Where Can You Find Your Next Client? The Answer Is Right Under Your Nose

I got a case of the "jitters" a couple of weeks ago. With only a few days of work in the queue, I had no idea where my next job was coming from. But then I started to notice what was right in front of me – and I instantly knew which companies to contact.

The next time you feel nervous about finding work, pay closer attention to the letters you get for business opportunities, fundraising, and health supplements. Spend some time meandering through websites for companies that are in your area of interest. Even check out billboards as you drive down the highway.

And while you're at it, take a look at the promotions you see at your travel agency, beauty salon, and auto-repair shop. Any non-franchise company will do.

Ask yourself if you could improve any of the business communications you come across:

  • Do any of them highlight features instead of benefits?
  • Is the language inappropriate for the intended audience?
  • Is the copy written to impress rather than to inform?
  • Are websites or billboards cluttered with too many features or words? (In his book, "Hey, Whipple, Squeeze This," Luke Sullivan suggests that a billboard should have no more than seven words.)

This simple exercise will do two things. First, it will boost your confidence as you discover that many businesses – from large companies down to "Mom-and-Pop" shops – don't have a grasp of the basic fundamentals of selling. And, second, it will give you plenty of good leads for your next assignment.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
No ratings yet
Published: October 28, 2003

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)