Capítulo 1
The Lucrative Path of Commercial Writing: Breaking Free from Writer Poverty
Imagine earning $100,000 to $200,000 annually as a writer without being a bestselling novelist or award-winning journalist. While most aspiring writers struggle for meager pay, a select group quietly builds six-figure incomes by writing for businesses rather than publishers. Robert W. Bly's "Secrets of a Freelance Writer" has become the definitive guidebook for this lucrative path since its first publication in 1987, with thousands of readers transforming their careers by following his proven system. The book has gained cult status among professional writers, with many successful freelancers crediting it as the turning point in their careers. Unlike theoretical advice from academics, Bly's guidance comes from his own journey from corporate employee to highly-paid independent writer earning well into six figures annually.
Capítulo 2
Redefining Success in the Writing Profession
Most writers severely underestimate their earning potential. When Bly speaks to writing groups and asks who believes they can earn $40,000 annually from writing, few raise their hands. Yet he confidently tells them that earning $40,000 is ridiculously easy, and with the right approach, $100,000-$200,000 is achievable.
Making six figures as a writer doesn't require genius or greatness-just competence. You need three things: a new attitude that embraces commercial writing rather than looking down on it; dedication to treating client work with respect; and a businesslike approach that includes marketing yourself effectively.
The conventional path of magazine articles and books rarely pays well. Most freelance journalists earn under $50,000 annually, and book advances typically range from $5,000-$25,000. To succeed financially, writers must abandon the "poverty mentality" that assumes low earnings are inevitable in this profession.
High-profit writing-work performed for corporations and businesses for commercial purposes-offers greater financial rewards with less competition. These assignments help clients sell products or services through various written materials including advertisements, brochures, websites, newsletters, and more. This field provides steady income, professional treatment, and guaranteed payment for completed work, unlike the uncertainty of traditional publishing.
The advantages of commercial writing are substantial: significantly higher income (2-4 times more than magazine/book writers earn), steady work from repeat clients, project variety that prevents boredom, high demand with less competition, professional treatment from clients, guaranteed payment for completed work, no need to pitch ideas, financial security, and a steady stream of new business.
The main disadvantages include lack of bylines as most work appears under the client's name, less creative freedom since you must follow client specifications, the necessity of marketing yourself, dealing with slow payments, occasional client disputes, unbalanced workflow (feast or famine), handling all aspects of a one-person business which can lead to burnout, and the sedentary nature of writing which requires deliberate exercise for health maintenance.
Capítulo 3
Breaking Into Commercial Writing Without Experience
Yes, you can make $100,000+ annually as a freelance writer even without extensive experience. Clients fall into three categories: one-third care more about reliability and capability than samples; one-third demand extensive credentials and perfectly matching samples; and one-third are ready to hire based on your word and reputation, not caring much about samples. This last group-representing potentially 3.3 million businesses in the US-is where beginners should focus initially, though they may offer smaller budgets.
Most aspiring writers have more experience than they realize. Even seemingly insignificant writing-like technical manuals edited at work or church newsletter articles-can convince clients to hire you. Bly's own career began when a guidance counselor helped him leverage his college newspaper articles into a staff writer position at Westinghouse. Everyone has done some writing; it's impossible to participate in modern business or education without it.
If you truly lack samples, create some. Low-pay or no-pay opportunities can provide valuable experience and portfolio pieces. Volunteer for nonprofits that need newsletters, press releases, and fundraising materials. Write for your church or club newsletter. Contribute articles to trade journals in your target industries. Offer to create marketing materials for friends with small businesses at reduced rates. The goal is to quickly build a small but solid portfolio of 3-4 quality samples you can show potential clients.
You don't need dozens of samples-just a few good ones that demonstrate your abilities. Keep copies in a folder to bring to client meetings, but focus on asking questions about the client's needs rather than your background. Only show samples if asked. If clients don't request to see your work, don't force it-they may already be sold on you.
Start in areas where you have strong interest, aptitude, or prior experience. Your enthusiasm will show through in your writing, and your knowledge will make you more valuable. Just ensure your specialty isn't too narrow-"health care" is better than "diabetes-related health care," providing enough potential clients to sustain your business while still giving you a competitive edge over generalists.
Well-known company names on your client list significantly impress prospects. If an opportunity to work with a Fortune 1000 company arises, take it even if it's not your dream project. You don't need a regular contract or large assignment to legitimately include a company on your list-even a $50 article for a corporate magazine qualifies.
Without extensive experience, your marketing materials should emphasize who you are and what you can do rather than past accomplishments. Focus on your credentials, abilities, services offered, project types, target industries, and the benefits clients will receive. Project competence and confidence in your materials, and many clients won't dig into your lack of experience.
Capítulo 4
Setting Up Your Freelance Writing Business
Understanding why clients hire freelancers is crucial for selling your services. The nine primary reasons include: 1) Overworked staff writers need help meeting deadlines; 2) Companies prefer understaffing and hiring freelancers during busy periods; 3) Freelancers may offer higher quality for specific projects; 4) Clients seek better measurable results from direct response materials; 5) Freelancers provide fresh perspective when staff writers grow stale; 6) Companies need expertise they don't have in-house; 7) Clients become dissatisfied with current suppliers; 8) Freelancers are more cost-effective for occasional projects than agencies with monthly minimums; 9) Freelancers offer flexibility on deadlines, fees and working arrangements that others won't.
Specialists almost always earn more and are in higher demand than generalists. When companies hire freelancers, they want someone who can immediately handle a specific project without training or supervision. They seek writers with expertise matching the job at hand, not just general creativity. Specialists can command premium rates because clients prefer proven expertise in their field.
You can specialize by industry (IT, finance, medical) or by project type (direct mail, speechwriting, white papers). The highest-paying specialties include direct mail, financial services, medical writing, high-tech, speechwriting, and annual reports.
Most writers develop specialties organically rather than by deliberate choice. You can have multiple specialties by creating targeted marketing materials for different client segments. Beginning freelancers should start as generalists, then analyze their first year's work to identify potential specialty areas. Being a specialist doesn't mean rejecting work outside your specialty-diversification keeps you creatively fresh.
Over 90% of freelance commercial writers work from home, eliminating commuting time and office rent. However, Bly discovered he prefers working at an outside office after his first son's birth. The separation between work and home helps him relax and provides privacy.
A comfortable writing environment increases productivity. Plenty of desk space and file storage boosts efficiency. If working from home, maintain separate phone numbers for business and personal calls, with professional voicemail coverage. You also need a fax machine on a third line. This professional setup signals clients that you're running a real business.
Using a PC is absolutely essential for today's freelance commercial writer-typewritten manuscripts are no longer acceptable. Clients expect to receive copy as Word file attachments via email. Invest in the best computer system and software you can afford. Whatever configuration a salesperson recommends, get twice that capacity-your system will become outdated quickly.
Every freelance writer should build a reference library focused on their specialty subjects. Having information at your fingertips dramatically improves productivity-no more wasted hours at the library or searching online. While clients typically provide background information, having your own resources helps fill gaps or enhance your writing with additional facts.
Capítulo 5
The Lucrative World of Commercial Writing Projects
Ad agencies and corporations need print ads for magazines and newspapers. Fees range widely-$1,250-$3,500 for full-page ads and $750-$1,000 for fractional ads. Study effective ads in publications, build a clipping file of compelling examples, and read advertising classics by Ogilvy and Caples to master this form.
Annual reports represent lucrative opportunities for freelancers, with fees ranging from $8,000 to $15,000+ per project. Fortune 500 companies typically pay higher fees for their more elaborate reports. One writer reported earning $20,000 for a single Fortune 500 food company report. These fees include numerous revisions, which are standard for annual reports. Landing just a few of these assignments can substantially boost your yearly income-six reports could generate $50,000 to $90,000.
Corporations occasionally need ghostwritten books to promote their methodologies, technologies or causes. Management consulting firms, for instance, gain prestige and visibility by publishing books about their unique approaches. Ghostwriting fees typically range from $125-$175 per book page (300-400 words), making a 200-page book worth $20,000-$30,000.
Brochures represent one of the most abundant commercial writing opportunities. Despite the digital age, virtually every organization-from hotels and museums to product manufacturers-relies on brochures. Full-sized brochures (approximately 7x10 inches) typically contain 400 words per page with graphics. Writers charge $750-$1,000 per page. "Slim jims," designed to fit business envelopes, command $1,500-$2,500.
Case histories-product success stories showing how clients solved problems using specific products or services-follow a standard formula: problem statement, solution search, implementation details, and results achieved. These typically run 500-1,500 words on a single letter-sized sheet. Writers charge $1,500-$2,500 for these pieces, with fees varying based on length and complexity.
Direct mail packages for lead generation typically include an outer envelope, business-reply card, 1-2 page letter, and possibly a slim jim brochure. Fees vary widely from $2,000-$5,000+, with higher rates for clients who mail large quantities, sell expensive products, or depend heavily on direct mail for business development.
E-mail marketing takes various formats with corresponding fee structures: "Teaser" emails (brief paragraphs driving readers to landing pages): $1,500-$2,000; "Lead-generation" emails (equivalent to one-page sales letters): $1,500-$2,000; "Long-copy" emails (equivalent to 2-3 page sales letters): $2,500-$3,500; "Online conversion series" (5-7 follow-up emails): approximately $1,000 per message.
Landing pages function as specialized websites dedicated to selling single products like newsletters, e-books, or conferences. Essentially online equivalents to 6-8 page sales letters, these pages direct visitors to simple order forms. Fees range from $3,500-$7,500 depending on length, complexity, product type, and client size.
White papers are promotional pieces disguised as informational reports, containing useful how-to content while subtly selling products or services. Typically 4-10 pages (300-400 words per page), they command $2,000-$7,000 depending on complexity and writer experience. A survey found 41% of white paper writers charge $2,000-$5,000 per project.
Capítulo 6
Setting Your Fees and Building Your Income
Setting appropriate fees is one of the most challenging aspects of freelance writing. Charge too little and you diminish your perceived value while working harder for less money; charge too much and you risk losing jobs to cheaper competitors. According to Chris Marlow's 2004 survey, 50% of freelance copywriters earn $40,000-$100,000 annually, with 25% earning over $100,000.
Most professional writers (74% according to one survey, 64% according to another) charge fixed project fees rather than hourly rates. Project fees are generally more lucrative because clients often balk at high hourly rates but will accept substantial project totals. Fixed fees make your earnings somewhat mysterious to clients, who focus on the deliverable rather than your working methods or hourly value.
Hourly rates work best when: you're at the top of your profession commanding $100+ hourly; the job cannot be accurately estimated due to unclear specifications; the project is too small for a fixed fee; or for non-writing tasks like consulting, editing, or attending meetings. While some writers charge different rates for different services, Bly recommends maintaining one premium rate to reinforce your professional value.
Every writer needs an hourly rate, whether billing hourly or calculating project fees based on estimated hours. To determine your rate: calculate your current hourly wage (annual salary / 2,080), then multiply by 2.5 to compensate for lack of benefits, business expenses, and risk. This minimum rate ensures profitability, though you should research competitor rates to position yourself appropriately. Test your rate with clients-if they accept without hesitation, consider raising it; if you lose jobs due to price, adjust downward.
For project pricing, estimate the time required and multiply by your hourly rate. For uncertain projects, quote a range rather than a fixed price. Research competitor rates by calling them directly or having someone pose as a potential client. Rates vary widely-press releases range from $200-1,000, while sales letters typically run $750-2,000. Client expectations will help you calibrate your pricing within these ranges.
When agreeing on fees, establish clear terms about what's included: number of revisions, meeting time, payment schedule, and what happens if the client dislikes the copy. Bly's standard terms specify that fees cover copy only, assignments are handled remotely, copy is based on client-provided materials, there are no hidden charges, he absorbs incidental expenses, clients pay for overnight shipping if required, and new clients pay 50% in advance with balance due upon receipt. Revisions are free if assigned within 30 days and not based on changes to the original assignment.
Capítulo 7
Finding Clients and Marketing Your Services
For most commercial writers, prospecting is essential. Just as major corporations must advertise to sell products, freelancers must promote themselves to generate assignments. Sales leads-inquiries from potential clients expressing interest in your services-are vital to your business growth. Established freelancers typically spend 10-25% of their time on self-promotion, while beginners must devote even more effort to building their reputation and client base.
Cold calling-phoning prospects you don't know to seek business-can be effective when done properly. Rather than delivering a sales pitch, successful cold callers ask qualifying questions to identify decision-makers and determine next steps. The approach involves introducing yourself, confirming you're speaking with the right person, asking about their freelance hiring practices, and inquiring what it would take to be considered for projects.
Direct mail is one of the most effective self-promotion tools for freelance writers. It can range from simple one-page letters to elaborate packages with brochures and reply cards. For freelancers with limited budgets, simpler is often better-a one-page form letter with a reply card in a standard business envelope works well. Testing with small mailings (around 100 pieces) before scaling up helps refine your approach.
Personalized letters targeted to specific prospects can be more effective than form letters if you have the time. The key is personalizing not just with the person's name but with specific business details that demonstrate your knowledge of their industry and products. To balance personalization with efficiency, create a "boilerplate" letter that you can tailor with a few custom details for each prospect.
Small classified and display ads can effectively generate leads for freelance writers. Test small versions first before investing in larger ads. Place ads in publications read by your target clients-industry magazines, trade journals, and local business newsletters. For writers targeting advertising agencies, publications like Adweek and Advertising Age work well.
Networking-making business connections through personal contacts-can combat the isolation of freelance writing while building valuable professional relationships. Even introverted writers should push themselves to attend industry events, join professional associations, and make personal connections. Benefits include meeting potential clients, finding reliable vendors, and building a resource network you can tap when needed.
Despite studies showing the necessity of sales literature for selling business services, many freelance writers operate without any. When prospects request information, a well-crafted brochure package lets you respond efficiently while screening out tire-kickers. Some writers use a single brochure, while others (like Bly) prefer a comprehensive "package" of multiple elements. The package approach offers three advantages: it makes a more impressive desk presence, allows for easy updating of individual components, and provides multiple opportunities to capture interest.
Capítulo 8
Building Your Online Presence
While freelance writers can operate without a website, having one significantly enhances credibility and business opportunities. This is especially important for securing web copywriting assignments, which represent a growing percentage of available work. Without your own site, clients may question your online marketing knowledge and overlook you for both digital and traditional projects.
To create an effective freelance writer website: 1) Register a branded domain using your name (e.g., www.bly.com); 2) Design content specifically for potential clients rather than casual browsers; 3) Organize information logically for easy navigation; 4) Address common client questions preemptively; 5) Make your portfolio the centerpiece with easily viewable samples; 6) Offer free downloadable articles to add value; and 7) Showcase any books you've written with links to purchase. Offering something free in exchange for email addresses helps build a valuable database of prospects that can be converted to clients through newsletters and special offers.
Essential sections for a freelance writer's website include: a home page with positioning statement, registration box for newsletter signups, privacy statement, services description, portfolio of work samples, biography with photo, client list, testimonials, articles page, books section, contact form, FAQs, and links page. Additional useful sections might include recommended vendors and your working methodology. Design tips include displaying contact information prominently on every page, regularly updating content, and clearly identifying your professional specialty.
Publishing your own e-zine (electronic newsletter) can be your most effective self-promotion tool, generating substantial additional income. After creating a website, distributing a free e-newsletter is the most effective internet marketing strategy for freelance writers. By offering a free e-zine, you give website visitors a reason to register with their email address, converting casual browsers into qualified prospects.
When you publish an e-zine, online marketers will approach you to endorse their products to your email list on an affiliate basis. You can either mention their product in your regular e-zine with an order link, or send a dedicated solo email promoting the product. These affiliate arrangements typically earn you commissions ranging from 30 to 50 percent of sales generated.
For creating a profitable e-zine, use text format instead of HTML for easier creation, though you sacrifice the ability to measure open rates. A newer "text in HTML shell" format allows for open rate tracking while maintaining a text appearance. Publish monthly to maintain awareness without creating excessive work. Keep your e-zine brief-five or six items per issue, each just a few paragraphs long, allowing readers to consume articles in under a minute. Maintain an 80/20 ratio of useful content to promotional material.
Capítulo 9
Managing Client Relationships for Long-Term Success
Successful client meetings require a consultative approach rather than portfolio-centered presentations. While traditional writers focus on showing samples, consultative selling focuses on the client's marketing problems. Instead of lugging an oversized portfolio that dominates the meeting, carry samples discreetly in your briefcase and begin by asking, "Tell me about your marketing problems." Position yourself as a problem-solver and business consultant rather than just a writer.
After pricing, clients most commonly ask about turnaround time. Your schedule depends on your writing speed and external factors like information availability. Most freelancers quote two weeks as standard turnaround for single projects, though this varies by project size: ads (1-2 weeks), sales letters (1-2 weeks), brochures (2-3 weeks), catalogs (3-4 weeks), and white papers (3-4 weeks). Add extra time for complex topics or when you're already busy. Never take on more work than you can handle-missing deadlines is the quickest way to lose clients and damage your reputation.
To consistently meet deadlines: never overload your schedule, always leave buffer time for unexpected client requests, keep project deadlines visible, schedule deadlines for early weekdays to give weekend backup time, use electronic delivery methods, and plan for emergencies by arranging a "covering writer" colleague who can step in if needed.
Focus on winning clients rather than just assignments. To build ongoing relationships: seek clients who can provide steady work, consistently deliver excellent service, develop personal connections through occasional meetings, send thoughtful gifts for referrals or special occasions, participate in client activities like holiday parties and industry events, share relevant articles and news with clients, make occasional friendly phone calls without soliciting work, cultivate relationships with everyone in the client organization (especially assistants and receptionists), and always remain courteous and patient, recognizing that clients hold all the power in the relationship.
There are three fundamental rules for keeping clients satisfied: do your best work on every project, never miss deadlines, and exceed client expectations. Never rush or shortchange a job to boost your hourly rate when charging by project. Even if a job takes more hours than anticipated, spend whatever time needed to produce your best work. The client cares about quality, not your profit margin.
Reliability with deadlines is one of clients' top concerns after price and quality. Missing deadlines can cause clients to miss critical mailings or trade shows. Winning client loyalty means delivering more than their money's worth. This doesn't mean giving away your services, but rather providing thoughtful extras that demonstrate genuine interest in their business success.
Capítulo 10
Creating Exceptional Copy That Sells
To succeed as a freelancer, you must consistently produce copy that satisfies clients, generating repeat business and referrals. The first crucial step is thorough research-collecting and studying all available background material on the product, industry, and market to create strong, specific selling copy.
Request and study comprehensive materials before writing, including websites, previous ads, competitors' materials, product literature, articles, speeches, testimonials, complaint letters, reviews, marketing plans, and product specifications. After reviewing materials, highlight key information and compile it into a concise document. Follow up with questions about product features, benefits, competitive advantages, applications, target markets, and customer motivations. The more facts you gather, the easier writing becomes-when copywriters don't research thoroughly, they fall back on empty phrases instead of compelling specifics.
A copy platform outlines your planned approach before writing the full piece. Typically including: proposed headlines, a brief overview of your approach with rationale, a bullet-point outline of major points in presentation order, details about the offer (price, terms, premiums), and target market description. Alternatively, submit just the first page of a promotion containing the headline and lead. This approach prevents surprises when delivering the first draft, as the client can approve your creative concept early, making them happier with the final result.
While copywriting rules like "be concise" and "use short sentences" work 90% of the time, top copywriters know when to break them. Sometimes adding words improves clarity, emphasizes important points, or addresses emotional needs. Jargon can be effective with specialized audiences to establish credibility. Not every headline needs an explicit benefit-sometimes addressing a specific audience works better. Occasionally, using bigger words instead of simpler ones can make products seem more valuable.
To increase copy effectiveness, target specific audiences rather than using general messaging. Always include a clear next step or offer. Use statistics and facts demonstrating client reliability and customer satisfaction, and include actual testimonials with attribution. Show industry understanding with relevant facts and buzzwords. Use question headlines to engage readers. Write from the customer's perspective, add time references for immediacy, emphasize guarantees, and find ways to turn negatives into positives.
To maximize earnings and meet tight deadlines, write during your peak energy hours (80% of home-based entrepreneurs start before 9am). Create uninterrupted blocks of time by working early mornings or evenings, and use caller ID to screen calls. Create detailed outlines before writing to make the process faster and gain client approval early. Set up computer files with headers, footers, and boilerplate text first. Use scanners and electronic documents to avoid re-keying content. Start with easy sections to build momentum, and maintain files of previous work to repurpose content when appropriate.
Capítulo 11
Building a Sustainable Six-Figure Writing Business
As a freelancer, your income is limited by your available working hours. Six methods can help increase your profits:
1. Write Faster: Speed dramatically increases profitability. A $500 assignment completed in half a day instead of two days quadruples your daily rate from $250 to $1,000. Experience naturally builds speed-you'll write your hundredth sales letter far more efficiently than your first. Contrary to perception, quickly written copy often proves better because it flows more naturally.
2. Raise Your Fees: When increasing rates, limit increases to 10-20% at once, raise fees no more than annually, and prepare to lose price-sensitive clients while attracting premium ones. Give current customers advance notice and special consideration, such as maintaining old rates until year-end.
3. Look for Royalty Arrangements: Royalty arrangements create passive income-money earned without additional labor. For example, negotiating a $20,000 fee per million direct-mail packages means earning that amount each time the client mails another million using your copy.
4. Hire Assistants: Administrative tasks consume time better spent writing or thinking. Some successful freelancers employ full-time assistants for research, proofreading, and administrative work. Others find explaining tasks takes longer than doing them.
5. Start Your Own Company: Beyond freelancing, you might start an editorial services company, hiring other writers to complete assignments at lower rates than you charge clients. However, running a company involves significantly more administration, management, client relations, and business development than freelancing.
6. Find Additional Profit Centers: Develop supplementary income sources beyond writing. Dr. Andrew Linick, "the copyologist," exemplifies this approach with multiple ventures: corporate marketing consulting, his own advertising agency, self-published books and reports, magazine articles on photography and self-defense, equipment sales, and directing the Copywriter's Council of America.
While freelance writing offers freedom from bosses and commutes, constantly creating new content can be exhausting. Burnout symptoms include fatigue, insomnia, digestive issues, irritability, depression, and resentment toward work. The five-to-seven-year mark proves particularly challenging, when writers often feel they've reached their income ceiling, face stagnation, and question their career choice. Writers who survive this milestone typically remain in the profession long-term. Combat burnout by taking vacations, temporarily reducing workload, pursuing different creative projects like novel writing or continuing education, socializing more with other writers, adding variety to your client base, adding a profit center, taking a part-time job, or considering a career change if truly necessary.
Success in freelance writing requires persistence through inevitable ups and downs. Some days will be easy and profitable while others will be frustrating with minimal income. Many contacts won't produce immediate results-people may be too busy, uninterested, or not ready to make decisions. The number-one reason for failure is giving up too soon. When facing rejection, learn from it and improve your approach. During dry spells, intensify your efforts rather than quitting. Maintaining high levels of marketing activity-even when busy-ensures steady work flow and allows you to be selective about clients and maintain higher rates.
For freelancers without significant wealth or alternative income sources, saving and building a nest egg is essential. While tax laws have reduced some advantages of self-employment retirement plans like SEPs and IRAs, these remain among the best investment vehicles available to freelance writers. You must create your own pension-invest a portion of income in safe investments like money markets, mutual funds, and tax-free bonds. Having substantial liquid savings provides psychological security for freelancers, allowing you to weather business slowdowns. Try to save 10-40% of client payments, remembering that approximately 38% of gross income will go to taxes for those in top brackets.
