How to Set Rates as a Freelance Outdoor Writer

The hardest part of writing about fishing is not getting assignments or completing them – it’s figuring out how to maximize the return on your investment of time and energy. Freelance fishing writing is definitely not a good way to get rich in a hurry, but with a little bit of effort those meager checks can add up – and if you can find a way to boost them by 20 or 25 percent it adds up even faster.

As I’ve said before, I am not good about negotiating rates, probably not nearly as assertive as I should be, although I’m getting better. Part of that is increasing my own sense of self-worth, and part of it is the fact that I have more than enough work lined up for the foreseeable future – if someone doesn’t want to pay me what I consider to be fair, I can walk away from the deal and not worry about feeding my family.

No, you’re not going to make Malcolm Gladwell or Michael Lewis money to write about spinnerbaiting in the spring (unless, perhaps, you are Gladwell or Lewis), and that’s all the more reason not to leave money on the table. Here are my thoughts on the topic.

Outlets that Don’t Negotiate

Most of the established publications have existing rates. Certain editors may be able to offer you extra based on how much they want a particular topic, but you can generally assume that the more corporate they are the less you’ll be able to negotiate. The trade-off here is the publication in a well-recognized magazine or website comes with a certain cache that may make you more marketable in the future. Take that for what it’s worth to you.

What if They Ask You for a Price?

Often outlets will ask, “What is your rate?” or “What is your suggested price for that work?” This is a tricky balance because you want to eke out every penny (both in the long-term and the short-term) but you don’t want to turn them off to dealing with you in the future. Would you rather produce one article for $500 or ten for $400 apiece? It’s up to you, but it’s a genuine part of the equation. I generally try to play the long game.

I typically refuse when they want to pay me by the word or by the hour. I just think it creates too many perverse incentives or at least the perception of perverse incentives – are you padding your piece with extra words simply to get a bigger paycheck? Give me a set fee and let me try to produce the best piece that I can.

Two pieces of similar length and general difficulty may demand higher requests. In particular, if I know I’m going to have to deal with multiple anglers who are hard to reach, or unlikely to return calls/emails, I err on the higher side. My time is too valuable to waste chasing down people who don’t make me at least somewhat of a priority. In several cases, I’ve subsequently told editors that I don’t want to work with those people anymore at just about any price.

Over time you will get a sense of what is an industry standard, which outlets or types of outlets have flexibility and whether the juice will be worth the squeeze. Then you can trust your gut.

Build Your Network

I have a group of semi-similarly-situated writers with whom I text and email frequently. Sometimes it’s about how to work effectively with different editors or different anglers. Other times it’s about rates. Early in my career I learned to trust people like Alan Clemons, who knew the industry landscape and could give me unfiltered advice. Find your trustable tribe and lean on them. Oddly enough, oftentimes they’ll be the same people with whom you’re “competing” for limited freelance ink or pixels – but you’ll learn who’s likely to help you and who is likely to stab you in the back rather quickly. Be sure to give as much information as you get.

When to take less than “market value”

If your work is desirable and valuable – and if it’s not, why do they want it? – an editor or company should be willing to pay for it. Sometimes, they legitimately don’t have the cash, or can’t pay for some other reason. I’ve written a number of press releases for friends’ startups gratis as a sign of goodwill.

Other times, a publication hasn’t changed its rates in years, and is unlikely to do so. Then you have to make a choice. It comes down to personal objectives and time management. I am willing to take some assignments that don’t pay well if they provide some other benefit – either a chance to get in front of influential eyes or to get face time with people who matter. An assignment that puts me on the radar and in frequent contact with KVD or Swindle or Ike or Palaniuk has some value. I know that “it’ll give you exposure” is the joke of the industry, but sometimes you have to bet on yourself and see that a low-paying assignment could be a springboard to a larger, more long-term and better-paying opportunity. Just try not to let them take advantage of you in perpetuity.

Is “stuff” a good substitute for cash?

On occasion, companies will try to supplement your pay for advertorial or semi-advertorial writing with product. Only you can decide whether a bunch of extra clothing or lures is a valuable substitute for cold, hard cash (which can be used to buy the exact clothing or lures that I want). I have lots of t-shirts – another 10 doesn’t necessarily change my station in life – although a free graph, a trip to the Seychelles, or a comped outboard might.

If you do accept product in lieu of cash, or in addition to cash, consider the tax implications of said payment. I’m not an accountant so I can’t advise you there, but you should likely consult a professional.

Also, be sure to consider the implications of accepting “stuff” upon fellow writers. If we build a system where companies and publications don’t need to establish a pay scale in dollars, that lowers the bar for all of us, including those who depend on writing exclusively to feed their families. That’s a losing game, especially if you hope to someday make all or most of your living from writing about fishing.

You Can Always Go Back to the Well

If, after agreeing to a rate for an ongoing series of projects, you decide that you undershot the mark, there’s typically no harm in asking for a reevaluation. That’s harder than setting the fee correctly the first time, but there’s nothing that says you can’t ask. They can always say no. Just be sure not to suggest a fee so out of whack with your original agreement that it looks to be a bad faith revision. Also, prepare for the fallout. If you’re going to die on that hill, you truly need to be willing to walk away from a deal if they won’t move to where you need them to be. Also be prepared for the possibility that you may get more now, but fewer assignments later. Again, that may be a risk you’re willing to take, but all decisions and all actions have trade-offs.