STC Summit 2018

The #STC18 Technical Communication Summit is the annual conference organized by the Society for Technical Communication, which took place this year in Orlando on May 20-23, 2018.

Incredibly, it was the 65th anniversary. This milestone illustrates the longevity of the STC organization. This year’s theme, Communicate the Future, exemplifies the forward-looking focus that we will all benefit from.

I attended to represent as President of the STC San Diego Chapter and to present about Future-Proof Writing – an extension of my Effective Content Framework tailored for the conference theme.

See more conference highlights on the STC San Diego blog: 2018 STC Summit – Cheers to a milestone birthday and the future!

Read more about the conference theme and industry trends on the MindTouch blog: Communicate the future at #STC18 and beyond.

Freelance Business Fundamentals – Key Takeaways

STC San Diego collaborates with SD/PEN every year to host a fall workshop. I think they keep getting better every year and this year’s workshop to Kickstart Your Home-Based Writing and Editing Business was my favorite by far.

The workshop included five expert-led presentations:

  1. Alex Bennett – Legal Basics
  2. Janina Goldberg – Time Management
  3. Martin Ceisel – Finding Clients and Copywriting
  4. Nikkie Achartz – Pricing and Profitability
  5. Allison Mellon – Digital Marketing Strategy

Top Takeaways

I have too many notes of action items and resources to list here, so I’m sharing my favorite takeaway from each session.

Legal Basics

Contracts can use overly-broad language to describe how the work you perform for your client becomes owned by them. Verbiage regarding intellectual property may say something like:

“… all processes, methodologies, inventions, enhancements, ideas, improvements, developments, modifications, derivative works, know-how, and trade secrets.”

That basically describes all-the-things! Agreeing to that type of all-encompassing language sets yourself up for risk, especially if you are pursuing personal projects or working with multiple clients at the same time.

To gain some control, first try to push back and ask for more specific contract language that describes the exact type of work you’ll be doing for the client. If they refuses to modify the language, then insist on itemizing other work to exclude.

Time Management

I asked for the cure to procrastination and learned a great tip! When you find yourself procrastinating for something important, write down the reasons you are delaying a given effort.

Forcing yourself to acknowledge why you are procrastinating identifies the root causes, which you can address more directly to give yourself the kick you need dive in.

Finding Clients

There is no excuse to not have a portfolio with at least a few quality examples of your work. Even if you are breaking into a new field, either as a new graduate or career-switcher, you have options to create a portfolio.

  • Create a Spec Ad (speculative advertisement, an ad you create on your own) or other samples just to demonstrate the specific skillset you need to highlight.
  • Volunteer for a professional association or community organization and offer your talents for something that helps them and your portfolio at the same time.
  • If your work is protected by an NDA or you don’t have permission from the intellectual property owner, create a scrubbed or modified version of the piece as an alternative.

No excuses!

Pricing and Profitability

When marketing yourself, focus on the reasons and motivations of your potential client. People are motivated to make decisions based on one of three things:

  1. Fear
  2. Pain
  3. Desire

Weave in specifics about how you can save the client time, money, aggravation, etc. If your proposal directly addresses the problem you work will solve and why you are the best person to solve it, it will be received better.

Digital Marketing Strategy

My favorite takeaway about digital marketing is something I already knew, but it’s worth repeating. Don’t over-focus on keywords for SEO gains when publishing marketing content. Search algorithms continue to evolve towards ranking based on searcher-intent and context rather than exactly matching keywords.

Google cares more about relevancy than other factors. Create content that is valuable for users—what I call effective content—and engagement will become your biggest SEO boost.

Event Follow-Up

To see parts of the workshop that were recorded, check out the YouTube playlist: 2017 Workshop – Freelance Business Fundamentals.

To be notified of future events with STC-San Diego, subscribe to the mailing list.

STC San Diego Workshop 2017