Got this email from a relatively new commercial freelancer recently:
My fledgling commercial writing business, launched in 2007, is alive after fits and starts. Upon reflection, I realize I haven’t had much repeat writing business from clients. In addition to commercial freelance writing, I also do marketing and magazine articles. The magazine keeps re-hiring me, and so does one company that retains me for marketing events. But, as far as clients hiring me over and over for commercial copywriting projects, no. This means I work hard at getting new clients all the time.
Is this common? Should I take it personally? I am confident in my copywriting abilities, so I wonder if I could do a better job at following up to increase the likelihood that clients return. Do you have tips for increasing repeat business?
Hmmm…. This one can be a challenge. When starting your copywriting business, you may be working with smaller clients who simply don’t have as many ongoing writing needs. Hence, they may be great for getting some income in the door and building your writing portfolio, but at some point you have to set your sights higher.
And even when you DO find a steady client, I’ve learned that, well, nothing is forever. Things change, personnel changes, your contact person leaves, and their replacement has their favorite writer, and you’re gone (or any number of other similar scenarios).
But, let’s separate those things we can control (i.e., the kinds of copywriting clients we’re approaching with an eye toward repeat business) from the things we can’t (i.e., what happens in a company over time).
If you’re a generalist (as I am), I’ve found that several client profiles can be good bets for repeat writing business:
1) Small- to mid-sized (50-200+ employees) companies. Often, they’re slammed, everyone’s wearing many hats, and they usually don’t have on-staff creative resources, so they’ll look to talented freelancers to help them with a variety of projects. And you have to have a healthy range of copywriting skills to be able to come through on a variety of project types.
2) Solo consultants who work with different companies needing a real mix of work. These can be creative folk (like graphic designers) or marketing people. Not always easy to find, but if you do, and can demonstrably enhance their offering through your skills (both writing and marketing), that can predictably lead to loyal clients. When you find a great plumber, hairdresser, financial consultant, tax preparer, etc, don’t you stay loyal?
If you’re a project specialist (i.e., white papers, case studies, etc), by definition, you’ve limited yourself, so you’ll have to pursue larger companies who have ongoing needs. If you’re an industry specialist (i.e., high-tech, healthcare, financial services, etc), it can be similar to the generalist scenario, in that, small- to mid-sized companies can provide ongoing freelance copywriting work across the project spectrum.
Regardless of how you’ve structured your offering, one thing is a given: to get repeat business, you have to be good. Really good. You need to be a solid writer with a strong grasp of that company’s audience, value proposition, messaging, etc. Plus, you need to be reliable, dependable and easy to work with. And in the case of a generalist, you need to be able to move easily between brochures, ads, direct mail, web content, articles, case studies, etc.
Just as importantly, you need to always have your radar up for additional opportunities. Don’t just be reactive – only responding to your client’s requests. Learn as much about their business as you can, so you’re in a position to make suggestions that can fill gaps in their marketing they may not see or may not have had time to execute themselves.
What attributes have your long-term, repeat clients had in common?
What’s worked for you in landing and retaining repeat copywriting clients?
What long-term client of yours stands out, and how did the relationship unfold and mature over time?
If you wrestled with this same issue when starting out, what would you do differently if you were launching your business today?
Hmm, the first thing I’d do would be to look at the first conversation.
What’s happening during that first conversation, before you send the proposal? What kinds of questions are you asking? How are you positioning yourself as a longer-term solution, if that’s what you want to be?
Are you just asking them for the specifications of one project, or are you asking how this fits into their longer-term goals?
Are you taking on projects, project-by-project, reacting to requests for what they think they need, or are you bringing their attention to a goal and making sure what they’re asking you to do fits into that?
Is this about getting business, or helping them to grow their business?
I’d also tell them I work with people who are committed to consistently marketing their business, who want to work with someone who wants to help them grow. I’d say, “I’m curious, what kinds of things are you looking for in someone like me?”
The second part is the uncomfortable part: How is your work tying to actual business results for them?
If no one is measuring or looking at what’s happening next, after you turn in your copy, then it’s hard to know why they aren’t coming back. I’d start by sending follow-up emails. Not because you want the repeat business–that will just happen when you’re doing the right things with the right people–but because you’re genuinely curious to see what the results have been.
If the results haven’t been great, it hurts to know, but then you know what to do on your end.
I try to anticipate future needs at all stages of the project – before, during and after. I also strive to be a comprehensive resource for my clients so they consistently have a reason or need to be in touch with me. For instance, in helping a client develop blog posts I realized his blog design was in need of professional help. I ended up project managing the blog redesign project & have extended our original contract. He now relies on me for more than writing and sees me as an extension of his team.
Well, I’m just starting out in an official capacity, but I have a repeat client that I absolutely adore working with. The key was that I’d established a relationship with them through other work that I did for them on occasion through the years. We always had great exchanges and I have a passion for what they do, so that really helped. Then, when it came time for me to announce my new business, they were immediately supportive, because they knew my capabilities and that I’d work hard to help them spread their mission. Now, they have me on a retainer, which has worked out nicely. I try to respond quickly to them because this is one client I definitely don’t want to lose. I know they’d be happy to refer me, too. So, my best advice at this point is to really work hard on establishing a relationship, and once you do, do everything you can to make good on it. Sincerity is also a big plus. 🙂
I agree with Kelly and Michele. You have to begin with long-term in mind. Don’t be afraid to suggest future projects to clients.
One of my longest-term clients initially needed a website. From there, we did email blasts, PDF brochures, job ads, and now we’re working on case studies. All of that came from my saying, “And after the site is launched, you should think about doing x,y,z to keep you front of mind with clients.”
It never, ever hurts to ask. Remember, a closed mouth never gets fed, and if a company is very small or just starting out, they’ll appreciate the guidance.
Great post, Peter!
I agree with all the comments so far, and would add a few specifics that have worked for me:
1. Offering suggestions related to other writing projects, as Peter mentions in his concluding paragraph. If a prospect asks me to write web content, for instance, and then I find during the project that their email newsletter also needs help I’ll offer some general suggestions for improving that, as well, and end up getting hired to take on both.
2. Offering advice on non-writing projects, like Michelle did with the blog redesign. Often, it leads to extra work (either in project management or a copywriting component). Other times, it’s simply a matter of connecting the client with another freelancer, like a web designer. In those instances, I’m seen as a go-to resource for the client, who ends up reaching out to me for suggestions again and again. And, often, that web designer will come back and bring me in when he/she is hired for yet another project for the same client.
3. Staying in touch. I set up a new Google Alert (or 2 or 3) as soon as a new client hires me. Then, when I see them mentioned in a blog or notice an interesting news article related to their industry, I send a quick congratulatory or “thought you’d be interested” email. I also send the occasional hand-written “thanks for your business” notes via snail mail — with my business card tucked inside. I’ve had several repeat clients get in touch with me shortly after receiving my mailed note…it might be coincidence, of course, but I’m guessing the snail mail might help my freelance business stand out from others.
I’ve had some clients who have been using my services for years. Why?
The answer is actually shocking…
I answer the phone (or return calls promptly), I’m on time (and if not, which is rare, I stay in communication), emails get returned promptly, and I offer added value where I can.
While that sounds all simple and stuff…it’s actually quite sad that doing what I feel should be “normal” for any service provider is actually an easy way to set myself apart. Then, I try to set myself apart. 🙂
Great stuff, everyone!
Thanks Kelly, for your usual sparkling cut-to-the-chase insights. Great stuff. One caveat: While Kelly’s point about results is sound, projects like brochures, newsletters, a lot of web content, case studies and many other project types don’t always lend themselves to easily measurable results.
Excellent advice, Michele, Nichole and Heather, about the importance of anticipating future needs; offering advice on non-writing projects (which makes you more of a “team member” than vendor, and can, as noted, lead to more work); and staying in touch.
I agree 100%, Heather, that hand-written notes can absolutely set you apart from the pack, and hey, anyone can do that! And nice going, Roxane, in cultivating that client over time. I can see them hanging onto you for a very long time, and sounds like you’re doing what you need to do to keep it that way.
And thanks, Joseph, my friend, for pointing out what many of us forget, that just basic reliability, dependability, responsiveness – being as relatively rare as it in the larger business world – truly CAN set you apart…
PB
Don’t give up on those “lost causes.” I knew a guy at a mortgage firm who knew his company needed a regular copywriter for their marketing campaigns — he just couldn’t quite get them to settle down and really hear his recommendation. He kept at it, i kept at it — and two years later, they signed for a whole year’s worth of work. Silence does does not always mean “No!”
For me, it comes down to what I call the “Harry Met Sally” principle. No, no, no, I’m not talking about the part in the restaurant where Sally fakes an orgasm…I’m referring to the principle of being “low-maintenance.” Joseph’s comment captures those principles pretty succinctly.
My longest-term client was one of the first companies I cold-called, a mom-and-pop design firm that was struggling with writing their own copy or trying to edit the garbage that clients would supply. The initial project went well and we found that our personalities and business styles were an excellent match from the outset. Over time, it’s been a matter of always being there for them — if they need something turned around in a few hours, if they need to me to attend a meeting or sit in on a long, boring conference call, I’m happy to do it.
In short, I want them to look good to their clients and they want me to succeed. Doesn’t get better than that.
Thanks William and Jake,
Per William’s remarks, if all it takes is an email or call every 4-6 months to check in, why not do it (unless they’ve said, “never gonna happen, you’re wasting your time…”)?
And Jake, what a great find to have a client like that. Always good to find folks like that early in their careers, so you can be there to help them grow. And the more you play a part in their growth – which it sounds like you’ve done – the more loyal they’ll be – which it sounds like they are. You’re right – doesn’t get much better than that.
PB
What Kelly said, about “the first thing I’d do would be to look at the first conversation,” is crucial, not just for laying the groundwork for a long term relationship, but also for qualifying them as the kind of client you want. Recently I took a call from a prospect who said he needed a lot of work done. I asked many questions, but it was clear he was very impatient – borderline rude – with all my questioning. The vibe I was getting was not a good one. When I asked what the budget was for the project, he asked “What does my budget need to be?” I suggested a range for a specific project we’d been talking about. He said, “I might as well hang up right now,” and proceeded to do so without so much as a by-your-leave. Even without the hang-up, I could tell this was not the kind of client I want. So that first conversation is as much about ruling out whom you don’t want to work with, as it is identifying whom you do.
This is good stuff, Peter, thank you! I like to focus on keeping my long-term clients happy. “Underpromise and overdeliver” works nearly every time. And, like you said, being good. One of my favorite long-term clients stayed with me much longer than her budget allowed because I introduced her to my husband, an illustrator. As a publisher of children’s educational materials, she desperately needed a dependable illustrator. So she started looking upon us as a team.
The point I was going to make has already been made. I follow up with all clients pretty regularly. They can’t be repeat customers if you don’t ask for more work. It’s like magazine work – you pitch an idea, they buy it, you write it, and you repeat the cycle if you want more work. The same should apply to all clients. Keep asking.
When I’m looking for clients, I’m looking for people whose needs are not a one-off need. They need multiple projects. It’s why I’ll rarely answer a job posting – besides the fact that these folks are dictating the terms of the writer’s earnings, they’re not looking for long-term writers, or they’re looking for long-term writers who don’t complain about earning 1/1000th what they’re worth. I prefer to be more proactive in my search.
I’ve found that my best repeat work comes from those referral clients. Usually when a client passes my name along, it’s to someone who needs a writer fairly regularly. Amen for that. One current client came from a small blogging job. The earnings so far from this client has far surpassed that of the original client’s projects.
I have one long-term client – going on six years now – whose business has gone through a change of ownership. I’d say they were my baptism-by-fire client, as I had to learn how to enforce invoices (they were using a contractor who ignored invoices and lied about them being in the mail), restructure the payment process so I’d get paid months faster, revise my approach when there was a change of ownership, charge for same-day delivery, say no if there were outstanding invoices, and stand up for myself and my business while maintaining a close working relationship. I managed it, but it wasn’t without the cooperation of the client and her staff. Having someone on the inside who understands your dilemma and has enough clout to resolve it is priceless.
I particularly liked Lori’s Baptism by fire comments and the learning that came from it. If you’re getting taken for a ride by your customers drop them. Really – yes, FIRE them. A wise sales guy once told me, “fire your worst customers… because they are bad for your soul and bad for your business”. They waste time, they bad mouth you, they don’t pay, they waste more of your time on collections…and no matter what you do, they’ll never be happy”. Believe me, it works. You are better off letting them bleed time from your rivals instead. How to fire them, just tell them straight up that you don’t feel you can satisfy their high standards, and would prefer not to disappoint them anymore, but you would like to refer them to someone who will be only too pleased to help them out … then send them to your worst enemy. The other thing is, like Lori said, have firm rules, share what those rules are with your clients, and honor them to the letter. The moment you break your own rules, you never get thanked , and invariably get abused.
Happy writing to all.
P.S. If anyone out there is expert in Networking Technology, Health care, or Voice-over IP, send me a link to your portfolio. I’m always looking for good writers in these fields. mcowtan@trpz.com