I’ve put together a crisis action plan for freelancers. This is part two, how to find work during lockdown. Part one, on how to deal with a crisis while we’re in the middle of it, is here.
I’ve been living by the mantra of putting my own oxygen mask on first for the last month. That means, looking after yourself in order to make sure you’re in a position to then take care of your other responsibilities.
Putting yourself at the top of your own priority list applies to money as much as it does to wellbeing. Money doesn’t buy you happiness and it definitely won’t cure coronavirus, but it will help you weather this storm of uncertainty right now.
You may have lost work, had a project paused or been told that the publication you usually write for has frozen its freelance budget. This does not mean that work is over, it means it’s on hold for now. Yes, it’s scary but there is work out there, you just need to find it. And this guide will help you do just that.
It’s a step-by-step guide to help you get work during lockdown. I’ve written it with writers who’ve either lost work or who are struggling to get commissions from their usual editors in mind. The suggestions in here are intended to help you find other types of writing work to plug the gap until normal work resumes. However, the principles in it can be used by any kind of freelancer looking to find work right now.
Before I get into the steps, the very first thing you need to do is shift your mindset. It’s not business as usual right now, it’s whatever business you can get. You may have had goals you were working on before the pandemic came, plans to do certain types of work or focus on particular areas. Those need to take a backseat right now to a new goal: keep your freelancing safe.
Step One: Identify what skills and services you can offer right now
Your skills are just as valuable in a crisis as they are at any other time. Even if you can’t write about your usual topic, your core skill is writing and that can be repurposed in order to get you through this period.
Start by making a list of the skills you currently have and brainstorm ways for them to transfer to other areas.
For example, you might be a travel writer used to writing about trips abroad. What’s the real skill there? It’s writing engaging copy that gets readers to book a trip. Your skill is writing that sells – it wouldn’t be too much of a jump for you to pitch for branded content work, B2B writing or copywriting.
If you’re a reporter used to writing about the environment, your job is to distill complex terms and provide clear information. Your skill is writing that informs – you could write website copy, explanatory materials or newsletters.
Use this exercise to drill down on what your specific writing skills are and from there you can start thinking about where you could repurpose them.
To help you figure out what kinds of other writing you might be able to do, here are some ideas:
Copywriting: Writing promotional or advertising materials. Any type of writing that encourages a call to action, that might be selling a product or getting someone to click a link. Most people think of copywriting as advertising, but it also extends to writing website copy, marketing emails, newsletters and special reports. Skills needed: writing that gets people to take action
Corporate blogging: Everyone has a blog. Companies included and they pay writers to write for those blogs. Skills needed: informative writing with a conversational tone
Content marketing: This is a form of marketing in which content (blogs, videos, articles) are used to promote a brand’s messaging. It’s a slightly less direct form of copywriting and a style of writing that often looks very similar to editorial. Skills needed: conversational writing style
B2B writing: Business-to-business writing is one company creating content in order to sell to another. So an example would be a medical supplies company producing a blog to make content for healthcare professionals. B2B writing often also includes white papers, which are reports focused on a specific issue. Skills needed: clear writing with an authoritative voice
Case studies: Ever received a press release and there was a written case study in it? Someone got paid to write it. Skills needed: interviewing and storytelling skills
You don’t have to get bogged down in the specifics of what type of writing you could do. The point of the above list is to help you start thinking about where there might be opportunities for you to use your existing skillset.
Step Two: Find the industries that need freelancers right now
In every crisis, there is an opportunity. And I’m not talking about the people stockpiling hand sanitizer to sell at inflated prices. The industry you work in might be struggling right now, but plenty of others are booming.
Your next step is to find companies who are actively taking on freelance work right now. To get you started, here are six industries doing well right now:
Healthcare (medical devices, diagnostic apps, health media)
Delivery services (food delivery, independent/local stores shifting to online, laundry services)
Wellness (at-home fitness, meditation apps, home workout gear, working clothing, athleisure)
Entertainment (gaming, media services, internet providers)
Online education platforms (learning platforms, online quizzes)
Collaborative online tools (video conference software, project management tools)
Start putting together a list of companies to approach about freelance work. To narrow down your search, start with an industry that’s closest to your current area of expertise. For example, if you’re a travel writer, you might feel more comfortable finding work in the wellness industry than healthcare.
From there, start researching companies that work in this sector. You can use Google, LinkedIn, Twitter and Instagram to find these companies. Aim for a list of around 25 companies. Once you’ve got that list, use LinkedIn to find the name of the marketing manager, head of content or even the editor in some cases. Hunter.io will give you the email address format, or you can message them directly on LinkedIn.
Step Three: Cold pitch new clients
Take your list of companies and start reaching out to them!
Many freelancers are struggling with the idea of “selling” right now, it feels grubby and uncomfortable. Try to think about it this way: you might have lost work, but there are companies out there who need additional workers right now. You have a valuable skill that you can provide them and be of help right now. Some of these companies may be providing a product or service that’s directly contributing to the combatting the virus. Others might be making something that helps people relax in trying times. Putting noble causes aside, remember that if you earn money and can support yourself, that takes the pressure off the social system and plays a role in injecting cash back into the economy.
As for how to go about approaching new clients about work, start by thinking about what they need from you right now. Most companies are after fast turnaround and anyone who can help them figure out solutions to problems they’ve never faced before. Above all else, any company would be thrilled to work with a level-headed freelancer who can help them out in some way.
Do acknowledge that you know it’s a difficult time right now, but there’s no need to apologise for it. You’ve done your research and you believe that you have a valuable skill they need in this crisis.
I’ve put all this together into an example of an email you could send to clients right now.
Hi XXX,
My name’s Anna and I’m a freelance writer who specialises in business, culture and technology. I write for titles including the New York Times, the Guardian and Wired.
I’m getting in touch to ask if you’re accepting freelance work at the moment. I know this a very difficult time for all businesses and I do hope you’re doing OK during this uncertainty. I thought it was worth reaching out in case my services can be of some help to you right now.
I can write company blog posts, content marketing features and I’m available for fast-turnaround pieces. I’ve included a few links to examples of my work at the bottom of this email. We’re all struggling right now, so do let me know if I can be of help to you and your business in any way.
Looking forward to hearing from you and hopefully working together in some capacity.
Thanks very much,
Anna