Right now, a lot of people are afraid.

Maybe even you.

They look at the news and at past economic cycles and say, “See, a recession will happen any day now. What will happen to my job/business/livelihood when it does?”

Scary stuff.

I get it. I do. For many people (including me,) the last recession was devastating. Sure, many folks are doing 1,000 times better now than they were before 2007, but that fear, uncertainty and doubt remain.

It’s like we’re suffering from an economic-based PTSD. Sure, the worst probably won’t happen. But that doesn’t help us when we wake up at 3 a.m. worrying about stuff.

I learned a lot from the last recession and from talking to other business owners who survived (and yes — even thrived.)

Here are some things to think about:

– A recession does NOT mean you’ll automatically go out of business. 

It’s easy to think that a recession = we all lose money. In fact, many businesses did well during those dark recession years. And yes, even freelance writers. 

It’s important to get your mindset straight NOW, before the other financial shoe drops. If you go into a downtime thinking you’re going to flounder — guess what’s going to happen?

There is always opportunity. You just may need to think outside of the box to find it.

I know business owners who made a bunch of money during the recession and weren’t worried about cash flow at all. (Shocker, I know!) Just because the news is telling you, “Everything is horrible everywhere,” it doesn’t mean it has to be true for you.

– Working in-house won’t necessarily protect you.

Sad, but true. There was a time in 2008 when every. single. one. of my client contacts was fired in the same week. None of them saw it coming. This doesn’t mean your employment is hanging by a thread, but it does mean you’ll want to come up with a plan B — just in case.

Heck, according to this salary survey by Carol Tice, part-time freelancing is the norm. Maybe now is the time to test the waters and to build your writing business.

 – Being “too busy to market yourself” will bite you in the butt.

I hear you. You’re already working long days, and you’re constantly busy. Sure, you mean to update your LinkedIn profile and to contact possible prospects, but who has the time? 

You do.

Instead of waiting for work to come to you, get out there and hustle. Maybe that means connecting with a few LinkedIn contacts every week. Or going to a networking event. Or creating some video tips. Anything you can do to connect with future clients is a good thing, especially if your current reliable client pipeline dries up. 

 – Examine new markets, new skill sets, and new ways to stay competitive.

It’s time to be more than a one-trick pony. Think about new services you can offer your clients (or even your employer.) Stretching your wings, offering different things, and billing yourself as an SEO content marketing consultant makes you more marketable and gives you profitable options.

This is also the time to take a hard look at your target audience and to ask, “Is it worth it?” If you’re constantly underpaid, find a client (or industry) that WILL pay your rates. If you love your niche, think of ways you could expand it. 

– Save money whenever and however you can.

Even a small nest egg will give you a huge sense of control. I use Digit.co to transfer small amounts of money out of my checking account into savings — and it’s been amazing. The amounts are so small that I don’t notice, and I now have a nice chunk of “just in case” cash. 

Some people save X percent of every contract as “just in case” cash. Others transfer money into savings every week or month. Find what works for you and do it — even if you’re only saving $10 a week.

– Can’t save money because things are too tight? Raise your rates.

Freelance writing does not mean “working for less than minimum wage.” Yet, so many writers undervalue themselves because they think they aren’t worth more than $10 a post. You can make at least $50 an hour — and more than $100 per hour — just by positioning yourself and knowing your value.  Especially since there ARE writers making good money.

This is ALL about mindset and marketing. You CAN make more money doing exactly what you’re doing now. 

Want more inspiration? Check out this survey of top-earners (scroll to the bottom of the page to see it.)

 – You’ve got to spend money to make money.

Do you need a business coach to help improve your productivity and to change your mindset — but, you keep saying, “It’s too expensive”? Have you wanted to attend a conference that’s chock-full of prospects, but you’re afraid to spend the money?

Get over it.

NOW is the time to get your mind and finances right for what we all know is coming. Sure, it’s scary to spend money when (1) you’re unsure of the ROI, and (2) you’re already feeling vulnerable. I’ve been there. At the same time, not spending $1,000 now could actually COST you money later.

 – Build a supportive business community and share your story.

When the last recession landed, I felt like I was the only one who was hit so darn hard. I felt horrible about myself (and my business,) and I was afraid to tell my friends how things were really going.

Then, I attended a conference along with some long-time SEO friends. We collectively let down our guard and shared how much things sucked. One friend lost a million dollar contract. Another was thinking about taking a job at his local newspaper. One friend had to lay off his staff and was still dealing with the guilt. This happened to some of the top names in SEO — not just the stragglers.

That dinner years ago was the most cleansing, therapeutic thing that could have happened for me. It normalized my situation, gave me hope, and made me realize I wasn’t alone. 

Create your own community of business/writer friends who “get it.” Think of them like your own personal mastermind group who keeps you happy, sane and focused. You may want to go it alone — heck, that’s typically how I roll, too. But, having folks around you will make things so much easier.

You can enter the upcoming recession feeling confident, secure and prepared. Or, you can fail to plan — and let the financial news (and reality) hit you like a truck. Again.

You have a choice. 

I know what I’m going to do. How about you?

What do you think?

Did Carol’s salary survey results surprise you? Are you ready to take the plunge and to start your own freelance copywriting business? Do you walk around saying, “I ain’t afraid of no recession”? (If so, I applaud you!) Leave a comment and let me know!

Want to know how to start your own freelance SEO copywriting business? I’m running a free webinar on February 14, 2019! Sign up for my newsletter to get all the details.

Do you instantly hit the “ignore” button when you see a “special” client’s name come up on caller ID?

Do you write “please shoot me” notes during client calls?

Choosing the wrong clients is a slow, sure path to insanity. Fortunately, these folks throw up some pretty obvious red flags during the sales process. The key to business success is noticing those red flags in the moment — and not deluding yourself into thinking you can “fix” the client (yeah, right!)

Here are five common SEO writing client types to avoid at all costs:

– The “Taylor Swift” client

“All of my past SEO providers did me wrong, and I want to tell the world!”

If a prospect is outlining her grievances about every SEO writing firm she’s worked with — and this is your first phone call — you may want to steer clear. It’s true that people can make lousy SEO-provider decisions. And it’s true that there are bad SEO companies out there, and you may need to repair some legitimate damage. At the same time, you’ll want to proceed with caution when you notice that blinking neon chip on her shoulder. Especially if the prospect is ranting about her SEO exes instead of discussing the project.

With a “Taylor Swift” client, the real problem may not be “bad” SEO companies. Instead, the client may have some … issues. Just know you will never be her SEO knight in shining armor. No matter how well you perform, you too will “do her wrong” eventually – and she’ll add your story to the mix.

Do you really want to get involved with that hot mess?

– The mullet master

“I know a lot about SEO writing. I need doorway pages and article spinning.”

Does your prospect’s site scream 1999? Are they talking to you about doorway pages, keyphrase density and submitting to article directories? Your client could be so stuck in the SEO past that educating them will be a full-time job.

Assuming they listen to you.

Justin Timberlake may be able to bring sexy back, but you won’t be able to bring keyphrase density back. In a perfect world, you’re able to educate your prospect — and she actually listens to you and takes your advice. Unfortunately, many SEO prospects who are stuck in the past stay that way. They like it there. And they’ll keep calling providers until they reach someone who says, “Article directories? I love it! Yes, I can help!”

The “Yeah … but” prospect

“Yeah … but are you really sure that will work? My mother’s uncle’s cousin said I should try something else.”

Feeling like you’re talking to a brick wall? Do you have tiny bald patches from ripping out your hair? You’re talking to the “Yeah … but” prospect.  This person will shoot down any idea you have, even if they called you for help.

Unfortunately, this prospect is so pessimistic that making a decision is impossible. You’ll send proposal after proposal, but none of them will be “right.” Follow-up calls won’t help. Client education won’t help. This prospect is stuck in a deep hole of indecision, and there’s no way to dig them out. Nor will you probably ever sign a gig with them. Walking away is the safest thing you can do for your sanity (and your bottom line.)

– The “Wimpy” client

“I don’t pay deposits. I’ll pay you the entire invoice when the job is complete.”

This is the client who would gladly pay you Tuesday for SEO writing work you do today.  When asked about paying a retainer, their flat answer is “no.” Maybe it’s because they’ve been “burned by a bad SEO provider” (see my earlier point above.) Perhaps it’s not “how accounts payable does things.” That puts you in an uncomfortable situation. If you want the gig, you have to trust that the client will pay you. And pay you on time.

Your response to this type of client should be something along the lines of “No freakin’ way.” Paying a deposit is a standard practice that shouldn’t freak out a possible client. If it does freak them out, that’s a huge red flag. Essentially, the client is asking you to extend them credit and take on all the risk. If things like paying rent and eating are important to you, always get a deposit up front.

The “shiny objects” client

“I need help with my SEO copywri … Look! A squirrel!”

One day, your prospect is pumped about Pinterest. The next, she’s talking about adding new blog content. The following week, she’s changed her strategy entirely and feels it’s time for a redesign. In the meantime, you find yourself sending multiple proposals and spending hours chatting about your prospect’s “cool idea.”

On the positive side, these prospects are incredibly excited about the SEO and marketing opportunities. On the negative side, they often want to implement them all. Right now. And then change their minds.

Shiny-objects clients are notoriously difficult to help. Sometimes, you can pin them down and get them to sign a contract. Just be prepared for lots of forwarded emails promising to “submit your site to 1,000 directories” or “help your guest posts get more exposure.” If something new catches their eye, you’ll be the first to hear about it.

What other SEO writing client types would you add to the list?

What are the most frustrating words you can hear (or read) after spending hours writing a proposal?

“You’re too expensive. We’re going to go in another direction.”

ARGH!

But, here’s the thing…

We’ve all gone beyond our budget and spent more than we’ve expected.

We buy a slightly more expensive car because it has better safety ratings.

We buy organic produce because we feel it’s better for us.

We splurge for an expensive night out, because it’s been ages since we’ve dressed in something other than yoga pants.

(OK, maybe that last one is just me.) :)

The point is, companies set budgets (sometimes, highly unrealistic ones) limiting how much they’ll spend.

But, like us, companies will make the call to spend more than expected — IF they think the value is there.

 

And that’s the key point.

Those companies that say “no” aren’t necessarily saying, “you’re too expensive.” They’re saying, “I don’t see your value, so you aren’t a good fit.”

​​​​​​​It’s true that some companies will only pay $6/post, and expect you to be THRILLED with that amount. I’m not talking about these folks.

I’m talking about folks who have money, and are ready to spend it…but they aren’t spending it with you.

Sound familiar?

If your proposals are falling flat, here are 9 things to check:

• Are you bidding too low? Believe it or not, your low prices may be what’s causing prospects to run away.
• Should you bid a monthly retainer rather than per-post? Many SEO copywriters brand themselves as “content marketers,” and handle the entire content campaign. Content marketing rates range from $1,250 – 10K+/month, so it may be worth upgrading your skills.
• Are your proposals professional-looking and typo-free? Consider having another writer check out your template and make suggestions.
• Are you bidding too high? Mom-and-pop businesses can’t spend $200 per post, even if you’re the best writer in the world. You may need to adjust your pricing for the market — or change markets.
• Are you providing too much information? Do you feel compelled to brainstorm a complete strategy and include it in your proposal? Stop it! Your prospect hasn’t paid for your brainpower…and you run the risk of your client using your strategy without paying you. This happens all the time.
• Are you getting too personal? Writing, “I’m a new mom who really wants to work from home,” or “I just quit my job,” screams “I’m a beginning writer who isn’t quite serious yet.” Leave the personal information out. Focus your proposal on what you can do for the client, instead.
• Do you sound desperate? “I could really use this job” is a sure way to get your work ignored.
• Do you sound inexperienced? If your SEO knowledge is old or you were never trained adequately, shore up your knowledge before pitching clients. I can’t tell you how many pitches I’ve read with the term “keyword density” in them.
• Are you showcasing your value? What can YOU bring to the table that other writers can’t? If your prospect can’t see what makes you a unique and cost-effective hire, it’s easy to move on to another candidate.

What do YOU think?

Did you think, “Yup, I do that” after reading the list? It’s OK. We’ve all messed up a proposal or two (or more!) The question is — what will you do differently next time? Let me know in the comments.

 

Have you thought about dipping your toes in the SEO writing waters, but you figured it was “too technical” to learn?

Or, have you shunned SEO writing because you’ve heard it was spammy, maddening and not worth your time?

Let me calm your fears…

SEO writing has been around for a long time — close to 20 years now.

A lot has changed over those 20 years.

No longer does Google reward keyphrase-stuffed, spammy writing (woohoo!)

In fact, quality, authoritative writing is what scores a sky-high ranking. You know, the kind of writing you already love to create.

Wondering if you should add SEO writing to your services mix? Here are the 12 most common questions I hear  — and my (sometimes blunt) responses. Enjoy!

1. I have zero copywriting experience. Can I still write SEO copy?

Yes…but…

There will be a learning curve.

You don’t have to be a technical wizard who enjoys coding sites in your spare time. But you do need to understand the SEO copywriting basics.

Otherwise, you are doing your clients a huge disservice. Not understanding SEO best practices means you’ll miss important opportunities (or make mistakes) that can cost your client money.

(Fortunately, SEO copywriting skills can be picked up fairly quickly.)

You’ll also need to learn the basic copywriting ropes.

If you want to help your clients succeed (and that means helping them make sales,) it’s crucial that you understand how to create conversion-oriented copy. It will help you write better Web pages, improve your email campaigns – and even help you drive more traffic to your site.

2. I’m an established copywriter. Should I learn SEO writing, too?

Yes. SEO writing is a service you can offer established clients, increasing your profit margins.

Plus, why wouldn’t you want to help your client drive more traffic to her site? After all, if you don’t provide this service, your client may be forced to find another vendor who can.

3. Do I need to go back to school?

I don’t know of any universities that incorporate SEO copywriting into their curriculum. Some writers choose to get a certificate in ad or business writing — but it’s not required.

4. So, if I can’t go to school to learn SEO copywriting, how will I learn the ropes?

You have a few options.

Unlike some careers, don’t figure that you’ll “learn SEO copywriting” in a few months – and that’s all you’ll need to do. I’m still learning. I’m still researching. It’s a never-ending process.

If you enjoy learning in a conference environment, events like Pubcon and Search Marketing Expo run SEO copywriting panels. AWAI runs web writing workshops.

Occasionally, there are local workshops too – you can always check with an SEO copywriter you like and see if he/she is running anything in your area.

If you prefer to learn from the comfort of your comfy couch, there are online training classes, too (such as my SEO Copywriting Certification training.) Going through a training course can even help land you your first gig.

What should you avoid? Learning the ropes from message boards (where the information could be wrong) and books (where the information may be outdated.) Stick to constantly-updated resources and you’ll be fine.

5. What about working with a mentor? Can I learn that way? 

Some folks prefer a mentor/mentee relationship, where the “master” SEO copywriter reviews your work, answers your questions and helps you learn the art faster and easier.

Some mentors will work with writers for free — but that means you’ll probably be paying in other ways (such as helping your mentor with tasks.) Other people will charge money.

Although “free” is a great price, don’t reject a paid mentor relationship if you have the funds available. You’ll probably be able to work with an SEO copywriter faster (and receive more consistent feedback) if you’re able to pay.

6. I’d rather learn on the job. Will anyone hire a newbie SEO copywriter?

Yes! Although most companies prefer to hire folks with some experience, you can work as an assistant at first — and gradually work on writing projects as your skills improve.

A recent 2016 study found that the average web writer salary is $77,500 — so the income projections are excellent.

7. Won’t what I learn go out of date in just a few months?

Yes…and no. It’s true that Google keeps changing the rules. Having said that, many of the basics (like write for your reader) are the same.

It’s crucial to stay educated in this fast-moving field. If you love to learn, SEO (and SEO copywriting) is a great career choice.

8. How can I find SEO copywriting work?

That depends – do you want to work in-house or freelance? If you want to freelance, think about business owners you know (for instance, your hairdresser, a restaurant owner or a plumber.) Is there some way that you can help them?

You can also work with advertising agencies, SEO firms, copywriting agencies and even web design companies. In short, freelance SEO copywriters have lots of options.

9. How much should I charge for SEO copywriting services?

That depends on a lot of things, including your experience level, your local area (assuming that you are focusing locally,) and the types of clients you want.

If your heart is with small business owners, it makes sense to charge small business prices. If you love working with corporations — and you have some experience under your virtual belt — you can charge much more.

I know some SEO copywriters making 20K a year – and others making over 200K. It all depends on your income goals.

Here are some things to think about when you’re setting your freelance copywriting rates.

10.  Can I be a part-time SEO copywriter?

Yes. Many people when they are first starting out have a “real job” during the day – and work on SEO copywriting assignments at night. Working part-time can be a great way to build up a client base while having the security of a regular paycheck.

11. How can I get paid more money?

That’s up to you. Top notch SEO copywriters understand how the search engines work, and keep up on the latest and greatest algorithmic changes.

Plus, they’re researching topics like NLP, neuromarketing, consumer psychology — anything that will help them write better copy faster.

The more you know, the more you can get paid.

If you love learning and uncovering the latest search engine burp is fun for you, you can look at expanding your skills into content marketing, social media and even consulting and training.

Some SEO copywriters even take on full-scale SEO projects, handling everything from technical to analytics and everything in between.

If this is the route you plan to take, know that you’ll need to spend a lot of time educating yourself. As I mentioned earlier, your lack of knowledge can hurt a client,so be very honest about what you can do – and what you can’t provide.

12. The most important question of all: Is SEO copywriting a fun career choice?

Yes, SEO copywriting is a darn fun career choice.

Some folks choose to turn SEO copywriting into a lifestyle business, where they fit in copywriting gigs around family, fun, and other responsibilities.

Other people dream of having a full-fledged SEO copywriting and content marketing agency, complete with employees, downtown office, and signage.

Still others would rather work for an agency and be part of a fantastic team.

If SEO copywriting is your desired career choice, you have the freedom to create the work environment you’ve always wanted. And having that kind of freedom, combined with doing the work you want to do, is a great gig. :)