Want to Thrive in Today's Market? Get Hip to Sales

Whether done on one’s own accord or nudged by the economic recession, working for your self can be incredibly empowering. You are the executive decision-maker, and the hard work, focus and intensity put into the venture directly contributes to your professional and personal standing.

That’s why about 30 percent of the US job market comprises what is commonly referred to as freelance nation. They are 40 million strong, working as independent contractors, part-time hires or self-employed consultants.

Yet, there are a myriad of challenges and obstacles in running the business of you. For starters, there are the administrative and clerical requirements that are both tedious and time-consuming.

More daunting is the absolute requirement to consistently and aggressively be selling and promoting one’s capabilities and service offerings. In many organizations, sales is often tagged as a necessary evil that is subservient to the armies of strategists, lawyers, accountants, marketers and client service types a company bank rolls.

However, it’s when a professional ventures out on their own that they realize how vital sales truly is and the skill set required to be successful in that endeavor.

Consider the plight of all of those once employed journalists who are now plying their trade as freelance writers. Magazines, periodicals and online journals have slashed their fees resulting in freelancers struggling to earn a livable wage.

I have no sympathy for these down-on-their-luck scribes as they are violating the number one rule of sales: sell to customers who have money. And trust me, the publishing industry does not present much in the way of opportunity for any provider.

So, where to turn? Last November I argued that content development for corporate social media marketing programs presents a real and exciting professional opportunity for the well-trained journalist.

Yes…pursuing work in the social media field demands an evolution in thinking by these freelance writers. They’ll need to fall in line with the tenets of corporate messaging and marketing promotion.

Flexibility though is another hallmark of a successful member of freelance nation.

An Open Letter to the Unemployed Journalist

It's time to think differently about your career. The pressure created by the economic recession, as well as the shift in influence to social networks and online communities has unfairly impacted you.

You’re certainly not alone. Publishers of all types and sizes have stumbled and struggled their way through the past 18 months. For instance, the American Society of News Editors reported that US-based newspapers slashed nearly 6,000 editorial jobs last year.

It does not matter why you chose journalism as your career. Perhaps it was some sort of Woodward and Bernstein inspired calling? Or maybe you were merely a recent graduate with an English degree in search of a stable profession?

What is important now is that you recognize the elimination of your job is most likely permanent. It’s comparable to those industrial laborers whose positions were swept away by globalization and automation.

Do not fret though. Unlike the gangs of unemployed in distressed geographies like Michigan and Indiana, you have career options.

That’s because the demand for content that engages, educates and entertains will continue to grow. Its source (or publisher) is now a corporate entity seeking to cultivate relationships with key constituents through social media channels.

This is a role you are uniquely qualified to fill. Yet, it’s going to take evolved thinking for you to successfully step into this next phase of your career.

Here are a few things to consider:

1. Keep your skills sharp. That’s right…the attributes that defined you as a journalist reside at the core of a social media marketing professional. Be inquisitive. Wade through reams of data to identify an interesting story angle. Write with logic and precision, crafting a defensible position.

2. Understand that you are a contributor to commerce. The lofty principles inherent in a well functioning newsroom do not reflect the realities of revenue and profit. As a corporate social media marketing professional, you must tie your work to measurable benchmarks related to sales and search engine optimization (SEO).

3. Drop the ego and the attitude. All of those PR weenies and corporate talking heads you so despised are now your colleagues…or even your boss. Be yourself, yet understand that you work as part of a team with a requirement for mutual respect and consideration.

Welcome to the world of social media marketing and online promotion, my friend. I hope you’re able to make this career transformation and set out on a path that leads to exciting professional opportunities and rewards.