How to Become a Successful Online Writer
Though the opportunities to put pen to paper (or fingers to keyboard) abound in the net world, some writers enjoy great online success while others can hardly even get family members and friends to click in with pity hits. Often, a little tweaking can make the difference between a clunker and a highly readable online article.
Basics of Online Writing
It’s important to remember that when you write online you’re painting words for a different canvas. While your college instructor may have loved your wordy tomes speckled with flowery adjectives, your online readers will not be impressed. Onliners expect you to get to the point and do not appreciate having to wade through a lot of junk to figure out your bottom line. Keep it tight. Don’t waste time and space.
Nail the Lead
The most important part of your piece when it comes to online writing is your opening. If you don’t draw the reader in from the beginning, he or she will click away (and probably never return). This doesn’t mean that you can’t be creative. But, don’t be so cutsie and rambly that onliners scratch their heads and write off your work. Also, don’t promise something in the lead and then fail to deliver.
On a recent piece for Finetuning, I decided to discuss electric yard tools. At one point I had no problems with gas powered tools. Now, my shoulders and hands hurt when I try to pull cords. I also have been trying to live a more earth friendly life. I felt sure that others would be dealing with the same concerns.
The following lead for my electric tools article very clearly previews my article but isn’t dry as stale bread.
“Are you tired of jerking a blankedy-blank cord over and over trying to get your yard equipment powered up and ready to run? If so, then consider buying electric powered tools. There are a number of advantages to going electric, and electric power is better for the environment.”
Though I could have angled this lead to suggest that electric tools would do all the work, that would have been unfair. Even with electric, tidying up the yard is still a chore.
I could have also promised a gorgeous yard for those buying electric, but again that would not reflect reality. Beautiful yards do not “just happen” no matter what tools you buy or how many of them you own.
Instead I simply hit the advantages and then went on to give details in the article. Some readers do not need or want the information offered and will click out. That’s fine. They know from the beginning and don’t have to waste time reading several paragraphs to know what I’ve packaged. But, those considering electric yard tools can see what I’m writing about from the start and will get a good overview as they read my article.
Organize Your Materials
In putting together online articles, organization is critical. Most onliners skim to some extent and expect to be able to hone in on what they’re looking for. Material must be grouped and presented in logical order.
Heading and subheading are quite helpful for presenting data online.
When I wrote a recent article on cast iron, I included some history (for the buffs out there), information on the advantages (for those trying to decided whether to buy), and seasoning instructions (for readers who already own cast iron but need help curing the pots). If all the information is presented in one huge block, then readers must wade through materials they may not need. Most probably wouldn’t bother to do so. They’d click over and find a writer with better set up skills.
Bullets, lists, and links all build on the strengths of the online medium.
In my article “A Quick Guide to White Water Rafting” I included the various wave classes (I-VI). Though the water ratings are mentioned many places online, most articles simply mention that a river includes Class II and III or that sort of brief information. Giving a comparison list is helpful for families selecting white water courses. You really don’t want to tackle class V white water if you’re a beginner, but you might end up on high skill water if you don’t understand the classification system and how the rated rapids compare.
In “Here’s What You Need to Know About Dutch Ovens and DO Cooking,” a quick check list of features to note when purchasing a Dutch Oven and a list of accessories help the reader quickly process information. No one wants to buy a Dutch Oven, fire up the coals and then discover that they need a lid lifter and heavy duty gloves to check the food and to get the pot out of the coals.
Links Can Be Great (or Dreadful)
As far as links, many are imbedded in articles while others are listed to the side or at the bottom of the article. These can be very valuable, since most readers are interested in the subjects being explored and will appreciate your knowledge of the topic and your familiarity with others writing about the same or similar topics.
Unfortunately, a good number of writers see the link options as opportunities to promote their own work. While tooting your own horn is a good idea, know when to toot and how to do so. If you’re clearly fishing for extra hits with total disregard to the interests and needs of the readers, then you’re playing dirty link pool.
I’m reading about travel in Virginia, click to a link at the bottom of the page and suddenly land on a page about making candles. I have no interest in making my own candles, and I make a mental note to avoid writers who link out with no interest in or respect for my reading patterns. If I decide I ever do want to make candles I’ll visit a writer who sticks to the subject with his or her links.
Another variation of this slick online trick is when product reviewers include links to a whole host of reviews they’re written that bear no relation to the product topic I’m exploring. I’m reading about toaster ovens, and the writer has added links to baby diapers and hip hop CDs. I don’t have a baby, and I don’t listen to hip-hop. If the writer has more information on toaster ovens, then I’m glad to get the links. If not, they can link to toaster oven data or skip links altogether Again, I’m going to avoid writers pulling such tricks.
Don’t Dump Your Junk Online
Speaking of writer tricks, don’t try to foist off your failed writing experiments on the online public. I’ve skimmed a number of writing boards where wordsmiths discuss unloading crap on an unsuspecting online public.
I distinctly recall seeing one writer moaning because her piece did not result in a purchase at a content site. Since she didn’t rake in the expected $15, she stated that she’d just dump it on a low paying site that accepted junk. All I can say is that I hope I don’t end up clicking up her piece. It’s quite irritating to hit a search engine, see a topic that appeals, and then pull up the page only to find that the information is virtually worthless.
One writer from an online chat board stated in a public forum:
“What I’m doing at this point is cleaning out my files. I’ve got a flock of these short articles I wrote for contests (which I didn’t win) and other markets (which rejected them). Better to have them at xxx than rotting on my hard drive. If they offer more for the latest effort, I’ll know I’ve got the system figured out. Then I might try writing something just for them.”
How many readers really want to read your rejects? The articles didn’t sell for a reason (which could include simply poor marketing skills). Why foist lame articles off on unsuspecting online readers who are no more likely to enjoy reading junk than the writer who spent extra time unloading when they could have used the same time producing something new and better.
Another concern with taking dusty old articles and marketing them online is that these pieces were not targeted. Every market has different needs and different ways of putting information together. If you’re tossing out articles and not slanting those to market, then expect rejections. Though content sites have traditionally been more flexible in accepting substandard materials, they quickly insist on higher quality and tailored pieces as the vaults fill and the competition heats up. If you’ve been unloading low quality pieces, you’ll be the first to find the door slammed shut when harder working writers come calling.
You’re Not a Jack of All Article Topics and Shouldn’t Try to Be
Just because a site needs a certain topic covered doesn’t mean that you’re qualified to write that piece. Really good writers can certainly research and pull together pieces on topics where they have no experience or real interest.
I’ve seen a number of messages posted where writers brag about covering esoteric topics. They apparently see this “grabbing of requested article” as some sort of personal writing challenge-a game of sorts. “Hey, I took the piece on how to make your own kitty litter box,” a writer will brag. “I’ve never made one, but I found all sorts of stuff about that online.” I’m not sure who wants to make litter boxes, but I doubt they want to learn all about making one from someone who never made one.
Professionals in the field or discerning readers are quick to catch knowledge gaps and will be none-to-happy to see your article on a topic where you really don’t know what you’re talking about. I often see online pieces advocating seasoning cast iron with vegetable oil. Anyone who has cooked with cast iron very much and has seasoned pieces will know that oil drips and is sticky. When I read directions suggesting using oil, I know that the writer is full of it. If you are planning to season cast iron, use Crisco (or fat) for seasoning, and stay away from writers telling you different.
A Little Knowledge Doesn’t Really Go That Far
Even if you have a general background in the given topic, that doesn’t mean that you know enough to provide data that others don’t have or would find interesting. A lot of the family related and relationship pieces are simply common sense mumblings that would only be helpful to those with excessively low IQs.
I hate to pull up articles on fun summer activities for kids only to discover that they are the same activities we’ve been doing for years or worse yet silly things that would be more trouble than worth coordinating. We already know about the local library and the town parks, and we don’t want to spend an afternoon making paper airplanes.
Certainly there is a need for content on a wide range of niche topics, and the market is always strong for some types of article (cooking, recreation, travel), but readers want good information and not rehash pieces that basically don’t say anything at all.
One online writer made the following observation:
“I’m not complaining at all. I can sit down and pick a topic, spin it a multitude of angles and pound out about 6 articles like this in a half hour. So no matter how you slice it I’m averaging about $84 an hour.”
If the writer spends, on average, five minutes per article published, you can imagine that the material is sparse and that the writing would have to be very mundane.
Good writing takes time and effort. Even if the writer does know the topic, banging out pieces results in low quality offerings. A seasoned gardener could teach readers a lot but not if he or she is tossing out five or ten minute quickies.
When a writer boasts, “I write a half dozen a day now, quick painless and pocket money” or says “Articles are short, take a short amount of time, and can be re-written should you want to sell them somewhere else. For a filler that I probably wouldn’t use elsewhere, $15 isn’t bad,” then I hope that I do not end up stumbling across those articles when looking for real information.
Repackaging Your Knowledge
Facts can’t be copyrighted though articles (the way the words are hammered out) can be. That means that you can write a slew of articles in the same topic area. Repackaging materials is part of the writing game and a good way to share your knowledge in a variety of forums and in a number of different ways. If you write only one piece on baseball, and baseball is your passion, then you’re selling yourself (and readers) short.
I love to cook outside. I’ve written on grilling, smoking, and Dutch Oven cooking. I can share information about purchasing outdoor cooking tools, recipes, and cleaning tips. These pieces build on my knowledge base, but they all focus on different areas and are tailored for different markets and readers.
One serious problem online is that writers seem to think that scrambling paragraphs or changing a few words here or there constitutes repackaging. This is not the case. It’s really annoying when multiple articles by the same writer are practically carbon copies.
If I read your piece one place and read the rewrite in another space and don’t learn anything new, then you’ve plagiarized yourself (more or less). If you really don’t have anything new to say on the subject, then pick another topic. Don’t wander all over the net telling me the same thing over and over. If I need a review, I can read your original.
Topic Lifting (or building on hot key words)
In looking at a number of content sites, it’s appalling how many writers simply lift topic suggestions from one space (probably after writing an article) and then plug in the same hot topic with another online space. It was quite interesting to see how many pieces recently turned up on weddings on tight budgets, hair styles, and very specific craft projects. One content site posted these as articles needed. Other content sites were flooded with these same topics. I suppose there is room for a host of low budget wedding tip articles, but when one company is marketing the pieces, then all articles are devalued when they pop up at every content site online.
In a similar vein, some editors are kind enough to post hot keywords, and some writers use these words to shape articles.
Keywords are words that online users frequently use in engine searches. For example, “chat” and “sex” tend to be very common search terms.
If the words are related to the topic and article, then by-all-means include the terms. I saw a discussion were a writer was getting low hits on an article about prenatal exercise. An editor mentioned that pregnancy was a better keyword. More people use that term when looking for exercises during the nine month gestational period. That small wording change didn’t change the spirit of the piece.
On the other hand, some writers pull up keyword lists and stack articles full of hot words that do not match the true content and do not reflect the true style of the writer. When I read a piece, and the words ring odd, then I’m reasonably sure that I’ve run across a keyword stacked article. Most of these are poorly written and do not really match the terms in the kinds of ways I intended when word searching for material.
Online Buyers Want Quality Content
Here is a note that I read recently on a message board:
“I sold my first article to xxx. Just $15, which was lower than I expected, but I took it because the article hadn’t taken me long to write and I probably couldn’t have sold it anywhere else.”
If your piece has little to no market value, then don’t try to con an online editor into buying or publishing your piece. It’s possible that a new company may take or purchase the piece, but the owners will quickly get better content and discover that they got taken for a ride. Your name will be mud, and the editors will be less likely to consider your work in the future.
A good question to ask is, “Would I want to read this piece?” If the answer is “no,” then it’s highly unlikely that others would want to read it. Though it can be hard to chalk up a mistake, toss out your weak articles (or rework them until they are solid).
But, the Editors Aren’t Paying What I’m Worth
Though it may be tempting to crank out crap if the site is asking for free content or if they are paying low rates. Unfortunately, online buyers (especially in the start up stage) may have very limited budgets. Others are just cheap, but that’s another ballgame there. When buyers can get good material for low prices, they generally will do that. In the long run, most online owners discover that good material does come with a price tag (though not generally very hefty). Online rates simply do not match offline rates at this time. So, you probably won’t make a bundle writing online. As quality standards increase, the better writers do get paid better. You’re not going to ride the gravy train later if you’re tossing substandard materials at all the online editors.
If you can’t accept or don’t feel good about the terms with any given site or with a particular editor online, then keep looking. Don’t write and sell to markets that you don’t respect. Even if they pick up your dust covered failures, you’ll never really feel good about the credit(s). And, those awful articles may come back to haunt you down the line.
Always Put Your Best Foot (or Words) Forward
Some online content buyers do allow writers to use pseudonyms, but if you want to be a real (and paid) writer, then you need to put your name and reputation behind your words. Of course, if you’re cleaning out your drawers and getting rid of your drafts and trash, then you may want to make up a name. If you really need $4 that bad, then go for it. Do know you’re on the dead end track though. One trip to Taco Bell, and your check is gone. And, you don’t have anything to show for your writing efforts.
Be sure you want an assignment before committing. If your heart’s not in it, then your work will reflect little passion. It’s better to wait and find the right assignment than to grab the first one that becomes available simply because you can land the offer. If you’re grumbling and cursing under your breath the entire time you’re researching your topic and writing up your piece, then you’re not doing yourself, the site owner, or the readers any favors.
Once you take an assignment, write your best. I’ve heard so many writers say that they are saving their good stuff for high paying markets of for their blockbusting novel. I really wonder how they are going to shine when they’ve had not practice. If they write sloppy on minor assignments, then how do they expect to suddenly put fabulous words together when they think the time is right for scoring a writing touchdown.
I sometimes write for children and for teens. I do not write down and do not fudge on quality just because my audience members are younger and less experienced. I may alter my writing vocabulary slightly. A six year old likely will not understand what I mean if I say someone is being facetious. I may adopt some argot from the younger generation when marketing to teens. But, I never talk down, and I don’t lower my standards based on the target audience or on the market. If a piece is worth doing, it’s worth doing right.
Working with Online Editors
Working with editors online tends to be both a little more informal and also quicker than working with editors outside the online world. This doesn’t mean that a writer should let it all hang loose or that the editor should be sitting by the computer waiting for your article to show up in the email box.
Most newspaper and magazine editors continue to prefer snail mail queries. That means that the writer pitches the idea, puts the pitch in an envelope (with a SASE), adds a stamp (plus one on the SASE), hauls the piece to the post office, and then waits to hear back. Generally the query reads much like a cover letter for a job application though hopefully is written with more style (otherwise the writing job goes to someone with more flare).
Most online editors deal with writers either by email or with online forms or a combination.
Emails should be polished and easy to read, but they are usually a little chattier than those sent through the post office. This doesn’t mean that you need to share what you did last night on a hot date or that you give a blow-by-blow of your latest health problems. Keep it relaxed and in the semi-formal range.
Online forms almost always include detailed directions. Be sure to read the fine print. If you add outside links, and the editor specially notes that the site does not include and does not want links, then you’re likely to end up on the slush pile (email trash box). If you can’t follow simple directions, then why should the editor trust you to tackle something more substantial like writing an article?
When it comes to speed, traditional publishing can be nerve wracking. You put your information together, send it out, and check the mail box day after day. It may be weeks or even months before you hear back. In one case, an editor sat on one of my articles for two full years before making contact and buying the piece. Now, that was excessive. But, do expect a fairly lengthy time lag if you’re dealing with offline editors.
On the flip side, editors online tend to be quick. Some writers hear back within hours though that’s not the norm. Expect to wait a couple of days to a couple of weeks before hearing back about your online writings. And, don’t bug the editors about your article(s). I’ve seen message board notes by writers complaining that editors had not responded in 24 hours or that a company took a full week to indicate a desire to purchase an article. Rest assured that online editors are people too and that they do much more than sit around reading articles and emailing writers. Go shopping. Walk the dog. Do not sit staring at the computer screen inbox waiting for a two hour turnaround.
Does Online Writing Pay Off?
If you’re looking to get rich, then being an online writer is not the ticket. Sure. There are exceptions. But, overall online pay is pretty low and markets come and go. You may pull in pretty good bucks one month and none the next. Your steadiest online market may change gears, change management, or go belly up.
If you’re building your own site or managing a popular micro site and raking in some advertising revenue, then you’re in a better position financially. On the other hand, you’re being paid for jobs outside the writing realm. If you enjoy the business and marketing end, then you may want to look at a combined approach. If not, you’re going to have to watch the markets and will have to work very hard to produce enough quality writings to bring in a modest income.
Speaking of Money
If professional writing is your game, then a few of the online magazines pay close to offline rates. Expect to make a few cents per word to $1 a word and sometimes higher. These are professional gigs and require the same marketing expected in the offline world. Turnaround time tends to be quicker online, and many online magazine editors are willing to work electronically rather than dealing with snail mail.
Writing reviews and content articles do not pay a lot. The range runs from nothing up to $50 or so. Some companies buy all rights. Others allow the writer to keep the copywrite and to resell the articles (as reprints). Some online buyers pay flat fees while some dole out small sums depending on hits and click through purchasing.
In looking at my own writings, my offline pieces average $125 each (up to $700), online magazine pieces go for about $50, content articles range from $15 to $40, and my review pieces which pay out income share bring in around $90 per month (with over 800 reviews posted).
I work a day job as do most writers. Income from writing covers the extras. At some point, I’d love to write fulltime. In the meantime, I take my scribblings seriously and enjoy my time spent putting together articles. If it wasn’t fun, and if I didn’t think I could make a difference by producing quality pieces, I’d probably find another hobby.
Perks
There are other perks with writing online. I get some interesting emails asking for more information on topics I’ve covered or telling me how thankful a reader is that I shared my experiences. Of course, I got one “You are a cow” email as well. I started to respond simply with “MOO” but restrained myself. A few writers have sent books they hoped I would review. Some man sent me a great bra after reading a piece about how hard it is to find sports bras for busty chicks. This week, I was included in a test group to try out the new Hefty plates that click together and can be stored in the refrigerator and then heated in the microwave. Those were great plates, and I’ll be buying more when my freebies are exhausted.
