I began freelancing in 2015 - that's more than seven years ago.
And in all that time, I've freelanced across multiple industries and sectors, written video scripts, coffee table books, blog posts, website copy, social media content, whitepapers, guides, checklists and a lot more.
Today, after having put a good seven years in this space, I can say with confidence that my skillsets have evolved and I've found a niche for myself. I'm now a freelance content strategist for HR tech companies and HR teams and I also consult with organizations on enhancing their workplace culture, communication and employer branding.
There are quite a few things that helped me through my journey from being a content writer to a strategic consultant. While we all script our own journeys and what worked for me needn't necessarily have to work for you, here's putting together a list of ten things that you could draw some inspiration from.
1. You don't need a BIG portfolio to get your first few clients
If you are waiting to build a kickass portfolio before you reach out to someone for work, don't do that!
I did postpone reaching out to prospects for the longest time when I started out because I didn't have a portfolio. Or, that's what I told myself. In reality, I was just nervous and unsure and afraid to sell my writing skills. Finally, someone else had to come along and give me a project by showing faith in my skills that I didn't have myself. From there, I could put together evidence of my work and slowly build my portfolio.
But that's not what I'm saying - to wait for someone to come along and help you out. Rather, help yourself. Start with what you've already got. Maybe some social posts. Maybe an article you wrote sometime and lies forgotten in some folder on your laptop. Pick all of those and file them together and go!
Start by selling your language skills.
And eventually you'll get to a point where you can show your expertise in a particular industry or type of content.
2. Use LinkedIn to your best capacity
LinkedIn - it didn't exist before, it does now.
Make the best of it. It can be scary to put yourself out there but for a writer, it helps to show how well you can articulate your thoughts. Your LinkedIn can be a big part of your portfolio!
And don't worry about sounding intelligent or smart. Try to be yourself as much as possible.
Make a few mistakes. Learn from others. But do you.
And constantly save yourself from being obsessed with it - the likes, the comments, the shares and of course, the critics. Online is a rough world. Navigate it without compromising your mental health and peace of mind.
Don't do it if it is hard on you.
Or start small and see how it works for you.
3. Start with one-time projects but eventually build retainers
It was hard for me to get retainer projects - ones that paid me on a month-on-month basis - when I started out. Mostly, I did one-off projects. And that just meant a lot of uncertainty and a lot more of selling to do every month.
Eventually, I realized I need to shift to a retainer model of working with clients. And that meant evaluating my skillsets and knowing what a client needs that I could deliver on a month-on-month basis.
It also meant giving up working with digital, marketing, ad and content agencies from whom I got smaller, one-off projects, and reaching out to clients directly.
And I had to build my case. Why hire me? Why not an in-house content writer? What different can I bring to the table?
I've written cold emails stating exactly that - why me?
4. Per-word pricing NEVER worked for me
I know a lot of people charge on a per word basis and that's a model that's most common. But it never sat well with me. Till date, I haven't charged on a per word basis.
My reasoning is simple. It is not the words that I put on paper that's giving the value. It is the research I did and the strategy I built before putting those words down. Can a per-word model of pricing justify that part of my work? I felt no, it doesn't. So I've always charged for a project overall without breaking it down to costing per word. A lot of times, it could be broken down to the level of word-wise costing but I chose not to do that.
For example, quoting Rs. 1000 for a 500-word article instead of quoting Rs.2/word.
If you are into 'volume' work, per word makes sense. But if you are not, then per word can be a catch. If you've expertise in a certain field, knowledge about a subject or ability to put together a certain type of content with ease, then charge for your 'expertise'.
5. Nothing beats word of mouth
I have sent thousands of cold emails in the last seven years. I have also reached out to hundreds on LinkedIn.
But what has always worked best is the referral I've got from existing clients or ones who have done some work with me.
Among all the projects I've done to date, 15% came from emails, 35% from LinkedIn outreach and 50% from referrals.
6. It isn't only about writing amazing content
I am not the best and most talented content writer out there. But I'm definitely among the most committed and disciplined. And this matters!
I am an average writer but I am constantly learning.
More importantly, I define the scope of work clearly in collaboration with my client, deliver as per committed timelines 90% of the time, and I communicate and communicate.
The trust you are able to build goes a long way in how long and fruitful your collaboration with any client can be.
7. Keep upskilling
There is no skipping this one - ever.
I started as a video script writer.
Then worked with ad agencies to do marketing content for campaigns, websites, social.
In parallel, I helped a few HR teams build their internal communication strategies.
And then, I tried my hands at ghost writing.
People slowly started asking me if I knew SEO --- and I didn't.
Not a planned move, but, in between my freelance career, I spent a year working full-time with an HR tech company.
That's where I learnt about SEO writing, B2B marketing, content marketing, writing content for the sales funnel, and more.
In short, writing content that can generate demand!
And now, that's what I do. I strategize content to generate demand. I build content strategies to align with the brand and its products. I brand HR teams and companies using content.
I don't just write content anymore. I sell with words.
But that said, the industry will keep evolving. And I'll have to keep evolving too.
Nothing beats upskilling!
8. Eventually find your niche - NOT RIGHT AWAY
A lot of experienced people urged me to find my niche asap when I started freelancing.
But I just couldn't find it!
I thought I would do scriptwriting. Then I thought maybe internal communication. Or, blogs and websites. How about ghost writing?
But none of it seemed to give me the kick. And it continued that way for good five years until 2020.
Last two years have been about finding and sticking to a niche - HR tech, HR teams and B2B marketing.
9. Forget networking, build relationships
I hate networking because I am bad at small talks. If you identify as an introvert, you know what that means.
But I'm great at having deeper conversations. And that does not happen with everyone. But with those whom it does, those relationships stay. And others fall off.
Okay, 90% falls off - let me be honest.
But the 10%?
I do repeat work with those 10%. I help them out. They help me out.
And it feels more real than networking for some reason.
10. Learn to say 'NO'
This one is a privilege, I would say. I wouldn't have dared turn down projects when I started off or even 5 years ago. But ever since I've been in a better place with my finances, I have had access to saying NO.
And NO because I don't have the skillsets you're looking for. And a lot of times because we aren't the right match. Our way of working and values don't align and that means our journey together will either get too hard or will be short-lived.
I have had to say NO to prospects who wanted me to cut down costs by more than 10%. I have had to say NO to prospects who didn't give me the space and autonomy to get the work done. I had to say NO to prospects because their vision and valued were conflicting with mine.
But yes, this happened much later...when I knew I had the choice to say no and it wouldn't affect my finances.
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Hope that was helpful. I enjoyed going down that memory lane.
Do share your thought and if you've got some questions, shoot! Would love to have a discussion.
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