, Direct Creative. For those who are professional copywriters or designers (or those who want to be), this may end up being a better venue to learn the ropes, since I’ll be talking shop in a much more personal way.
And if you’re into direct marketing, advertising, or any type of business communication, it should prove to be an excellent place to pick up tips on getting better results from your advertising and marketing efforts.
If you need more incentive, try this: I’ll be interviewing some of the top freelancers in the direct marketing world in the coming weeks, including Bob Bly, Ivan Levison, and Alan Sharpe. They’ll reveal their secrets for success, provide tips on doing better work, and share their predictions for the future of business.
I’ll leave The Freelance Pro up for a while for what it’s worth. But I encourage you to visit the new Direct Creative Blog and sign up for the RSS feed. I’d also suggest that you sign up for my free newsletter, since I’m offering a free report to all new subscribers called 99 Easy Ways to Boost Your Direct Mail Response.
Wow! My Site Tune-up Is Showing Results.
Alexa is a Web information company that tracks and ranks Web sites worldwide. On their home page, you can enter a Web address and see where that site ranks in relation to millions of other sites.
When I began my site tune-up last month, my site was way down into the two millions. Ignoring my site for several years had done a lot of damage and this low ranking was the result.
Over the last few weeks, I got to work revamping elements of my site. I didn’t think there would be any quick or radical effect, but when I checked my rank on Alexa today I was surprised to find that my site had rocketed up to the 1.3 million spot. That’s an increase of well over a million positions.
This rank isn’t exactly newsworthy, since it means there are over a million sites with more traffic or a higher rank than mine. But it is noteworthy given that this represents an increase in rank of around 50 percent in a few short weeks.
So if you have ever doubted whether optimization of your site was worthwhile, put your doubts to rest.
Oh, and now when you do a search for direct mail copywriter or direct marketing copywriter, which is the business I’m in, my site is no longer down around page six. I now show up at the top of page two. Not bad for a few weeks’ work.
Will this make any difference to my business? You betcha. Most people don’t look past the first couple of pages when they’re doing a search. I’m already getting calls from people who have never heard of me before but saw my site after doing a search.
How I Gave My Freelance Site a Tune-up
You’ve heard the saying about the cobbler having holes in his shoes, right? Business people are often the last to take their own advice. And I’m as guilty as they come.
Seven years ago, I dumped my dorky old Web site and created a new site from scratch. Since I like to do things the hard way sometimes, I did it all myself. I wanted to learn HTML and other Web stuff because I knew this would become more and more important in my line of work.
So I bought a book on HTML, sketched ideas for my site, created graphics, took photos and did a little Photoshop magic, and I cranked out a new site. It was light-years ahead of my previous site and began generating business right away. I found that it did its job so well, I no longer had to send out samples or answer a lot of questions when potential clients called me. They were pre-sold and ready to do business.
The site was successful. Too successful. Because I became complacent and ignored the site for years afterward. The result? My site took a nosedive in Google search rankings and traffic stagnated. It kept on working, for sure. I had links coming in from all over the place for several of my articles and pages, especially for an article on weird postal experiments which I reprinted with permission from another writer. So despite my lack of attention, people managed to find my site and call me with business.
But by ignoring my own site, I threw away loads of potential profits. Recently, I wised up and decided to take a hard look at my site and see what could be improved. Click to continue…
Book Review: Solo Success
It’s hard to find really good books on freelancing. Most are written by people who just want to write a book rather than provide helpful information.
Solo Success: 100 Tips for Becoming a $100,000-a-Year Freelancer
pick up copies cheap on Amazon
Why do I like this book? Mostly because Perlstein comes off as an honest guy who genuinely wants to help other freelancers. He didn’t write the book to brag about how much money he makes or simply to create a trophy piece to wave in front of potential clients. He shares loads of practical know-how about the day-to-day issues you’ll face when you set up shop as a freelancer.
He covers all the basics, such as creating business cards, setting up files, and finding the right office space. And he moves through essential subjects such as setting your rates, getting clients, client management, and billing and collections. Click to continue…
What a Successful Freelance Web Site Looks Like
A Web site is a reflection of the person who created it.
When you see a disorganized site, you can infer that the owner is probably disorganized. When you see a site that is loaded with photos of cute puppies, you can infer that the owner either has a dog or at least has a love of canines. For many people, the Web has become their face to the world. It is far more expressive and revealing than anyone could have imagined when it was being created years ago in a university as a way to share academic information.
Back then, it didn’t matter what you posted. Only a very select group would see it. But a little over a decade ago, when the Web began to become commercialized and opened up to the general public, everything changed.
What you post now is potentially seen by millions all over the world. You can get more exposure on a Web site than you can appearing on the evening news. This has raised the stakes significantly and has made creating a Web site a make or break task for many people, including freelancers.
So far in this series, we’ve looked at the benefits of having a freelance Web site, the mistakes freelancers often make with their Web sites, (like putting puppies on your site), and the essential elements to include in a Web site for freelancers. Now I want to show you my own Web site and what I’ve done to make it successful. Click to continue…
Can Freelancers REALLY Make 6 Figures a Year?
I won’t keep you in suspense. The answer is yes.
There’s a lot of hype about this, of course. And unfortunately, the hype has caused many would-be freelancers to be cynical about their earning potential.
Some years ago, while speaking to a roomful of writers at a local conference, I encountered one young man who kept rolling his eyes during my presentation. When I asked if he had a question or comment, he told me that he just didn’t believe that you could earn lots of money from writing. He said it all sounded like a scam.
I can’t blame him for thinking that. I see all those “get rich quick” ads on the Internet too, and they make me roll my eyes. Freelancing is not a quick way to riches. You have to have skill. You have to be willing to work at it and stick with it, often for several years before you start earning big money.
But you can make a lot of money at it. I used to earn little more than five dollars an hour. And now I earn more like $500 an hour. That’s no scam. It’s just the truth.
But it begs the question: Why is it that most people never seem to earn much money from writing or design? Click to continue…
Announcing the Freelance Pro Library
I’ve created a new section on The Freelance Pro to list books on freelancing. I’m calling this The Freelance Pro Library.
There are quite a few books there now, but over time there will be even more as I find more titles to add.
You’ll find books with general freelancing tips, plus books specifically about freelance writing and design, as well as a few related freelance areas, such as editing or photography. I will also add books on consulting and small business, which offer skills and know-how you will need.
This should be your first stop when you’re looking for books about how to start and run a professional freelance business. Check it out.
The Elements of a Business Generating Web Site
Different freelancers will have different approaches to creating Web sites.
One will produce a huge site crammed with information, such as articles and checklists. Another will include lots of interactivity, such as polls or a blog. Another will want a lean, spartan site that is tightly focused on describing services or showing samples.
The diversity is good. You should always make your site fit your own specialty, personality, and the expectations of your prospective clients.
But the common thread running through all freelance sites is that they are (or should be) geared for generating work for your professional freelance practice. However, thinking “business” is usually the hardest part of freelancing for most people. Click to continue…
Listen to Dean Rieck Live Thursday at 2:30 p.m.
American Writers and Artists Inc. named me their “Copywriting Genius” for August and featured an in-depth interview with me on their Web site.
As a follow up, AWAI editor Sandy Franks will interview me live this Thursday, September 27, 2007, at 2:30 p.m. EST.
If you’re a copywriting freelancer, or want to be, here’s your chance to hear me talk about my behind-the-scenes creative methods that I use to drive my successful freelance practice. Even if you’re another type of freelancer, this could be an interesting hour with lots of tips for how to work with clients in the big leagues.
Here’s part of AWAI’s invitation letter sent to members: Click to continue…
Down and Dirty Tips for Getting Clients Fast!
Recently, I discussed what to do when your freelance business is slow. Those tips were helpful if you already have clients and an established freelance practice. But what if you’re just starting out? How do you get clients if you need work fast?
I don’t recommend that you put yourself into a position like this. But things happen, and you may find yourself needing to kick start your business. So here are a few ideas to consider.
- Work your referrals. It’s great to have people send business your way, but this takes time to work. To speed things up, simply ask people you know for names of potential clients. Contact these people and ask for more names. You keep working this chain of referrals until you find someone who needs your expertise. This won’t be to everyone’s taste. But if you’re persistent, it can work.
- Contact your “wish list.” Come up with a list of businesses you would like to work with and start making phone calls. You will probably need to talk to a few people within an organization before you find the right contact. Be pleasant and brief. Most people are willing to help direct your call if they know what you want. Don’t try to sell yourself to everyone, just ask for the person who hires freelancers. Once you reach the right person, confirm that they hire freelancers, very briefly introduce yourself, and offer to send information about your services. Later you can follow up to answer questions, set up a meeting, or schedule future contacts.
Hourly or Project Fees? How to Choose.
Fees are a difficult subject for most freelancers. And one of the most difficult decisions you face is whether to charge hourly or per project. There are advocates on both sides.
In the hourly camp are those who claim that charging for the time you actually work is the only way to be sure you are fairly compensated. It’s also familiar to most freelancers who have worked this way in full-time employment situations. You quote your hourly rate, track your time, and multiply at the end of the project. Simple.
But hourly fees have a downside. Neither you nor your client know what a project will cost. This can lead to some nasty surprises and uncomfortable conversations when it’s time to invoice. Also, the better you are and the faster you work, the less you get paid, which is inherently unfair. The most important negative is that hourly fees mean you are selling your time instead of selling your expertise. This can prevent you from attaining the higher professional image you want. Click to continue…
Are You Making These 7 Web Site Mistakes?
We are in the middle of a publishing and communications revolution. There has never been a time when it was easier or cheaper to put your message in front of a large audience.
Add to this the interconnectivity and search abilities provided by the Internet, and the possibilities for generating business for your freelance practice are staggering.
In a desk drawer, I have what remains of a box of floppy disks I purchased over ten years ago. I have no use for them now, but they were vital back then. As a freelance copywriter, it was the only way for me to send digital files to clients. I would save a file to the disk, put the disk in an envelope, and mail it. Two or three days later, the client would receive the disk.
My fax machine and phone were a lot more important then too. I would have to fax documents on a daily basis during a project. And communicating with a client meant calling them at their office (this was before cell phones were nearly universal) and usually leaving a message on a “machine” if the line wasn’t busy (this was also before voice mail).
Today everything is different. And the most different thing is how freelancers promote their business. Back then you’d have to print brochures and mail out samples. Today everything can be done on a Web site with a few lines of code. Click to continue…
How to Turn an Angry Client into a Loyal Client with One Little Word
It’s like getting struck by lightening.
You’re having a great day and then BLAM! Your client ambushes you at a meeting or starts yelling at you over the phone. Something is terribly wrong and you are in the hot seat.
What do you do?
Don’t panic! You’re human and there’s no way to be totally calm when a client is angry. But you need to keep your head clear. How? By remembering one word: ANGER.
It’s easy to recall, given the situation. Each letter gives you a step for dealing with the problem: Acknowledge — Nod — Guide — Execute — Retreat. I’ll explain each step. Then I’ll tell you how this word can help you turn your angry client into a loyal client for years to come. Click to continue…
10 Easy Ways to Instantly Energize Your Natural Creative Powers
Being a successful freelancer has a lot to do with your creativity. Creative thinking helps you solve problems, overcome obstacles, and find new and better ways to use your skills in a productive and financially rewarding manner.
You don’t think you have creative abilities? Nonsense. Everyone is creative to some degree. The only difference between those we call “creative” and everyone else is that creative people use and develop their creative skills. Often this is not a conscious effort, but a natural result of their personality and upbringing.
So it’s not a matter of “becoming” creative. It’s simply a matter of “energizing” the creative powers you already have. To a great extent, it’s a matter of replacing the bad habits that are holding you back with good habits that make you a more creative and productive thinker. Here are some suggestions: Click to continue…
9 Big Benefits of a Business Web Site
In the mid 1990s, I logged into my CompuServe account and created my very first Web site. It was a big deal, because the World Wide Web was fairly new to people at the time and I was probably one of just a handful of freelancers who had a site.
Of course, it was a complete waste of time too, since just a handful of potential clients were accessing the Web back then. It was cool to have a site, but not particularly useful. I don’t remember a single client who called me because of it.
Today, that’s all changed. Just about everyone has a Web site. Saying you don’t have a site is like saying you don’t have a phone or indoor plumbing.
But just because nearly every freelancer has a site doesn’t mean that every freelancer’s site is successful. Many have one for no other reason than everyone else has one. It’s often more a matter of not wanting to explain why they don’t have a site rather than finding ways to use the site to build their business. Click to continue…
101 Reasons Freelancers Do it Better
HR World has posted a fun list of 101 Reasons Freelancers Do it Better. It’s obvious the editors were having some fun with this, but there is a lot of truth in this list.
Here are some of my favorites:
5. Meetings about nothing.
25. Better pay.
30. You’re not stick with Crazy for the next 30 years.
36. Control freaks welcome.
45. No office politics. (Oh, this is a big one!)
60. You define your own future.
I’ve said it for years: I simply could never go back to a “regular” job. Freelancing has spoiled me.
Money Links for Freelancers
Whether you’re starting out or are an old pro, money is always a major concern in the freelance business. Unfortunately, most freelancers are not entrepreneur types. They’re more like “propreneurs,” or professionals who happen to be in business.
So it usually takes a special effort to deal with the business side of freelancing. Here are a few quick links on basic money management.
- Free-Lancing’s Office Side — General tips on financial management for freelancers from The Wall Street Journal.
- How to save money—really — A simple plan for starting to save money from your freelance earnings. Be advised that you’ll need to save more than the example given to pay your taxes.
- Freelance tax FAQ — A nice little Q&A on taxes. Not anyone’s favorite subject, but something you have to deal with.
- Selling Yourself On The Value Of Your Time — Learning to think straight about how time is money when you’re working for yourself. This could make you skip that extra donut break.
- Taking Payment with PayPal, Escrow and other Online Options — Primer on getting paid online and some of the drawbacks and things to watch out for.
- Putting A Price On Your Capabilities — A business writer’s guide to setting fees. Most of the principles here can apply to designers or other freelancers.
- Getting Clients to Pay Up — How to handle those times when a client is slow or negligent in paying your invoices.
Announcement: Copywriting Genius for August
I’m late in making this little announcement, but American Writers & Artists named me Copywriting Genius of the Month for August.
The interview is part of a subscription deal, so I can’t share it with you. But you can check out AWAI online. They have a wide variety of training materials for freelance copywriters. Plus, I’ll be doing a live interview with them later this month, so if you join you can hear me talk about some of the work I do as a freelance marketing consultant.
Voice Mail: How Not to Sound Like a Clown
“Hello, this is Bigtime Client. I’m out of the office. Please leave a voice message at the beep.”
*BEEP*
“Um, yeah. This is, er, um. This is Dotty Designer calling. I was, uh, just wondering if you, you know, got the samples I sent and, uh, well maybe you didn’t look at them yet because I know you’re busy, but they’re in a big red envelope and I, er, so if you like them maybe you could, uh…”
*BEEP*
The dreaded voice mail message. It’s intimidating and merciless. It can catch you unprepared and will record every stuttering syllable as you try to string together a few intelligible sentences. More often than not, you end up sounding, shall we say, less than professional.
What’s the answer? Be prepared with a short “script.” Click to continue…
What to Do When Freelance Business Is Slow
Even the very best freelancers go through times when the phone just isn’t ringing. It’s nothing to get worried about. If you’re managing your money properly, you should have enough in the bank to ride it out.
In fact, down time gives you an opportunity to do a little marketing. Here are a few tips for using your free time productively and getting the phone to ring with paying projects.
- Call past and present clients. Don’t sit around getting depressed. Pick up the phone and call everyone you’ve worked with. Don’t tell them your business is slow, just say you wanted to touch base and see how they’re doing. Chitchat for a minute, then ask if there’s anything you can help with.
- Call leads and prospects. Again, don’t say things are slow. Just say you wanted to stay in touch. Ask if there’s anything you can help with or if they need more information. Keep it short and friendly.
