Today’s financial climate means writers can’t just rely on their creativity with words – we have to be savvy in the marketplace too.

I regularly place advertisements in local press, but my budget limits me to only paying for the right advert at the right time.  When a new advertising directory approached me, I knew I couldn’t afford to pay their rates – but that didn’t stop me exploiting a possible opportunity.

The content of the magazine was restricted to advertising, with a crossword puzzle and little else to entice the reader to turn the page.  So, after several emails bouncing between us with pleas of ‘will you place an advert?’ being volleyed back with a ‘not until you increase your editorial content’ – I finally received the reply I was looking for.

The owner of the directory admitted that until advertising revenue increased, he just didn’t have the budget to commission any articles.  Once I had this admission, I pounced.  I offered to write a couple of short fillers a month, in return for a free advert. 

And guess what?  He bit my hand off.  The short articles would be based on subjects I had already researched, so my time investment would be minimal.  Also, I didn’t have the worry of paying for a series of adverts in a new venture which may not survive these difficult times.  What I did have is free advertising and perhaps, just perhaps, the satisfaction of getting involved in a new venture which might succeed.

Initially, I began working with a performing arts theme.  I regularly review shows at a local arts centre, so it was easy to produce something along those lines.  Because the potential readership wasn’t necessarily in that audience, I selected performers touring the region and instead of straightforward reviews, opted for profiles.

Most performers have their own websites providing background information and simple interviews can be conducted via email without the hassle of pre-arranged telephone calls.  This method provides the performer with time to consider their responses and to provide some excellent quotes.

This series of articles was headed ‘Backstage with…’ and proved quite a success.  The in-house photographer was happy to provide images in return for a full credit and as my input was at my convenience, it worked well.  Performers are only too pleased to see their shows advertised in new magazines.  Most now appear on-line too, so it all helps their Google ratings too.

After just a couple of months of contributing articles, the editor asked if I would be interested in writing editorials, paid for by advertisers.  We negotiated terms and in addition to my other work, I now write profiles on various advertisers too.  These are very straightforward affairs.  A list of questions is emailed to an advertiser and they are able to consider their responses before committing to an answer.  The beauty of this method is that the advertiser’s voice is heard in their own text. 

An early advertorial was written for a female electrician and it was clear she was justifiably pleased to have made a success of a job which is normally ‘men only’.  Her drive and determination came through, and I believe this made her advert stand out from the rest.

Each month, my website address is advertised completely free of charge and my writing ability is showcased.  One advertiser for whom I wrote their advertorial text has now asked me to write the text for their website too.

I planted my little acorn very cheekily and I’m amazed there are already green shoots sprouting. In today’s economy, you don’t just need to be creative, you must be crafty too!