The number one rule for finding clients as a freelance writer is to connect with potential prospects regularly.
This contact can be a quick email asking if they use freelancers.
… or it can be a thoughtful comment on social media…
It doesn’t have to be difficult or time-consuming.
But it does need to be consistent.
A few minutes a day spent connecting with potential prospects keeps you top of mind… which can turn into assignments.
When you send targeted messages asking if a company uses freelancers, that’s “outreach,” and it’s a proven way to find writing work.
You might also hear the term “pitching.” This word is common in journalism circles, and it means suggesting a story idea to relevant publications.
Let’s break down these terms and how you can use them to fuel your freelance writing life.
Referrals, Outreach, or Pitching?
Referrals are what you get when existing clients recommend you to other clients. And they’re great because they have a very high conversion rate. But they aren’t always consistent or the right fit.
Outreach is connecting with potential clients and letting them know what you do. It’s a cornerstone of my freelance writing business and allows me to live abroad and grow my income.
With targeted outreach, I can focus on specific companies and industries that look like a good fit for me. We’ll talk more about how I do this in a moment.
Another way I find freelance writing work is through pitching. This is where you suggest to a prospective client a specific content idea tied to the publication or section of the publication. This traditional journalism approach works best when you have a unique take on a topic readers would be interested in.
All three of these are valuable to any freelance writing business, but you have the most control over outreach and pitching.
My Approach to Outreach
At its core, outreach is connecting with prospective clients and letting them know what you could do for them.
I define outreach as a message asking prospects if they use freelance writers and sharing my experience. It’s short, fewer than 300 words. I ask if they use freelance writers, share my relevant experience, and include a related writing sample or two.
Such messages have easily brought me countless opportunities and revenue over the past few years, so they’re worth doing.
My biggest tip is to “match” your skills with your prospects. If your writing samples are newsletter pieces you wrote for a local real estate business and you want to expand your client base to include B2B technology companies, then focus on real estate tech.
A quick LinkedIn search shows 8,000 companies fit that search. LinkedIn’s search filters can help you narrow your results to specific companies, industry size, or other parameters.
Then, you can make a list of the most promising-looking ones, filter for the marketing or content team, and connect with them online.
Social media makes it easy to see what people post, comment on their posts, and get to know them a little. This makes outreach easier if you stay focused.
The more focused your search, the more relevant your experience, and the easier it is for target companies to say “Yes.”
My Quick Guide to “Pitching”
Pitching is an entirely different approach. Rooted in journalism, this is when you suggest a specific content idea that would be of interest to a publication’s readers. It’s purposely tied to the particular publication or a section of the publication.
It starts by reading the publication’s pitching guidelines. Many publishers have a link that says “Pitching Guidelines” or “Submission Guidelines” in their website’s footer.
You can also Google [publication + pitching guidelines] to find their links.
My best pitching advice is to know the publication. Read it, understand who the audience is, and shape your idea for that publication.
Let’s break that down with a B2C travel example. Imagine a well-stocked newsstand…
Travel & Leisure and Budget Traveler are both travel magazines but have different readers. Travel & Leisure is luxury and aspirational travel, while Budget Traveler’s tagline is Vacations for Real People. They’re more likely to share close-to-home weekend getaways for under $1,000 than luxury African safaris that cost $20,000/person. Keeping in mind these distinctive audiences, you’d formulate your pitch idea accordingly, depending on which group you’re trying to write to.
You can apply this B2C thinking to B2B publications… and yes, I’m calling websites publications. Many B2B websites approach their publishing schedules similarly to an offline glossy magazine. They have segmented audiences, managing editors, and a production schedule.
To pitch your idea, you need to study the publication and its guidelines.
Then, shape your idea to match:
- the topics they cover
- the tone of voice they use
- your background research to craft the story
- why you’re the best choice as the writer
To pitch well, you need to do background research to uncover the story you want to tell. For example, a few years back, I participated in a cacao (chocolate) ceremony in Mexico and pitched the experience to a Canadian airline magazine.
They bought the story but only because I’d already done the “thing” so I could paint a picture of the experience.
You can apply this concept to B2B technology, too. For example, if you’re a whiz with implementing tech automation with Zapier, you might pitch your idea on “how one writer uses Zapier to free up five hours a week.” That would match a publication that regularly publishes first-person “how-to’s.”
Do you see how this can work with your experience? If you’re an “idea person,” pitching is a great way to use your unique ideas to get your foot in the door with prospective clients.
Your Job Is to Provide Value
Companies are in business to make money. For many of them, well-written content helps them grow their customer base.
The more you align your experience and abilities with their needs, the easier it is to say some version of, “Hi! Are you trying to do XYZ? I can help with that; here’s how…” in your outreach messages.
Even pitching is another version of providing value by “matching” your skills and experience with a specific content idea for a targeted audience.
What do you think? Will you focus on pitching or outreach in the coming weeks?
