Pitch stories to custom publications. I already work with custom pubs, but “The Lucrative World of Custom-Fit Publications” at MagNet showed me that there’s a lot more opportunity here than most freelancers realize. Panelists Arjun Basu, Joseph Barbieri and Brian Borzykowski say that few writers approach custom publishers, although pitching and writing for custom is very similar to working with consumer mags—and it pays as well or better. To find markets, start by checking out the Custom Content Council.
Get creative with display copy. Jim Sutherland’s MagNet session “Display School: Bringing Readers to the Text” inspired me to be more adventurous with heds and deks. Instead of a hed with a straight-up approach, would a question, quote or declaration work? How about a sentence or even a list? And don’t neglect your deks; Jim pointed out that they’re an “astonishingly versatile and effective means of communication,” not just filler between heds and body copy. Another great tip: “Wit is welcome even when humour is out of place.”
Target hungrier markets. Ed Gandia’s “How to Land More and Better Clients in a Crowded Global Market” was one of the most popular MagNet sessions for writers. Sage advice: Consider where budgets are shifting—every project in an organization is either “urgent,” “important” or “nice to have,” and when finances are tight, it’s the first two categories (usually projects that generate revenue or profits) that get the green light. Focus your marketing efforts on prospects that are well positioned with “urgent” and “important” products, services or information. Gandia is also offering a free online course for freelancers.
Collaborate on a corporate writing guide. Here’s a project that corporate writers and editors can pitch to steady clients: developing a guide to help employees keep communications consistent, clear and concise. Rhonda Helman, editor at Farm Credit Canada, made an excellent presentation about corporate writing guides at the EAC conference. My four favourite tips: get the support of managers by understanding what they prefer and why; ensure that the guide is a collaborative effort and that everyone involved stands to benefit; keep in mind that the guide is a work in progress; and never underestimate the power of your expertise.
Spruce up your speeches. I enjoyed “Go From Ho-Hum to Humdinger,” a presentation by speechwriter and trainer Wendy Cherwinski of Echelon Communications, at the EAC conference. She offered several practical tips, such as: write the way people talk (including contractions, idioms and sentence fragments); use highlighters to check your use of pronouns, verbs, transitions, etc.; 100 words is about one minute of speaking time; and take advantage of tools such as the Flesch Reading Ease Scale to measure readability. For more tips on speechwriting, sign up for Cherwinski’s free e-newsletter, Pen & Podium, by emailing email@example.com.
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