What do you say to previous clients when you are trying to generate repeat business?
A lot depends on what you did for the client and what your relationship with him or her is like. Whatever you say or write, keep it short. For instance, you can remind clients of the work you did and let them know you are available to take on similar assignments. You can send an e-mail like the one below. This one is specific to my services, corporate writing and communications, but it is an excellent model to follow for any type of freelance service — graphic design, editing, videography, you name it.
Hi, Chris,
Three months ago, I wrote copy for a direct mail brochure for you. Thanks for sending me a completed PDF version for my portfolio. I am following up to see whether you require my writing services again. In addition to writing brochures, I also write copy for websites and articles for employee and customer newsletters.
If I can be of assistance, e-mail me or call me at __________.
Regards…
It’s that simple. However, what if you have added a new service to your portfolio of services, or have launched or redesigned your website? That can be the catalyst for your e-mail or call.
Hi, Chris,
Three months ago, I wrote the copy for a direct mail brochure for you. Thanks for sending me a completed version for my portfolio.
I am following up to let you know I now write and issue media releases for clients. If you need a copywriter or someone to write a media release, e-mail me or call me at ________.
Here’s another variation:
Hi, Chris,
Three months ago, I wrote the copy for a direct mail brochure for you. Thanks for sending me a completed version for my portfolio.
I am following up to let you know I have recently launched a website with samples of my copywriting, media releases and articles I have written for employee newsletters.
Feel free to drop by my website and look at some of my work. I would like to add the copy for your brochure to my online portfolio. Let me know if this is acceptable.
Also, if you need a copywriter again, e-mail me or call me at _________.
Notice that in that last e-mail, I am asking for permission to add the brochure copy I wrote to my website. You don’t have to ask for work to contact an old client. You come up with the reason for the contact.
One of my most effective messages is my vacation reminder. I send out my summer vacation and my Christmas holidays reminders four to six weeks before I shut down. I let clients know I am available for rush jobs before I leave for holidays and also look forward to working with them when I get back to work. The message has proven to be so effective that I only send it out now if I have time to take on new work before I shut down.
What if you have touched base twice, have not heard back and don’t want to bug the client? You are not bugging the client. You are marketing your services, which is what any business owner does! At the same time, do recognize the limits. If you send two or three reminders and get no reply –not even a “thank you for contacting me” – remove that client from your list for six months or so. Or alter your pitch – ask for a referral or testimonial – if that makes sense based on the work you did for the client.Focus initially on asking for repeat business.
After you have worked with a client on several jobs, ask for referrals and testimonials. Once I know have had a series of positive experiences with a client, I feel the client is more likely to trust me with referrals or will be more willing to put his or her name on a testimonial I can use on my website and include in my marketing material.
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Paul Lima is a freelance writer, copywriter, business writing instructor and media interview trainer. He is also the author of several books on business writing and the business of freelance writing. His latest book is How To Write A Non-Fiction Book in 60 Days – www.PaulLima.com/books
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Great article and excellent examples, Paul. The vacation reminder is effective for me too.
Great blog with great articles!
Ditto on the vacation reminder. Everyone should make a habit of doing this each year. In fact, right now I’m in the midst of letting clients know that I’ll be taking two weeks off in October (not for a vacation but to be at home when our second child is born, a girl this time! Yes, I’m excited!!)
Not only does the advance notice help clients think about sending work your way in a hurry, sometimes you’ll also get a sneak peek at projects waiting in the wings. For example, as a result of the notice I just sent out, some of my clients have given me a heads up on projects that are on deck for November when I return. It’s wonderful as a freelancer to know about, and be able to schedule for, projects in advance. Great tip, Paul!
Great tips! Another good one is to use a Project Questionnaire when first discussing a project with the client. Used properly, it can uncover future needs, which you can tuck away for after the current project is finished, then go back and tell the client you’re having a ’special’ on blog writing, or whatever they indicated they might want, and you thought they’d like to know about your limited offer, etc. At my company, we regularly make use of carefully crafted Project Questionnaires. Anyone with questions about how to do this can contact me for free advice.
Another good way to generate business is to sign up with LinkedIn, Plaxo, Zing, or another one of the social networks, because (among other reasons) some will send out birthday greetings to your clients on your behalf. You can create the e-card or greeting you’d like to send, then tuck a little ’special birthday pricing offer’. Generates good will AND good business.
I am very glad that Amy Derby included this post in her Hump Day Reading list. Great tips. Repeat business is the best kind. I have also used handwritten notes to keep my name in front of the client. I order customized note cards and keep them in stock. I may tuck an article of interest in the note, thank them for a referral, share a quote, or just let them know I’m thinking of them.
These are some great tips. Especially in today’s horrible economy, and even worse publishing environment, it’s much more business savvy to go after repeat business rather than trying to find new clients.