Even if you’re just starting out, it’s easier to land clients from a referral than it is to land them any other way.
When someone gives you a referral, they’re giving you their stamp of approval… and that creates a feeling of trust in the prospect. In my experience, when a potential client reaches out to me because of a referral, they aren’t really shopping around. They come into our first call planning to work with me. And unless something really isn’t a good fit, I’ve always landed the gig.
But how do you bring referrals your way… especially if you don’t have clients yet?
Let the People You Know, Know What You Do
If you’ve told friends and family you’re becoming a freelance writer, they may have only the vaguest sense of what you do. They might think you write articles for magazines or even fiction.
If you want to get referrals, you have to help other people understand what you do.
Start by getting clear on that yourself. Try the xyz formula: I do x for y to help them accomplish z.
For example:
“I write email marketing messages for local businesses to help them make more sales.”
Or “I write content and blog posts for health and fitness companies to help them get more traffic.”
Or “I do Site Audits for companies in the wine and beer industry to help them find ways to improve their websites.”
Once you have your xyz statement, start telling people you know — friends, family, former colleagues, people you volunteer with, and anyone else you can think of — what exactly you do.
Just this step alone can start sending referrals your way. Sometimes when you explain what you do, you’ll get an immediate, “We need that!” response that can turn into a project faster than you might have thought possible.
Ask for Introductions
After you let your connections know what you do, the next step is to ask for introductions. This doesn’t have to be a hard sell. You can simply say, “If you know anyone whose company is looking for help with what I do, I’d appreciate an introduction.”
But also, get in the habit of asking for introductions when the opportunity presents itself. If you’re in a conversation with someone, and they’re talking about a company that sounds like a good fit for you, ask if they’d be willing to introduce you to their connection. Again, this isn’t a hard sell. “That company sounds really interesting, and I’d love to connect with their marketing director. Would you be willing to introduce me to your contact?”
In my experience, most people will say yes. But, when you do get a no, accept it with grace.
And when you follow up on introductions, always be professional. Remember, you aren’t just representing yourself — you’re also representing the person who referred you.
Make Strategic Connections
Some professionals have the potential to be a wellspring of referrals. These are the professionals who work with the same sort of clients you do, but in a different way. Web designers and developers… print shops… social media managers… graphic designers… video production companies…
These are people who may get asked often by clients if they have a writer they can recommend.
Connect with these people, ask for referrals, send them referrals, and then do good work on any projects you land from them.
Do these three things and you can keep a steady stream of prospects coming your way. Even better, those prospects will be inclined to hire you, and that makes closing the project so much easier.
In Case You Missed It…
Are you looking for ways to get more done in less time with less stress? Who isn’t, right? Figuring out the tools and technology that can help you optimize your day is no small task. Jen Phillips April rounds up the best tools for writers that are easy to implement and really do save you time.
Have you ever wondered if you need insurance for your writing business? In her latest Reality Blog, Suzanna Fitzgerald explores writers insurance, including its cost and the pros and cons of having it. Check it out.
“Affinity marketing partnerships are like a perfect cup of coffee… there are endless variations, and the end result is greater than what any member of the partnership could achieve on their own.” That’s a quote from our latest featured article. Give it a read to see how these kinds of partnerships can be a game changer for your business.
Keep an Eye Out…
Our next Practice Assignment is open for submissions. But the deadline for the chance at a professional review is swiftly approaching. (It’s on October 7, so you have a week still to work on it.) You can find all the details here.
Next week is Bootcamp! I’ll be sharing my top takeaways at the end of each day, so keep an eye out for those rough-and-ready posts.
And next week, Zoe Blarowski shares a writing opportunity that has high demand, pays well, and involves short projects. Watch for her next PPC & Advertising column covering how to write video scripts for paid ads.
3 Things You Might Enjoy…
Do you have a client in a “boring” niche? Is creating engaging content a struggle for them? You might find these tips from the Search Engine Journal helpful.
This is a piece about wringing meaning from our experiences. I love that phrase… “wringing meaning”… and there are a lot of useful insights in the article.
Sprout Social digs into the ins and outs of the Creator Economy. If you’ve heard that term and want to know more about what it is, give this a read.
That’s all for now. Enjoy your weekend!
