Sales copy, web copy, de-jargonized annual reports, useful blog posts, engaging email newsletters, podcast scripts, ghost-written business books … when it comes to content that writers are paid money for these days, the list is long.
But is no one knocking down your door asking for your expertise? Are prospects unaware of how you’re able to help them clearly and concisely communicate their thoughts? Why would that be the case?
Most likely it’s because your online presence doesn’t actually sell your writing services.
If potential clients don’t know you’re a “pen for hire,” or the type of “pen for hire” you are, how can they purchase your services?
Let’s look at four places writers tend to leave money on the table and how to fix these common mistakes.
1. Your website
When a prospect visits your website for the first time, here’s what he’s looking for:
Whether you provide the services he needs
As highlighted in the first line of this article, there are many different services writers can offer. The person visiting your website, however, is looking for a very specific type of writing help.
Does your home page or services page directly state the type of writing you specialize in?
Copywriter Kate Toon’s home page spells out the exact writing services she provides and how her work helps her clients:
The services page on Trudi Roth’s site does the same.
Does your website take away the guesswork for your prospective client?
Your writing voice
Your writing voice distinguishes you from other writers. I know for a fact that every time someone has hired me as a writer, voice has been the deciding factor. (The same applies to the times I’ve hired writers for myself or clients.)
Does your website show off your unique personality and style? Or does your website copy sound like anyone could have written it?
Your level of competence
There are two main indicators that show people whether you’re competent enough to write for them.
The first is whether your website copy is well-written.
Unlike painters who can get away with shabby-looking houses, writers cannot have shabby work gracing their online homes. I’m always stunned when I find boring, grammatically unsound copy and spelling errors on writers’ websites.
(Pro tip: If you’re struggling with your website copy, because it’s difficult to write and edit for yourself, ask a writer friend for help. Offer to edit his website if he’ll edit yours.)
The second is whether your clients recommend you.
One way to show clients’ reactions to your work is to display strong testimonials prominently on your website. Here’s an example of powerful video testimonials from Lucinda Lions:
Written testimonials, like the ones Kristi Hines has on her site, work just as well — especially when they’re from well-respected people in your industry.
2. Your blog
I’ve lost count of the number of writers who write blog posts aimed at other writers.
That’s appropriate if other writers are actually your target market, but for most writers, they’re not.
The target market for most writers is business owners, so offer information that demonstrates how your writing services help their businesses.
3. Guest blog posts
I edit a large business website in Australia and writers often submit articles to me for consideration.
It’s surprising to see how poorly written some of those articles are, but I shouldn’t be surprised; I used to submit sub-standard writing to large online publications too.
(Luckily, those publications always did me a favor by rejecting those articles.)
When you expose your writing to a new audience with a guest post, you’ll benefit the most when you submit your very best work.
I’ll repeat that advice because it’s something that took me a very long time to learn, to my detriment:
Guest posts submitted to large online publications should be your very best content.
4. Social media
Social media sites present wonderful opportunities for writers. Think of the huge advantages we have over other users:
- We’re clever with words.
- We’re articulate.
- We’re able to communicate complex thoughts and ideas in simple ways.
Are you finding and interacting with your target market on social media?
My friend Kerri Sackville has been able to turn her engaging and entertaining content on Twitter and Facebook into book deals and paid (yes, paid!) newspaper columns.
Other friends have landed magazine work and gigs writing branded content for large multi-national publications.
Spend time crafting your social media bios, too. They need to make it clear that you sell writing services. Bonus points if they also offer a glimpse of your unique voice or USP.
Your action plan
Take advantage of every opportunity to stand out from the crowd.
Start with your website. Once that’s humming, get busy writing high-quality guest posts and leveraging social media to catch the attention of people who don’t yet know you — but should.
This will help ensure that when prospects have money to spend on writing, you’ll be the first writer they contact.
Freelance writers: we have something just for you
Do the names of some of these outstanding writers look familiar to you? A number of excellent examples in this article come from Copyblogger’s Certified Content Marketers.
The Certified Content Marketer training program helps writers position themselves and their offerings, so that they can build profitable freelance writing businesses.
And the program will open again soon. Drop your email address below and you’ll be the first to hear about it.
Reader Comments (33)
What you also need on your web site is a prominent call to action that people click on, a lead capture form that appears when they click on the CTA, a lead magnet that gives prospects incentive to click and submit the form, and optimizing your site for Google so you get more organic traffic to the home page. See http://www.bly.com as an example. It generates 2-3 leads every business day of the year.
This was really brilliant! I think you’ve made my year, Kelly. I feel like a lot of the guesswork has been taken out creating a website/portfolio for me with this post. I’ve bookmarked the links you provided so that I can study them closely. Thank you!
Oh brilliant – that’s exactly what I love to hear 🙂
Glad you like my testimonials page! I actually just revamped it with a tool called Spectoos. It allows you to collect your recommendations from LinkedIn and other social networks. Definitely a good one for any business that needs to showcase client recommendations. 🙂
Yes – I did notice that tool! Such a great idea! (But does take a little while to load I noticed.)
I wish more of my early articles had been rejected! Now, everytime I find one of them I cringe when reading it.
Ugh, I know it. Reading my early articles is like looking at high school prom pics… the style alone is enough to induce vomiting.
Haha! But how cool is it when you come across something you wrote six years ago and you think ‘Hey, this is pretty good!’ That happens every so often!
Hi Kelly,
Great post, got to know how and why Writers need to promote themselves. let’s see how it works for me.
Thanks for sharing 🙂
So glad you found it useful Akhand 🙂
You will probably find that, over the course of months and years in business, your mental picture of your ideal client will change. When that happens, update your website copy accordingly.
Absolutely x
Thanks hugely for featuring my home page in your article Kelly.
I think the more robust your website is the fewer questions clients have. It’s also your copywriting ‘sample’ where you can showcase your skills.
I agree that many copywriters take a set and forget approach with their sites. A good refresh to update and refocus can work wonders!
Thanks for giving me such a great home page example to use Kate!
Awesome tips! Having a strong Gravatar and commenting has resulted in work and offline Business relationships.
Great to hear Amelia!
Very happy to like your testimonials page! This is a useful guide for all. Thanks for kindly sharing.
Pleasure Peter x
Always found actionable content here. Your website always provides something new, unique and different than other online content marketing resources. I’d recommend any aspiring writer/content-marketer to follow this site to learn about subjects like content & content marketing.
Spending time on your site is worth every penny. Kudos to you!
The Copyblogger team definitely do a great job 🙂
Hello, Kelly!
You don’t have to be holding a slogan of “Hire Me!” but that your place (site, blog, etc.) should portray the message of what you have and what one can avail by hiring your services.
Should be all crystal clear of your message, the benefits, and the WHY part.
And I liked one thing the most; write for the businesses you want to target.
The more your content is problem-solving towards the obvious issues businesses are having, makes you trusting services provider.
And if focusing just on others, won’t let you open up in the market because you’re limited to your writing.
And can’t deny the fact (and power) of the guest posting.
Thanks for the best write up!
~ Adeel
You’re welcome!
Nice post indeed, Kelly. Love to read this informative post.
You are absolutely right on the prospect needs of visiting the particular sites and also our website should be unique and designed very well. I like the tip i.e. it’s the best way to improve a writing technique to ask a writer friend for help. I agree with your all point of views on writing services.
Content marketing is very popular now a days and it’s the best way to earn money online. But, it requires excellent technique of writing ability about the topic and describe too. You have instructed very well through your post and I’m sure many of one will get benefit reading this post, I’m too.
I sincerely appreciate you for sharing such type of encouraging post.
– Ravi.
Such a pleasure Ravi x
Kelly, thanks so much for including my Twitter bio.
Like all freelance writers, I struggle with self-doubt. I stare at those social media bios and think, “Does this really capture who I am and what I do? Is it engaging? Is it easy to digest? Does it convey authority and distinction?”
With each new professional challenge, I’ve gained confidence, clarity, and courage to take creative risks. Projecting these strengths, even if you’re relatively new to the game, is key to building a thriving business.
Pleasure Becky! And yes – so hard. Especially in 140 characters! But I’ve always thought that Twitter (+ its tiny little bios) is so amazing for writers because it forces us to practice. If we can say it well in 140 characters, imagine what we can do with 1000 words!
Agreed! I used to think of long-form content as the most challenging. Not anymore.
Great article! I am a new blogger and awesome tips are always welcome.
So glad you liked it Nicolas xx
“When you expose your writing to a new audience with a guest post, you’ll benefit the most when you submit your very best work.”
This is my favorite part of this post.
Many bloggers like myself find it difficult to release our best posts while still lacking adequate content on our sites.
Thanks for the candid advice.
It’s really hard Nonye. When we’re new to blogging we really do want to save the best stuff for our own sites in order to bring more people to our own sites. But we can drive far more traffic to our own sites by posting our best content on sites that have much bigger audiences than ours xx
At first, the articles I’ve written for some guest blog posts got rejected and I was disheartened by it. But it was very kind of them to provide me a list of what should I improve to make my articles got better. When I started applying their tips, my success rate on getting my guest blog posts increased! Now I am thankful for those editors who rejected my articles before. They gave my writing a room for improvement.
The norm for editors (who are super-busy!) is to simply say ‘thanks, but no thanks’ when a piece isn’t suitable for them. So any editor who takes the time to tell you ‘why’ – they are golden. And I agree, I too have learned LOTS from editors who’ve had the time to tell me why something they’re rejecting is no good 🙂
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