One Writer’s Superpower That Could Land You More Clients

I was talking with a writer friend a few days ago. She was relating an interaction with a potential client when it dawned on me:

This writer has a superpower.

Moreover, her superpower is so stealth, it’s taken me numerous conversations before I realized she had it.

This is a writer who has an impressive client list. Her clients are spread around the globe, and from what I can tell, she’s gotten every one of these clients by launching her superpower on them.

And I’m not even sure she realizes it’s a superpower.

What is it?

When she’s talking with a potential client, she says this:

Hey, I have an idea …

And it works often enough for her that I’ve begun to think of how I can incorporate this same superpower into my freelance writing business.

Why does it work? Simple; the minute anyone says “I have an idea,” they’ve drawn you into a collaboration. You’re now part of the planning. For a client, that feels like a solid, trustworthy move. For a freelancer, you’ve just created an unspoken partnership with someone who’s a little more inclined to hire you.

But it’s more than that, isn’t it?

Yes, it is. I know this writer pretty well. That phrase comes packing a lot more punch because she does these things, as well:

• She researches that business
• She knows her market
• She listens intently
• She’s not afraid to go bold

She’s also not afraid to sabotage her chances if it serves the client better to do so. In a recent interaction, the client was ready to hire her for a project, but she contacted him the next day to remind him of what could be some political fallout if he timed it badly. He agreed, and she just basically talked her way out of the job she really wanted to do.

But that’s a good thing. She showed her client (no way he’s not hiring her now) that she was looking out for his interests and not just her own.

Still, the homework she does pays off when she comes back to the potential client with what usually turns out to be a deal-sealing idea.

[bctt tweet=”Can one #freelancewriting superpower improve your sales? Yes — if you do your homework first.” username=”LoriWidmer”]

And here’s your homework.

Next time you are courting a new client — even before you get the positive response to that letter of introduction (LOI)– do this:

Know that business.

It’s not hard. For example, Business A sends out a webinar invitation. You go to their website, and you browse their Newsroom, Resources, and Blog. Look at all that material they put out every month! Where does your background align with what they’re doing? Mention it in your LOI, but note it on whatever spreadsheet or program (or notepad) you use to track your marketing contacts. These notes are where your ideas are going to come from when they respond.

Know your market.

Cathy Miller knows healthcare. Paula Hendrickson knows Hollywood and entertainment. Sharon Hurley Hall knows online content. Why? Because each of these freelance writers took the time to learn the industries they write about. You don’t have to be a Mensa at your industry, but know the jargon, the issues, the associations, the publications, and some of the people. In fact, I think the publications are the best way to tap into what your potential clients are thinking about. Once you start writing in an area for any length of time, you’ll pick up on trends and pain points. The pain points are what your potential clients are thinking about most, but the trends are where they are looking for opportunities.

Listen intently.

Turn on a tape recorder. Let them talk. Take quick notes. Jot down ideas if they come to you. Ask pointed questions. “So you’re saying the last marketing campaign didn’t draw as much attention as you’d like. Can you share the draw you did get? What was your ideal? What do you think didn’t work? What did work?”

Somewhere in that conversation lies your idea.

Go bold.

My writer friend has come off with some pretty intense ideas, but you know what? Each one is detailed enough that she’s not just spouting off something to impress. Her ideas are backed with why she thinks it will be good for the client, and because she’s done the research and knows her market, she’s able to go bigger and bolder than most freelancers would do on first meeting.

Examples of going bold:

“I have an idea:

• “You know the viral marketing has grown to a huge market, and it’s popular with younger demographics. I see your company being able to use viral marketing to reach your audience this way ….”
• “With International Women’s Day coinciding with the month you were hoping to get your project in front of consumers, we can tie in to that theme because your products have these attributes ….”
• “Remember that blog you mentioned earlier in our conversation? Here’s how another client is getting great traction out of their blog, and I think it would work really well for you….”
• “You said you would like to get in front of clients on a regular basis, but not overwhelm them with communications. When I was working in the retail industry, I saw the traction they got from connecting special events to personalized email blasts. If we could come up with say 12 ideas, one for each month …”
• “You said you needed maximum impact and exposure for these articles. Here’s a method that’s worked for a few of my former clients ….”

In each example, you’ve spoken to what they need. And you’ve shown that you know how to listen, too. Practice a bit. Locate a press release. Study what message they’re sending. Look at their website. Now, imagine they’re in front of you, and they’re talking about wanting to get 4 ghostwritten articles out, they want to increase their blogging, and they want to attract a wider audience, say millennials.

What’s your big idea going to look like?

Writers, have you ever approached potential clients with ideas? If not, why not?
If so, how often?
How else have you brought potential clients to your side?