“I liked it a lot. It looks like you have been with this company for years.”
That’s feedback that a writer friend received from a new client. One two-hour job that was written in the company’s voice to the audience they’d stated. Know what that does? That small job netted my writer friend some serious awesomeness points with that client. Immediately, they began talking about multiple, bigger projects.
That’s where plenty of freelancers are falling short, too. They write for an audience of one. Unfortunately, the audience in many cases isn’t the client. It’s the writer.
So how do you get a client to respond like that to your first draft for them?
[bctt tweet=”To win more #freelance projects, become your client’s mirror.” username=”LoriWidmer”]
By that I mean stop thinking about how you’re going to do it and listen to how they want you to do it.
Really listen. I mean pay the hell attention, okay?
In my friend’s case, the client had given specific, bulleted points they wanted to make and had provided information that they said they wanted to see quoted or at least used in some way. My friend listened. They received exactly what they wanted. Moreover, my friend had researched the company to the point where their voice was already in her head. She mirrored their voice and obviously did a great job of it.
So how do you do that when the client is new to you and hasn’t given you enough info?
Ask.
My worst-case scenario happened when I worked with a client that had a horrible website that explained all about how long they’ve been around but absolutely zilch about why it mattered to anyone besides them. What do you do when the client has nothing to go on?
I asked one question, but I asked it of everyone involved in the organization: What do you get out of being part of this organization?
The answers became their new website. They just needed help articulating why they felt their organization was great. Your client could be just like that — they know they’re providing value, but damn if they can put that into words other than “Well we’ve been doing this for thirty years!”
Some questions that can help you get to the right answers:
- Who do you think your buyer is?
- Why are they buying from you? What do you give them that others can’t?
- What additional products/services do you provide that makes you unique?
- How would you describe your most successful moment?
- Where are you weakest? (This could be marketing, sales, messaging, all of the above)
- What excites you about your product/service/company/approach?
- What message do you hope to get across to those who read this?
Read their website and contributed articles.
Unlike my previously mentioned client, most clients put everything you need to know about them on their websites. Read each page, blog post, article link. Learn what they’re talking about, what the focus tends to be, who they’re talking to, and why it matters to that audience and that particular client. If they don’t have a good website, refer to my last suggestion. Then recommend that they let you write that new website content.
Write like your client.
You know what they want, and you know how they present things. If they’re completely happy with their image (hint: they are), deliver a result that mirrors their voice, their focus, and their audience needs.
It’s not hard to be that freelance writer who delivers exceptional results. Sure, it takes some time to study the client and understand who they are and what makes them tick. But the payoff for that work can be huge.
Writers, how have you impressed your clients and garnered more work?
2 responses to “1 Freelance Move That Nets More Work”
Matching the voice and tone of each client is crucial. I pay attention to the tiny details: Do they use “says” or “said” after quotes? Do the use the Oxford comma? How long/short are their sentences and paragraphs? How, if at all, do they use humor? After first mention, are people referred to by their last name, first name—and are titles included is subsequent mentions? (A couple clients have insisted on using Ms., Mr., or Dr. followed by the last name.)
I have two clients that cover the same territory in different ways. One prefers a newsier approach with a professional voice, id fine with Oxford commas, and puts show/movie/book/magazine titles within quotation marks (which creates a lot of punctuation headaches). The other wants a lighter, conversational tone, italicizes titles, and avoids Oxford commas because every little character space adds up.
Those details might seem small, but they add up.
That is so important, Paula. They notice those details and knowing them sure makes a good impression. Thank you for the reminder!