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How I Landed 2 Writing Clients and $1,000+ in Just 7 Emails

Carol Tice

Marketing emails can get clients for freelance writersBy Jessica Leigh Brown

Have you ever needed to scare up a few new freelance writing clients? That was me in early January.

To spread the word, I decided to email all my past freelance writing clients, along with prospective clients I’d already connected with.

I’m relatively new to freelancing, so that meant sending a grand total of seven emails.

But those seven messages landed me two new clients and four article assignments – a total of $1,050 in freelance writing gigs – over the next month. I also got responses from a few more clients, saying they’ll probably have work for me later.

What to say

Did I make some kind of amazing sales pitch in these emails? No, I’m terrible at sales pitches.

In essence, all I said to each client was “Happy new year!” – and “Here’s my schedule for the next month or two. I have some availability between X and X, so if you need help with a project, let me know.”

That’s it – just touching base. So why did these messages meet with such success?

Make it personal

When I originally thought of sending emails to past and prospective clients, I posted a question in the Freelance Writer’s Den to see if anyone else had tried this method.

A few other writers had, and everyone urged me to go ahead – but to make each email personalized instead of mass-mailing my holiday greetings.

Writing personalized emails is always a better way to get gigs. Addressing a prospect by name shows that you’re willing to make an effort to write for their publication or business – and that you’re not just a spam-bot, sending out thousands upon thousands of identical emails.

In each of my touch-base emails, I reminded the prospect of the last time we’d talked. For example, “Last time we chatted, I’d expressed interest in writing for your publication, X.”

Making that link helps the communication feel like you’re picking up an old conversation, rather than starting cold.

Make it timely

The holidays are a great time to send your clients well-wishes – and update them on those gaps you want to fill in your work calendar. But you could send touch-base emails at any time of year.

The best time to send out touch-base emails is several weeks before you have a looming gap in your schedule. That way, clients have time to consult their own schedules, plan ahead, and – hopefully – give you assignments to help fill yours.

Make it short

Let’s face it: We’re writers. We like to play with words, and sometimes that means we’re long-winded.

While vivid descriptions and in-depth analyses might be needed in your writing projects (depending on the type of gigs you take), it’s better to avoid them in touch-base emails.

Instead, go for brevity and clarity. Just a few lines will do the job.

Here’s an example based on one of my New Year’s emails:

Subject: Happy new year, and January availability

Hi Once-or-Future-Client,

Just wanted to take a moment to wish you a happy new year! Hope 2014 is off to a great start for you and yours.

Last time we communicated, I’d expressed interest in writing for [Your Publication]. I’m arranging my freelance schedule for the next month or two, and wondered if you need help with any upcoming projects? I will be fully booked from X to X, but have some availability in [month].

Let me know. Thanks, and have a wonderful week!

Best,
Jessica Brown

Give it a try

My two new clients are a trade journal editor who’s given me article assignments for two magazines she edits, and a custom publisher that produces travel-related web content.

Not bad for a quick hit of painless marketing. If you’re running low on work, I challenge you to give touch-base emailing a try. It just might yield some lucrative new freelance writing gigs.

Jessica Leigh Brown is a freelance journalist who loves telling stories. Currently, she writes for trade journals, websites, magazines, and a business college’s alumni publication.

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