Are We Our Own Worst Enemies? (How Writers Need to Sell Their Services)

I recently got into a discussion over at Men with Pens about how difficult it can be for commercial writers to sell their services. I started off with the somewhat tongue-in-cheek suggestion that a writer's job is to make the reader's job easy. Thus, by making it look easy, we shoot ourselves in the foot, because the rest of the world may think, "Well, I could do that. Why should I hire someone else?"

This led to a discussion that rolled around to the topic of demonstrating the value you provide to a client. A tricky proposition, but one that can be managed. I have a few thoughts on how to approach the problem.

To start with, it seems to me we have to get beyond the idea of writing for writing's sake. Writers may tend to appreciate their own words more than how they can help others.

We also have to understand that writing is a valuable service and sell that service. Selling isn't easy for many writers, but it's an essential part of running any business--including a writing business.

So, first, we have to understand and appreciate our own value. Think about it. If you don't think of yourself as providing a valuable service, how will you convince a client of that? So know what you can do, market yourself accordingly and be prepared to discuss it with people during your networking.

Second, I think it's important to remember this isn't entirely about you and your talent with words. You may be the world's greatest writer, but if you write for a living, it always comes down to showing how your writing can help your client with his or her needs.

How do you do that? One way is to get testimonials and put them on your Web site. A few good words from a satisfied client can go a long way.

When you meet potential clients, don't just talk about your writing. Ask them about their needs and really listen to them. Then be prepared to talk about what you can do to help them. I've tried asking people, "How's your Web site working for you?" They often say they're not quite satisfied (surprise, surprise) with the content (that they've usually created), but they're "working on it." I've let them know I can work on it for them. I've also emphasized that properly written Web content that's updated often helps keep the site higher in search engine rankings, giving them a reason to care about the matter. So, if they don't like to write (and many business people don't), why not hire someone else to do it? Someone who can do a good job.

And I think it can work to emphasize the cost-effectiveness for the client. Recently, a client approached me with some rough notes for a Web writing assignment and a question--whether it would be more cost-effective to use me or write it himself. I told him I honestly couldn't say for sure, since I didn't know how fast he could write or how well he could edit himself, but what he had showed me could use a bit of polishing (I said it as nicely as possible) and, if he hired me, he would get the benefit of my 10+ years experience as a writing professional (implying, rather than stating, that I would be worth the cost). I landed that assignment.

This is just one example of how writers can show that their services are of real value to businesses. There are probably many others.

And, just to show that this doesn't apply only to the commercial writing field, let's consider the world of fiction writing. Writing well simply isn't enough to make it in that business. In order to sell fiction, you have to know how to pitch your writing to whomever you're trying to sell it to. You have to believe in your work, know the market and show agents and editors why your writing is so special, they should believe in it, too.

So remember--your writing is worth something. And it's not enough to write well--you must show the client why they should hire you (or the agent or editor why they should represent you or publish you, to extend that to fiction writing).

I'd love to hear other success stories from writers. Who else has landed a great assignment or a great publishing deal, based on a well-crafted sales pitch for their writing? What did you have to do to convey your value to the person to whom you made the sale?