By Kevin Gault
Has your freelance white paper business has hit a plateau? Do you need an idea, an answer or anything to jump-start the business and get it growing again? We’ve got some suggestions.
Two freelance white paper writers gave us their advice. Jonathan Kantor of the Appum Group stresses making your company stand out from the rest. “I call it ‘unique differentiation.’ The freelance writing business is very competitive. You must find a unique corner or differentiator that will separate you from everyone else.
“It could be price. It could be timeliness. It could be a unique look and feel to your work. Figure out how you’re going to differentiate yourself in a crowded market and exploit that capability.”
Gordon Graham, who has created white papers for companies of all sizes in many industries, advises to hone in on companies that need your services most.
“White papers are mainly B2B, not B2C,” Graham says. “So they’re not required for simple consumer products.
“The best markets for freelance white papers are technical sectors such as software, hardware, medical technology and any other sector in which companies are selling something new, expensive and complex. Those areas have the best potential for a white paper business that is looking to grow.”
Better Writing Brings Business Growth
Improving your skills is another way to build your business. Delivering high-quality work that adds value to a client’s business will make companies seek you out.
“To improve writing skills, I tell writers to think like a lawyer and write like a journalist,” says Graham. “Do research to build an open-and-shut case using irrefutable evidence, statistics, quotes from industry experts and success stories, then write it as clear as a bell so busy people ‘get it’ quickly.”
According to Kantor, a sure way to improve your work involves what you do before you begin writing. “Before you start a white paper project, do as much research as possible to understand the client’s business,” he says. “This will reduce the amount of hand-holding the company must do. They won’t have to spend as much time communicating technical and company information to you.”
Protect Yourself
How about the nuts-and-bolts of running your business? In times of frustration, we’ve all asked ourselves, “How can I make my business more efficient?”
Kantor says having a contract that clearly spells out your services helps projects go more smoothly. “One of the most difficult challenges is putting together a contract that covers all the bases. A freelance writer deals with a wide variety of customers with many different needs. The contract I’ve developed gives clients some flexibility while clearly defining my pricing, time frame, payment terms and everything else involved in working with a new client. It creates a win-win situation for everyone involved.”
Graham reminds white paper writers of something only experience teaches: “Many white papers are started, but not every one is finished. Sometimes clients get distracted by other priorities. Sometimes the white paper sponsor leaves the company before the paper is done. Freelance writers who want their business to grow must look out for themselves financially. Require at least half of your fee up front. This payment gives you some security and tends to focus the client’s energy. Since they made that much of an investment in the project, they will want to get it finished.”
Listen to the experts. Find a way to stand out from your competition, market to companies that need your services most, research companies before you write for them, and protect your business interests. Do these things and before long you’ll move off that plateau and climb higher than ever.
