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Cultivating Clients -
Common Courtesy is Most Powerful Marketing Tool
by Jessica McCann
Super models get to say, “Don’t hate me because I’m beautiful.”
As a full-time freelance writer, I get to say, “Don’t hate me
because I turn away new clients.” Oh, and don’t hate me
because I spend almost no time (and almost no money) marketing
my services to new prospects.
Do you hate me? Do you even believe me?
Operating a successful freelance writing business brings many
challenges. But cultivating a loyal client base is simpler
than many aspiring freelance writers are willing to believe.
There are four steps a freelance writer can take to maintain
her existing client base, accumulate regular referrals, and
even enjoy the occasional need to turn away new clients
because she is simply too busy. Each step is based in common
courtesy.
1. Provide excellence service. It seems obvious, but sometimes
freelancers overlook the obvious (such as providing regular
updates to the client on large or long-term projects, or
immediately informing an editor of any obstacles that may
cause a missed deadline). Don’t over promise. If an editor/
client asks for an article or other written project in two
days and you’re not sure you can get it done, then say so.
Ask if he has any wiggle room in that deadline. More often
than not, he will. If he doesn't, let him know it’s tight,
but you’ll do your best to deliver. He’ll appreciate your
candor, and he’ll learn that they won’t have to worry about
whether you will deliver on your promises.
2. Send reminders. People get busy. Sometimes they get so
busy, they forget to ask for help. Occasionally remind your
clients that you’re available to help out, and you will get
a steady stream of projects (and even be revered as a hero
from time to time).
When it comes to working with editors, for the most part,
you remind them of your worth and availability by sending
regular queries with solid story ideas. For corporate
clients, you simply remind them you’re ready and able to
help lighten their load. You can also send them clips or
links to recent articles you’ve written that they may find
of interest (even if it’s not related to their industry or
line of work).
3. Be friendly. Pick up the telephone once in a while,
instead of corresponding only by email. If you see a client’s
name in the paper or industry magazine touting a recent
promotion, award or other recognition, send a handwritten
card of congratulations (and you should be looking for their
names on a regular basis). Don’t forget to thank them, either.
My clients receive a Thanksgiving Day card every year – it
lets them know I appreciate their business (and it stands out
ahead of the holiday card deluge); the mailing also typically
generates two or three new projects (a.k.a step 2).
4. Treat referrals well. When you receive a referral from an
existing client (and you will, if you follow steps 1-3), make
sure to treat that prospect to the same professional attention
that earned you the referral in the first place. Also make
sure to thank your client for the referral, whether it leads
to new business or not.
BIO
Jessica McCann is a full-time professional writer based in
Phoenix. Her articles have appeared in Business Week, Arizona
Woman, Phoenix and many other consumer, trade and university
magazines. She also serves a variety of corporate clients
throughout the country in industries ranging from education
and retail to entertainment and waste management.
www.jessicamccann.com
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