The end of the year can be a slow one for many writers, as clients are distracted by end-of-the-year demands and the holidays. Couple this distraction with a desire by some clients to shut down spending so they don’t run out of cash by the end of the year, and you can have a pretty quiet time. In other words, no cash flow, no money. Broke.
Not exactly the holiday season of your dreams.
But it doesn’t have to be that way for you. After all, many other freelance writers find the end of the year a busy time, as they find clients who still need projects done.
If you’ve been in the position of suddenly finding yourself broke at the end of the year and wondering how you can make a living writing, then here is how to make sure that dreaded slowdown doesn’t happen to you this year: Step outside your comfort zone! Writers, freelancers, and other solo entrepreneurs often rely only on their favorite marketing efforts to bring in new business, but stepping outside your comfort zone can provide just the infusion of new energy you need as a professional writer.
Get new clients now
Now is the time to market for your end-of-the-year clients. That is because many times marketing efforts produce fruit some time after the marketing activity. So you might market now, but you might have a person to contact you two or three weeks or more after your marketing. In order for that to happen, now is the time to get going. The second reason for marketing now is that your marketing efforts could produce clients now, but the projects may take you through the end of the year or beyond. So you can generate income now, when the client signs on, and at the end of the year, if that is when the project finishes, if you have a two-stage payment process. That way the marketing you are doing now can produce cash flow now and cash flow at the end of the year. Nice, right?
Check in with old clients
Have you let too much of your work become “one and done” projects? Have you done work for a client, only to never do any more for that person? Many freelance writers go to the trouble of finding projects, only to let those clients turn into one-time clients, rather than repeat clients. So go through your client list. Email your recent (or somewhat in the past) clients and see what projects they have coming up and need help with, because there is a good chance they need help with something. If you did good work and had a good relationship, you likely will be able to generate some kind of project from this effort.
Plan an editorial calendar
If you thought editorial calendars were only for bloggers and editors at publications, think again. You can have your own editorial calendar. On this calendar, write down the occasions, events, holidays, etc., where clients would need your help. For instance, if you do work for nonprofits, is there a season where they need content? If you do work for retail companies, is there a time of year when they need tons of copy? What about your church clients or business owner clients? Do you know when they have events coming up that they want to publicize or promote, and therefore need someone to write content related to these projects? Remember, with your editorial calendar, you can’t wait for the date of the event or occasion to inquire about whether they need your help. They need your help before the date or event. Your editorial calendar may let you know that several clients will produce newsletters, books, or other content at the beginning of the year. So based on this, you may consider contacting them now to see if they will need help with those projects.
Mix up your marketing
This can be a great time to add a different type of marketing to your usual mix. If you don’t usually speak in front of groups, for example, consider scheduling a few speaking engagements during the holiday season. Civic organizations are always looking for speakers, and your message may just be what they need to hear. If you’re interesting and informative, you might just pick up a new client or two as a result of your talk. If you don’t usually use social media, then add more social media to your activities over the next month. You might find that you can reach your audience this way. If you haven’t blogged or used video, then add a blog or video messages. The point here is to give your marketing a boost by adding one new element to it. In fact, adding a new element to your marketing might just be the thing to make your end of the year a lot more interesting!
Create a new product
Maybe this is the time to add a new product or service to your arsenal. What else do your clients need from you? Are they always asking you the same kinds of questions, over and over? Do you find they like to try to “pick your brain” for more information? If so, then these conversations may just hold the information for what product or service you need to offer next. For instance, do your writing clients seem to have a ton of questions about where to find a designer for the book or brochure copy you’ve just written? If so, maybe it’s time you added design to your offerings. If you don’t have design capabilities, it could mean bringing on a design partner or finding a good designer to send those projects and clients, by way of a referral agreement. Or if your clients seem to have lots of questions about how to put together a product you do, such as a book, white paper, press release, or other, or how to use that product, then maybe it’s time you offer consulting services. After all, if they want to pick your brain for valuable information it took you years to learn and that will help them do better at their own jobs, shouldn’t there be a fee associated with it?
The end of the year is coming, whether you get ready for it or not. Some writers will find it to be a very quiet time, with no new business or cash flow, while other writers will find it to be possibly their busiest time of the year. Which group will you be in this year?
