By Sarah Protzman Howlett
Let’s just get a few things out of the way: Writing for trades is not sexy, you won’t get free stuff and you won’t meet celebrities. But you will learn — a ton, and things you’ll carry with you throughout your reporting career, no matter the beat. Business makes the world go ‘round. If you’re new to freelance writing, or simply don't want to compete with the scads of young people clamoring to write about how to flatten your abs or the latest Hollywood meltdown, read on.
Write for trades to:
- Learn about business.
Somehow, I graduated from J-school without having been forced to take an Intro to Business class, and I’ve been playing catch-up ever since. (If you’re reading this and still in J-school, make it one of your electives immediately, if not sooner!) Understanding business’s basic moving pieces — margins, supply and demand, balance sheets, manufacturers and dealers — has benefitted me in two key ways: I’m comfortable around businessmen and women (no longer intimidated), and I’ve largely phased out the dreaded Fake It Til You Make It. And, because at their core most “suits” are kind, patient people, anyone you’re quoting who wants press will explain something that’s over your head. - Get handed your sources.Because trades have a somewhat blurry line between where editorial ends and advertising begins, editors will often have manufacturers or retailers they’d like you to call for comment. They mostly assign story ideas hatched in-house rather than freelancers’ pitches, all of which translates into less digging around time for you. Articles for trades also tend to be shorter (the longest may top out at 2,000 words, with one or two rounds of edits as opposed to four or five), there’s time for trade writing even if you still hold a full-time job. Once you’ve been writing for them awhile, keep a list of sources you enjoy and what their particular topics of interest are within their industry. You never know when you might need a great quote on a particular subject.
- Earn $1 a word (or more).
In order to prove yourself, you may have to take less money for the first couple stories, but $1 a word (more for the seasoned pros) is standard for many trades. Make sure you overdeliver — file on time or early — and tell your editor (in so many words) that you plan to do so. When you ask for a little more next time, they’ll know you’re worth it. Editors are continually amazed that I turn in clean copy that’s on time and on topic — So weird, I know! — but it never occurred to me to do anything else. Bonus: Trade magazine articles are perfect for reslants that can increase your earnings. An article on how businesses can use Facebook to snag new customers will play in any industry. - Work with top editors immediately.
Being on a first-name basis with the head honchos bolsters your ability to deliver strong, relevant copy. You’ll know what’s concerning them, what their top priorities are, how they view their pub’s readership and — most of all — what they REALLY want. After your first few stories, get he or she on the phone and ask things like: How can my copy improve? Where can I step up and take on more responsibility? What can I do to make your job easier? Have you spotted any missed opportunities in my stories? When it comes time for that glowing LinkedIn recommendation, the bigwigs, not underling assistant editors, will go to bat for you. At a national glossy, chances are you’ll never meet the editor-in-chief, especially if you don’t live in New York. - Be one of their best right away.
Oftentimes, smaller trades’ pages are full of expert advice, but those people are not writers per se. (If you’re a copy editor, this is your moment to shine!) Impress your prospective future editor by asking for a local style guide and list of industry lingo. Its readers feel more comfortable when you speak their language, and since journalists are trained to take in any number of subjects quickly, you’ll pick it up in no time. There’s nothing more valuable to an editor than a high-character, capable reliable writer who’s never late, never dramatic — and always delivers.
Sarah Protzman Howlett is a Denver-based freelance writer and copy editor who has been on staff at three trade magazines, two of which were owned by Condé Nast. She is the author of two books on how to live in New York City (also available at the Kindle store). View her portfolio and blog at www.sarahhowlett.com.
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