March Program: The Freelance Edge
In this challenging economic environment, is freelancing the answer? At least 100 CWIPers think so, packing the Atrium at National-Louis University on March 18 for The Freelance Edge, a night of speakers and panels for all aspects and levels of freelancing.
The opening speaker was Doc Kane, owner of Roscommon, a writing services firm that works on corporate communications for many major companies. He encouraged the audience to ignore the grim stories on the news. "There is so much opportunity right now," he said. With businesses cutting staff, the need for freelancers is greater than ever.
Kane suggested that freelancers think of themselves as salespeople. First, he advised, assess your skills. You don't need to be all things to all people. Then "find a vacuum" in the market, a niche where your skills are needed and valued. Next, quantify what you do. Businesses want to hear specifically how much time and money you can save them. Putting all these factors together will help a freelancer pitch herself as a solution to a company's problems.
The majority of the program was divided into two tracks: new or aspiring freelancers and experienced freelancers. The first experienced panel, moderated by Chris Benevich, a long-time freelancer and president of Panache Writing, Inc., focused on innovative ideas for marketing your business. Christine Cupaiuolo, a freelance writer, editor, and consultant with a focus in online media, and Kay Daly, a freelance writer, editor, and proofreader also with online expertise, discussed their own experiences with building their brands and marketing their services.
Both women emphasized the importance of embracing new technologies. Having a Web presence, including LinkedIn and Twitter, is key. Cupaiuolo referred to Twitter as a "back door" where you can learn about potential clients' interests and needs. She called LinkedIn "the easiest way to dip your toe in" to the Web, and recommends blogs for the same reason: you don't have to have any special knowledge or skills. When you want to expand into something more advanced, Daly recommended hiring a professional.
The panel suggested tailoring your Web presence to your client base. Daly does a lot of work where she takes on other people's voices, so she described her Web site as "anonymous": clean and polished, but without her own personality. Cupaiuolo, on the other hand, has her own voice come through because she works mostly with non-profits who want to get to know her background and passions before hiring her. Both panelists emphasized what's most important is to find the right tone and tie in all the content on your Web site, whether it's a portfolio or an ongoing blog, with your work and your clients.
Listen to an audio file of this session:
A second panel for experienced freelancers focused on growing your business, including information about advanced financial and legal issues as well as discussing the differing mindsets behind calling yourself a freelancer or a small-business owner. The panel featured moderator Maureen Glasoe, partner in The Glasoe Group, a design and editorial firm; and panelists Sheila Moyer, founder of Out of the Blocks, a business management company; and Linda Wolf, owner of Network Publishing Partners.
There was also a track for new and aspiring freelancers, which covered how to find your first clients and basic financial and business issues. The first session focused on marketing, and featured moderator Mary Ellen Waszak, owner of Chicago Writer Books; and panelists Jennifer Murtoff, freelance editor; and Diana Schneidman, editorial consultant and founder of Stand Up 8 Times. The second session, focusing on business issues, was moderated by freelance writer Ann Logue; and included panelists David Fisher, owner of RockStar Consulting; and Amy Keller, advisor with Ameriprise Financial.
Everyone walked away with something—a lesson learned, a contact made, an informative packet of tips from experts, and maybe a whole new career path.
Claire Martinson is an associate project supervisor at Wright Group/McGraw-Hill as well as a freelance copyeditor and proofreader. She can be reached at clairemartinson@gmail.com.