Note from Jennifer: I’m swamped this week finishing up work before the ASJA NYC Conference next week so today I’m updating republishing a post from last year with some new ideas and links. I think that almost every writer (including myself) can find something in this post that they could be doing differently to increase their income. Even if you read this post last year, I recommend reading it again with the updated links and information. 

I also wanted to welcome all of the new readers and encourage everyone new to introduce themselves in the comments. We have a friendly and supportive group here. Be sure to also sign up to get my blog posts in email so you don’t miss any posts.

Since my post about breaking six figures  last year and my recent post about making 19K in a month earlier this year, I have gotten the chance to talk to a lot more writers on both sides of the income mark. I have learned even more about the differences in those still struggling and those who are making a good wage. Since many writers have been asking me the same questions that I asked a few years ago, I thought I would share what I’ve learned, much of it the hard way by screwing up. And no, I don’t do all of these all of the time and I think I’ve made every mistake on here multiple times. I also added a new reason, which honestly I think is the biggest reason that writers do not make their income goal.

I also wanted to share that I don’t think that people who don’t or don’t want to make six figures are lesser writers by any stretch of the imagination. If making six figures is not your goal then think of this post as “10 Reasons You Are Not Making As Much Money As You Want.” Six figures is really a somewhat arbitrary milestone, but I think it’s meaningful to a lot of writers since most people outside of our profession do not realize it is possible to earn that much money as a freelancer.

Here are my top 12 reasons why writers do not reach their income goals:

1. You do not constantly market yourself. It’s a familiar story and a trap I’ve fallen into many times. You are too busy with work to market yourself, then the project ends and you have no work. It is essential, as I recently learned the hard way for the seemingly hundredth time, you must market yourself every week. Make a goal to do 5 marketing activities every week no matter how busy you are. Another strategy that a number of readers (including myself) is creating (and actually following) a marketing plan. If you need inspiration for marketing activities, check out my January marketing challenge list.
2. You do not have a niche. I added this reason to the updated post because over the past year almost every writer that I talk to that is struggling to find content work does not have a clearly defined niche. If you are not earning what you want, the first place to start in your niche. Because you can have multiple niches, you actually are not limiting yourself, but increasing the odds of getting gigs. It also helps you more easily find the clients that will be likely to hire you. I also recommend having very specific niches, such as artificial intelligence not just technology and podiatry instead of health. Check out this post about a fantastic guest post by Benét J. Wilson to see the benefits she found of being an aviation writer instead of a generalist. And once you have your niches defined, use my 3 step approach to brainstorm clients – if you read one link from this post, it should be this one because I promise you will think of new clients taking this approach.
3. Your marketing is not targeted. You are not sending to the people who need your specific skills, your Letter of Introduction is not customized to the potential client or you are not presenting yourself in the email in the exact way so the client sees how your skills help them. Content marketing editors want to see exactly what you can do for them. You want to connect the dots for clients on exactly how you can help them grow their business. Take another look at your LOI and ask a writer friend to weigh in as well. Create base LOI templates for each of your niches and then customize for each client.
4. You do not leave your house. I think this is become even more important and I hear more writers sharing that they get their best clients through networking and referrals. Especially in today’s world of emails, twitter and texting that there is something about meeting someone face to face that really cements a relationship. So if a local client invites you to a team meeting, get in your car if it seems like a good opportunity. Go to conferences, networking events and meetups where both other writers and potential clients are. Hang out at co-working spaces and attend co-working events. Some of my longest term clients have been those that I have met in person.
5. You do not have anchor clients. I almost always make less per hour on the first project I do with a client than the 10^th. I have to get used to their style, their process and their expectations. This means you have to market yourself more and spend more ramp up time. Most six figure writers that I know have found the key to a significant income is having a few solid anchor clients who make up the bulk of their income. Focus on targeting clients with ongoing work and try to have a phone call with potential clients to help weed out clients you don’t click with before you begin to write a word.
6. Your marketing consists mainly of applying to posted job ads. When an editor posts a job ad, they are inundated with responses, like hundreds. And the odds are definitely not in your favor to land the gig, unless you are very uniquely qualified. So while yes, it is possible to land a job through an ad and I do recommend spending a few minute each week to apply to jobs you are highly qualified, this should not be your only marketing strategy. Apply to ads is a reactive strategy and you should aim to be proactive so that you make contact with potential clients BEFORE they have a need for a writer. So when a project comes up, they immediately think of you and never head to Craigslist.
7. You do not follow up with potential clients and past clients. I know you are most likely tired of hearing me say this, but I honestly think that is the biggest mistake that freelance writers make. The majority of the gigs that I land through LOI’s come on the follow up. I recently heard of a writer who has been following up with a client for THREE years and was recently offered a huge project. Yes, it can take months or years, but I personally believe that when you don’t follow up that you are leaving money on the table. Make a note on your calendar every time you send out a batch of LOI’s for three weeks to follow up and then three after that for another follow up. Try some of these ways to follow up to help yourself stand out from the crowd.
8. You do not network with other writers.  Other writers are not your competition.We are all in this together, and I honestly believe that every writer should strive to help other writers. This is the thing – writers know which editors need writers as well as which editors are gems and which to stay away from. When you make writer friends, then you can pass off leads to them that are not in your niche and they can send work your way as well. I have to say that other writers have been one of my top sources of work over the years. But networking with writers isn’t something that happens magically – join writers groups like ASJA, subscribe to Freelance Success, go to writers conferences.
9. You focus on the per word rate you earn not the per hour rate. Many writers say that they will only take $1 per word rates or whatnot. But honestly the per word rate doesn’t mean squat. The most important metric is the hourly rate you earn which is calculated by the project fee (and I strongly recommend pricing to clients by project) divided by long an article the article takes you to write. And when you focus only on the per word rate then you may very well turn down high paying gigs and accidentally take a low paying one.
10. You spend too long working on each project. The fact is that you only have so many hours to work and if you spend too long on each blog post or article then you will limit the amount of money you can make. I am not talking about turning out crap or cutting corners. But about writing quickly and turning out good quality based on the expectations of the client. Not every blog post has to be Pulitzer quality, but many writers, especially writers who primarily wrote in top consumer pubs will spend the same amount of time they spent on high profile pieces. You should aim to be able to regularly turn out a 500 to 700 word blog post with one interview or web research in under 3 hour. For specific tips, check out my post on writing faster.
11. You give up too easily. The second question I ask writers who are struggling (after what is their niche, of course) is how many LOI’s and how much networking they are doing. I have found that many writers think 10 or even 20 LOI’s or phone call counts as a lot. It is not. As I shared in this post about persistence, I got an anchor client after sending 31 story ideas and another client that changed my career after following up weekly for six months. I firmly believe that as long as you are a good writer that writing ability is not the difference between successful and unsuccessful writers – persistence is the defining characteristic.
12. You do not believe that it is possible for you to make six figures. Even if you avoid all of the above mistakes, but don’t think in your heart that you can earn a high income, then you most likely not reach your goal. I honestly feel that many writers do not earn six figures because they honestly believe that the good ole days of being a freelance writer are over and it turns into a self-fulfilling prophesy. They spend their energy posting on forums about lack of work and complaining about the changing industry instead of learning the skills needed to adapt and finding the great work that is available. I firmly believe that this is one of the best time and most lucrative times to be a freelance writer. When you think that the work is not out there then you give yourself permission not to find it instead of being persistent. You have to believe that you are good enough, and it is possible to earn six figures. And yes, the answer is a wholehearted YES.

What do you think holds you back from meeting your income goals? What do you think the key reasons you have met your income goals?