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Topic: What percentage of your pitches make sales?
| Author | Message |
| Ronasaurus Rex | Posted – 2/2/2009 10:30:17 AM | show profile | flag this post I'm taking a graduate Branding and Market Positioning Class where I get to audit my freelance business and its 'brand.' A fellow student asked me "What's the response rate on your advertising campaign?" By advertising, he meant queries, blogging, tweeting, telephone pitches, lunch meetings--all those things we writers do to get ourselves noticed. For what it's worth, here are my sales percentages: I'm getting 2-4% from email queries, over 50% from telephone and face-to-face, 20% from Twitter connections, 0% from LinkedIn, 0% from blogging (just started). So, what's your response rate? What's working, what's wasting your time? |
| Laurie PK | Posted – 2/4/2009 12:00:03 PM | show profile | email poster | flag this post I've never made a sale via the telephone or snail mail (probably because I've never pitched that way!). Ron, your stats tell me I should consider getting on the phone! For every 10 email queries, I probably make 2 sales. Maybe 3, now that I'm getting better at it and developing relationships with editors. Still -- it's probably not that great a return on my investment! Another thing to consider is, what's your speciality? My focus is solely on national magazines and sites: Reader's Digest, Health, Woman's Day, MSN Health etc..... And, I'm building my blogs. So, my sales success rate is probably lower than if I also pitched to trade magazines, businesses, etc. Interesting question, Ron! I'd love to hear others' responses to the "what works, what doesn't work" question. ------ Quips & Tips for Freelance Writers Quips & Tips for Achieving Your Goals |
| Ronasaurus Rex | Posted – 2/4/2009 11:48:26 PM | show profile | flag this post Heh, my "telemarketing" numbers look good because I just don't make as many phone calls as I do queries! Still, the "live editing" benefit of telephone pitches (tweak as you speak) definitely improves your chances. And people have a harder time saying no on the phone than they do by email. It was pretty disheartening to discover that I'm writing 25-50 email queries to land one sale, but that includes one sentence pitches with my active editors, so it's not awful. It is an interesting question for folks to ponder, even if they're too timid to share or too unaware of themselves to actually know. I had another student ask me if I ever did promotional campaigns, which made me laugh. Imagine tagging every query with "20% off all contracts signed before February 15! Hurry, this sale ends soon!" Hmmm... saying it out loud, it's not that bad... ;-) As of today I could technically chalk one up to LinkedIn, since an old friend (I officiated at her wedding--yes, I freelance in many ways--you can call me Reverend) overheard her boss mentioning the need for a freelance writer and she did the shmoozing on my behalf. Since her boss contacted me through LinkedIn, I think that counts... |
| abqwriter | Posted – 2/5/2009 12:54:34 AM | show profile | flag this post I'll give you some perspective that has come with freelancing for a decade: year one I probably sent out twenty-five email queries to get one assignment. I spent hours looking through Writer's Market for good venues to pitch and followed up on each query. All of this after selling the first thing I pitched and gaining a couple of steady gigs from that pitch. It didn't automatically make it easy sailing; it took a lot of queries to keep busy. Today I rarely pitch an idea. I have several editors and clients who call me with work, and I take what I can handle and never accept an assignment when I know my plate is full. When I do send a pitch, I'd say it's successful about 80% of the time. By the way, I am talking freelance here, not pitching fiction or nonfiction books. |
| Wolf Shadow | Posted – 2/6/2009 12:49:46 AM | show profile | email poster | flag this post Ronasaurus. Do you mind if I ask what you are doing on Twitter that you get 20% of a response? Did you already know these connections or are these strangers? I tried Twitter briefly, didn't get it, and subsequently abandoned it, but I'm always surprised when people say they make connections and land projects...so I'm just curious. |
| dribbledrive1 | Posted – 2/6/2009 2:20:23 AM | show profile | flag this post It depends what your goals are. If you are simply trying to generate business -- work work where money is the primary concern -- I think queries are generally an ineffective marketing technique. Queries are good if you are passionate about an idea. --Today I rarely pitch an idea. I have several editors and clients who call me with work, and I take what I can handle and never accept an assignment when I know my plate is full. When I do send a pitch, I'd say it's successful about 80% of the time. -- |
| caitlinkelly | Posted – 2/6/2009 8:40:53 AM | show profile | flag this post I'm not sure the medium is the issue, although Ron's success with by-phone pitching is true in my case as well....I often sell an idea within minutes when speaking with someone on the phone, or face to face, while emails can simply be ignored. It really depends on the warmth of your contact -- (i.e. versus cold calling) -- and this is a point that is frequently made on LinkedIn by users who work in sales; someone who doesn't know you at all is going to be a much tougher sell than someone who you approach through a friend or colleague who is recommending you. One of the things I like about LinkedIn is that you can collect recommendations and anyone who finds you there can read them (as well as your clips, resume etc.) to get a feel for your personality -- and the breadth and depth of your contacts. I think a new writer can look pretty random as pitches, clips and a resume give little to no clue as to your workstyle, sense of humor, willingness to be a team player, etc. When I work with editors I know, which is most of the time, an email pitch is answered quickly (and probably 75% positively) as so many editors don't have time to schmooze or chat. I rarely query an editor I don't know. It seems a real waste of time so I spend more time finding a connection to them first and then perhaps pitch a few ideas. but pitching plus pitching cold to someone you do not know can suck up a lot of time and win you little income. Even an intro may not work -- I came highly recommended to a Big Mag editor who can't ever seem to answer any emails or calls so no matter how big the potential check, she's a timesuck compared to the fast sales at lower numbers from everyone else. So what looks like a terrific in sometimes isn't -- while a cold call in 2008 netted me a column that produced 1/5 of that year's income. I just picked up a new regular gig from meeting someone at a local event. Lucky timing + followup + (she said) a good first impression. I think a mix is key. For those who never pitch, it's surely a sweet life but I know very few people who don't. Selling a book, de facto, means pitching. |
| rhino writer | Posted – 2/6/2009 2:37:25 PM | show profile | flag this post LinkedIn recommendations (detour) Not to hijack this thread, but how do you ask for recommendations on LinkedIn without feeling wierd about it? I've recently joined because a long-time client asked me to be in his network. He's made recommendations for some other freelancers we know in common, and I'd like him to give me one as well. But I feel awkward about it, like I'm asking for a favor. Am I just making too big a deal about this? |
| Elma | Posted – 2/6/2009 3:28:47 PM | show profile | flag this post Rhino Writer, I wouldn't worry too much about it - go for it. Ask them. I would very much doubt they'd say no - and if they've done it for others in the past, it won't seem like a strange request in any way. Good luck! |
| caitlinkelly | Posted – 2/6/2009 4:33:12 PM | show profile | flag this post You'll only get one if you ask. The worst he can do is say no and you'll start to get used to asking. I recently asked for one from a bunch of contacts and almost all of them came through quickly. |
| abqwriter | Posted – 2/6/2009 5:23:10 PM | show profile | flag this post I have to disagree with the contention that queries are not effective. A well-written query letter can be far more effective than a cold call for several reasons: you can prove immediately through your writing that you have the ability to capture a reader's interest, that you have command of the topic, and that you are the right one for the assignment. It also allows and editor or agent to review your pitch at their convenience - not by getting interrupted by a phone call. Queries should be a vital part of any freelancer's marketing plan until they have developed relationships with enough clients that new work is no longer needed. |
| Ronasaurus Rex | Posted – 2/6/2009 7:44:57 PM | show profile | flag this post Wolf Shadow: I run Twittercize, a free exercise program on Twitter. Because it's received media attention (sparked by a LinkedIn connection, rhino), I'm followed by several health pub tweeps. I've tried to open dialogues with five different pubs and one responded (it was the online editor). 1 of 5 = 20% But I'm also starting to get "tweetmaster" offers, so the % may be higher... I had the same experience with Twitter a year ago, when I didn't understand the network, but returned recently with some resolve and a plan. As marketing, it's working. abq: I totally agree that queries help prove your skills right away--sometimes it works too well--apparently my experience level doesn't jive with my wordsmith skills. I've had eight pitches to national pubs in the last 6 months get the go-ahead only to have managing editors pull the plug: "I love it! Green light, go! "Wait, you're a rookie? Red light, stop!" Still trying to figure out how to get past that, as well as how to stop the silent treatment. dribbledrive: You're blowing my freakin' mind (I'm being serious). I love it--never thought that way before. |
| rhino writer | Posted – 2/6/2009 8:53:22 PM | show profile | flag this post Thanks, Elma and caitlin kelly! I will give it a shot. (turning the floor back over to the original topic now) |
| Wolf Shadow | Posted – 2/6/2009 9:01:19 PM | show profile | flag this post @Ronasaurus- Thank you for sharing (I went to twitter and saw the twittercizes - very unique and creative). |
| Ronasaurus Rex | Posted – 2/7/2009 1:25:40 AM | show profile | flag this post Nice use of the @ symbol. Very twittery of you, Wolf. ;-) |
