You'll Have To Kiss a Few Frogs

Guillermo Rubio here — and this week we’re looking at how to get clients. I’ll show you what I’ve been doing and how you can use the same strategies in your own freelance business.

Today, we look at the very first thing you should do.

It’s something far too many copywriters (me included) fail to do when they first set out to get clients.

It’s deciding who your ideal client is.

If you’ve already picked a niche, you’re already partway there. Don’t worry if you haven’t though, because it’s not a prerequisite.

So, who is your ideal client?

Some things to consider …

  • What size marketing budget do they need to pay you what you’re worth?
  • Are they a smaller business, where you can work directly with the owner? Or are they large enough to have their own marketing department?
  • How big of a company are they? Do they do $5-10 million dollars a year in revenue? More? Less?
  • Are they a company that’s already using copy in their existing marketing efforts? Do they outsource to freelancers?
  • Is there potential for a long-term relationship? Do they use copy on an ongoing basis?

These are just some ideas to get you started. Also, the answers to these questions will be unique to you, your goals, and your personality. The idea is to form a picture of your ideal client and keep it in my mind when you search for new projects.

For example, maybe you love marketing and being creative. In that case, your ideal client might be a smaller company where you could take on more of a partner/consultant role, as opposed to acting only as a copywriter to a large company.

Or maybe you’re heavily into protecting the environment. A client who doesn’t have a good “green” track record might not be the best fit.

Since I’m now focusing on B2B writing, my ideal client sells products or services dealing with information technology (IT) or software. They have annual revenues of at least $5-10 million and are already using white papers, case studies, and more to generate leads.

Why did I pick these characteristics? Because I want clients who already know the value of a good copywriter. They don’t need to be convinced hiring a copywriter is a good idea for their content. After all, they’re already using the kinds of materials I could write for them. Plus, they’ve got the marketing budget allotted to get these kinds of projects completed.

One more thing — don’t worry about getting the answer to this question perfect at first. You’ll have to kiss a few frogs before you can gain more clarity and zero in on those ideal, “perfect fit” clients.

Just get moving. Once you’re taking action, you’ll get the feedback you need to adjust and make changes as you go.

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 »


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Published: January 29, 2013

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