Freelancers and writers, did you have a chance to read through and try the strategies I mentioned in my last post? How are you finding it going? Ready for a little more?
Continuing the Freelance Marketing 101 theme, I thought it was best to talk about this bit at the outset. That is, how to establish a relationship and nurture it properly.
Yes, there is a right way and a wrong way to establish a relationship. Let’s look at these examples:
Freelancer #1 – Zach
Zach is trying to build a network of clients. He puts together a solid letter of introduction and emails it to the prospect list he’s built by researching clients. His letter:
Dear (Client):
I wanted to write to introduce myself. I’m a writer working in the business technology industry. I have worked with the trade magazines in the space and with corporate clients in putting together thought leadership articles, marketing pieces, blog articles, and more.
I noticed your company is focused on some of the same areas that I find myself writing in. What is interesting is your specialty focus on AI-based cybersecurity platforms. It has been intriguing to watch how the field has been transformed – for better and for worse – by such technological advancements.
I would enjoy a more in-depth conversation with you about that at some time. It would be great to hear more about what you’re seeing in the industry. And maybe there’s a chance that we might have a chance to work together at some point.
Thank you, (Client), for allowing me to introduce myself. I look forward to talking with you further.
Sincerely,
Zach
What did Zach do right? His note doesn’t sound like a sales pitch, does it? It invites the reader into the conversation (literally and through his conversational tone). He tells the client who he is, why he’s writing, and how they have a mutual interest. Did he sell? A little, but it’s buried in there pretty well. That may not be enough selling, but for now, Zach is focusing on one thing — establishing a relationship.
Now let’s look at another freelancer:
Freelancer #2 — Kevin
Kevin is looking for gigs. He wants money now. The car payment is due and he’s strapped for cash. His letter:
Dear (Client):
My name is Kevin and I’m a freelance writer. I’m wondering if you hire freelancers. If so, please consider me.
I’ve been freelancing for five years, and I’ve written blogs for a few clients, started a newsletter, and have written articles and listicles on technology (see my Top Ten Tech Gifts listicle). I see you have tech products. Do you need someone to write for your blog or handle your articles?
Please call me at your earliest convenience to discuss how I can help you.
Sincerely,
Kevin
Oh, Kevin. Where do we start?
Kevin needs money, but his letter of introduction shouldn’t imply that. Yet it does, doesn’t it? He goes from first date to engagement — “I’m a freelance writer. Hire me” is the message he leads with. He sells on first contact. And he sells badly.
His experience seems adequate, but we don’t really know, do we? He asks for a job but gives the client nothing to suggest that he can handle it. Listicles and blogs are not the same as client-facing articles and blog posts. While it’s okay to ask if the client might have a need somewhere, the way Kevin asks makes his request feel a bit desperate. At least to me it does.
“Please call me at your convenience.” Don’t wait by the phone, Kevin. Not only have you not shown the prospect why they should, you’ve made them do the heavy lifting. Instead, why not ask if they’d be interested in discussing their business with you further? Keep it on them, not on you.
The real difference in these two letters is that while Kevin marketed to the job, Zach marketed to the relationship. And that’s the key:
Market to the relationship.
That means that the focus is on what’s best for the client. You show them how they can benefit from collaborating with you. You talk about their needs. You take an interest in them as humans. Then when they hire you, you embrace their business like it’s your own. That means you look out for their interests.
It’s like when I was at the grocery store yesterday. Janet said hello. She said she was happy to see me. Asked how I was. I asked about her son. Then she rang up my grocery order. I’ll go back because of Janet. I might even pay more to get that kind of personal attention.
Be like Janet. Build that relationship.
Will you ever be hired by that prospect? Maybe, maybe not. But they’ll remember you. And they have a network, too. Every one person comes with hundreds of contacts. You’re extending your network, making a friend, and yes, it will eventually result in clients. The best kind of clients — the ones referred by or are the people who like you.
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