I just got off the phone with one of my favorite commercial writing clients – someone who embodies what I like about most of my clients: she always thinks of me first when writing comes up (who wouldn’t love that?); values my contributions; respects me and my process; gives me enough time, attention, and input to do my job well; never balks at my project bids, and makes sure I get paid promptly.
And yes, most of my clients over the years have been like her. Sure, even the greatest client has their quirks and minuses. After all, we’re still dealing with human beings here. One is hard to reach and often doesn’t return calls. Another can be a bit of a micro-manager, though backs down graciously when it’s gently pointed out. Yet another may be a little scattered in meetings. But, all in all, small stuff.
So, needless to say, I was a bit taken aback by an email I got recently from a budding commercial writer recently, discouraged about this commercial writing field of ours. Based on what he’d read on the blog, he wrote:
“The message I get is more or less as follows: “Yes, you can make great money, there’s plenty of work, but most of your clients will suck – kind of like the so-called ‘colleagues’ you have if you’re employed full time.”
Hmmmm. Never really considered that the blog was presenting, perhaps, a skewed perspective of our business. Though, as I explained to him, by definition, the blog addresses issues and challenges common to commercial freelancers, and as such, often focuses on the “problem children” amongst our clients. After all, people don’t need much help dealing with ideal clients, or all the things that go right.
Yet, the blog’s often-necessary focus isn’t The Story of the copywriting field. At least, it’s not been mine. And in the relatively rare cases when my commercial copywriting clients haven’t fit the above description, some haven’t hired writers before, and perhaps I’ve failed to communicate properly, or clearly outline terms and expectations. Sure, we’ve all had a few jerks, but for me anyway, those types have absolutely been the exception, not the rule.
The fact that, overwhelmingly, I’ve had good clients, is largely a function of this commercial freelancing field of ours. Assuming you’re targeting the right prospects, you’ll be landing a higher-caliber breed of client (than say, the clients I often hear about from my magazine-writer friends), and that’ll yield good client experiences.
Case in point: in my 18+ years as a copywriter, I’ve never once been stiffed by a client. Not ever. And I can count the slow-pay episodes on the fingers of one hand. I’d challenge any non-commercial writers to make the same claims. We’re just dealing with a better class of client (or probably more to the point: corporations have healthier budgets than publications do, which makes payment challenges a non-issue).
So, who are the right prospects? They’re professional, busy, high performing and exacting. They intimately understand the difference that professional copywriting can make in their messaging, their value proposition, and ultimately, their bottom line. They have the resources to invest, and – this is key – for them, the right outcome trumps price. And when you find them, this business can be a lot of fun.
And yes, I DO know that when you’re starting out, sometimes you have to put up with more…stuff (though still less than other writing avenues) than later on. But if you’re in that place, know that as you become more established, the quality of your clients will rise – mainly because, at that point, you can afford to cut some loose.
So, I want to hear your stories of great clients – to underscore that they’re the norm, not the anomaly. I want to hear about those people who make this business worthwhile, challenging (in a good way), enjoyable, and rewarding – both creatively and financially (okay, we don’t always get creative fulfillment, but I’ve found it happens far more than the uninitiated might imagine…).
If your situation is similar to mine, good for you. If, however, most of your clients make you crazy; don’t give you the respect and consideration you deserve; haggle over fees and need repeated reminders to take care of invoices, know that that’s not typical. AND, it might be time to consider a phased “house-cleaning.”
Tell us about your favorite client(s). What do you like about them?
Do you have a favorite “Clients-Behaving-Wonderfully” story?
Do most of your clients fall into the “good-guy” category?
If so, how did (do) you make sure that’s the case?
Hi Peter. I’ll start with your questions in mixed order-always the maverick 🙂
Yes, my clients are the “good-guy” category. I love my clients. Like you said, it doesn’t mean there are never problems, but they’re of the human variety. I think how you make sure they fall into the “good-guy” category is all about communication. It’s interesting that we can deliver pearls in our writing and often have so much trouble communicating with our clients.
Communicating fees, scope of services, timelines and keeping to those commitments goes a long way towards good relations. And if something is affecting that from the client’s end, let them know. Humor works for me and I am a big believer in picking up the phone. There has been more trouble caused by email that could have been avoided by a simple phone call.
What I like about my favorite clients is they hold up their end of the bargain, they get me the information I need to do the job, they pay on time, and they offer sincere praise. If they don’t like something (never happens) 🙂 we work it out together. And they like to laugh. I love to laugh.
I’ve gone on too long already so I’ll spare you of specific stories. For me, it’s all about communication – setting expectations, delivering and having mutual respect.
Hi,
Thanks for this post. I’ve been freelancing for 14 years, working as a writer and editor for associations and nonprofits. Like you, I have never been stiffed. Someone tried once but I finally got my money through persistence. Other than that person, everyone else has paid almost always within 30 days, often sooner. My clients are nice. Those that don’t know the communications field are generally appreciative of what I do and make sure to say so. Those who are communicators themselves have not only been appreciative, several of them have helped me to be better at what I do.
I love my job and I enjoy my clients on many levels. I think the fact that I enjoy my work and the people I work with comes through, even during the times when we may have to work out something difficult. I respect what my clients do (in many cases, greatly admire the good they are doing in the world) and they respect what I do. As the commenter above said, mutual respect and admiration goes a long way.
My favorite client of all time is a wonderful woman who has all the positive traits you’ve described.
Most of my clients do fall into the good guy category, with few exceptions; I have had rough patches (and one guy I’m convinced was the worst client in the history of mankind) but generally speaking, they’re all good.
I think a combination of each writer’s approach and his fees set the stage for the type of clients he attracts. Like you said, people who recognize the value have the makings of a great client – and people who don’t recognize the value are looking for cheap work… and treating their writers badly.
I also think that the initial contact with a potential client can tell you a lot. If they’re rude, I’m too busy to take on any additional projects. If they expect a lot more work for a lot less money, I’m too busy. If they think their cousin could write it for free the same as I’ll write it for money, I’m too busy… so on and so forth. But when they’re polite, rely on my knowledge (this is kinda what I do for a living, after all) and don’t want to argue about fees and contracts, I’ll take them if I can do them justice.
Maybe I’ve passed on some really great clients because I got a bad vibe – but I’d rather miss a couple than deal with one nightmare.
Hello Peter:
I love my clients. I spent more than 25 years in corporate marketing and was never treated as well as I am now. In the corporate world you can work 50- 70 hours a week to try to conquer the workload that will get you a “meets expectations” on your annual review. Little praise. Few thanks. Lots of headaches, swollen egos, power plays and politics.
Now, I’m working with a lot of small and medium-sized companies and they are all so appreciative. I can’t believe how many take the time to thank me for doing a good job. They show me respect, they value my knowledge. And that means so much to me because commercial writing is such a personal thing–I obsess over every word to create work that I my clients will love.
Actually I don’t think that I did anything special to try to get this kind of client. They’re just out there. Maybe as consultants/freelance writers we just get treated better because we’re not part of the everyday corporate surroundings. We bring a special talent that they can’t find internally–otherwise we wouldn’t have the work in the first place. It’s like a gift that they’re truly thankful for–except, of course, they do pay for it. And in most cases they pay on time.
I measure how much I like a given client by my PRT — “phone reaction time.” Assuming I’m available to talk, if the caller ID shows a client I like (the vast, vast majority, I’m happy to say), I pick the phone up quickly and happily. If I see a caller ID and groan inwardly — or even outwardly — that’s someone who’s not going to be around in a few months, maybe sooner.
My favorite client is one of the first dozen or so I cold-called (“B” in the alphabet) way back when. It’s a husband-wife design team who are easy to work with, creative, positive, have great clients and projects, work in a variety of print and electronic media, and involve me early in the brainstorming process. If I am slow sending an invoice, they’ll send a check without prompting and remind me to get it to them. And I can’t possibly calculate the number of referrals they’ve given me over the years.
One of the great benefits of being a freelance copywriter is that you have the option of simply refusing further assignments from a client who treats you really badly. In the 9-to-5 world, a copywriter working at an agency must keep scrambling to please the same clients year in and year out, no matter how awful the clients are to work with. Strangely enough, it was only after I learned to turn jobs down that I started making decent money. That’s because each bad client sucks up time and energy that could be devoted toward finding new GOOD clients instead.
I’m just starting to freelance, so my client base is very limited. I still work FT days and am freelancing on a very PT basis. The plan is to moonlight and let the freelancing slowly develop. I found my first paying client by calling the local Chamber of Commerce and asking for the names of any new businesses in town. I needed some portfolio samples and figured newly established businesses would need some copy. My client was delighted when I called and surprisingly, she didn’t have a single reservation with the moonlighting. She was flexible with my time schedule and we found a meeting time that worked well for both of us. The first copy I wrote for her was in exchange for a testimonial and sample. To my surprise, she called back and I’ve gotten several paying projects from her. She’s a wonderful client, very easy to work with and every inch the professional running a professional business. My experience with her has been a great introduction to freelancing.
In my FT job, I’ve been fortunate to have worked with some really great seasoned veteran agents who have had to build successful books of business and the best advice from all of them: From the beginning, decide exactly what kind of client you want to work with and with very few exceptions, only work with clients who meet that criteria.
Since I’m starting my biz PT, I have the luxury of following that advice to the “T” and we’ll see how that works! I’m hopeful it helps me weed out the tire-kickers, time-wasters and the something-for-nothings and helps me meet some really great clients I can build long relationships with.
I have a client I’d walk through fire for. I got to know her when she was a manager with a mutual client of ours. When she started her own business, I gladly jumped on board.
-My favorite client story:
As manager at the other company, she championed for her writers. She was freelance herself, but she was always sticking her neck out on behalf of her team. It cost her dearly sometimes, but she was adamant that the powers-that-be treat their contractors fairly.
She pays on time every month, and despite being a startup, she sent me a bonus this year. Who couldn’t love that? Because I helped her locate more writers, she makes sure I get the sweet projects first.
-Do you have a favorite “Clients-Behaving-Wonderfully” story?
I think this is more of a fellow consultant behaving wonderfully story, but it works the same. I’ve written for Company A for seven years now. They’ve come to rely on my turnaround times and understanding of their business. On one article project, they decided they weren’t going to use it. In doing so, they also decided they weren’t going to pay my invoice. Before I had the chance to push back, their marketing consultant – someone I’d had troubles getting money out of in the past – approached them and informed them they most certainly DID have to pay my bill. He explained that their decision to go in a different direction in no way negated the amount of good work I’d done for them on that story. The check came a week later.
Also, I have one magazine client who’s a dream. He’s been known to “find” freelance money to pay me for articles he shouldn’t have the money for. He comes to me first when he’s got assignments, and he’s a genuinely terrific person.
-Do most of your clients fall into the “good-guy” category? If so, how did (do) you make sure that’s the case?
I would say yes. My clients are good guys because I’ve dropped every client who doesn’t value my efforts enough to stop nitpicking me to death, pay me on time, or pay me what I’m worth. I have no time for professionals who won’t act like professionals. They wouldn’t tolerate it from me, so I think it’s only fair to apply that same measure.
Fabulous stuff, everyone! I’d like to think these stories are the rule rather than the exception for those in our business, but as many of you’ve pointed out here, it depends a lot of your approach, your rates, etc. And as Angie pointed out, when someone understands the value, that right there sets the stage for being respected, treated well and paid fairly.
Thanks Cathy, Carolyn, Angie and Lori for the detail on your good clients and a few stories to boot. Lori, gotta love those who stick up for you when someone’s trying to screw you over. And to all of you with good stories, what the client loyalty, support and regard you speak of tells me is that you’re consistently delivering superior results, and they know it, and as such, you’ve earned their respect.
And Carolyn, I was nodding at your description of the appreciation you feel from small to medium-sized clients. Absolutely true. Much more so than you’ll receive from bigger companies.
I’ve always found that to be the case – they truly value what you bring, will listen to your suggestions, treat you as a partner, not “The Help,” and your creative results are far more likely to end up seeing the light of day. And all that adds up to some seriously rewarding experiences.
Thankfully, I haven’t had to experience the corporate scenario you describe (i.e., “50- 70 hours a week to try to conquer the workload that will get you a ‘meets expectations’ on your annual review. Little praise. Few thanks”), but I know that’s the reality. You must feel like the guy coming in from the desert dying of thirst, and falling into a fountain…;)
All of you come across (as it should be) as people who are clear about what you’ll put up and what you won’t, and have happily gotten to the point where you can pick and choose who you’re going to work with, or, as William points at, continue to work with.
Jake, I love the PRT factor (Phone Reaction Time). I never thought of it in those terms, but you’re absolutely right. When I smile and grab for the phone based on what’s in the Caller ID window, I know I’m dealing with one of the good guys.
And Sherri, glad to hear your payment experience has been similar. Can’t say all have paid within 30 days, but overwhelmingly, that’s been the case. And when it hasn’t happened that quickly, overwhelmingly, the client has kept in touch with status reports.
And Sandy, good strategy for building your book and really happy to hear it turned into paying work. I may contact you by email for a permission to use that part of the comment as a tip in the ezine. Good stuff.
Thanks again, all, and let’s hear from a few more of you!
PB
I had a client who when asked about her budget, responded: “I don’t have a budget. I figure out what I want, then sacrifice to get it.” She gave great feedback, was eager and excited about working with me, and paid within two weeks!
I have had fabulous (Jane’s Defense Group–100% in advance, almost $15K) and sucky–last week a local man who wanted a cheap blog on gardening called me a bitch and whore in email because I said I would appreciate his calling during business hours. I have had quick payers (Costco, WebMD) and no-payers (hello, small claims). It takes all kinds. And you may get all kinds.
Hey everyone,
I’m new to the freelancing world (Oct 2010), but I’ve found that I have gotten really amazing clients. It helps that my previous employer had no immediate replacement for me when I left, so they contracted me for a few months to help. It was a win-win for sure.
What I’ve learned most in the short time I’ve been ‘lancing is the importance of casting the net far and wide. My business (and probably so much of yours) primarily comes from word of mouth, so I just keep letting people know what I’m doing and try to let my work speak for itself (my blog helps with that, but also actually interacting with people face-to-face).
I keep a very strict rate for people I don’t know but cut great deals for clients I do know or for work I enjoy or jobs I know will pay off in other ways (like connections). I have found that when I associate in the right circles, the right clients have found me.
HOWEVER…I know the day is coming where I won’t want a job for any number of reasons, and it’s then that I will employ the techniques Angie and Jake have suggested. 😉
Thanks for this blog…so glad I found it! Cheers!
We love clients like that, Mele! Course, always better to have clients with existing budgets than ones who have to save up, but obviously, it worked out well.
Geez, Star – what a prize that guy was… I suppose the bright side is that we should be grateful when someone reveals their true colors so early, and saves us a lot of heartache discovering it over time.
And thanks, Sarah, for weighing in, and welcome! Glad you’re finding the conversation useful. We’ve got some very experienced folks weighing in regularly on this blog, so please visit often. Sounds like you’re being very smart about your business-building. And you’re absolutely right about letting everyone you know about what you do.
I recently let a friend know exactly what I did (she knew I was a writer, but not what kind of writer…), and shortly after that, one of her colleagues (at a big Fortune 500 firm) happened to mention in conversation how he needed to hire a writer for a pile of projects. So, she’s hooking me up with him.
He’d hired one before, but they turned out to be a bust: endless phone calls, endless questions, but nothing produced! Obviously, you have mixed emotions when you hear that: their last bad experience with a writer is fresh in their minds, and you’ll have to prove you’re not a flake like they were. But if you do get your chance, you KNOW you can do a superior job, and restore their confidnce in hiring outside resources.
PB
You’re so right. While it’s important for new freelancers to understand the potential problems they’ll face, and how to fix them, those problem clients don’t seem to represent the majority. And even those who do occasionally cause headaches are usually good clients underneath — all relationships can have little bumps in the road. It really comes down to targeting the right markets. If you target people who expect the world at rates that are next to nothing, you’ll likely have more problems. When you target those who respect you professionally, it’s a different story altogether.