The fourth quarter of the year presents a unique opportunity for B2B writers and freelancers. It happens every year, where business leaders return from their summer vacations, postponed meetings get rescheduled, and planning for the next year kicks into high gear. That’s when companies make a discovery: they still have budget to spend before the year ends and they have marketing goals they want to still try to meet.
They suddenly find themselves under pressure to deliver results, hit their goals, and set themselves up for a strong start to the new year, which is good news for you.
Here are five ways you can tap into this shift at the end of every year to finish off your year strong while setting yourself up for success in the year ahead.
1. Revisit Past Relationships
Remember that client you worked with earlier this year? Or the prospect who said, “maybe later”? Now’s the time to reach back out. A simple “How are things going?” message pops your name to the top of their inbox and hopefully catches them at an opportune time. You’re not being pushy here, just reminding them that you’re around when they might need you most. Your quick message might be perfect as they may be in the middle of evaluating their business priorities right now.
Here’s a simple email template you can adapt:
Subject: Checking in + Q4 capacity
Hi [Name],
It’s been a while since we last connected, so I wanted to say “hi!” As we near year end, I wanted to reach out and see how things are going with [their company/project area].
I have some capacity opening up in the coming weeks and wanted to chat in case you have any projects where I might be able to help you close out the year strong.
Either way, I’d love to hear how things are going.
Best,
[Your name]
2. Update Your Proof
When was the last time you looked at your portfolio? If it’s been a few months, it’s probably time for a refresh. (I know I don’t look at mine nearly as much as I should.)
Your portfolio is your proof that you can deliver results. Take some time now to update it with your best and most recent clips and samples, organize them by topic, industry, or content type, and make sure your online presence reflects the work you actually want to be doing.
Now, do the same for your website. Take a look at it and update any copy so it reflects your current positioning, refresh any content with outdated dates, and ensure it remains current. And also your LinkedIn profile. Add any recent accomplishments, refresh the “About” section if necessary, and update any other relevant information that may need an update.
Doing all this now (and regularly, in an ideal world) ensures that potential clients see what you’ve been up to this year, not two years ago.
3. Experiment with Your Outreach
Your outreach strategy from January might not be working the same way in October. Now’s the time to review your outreach and analyze what’s working and what’s not. Consider testing different subject lines in cold emails and varying the times of day or weeks for sending messages. Adjust your messaging angles to address Q4 urgency and other key concerns for your clients.
Use this quarter as a contained experimental time to find new things you can scale next year, since you know they work and align with the current environment.
4. Frame Your Value Around Urgency
Companies are under pressure right now. They have goals to hit, budgets to use, and stakeholders to satisfy before the year ends, and your messaging should reflect that.
Take another look at your website copy, LinkedIn profile, and outreach templates to see if you are showing how you can help companies hit their Q4 business goals. How can you set them up for future business goals? Are you positioning yourself as someone who can deliver those results quickly and reliably?
Skip the generic value propositions of “I write compelling content” and go for something more specific, like:
- “I help SaaS companies launch products on tight timelines with content that converts.”
- “I create case studies that give your sales team the proof they need to close deals before year-end.”
- “I write white papers that position your company as a thought leader for Q1 campaigns.”
Show prospects you understand the pressure they’re under and that you’re equipped to help them deliver.
5. Pace Yourself
Now for some hard advice: you may be tempted to accept all the work that comes your way in Q4. Don’t. Saying yes to every opportunity can have some serious negative consequences for you and your business.
You still want to produce quality work you’re proud of and that’ll get you hired repeatedly in the future. If you say yes to everything, your work will suffer, trust me, I’ve been there. Those times when I said yes to too much work because I needed the money or the project was interesting are the ones I regret. The pressure affects everything. Your writing, your admin tasks, your personal life, your sleep, everything.
So, pace yourself. Schedule the work out through the quarter. Good clients know you’re not waiting for them to assign you work, so they’ll understand when you tell them you’ll work on it in November or that they’re after the thing you’re working on right now. All of your work, but especially your Q4 work, should build your reputation instead of damaging it.
Make This Your Best Q4 Yet
The end of the year always brings opportunities for B2B writers, if you’re looking for the signs. Companies often have leftover budgets and goals, and they need skilled writers to help them achieve their objectives.
Use these tips to make this Q4 (and every Q4 going forward) a strong finish to your year.
Remember: Finishing the year strong isn’t just about maximizing revenue. It’s about delivering excellent work, maintaining good client relationships, and positioning yourself for continued success in the New Year. The work is out there. Now, go get it.
