Are you trying to make a living freelance writing, but you just can’t seem to get your business off the ground?
Are you having troubles finding clients — quality clients?
If you answered yes to either question, I’m going to bet the problem is your marketing.
But Lori! I market all the time! you may be saying. And yes, maybe you do market all the time.
But how are you marketing?
When I first started my freelance writing business, I was at a loss. How do I convince this potential client that I’m worth taking a risk on?
I listed all the reasons why that person or company should hire me. I knew how to write, I had worked with local newspapers, I was taking writing courses at the local community college …
Sounds like a perfectly logical list of why I was the person for the job, right?
And there’s the problem. I’d put the emphasis on me and not where it should be:
On the customer.
Instead of telling potential clients how I was going to benefit them, I was telling them how special I thought I was.
Ho hum.
Luckily, I was smart enough not to send that list to any potential clients. Instead, I did some research. Back then, it meant buying books and magazines, visiting the library, and learning how to approach potential clients. Thankfully, Writer’s Digest made it easy to learn how to write a query letter. I started there.
Maybe queries were your starting point, too. If so, you’ll recognize that sending a query to an editor is your first lesson on how to appeal to a client. Your query letter had to convince a total stranger to take a chance on you. So you didn’t go on about yourself, did you? Nope, you had to give them an idea. That idea had to appeal to them as your first reader. Editors are your audience because they know their audience best.
Branching out from queries isn’t that difficult. You do the same thing — keep the focus on the client and their needs, and keep the chatter about yourself to a minimum.
Imagine you received this note:
Hi Writer!
Let me introduce you to my new company, Powerful Life Changer. It’s a brand-new coaching service for writers, and I’m your new coach.
After spending 12 years in human resources management helping employees set their goals and achieve them, I decided it was time to bring my talents to others. I opened my coaching business last month, and I offer six-session consultations. My background in sociology and psychology make me an ideal coach to help you change your life powerfully!
Choose individual coaching or group sessions — but hurry. Space is filling up fast! Individual sessions start at $2,500 for six sessions. Group sessions start at $1,500 for six sessions.
Please contact me at your convenience to get started today.
Best,
Patty Perfect
So, what is Patty going to do for you? From what I can tell, Patty’s strengths lie in talking about herself. She offers courses, but what exactly will you gain from it? You’re about to plunk down serious cash for this person to help you, but is she qualified enough? Is she going to offer services you actually need? There’s no way to tell, is there?
Now imagine receiving this note:
Hi (your actual name here):
If you’ve been looking for a way to improve your business acumen, attract more clients, and earn more money, this email could be the one you’ve been waiting for.
My company, Powerful Life Changer, is a coaching service designed to help you boost your business results. Working together, I help you uncover hidden roadblocks and sticking points that could be holding you back from earning a better living. In six sessions, I’ll help you:
- Discover your business pain points
- Create an action plan for overcoming those obstacles
- Help you recognize self-sabotage
- Develop skills to build more confidence and business acumen
Group sessions are available and are limited to four participants. In group sessions, I will walk you through:
- Accountability exercises
- How to build and execute simple action plans
- Creative group discussion on how to overcome common business obstacles
Are you ready to improve your business and start earning more? Call today to schedule your individual session or to join a group session.
Sincerely,
Patty Perfect
I don’t know about you, but I know which Patty I’d rather work with.
What the second Patty did right was put the emphasis on you, the customer. She told you how you would benefit from hiring her.
That kind of focus is what you should be putting in front of your potential clients, too.
Writers, what were your early attempts at client marketing like?
How/where did you find the skills needed to attract clients?
What advice would you give to newer writers struggling to communicate their value to potential clients?
I wouldn’t even want to see what my first query letters, written while still in high school, looked like. But they were part of a creative writing class where we could earn extra credit for sending query letters or submitting poems to competitions, so I’m sure the teacher gave us some guidance.
Writer’s Digest and Writer’s Market were where I learned the ins and outs of sending queries, too.
I could still use advice on attracting new clients – I’ve learned how to sell an idea, but not how to sell my skills or services. In part, it’s because I’m not a natural-born sales person, but it’s also in large part to my own insecurities and shyness.
Paula, I think we’re all a bit nervous and insecure when approaching clients. We’re writers! Not salespeople! Why do we have to go through this agony??
I got some really good advice from my husband today — now that I’m sitting here with some idle time (very little, but some), maybe it’s my chance to reinvent what I want out of this business. So I’m chewing on that while trying to attract a few more clients (always trying to do that!).
I find it difficult to believe that you, The LOI Maven who taught me how to use one, has trouble with insecurity! That surprises me quite a bit because you certainly put forth an in-control persona!
And you know I’m shocked — I actually used more exclamation points in this post than I have all month. 😉
Smoke & mirrors, Lori. I’m extremely introverted and shy by nature, so I have to force myself to say hi to people. I started doing that in high school, while standing in a long line at a book signing . I remember thinking, “I bet they’re as bored as I am.” So I asked the person ahead of me something just to start a conversation – and it worked. Once I feel comfortable with people, I’m a chatterbox. But my initial sense is always, “This person has no interest in me or what I have to say.” For work it’s easier to get past that, since there is an obvious topic to discuss.
When I’m at a check-out, I might compliment the checker on his or her glasses, or ask what color of nail polish she has on…something general and about them. Just like we need to do with potential clients. This weekend I witnessed a friend telling a 20-something checker that she was out late the night before seeing her friend’s band play. My friend was trying to present herself as a
hip chick, but the checker could not have cared less. And why should she?
All that said, yesterday I sent an LOI to a marketing agency that is based in my neighborhood. The guy who runs it replied with the hour, saying he’s a journalist so he handles most of the writing – but he liked my clips and credentials and wants to stay in touch in case anything comes up that he might need an extra writer for.
See, your friend didn’t understand the first rule of attracting people — don’t talk about yourself. Talk to them about some aspect of themselves, such as nail polish or hair color or tattoos that are interesting (I’ve had long conversations with strangers over their tattoos, and I don’t have one nor want one — I like the art).
That’s great that you bring yourself out of your shyness that way.
One of the things I use in my LOIs which has been successful is how my experience working in theatre can translate into promoting their business. It’s sort of a mix of “me” and “them” since I’m usually an out-of-the-box choice. I find it works with companies whose mission I’m the most drawn to, and not with those I was on the fence about anyway.
That’s a great strategy, Devon! Super idea to promote that background in an interesting way.