No-Marketing Guide to Freelancing

Everyone has a sweet spot. It’s that place where the struggle is over, the work and clients come easily, and that working-hard mode you’ve been in for ages has shifted to the hardly working mode. And you’re actually better off.

Man, what a sweet spot that is.

But what a ton of work you put into it. Still, this is the dream, isn’t it? To not have to lift a finger and still have clients coming to you, and to be able to charge what you want because you’ve got the cred and the skills to do it. No marketing, no heavy negotiations, no chasing clients who give you a “maybe” and spotty communication.

Wait. No marketing?

That’s right. None.

[bctt tweet=”Want to get your #freelancewriting business to the no-marketing-needed phase? Start here.” username=”LoriWidmer”]

It’s what I’ve managed to do. I haven’t actively marketed in years. If you’re willing to put the work in upfront, you can manage it, too. Here are some things that worked for me, and they’re not what you’d expect:

Trust in your skills.

I had to give a price to a new client not long ago. I had a price in mind. I talked to a writer buddy. She suggested higher. I went higher. I sent the rate to the client. They hemmed and hawed a little, then accepted. That’s where you want to be — setting your rate at a point at which you can almost hear your prospective client gulp and see their eyes widen. But dammit, you have the background. You have the specialized knowledge or, if you’re a generalist, you have a damn good portfolio of happy clients. And you’re not a beginner, nor are you a writer who’s going to take the project and then drop them on their asses.  You’re a pro. You’re so much a pro that you price like one. That trust in yourself and your abilities — own that.

Always aim higher.

Higher up the client food chain, higher up the knowledge ladder, higher up the level of colleagues you have in your orbit. Hang around with writers of all levels, including those who are really successful. They’re your inspiration. Emulate their success. Team with them to share clients and gigs. I have one writer buddy who has funneled a few clients my way and I’ve done the same for her. If you are building your credentials and your networks right, sharing is not going to hurt you one iota. It hasn’t hurt me, and it hasn’t hurt her.

Impress the f*ck out of your clients.

(Forgive the following brag, please. It’s to make a point.) With my clients, I hear the same feedback when they’re introducing me on calls to their SMEs — “she’s awesome to work with” and “she gives us excellent content and fast turnaround.” Right there, my friend, is feedback that demands a better rate. If you’re impressing the f*ck out of your clients, you’re going to get these kinds of compliments. And you’re going to be raising your rates because honey, there’s value in delivering beyond expectations.

Play the part of the business owner.

You’re not “still freelancing” — you’re running a business, and a damn good one at that. They need you as much as you need them. Shift your thinking from “I need the work” to “Let’s see if we can work together.” Send out the vibe that tells them you’re not playing at this. You own your work and your reputation. Embody that in everything you say and do online.

Be the partner.

I’m repeating myself from previous posts, but I can’t stress this enough: If you simply show up to write, that’s all the attention and consideration you’ll ever get. Get it in your head that you aren’t there to convince them to hire you but to collaborate with them to get their project off the ground. They don’t need your sales pitch. They need your skills and your knowledge. Listen. Ask smart questions. Make even smarter, more thoughtful suggestions. Think two steps ahead. If you see the client heading in the wrong direction or ignoring something that could really benefit, bring it up. Put it in your head that it’s also your job to protect them and to make their project successful.

Be seen.

I’ll admit that my marketing attempts on LinkedIn were always spotty. But it never seemed to matter. I filled out my profile to nearly 100%. I showed up on popular forums and posted. I commented on the LinkedIn feeds. I shared. I had conversations when I connected to people. And damn if I didn’t get quite a few inquiries/clients just by being there. Magazine bylines, Twitter, posts on popular blogs and websites — the ones potential clients would see, not necessarily writer-facing ones — are all great ways to be seen. Wherever your potential clients hang out, be there. Be part of the conversation or at least be the one who helps them spread their message.

That’s how I’ve done it. Right now, as I’m trying to ease up on work, I’m turning clients away. That’s one sweet dilemma to have. And it’s one you can have too, no matter where you are in your freelancing business.

Writers, how have you managed to attract clients without direct marketing?
What percentage of your work comes from referrals? How did you get the referrals? Can you tap into that source repeatedly?