What is the surest way to build a lucrative and rewarding freelance business? That’s easy. Get more repeat business and referrals!
That means your current clients are constantly assigning you work — as well as recommending you to others.
The benefits are enormous.
Repeat business and referrals means you can spend more time on billable work, and less time on prospecting. You can complete assignments faster, too, because you’re already familiar with your client’s products, services, markets, needs and preferences.
So how do you become a “referable” copywriter; someone that clients hire repeatedly and tell their colleagues about?
You’ll be surprised how simple it is.
1. Be on time.
I hate to say it — but many freelancers have a horrible reputation for meeting deadlines. And not just for assignments. They also miss phone meetings, are late for appointments, and get tardy in other areas, too. So you can actually gain a competitive advantage just by being on time!
Never miss deadlines. Show up for meetings as scheduled — especially phone meetings. Demonstrate your reliability continuously, and clients will rely on YOU to handle more freelance work.
2. Do what you say.
Did you tell the client that you’ll send a quote by 3:00 p.m. today? Were you asked to email a recommendation for a good printing company? Did you say your brochure copy and design will clearly explain the features and benefits of the new water-lubricating valve product?
Whatever you say you’ll do,
DO IT. Lots of freelancers make promises, but don’t keep them. To the client, this is frustrating.
Be the opposite. Be the freelancer who always follows through. Clients will reward your professionalism with more business.
3. Finish what you start.
This may seem obvious. Of course you’re going to finish the job. Otherwise, you won’t get paid!
But I recently got a call from a potential client whose freelancer quit partway through a major project. “She just stopped returning my calls,” the angry marketing manager said. Apparently, the job was more complex than the writer anticipated, so she bailed. Always finish what you start, no matter how tough the going gets.
4. Say “Please” and “Thank you”.
This is especially important when dealing with clients via email. For some reason, what seems funny or like friendly banter during a phone or face-to-face conversation can come across as terse or even rude in an email. The solution?
Be EXTRA polite.
This rule isn’t always easy to follow. What do you say when a client calls with fifteen things she doesn’t like about your latest design concepts? You say: “Thank you for the feedback.” Then get to work on the revisions.
There you have it. Simple rules. But, trust me, they work.
Do I follow these rules zealously? To be honest, no. I could do much better. And my goal this year is to do just that.
By the way, these four steps are based on the work of Dan Sullivan, an entrepreneur’s coach. Thanks Dan.
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Steve Slaunwhite is the creator of the Secrets To Strategic Copywriting course, which helps professionals master copywriting skills and build their portfolios.
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Thanks for these excellent reminders! I would suggest #5: follow up. After the project is done, ask if there is any additional work, and ask if they would like to give a testimonial. The only way to know the answers to these questions is if you ask.
~Kimberlee
I would offer a 6th suggestion. Be proactive, suggest new work and projects to your clients based on your understanding of their business. I do this all the time. I develop new ways they can develop more sales, profits, or value from work I can provide and then I essentially put together a proposal and go sell this idea to the client.
You would be surprised how many clients say to me “hey, that is a great idea!” and then I am off on another piece of billable work. It doesn’t always work, sometimes clients don’t have the extra funds or aren’t as enamored with your idea as you are, but even those cases they at least know you are still thinking and working for them by coming up with new profitable ideas.
Michael, I couldn’t agree more. I get a LOT of additional work from clients by making recommendations. In fact, my latest newsletter discusses this very topic.
In my freelance writing blog, I recently posted an entry with the following title: New Year is great time to generate ‘old’ business
If you have not heard from some of your past clients for a while, the New Year is a great time to email them and remind then that you are still out there – offering writing, training, web design or whatever services you offer on a freelance basis. It is also a great time to ask them to refer your name – either to others within their organization (if your client works for a large company) or to other businesses.
Unfortunately, previous clients are not always thinking about you or thinking about passing your name on to others. So I agree with those who says it’s part of your job, as a freelancer, to remind clients now and again of your existence and to let them know about other services you may provide.
Thanks for this blog it is really helpful for me as I am starting doing free lance as well I did some free lance and you are write I already faced these propblems please could you send me link to any of your or any one else blog which says how we start looking for client. I mean what is the best approach to advertise your work.
Thanks
Enjoyed the article, Steve. I’ve closed deals simply by returning phone calls promptly, responding to questions professionally, and submitting references when asked. Every interaction with a potential (or existing) client is an opportunity to showcase your character and competence.