Okay, possibly just a “mental gymnastics” piece, but you be the judge…;)
Read an interesting book recently: Drive – The Surprising Truth About What Motivates Us, by Daniel Pink (author of Free Agent Nation and A Whole New Mind). While some of the stuff was a bit obvious (e.g.; money/prestige/titles doesn’t motivate everyone…no kidding), Pink does have a way of spawning mini-epiphanies.
Not to mention that a few things he shared had me exclaim (in the immortal words of Johnny Carson), “I did NOT know that!” Allow me a quick digression…
Most of us are aware that Wikipedia is an “open-source” undertaking, meaning it’s built, updated and revised solely by volunteers – just regular folks like you and me, when the mood strikes us, and, needless to say, for no pay.
But did you know that the browser Firefox (150 million users); the server software platform Linux (running 25% of all corporate servers); and the web-server program Apache (used by 52% of all corporate web servers), are all open-source as well? All volunteer efforts, with no money changing hands? Who knew? (everyone but me, perhaps?)
Pink shared this to illustrate that “intrinsic motivation” – doing something just for the challenge, creative expression, and reward of solving problems – can be a powerful driver for humans, and far more effective, after a certain point, than money, prestige or awards.
Enough “gee-whiz” facts…
One point he made had something click in place for me, and had me realize something about this commercial writing field of ours, as well as other arenas of so-called “writing” (that may not really be writing at all). He notes that jobs/tasks fall into two categories: algorithmic and heuristic, explaining:
An algorithmic task is one in which you follow a set of established instructions down a single pathway to one conclusion. That is, there’s an algorithm for solving it. A heuristic task is the opposite. Precisely because no algorithm exists for it, you have to experiment with possibilities and devise a novel solution. Working as a grocery checkout clerk is mostly algorithmic. You pretty much do the same thing over and over in a certain way. Creating an ad campaign is mostly heuristic. You have to come up with something new.
Think about jobs/tasks that get “offshored” reasonably successfully: computer programming, software development, database management, accounting, other technical processes, etc. All algorithmic tasks that follow a set path. Heuristic tasks – with no fixed set of instructions or set processes – are far harder to outsource to offshore practitioners. And writing is one of those things.
Most writing. Certainly the kind of writing we do – projects that entail original and critical thinking, not to mention facility with English as a native tongue – isn’t leaving our shores anytime soon for some sweatshop garret in Bangalore, Karachi or Manila.
But, there is one arena of writing that has been offshored, though, to a large extent, without ever actually leaving our shores. Of course, I’m talking about writing for content mills (e.g.; Demand Studios, eHow, Suite101, etc.): 500-700-word keyword-rich articles cranked out by legions of “writers” for rates hovering around $5-$10 a pop (or less; keep reading…).
Why does it pay so poorly? Because there are countless people with the same minimal skills necessary to produce such pieces (making it “commoditized” writing). And why is that? Because writing these pieces entails an easy-to-follow formula, making it one of the few algorithmic writing tasks out there.
Why is it formulaic? Because the quality of the writing doesn’t matter. The articles are just a framework to hold keywords, which are there to engage the search engines and drive traffic to the site, where, in turn, the goal is to have visitors click other links on the page. So, when the writing doesn’t matter, it can indeed get offshored for peanuts.
Exhibit A: I just got an email from a frustrated writer who’d gotten an email promo from this outfit. Their home page trumpets: “Get articles written for as low as $2.00 an article.” Can you say algorithmic? I rest my case.
Heck, given that, let’s not even call it writing. How about word-arranging? Definitely a more accurate description. Or as my frustrated writer friend enlightened me, the term to describe the process is actually called “spinning,” and in many cases, is actually done by computer (and scarily well in some cases). So, yes, there is definitely skill involved. As she put it, “You try writing a 400-word article with the phrase ‘mesothelioma diagnosis’ at a density of 6.25%.” I get it, and…
Given that its practitioners approach their task in terms of “How many pieces can I crank out in a day?” if that isn’t a piecework mentality – part and parcel of many algorithmic tasks – I’m not sure what would be.
No doubt, having what they do be called “word-arranging” will make me pretty unpopular with those folks working in the content mill realm, and truly believing that what they’re doing is, in fact, writing. Well, tough. If you think you’re a true writer, then quit screwing around in that algorithmic writing sub-basement and move up to more heuristic writing tasks – where your creative fulfillment and earnings can only rise, if for no other reason than you’ve got less competition for what you’re able to do.
After all, how could you offshore what we do? Certainly with projects where the goal is a specific, measurable response, and hence, must be crafted just so (e.g.; direct mail, landing-page copy, direct response, sale promotions, etc.), offshoring won’t work. When the bottom line is on the line, you can’t afford to do it on the cheap.
But even projects with softer metrics (e.g.; case studies, white papers, sales sheets, brochures, etc). where the goal is educating, brand awareness, image-building, impressions, etc., I’m still not seeing how offshoring would work. Yes, budget constraints could have a company seek out lower-priced resources, but the stronger and more focused your skills, the less likely they’ll be able to get what they need from cheaper writers (i.e., they may be able to write, but often run screaming from even the whiff of “marketing.” All the better for us…).
Of course, my foundational assumption is that, for most of the good clients we work with, or want to work with, the writing itself matters very much. If we get to a point where it doesn’t, all bets are off. Though, if that happens, I suspect that’ll be the least of our problems.
So, the more heuristic the writing task (i.e., the more creativity and original thinking involved), the less likely that task can be offshored (to a foreign or domestic shore…), the more in demand competent practitioners will be, and the higher rates they’ll command. Not saying it’s easy (it’s not), but if the alternative is slaving away for peanuts, then I say, taking the time to hone your skills in order to set yourself apart is worth the investment.
Was this just a useless mental exercise or am I on to something here? 😉
Have you thought about writing in these terms (algorithmic vs. heuristic) before?
Have you successfully transitioned from a more algorithmic writing career to a more heuristic one, and if so, can you share a bit of your story?
Any epiphanies of your own from this discussion?
Want to be a guest blogger on TWFW Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.
Yes–no argument–40% of time marketing.
Peter, with this post, you’ve demonstrated that writing an insightful post is most certainly NOT algorithmic!
To build a successful sub-specialty in branded web series script writing, I had to learn how to write a sitcom script. I was surprised to learn that sitcom and feature film script writing is somewhat heuristic.
I took a class taught by a hugely successful Hollywood sitcom writer. She shared the “formula” for writing a successful sitcom script, and told us to watch several episodes of our favorite shows so that we could see how the formula was applied.
I discovered that sitcom writers are geniuses! I recognized the heuristic approach in each of the many shows I watched, yet still enjoyed a great story, while laughing my head off.
So Peter, you were spot on when you said that the heuristic writing we do is “a formula on a higher level, and one that still requires independent and original thinking within the context of that formula.” Couldn’t have said it better!
Interesting. Yes, back in my screenwriting days (well, my screenwriting 15 yrs), some people tried sitcoms. The weird part is your calling card script has to be from a diff show–not the one you are pitching to. Also many found they really needed to be in LA for this, but could get away with not being for movie screenwriting. I had one studio option on a reg script–and co-produced a short I wrote that won a Telly–and we went to the Film Market every yr–but this did not turn out to be an alternate revenue stream. I envy you on how much fun it is, though. And, yes, though there is a formula, it takes a lot of heuristic smarts to do it.
Thanks, Mele!
Can anyone recommend their favourite pricing guide or pricing strategy?
I need to know the professional rates for standard direct mail pieces.(sales letter, emails etc)
I consider myself a solid intermediate writer.
All feedback is appreciated.
I’m not one to go back to review my blog posts looking for errors to cure, but for some reason I did so this time and discovered a glaring mistake.
I said: I recognized the heuristic approach in each of the many shows I watched, yet still enjoyed a great story, while laughing my head off.
I meant to say I recognized the formulaic approach in each of the many shows I watched, yet still enjoyed a great story, while laughing my head off.
Whew! Now, I can sleep!
I can’t tell you how many writing jobs I see go into great detail about what they want, and I’m following along, interested, only to end with “my budget is $75 for 100 articles.” They completely devalue what we do, and they cause potential clients to question why I charge so much! (I do have an answer, but they don’t often want to hear it).
I hadn’t thought of it in these terms, but now I will! Thanks for the great post!
Thanks Susan, and glad you found the post useful…
And I hear what you’re saying, AND…;) This is a big hot button issue for me. Two things…
First, you say,”they completely devalue what we do.” Actually, it’s not what “we” do; few if any weighing in on this blog come within miles of job postings like these; as far as we’re concerned, it’s a whole other planet.
But more importantly, the “they” you’re referring to? The clients who post crazy-low-paying gigs may seem to be the ones devaluing what writers do, but where do they get their cues to post such gigs? Think they come up with these ridiculous figures (and yes, $75 for 100 articles is about as bad as I’ve seen) on their own? No, they take their cues from writers.
They price their jobs (usually in the category of “garden-variety pathetic”: $5-10 per article) low because, all you have to do is visit job posting sites, and see a whole pile of writers responding to these ads, with various and sundry versions of, “I’ll do it for that!” “I’ll do it for less!” “Pick me! I’ll do it for half that!” If you were the client, what would YOU do? Respond to the market.
But again, we come back full circle to this post. When the skills are algorithmic, a ton of people have them, and hence, the rates are low. And if, in fact, the skills you have, are beyond the algorithmic level, then quit looking at those postings and find opportunities (and you will rarely, if ever, find them on job sites) that value those skills that set you apart from the masses.
I promise I’m not picking on you – I’m really talking to anyone who is in this boat. Thanks for weighing in!
PB
… all you have to do is visit job posting sites, and see a whole pile of writers responding to these ads, with various and sundry versions of, “I’ll do it for that!” “I’ll do it for less!” “Pick me! I’ll do it for half that!” If you were the client, what would YOU do? Respond to the market.
First this is bid sites–the rush to the bottom. Elance etc. Second, writers are taking this stuff, which has kept it low, but it started with many many articles to webmasters on how to make money on AdSense–by hiring writers who don’t “cost much.” The writers aren’t helping, but they didn’t start it. The bid site crap bled into Craigs–and the Craigs rates gradually were noticed by the big boys–the large trades or even consumer mags… I also have been approached on commercial work for insulting rates–you say that isn’t the case, this work has not been affected, so I was unlucky, I guess. I do think writing is devalued now…we are fighting the good fight, though, many of us. I notice blog work is going up a little to $50 or more an entry–this used to be five bucks…so let’s see if the bleed works in a positive direction.
Hey Star,
Always appreciate your perspective! And no, I never said it wasn’t happening at all in our field. In fact, I think I said, I’d be a moron if I said our field had gone unscathed. But again, you’re talking about magazines, which absolutely have been hit REALLY hard, so I have no problem believing what you say at all.
And yes, there is no doubt spillover into straight commercial freelancing as well, as you share from personal experience, but again, to the extent that we can find jobs requiring those heuristic skills NOT easily duplicated by thousands of other writers, we won’t be as affected.
I just have to wonder whether those offering insulting rates to commercial writers can indeed find any number of writers to deliver what they need for those rates, or are just sniffing the air, and hoping to capitalize on the general downward trend in “general freelance writing” rates, but will wake up once they go through a few who can’t get the work they need done, done to their satisfaction. We shall see…
PB
I don’t think mag rates are the only ones sagging due to the influx of horrible SEO rates–I think it has seeped to all rates and feelings about writers. Sure, having unique skills makes you worth more, theoretically, but the clients may not always see it that way. Some will take “good enough.” And it’s not all magazines as you keep saying, Peter–it’s web copywriting–that’s commercial, right? I have prospects now who say, “I know our rates suck” or “I know this is abysmal” (quote from one last week). Another one tried the “we are a nonprofit” deal on me and I am so jaded I laughed, “Well, I try to be FOR profit.”
When a prospect zeros in on price right away–it is a huge red flag for me, as it tells me that he/she does not “get” the true value of great copy–and likely will be a pain to work with.
No thanks. I’ll pass.
I would rather have a few quality clients than a bunch of cheap ones.
All hail Google Panda for knocking back the article spinners and giving power back to writers who produce quality content. The internet is moving the right way at the moment and good writing is only going to get more valuable. Never publish anything that you are not proud of (or use a pseudonym) as Google is watching everything we do!
That google move knocked many Demand writers back into the market to muddy the waters, apply for stuff, freak out employers with 1000 applications, etc….that’s how I look at it…will the old economy or rates ever return? Who knows… As Peter and Julie say, all we can do is stand tall, walk stuff that is not to our liking, and learn to love the ramen.
Totally agree, Alex,
Google did what had to happen eventually. And think about why they did it. I mean, we all know the events, but what they did was a direct reflection of this unavoidable fact: content matters to readers. And if people are going to have any confidence in the sites they visit – AND the search engines they use to find those sites – then what they read when they get there is important.
All of which is good news. Yeah, Star, all those Demand “writers” got tossed back in the pool, and some of them will suck it up and do what they have to do to learn to be real writers who write real and valuable content, and most others won’t. Why? Because they were never really writers in the first place. They just found something they could do at home that involved moving words around that paid a little better than flipping burgers, but without the commute (I can hear the howls already…;)
And there will probably be a shakeup for a while, as clients who need GOOD content will try to get it from those kinds of writers for those crummy wages, but since content HAS to matter now, chances are, they’re not going to get what they need for $5 or $10 an article. And if they do the math and realize that, over the long-term, an investment of $50 or $100 in something of higher quality returns far more than that, then they’ll shift their thinking.
But, I think a far more likely scenario is that many of those content mills will just fade away. Their entire business model was built on the idea that because search engines were, essentially “dumb,” and would just reliably respond to predictable patterns, they could make money by writing according to those patterns. And that game is over. It’s like whole specialties of tax law that spring up because of a loophole in the law, and which vanish as soon as that loophole closes.
All of which is a sideshow to what WE do as commercial writers, since few of us want to write an article for even $50 unless it takes us 30-60 minutes to do it. But all in all, these trends are positive ones that can’t help but raise rates.
Got a blog post proposal yesterday about article marketing. And while it wasn’t really a fit for this blog, it got me thinking. He was talking to people who buy content from writers and telling them that, in order to be unique, memorable and to stay in people’s minds, you couldn’t get that requisite level of quality for $5 or $10. You had to really write something, well, unique and memorable, and that was going to cost you a lot more.
And yes, we can all smile and say, well, “duhhhhhh……” but within the context of the events of the past few years, in a perverse sort of way, it’s a good message. The more things change, etc, etc. It’s going to be a rough few years, no question, but what Google did forcibly raised standards, and while content-mill writing is an arena peripheral to the commercial writing mainstream, the ripple effects in shifting perceptions about writing and the value of writing can’t but help all of us.
Enough navel-gazing… Back to work… 😉
PB
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Check this out! This post snagged a slot on the “Best Articles for Writers 2011” list compiled by commercial freelancer Carol Tice – one of just 15. And I assert the commenting is just as much a part of that accolade as the original post, so this honor is for all of us!
Guess we’re doing something right! Sincere thanks and appreciation for all your brilliant contributions to TWFW Blog this year, and I look forward to more exploration and discovery in 2012!
Have a happy, safe and well-fed new year!
PB
Hi Peter,
When I read your book as a new, aspiring, freelance commercial writer, I had this same thought, I realized that the value of becoming an FCW is that it’s a task that can’t be offshored since it requires the skill of a native English speaker. Programming can be offshored; writing cannot.
So yes, you’re definitely on to something here.
“Or as my frustrated writer friend enlightened me, the term to describe the process is actually called “spinning,” and in many cases, is actually done by computer (and scarily well in some cases)”
Are you really scared? I wouldn’t be. Spinner software takes something that already exists, and makes it slightly worse; it does not create anything new. I don’t thing anyone has invented software that can actually write something worth reading. There is software that generates poetry and other things, but writing English is still reserved for that Aristocracy of native English speakers who grew up watching (and living) American sitcoms and reality TV. No Klackistan-generated content will ever compare, and if you are a real writer/editor, you can tell the difference in about a sentence. Stringing words together correctly and beautifully will only be accomplished by machines after they reverse-engineer the brain, which will occur after nanotechnology evolves. By then we will all be dead, or immortal.
Hey PB,
I came back to this post from a fellow WA native’s blog (Carol Tice).
Wow man, looks like you lit a fire! 🙂
Now, a little note about why commercial writing pays better (and isn’t on the decline or anything IMO)…
Take a closer look at who you work for as a FLCW… and then analyze, are those types of companies growing their businesses or aren’t they?
If the answer is “No” you need to re-evaluate who you’re working for 😉
If the answer is “Yes”, you’re probably getting the fees you deserve as a FLCW.
This doesn’t apply in all cases, but if you “trend this out” I bet you’ll discover at least one reason you are or aren’t getting paid what you would like as a writer.
Thanks JK, for the clarification! I wasn’t really scared, but was impressed with the quality of the “spun” content. BUT, I didn’t realize that it was just a derivative of an existing piece of writing. And if the original was actually…”hand-written” by a writer and was decent, then the spun version would show some bright spots as well.
And thank for both Josephs for weighing in. JP, glad you found it useful. And yes, no matter how fluent a non-native English speaker IS in English, for the kinds of well-paying work we should be going after, it won’t be good enough. Sure, companies may try, as many did with off-shored customer service, only to 1) pull it back to the states when they saw the problems; 2) keep it in place, but have US-based folks if people asked for them (which I always do); or 3) see their reputation suffer as their customers don’t get their problems resolved quickly and expeditiously.
And with writing, it’d be even more important as it’s the messaging you’re putting out to the world. No, I sleep pretty well at night. And thanks JR (as always) for the insight. Hadn’t thought about it in those terms, but worth pondering… 😉
PB
I’m confused as to why anyone would bother writing an article for $5-10. Frankly I can’t make a living doing that. Twenty articles per day? Not a chance. Even if I could, why would I? I could make more waiting tables for a six-hour shift, and then spending the remaining time writing novels instead of churning out SEO-driven drivel about how to lose that last ten pounds or have a three-hour orgasm.
Its interesting the comparison you make between algorithmic and hueristic types. I have been mucking around with eLance, craigslist, constant content and other “writing” sites, and found out exactly what your saying. Too many writers bidding on too few projects, driving rates down to next to nothing. If you want to be a serious writer (and I do) these sites are all a waste of time and not a good source of income. Thanks for confirming what I’ve been discovering!
Hi Peter,
Great article and I believe that explains the incredibly poor writing quality of the writing I regularly see online. I can also tell when a non-English speaker has written an article or product instructions and descriptions. I lived and worked in Japan a few years ago and their use of English in ads for and on certain product was the source of much amusement to native English speaking foreigners.
I believe I met you a few years ago when I attended a seminar on becoming a freelance commercial writer at a Barnes and Nobles in Fayetteville, GA, a suburb of Atlanta. If you are the same person, I believe you had just written your first book on the subject and I purchased it and had considered trying to get into commercial freelance writing. I had recently been downsized from Delta Airlines and was self-employed as a travel agent at the time.
I have been told many times by others who happen to read my emails or anything that I write that I should probably pursue writing professionally. I also end up assisting others when I see they are struggling with writing assignments etc. Just tonight I was checking some info on a website for a Jamaican resort and the writing was so atrocious that I decided to correct it for them and send it to them unsolicited 🙂 Afterwards, I recalled being in your seminar but could not remember your name so I Googled commercial writing and remembered your book title and came to this site.
I’ve written in conjunction with a number of jobs I’ve held. I was an auditor for many years, a public school teacher for a few years and also taught English in Japan for about 3 years. I’m currently an administrative assistant at a college in Atlanta and find myself assisting students and even some professors with proofing, rewording and rewriting of papers etc. I love the environment but after 4 years realize I must have more money and more challenging work, so commercial writing is something I would like to consider. I have since lost your book so perhaps I’ll purchase another copy and review it and do some other research on online.
Thanks MarCia,
Good to hear from you again! And yes, that was me at the B&N in Fayetteville all those years ago. Not sure of the exact year, but it was in the early 2000’s (book came out in 2000).
Thanks for weighing in, and I wish you the best when/if you move forward. I’ve heard similar laments from other teachers. They may enjoy the work, but want more money and more control over their time.
And yes, I came out with an new edition of the original book a few years back, combining and heavily updating the content of both the original and its companion volume (2005), TWFW: Back for Seconds. Check it out here (where it ships on my dime and you get a pretty meaty ebook bonus). All the best!
PB