Tag Archives: advertising

advice, client relationships

What Don’t You Understand About Free Advertising?

4 Comments

By Jake Poinier

Right before the holidays, I received a story assignment for a lifestyle magazine—which meant trying to reach sources right in the heart of the holidays, and which is always a bit tricky with vacations and understaffed offices.

One of the guys called me back when I was on the 9th hole of a golf course with my family. Another called me at 7 a.m. on a morning after we’d been out late, so I was a bit bleary-eyed. Nonetheless, both were helpful once we finally connected.

The third contact, not so much—and they’re important, because they’re in the magazine’s local area. I left a voicemail. I filled out a form on their website. I called again and reached the guy, who said “send an email with interview questions to my assistant,” which I dutifully did.

I heard nothing.

My editor gave me an extension to get the locals in. When I gave another call to the company, the guy reiterated EXACTLY what he’d said the first time about sending an email to his assistant, adding that he’s too busy to schedule an interview at a moment’s notice. When I mentioned that it wasn’t really at a moment’s notice since I’d indeed done so more than a week prior, he was unapologetic. But he did ask that I contact his assistant again to get on his schedule.

So I slinked back to my editor for another extension, and her response was classic: “What is it about free advertising that they’re so adverse to?”

I’ve never quite understood when a company has a chance for free editorial placement, and they make life difficult. Maybe they’re suspicious that it’s a disguised sales pitch. Perhaps they’re so successful they don’t need more business. I dunno.

What I do know is that, 24 hours and a voicemail and an email reminder later, I still haven’t heard back.

Have you taken the 2012 Freelance Forecast survey yet? Please do—and don’t forget to share it on your favorite social media and with your clients.

Uncategorized

Everything I Need to Know About Freelancing I Learned From Donald Draper

2 Comments

by Amanda Smyth Connor

If you are a fan of the hit AMC show, Mad Men, then you’ll recognize the following gems that have dripped like honey from the mouth of suave, dark, domineering ad man, Donald Draper. If you aren’t yet a fan of the show, I highly recommend. Aside from the shocking behavior and extremely misogynistic setting, the show has its truly inspirational moments. Below are the quotes that I find apply perfectly to the world of freelancing.

1. “You want some respect? Go out there and get it for yourself.” – Mistakes, bad relationships, burned bridges, missed donald-draperdeadlines: these ghosts will haunt you throughout your career. Give your projects all you’ve got – 100% all the time. Your editors and your clients will come to respect you and trust your work. Getting the next job will become that much easier.

2. “I’m enjoying the story so far, but I have a feeling its not going to end well.” – Know when to cut and run. Know how to self edit. Don’t beat your copy to death. Keep it short, sweet and to the point. Give the client exactly what they want and not one word more.

3. “Just think about it deeply, then forget it…then an idea will jump up in your face.” – Overcoming writer’s block is one of the toughest challenges in a freelancer’s career. Don’t freak out, it will just make things worse. Walk away, think about something else. Read a book, take a walk, sleep. The ideas will find you when they are ready.

4. “I would have my secretary do it, but she’s dead.” – It’s going to be a tough road, but the freelance burden is yours to bear. You don’t get a secretary, you don’t get an assistant. Suck it up. If you survive, it will only make you stronger.

5. “It’s your job. I give you money. You give me ideas.” – You took on the project, you must produce perfection. There is no room for “I just couldn’t come up with good copy” or “I had such and such problem and couldn’t produce the work.” Make it work. No excuses.

Thanks for the inspiration, Don. I owe you a drink.

advice, editorial, lifestyle

TV Ads Scaled Back, Print to Follow?

3 Comments

freelance-writing-advice-3My insider sources in the television industry tell me certain large corporate sponsors are scaling back expenditures on TV ads. This might not mean anything to the average freelancer…or does it?

What’s good for the ad industry is good for print. What’s bad for ads trickles down to the newsstand, too. If major sponsorship for newsstand publications dwindles, where do these print publications turn? Ad revenues cut, staff chopped to the bare minimum, people spending less on extras like pricey mags?

I’ll tell you where…they turn to the Internet.

Print will continue to survive as long as there are buses, airplanes, and trains. But the ubiquity of mobile media cannot be ignored. When Catherine L. Tully gets an iPhone and fully embraces the technology, you know this stuff has ARRIVED. Print has long been in transition. Back in your granpappy’s day, the web was another way to advertise the print mag. Now those roles are reversed. Print will exist to promote the website as the main attraction. I’ve said all this before, but in case you’re just joining us please remember I warned you. Print markets are not dying. They are MUTATING. Continue reading TV Ads Scaled Back, Print to Follow? →