Freelance Files: How You Appear to Clients

Thanks to a few recent interactions, I’ve come to realize that some freelance writers aren’t really presenting ourselves as freelancers.

In public-facing situations, there are some pretty major missteps that some freelancers are making that could be causing potential clients to look the other way.

Maybe you’re doing it too and don’t realize it. Let me illustrate:

Interaction #1

The invitation to connect on social media came into my in box. I read through the person’s profile. And I ignored the invitation.

It wasn’t that the person was so far off the mark — we are in the same industry. It’s that their profile presented something entirely different.

Here’s the profile (paraphrased and changed so as not to embarrass anyone):

Experienced marketing professional with a demonstrated background in the insurance industry. Skilled in communications, media management, corporate branding, and crisis communication. Strong media and communications professional.

That’s right — this business owner was presenting themselves as an employee. And it was that profile that told me we don’t really have anything in common. That person is still locked in employee mode while advertising they are a business owner. In fact, part of that profile, which included their new position as a startup founder, goes on to say they’re looking for a full-time job.

Cut and pasted right from the resume, I’d bet. I wonder if they even know they’re presenting themselves in that way? Or maybe they never read what they’d posted, which would tell anyone trying to hire them for whatever that they’re not paying attention to the details.

My suggestion: Look at all your social media profiles, your website … anything that’s customer-facing. What language are you using? Are you reciting your credentials resume-style, or are you infusing the “why it matters to my potential clients” in your language? Try to mimic the big players in your approach to attracting clients. For example, would you buy a television because the company marketing team wrote “Experienced marketing staff with over 32 years of combined expertise in driving sales for major television manufacturers”? Hell no. There’s no call to action, no “what’s in it for me?” attraction.

Don’t recite your background. Attract your clients.

Interaction #2

A meeting with a new contact was going well until they explained their business model. The business is one designed to introduce a lifestyle choice to people (dietary) who are exploring the idea or unfamiliar with it.

We want to appeal to everyone, but we’re really trying to steer everyone to our approach. Yes, we’ll be inclusive, but new people have to understand they need to conform to our model and our thinking or it just won’t work for us. So we’re thrilled to attract new people, but they have to promise to follow these rules first.

So you’re open, but your sign says “Need not apply”…. Only you don’t realize it. I suggested a few handouts for contacts: explain the reasoning behind the lifestyle choice, a quick Q&A piece on why this and not that, and a possible seminar to help people understand more. All ideas were embraced, but the business kept leading with the rules. Yes, rules in some cases are incredibly important. But when you wield them like weapons as people are approaching and asking questions, how is that helping your cause?

My suggestion: People who are interested in your business model, particularly if it involves a switch in lifestyle, are going to come to you with different life experiences. They’re also going to make mistakes. Instead of holding their feet to the flame at first introduction, why not help them transition from their current lifestyle to the one you’re promoting? Yes, you may adhere to serious restrictions, but does everyone have to? I myself am part of a group that avoids certain food ingredients. I still eat them, but I don’t make anything for my group that includes those things. In order to build good will with your community and those who are interested in the switch, isn’t it better to offer them a transitional plan or say “Ideally, you would not eat these things, but if you’re struggling, here are some recipes.”

Make yourself and your mission accessible on some level. Otherwise, you lose nearly everyone.

Non-direct Interaction (but just as important)

On Twitter, some writer tweeted “I reread my work and was blown away by my own talent.”

Not making that up.

What’s wrong with this picture? Isn’t it good to have a healthy ego? Isn’t it great to be proud of what you accomplish?

Sure. But isn’t it better to let your work speak for itself?

To me, that kind of self-appreciation translates into a massive problem. Suppose I’m the client who’s just hired this guy to rewrite my website. He hands me decent stuff, but I want to make changes because, while it’s good, it’s a little off from my company’s main focus.

How receptive is he going to be to my changes, I wonder?

In fact, I’m thinking I’d avoid hiring him altogether because he’s leading with a pretty large ego to post something so self-aggrandizing on social media.

My suggestion: Take extreme care when posting in public. Think far into how a client or potential client might react to your words. You’re a writer — you know the power of one word over another. How will what you’re about to say, justified or not, translate to the ear of someone looking for a writer?

Writers, what have you seen from other writer lately that leave you wondering about their intent?