Interview with a Freelancer: David Strom, Writer, Editor, and Podcaster

This week’s interview is with David Strom (david at strom dot com), who you can find at:

• Strominator.com
• Webinformant.tv
• Baseline Magazine (Technology Editor)
• Your Personal Geek
• Media Blather
• Accidental Fundraiser

DEE-ANN LEBLANC: Why did you choose to use your own name or start your own business to work under?

DAVID STROM: I found that big corporations tend to treat you better if you have Your own corporation. Or maybe it is just my justification for the Paperwork that is involved.

DEE-ANN LEBLANC: What type of freelance work do you do?

DAVID STROM: I have three main sources of work: articles for IT publications and the New York Times. These cover mainly networking and Internet applications. I write for IDG, CMP, Ziff Enterprise, TechTarget and JupiterMedia. Webcasts and in-person professional speaking gigs that cover a wide range of topics (I am doing my next keynote here: http://www.ahma.org/HTF). And custom consulting work for computer vendors, which right now is mostly doing product review screencasts for my my WebInformant.tv site. I come from an IT hands-on product testing background so I spend a fair amount of time trying out new products and seeing whether they will fit in particularly IT contexts.

DEE-ANN LEBLANC: What type of material have you written for the New York Times?

DAVID STROM: [Editor's note: You can see them here.] Generally, they are for the small business section that runs infrequently. They focus on particular technology use cases, such as the story I am working on this week about how to schedule meetings using a variety of software tools.

DEE-ANN LEBLANC: How long have you been freelancing?

DAVID STROM: Full time since 1992, with some time off during 2002-5 to go back to CMP and to run Tom’s Hardware before I realized that I was better off being my own boss.

DEE-ANN LEBLANC: Can you describe a typical, or at least recent, project for us?

DAVID STROM: There is no such thing as typical. Each gig is different, but I usually write articles that are less than 2500 words, and involve interviewing 5 or more people that are IT managers.

For my speeches, I spend a lot of time doing research and trying out new ones on local audiences before I take them on the road.

I have a small test lab in my office to try out new products, and when I am looking at something that requires more sophistication I can visit several IT shops that I have good relationships with, if it is something that they are interested in testing.

DEE-ANN LEBLANC: I know you said you’re doing a keynote. What other types of speeches have you done? For any particularly interesting groups or topics?

DAVID STROM: The most fun speech that I gave last year was for a group of small liberal arts college CIOs that was held at my old Alma Mater, Union College in upstate NY. I was introduced by my old (now retired) math professor, in a restored building that was in the center of campus. It was a hoot to be back on campus after many years and to see how they have fixed the place up. I do a variety of speeches though mostly on topics that are relevant for IT audiences, including workshops and webinars too.

DEE-ANN LEBLANC: How do you handle it if there’s just nothing good to say about a product?

DAVID STROM: I often get asked about writing negative things about a product. Every product that I test has its good and bad points, and the bad points are often useful because they show what potential audiences should steer clear of it. Not every product is useful for everyone under every circumstances. With my current project at Webinformant.tv, I tell it like it is and my audience appreciates that. Even though these videos are sponsored by the vendor, they also agree that it lends credibility and also helps to close on the right kinds of customers for their products.

DEE-ANN LEBLANC: Do vendors just send you products automatically or do you typically have to request them?

DAVID STROM: Vendors send me unrequested products all the time, and sometimes I write about them and sometimes I don’t. You would be amazed (well, maybe you wouldn’t) how many products arrive that don’t really work, and I never get a returned call from the vendor to help get them to work. That is sad. If I can’t get through, how can an ordinary end user?

With some smaller, one product vendors, if I see that it is a real dog I will often call the vendor and tell them that their product isn’t ready for review and to send me an update when they fix the things that are wrong with it. And if I have seen glowing reviews in print for products that I know have major flaws, that motivates me to write about the flaws and get my POV out there.

DEE-ANN LEBLANC: About how much of your time do you spend on the business side, and how much on creating?

DAVID STROM: I try to spend at least 90% on the creative. I found Quick Books early on (during its DOS era, unbelievably) and it one of the best things that I ever used.

The other great thing that I do that is business-generating is to write a weekly email newsletter called Web Informant that goes to several thousand people. This generates a fair amount of work and keeps my name active with my potential and current clients. I have been writing these missives for almost 15 years now, and I first started this for completely different reasons but realize that it is the best way for me to market myself.

DEE-ANN LEBLANC: Where do you find the best balance is between self-promotion and giving the reader added value when it comes to newsletters? Is weekly newsletters the sweet spot between flooding people with mail and overcommitting yourself?

DAVID STROM: The keys are making it interesting and making it regular, weekly is really the best frequency. Don’t self-promote too much — say no more than 15% of the content or frequency.

DEE-ANN LEBLANC: What is the most important piece of advice you could give to someone starting out or transitioning into your specialty?

DAVID STROM: Know what you are good at and what you aren’t good at. Take the time to develop your own brand and work your contacts. Build up your own Web site and email newsletter, and associated social media and other networks. Figure out what your time is worth and protect that figure when you quote your fee. Cultivate PR people, they can be very useful to your career if you know the right ones.

DEE-ANN LEBLANC: What’s your favorite part of your work?

DAVID STROM: I love figuring out something about a particular product that no one else has written about — whether it is a bug or a feature. Especially when I hear from readers that they were helped by something that I wrote that gave them insight into how to use or avoid a product. That, and hitting the send key when I submit a piece to my editors.

My least favorite part is usually when I am doing editorial calendar items because the PR people are so desperate these days they swarm all over you. FIguring out how to handle these opportunities is tough to sift through the noise.

DEE-ANN LEBLANC: Can you give some examples of the problem, and how you handle it?

DAVID STROM: I try to be polite and tell them that their pitch isn’t suitable. Or for Baseline Magazine, I ask them for customer references that I can quote in the story, that usually ends the email exchange pretty quickly because it means that the PR person has to work harder to find the right contact.

The most important skill for PR people is to LISTEN TO THE PRESS. Next is FOLLOW UP with real information. Take notes on con calls and then deliver the things that were promised. Less than a third of the PR people I talk to do all of these simple things.

DEE-ANN LEBLANC: What would you rather farm off on someone else?

DAVID STROM: I am a one man band, and have been since I started. I found that while I was a great manager when I had a “real” job, I don’t want to manage projects and supervise others, so I tend to find work that I don’t need to depend on anyone. Take my screencast videos, for example. I test the products, write the scripts, and create the videos all myself. It is a lot harder but a lot more satisfying when you see the final result.

DEE-ANN LEBLANC: Anything else you’d like to share with Freelance Survivors?

DAVID STROM: It takes a very motivated and organized and self-directed person to become a great freelancer. You always have the siren call of the fridge or other distractions. I found that my most productive times are very early in the morning, and that is when I do the lion’s share of my drafts. If you are the kind of person that likes to be alone in a room in front of a screen, this is the profession for you. Figure out when you are most productive and protect those times (stay away from email etc.). And learn how to constantly be asking for business. It doesn’t have to take up much of your time, but you do have to be on the lookout.