I’m sitting here in an unusual situation — I’m between projects. So what am I doing about it?
Nothing. For the moment, anyway. I have three projects for this month that are in what I call “wait mode.” One can’t be completed without further input, due next week. The other two can’t be started until conference calls happen. Again, happening next week.
So I wait.
I could market, but I have quite a bit of ongoing work happening, and I’m inclined toward waiting on that, as well. Why? Because I know my limits — I cannot take on one more project. Those three that are in wait mode? They’re all due at the same time. Two are the same medium-sized project, which requires a bit of time per project. One is actually four projects rolled into one. Imagine if I threw one more project onto that pile. I could find filler work that adds a bit more money to the coffers, but I can also take a much-needed break from what’s been an intense summer of work.
It hasn’t always been like that. No, far from it. There have been times when nearly every client has disappeared — one time in particular that stands out. I had four clients, I was doing great, and I made the mistake of relaxing the marketing.
Two clients disappeared within four days.
I went into panic mode, then into “make it work” mode. I patched together a semblance of earnings that month and managed to find one client to replace the two that had departed. That one client paid a little more, so I was able to recoup a little more than half of the lost earnings.
We’ve all been there –some of us more than others. Work dries up, client needs change, or contacts move on to other jobs and don’t need freelance writing help anymore.
Time to find work.
The thing is, if you market every day consistently, you’ll have a much easier time finding work when the regulars drop out of your orbit. Yes, I know the irony of me telling you that since I’m not actively marketing much these days. But I’m at a point and in an industry where once name recognition and a solid background is established, things become easier.
Maybe it’s because there’s a bigger base of clients once you’ve made all those contacts and networked like mad. Guess what? That’s exactly what’s going to feed you in the lean times. It’s the stuff that you’re missing out on right this second.
Here is the work you’re leaving on the table right now:
- Past clients: When was the last time you checked in with that client who had a need a while ago? I can count about 22 former clients right now that I’ve not talked to in at least a year. How do you know they’re not needing something else if you don’t reach out? Have they considered a blog? Are they attending trade shows and need their marketing materials to be refreshed? Are they wanting to write articles for magazines, but don’t have time/talent to do so? Get back in touch. Ask how they’re doing, what they’re working on, how you might help.
- Potential clients: Right now, I know of three client prospects who contacted me this year who haven’t acted on those conversations. I know of two of them I’d like to work with someday. The game plan: reach out and check in. How are they? How is the project going that you’ve discussed? How can you help?
- Sort-of clients: They’re kind of your clients because they’ve worked with you once and promised more work, but the promised work isn’t showing up. They’re either disorganized, really busy, or forgetful. Another chance for you to reach out and offer some help.
- Network contacts: Those warm leads — the ones who responded positively — are the ones to follow up with right now. How are they getting on? What can you do to make it easier for them to hire you?
- Current clients: You know you’ve been itching to tell that existing client about an idea that would improve their communications. Why not now? Propose ghostwritten articles, blog posts, or customer case studies. Or maybe their website is in need of a refresh.
- Magazines: I love magazine writing, but I don’t make time often enough to generate ideas and send them off. With free time, I’m thinking today might be a good day for ideas and pitches. What article pitches could you send out right now to your favorite editor?
Writers, how have you worked through a loss of a client or a slow spell?
I try to send out LOIs a few times a week. Just so people get to know me and what I do.
I follow up on past clients once every quarter, or on LOIs where the response was “Not now, but maybe in the future.”
I haven’t been pitching enough to magazines, but I intend to fix that this month!
I’m guilty of the same, Devon. I really do need to keep reaching out if only to make acquaintances.
I like that you follow up every quarter. My own follow up has been a bit more sporadic, so I think I’ll adopt your method.
I’d say most of my new clients come because I’ve sent steady follow-ups over a period of time, and they’re now familiar with my name. Cold direct mail (or email) gets about a 1-3% response, but the quarterly follow ups can garner as much as a 25% response.
And mailed post cards get a higher response than emails.
Which I thought was interesting.
Devon, great comment on the importance of follow up! It seems the real purpose of any first cold e-mail is not to get a job but to scout. Particularly, to find out the name of a contact person for further follow-up.