Having heard Sara Horowitz interviewed on KQED Radio I immediately ordered her book The Freelancer’s Bible: Everything You Need to Know to Have the Career of Your Dreams – On Your Terms.

An excellent reference for all freelance workers

The primary value of this well-designed 462-page book is as a one-stop reference for new freelancers — or anyone considering alternatives to full-time W-2 work. Every practical detail is covered: from client contracts to daily calendars; insurance to incorporation; marketing to mentoring; taxes to technology. These practical details, checklists and planning tools are enlivened with stories from freelancers Sara has met in her 15 years as the founder of the Freelancer’s Union.

A wake-up call for America

The real value of the book is where is goes beyond the basic reference it does so well. A series of “Advocacy Alerts” encourage freelancer’s to “stand up together to be counted” when it comes to demanding a more freelancer-friendly set of laws. Sara recognizes that we live in society that is still structured for the work-world of the 1950’s: a lifetime of “secure” employment where healthcare and unemployment compensation is geared to support an economy of full-time workers. This just won’t cut it when, Sara claims, a third of all work is being done by freelancers. Unless they band together, freelancers are at a disadvantage in terms of the tax code, misclassification by corporations and unpaid wages:

“In the new economy, our best chance of securing what freelancers need is to provide as much of it as we can ourselves through the groups freelancers are connected to–organizations like Freelancers Union, professional associations, faith-based communities and other nonprofits…and then approaching lawmakers as a collective unit and let them know it’s really getting to be ridiculous that freelancers continue to grow in number, continue to pay all these taxes … yet continue to get no consideration in the safety net discussions where change has to happen at the policy level.”

In very practical ways the Freelancer’s Union provides members a way to share stories on how to avoid being held hostage by deadbeat clients, provides alternatives to employer healthcare (in a few states only) and encourages members to provide each others with discounts.

Nevertheless, in the world of elance and fiverr there’s a real danger of freelancer’s being caught in a race to the bottom with price-sensitive clients. Chapter three is filled with solid advice on building a freelance portfolio where low-price work is only a small element of “a client mix that delivers maximum value for your time and effort.”

Setting a fair fee

A trap many new to freelancing fall into is not knowing the market rate for your services. The Sherman Antitrust Act prevents associations from openly discussing fees. However, there’s nothing to stop freelancers from informally sharing information about pricing with others, which helps all freelancers get paid what they deserve. If for no other reason than this, freelancers should join a mastermind group and buy a couple of more experienced people in your field a coffee in exchange for an honest discussion about their fees.

All together now

Time and again, the book points to the value of freelancers building community: for robust networking in person and online; mentoring others; avoiding isolation and keeping a sense of perspective.

As with all advice books, there’s plenty here that you can adapt to your own needs. To take one example, Sara lists the advantages of having a blog as a great way to market yourself online. I couldn’t agree more. But she says to keep blog postings to no more than 500 words. Works for some, just not for me.

I enjoyed today’s KQED Forum interview with Sara Horowitz, the founder of the Freelancers Union, and author of The Freelancer’s Bible: Everything You Need to Know to Have the Career of Your Dreams – On Your Terms.

The interview, with call-in questions, covered a range of topics such as:

• How do freelancers market themselves
• How to avoid the “race to the bottom” in fees
• How to deal with the inevitable anxiety of not having a regular pay-check
• The need to schedule time off

Sara emphasized that freelance work is the wave of the future. When mass layoffs happen, freelance work offer an alternative to collecting unemployment and waiting for the next “permanent” job offer.

How do freelancers find affordable healthcare?

My one regret is that the Freelancers Union Health Insurance plans are currently not offered in the San Francisco Bay Area. Finding affordable healthcare, or any healthcare whatsoever for people with pre-existing conditions, is a major barrier to successful freelancing in the USA, where one of the quirks of this society is an antipathy to “socialized medicine”. The labor market suffers as a result. Kudos to the Freelancers Union for starting to address this problem and here’s hoping they can kick off a healthcare plan in Northern California sometime soon.

This article marks the start of a new series in Professionally Speaking. For the past three years I’ve published a monthly Pro-Track Profile interview featuring members of the Pro-Track class of the Northern California Chapter of the National Speakers Association. I’ve decided to start a similar series featuring freelance creatives who make their living as communications consultants, writers, editors, and more. This Freelance Focus series kicks off with an interview with the founder of the Agency which has provided me with the majority of my own freelance work for the past three years.

René Shimada Siegel is a reluctant entrepreneur who founded High Tech Connect in 1997 at the persistent request of her Silicon Valley colleagues. They were frustrated by the challenge of finding qualified marketing consultants with no time to train them on a specific product or technology. So René leveraged her PR and marcom management experience—as well as a jam-packed Rolodex, caffeine-fueled lifestyle and talented friends—to create a specialized marketing services agency called High Tech Connect.

Over the past 15 years, more than 500 clients have called on the High Tech Connect team for critical projects or to fill in for maternity and medical leaves. With a carefully selected nationwide network of more than 1000 freelance consultant specialists, they provide on-demand, project-based expertise in areas such as Copywriting and Editing, Corporate Communications, Event & Trade Show Management, Executive Speechwriting, Public Relations and Social Media Marketing.

René has grown High Tech Connect to a leading provider of expert marketing and communications, and one of the largest women-owned businesses in the San Francisco Bay Area. She’s extremely proud of the team she’s built: like-minded professionals who are equally passionate about helping clients and inspiring consultants.

René is a regular contributor to Inc.com, dispensing advice and perspective for small business owners and entrepreneurs. Her innovative business model and inspiration for home-based consultants has also been documented in several books and publications like Forbes, The Wall Street Journal, Newsweek Japan and Daniel Pink’s Free Agent Nation.

Freelance consultants

High Tech Connect employ carefully selected experts to work on complex projects for more than 500 clients, including Cisco Systems, IBM, NetApp, Intel, Kaiser Permanente, Brocade, Intuit, CA Technologies, McAfee, Xilinx, VeriSign, Seagate, Silicon Valley Leadership Group and more.

The freelance consultants placed through High Tech Connect average 10-20 years of professional marketing or communications experience. Consultants are paid either on a 1099 or W-2 basis, depending on the client company’s requirements.

Freelance Focus

I’ve worked as a consultant through High Tech Connect for the past three years. I visited René in her Pleasanton, California office and asked her share her insights into the world of freelance consulting, what companies are looking for today, and what issues do employees who are considering switching to freelance work need to consider. To hear what she told me, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 8:02 — 1.8MB)

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Ragan Speechwriters Conference Meeting Report

Mike Long works for The White House Writers Group. He was the first speechwriter who had not worked in the White House to be invited to join that group of Republican Presidential speechwriters. As a writer with experience as a stand-up comic they wanted his ability to write humorous speeches. He works from a home office for a wide variety of clients.

Introduction

• Freelancers must always be on the lookout for clients and money.
• To make your income this way requires a leap of faith.

Part I: Foundation of Freelancing

• ONE: Ask yourself: Are you ready? Don’t let fear undermine your answer. You’ll need the fortitude to rise above circumstance – look terror in the eye. Can you see though trouble? Can you deal with 1-2 months of no work when you start out? Have two months of income set aside before starting. Four months is better. Don’t expect to front-load more than two months work before you become a freelancer. A Home Equity Line of Credit is a good idea to bridge the gap. Is your family ready – especially if you are the main breadwinner? This could put a strain on your marriage. Divorce happens. [NOTE: Sorensen credits the strain of working with JFK for the break-up of his marriage; Schlesinger noted the stress-related illnesses White House speechwriters suffer from.]
• Can you legally and ethically take clients from your existing company? Don’t risk your reputation stealing clients. Word will get around.
• If you crave structure and someone else telling you what to do, don’t freelance.
• Marketing and networking is key to getting work!
• You know you’re ready if you are ready to ‘never say no’. Never turn down work. Accept every contract – you can never get it back if you decline. If you get more work than you can handle farm it out – partnerships (like the White House Writers) are born that way.
• TWO: Think about practicalities. If you have a stay-at-home partner it could be a problem – will they be comfortable with you around the home? Again, think of your marriage.
• You need a proper office to work from, not the kitchen table or a side-table in the bedroom.
• Don’t extend yourself financially. Avoid spending money on:
• – A second phone-line – your cell phone makes a great work number.
• – A website – most work comes from word-of-mouth.
• – Office space in town
• – A fancy logo for your business card or a fancy desk for your office. [I have a solid core door from the dumpster outside a commercial construction site as my desk – works great!]
• Know the “nut” you need to make each month (rent or mortgage; food; health insurance). Understand you need to add new expenses (30% of gross for taxes since you now pay higher Social Security). Consider Disability Insurance.
• You must genuinely enjoy the writing. Best freelancers see it as a passion, as play.

Part II: Money

• “Administrivia” is a bigger deal than you think. Have systems in place.
• Set aside money from each contract in separate accounts – 30% into one for taxes; the balance into savings. Pay yourself a regular ‘paycheck’ for the ‘nut’ and other expenses into your checking.
• Keep file of Invoices due by your desk so you know how much is owed you. Another one for receipts. Track all tax deductable expenses.
• Have formal systems for handling money.
• Retainers are king! Try and arrange a flat fee from clients for a certain number of hours. Make this less than your hourly rate. Worthwhile since you don’t have to prospect for the incomes. Some months you’ll work less, others more, for the same regular income.
• Best to charge by the piece if possible, not the hour. Clients don’t want the hourly count, they want product. Realize a good executive speechwriter working freelance brings in a minimum of $100-$150/hr. People who hire you (PR and comms staff at companies) may be earning considerably less; avoid potential resentment by charging by the piece instead of by the hour.
• How much to charge? Use this simple formula: consider how many hours the work will take, add a few for unforeseen extras, then multiply that number by the hourly wage you wish to charge.
• Don’t nickel and dime clients. Cover your own parking, phone etc. Pick up travel costs if you are on a fat retainer. True professionals absorb these costs. Even offer to pay hotel rooms if you travel to events. Depends.

Part III: Finding Work

• Everyone is the freelancer’s friend! Never know where work will come from. Mike’s neighbor mentioned he was a writer to a relative who asked for a bid.
• Let everyone know what you do and tell them that you rely on people like them for leads.
• Speaking at events like the Ragan Conference brings work. Fuels your confidence.
• Don’t limit yourself to speechwriting. Do any writing that pays the bills.
• Practice donor maintenance. Stay in touch with people. Forward articles. Keep your name in front of them.
• Get enthusiastic about the things you write about.