subject: 4 Secrets To Better Self-promotion [print this page] Self-promotion can be the hardest part of being a web writer.
For most of us, learning the fundamentals of good copy is enjoyable. Sitting down to write is pure bliss. But, telling others were excellent at what we do and that they should pay us for our skills is about as fun as scrubbing tile grout.
Yet, its necessary if you want to be a working web writer and live The Writers Life.
So, what do you do? Wheres the happy medium that brings you success without personal agony?
Im going to let you in on a little secret: There are literally dozens of routes to self-promotion, beyond the ones everybody usually talks about.
And, heres another secret: To get my own start as a freelance web writer, I didnt use a single traditional self-promotional tool. Yet, I still got started. Now, Im in my third full year of web-writing and Im on track to land six-figures. Im going to share how I did it hopefully, one of these options will work for you.
First, Dont Worry About The Well-Known Paths To Self-Promotion
Above all, know that theres no wrong way to promote yourself, as long as you get your name out in front of the right prospect. Some of the better-known self-promotion tactics are:
Cold-calling
Sending out your own direct-mail self-promoting letter
Driving traffic to your website
Networking at social functions
Asking for referrals
Visiting an office and introducing yourself directly
Maybe though, you dont feel comfortable with any of these. I certainly wasnt when I first started. I once tried cold-calling and got my own name wrong (seriously). Face-to-face functions were a challenge because I had trouble articulating what it was I actually did. Building a website and attracting traffic was too daunting to consider.
Heres the cool thing, though. Nowadays, Im comfortable doing all those things. Youll get there, too.
But, if youre still in the early stages of your career and youd rather not have anything to do with any of those methods, THATS OKAY. There are plenty of other things you can do for the time being.
You may be more comfortable with the indirect, subtle approach. I was. Here are four things I did to get started:
#1: Visit Job Boards Designed For Web Writers
Some of the top copywriting websites run job boards such as DirectResponseJobs.com, and if youre a Platinum member of the Wealthy Web Writer, you get access to the Web Writer Job Board.
The best thing about these job boards is that people who post there already know what you do and that they want your services. In most cases, they offer appropriate pay. This saves you from having to explain the true value of a web writer. It usually saves you from having to justify high fees.
Plus, even if you land a one-time project through a job board, you still end up with a legitimate sample you can build your portfolio on.
A word of caution: there are loads of freelancer job sites out there designed for writers, but not necessarily for web writers who know the fundamentals of writing web copy. These sites have a lot of job listings, but theres also a ton of competition and typically very low pay.
I recommend sticking with the two job boards listed above. The quality of job posts is higher, the pay is better, and youre not competing against thousands of other writers willing to work for the lowest bid.
DirectResponseJobs.com is how I landed two of my first jobs, both of which turned into ongoing, two-year relationships. More recently, I connected with a job from that site that coupled me with one of the most well-known, old school direct-response copywriters of our time.
Obviously, Im a big fan of this method. Just make sure youre consistent. Check the listings every day, and apply quickly when you see something you like. Ill explain how to apply in the next tip.
#2: Create An Electronic Portfolio
When you come across a job youd like to apply for, or even when you get a lead on a contact, you need to have something impressive to send them.
Somebody once told me that most of the email applications sent out in response to a job post for web writers are just that an email. Though an email can definitely demonstrate your web-writing skills, it wont make you stand out against any other web writer applying for the job.
My solution was to create an e-portfolio. It was a lot cheaper and easier than sending a self-promoting letter through the mail. I opted for a simple, 7-page PDF booklet and sent it as an email-attachment. (Note: I used Microsoft Publisher, but Word works just as well.)
Heres how to put one together:
On the first page, write a blurb about yourself and your web-writing experience. Include your picture and set it up so it can be personalized to your recipient. This means leaving a space at the top to list the name of the company youre applying to and making it so you can tailor the greeting.
Next, add one or two paragraphs where you can easily change the wording to relate to the type of business youre applying to.
On the remaining pages, show samples of your work. If you dont yet have real samples, write something on spec as an example of what you can do for the client.
Then, turn it into a PDF document. This is an important step because you never know what version of a program someone is running, or whether they even have the program you built your portfolio on. You dont want to risk your portfolio being reformatted when opened this could make it look sloppy or hard to read. If you dont have a PDF converter, there are plenty of free ones available for download. Cute PDF Writer is one Ive had a lot of success with.
When you send your application to the job post contact, simply write a short email that tells the person youve attached your portfolio. Be quick and concise since the point is to get them to look at the portfolio.
#3: Show Up At Web Writing And Copywriting Events
My very first project came from a spec assignment through AWAIs Bootcamp Job Fair. Some of my highest-paying clients and longest-standing projects were the result of attending live events.
But Ive already confessed I wasnt initially comfortable with the face-to-face, hard-sell of my services. So, how did it happen?
Basically, I took advantage of the same concept mentioned above regarding job boards. By going to events where marketers know what good copy is and how much its worth, you get to avoid entirely the awkward pitch of your skills.
At these events, you dont have to sell the concept of good web writing. You do have to sell yourself, but thats a lot easier when youre already pre-qualified due to your presence.
Marketers will want to know about your interests and your experience. If you dont have much web-writing experience, talk about your life experience. Sometimes thats enough. In fact, I recently connected with a new project promoting mommy products, just on account of the fact that Im pregnant!
Regardless of your mark so far in the web-writing world, you bring an entirely fresh story with unique experiences to the table. That could be the turning point for a job. Give yourself permission to be yourself instead of feeling pressured to pose as an old-hand web writer before youre ready.
#4: Hold Fast To The Unshakeable Belief Youll Succeed
Look, Im not trying to be hokey here. But, this is something even the most successful six-figure web writers and copywriters will vouch for.
Whether you call it the Law of Attraction, goal-setting, visualization, or Spiritual Marketing, it doesnt matter. The bottom line is, it works.
To be honest, ours is an unlikely career. It doesnt jive with our worlds concept of working hard for your money and putting your nose to the grindstone. When youre up and running, you have surprising control over your schedule. You have the ability to earn a sizeable income. Youll enjoy what you do, to the point where others wont believe you have a real job and wont believe you earn real money (trust me, Im there right now).
But to those of us on the inside, its true, its real, and its pretty dang awesome. You just have to hold on long enough. Move past your fears, past your doubts, and (most importantly), past the fears and doubts of those around you.
Create an image of the life youd like to live. I do this every morning as I wait for my computer to turn on. I look at the mountains outside my office window and picture the things I want for my family and for myself. I think about what I need to get those things, which helps me zero in on the projects I want to attract.
Other web writers I know journal about their copywriting wishes, still others pray. Some share their hopes with a support group, some focus daily on a vision board (a bulletin board with pictures of what you most want in life). Doesnt matter how you do it. What does matter is that you do it consistently and that you continue to do it through any rough patches that come up.
