If you are a freelance writer, you know what to expect when you get talking with someone about your profession. Unless the person you are talking to is also a writer, the initial response ranges from disbelief to intense curiosity. Encouraged by the reaction, you venture an explanation - you write primarily on business and management-related topics. Don’t be surprised if it goes down as a sort of anti-climax - you may have to deal with an outright “isn’t that boring?” or a more positive but equally unenlightened “Wow - must be all technical stuff?”…
The truth is that very little is known in India about business writing as a career. But once you break into the freelance business writing circuit, you will be surprised by the number of companies who require writers specializing in business and management writing. How do you tap this market - or decide whether this is the right market for you? The key lies in getting a good grasp of the freelance business writing industry in India -the nature of work, the skills and resources required to make it big and the rewards lying in store for a business writer.
What is business writing?
A few decades ago, business writing referred to either the Wall Street Journal, or routine business letters, memos etc. The Internet which virtually spawned the content development industry gave a new twist to business writing as well. Today, a freelance business writer may get to write on any topic related to business or management - this ranges from content for websites of management consultancies to intensely researched papers on management concepts, business models, regional or product markets and specific industries. There is also demand for business plans and content for newsletters, e-books, ezines and even blogs.
What does it take to be a business writer?
If writing is your passion and you have a reasonable understanding of business concepts, you can consider a career in freelance business writing. A business management degree, though not essential, helps you get better initial offers and builds credibility with clients. Some clients specifically look for writers with either a qualification in journalism or some work experience in the corporate sector, but in most cases writing skills and grasp of the subject takes precedence over the writer’s academic and professional credentials. Business writing involves extensive web-based research. This implies that a good business writer must have an eye for relevant information, the persistence to cull out and assimilate necessary content, and the dexterity to present it in the tone and style required by the client.
How do I get started?
If you feel that you are cut out for business writing, the first step is to take stock of what you have that can attract prospective clients. Get your profile organized, focusing on your strengths. Remember that it is not enough to say that you can write well - that prize you won for essay writing back in college won’t impress either. Make sure you have samples of your writing - if you haven’t really penned anything so far; write a piece or two on business-related topics that interest you.
Once you have prepared your “portfolio”, it is time to start the search. How do you make your existence as a business writer known to the world? The omnipresent Web has eliminated the need for aspiring writers to shoot in the dark and keep sending their articles at random to journals and publishers. Registering with portals like freelancewriting and elance is a popular option with Indian writers. But since these websites usually have a large number of writers bidding for each project, it may take a while for you to land up with an offer. Chillibreeze, a content development firm based in India, has established its distinct, refreshing presence with its hand-picked team of writers and uncanny ability to match writers with appropriate projects. You can either apply directly to the company (no fees or charges involved) or bid for projects on their website. The advantage of working with such companies is that they co-ordinate everything from start to finish and act as the bridge between the client and writer - you don’t have to worry about being given a raw deal in terms of work or payment.
Where can I train to be a better business writer?
Formal training is not essential for a freelance business writer. However, if you feel that a course can help hone your skills and boost your confidence, look for short-term/online/part-time courses in business journalism offered by many mass communication institutes. In India, there are a few technical writing training centers that also offer courses in business writing. Sign up with free websites like Bnet to get access to business articles from a wide range of publications. It makes sense to invest in a good book on basic management concepts - look for the latest editions - especially if you do not have a qualification in management.
How much can I expect to be paid?
The nature of the assignment, client profile and the writer’s credentials are among the factors that determine the remuneration of a freelance business writer. There are also fixed rate projects where the client fixes the pay for a particular assignment at the time of making the offer. In India, freelance business writers are typically paid between Rs. 1 to Rs. 5 per word.
Making it big as a business writer - tips from an insider
Most freelance business writers work on specific projects with clients. Learning a few tricks of the trade can ensure that you “click” with the client and that assignments of your choice keep flowing in. Here are some tips - more practical than profound - gleaned from my experience as a business writer.
- Keep your choices open: Marketing may be your passion, but that doesn’t mean you cannot attempt an article on, say, logistics. Being open to a reasonably broad range of topics and assignments not only improves your chances of bagging projects - it also expands your horizons and often lets you tap hitherto undiscovered potential.
- The brief says it all: At least, a good brief should say it all. Before accepting an offer, study the brief thoroughly and ask yourself: What is the depth and breadth of work expected by the client? What does it entail in terms of time and resources? Are the deadlines and pay reasonable? Do not commit to a project until you have clarified all of the above.
- When in doubt, ask: If the brief does not specify the target audience, style, tone etc.; don’t speculate even if the answers seem obvious. When I was asked to write for a blog on business practices aimed at senior management professionals, I assumed that the tone had to be serious and professional. The first post was rejected - the client was looking for conversational and engrossing stuff! Most clients appreciate queries and are more than willing to offer clarifications - so ask as many questions as you can at the beginning.
- Get a hang of it - and fast: Once you have the brief in your hand, divide the topic into subsections and do a quick search on each of these. It will work as a crash course on the whole topic, and unravel potential problem areas. For instance, if you see that there is a dearth of information on a particular section, indicate it to the client as early as possible. They may suggest potential sources, share some information or modify the brief.
- Submit a preview when possible: While working on a particular project, I thought that I had asked all possible questions and understood the topic really well. After slogging for over a week and submitting what I thought was a thoroughly researched piece, I discovered that the client wanted focus on a particular industry whereas I had written a very general article. The industry was not mentioned anywhere in our previous correspondence - obviously, something had been lost in transit. Letting the client get a sneak peek of what you are planning to write can help prevent such fiascos.
- Write for the client, not for yourself: Adhere to the client’s instructions on everything from content to formatting. A business writer can unleash his or her creativity, but only within the limits of the project brief. After finishing an article, I usually keep the project brief open and do a quick round of point-by-point cross-checking. Very often, some discrepancy surfaces. This way you can ensure that the client gets a piece that is as perfectly aligned to the brief as possible.
- B is for Business, not for Boring: Contrary to “popular perception”, good business writing is not theoretical and dreary. Glance through the articles in HBR (Harvard Business Review), and you will see that even the so-called academic papers are written to engage rather than intimidate. If the client explicitly asks for a “professional” style, check if it is ok to liven up the article with a few quotes, anecdotes etc.
- Cut the jargon. You may have learnt a lot of polysyllabics in B-school, but few clients and fewer readers want to know about them. Keep it simple and use managementspeak only when absolutely necessary. Don’t say “core competency” if you only want to refer to strengths; substitute “operationalize” with “do”. My experience is that all clients appreciate simple and reader-friendly language.
Above all, learn to accept feedback and criticism. Sometimes it may break your heart when the client trashes the product of many sleepless nights. Do not give up. Consider every criticism as a learning experience. Being a freelance business writer requires a great deal of persistence and resilience. But it is a truly rewarding and enlightening career - and when the words of praise flow in, you will realize that it is well worth the effort.
Lakshmy Menon
Lakshmy Menon is a management graduate from XLRI, Jamshedpur and has worked in the corporate and non-profit sectors in the areas of Human Resources, Marketing and Capacity Building. She is currently based in Malaysia and is associated with Chillibreeze as a freelance business writer.
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