What’s on the iPod: Anna by Will Butler
A new week, a new chance to get it all done and take a vacation. My daughter and her husband move this week, so Friday is lost, as I suspect is Thursday afternoon. If I intend to get out of here anytime soon, I have to wrap things up before Thursday. Manageable, but only just.
I was watching an online discussion wherein the writers were wondering just how they’d ever move from their current situations — one project success or somewhat of a stagnant position, depending on who was talking– into more lucrative work that actually made a dent in their value.
It’s not hard. It just takes a little attention to how you’re interacting with current clients and prospects. There are a few ways to get a bit more of an impact. Here are some I like using:
1. Ask for a testimonial. If your client is over the moon with what you’ve just done, ask if they’d provide a short testimonial for your website/newsletter. Nothing convinces prospects of your value like a satisfied client. Use that satisfaction to market to new clients.
2. Ask for a referral/follow-up work. So the project is over and you move on, right? Not unless you’re glad to see the back of that client. Why not suggest other projects or ask if they’re working on anything else you can help with? If not, maybe they know a company or client who could use your skills. Always be thinking one step, four steps beyond the current job.
3. Remind current clients what else you can do. You think they know that you go beyond magazine articles, but do they? In conversation, tell them. “I don’t know if you know, but I handle….” Have a chat that includes what your client’s doing these days and what you’re doing. I know I’ve had several contacts say “I didn’t realize you did all that.” Make it your goal to inform as many people as you can (without being an absolute bore about it).
4. Tell other clients what you just did for someone else. One of my favorite ways is to tell them (when they ask) what else I’m working on. I choose things that are different from what I just did for them. That’s resulted in several different referrals and projects.
5. Talk about your success — with moderation. No one likes a blowhard, especially on social media or in blog comments. It’s okay to say “Yay me!” once in a while. In fact, you should. How about a “Just finished a website rewrite — time for coffee!” A word of caution: if you spend the majority of your time on social media patting your own back, you’re going to bore the hell out of everyone who still follows you. You know those people who constantly send out blasts about their latest book (ten in a row) or won’t retweet anything that doesn’t point right back to them? Don’t be like that.
6. Use the success to build more. Get that project, that company, that experience in your portfolio and on your website as soon as you can. Build it into your script (you know, when someone asks you to describe what you do). Look at how that project can translate into other areas and maybe a different client base. Use what you’ve just mastered to increase projects of the same kind. And maybe consider how what you’ve done would translate into a conference presentation, if it applies. Think beyond “I did X for Y.” Think about how that can move you forward toward Z and a higher fee.
Writers, how did you use your successes to improve your career?
What one thing would you say worked best for you?
Lori, it's been my experience, in writing and in life, that I'm only stuck when I forget I have choice.
That's the smartest thing I've heard all day, Anne. Great insight!
Great post, Lori!
And Anne, I had to smile at Lori's comment to you above. Now, if only it'd been 11:16 *PM*… 😉
Seriously, good stuff. And #'s 2 & 3 just underscore that absolute truism of freelancing: It's always easier to get more work out of an exiting client than to land a new one. So, poke around their web site and see where there might be holes.
Could their web copy copy use some sprucing up? To give it more of a marketing spin, perhaps? Do they not have any case studies posted, but are in a business that would absolutely benefit from having them? But, by all means, ask them directly (assuming, of course, that they're happy with the work you did for them).
And I heartily second #3: Unless you've done a wide range of stuff for your clients, they'll tend to cubbyhole you in the category of the project you did for them. Proactively remind them of other project types you're able to execute. Perhaps even see if they'd be willing (assuming it's a local client) to sit down with you and have you show them some other work.
One freelancer I know (and her suggestion went into TWFW) puts a note (as a footer, of sorts) at the bottom of all her invoices, in essence, doing just that: Something to the effect of, "And keep me in mind if you need help with X, Y, Z, etc."
Good stuff!
PB
Peter, if it had been 11:16 PM, I'd have been posting in my sleep. 😉
Great advice on the footer! I hadn't considered that one, and it's an easy way to upsell.
You couldn't be more right about suggesting other project types. I'm working with a client now and then who thought I did just articles. I exercised #3, and they've hired me for other projects going on two years now.
Look at your network, and see whom you trust who has skills that complement yours. Then let your clients know you can provide a more complete solution. A long-time client asked me if I could do a video script for him. When I said yes, I also pointed out that my daughter recently started her own videography business and we could provide videography and editing services as well. Since this client has worked with me regularly for over 5 years, he trusted me … and thus I ended up as producer/writer in charge of the entire project even though I'd never done anything of that scope before. It was a blast. I'm about ready to contract for a second video project with the same client.