One of the coolest perks of running your own freelance-writing business is that you get to decide who you work with.
For instance, you could choose to work with companies in a specific industry offering certain services or products. When defining their clients, that’s about as detailed as most freelance writers get.
But you can make all sorts of choices when picking who you work with—far beyond industry and product type.
As an example, you could take on projects only with people who are easygoing and fun to work with. They take their business seriously and they’re professional, but they keep things light and fun… maybe cracking a few jokes during the kick-off call.
Knowing the kind of people you want to work with—not just the types of companies—can help you find more fulfillment in your work.
To get there, you need an ideal client definition. Without it, you won’t know where to look for your next client, how to recognize them when you do encounter them, or how to convert them.
Running a freelance business can become a source of misery, if you force yourself to work with any and all kinds of clients, including those who may not align with you or your vision.
So, let’s build your ideal client definition. Remember, YOU get to decide who you work with… and the reasons behind your definition are nobody’s business but your own.
Creating Your Ideal Client Definition
An ideal client is a good company where you get to work with good people on a good project and make good money.
So, we want to qualify the company, the project, the people we work with, and the budget.
Remember, there’s no right or wrong way to create your ideal client definition. Things that might matter more to you may not matter to the next freelance writer. So, consider all the characteristics mentioned below and do your best to arrive at your ideal client definition.
Qualify the Company
How much foundational work has your ideal client already done for their marketing? Do they know their value proposition, positioning, audience segments, why their customers buy, how their product differs from the competition, etc.?
Or, are they still learning the ropes and figuring out who they are?
What is their budget for content marketing, sales copy, or social media management? You can mention a budget range here that aligns with your rates.
How much revenue does your ideal client make annually? Have they recently received funding? If so, how much?
What are their payment terms? Are they okay with a partial upfront payment? Do they have a 30-day or 45-day payment policy, or do they pay immediately upon receipt of the invoice?
Does your ideal client make you sign clauses, such as a “non-compete”? Is their contract rigid or flexible? Does their legal language suit a freelancer?
How big is your ideal client company? The biggest companies usually have a lot of bureaucracy. On the other hand, startups often come with constant chaos and change, as they figure everything out.
What do they understand and believe about the types of writing services you offer? How do they think your work will support their goals?
What do they understand about working with freelance writers? Has your ideal client engaged with freelance writers before?
What do they worry about when it comes to their content marketing, email marketing, sales materials, or social media? Have they been burned by freelance writers before?
What do they desire about the services you offer, generally speaking? Are they jealous of what a competitor is doing? Are they investing in your type of services right now, and what’s driving that?
How many people are involved in the decision-making process, regarding offering you a writing project?
How many people are involved in the approval process for each piece of content you provide?
Qualify the Project
Does your ideal client provide clear expectations for a project? Or, are they looking for more guidance from you?
Do they provide you with the topics to write about for content, email, or social media? Or, do they want you to come up with their editorial calendar?
Does your ideal client provide you with background material, or do they lean on you to do in-depth research? Do they provide you with a brief? Are interviews involved? Who sets up the interviews with external SMEs?
Is there any extra work involved, like keyword suggestions for SEO, finding and adding images to the blog posts, designing work, etc.?
Will the project strengthen your portfolio? Will you be ghostwriting, so you can never mention it on your website/LinkedIn?
Is the project next-level for you? Or, is it more of the same? Depending on your experience level, you may prioritize more-of-the-same projects or next-level projects.
What are your ideal timelines for completing different types of projects? Is your ideal project one where there’s flexibility with timelines or a fixed deadline?
Is your ideal project ongoing or a one-off?
Qualify the People
What are the red flags for you, when choosing your clients? For instance, steep negotiation, like asking for a 50% discount, can be a red flag for certain freelance writers. So can demanding your availability around the clock, or baiting you with the promise of more work down the line.
Other red flags that signal a client isn’t a good fit include fearmongering (saying things like, “AI is already taking over, and there’s less work to go around”) or demeaning your skills (using diminishing language like, “This project just needs polishing… it’s not even that much work… it’s simple”).
Is your ideal client looking for help with a single project or hoping to build an ongoing relationship with you?
How does your ideal client react to your rates?
How excited are they about the next steps?
Are they late for calls or canceling at the last minute? Or, are they respectful of your time?
Do they want someone who simply follows their orders, or an expert who brings their own opinions and insights?
Are they transparent about their budget, or trying to get the most for the least amount of money?
Is your ideal client a vibe match for you? Meaning they’re funny, easy to work with, or calm. Or, does that not matter to you?
Remember, there are no wrong answers to those questions. The only thing that matters is what works for you.
Finding Clients That Fit Your Ideal Client Definition
When qualifying prospective clients:
- Record your discovery calls, so you can listen to them later and analyze the conversation, looking for specific signals about the people you’ll be working with.
- Study their LinkedIn company page and website to match company-specific information with your ideal client definition.
- Ask questions on discovery calls to figure out project-specific details to help you qualify the project.
- Scour sites like Crunchbase to find ideal clients in certain geographic locations and industries filtered by company size and funding received.
Evolving Your Ideal Client Definition
As your business grows and evolves, so will your ideal client definition. You’ll find new red flags in clients you want to avoid and note positive characteristics in projects, people, and companies you want to work with.
When you keep your Ideal Client Definition document evolving, you’ll become more intentional about the business you’re building… and that means it will fit you and your vision for the kind of work you want to do and who you want to do it with.
