“Exposure” Doesn’t Pay the Bills
What is exposure — and how to (& not to) get it.
Merriam Webster defines exposure as “ the condition of being presented to view or made known” and “the condition of being subject to some effect or influence,” along with a couple of other definitions.
Practically speaking, as a freelancer or entrepreneur, you need exposure.
It’s a fact of business.
People need to know you exist in order to buy your product or services.
How Can You Get Exposure?
There are many different ways to get exposure, like having a column in a major publication, but as Nicolas Cole learned, it may not be the best way (he shares some great insights in this article).
You can start a blog, pay for ads, do work for free (but you shouldn’t!), you can pay social media influencers to feature you, you can use PR strategies like pitching to media outlets, podcasts, and more.
You can become a top writer on Medium and Quora (I’m currently both), though those don’t necessarily mean more exposure, they certainly have the potential to do so.
You can also just be marketing yourself to individual clients and focus on building up your client base.
What Works Best?
That one is a bit harder. What works best for me — using social media to find clients and then selling myself on the phone — may not work best for you.
Most people and companies find that a combination of several tactics is best for them.
You have to figure out what works by judging cost versus benefit. Whether it’s costing you money or your time, it always costs you something. It is extremely important to remember that your time and your skills are valuable.
If you boosted a Facebook ad or sponsored an Instagram ad, look at the stats and results. Did you get any new clients from it? Or inquiries? Did any more people subscribe to your mailing list or buy your book? Using the analytics helps you to see what is working and whether that strategy was worth the money (or time) spent.
Testing different ideas is a great way to see what works for you with minimal risks. Don’t spend $200 on your first ad, start small and figure out your audience and then move up.
You Still Have to Pay the Bills!
Be careful not to do too much for the elusive “exposure.”
There are websites, comics, twitter accounts, and more showing just how often freelancers and craftspeople are asked to do things for free or “for the exposure.”
There are very few times when the exposure they are offering is actually going to be worth your time and energy. Amy Morin wrote a great piece for Inc on this exact topic.
You can’t pay your rent/mortgage with exposure. Be very careful not to just do a bunch of free or vastly underpaid work in the HOPES it might get you some exposure. Your time will be far better spent looking for actual paying clients.
Remember that the time you’re doing something for free for potential exposure is time you could spend on revenue-generating activities.
I found clients even when I had zero professional writing experience, using only my old personal blog as writing samples, simply by approaching people and asking if they would be interested in any writing or editing services.
Make your OWN exposure. Value your work and yourself very highly! You are your own advocate!
Of courses there are exceptions!
I am NOT saying to not do anything for free ever in your life!
I’m talking specifically in the context of potential clients and paid work. For example, there may be a charitable organization you choose to volunteer your time and skills for — of course, that’s wonderful and is also your own choice.
You also may find yourself in a HuffPost situation.
About a year before I ever even thought about looking for clients and being a paid writer, I started contributing to HuffPost for free. I loved it, it was something I chose to do knowing there was no payment. However, when I weighed the benefits I’d get (major publication byline, the marketability, write what I want) against the cost (my time), it made sense to me.
So of course, find what works best FOR YOU and don’t just trust every stranger on the internet!
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