Business, Schmusiness
By Sue Duris

So you want to be a business writer.  How do you go about it? What are the options?

The first thing that pops into your mind is, "Hey, I can write for general business, niche or trade magazines and ezines!"

To go this route, you need to develop your plan.   

What are your topics?  Who is your anticipated audience?  

As with any other writing, but especially in business and technical writing, WRITE WHAT YOU KNOW.  Make a list of topics you can write about. The more targeted the audience/publication, the more precise the information has to be.  These folks read business and trade publications to obtain current news, and the latest information and tips on how to do their jobs better.  This is where your title as "subject matter expert" is put to the test.  Know your material very well and prove it, because this audience can tell whether you are fudging or not. You need to know what this segment wants and deliver it.  It is fairly easy to determine what a readership wants ­ look at the style of the publication ­ is it more tips-based, product reviews, opinions or essays, to name just a few?  Tip: Make sure the content is extremely relevant and matches the style of the publication.  

After you have determined your topic(s), search out the publications.  If you are not sure of the publications to go after, run an Internet search on your interests.  For example, if you want to search out publications in the telecommunications industry, try searching for "telecommunications resources" or "telecommunications publications."  Then you can research each publication. While Internet searches produce a lot of resources, you may need to expedite your search.  To speed up the process, check out various resources such as www.AbsoluteWrite.com, www.WritersWrite.com, www.netpreneur.org, www.MarketingSherpa.com, et al. that provide lists of publications, writers' guidelines, contacts, how to be successful in approaching/writing for these publications, etc.

If you have already determined the target publications to go after, I would recommend that you read at least three consecutive issues of the publication to determine the audience and writing style.  Contact the publication to obtain sample issues-- they are pretty accommodating and will usually provide them to you at no or a nominal charge. Also contact the publication to obtain such information as the editorial calendar (don't rely on what is stated on the Internet or within the publication, because, as we know, the one constant we can bet on is that editorial calendars will change), writers' guidelines, appropriate editors and their preferred contact methods, etc.  If you are still unsure about the target segments of a particular publication, contact their advertising department.  They will have all the demographic information you need to put the right angle on your article.

What if you develop an idea based on a publication you already receive?  Even better.  You are already ahead of the game because you know the format, style, audience and you have probably become familiar with the editors' "beat" and writing style.

You have targeted the publications. Now it's time to get to know the specific editors.  Follow their writings, and when it is time, contact them, praising them about their previous articles and offering to serve as a subject matter expert.  Wait until your second communication to "sell" your idea/article. Remember to put your "pre-sales" hat on and prepare your idea for presentation. Follow the guidelines-- do they want a query or the entire article at first contact? Either way, follow the "good writer" rules and proofread, proofread, proofread.  

Okay.  So you are ready to submit your idea/article.  Ready, aim, fire. Knowing the audience, publication and editor, following the guidelines, and following good writing techniques will get you noticed every time.  I have noticed that, especially with the trade magazines, who you know and how visible you are will impact your ability to have articles published.

If you get the assignment, congratulations.  If you don't, don't worry about it and don't take it personally.  BUT, above all, be persistent.  Go after many business writing markets.  Remember, it's a numbers game.  And, if you executed your plan effectively, your number will be called again and again. Maintain good relationships with the publications who published your articles as well as those who didn't-- don't discard that idea-­ an idea that doesn't sell today may sell tomorrow.

So, to recap the plan:

1. Determine your topics
2. Determine your audience
3. Determine your targeted publications
4. Determine the targeted editors
5. Contact editor-- first communication
6. Pre-sales:  Prepare Your Idea
7. Sell your idea-- second communication

Is writing business articles the be-all end-all?

Absolutely not.

There is a whole other aspect of business writing-- copywriting and creating Web site content for businesses.

Freelancers are in hot demand to create advertising copy, press releases, corporate brochures, newsletters and sales letters, and Web site content.  The recession and reduction in marketing/creative teams have opened up many new opportunities for freelancers. Small companies and nonprofits have the largest need because they just don't have the in-house marketing resources to produce promotional materials.  But don't overlook larger companies.

While you can search the freelancer job sites such as http://www.guru.com, http://www.elance.com,  http://www.allfreelance.com, and the like, the bulk of these opportunities are found through networking or direct sales efforts.

Remember to create your plan.

1. Determine your niche market (no niche market?  Think again.  You will achieve better results if you target a specific market segment.)

2. Research the companies in that segment.

3. Use cold-calling methods.  Yes, it does work.  

4. Networking:

a. Join and network at a business association such as your local Chamber of Commerce.
b. Join and network at a business association that relates to your target segment
c. Donate your services to your favorite nonprofit.
d. Network wherever and whenever you can ­ so remember your "elevator pitch" (you know, your 30-second commercial answering who you are, what you do, and what's in it for your customer ) and business cards.

So, there it is-- you have two avenues for a profitable business writing career.

I am compiling a list of resources for business writers to be used in a future article.  If you have a great business writing resource that you want to share, please email me at sduris@m4communications.com. 

Sue Duris is President of M4 Communications, Inc. (http://www.m4communications.com), a marketing communications firm for technology companies and nonprofit agencies that specializes in providing marketing, advertising, strategic planning and fundraising services.  Sue has been a high-tech marketing communications professional and copywriter for 10 years.  Sue has produced numerous communications pieces and written several articles.  Sue also writes a monthly column for Media Map.