If you subscribe to any auto-ship services, you know how great it is to have your favorite products delivered right to your door, month after month. It’s incredibly convenient, saves you time, and guarantees you never run out of essentials.
You never have to worry about placing the order again, because it’s handled automatically.
For example, I personally have auto-ship subscriptions from Amazon for my allergy medications, coffee beans, and HVAC air filters. I have my dogs’ food and treats auto-shipped from Chewy. And my wine club auto-shipments make sure I get the latest releases from my favorite wineries.
When you have a retainer agreement with a client, you’re providing them the same benefits.
Just like auto-ship, a retainer offers convenience, ensures nothing falls through the cracks, and brings peace of mind — for both you and your client. Retainers create a streamlined working relationship, providing consistent work for you and reliable, high-quality content for your client.
But, how do you turn a new or one-off client into a long-term retainer client? Let’s break it down into five easy steps…
5 Easy Steps to Turn New Clients Into Ongoing Retainer Clients
1. Build Trust and Deliver Consistent Results
Before a client is willing to commit to a retainer agreement, they need to trust that you’ll consistently deliver top-notch work. That’s why your first projects with a new client are so important. They’re your chance to prove you’re reliable and good at what you do.
To do this, always meet deadlines, communicate clearly, and make sure the work you deliver aligns with their brand and goals. Go above and beyond to exceed their expectations — whether that’s offering a quick turnaround on revisions or providing extra insights into how your copy can benefit their business.
When a client sees you’re easy to work with and dependable, and your work drives results, they’ll feel confident that a long-term commitment is worth the investment. Retainer clients want peace of mind, and it starts with building that foundation of trust.
2. Offer a Retainer at the Right Time, Focusing on Benefits
Timing is crucial when pitching a retainer agreement. If you propose going on retainer too early, before the client has seen the value you bring, it may seem like a hard sell. But, if you wait until you’ve completed a few successful projects, then the conversation becomes much easier.
Once the time is right and you’ve established yourself as a reliable partner, offer the idea of a retainer agreement in a way that highlights the benefits for the client.
For example, instead of saying, “Would you like to put me on retainer?” you could say, “Since we’ve been working together on a few projects, I think a retainer agreement could help streamline your content needs and save time each month.”
When you show how a retainer can eliminate the hassle of finding and vetting new freelancers or handling project-by-project billing, it becomes a win-win for the client.
3. Create a Custom Retainer Package
Not all clients have the same needs, so offering a one-size-fits-all retainer package isn’t always the best approach. Instead, create customized retainer options that fit the specific needs of each client. This might mean offering a package that includes a set number of blog posts per month, regular email newsletters, or ongoing social media copy.
Providing multiple-tiered options — like a basic, standard, and premium package — allows clients to choose a retainer level that suits both their workload and budget. It gives them flexibility while securing you consistent work.
Be sure to explain how having you on retainer means their priority tasks will be handled efficiently and they’re guaranteed access to your services when they need them most.
4. Focus on Long-Term Goals
Clients are more likely to commit to a retainer if they understand how it helps them achieve their long-term goals. As a freelance digital copywriter, you’re not just a one-off content provider, you’re a partner in their growth and success.
So, frame the retainer as a way to help them stay consistent with their messaging and branding over time.
Explain that a retainer agreement ensures a steady flow of content that aligns with their ongoing marketing strategies, whether that’s maintaining an active blog, running email marketing campaigns, or keeping their social media channels fresh.
By emphasizing the long-term benefits of a retainer, you position yourself as a key player in their business strategy, not just someone who churns out copy on demand.
3. Make the Agreement Easy and Attractive
No one likes complicated paperwork or confusing contracts. When pitching a retainer, keep the proposal simple, straightforward, and easy to understand. Avoid any unnecessary friction by focusing on how the retainer agreement will make life easier for both you and the client.
You can also consider sweetening the deal by offering incentives for clients who commit to longer-term agreements. For example, a small discount on a six-month or one-year retainer can make the offer more attractive and encourage the client to commit for the long haul.
Above all, stress the convenience a retainer provides — clients don’t have to renegotiate rates or outline new projects every time they need content. Everything is set up in advance, making it a hassle-free experience.
Projects Ideal for Retainer Agreements
Certain types of projects lend themselves perfectly to retainer agreements. Here are a few examples of copywriting tasks clients often want on an ongoing basis:
- Blog Posts and Content Marketing. Regularly published blog posts and content updates require a steady flow of fresh material.
- Email Marketing Campaigns. Recurring newsletters, promotional emails, and automated sequences often need continuous attention and updates.
- Social Media Management. Crafting social media copy for daily or weekly posts is an ongoing task many businesses don’t want to manage in-house.
- Product Descriptions and Updates. E-commerce companies frequently need help writing or refreshing product descriptions, especially with new launches.
- Ad Copywriting. For clients running ongoing campaigns, retainer agreements ensure they always have fresh, high-converting ad copy.
- Website Updates. From landing pages to service updates, businesses need a copywriter to keep their website copy aligned with their latest offerings.
- Sales Funnels. Creating a comprehensive sales funnel requires consistent, strategic content, which is ideal for a retainer arrangement.
Retainer Agreements Are a Win-Win for Both Clients and Writers
Remember, retainer agreements aren’t just good for you, they’re a win for your clients, as well.
Clients benefit from the convenience of knowing their content needs are always met without having to scramble for a freelancer at the last minute. They also get predictability in their workflow, knowing what they’ll receive and when. And they get consistency in their branding and messaging, which is hard to achieve when using multiple writers.
For freelancers, retainers provide stability. You get the security of knowing you have regular, reliable income, which makes it easier to plan ahead and manage your workload.
You also tend to build stronger relationships with retainer clients over time. This allows you to become deeply familiar with their brand and business, which in turn makes your copy even more effective.
Plus, working on retainer allows you to streamline your processes, making your workflow more efficient and freeing up mental space to take on additional clients or projects without feeling overwhelmed.
Follow these five easy steps, and you’ll be well on your way to converting more new clients into long-term, retainer clients. You’ll build a thriving freelance business and a writer’s life you’ll love.
