Profiles in Success - July 2002

Robert's Rules
for Success

WHO: Robert McGarvey
E-mail: rjm@mcgarvey.net
Website: http://www.mcgarvey.net

WHERE: Tucson, Arizona

WHAT: A prolific magazine writer, McGarvey has penned more than 1,500 articles in the past 30 years for publications ranging from American Way to American Legion and from Boy's Life to Hustler. "In recent years, I'd focused on tech writing -- doing lots for Upside and M-Business, for instance. But in 2002, I've gone back to more general business feature writing. Stories I've worked on this year include "Getting out of the Comfort Zone" and "Corporate Wellness Programs" for American Way. A little tech is sprinkled in there but not much -- that niche is hibernating," he says. Over the years, he's written a few books, too. (Most recently was "How To Dotcom," Entrepreneur Press, 2000).

WHEN: "In 1972 I sent off a spec manuscript to Boston Magazine. A month or two later, the editor called to buy it. I was a recent college graduate -- I'd majored in philosophy at Rutgers -- but had no career goal in mind. So when that check came in, I decided this had to be the
easiest way, ever, to make money. I still think it's rather easy if you follow basic business rules (but of course I discovered it wasn't THAT easy). I've taken off about 8 years in the past 30. I worked as a speech writer from '73 to '78, and was a partner in a PR agency from '83 to '86.

WHY: "This is the greatest job. I get to tackle questions that intrigue me and get paid for writing up the answers. I've covered everything from celebrities (I was a contributing editor to Oui when Playboy owned it; my beat was the celeb interview) to Web services."

HOW: I've survived so well because of my top four rules:

• Build partnership with editors. "One key to success in any business is repeat business and referrals. Some writers always fight with editors, seeing them as the enemy. I seek to position myself as a person who will work with editors to produce mutually satisfactory outcomes. They come back again and again. I'm still writing for Jerry Kindela, the editor in chief of Men's Fitness, and I met him 25 years ago at Flynt. I am working with several other editors whom I've known for 10 years."
• Writers get the editors they deserve. "When a writer has nothing but "bad, difficult" editors, I think that says more about the writer than his or her editors. But do understand: First assignments are like first dates -- most lead nowhere. A few months ago I did a first assignment for a national computer magazine, and before it was over both the editor and I disliked each other. A bad scene? Nah. It just means we won't be doing more work together. Move on quickly from bad first dates, but nurture therelationships that show promise."
• Use multiple marketing resources. "I subscribe to FLX and a couple of travel writing newsletters, and I belong to NWU, Authors Guild, and the Society of Southwestern Authors. Don't get stagnant in marketing. Always seek new information. This pays for itself. Last year I sold one article because of FLX (to Knowledge Management for $1310) and that buys many years of the newsletter."
• Set income goals. "Don't believe the blather about freelancing paying poorly. It doesn't have to. I believe a professional freelancer ought to earn at least the "high minimum" paid to Newspaper Guild members. This translates into at least $50,000 to $60,000 yearly, or a bit over $1,000 weekly. Beginners won't hit these numbers -- but if you set them as targets, you'll get there within a couple years. My own goal is $2,000+/week, or $400/day, and generally I find that pretty easy to make."

SURVIVING THE DOWNTURNS: "Being a freelancer is like being Miranda in "The Tempest" and stepping into a brave new world -- every day. The current freelancing environment is as challenging as I recall. What's different is the mix: an eclectic stew of advertorials, half of a commemorative book for Carnival Corp., and a flow of magazine articles."

PROMOTE YOURSELF: "Create a Web site with links to your articles. Why? For many years I wrote almost monthly for American Legion. In 1995, there were some editorial changes, and we went our separate ways. A few months ago, a new Legion editor was going through back issues, saw some of my bylines, and decided he wanted to see if I'd write for the magazine again. He called the phone number they had on file -- a dead end because I'd moved twice since 1995. He did a web search, quickly found my site, and e-mailed me. He gave me two assignments and more are sure to come. But he never would have found me if I didn't have a Web page."

TAKE STOCK OF TECHNOLOGY: If you stay current and aren't afraid of innovations, it can help your business immensely, McGarvey says. An accident earlier this year left him with his right arm in a sling, no ability to type or take notes, and multiple stories to write. "A doctor suggested I buy Via Voice, IBM's voice recognition software. It actually works well enough to get articles out," he says. Between that and a transcribing service, he salvaged his ability to work -- and $15,000 for two months' worth of articles.