Balancing marketing time with writing time is one the biggest challenges we face as freelance writers. When I began my full time freelancing career, I sometimes spent just as much time drumming up work as actually doing the work. Now that I have several ongoing projects that take up a big chunk of time, I devote less time to marketing, though I do try to spend at least a half hour each morning sending letters of introduction, following up on queries, or applying to gigs posted online. I’d love to spend more time reaching out to new clients, but I’m already very busy as is it, so I’m not sure I could handle much more.
Erik Sherman recently posted about the difference between a freelance writing business and freelance writing. He asserts that writers who either don’t know or don’t want to spend time on the business side of freelancing (especially marketing) are willing to work for writer mills, because then they don’t have to market themselves. I’m hoping that most of you don’t fall into this category of writers, so I’m interested in how much time you spend marketing vs. writing.
Do you set aside a designated time each day or each week for marketing? What percentage of time do you spend on marketing each month? And do you think you need to spend more or less time on it?
This is a very timely topic for me, Susan. Thanks for bringing it up! In the last few years I had built my business up to the point where I was turning work away. I therefore spent no time looking for new clients or following up on "one-time" clients. I did work very hard at maintaining a good relationship with my best clients, the ones who were still sending me heaps of work.
But things happen that are completely out of our control – like the economic crash. Since I tend to charge a rate in the average to above average range, clients slowly started to melt away this year when I said I was unable to reduce those rates. With business at an extremely low ebb, I now regret not having spent more time on continued marketing; I almost feel like I am starting over.
Still, I refuse to be daunted and will look at the positive side: I can chart a bit of a new course for myself and my business, look for direct clients rather than agency work, for work in the areas I most enjoy, and attempt to break into new areas that have been tempting me for years.
But… lesson learned: I will now dedicate time each week to marketing so I (hopefully) never find myself in this position again!
I devote probably less than two hours a week at marketing. That's mainly because I'm to the happy point in my career where I can rely on past and current clients for the bulk of my work and referrals. However, once in a while I'll put aside a few more hours a week and put together mailing pieces. Most are email pieces, but I've been known to fashion an actual print brochure or postcard.
I break it down into simple lists – seven people. That's all. Seven. Anyone can contact seven people a week, right? I stick with those seven for a reason. Any more than that and I'd feel overwhelmed and not want to follow up. Any less and it would feel like I'm wasting my time.
Seven people, new or old. When I was building my client base, I'd contact seven new and seven old (or as many existing clients as I had when it was fewer). Mind you, contacting those same seven every week would be pestering, so of course I modified. Every month, they'd hear from me.
I admit I haven't marketed like this in a while because I'm lucky enough to have work. But maybe it's time to reach beyond what I have here and get some more, eh?
Lisa and Lori: Thanks so much for your comments! It's great to hear that you're in the same boat.