Successful Freelancer Spotlight: Susan Johnston

Good Monday morning readers! This is the first in what I hope will be an ongoing series on The Golden Pencil that will highlight successful freelancers and their tips on how to build a solid, profitable freelancing business. On occasion, I’ll also interview editors and others in the media and publishing industries as well.

Today, I am putting the spotlight on Susan Johnston, a Boston-based freelance writer who covers career, entrepreneurship, and lifestyle topics for publications including The Boston Globe, mediabistro.com, and Self magazine. She also writes marketing materials (including email newsletters, web copy, and press releases) for small businesses and nonprofits. Her blog is The Urban Muse, one of the 2008/2009 winners of Michael Stelzer’s Top 10 Blogs for Writers.

Susan has freelanced since 2004, but she decided to make the leap into full-time freelancing this past May—a particularly gutsy move given the current economic slump. I thought her experience would be especially helpful to those in the newspaper and publishing industries who may be facing layoffs or buyout decisions right now. Susan’s experience is a great example of how you can succeed as a freelancer regardless of current market conditions.

I understand that you left a steady job to start freelancing full time earlier this year. What were you doing career-wise prior to taking the plunge into full-time freelancing, and how did you come to that decision—particularly given this economy?

I worked as the project manager and copywriter for a travel startup, where I managed websites, guidebooks, and several travel blogs. It was great training in social media, blogging, and a bit of SEO, but I really wanted to focus more on my writing.

I was pretty skilled in the fine art of multitasking (brainstorming on the subway, writing queries on the weekends), but I knew that I needed to put in more time to progress to that next level. I hated turning down assignments because I couldn’t do an interview during the day or I was overbooked, so I socked away enough money for a financial cushion and took the plunge.

How is your freelance business doing now, and are you still glad that you made that decision?

So far, so good. I’ve broken into several dream markets (like The Christian Science Monitor and WomenEntrepreneur.com) and landed several steady copywriting clients. One of the things I love about being a freelancer is that I’m working on my brand, rather than my company’s brand.

How did you make the transition from your full-time position at your former employer to full-time freelancing?

For starters, I convinced my boss to let me consult on an hourly basis until they found a replacement. I delegated most of the work, but there was one big project I wanted to finish. I had a few other projects lined up, and I networked a lot, letting everyone know that I’m available for freelance work.

Over the summer, I got offered an on-site copywriting gig, which I did for several months because the money was excellent and my boss was a great mentor. Now I’ve managed to turn them a into freelance client so I can work from home and juggle other projects, too.

What advice do you have for others who are thinking about making the same move—either out of choice or necessity due to layoffs or buyouts?

If you have time to plan your transition, then try test-driving your new gig for a full day. It’s one thing to squeeze in writing during short spurts, but doing it for eight hours requires more focus and stamina. You have to be disciplined to forego Facebook and forums!

Either way, you should let people know what you do and always carry business cards, because you never know when you’ll run into a potential client or someone who might refer you to a client.

Based on your experience so far, would you say that an economic downturn is a good time to start a freelance business? Are you finding that your work has increased or decreased due to economic conditions, and what do you anticipate in the next few months?

The publishing landscape is changing, both as a function of the economy and the online publishing, but I think that there’s still a need for solid writing. My freelance business has had some weeks where I’m scrambling to keep up with deadlines followed by some slower periods, but that’s to be expected, even in a good economy.

If you’re able to think like an entrepreneur, market yourself on a consistent basis, and adapt to the needs of the marketplace, then I think you’ll be able to find work even during an economic downturn. I’m a saver by nature, so not being able to afford $75 haircuts or $200 jeans isn’t really a concern.

Given current economic conditions, have you had to make any adjustments in how you’re approaching your business today compared to six months ago? Based on your experience, any advice for newbie or novice freelancers trying to weather this economic storm?

Some of this is a function of being a more seasoned freelancer, but I’m taking a closer look at a publication or a client’s business model. If a startup website is offering $1/word, I want to know about their revenue model and who their funders are. Unfortunately, I’ve worked with a few people who try to take freelancers for a ride, so I’m more careful about that now.

Especially during a downturn, there’s a temptation to try to land a gig, any gig, in case it’s the last one before the desert. But healthy skepticism will ensure that you don’t settle for the wrong one.

If you have any questions or comments based on this Q&A, I’d love to hear from you!

Best,

Jenny

Photo of Susan Johnston: Photographer Rachel Hadiashar