We talk a lot about how to find and win over potential clients for our freelance writing life. What we don’t talk much about is probably more important —
How you might be losing that client before you even win them over.
But Lori! I sent out a letter of introduction! I told them all about myself!
That you may have done. But you didn’t win them over. And here’s why:
1. It’s nothing personal.
It’s really impersonal, in fact. An introduction to a new person should name the person, don’t you think? Yet so many freelancers send out these blanket LOIs without any regard for who might be receiving it. “Hi there” is not a substitute for “Hi, Terry” or “Dear Janice” salutations. If you use my name, you have my attention. Think about the last solicitation you received that didn’t address you. You deleted it, didn’t you? As well you should. That’s nothing but spam.
I’m not saying you have to reinvent your LOI every time you send it, but there are some key elements you can change that show you’ve done your homework:
- Name of the person you’re addressing
- Something you noticed from their website/articles/blog (shows you actually read up on them and aren’t just spamming them)
- Align your background with their potential needs
That’s not hard, and it takes less than five extra minutes to make a great impression.
[bctt tweet=”Where are you losing your potential #freelancewriting clients? It could be by doing one or more of these things.” username=”LoriWidmer”]
2. Just another face in the crowd.
Group pitches suck. If you’re introducing yourself to a potential client and you can’t be bothered to do so without tacking them on with 20 other recipients, don’t bother at all. Your LOI should be about establishing a one-on-one connection. Unless you’re drafting for a team sport (and you’re not), you have no business acting like you’re too busy to do it right.
3. Me, me, me.
That email you’re about to send that tells your potential client all about your background, your skills, your education … STOP. Don’t hit Send. Go over each sentence. As you do, think about how to rewrite it so that the focus is not on you, but on your client’s needs. Example: Changing “I have 20 years of experience in writing about motor sports” to “For 20 years, I have improved client messaging in the motor sports industry, helping them craft targeted thought leadership articles for leading industry publications.” Right there, you’ve told them how many years you’ve been doing this, but you’ve shown them how they might benefit from that experience.
4. Is there a point to all this?
Here’s something about your LOI that needs to be said — it’s probably too long. Knock on the door, introduce yourself briefly, welcome the connection and further conversation. Ask to connect on social media, and include your Twitter or LinkedIn info. You can still add the line from point #3, but keep it at just that. Everyone is tired of reading emails and having yet another person ask something of them. Give them an invitation for a connection and future networking, then wrap it up.
And one bonus mistake:
5. Desperate much?
The writer who begs for work, even if it’s a veiled begging, is the writer who will have to repeat that process much more often than is good for the psyche. Don’t beg. Don’t even hint that you need money, that you write on the side (the death knell for any writer wanting to make this full time), that you are always on the hunt for work, or that you think you’re perfect for their company. Only they can answer that last one, and the other moves are going to get you relegated to the Junk folder.
That goes for contacting anyone and everyone who views your LinkedIn profile. That reads both desperate and creepy. It’s okay to not say anything, really. Perhaps they’re browsing through and click on a link, then another and then another and somehow end up on your profile. That’s not a sale, nor should you treat it as a potential sale. Even if they are wanting a writer, chasing them won’t win the gig. They can reach out if they are interested. And they will. Resist the urge to hunt them down.
Writers, what do you put in your pitch letter? What has worked best for you?
What other alternatives to LOIs do you use?
2 responses to “How to Lose a Freelance Client Prospect in 4 Moves”
One thing everyone should do before sending a query, LOI, or any type of business message is stop and count how many times they’ve used I, me, or my (if they’re super pretentious, they probably misused “myself,” too). Using I/me/my once or twice is fine, but if there’s one in every sentence, or even every other sentence, you need to get over yourself and put the focus back on the client or potential client.
My LOIs have gotten shorter over time. One sentence or brief paragraph to say who I am, one to explain what I do and how that can benefit them, and finally an invitation to connect with them.
Occasionally they’ll run longer—like when I need to show how my experience in unrelated fields actually can apply to their needs.
Excellent test, Paula. Giving it the “who’s this really about?” scan is a great idea.
Funny how one realizes over time that a quick note is better than a lengthy one. Maybe it’s because we’re busy and need other people to get to the point, as well? LOL