How to Flourish as a Writer by Prospecting for Repeat Business
Hi, it’s Gordon Graham, back with you for Day 4 of The Writer’s Life.
This week I’m sharing some tips on how to land clients in the booming world of B2B content marketing.
So far I’ve covered why you should focus, pursue prospects that use your preferred content, and get on the list of writers your prospect calls.
Today I’d like to cover something that makes a huge difference to any copywriter’s income.
Something that could spell the difference between thriving as a busy copywriter and living hand-to-mouth, constantly scratching for work.
That something is repeat business.
Everyone knows it’s easier to get an order from an existing customer than to find a new customer. An existing customer already knows, likes, and trusts you. They can just pick up the phone and ask you to write another piece of content.
And you already know them, their products or services, and their house style, so there’s no learning curve.
Repeat business is like manna from heaven. It arrives in your Inbox with no effort from you. It can come from the same company, or from your contacts who move on to other companies.
That’s why any writer prospecting for B2B clients should look for a client who can offer repeat business.
One approach is to focus on the four types of content that naturally recur: blog posts, case studies, e-newsletters, and press releases.
Blog posts: Most B2B marketing execs want two or three new posts every week. But who’s going to write them? If you like doing blogs, offer to develop regular posts for a sweet annual contract. Everybody wins: Your client gets her blog under control, and you get a steady stream of repeat business.
Case studies: I’m seldom asked to write just one case study. More often, a client wants a pack of four, six or 12. If you write case studies, look for medium-sized companies, or those with multiple divisions using these documents.
One client can hire you for dozens of case studies. I wrote close to 40 for Intuit, until I got tired of interviewing accountants. And I’ve written 16 for Google, and counting.
E-newsletters: By definition, a newsletter appears on schedule, once or twice a month, or at least every quarter. And most B2B e-newsletters are prepared on an annual contract. Presto! One deal turns into 12 pieces of business, or more.
Press releases: These may not be glamorous, but most B2B companies still use them. They can be assigned singly or in packs, when a writer builds a press kit out of half a dozen releases. And at $250 to $500 a pop, those fees add up.
Most B2B companies need an ongoing stream of these four types of content. And that’s where you come in.
By snagging a regular blog, or half a dozen case studies, you can focus on writing … and forget about pitching new business for a while.
Share your comments here.
And tomorrow, I’ll wrap up this series with some final tips on how to keep a B2B client happy and get lots of repeat business.
Crash Course in B2B Content
Dive into the lucrative world of B2B content writing. Expert Gordon Graham will show you the top 12 content types in high demand by B2B firms and how to complete each one like a pro. Learn More »
Just wondering what types of case studies you are referring to in The Writer's Life newsletter article?
Thank you Carol
Guest (Carol Garvin) – January 22, 2015 at 1:50 pm
Gordon, you mention making an "offer to develop regular posts" for a potential client which could result in a long term assignment. What is a typical fee to ask for ongoing blog entries of this nature? I'm enjoying your daily writings. Thanks.
Guest (ST) – January 22, 2015 at 7:18 pm
Gordon, as a new copywriter, I really value getting your email! Always relevant and instantly helpful! Thank you so much!
Brendon Kelly – January 23, 2015 at 6:26 pm
Hi Carol:
B2B case studies are also called "customer stories" or "success stories." They're usually 2-page PDFs of 800 to 1,200 words that describe a real-world customer's happy experience using some product or service. They have many quotes from the customer but not many product details. The goal is to reassure the reader that another company much like theirs had a good experience when they picked a certain vendor. You can charge $1,000 to $1,500 for writing one.
Does that answer?
Gordon Graham – January 27, 2015 at 10:26 am
Hello Guest (ST):
The going rate per blog post is $250 to $500. But many writers work on an annual contract to create 1, 2 or more posts a week.
Most clients would look for a discount to sign up a writer for a long term. So they would likely start negotiating at the low end of the scale.
The more expertise a copywriter has, the more they can charge. Or perhaps a writer has another credential like being a CPA, a chiropractor or a veterinarian which gives them extra clout.
And who is hungrier: the writer or the client? It's always a negotiation. One warning: Don't sell too much of your time for too little $, just for the security of an annual contract.
Gordon Graham – January 27, 2015 at 10:35 am