Write For Commercial Markets And on The Web
© Roxianne Moore
Review of the Well-fed Writer by Peter Bowerman
Let's face it. Commercial writing just doesn't carry the same appeal as writing fiction or magazine articles. It's just not as glamorous to say, "Oh, have you seen ABC's new brochure? Well, I wrote that."
On the other hand, scrambling for jobs month after month, hoping you'll have enough to pay the bills, isn't glamorous either. Freelance writing for businesses can provide a steady income, and can be as intellectually stimulating as any other freelance project.
Peter Bowerman, in The Well-Fed Writer adds a nice touch of humor to what could easily be a very boring topic. The book is solidly packed with information that will get you started as a freelance commercial writer, whether you want to moonlight or move up to full-time.
He begins by listing and explaining the traits needed to succeed in this field, and writing ability is not the most essential.
"You need to be mentally prepared to make good money," Bowerman writes. He advises setting a goal, whether it's a specific income or simply ‘enough to get by and set a little aside.' But he also reminds the reader that these goals aren't set in stone. You, the writer, have complete control. And though he states it a bit differently, part of the goal should be non-work-related. Quality of life is just as important as quantity of cash.
Where's the Business? To succeed in any business, you need clients or customers. Bowerman details the various markets for freelance corporate writers, from middle men to end users. Then he tells you how to go about getting their business. "Okay, so how do we make the contacts and get in front of these folks? It's called prospecting and I've come to realize, the hardest part of prospecting is just getting started." Yet Bowerman makes it seem, if not exactly easy, then at least doable. He says that when he first started out, he made 700 calls in a four-week period. That breaks down to 35 calls a day, 5 days a week, for 4 weeks. A lot of calls, yes, but you can tailor your calling schedule to fit your needs. The more calls, the more clients you'll get.
Bowerman also discusses developing a portfolio, getting started, and the business side of freelancing. One comment he makes goes in the face of everything I've learned about marketing. He says you need to establish a connection with a company before you send out your direct mail pieces. In other words, mailing is no substitute for calling. Instead, he recommends direct mail as a way of keeping in touch with your best prospects.
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