What’s on the iPod: Don’t by Ed Sheeran
Since I’ve been talking to a good many client prospects lately, I’m realizing that there are some pretty big obstacles we writers have to overcome. Just having a client interested doesn’t guarantee it’s going anywhere, as most of you know. Some writing clients get so close and then….just fade away or halt abruptly any communications.
Frustrating.
There could be any number of reasons why a client decides not to hire a freelance writer; the budget disappeared, the project was dropped, they hired someone full time, etc. Still, we writers aren’t powerless when it comes to forging those new client relationships. Sometimes, it’s that they’re nervous. They’ve never worked with a freelance writer before. They don’t know what to expect, nor how to proceed. That’s where you come in.
It’s about making it easy for them to hire you.
Here are a few things you can do to help clients overcome their initial trepidation and say yes to hiring you:
Make it transparent. What’s your process when working with writing clients? Spell it out for them. What do you provide exactly? Where do they come in? What can they expect in terms of time, involvement, delivery, revisions, etc? There are plenty of questions. Remove as many as you can. Some of the questions you’ve heard a million times, like “How do we get this published and do you help with that?” Answer them before they’re asked.
Put it in writing. I’ve gone so far as to write an informal how-to-work-with-a-writer guide so that clients understand what to expect and what’s expected of them. The more you empower your potential clients in your writing process, the easier it will be for them to drop the reservations and say yes.
Have a real conversation. Drop the salesy bullshit, okay? Just talk to them like you’re explaining what you do to your friend or your mother. Recently, I talked with a client about what’s included in my price for articles. The facts were all there, but I adopted the tone of someone who wants to help them understand and will guide them through it. Why? Because that’s not a bad way to conduct business, and it humanizes you. Right now, you’re a name on a website, in an email, on a letterhead or business card. Show them you’re a real person.
Suggest a starter project. Sometimes, long-term commitment is just too much for a new client. So why not suggest they “try you out” on a smaller project or a proofreading project? If they’re not feeling the weight of a heavy financial commitment, you’ll have the chance to form that trust relationship.
Be a resource. You may not want to take on getting your client’s book published, but you can provide them with the contact information of agents, publicists, publishing houses, etc. Answer questions when you can, and help them locate the information if you can’t. Clients are more likely to commit to the project if they know they’re not stuck wondering what to do next after you finish writing.
Writers, how do you remove client reservations? Any examples?
18 responses to “Marketing Monday: Removing Client Reservations”
I think options is a biggie for many clients or prospects. On a SlideShare presentation for choosing the right business writer, I call it dipping your toe in. Like you suggest, Lori, start small.
Without compromising your fee, there are plenty of ways to be flexible that still work for you.
For example, one client of mine sticks religiously to the same budget for ghostwritten blog posts. They have an annual max. As I raised my fee since starting, I simply adjusted the number of posts I do for them. This year has five fewer than the prior year. They still get posts monthly and stick to their budget. I receive my current compensation.
Morning.
Good info, as always. I have a somewhat different problem. A new client that's giving me pause.
Startup lending company that wants to populate its website with consumer content. Fine. Can do.
But it's making all of its vendors sign a 17-page master services agreement. I've negotiated many of the utterly inappropriate provisions out–like the one requiring me to have workers comp, liability insurance, and other insurance coverage.
But they won't budget on, get this, their right to audit me financially and their right to drug test me. Seriously?
I'm an independent contractor! You can't exert that level of control over me and still call me an IC!
One more that bothers me–I'm required to follow the Do-Not-Call Registry and CAN-Spam Act. Well, I don't have to by law, and as a person calling to arrange interviews with sources, that's just a dumb restriction. I told them that, but no bending.
Am I wrong, or would these be dealbreakers for you, too?
I'm at a loss. The editor's a nice guy, and he got some of these stricken. But the remaining ones are insane to me… Or am I insane?
Sounds like a perfect plan, Cathy. The amount is different, as is the number of posts. If they're fine with it, why not?
Gabriella, I don't think you're insane at all. That's the most bizarre agreement I've ever heard! You've done several things right, including getting rid of that stupid insurance clause, which I've never signed on for, either. And the things you're saying no to are exactly what I'd say no to, what any sane person would say no to. Drug testing? For someone who doesn't work for you? That's an invasion of privacy and none of their freaking business.
I have done two small $100 sample projects for potential clients this summer during my big marketing push – not something I'd ordinarily do. But one had never used a freelancer before, and the other had just had an unsatisfactory experience with one. I wanted to remove all risk for them. (So far, no word back yet if it's turned into work.) And for another potential client who wanted a ghostwriter, I took the initiative and rewrote the first 3 pages when I submitted my proposal. I want my clients to feel as comfortable as possible with me, and this was an easy way to do it.
Gabriella, those would sure be deal breakers for me, even if I were desperate for work. I had a web designer want to subcontract some work to me once … but his contract had a "non compete" clause in it that stipulated I could not do subcontract work for any other web designer anywhere. Needless to say, I did not work with him.
Eileen, that's a good way to get their attention! I like it.
I agree with you that a non-compete clause with such broad terms is too limiting and way too unrealistic.
Thanks, Eileen. Totally agree on the noncompete, too. Silly. And unenforceable, too!
That's a ridiculous contract, Gabriella. My first reaction would have been to say, "Um, I think you accidentally sent me the employment contract for your full-time staffers," and then maybe attach your own freelance contract.
If they don't budge, you're probably better off without them.
Paula, I think Gabriella can do one more thing. Write back and say "I'm glad to be part of the company! When do my health benefits and 401(k) kick in?"
They need to be sent a clear message — they're trying to control way too much.
I know, Lori! I'm trying actually writing the email right now expressing my discomfort, and I'm politely saying, in so many words, "Dude, the IRS uses the 'control' test to determine whether someone's an employee. Can't believe your legal team thinks it's wise to include these controlling provisions in an agreement with an IC." Sheesh!
How did you do with the note, Gabriella? I think I might say "I have to pass on this, and I think you need to reconsider requirements that so closely resemble an employer/employee relationship."
Their legal team, which I'm not thinking much of at the moment, ought to take notice of that.
I really liked the guy, and I really appreciated his efforts to get this as far as he did. So I thanked him personally, and then I even gave this blog community a shout-out. Here's what I said…
"I really do appreciate your efforts to make this agreement more compatible with an independent contractor/company relationship, and you’ve made great strides.
However, I’m still uncomfortable with the remaining provisions—the audit, zero tolerance, and DNC/Can-SPAM provisions. My primary objection is that the IRS uses the “control” test to determine whether a worker is an employee or independent contractor. The more control the company exerts over a worker, the more likely that person is to be considered an employee. I’m actually surprised the legal team thinks these provisions are wise to include in an agreement with independent contractors.
Anyway, I didn’t want to be too stubborn or unreasonable, so I ran this by a personal friend who’s been a successful writer for about 15 years. I also posted a request for input on a freelance writer’s blog I read each day. We’ve developed a nice, small community of people who write for a living (not as a hobby) and who share ideas/advice on the business of writing. Anyway, to a person, they all said those provisions would also be unacceptable to them.
If you think it would make a difference, I’m happy to send you a contract from another client or two (with their info redacted) that’s better suited to an independent contractor/company situation for your legal team to use as a baseline. Just let me know."
He said thanks and did ask for agreements, and I sent him two.
At least we've been professional.
Super handling of a tough situation, Gabriella. I'm sorry it's a no-go at this point, but who knows? You may have opened their eyes to a real risk they're exposing themselves to. If it were me, I'd be thanking you.
I think Gabriella just proved how extremely valuable she can be to that company as an independent contractor!
I love your idea of a how-to-work-with-a-writer guide. Do you post that on your website or do you provide it when prospects contact you?
Hear hear, Paula!
Jenn, I had it on my site at one point, but I just give it out to new clients when I feel it's going to help.
Thanks, Lori and Paula. I try not to burn bridges.
We've talked about this before. I've had potential clients walk away and then come back later asking to work with me, after all.
I have a feeling this guy will find too many writers will object, and he'll be back, too.
Maybe I'm wrong. Still, at least this way I have no regrets.
Great way to approach it, Gabriella. I can tell the whole situation has you exhausted and probably frustrated. Good for you for remaining cool throughout it all.