Freelance Idea File: Ideas for Attracting Clients

How many times have you heard (or asked) this question:

Where do I find clients?

Today, we’re going to answer it.

If I had a quarter for every time I’ve fielded that question (and asked it myself — we’re all beginners at some point), I’d not have to write for a living. It’s a legitimate question, and one that has baffled many a beginning writer. Yet, here’s the honest truth about where you’ll find clients:

All around you.

Okay, too simple an answer. I get it. Just because they’re there doesn’t mean you know how to identify them and attract them. Identifying them starts with knowing what types of clients you’d like to work with and where they hang out. Then it’s a matter of attracting them.

That last part is why we’re here.

It’s about finding ways to stand out, which shouldn’t be tough. However, you’re trying to stand out amid a sea of writers trying to do exactly the same thing. But you know what?

That doesn’t matter.

That’s the real secret to all this marketing stuff — you’re not really trying to compete with other writers. I don’t know of one time I’ve actually competed for a job with someone else. Yes, I’ve been interviewed by a few clients who were looking at other writers. Even then, I wasn’t competing. To me, it’s less of a job interview and more of a “Do we fit?” exercise. I don’t allow myself to consider that I’m competing. Here’s why:

[bctt tweet=”When you make #freelancewriting a competition, you remove your business power.” username=”LoriWidmer”]

Bold statement? Maybe. But that’s how I feel. I’m there to see if that client fits me, not bend over backward to convince that client that I fit them. To me, trying too hard to compete puts all the power in the hands of a client. And while that client may be someone who doesn’t wield power like a sword, your lack of power puts your entire business in submissive mode. You’re now on the same level as an employee, and your voice is going to be reduced to “Yes, sir” and “No, ma’am.”

Yea, I didn’t think that appealed. Doesn’t appeal to me, either.

So remove competition from your head right now. Replace it with the idea of a conversation. You’re asking them questions to see if they’re a match, just like they’re asking you questions for the same reason.

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Okay, now that that’s out of the way, let’s get down to attracting them.

Here are some tried-and-true methods (some are ones I do) that work quite well:

Stop Shouting

Lose the exclamation points, lose the CAPITALS and bold and bold italics. That gets you ignored, not noticed. Or worse, that gets you noticed for the wrong reasons.

Drop the Sales Talk

Of these two pitches, which one is going to appeal to you more:

Right now, hire me. Your company could use the additional help with writing projects, and I’m the best you’ll come across! Book my services today and I’ll give you a 10-percent discount. I would be able to link your company’s articles to my blog and get you tons of new traffic! Plus, I think I can improve your blog quality. I can help you resolve your communications issues on both your website and your marketing materials. Call me today!

Or:

I noticed your company is exhibiting at the ABC Conference in six months, which is a conference that many of my current clients attend regularly. It seems we have something in common, which is why I’m writing to introduce myself. I’m a veteran freelancer with XX years of working with clients in your industry to help them with various writing projects. Some of the projects I’ve handled include: ghostwritten articles, blog posts, sell sheets, case studies, and website revisions. I’d welcome a conversation to get to know you and your company better, and to discuss what some of your pain points might be. Would you have time later this week or early next week for a brief call?

While the second one still sells to some extent, it’s not pressuring the contact with buy, Buy, BUY! language. It’s a quick intro, with the focus on the client’s needs, and it’s an invitation to talk. No empty promises, no insulting inferences that their writing may not be up to par (it may not be, but there are much nicer ways to approach that). It’s an invitation. The sale comes later. Or not, depending on the results of the conversation.

Reach Out With an Introduction

Which is what we just did in the second example pitch. Keep your background brief, and draw out the skills in your background that mesh with their business or their current communications projects (you’ll look on their website and social media accounts first, right?). Then ask for a conversation. And thank them. Always thank people who take the time to read your emails.

Suggest Something

Be careful — don’t go all crazy telling them what they’re screwing up. Instead, go a bit softer: “I noticed you have a fairly active blog” or “I see you have a news section set up.” Then you can suggest a complementary project “Have you thought about how to get more mileage out of the blog by expanding into articles? A few of my current clients place articles that relate to their blog content in industry publications…”

Meet Them Online

If you’ve not tried to connect with potential clients online, you have no idea what power there is right there on your monitor. Social media has made it ridiculously easy to be chummy with people who are in a position to hire you. Here’s how I’ve reached out:

• Attend their webinars
• Attend the Twitter chats
• Comment and Like in forums
• Share tweets consistently
• Start a conversation with those who have connected with you on LinkedIn and Twitter; just don’t be a creep about it. I would never say to someone “I saw you looking at my profile! Need a writer?” because right there, you’ve crossed the line between friendly and trying to capitalize on what you think is opportunity and gone right to desperate stalker.
• Start forum conversations or your own Twitter chats

Revert to Snail Mail

Know what people don’t get too much of? Snail mail. If you want to make an impression that last longer than it takes to read and delete your email (sorry, some of them just will), send a letter. In the letter (your introduction letter), mention that you’ll be following up in a week. Then do. I’d go for the phone first, but email would work just fine if you’re phone-phobic.

Attend an Event Where They’ll Be

Networking events, not “Hey, I just happened to bump into you and your kids at a soccer game, so let’s talk business in your free time” kind of weirdness. Remember, we’re not stalking. Attend a local one-day seminar as a press member. Attend a local networking night. Create a networking night for people in your specialty area (or just business people generally, if they’re your target).

Writers, how do you attract your clients? 
What’s worked best for you? Why is it working?
Have you had marketing that didn’t quite work for you?