Starting a Solo Career With a Phone Call
July 2019
Technically, I was a senior marketing writer in a law firm. More accurately, I was the senior cut-and-paste person without enough work to keep me busy with a boss who shot down my new ideas. More work for me meant more work for her.
Then one day, my phone rang. On the other end was a friend who knew my frustration. He had an opportunity — a nine-month contract to handle media relations for the world’s largest air show celebrating the 100th anniversary of flight.
The next day, I jumped. Though it would be a cut in pay, the experience would boost my journalism-heavy résumé and I still could pay my bills (and health insurance).
But near the end of the contract, I realized I wouldn’t need my résumé. I was hiring myself. After discovering more people looking for project-focused writers and PR pros, my clock-watching days were done.
What have I learned the past 16 years? A lot, but here are three lessons that should be helpful:
- Know that referrals don’t start as referrals. Always do your best work and make it clear you are an independent practitioner. I secured a multiyear retainer based on my review of third-party content submitted to my client. (The third party remembered me when an editor went on maternity leave.) I secured another client when a former co-worker moved to another law firm that needed help.
- Set rates that get you what you want — and what you want may be more than money. Even though I knew my take-home pay would be less, the air show deal gave me experience I didn’t have (and became a client for 11 years). I also have worked with high-profile clients who didn’t pay the best so I could use their name in my marketing. Now that I’m 16 years into this, I no longer hesitate to charge my worth even if I don’t get the client.
- Enforce boundaries. Some clients see independent practitioners as a cheap alternative to agencies. Even if you are less expensive, that doesn’t mean you won’t charge for work outside the agreed-upon scope. If a client requests additional work without mention of additional compensation, I simply reply, “I can deliver that within the next month for $xxx. Does that work for you?”
Simply put: Do great work. Do what works for your business. Speak up. And enjoy your success!
Ann Gynn consults, trains, and speaks on communication strategies and implementation at G Force Communication in Northern Ohio. Connect with her at ann@gforcecommunication.com or on Twitter @anngynn.
