Most of the freelance writers I meet don’t struggle with writing good copy and content.
They also don’t struggle with building good relationships with their clients.
These are two aspects of running a freelance writing business that many of us look forward to.
As writers, writing is something we enjoy and that comes naturally to us. And working with people can be fun… as long as you’re connected with good people.
Which brings us to what most of the writers I talk to say is the hard part… finding and landing clients. Once you actually have a client, everything goes swimmingly. It’s the getting the client that’s tough.
But what if you could get other people to do that part for you?
The good news is you can!
Now, you do have to land a client or two to make this happen, but if you’re strategic about the kind of client, then they can keep you lined up with work on all sorts of interesting projects in all sorts of different fields. And generally, they understand the value of what you do, and so they’ll pay you well, too.
Who are these magical clients that keep a variety of work flowing your way? I like to think of them as meta clients… clients who create more clients.
Let’s look at three of the most common meta clients, and then I’ll give you a couple of tips for connecting with them.
1. The Web Designer
Web design companies specialize in the design and development of websites. Websites need copy. Sometimes companies will come to these web design teams with copy in hand and ready to go… but a lot of times they don’t.
It can help a web design company to have a relationship with a copywriter who they can refer their clients to. And if you’re that writer, it means work will come your way, often without a ton of effort on your part.
2. The Agency
Whether it’s a marketing agency, an ad agency, or a content agency, these companies are in the business of helping other companies with their marketing efforts… and that includes the copy. When they get busy, they often turn to freelancers for help. If you can make the right connections and become a go-to freelancer for one of these agencies, they’ll do the marketing legwork and bring the projects to you.
Not a bad setup!
3. The Consultant
People consult with companies on all sorts of things. And a lot of the time, a consultant will lay out a plan of action and then it falls to the company to execute.
For example, I know a consultant who helps companies take a better approach to their case studies. But she doesn’t actually write the case studies. That would be a good person for a writer to connect with. If her clients ask her to refer them to someone to write the case studies, a writer in her network who understands her approach will likely get that introduction… and then all the work that follows.
So how do you connect with these kinds of meta clients and become one of their go-to writers?
First, get to know their work and who they serve. When the opportunity arises, send work their way. (There’s no better way to court referrals than to give referrals!)
Second, connect with key people at the web design firm, agency, or consultancy you’d like to work with and nurture your relationship with them. Reach out occasionally to share something interesting or to pay a compliment.
Finally, just ask! Often, it’s a huge relief for these companies to have a writer they can rely on. They won’t know that’s you unless you tell them so.
In Case You Missed It
You’ve probably noticed short, vertical videos taking social media by storm, including YouTube. YouTube shorts are now prominently featured in YouTube’s recommendations… which means your clients might be asking you about whether they should be making these types of videos and if you can help them. In her newest Social Media column, Bonnie Fanning explores if it makes sense for writers to offer YouTube shorts as one of their services and what you need to know about how you can help your clients with these quick videos.
And on the topic of YouTube, this is another platform where paid ads are a key feature… and that makes YouTube a potential place for your clients to reach their audience. In her latest PPC & Advertising column, Zoe Blarowski walks you through what you need to know about creating an effective paid ad script for YouTube.
When you see someone doing something similar to what you want to do — and succeeding at it — it just makes sense to pay attention when they talk. Which is exactly what Reality Blogger Jennifer Ayling did when Ben Settle recently hosted a live talk on X. In her most recent Reality Blog, Jennifer shares 10 worthwhile lessons she’s planning on applying to her new business venture… and that any writer can benefit from. Give it a read.
Mark Your Calendar
May 15: Our next Monthly Member Update is just around the corner. During this live event, I’ll be talking about how and why to turn at least some of your services into products. Plus we’ll cover some of the great new content that’s been added to Digital Copywriter, we’ll talk about what’s coming up, and we’ll wrap up with a live Q&A. I hope you’ll join me!
3 Things I Thought You Might Enjoy
Do you struggle with perfectionism? If you have a hard time putting your writing out into the world because you worry it’s not just right, you need to read this piece by Michele Peterson.
Repurposing content is a key element of a smart content marketing strategy. You’ll find a lot of great ideas for how (and when) to repurpose your content in this guide from Contently.
Working slower is something I’ve been practicing at lately (with good results), and I like this super-short insight on the topic from ABC Copywriting.
