It’s February, which means it’s already started for me.
Marketing for the upcoming conference, that is.
Used to be I’d just blanket the conference lists with email letters of introduction (LOIs). Sure, I got plenty of work out of it. I also wasted a lot of time doing it.
From years of marketing to this particular group, I’ve learned a few things about what it takes to locate a solid client prospect.
Mind you, not all of this is foolproof (only a fool would think so). You may pass on marketing to someone who could well turn out to be a wealth of work for you. I nearly did that years ago with two clients that come to mind. One was a single-person entity, and I was pretty convinced he wouldn’t have money when he called me. Boy, was I wrong. I still get work from him on occasion, but he had a two-year need.
Another client started out with “What’s the price for…” conversation starters. I nearly passed thinking they were tire-kickers. The result: a three-year-and-running relationship. You never know.
But you can sure narrow it down.
[bctt tweet=” Can you find #freelancewriting clients in 3 simple steps? You bet.” username=”LoriWidmer”]
Here are a few methods I’ve used to improve on the type of clients I get:
Know your type.
That’s always seemed like an evasive strategy, but think of it in reverse. Example: I was once looking for a designer (still am). I was sitting at a dinner with a woman who’d just told me she was a designer. My gut reaction was to blurt out “I’m looking for a designer!” but I hesitated. Glad I did. She described some of the designs she’s most proud of, which include kittens and dogs and cartoon children. Not the right one for me.
That’s how it goes with your client prospects. Ask yourself what you need out of the relationship first, then go look for those clients. Start with a list like this:
- What kind of work do I love? Hate?
- Who may need that?
- Does their website or other materials suggest they’re willing to spend on communication? If not, is it worth pursuing to see if it’s something they might be interested in?
- What potential clients have similar attributes to your favorite clients right now?
Hang out where your clients hang out.
It’s why I attend one trade show. I don’t have to go to all of them. I go to one, and I make sure I get in front of a few new faces and touch base with other contacts. Don’t have a trade show you can or would like to attend? LinkedIn and Twitter are great places to mingle with would-be clients. Follow your favorites, then keep up with the conversations around them and their hashtags/groups.
Get their attention.
What I love about social media is that people will tell you exactly what interests them. But you have to be listening. Look at those LinkedIn threads — which ones are getting the most commentary? The same goes for magazine articles, retweets, and how often the same topic comes up. Now use that info in your next LOI or on your LinkedIn post. And make that LOI one that speaks to them, not to the masses. Form letters don’t appeal to you, so why would you use them on your client prospects? Personalize each note with something you’ve observed about their company, product, or commentary.
Writers, what is your process for finding out who your ideal client is?
How has that changed over the years?
What works best for you? What lessons did you learn?