[ BACK TO ARTICLES ]
Looking for clients? Don't give up too soon!
by Steve Slaunwhite
When you’re just starting out as a freelance copywriter or business writer, or even if you’re an old pro, it can be frustrating looking for new clients. You make calls. You send letters. You schmooze at business meetings and conferences. Yet, nothing seems to happen fast enough.
My advice? Don’t give up too soon.
I recently received a call from a writer who was struggling to attract clients. He was on the verge of giving up.
“What have you done so far?” I asked.
“Well,” he said, “I got my website up. I sent out 100 postcards to promote it. And I wrote an article for [an online marketing magazine].”
“That’s great!” I said. “What else?”
There was a pause. Then he said sheepishly, “Well, that’s all I’ve done so far.”
Often, when you’re marketing your services, things don’t happen overnight. Even if you send out 1,000 postcards or cold call until your voice grows hoarse, it can take lots of time and lots of marketing activity before you begin to see results.
There are many reasons for this:
> A client may be interested in hiring you, but doesn’t have any work for you yet. It can take months before the opportunity arises to give you a call. For example, a couple of months ago I was hired by a marketing manager who received my information package five years ago. (He kept it that long!)
> You need to build up a level of familiarity and trust before many clients will hire you. They need to hear from you, read your articles, review your samples, see you at events, get to know you. All that takes time. And if you give up after just one or two contacts, they will never hire you.
> A client may be impressed with your services, but they’re using another writer. Don’t walk away. Your turn might come. (I often ask clients like these if I can be number two. Many appreciate having a backup writer.)
> It takes more marketing activity than a lot of writers think to attract clients. One very successful copywriter once told me that she makes an average of 100 cold calls – to a well-researched list of prospects – before she nails a new client.
> It can take a while to create what I call “marketing momentum”. If you start doing a lot of things to promote your services, after a while that has a snowball effect and you start to really get results. But if you give up too early, the snowball crumbles.
It takes a lot of time and hard work to attract new clients. Don’t let anyone tell you different. There are no shortcuts. No magic bullets. You just have to keep at it, and keep improving what you’re doing. Never stop.
When I hung my shingle as a freelance copywriter many years ago, I got my first client fairly quickly. I was lucky. But it took six frustrating months before I got my second client! Yes, it was discouraging, more often than I care to admit. But if I had given up too soon, I wouldn’t be writing you this article today.
Trust me. There are clients out there who need your writing services. Don’t give up. You’ll find them.
[ BACK TO ARTICLES ]
|
and get the Copywriter's Success Kit — also free!
Your email will be used only to send the newsletter. You may unsubscribe anytime.
 "Steve is always number one in my book. A real copywriting expert."
· Bob Bly
 "Just wanted to let you know how much I appreciate the information you share. You've been so generous with your knowledge and I love that your tips are concrete and can be immediately put to use. I get several writing-related newsletters and yours is the most relevant to my business and the one I most look forward to receiving."
· Bonnie Ayers Namkung
 "You've inspired me as a copywriter. Just wanted to say thanks."
· Grant Pasay
 "Already a successful copywriter, my goal was to take my business to the next level. Steve Slaunwhite gave me the tips, secrets and inspiration I need to get there. I highly recommend his coaching..."
· Casey Demchak
|
