When she showed up on this blog and on others a number of years back, Ashley Festa showed great promise. Here was a bright, energetic writer who was asking the smart questions. She was new to everything — freelance writing, post-college life, careers and such. She was confused, but she asked questions that showed she’d done some homework.
Hard to believe it was just a few short years ago that this successful freelance writer started. She’s now turning work away, and she’s growing a fantastic business. Ashley, that’s all you. You put the work into it. You may have gotten answers here and there, but anyone can do that. The real success comes when you do the work and amend the plan to fit.
That’s what Ashley is teaching us today — how to find those clients you want, not settle for the ones you have.
How I found my ideal client after years of writing for low pay
By Ashley Festa
Tons of credentials, but a floundering business.
That was me when I first became my own boss.
My entire background is writing—two English degrees and
full-time positions working at newspapers, a magazine, in public relations and
in marketing. I had a healthy portfolio from previous jobs to show to anyone
who might want an example of my work.
full-time positions working at newspapers, a magazine, in public relations and
in marketing. I had a healthy portfolio from previous jobs to show to anyone
who might want an example of my work.
Problem was, I didn’t know who would want to look at those
clips. My business was going nowhere because I had no idea where to start
looking for this so-called “ideal client” I was supposed to have. You know—the
one who paid well for projects I enjoyed doing.
clips. My business was going nowhere because I had no idea where to start
looking for this so-called “ideal client” I was supposed to have. You know—the
one who paid well for projects I enjoyed doing.
Where was that guy?
What happens when there’s no gold standard
I wanted to be a freelance writer any way I could. So when I
first started my business, I pursued the low-hanging fruit. And when I say
“low,” I mean fell-off-the-tree-and-rotting-on-the-ground low.
first started my business, I pursued the low-hanging fruit. And when I say
“low,” I mean fell-off-the-tree-and-rotting-on-the-ground low.
A freelancer friend recommended content mills. She said it
was quick, easy money. So I gave that a whirl.
was quick, easy money. So I gave that a whirl.
Not to sound conceited or anything, but I quickly realized I
was too good for that kind of work. (You are, too.)
was too good for that kind of work. (You are, too.)
I moved on to finding quality publications in my city. They
were small and didn’t pay much, but they were local, making me a natural fit. So
I developed a client base—but still hadn’t found my ideal client.
were small and didn’t pay much, but they were local, making me a natural fit. So
I developed a client base—but still hadn’t found my ideal client.
I knew I was stuck and needed to market myself to better
clients. Problem was, I had too many ideas bouncing around in my head about what
approach to take. I had read so much about what to do that I didn’t know what
to do. Analysis paralysis, as they say.
clients. Problem was, I had too many ideas bouncing around in my head about what
approach to take. I had read so much about what to do that I didn’t know what
to do. Analysis paralysis, as they say.
So I didn’t do anything.
For several years, I just took every project that came my
way. I was dissatisfied with my business and disappointed with myself. Something
had to change.
way. I was dissatisfied with my business and disappointed with myself. Something
had to change.
Instead of throwing a pity party (OK, after my pity party), I decided to buckle down and figure out who my
ideal client was supposed to be. I started by determining what I wanted from my
business and client relationships.
ideal client was supposed to be. I started by determining what I wanted from my
business and client relationships.
Ask the right questions
As I examined my own needs and plans for my business, my
client profile took shape. My questions were simple, but they demanded specific
answers. That’s what I want to share with you—so you can get on the right track
without wasting as much time as I did.
client profile took shape. My questions were simple, but they demanded specific
answers. That’s what I want to share with you—so you can get on the right track
without wasting as much time as I did.
Let’s get started.
What do you want to
write about?
write about?
Endless topics, endless possibilities. Start with what you
already know. Did you study engineering? Have you remodeled your home DIY
style? Do you crochet in your free time? Have you worked in retail for a
decade? Write down any expertise you bring to the table. Then cross off
everything you absolutely hate. Rank whatever is left in order from enjoyable
to tolerable.
already know. Did you study engineering? Have you remodeled your home DIY
style? Do you crochet in your free time? Have you worked in retail for a
decade? Write down any expertise you bring to the table. Then cross off
everything you absolutely hate. Rank whatever is left in order from enjoyable
to tolerable.
As for me, I found a common theme in my former full-time
jobs, and I evaluated my personal experiences and passions to determine the
topics I would enjoy writing about.
jobs, and I evaluated my personal experiences and passions to determine the
topics I would enjoy writing about.
What kind of projects
do you enjoy?
do you enjoy?
Determine what type of writing you want to do. Copywriting
or articles? Blog posts or brochures? Social media or trade publications? You
won’t have to pick just one type of writing, but for now, rank your favorites
to focus on first and scratch off the ones at the bottom of the list.
or articles? Blog posts or brochures? Social media or trade publications? You
won’t have to pick just one type of writing, but for now, rank your favorites
to focus on first and scratch off the ones at the bottom of the list.
Me? I love storytelling and persuasion. (Growing up, I
wanted to be a lawyer!) So I put feature articles and copywriting at the top of
my list. Social media was at the bottom—I can’t even keep up with my personal
accounts.
wanted to be a lawyer!) So I put feature articles and copywriting at the top of
my list. Social media was at the bottom—I can’t even keep up with my personal
accounts.
How do you like to work?
This question often gets overlooked when a new freelancer
tries to determine an ideal client, but the answer reveals so much about the
best places to look for work.
tries to determine an ideal client, but the answer reveals so much about the
best places to look for work.
Get specific for this one. For example:
- Do you enjoy conducting interviews?
- Does digging into research excite you?
- Do you mind working outside regular business
hours?
Be sure to compare these answers to your answers from above
because they need to be compatible. For example, if you don’t want to work
nights or weekends, a social media client isn’t ideal for you. If you don’t
enjoy doing interviews, reported articles won’t suit you.
because they need to be compatible. For example, if you don’t want to work
nights or weekends, a social media client isn’t ideal for you. If you don’t
enjoy doing interviews, reported articles won’t suit you.
My answer: Work exclusively from home, but a few hours at
night or on the weekend is no problem. I enjoy talking with people, and I’m
comfortable with interviews.
night or on the weekend is no problem. I enjoy talking with people, and I’m
comfortable with interviews.
All my answers so far pointed toward feature articles and
some copywriting projects as appropriate avenues for client work.
some copywriting projects as appropriate avenues for client work.
Who can pay you?
This is the million-dollar question. Budgets in any industry
can be all over the map, so you’ll need to target clients who are able (and
willing) to pay your rates. How do you know who that is? Start by considering
which industries pay well in the employer-employee world.
can be all over the map, so you’ll need to target clients who are able (and
willing) to pay your rates. How do you know who that is? Start by considering
which industries pay well in the employer-employee world.
Once you have a broad idea, start finding specific clients
to target. Try Manta.com for information on revenue data and other details
about a business. If you want to write for magazines, consider a membership to
MediaBistro to check out freelancer rates.
to target. Try Manta.com for information on revenue data and other details
about a business. If you want to write for magazines, consider a membership to
MediaBistro to check out freelancer rates.
Searching within my industry, I found that budgets ranged
from several thousand dollars per project to $18 per hour. I’m sure you can
guess which clients I decided to target.
from several thousand dollars per project to $18 per hour. I’m sure you can
guess which clients I decided to target.
Pitfalls to avoid
Before you ever approach a potential client, you must establish
your ideal rate. This can be a range, but have a rock bottom price in mind. Do
not accept agreements below this rate.
your ideal rate. This can be a range, but have a rock bottom price in mind. Do
not accept agreements below this rate.
Everyone feels excited at the possibility of landing a new
client, but successful writers don’t allow the exhilaration to cloud their
judgment.
client, but successful writers don’t allow the exhilaration to cloud their
judgment.
Saying no is especially hard when it comes to glamorous,
high-profile clients—someone who has a big name and uses it to dazzle you into
working for next to nothing (or
actually nothing).
high-profile clients—someone who has a big name and uses it to dazzle you into
working for next to nothing (or
actually nothing).
If you’re tempted to bid low just to land the gig, remind
yourself of this: “If they can’t afford my price, they’re not my client.”
yourself of this: “If they can’t afford my price, they’re not my client.”
Say it aloud right now. And get used to saying it.
That mantra has rescued me from several bad spots—situations
in which I would have lamented the loss of the gig or resented the crummy agreement.
Instead, I passed on low-paying projects and spent my time reaching out to
clients who matched my ideal client profile.
in which I would have lamented the loss of the gig or resented the crummy agreement.
Instead, I passed on low-paying projects and spent my time reaching out to
clients who matched my ideal client profile.
Refine your idea of ‘perfect’
Keep in mind that this is a beginner’s list of questions to
consider when determining your perfect client. You’ll want to re-evaluate when
you start landing some good clients.
consider when determining your perfect client. You’ll want to re-evaluate when
you start landing some good clients.
When I finally determined my ideal client, I filled my
schedule so full that I was turning projects away. So I asked myself a few more
questions about my lineup:
schedule so full that I was turning projects away. So I asked myself a few more
questions about my lineup:
- Is the client pleasant to work with?
- Do I enjoy the types of projects I’m doing?
- Am I happy with the rate?
- Am I satisfied with the payment arrangement?
Recently, one of my clients didn’t earn a five-star rating.
He was a pleasure to work with, offered regular, interesting assignments, and
paid promptly. But the rate was very low. I had been working for this editor
for four years, starting before I had created my client profile.
He was a pleasure to work with, offered regular, interesting assignments, and
paid promptly. But the rate was very low. I had been working for this editor
for four years, starting before I had created my client profile.
I needed to make room in my schedule for better paying projects.
So with sadness (and a little fear), I let the client go. But I quickly filled
that time in my schedule with a new client who paid FIVE times more for a
similar assignment.
So with sadness (and a little fear), I let the client go. But I quickly filled
that time in my schedule with a new client who paid FIVE times more for a
similar assignment.
So I hope you see the value in spending the time identifying
your ideal client. It pays—literally—to focus on quality.
your ideal client. It pays—literally—to focus on quality.
Ashley Festa is a higher education freelance writer based in
San Antonio, Texas. Visit her online at www.ashleyfesta.com.
San Antonio, Texas. Visit her online at www.ashleyfesta.com.
Great story, Ashley. So glad you found the confidence to ask for what you want. It makes such a difference to the way you feel about freelancing, doesn't it?
It's been fun to watch your journey, Ashley. Great example of knowing your worth and going after it. 🙂
Excellent!
Ashley, thank you again for such a great post! Wonderful advice here.
Now I see why I've always liked you so much, Ashley…we both love persuasive writing and once wanted to be lawyers. (Not sure about you, but I was intimidated by the sheer amount of case law lawyers need to know.) We both enjoy conducting interviews, too.
My favorite line from your post is, "…I pursued the low-hanging fruit. And when I say “low,” I mean fell-off-the-tree-and-rotting-on-the-ground low." That may be the best description of content mills I've ever heard.
You also taught me something new. I'd never thought to check financial info of potential clients on Manta. Great tip!
Thanks, Lori, for having me as part of Writers Worth Month. It's an honor!
And yes, Sharon, it makes a world of difference to know I'm providing a real service to my clients and getting paid well to do it.
Thanks, Cathy — I owe a lot of my success to advice you and everyone who visits this blog have given me over the years.
Paula — Wow, I'm glad I can offer something new to such an established writer as you!
Thanks for reading, everyone!
That's my favorite line too, Paula. 🙂
All of these tips are dead on! Loved the line about low-hanging fruit.
Isn't it a great line, Alina? And you're right — Ashley's points are dead on.