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Let the Writing Speak for Itself
By Eve Nicholas
To some writers, marketing is everything. Not to me. I don’t
network. I don’t list my writing services at the bottom of
every e-mail message. I certainly don’t have a blog.
Don’t get me wrong, I’m not speaking out against any of these
things. Many writers build respectable careers through
assertive marketing practices. Hundreds of resources exist
to help writers market their books, articles and services.
I applaud them. It’s just not my personality.
Instead of marketing myself and my services, I spend my time
researching and creating quality work. I never miss a deadline.
I make it my priority to learn the objectives of my client -
whether it is the editor of a magazine or the marketing
director of a corporation - and I develop content that fits
his or her needs, on target and on time. Every time.
The result? My copywriting clients return with new projects
and consistently refer me to their colleagues and friends.
Editors give me unique and challenging assignments. One editor
even gave me a “raise” because he thought I deserved more
money than we agreed upon in our contract.
Show, don’t tell.
In writing classes, instructors often tell young scribes
“show, don’t tell.” This advice helps them prepare vivid,
stand-out fiction and nonfiction. I believe that this little
tidbit applies to marketing as well. Here's what I mean:
I can toot my own horn as loudly as I want, shouting out to
the world that I am a reliable and gifted writer. I scream,
yodel, paste flyers all over town. But it’s all hogwash if
my writing stinks, and I’m just a fool if I miss my deadlines.
I count on the quality of my work to do my shouting for me.
I show my clients and editors what I can do, rather than tell
them. So far, so good. Minimal revisions. Plenty of repeat
assignments. Lucrative employment as a freelance writer.
You are not an expert.
I mentioned earlier that I applaud marketing resources and
the writers that use them. This statement is only partly
true. In my opinion, too many writers cross the line. I mean
the integrity line.
Not too long ago, I read an article that instructed young
writers to scour their lives for expertise. Do you cook
everyday?, it asked, then you are a cooking expert!, advising
people to exaggerate their knowledge in order to make a sale.
I have done lots of things in my life, just like everyone
else in the world, writer or otherwise. Some of these things
I do every day, like brush my teeth, feed my cat, talk with
my husband, eat food. I am not an expert in any of these
things, and neither is my cat, and - forgive me - in most
cases, neither are you.
Here's the thing. We don’t have to be experts to write well.
In fact, some of the greatest non-experts in the world write
national newspaper columns, engaging feature stories and
best-of-the-best nonfiction books.
Our world consists of so few genuine experts, and so many
people pretending to be something that they're not. There's
simply no reason for it. Look around. There's tons of authentic
work out there, tons of money to be made, tons of writing to
get done.
Let the writing speak for itself.
My marketing strategy (for lack of a better term) consists
of the following: First - research, write and submit my best
work, meet deadlines and stay open to feedback. Second -
present myself with professionalism and a positive attitude
at all times. There is no third.
By letting the writing speak for itself, I have built a
successful full-time writing career, one that I developed
from the ground up through integrity and hard work. Does
that make me an expert? Certainly not. But I’m proud of it
all the same.
BIO
Eve Nicholas is a freelance writer.
She lives on Whidbey Island, Washington State.
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