How to Get Clients to Chase You Down and Get Paid Lots of Money

I found my first non-profit client by actively pursuing them.

I picked up the phone and called them. High pressure, persuasive sales … :-)

They agreed to pay me $1,000 for a fundraising letter … but only ever paid me $500, because someone on the Board changed their mind about the project.

It was the last project I ever did for them.

Contrast that with other clients that have approached me, with little or no effort on my part.

My average initial fee for clients that chase me down is over $15,000, and they treat me with great respect.

Plus, I average 6++ projects with these kinds of clients.

Which do you prefer?

Chase clients and get paid little … or have them chase you down and get paid lots?

The answer is obvious. (I hope you said clients that chase you!!)

How do you do it?

As I said, the answer lies in using my simple three-step process to the fullest.

Step One: Market

Step Two: Message

and Step Three is … Match.

Once you know your market … and know how to get their attention … you need to get them to take action and actually hire you.

I call this action step “Match,” because you’re matching your services with their known demand.

Here’s how the Match part of all this works …

You know that old expression,

“You can lead a horse to water, but you can’t make it drink?”

That’s like saying, “You can pick the right niche, say all the right stuff, but you never know if they’ll hire you.”

And, I mostly agree, but what if we change the expression a little bit, like this …

“You can lead a horse to water, but you can’t make it drink … but you can salt the oats!”

In copywriting, “salting the oats” means you do and say things that make your potential clients really excited – almost desperate – to hire you.

In short, you become a recognized unique expert in your field.

Notice that I didn’t just say become an expert.

You need to be a unique expert.

Don’t let your niche compare apples to apples … make them compare apples to oranges … and if they want apples, you’re the only seller.

How do you become a unique expert like this?

The good news is I’m not talking about celebrity status. As a mentor of mine once said, “I’m famous among a very tiny group of people … but it pays very well.”

Yesterday, I asked you to consider experts you know and how you know they are experts.

You likely read an article by them in a trusted magazine … saw them on TV … had a friend tell you about them … or something similar.

You – yes YOU – can replicate similar steps and become a unique expert.

Once you know what your prospect is reading and watching and who they’re talking to, you simply position yourself to show up in those places and share a message that will activate the client’s RAS.

When they need a copywriter, you will be top on their mind.

Here are three steps you can take right now to become a unique expert …

First, discover your unique set of strengths.

I showed you how to do this earlier this week. If you haven’t done your “Peer Perspective” exercise, now’s a good time to go back and do it.

Everyone is blessed with unique gifts, talents, and resources. Yours are there. You need to discover them and talk about them. Tell your story!

Second, research events, publications, social media, and other information sources that are used in your niche.

Pick one you feel comfortable using.

For example, if your niche does live events and you like public speaking, choose events as a way to get your message out.

If your niche extensively uses social media and you’re a LinkedIn master, then pick social media.

Third, using RAS messaging we talked about yesterday, write a Query Letter.

A query letter is a simple letter that persuades an editor, event planner, celebrity, etc … to share your content with their audience.

Use this Query Letter template I’ve created (you can get it here, free of charge) to better understand the process and write a winning query letter.

The idea is very simple … when your target audience sees you on stage, reads your articles, or listens to your interviews, they’ll perceive you as an expert offering something they can’t get elsewhere.

They’ll be eager and excited to hire you and pay handsomely for the privilege. ;-)

So, there you have my simple, three-part system … Market, Message, Match.

But, to truly live the writer’s life and enjoy freedom of time and money, you need one more element in your system.

This last element allows you to increase your income year after year … even while you’re doing less writing (if you so choose).

What is this element?

I’ll explain it all tomorrow.

Before I go, I have a question for you … what is your niche?

I’d love to hear about why you picked this niche and what unique experience you bring to the table. You can share your thoughts with me here

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Published: September 17, 2015

10 Responses to “How to Get Clients to Chase you Down and Get Paid Lots of Money”

  1. Thank you for helping me find my niche. I am a transplant from the Philippines approx. 50 years ago. My life had been about finding ways to fit in, get along, & get ahead.

    After reading your article, I finally found my niche - helping people coming to America learn the keys to effective communication needed to build healthy relationships, a prelude to success & joy.

    I wrote a book about it. It's in Amazon bookstore, Emma Webb, author.

    Thank you Joshua and may you always prosper.

    Guest (Emma Webb)September 17, 2015 at 5:42 pm

  2. Hello Joshua, To tell you the truth: at this moment I do not know what my niche is?
    I do like Travel, but this does not give me good income, except getting frebies here and there.
    I do have a JOB and for now I just want to get extra money $50K a year than I would be more than happy.
    Any suggestions from you?
    Jennie Member of Barefoot Writer Club, ITWPA, PWA

    jennieSeptember 17, 2015 at 6:07 pm

  3. I'm an architectural visionary who's finally chosen writing as a support niche for three reasons: 1) Though a picture speaks a thousand words, it can STILL nevertheless speak -- like the aspiring drawing itself -- right over everybody's head; 2) Dyslexia's taken THIS long whence reparations can finally be held verbally accountable; and 3) Left to architectural critics, it's likely that my unique story will be unduly hijacked.

    Guest (Chris Morris)September 17, 2015 at 8:04 pm

  4. Great article, Joshua. My niche is B2B writing for products and services for the water industry--like water treatment equipment and engineering services.

    I chose that niche because I was a water utility director for many years, basically a client that bought those products and services. I love the industry and wanted to stay involved.

    Thanks for all your great advice.

    Donna KaluzniakSeptember 17, 2015 at 8:56 pm

  5. My niche is the musical instruments industry, and specifically acoustic guitars.

    I have identified a couple opportunities for guest blogging to get started, and feel my experience working for a guitar building company will be very helpful.

    I'm excited to get my web site up (it's a daunting process for me), and hope to have a client before the first of the year.

    Garth OsbornSeptember 18, 2015 at 8:28 am

  6. I have decided on the B2B niche. Right now, I am attempting to get some volunteer work for a number of non profit organizations. I thought that dealing in B2B I would be able to offer more insight as a consumer.

    Guest (Amy)September 18, 2015 at 1:38 pm

  7. my niche is writing about families, I love to see families stay together to share this unique gift call love.

    Guest (Elizabeth)September 19, 2015 at 10:34 am

  8. I am a 77 yo retired pediatrician confined to a wheelchair. Am I disadvantaged not to attend bootcamp? My chosen niche is Christian writing and I have just started your program. Memoirs (unpublished) include thoughts on abortion, attacks on religion, a letter directed to all teenage patients regarding right approach to life avoiding pitfalls preventing success in making positive contributions to society. What clients would be interested in a 77 yo guy? I welcome your thoughts and advice.

    Thomas WasserbauerSeptember 29, 2015 at 3:54 pm

  9. Fortunately for me I have several life passions which could morph into my niches. I love love love, camping, beer (almost as much) and dogs. Your words of encouragement are appreciated as I decide which route to go with AWAI. Thank you.

    Guest (Dearkeri)October 1, 2015 at 3:38 pm

  10. For years I wrote poetry for radio, then novels, plays (which I also directed and acted) and anything people needed that used words. I would love to write full time but is there a need for my skills?

    Guest (annette olivia keeble martens)November 22, 2015 at 11:07 am

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