Blurbs…Think Pithy

Sometimes a blurb can go a long way toward helping stir up interest in a newsletter than what an average length article can do. A blurb is a pithy paragraph that gives out enough information to generate an I want to learn more about this subject response from the reader.

Most blurbs are one paragraph in length and contain no more than 100 words. Alternately, two or three smaller paragraphs can also be effective, depending on the space available.

A blurb can be particularly useful when you want to attract attention to a topic, without setting aside an entire web page for an article. A link at the end of the paragraph such as More Information Inside can generate the desired click through to the rest of your article or to the product that you are selling.

Blurbs are particularly good devices when placed on the outside of a newsletter, especially for one that has been tri-folded and gets mailed out. One part of the two exposed folds of the newsletter contains the address, while the other exposed area is usually left blank.

Use the blank section to make your pitch to compel the reader to open the newsletter up and continue reading it instead of pitching it in the trash.

Some of my newsletter clients specifically ask for a blurb to go with the main article I am writing for their newsletter. I try to find some way to tease readers to open up the newsletter, by using carefully selected words, but not too many of them.

The Article Writer Mailbag, Take 14

Q. I’ve hit a dry patch with freelance writing — I have no new projects coming in and my current gigs aren’t meeting my expenses. I’m not ready to throw in the towel just yet, but things are looking bleak. What can I do?

A. Let me first congratulate you for what you’re doing — working for yourself. There aren’t many of us who are braving the freelance world, choosing to go out on our own instead of depending on one employer for our sustenance.

Therein lies the rub. You’ve taken a bold step, have built up your work, and now you’re going through a dry spell.

It is easy to lose confidence in your abilities when the work flow ebbs. I’ve gone through extended times of little or no income and these experiences aren’t particularly fun. However, they do serve one purpose: to help you gauge if freelancing is right for you.

Personally, I have decided to keep on keepin’ on in part because I believe that this where my long term career search will be, not with some company who may or may not keep me around for the long haul. Once you determine what you want, then go for it and don’t look back.

I’ve also discovered that there are a few things that help me when things are slow including:

Marketing: If you’ve been so busy with projects that you haven’t been spending time marketing yourself, look at the slow times as an opportunity to contact past clients, connect with people through business-oriented social media sites such as LinkedIn, and make a point in searching for new customers through job boards, cold calling, etc.

Diversify: The backbone of my business is writing, but I also own several blogs and sites which generate income for me, particularly through advertising. It isn’t a lot of money, but a different source of income certainly helps.

As your business picks up, look for a variety of customers who can provide work for you. If one drops off, it won’t be so devastating in the future. I learned this the hard way when my chief customer in 2005 didn’t need me all that much in 2006 – more than three-quarters of my business dried up almost overnight!

Temp: If your drought is prolonged and you absolutely must work, consider taking a temp position. You aren’t retreating from freelancing, rather you’re finding whatever work you can to help pay bills and to keep yourself busy. Temp jobs can lead to other work, opening up additional windows of opportunity.

I don’t believe that the feast/famine cycle of freelancing has to rule our lives. Through careful planning, we can seek customers who provide steady work and supplement those with customers who have special projects we’re interested in doing. I’ve learned to turn down small jobs in the short run in order to hold off for larger, extended projects even when things are bleak — my patience has been paying off as my current client base is a stable source of income even as small projects come and go.