Grow Your Business: How to Approach a Potential Client
Hi, there, writing pals. I hope you're getting ready to release those overworked digits from the keyboard soon and embark on a truly fantastic Labor Day weekend. I know I am. But before I do, I promised you another post in my "Grow Your Business" series. So here it is!
Last week, we explored how to create a prospective client list. This week, we're going to look at how to actually approach those newly minted prospects.
I think most of us can agree that approaching anyone out of the blue is nerve-racking. After all, the person on the other end of the phone line is busy and absolutely not expecting your call. They're not seeking you out (or at least they don't think they are) and have no idea what services you have to offer or how those services will benefit them. And they don't have that much time (if any time at all) to hear about it.
Thus, when you pick up the phone for a cold call, it may seem as if the odds are stacked against you from the start. However, I maintain that an introductory phone call, not an introductory email, is the best way to start a relationship with a potential editor. That's because emails come fast and furious all day long, and your all-important "Hi, my name is _____ and I'd like to write for you" message is likely to get lost in the inbox shuffle. Another bonus: In the age of digital technology, introductory phone calls are becoming all the more rare; all the reason why yours is likely to be more memorable.
So, I say, make the call. But when you do, be sure to keep these rules in mind:
1. Keep it short and sweet.
When your prospect picks up the phone, introduce yourself right away. In one sentence, state your name, your company name (if you have one) and your specialty. In sentence two, explain why you're calling. (Ex: "I found your company online and I've been researching your work and I think my services might be a great fit for you.") In sentence three, ask if the company is currently accepting pitches / queries / story ideas from freelance writers. If the reply is "no," followed by a reason, politely let your prospect go. If the "no" answer has to do with current budget constraints or something else that might change, make a note on your spreadsheet of this fact and plan to follow up again in an appropriate amount of time (several months, perhaps). If the reply is "no, never," go ahead and cross the prospect off of the list.
2. If the editor is currently accepting queries, say [almost] no more.
Many editors have a revolving door policy for queries, meaning they're always taking (and rejecting) them. Other editors only take queries during specific times of the year. Usually, the editor will specify this. Once you receive an answer to this question, end the call. Tell your prospect you'd be happy to work on some queries for them, and in the meantime, let them know that you'll send them a few links to your online work samples or portfolio. Note: If your samples are still entirely on paper, consider finding a way to get them up online, possibly by creating an online portfolio. Most editorial prospects expect to be able to find you on the Web. Then, thank the editor for his or her time and say goodbye.
3. Send an email after, and only after, you've made your initial phone call.
After hanging up, send a follow-up email, briefly reiterating your specialty and how / why you believe that specialty fits with your target media outlet's communications goals. You might want to mention a few other media outlets, similar to the one you're prospecting, that you've already written for. Then, include your portfolio or work sample links, links to any social media you maintain, blogs you write (if applicable) and anything else you feel will help your prospect get to know you and your work better. Close your email by reminding them that you'll be in touch within a short amount of time (I recommend 5 business days) with a list of queries for the outlet.
4. Start pitching!
Media outlets rarely hire new writers after visiting porftolio sites. In fact, your prospect may not even visit your portfolio site or look at your work samples until you've created and sent at least one query. Most don't have time to investigate a new writer unless given a reason to do so. And that reason is often your compelling story idea. So don't expect your prospect to think much about you until you follow up that phone call and email with the queries you promised to send. Instead, get to work on some fantastic story ideas for the publication and get ready to send them off.
Next week, I'll tackle the querying process. (Don't worry: When I started my freelance business, I had absolutely no idea how it worked.) In the meantime, I want to recommend that you visit Linda Formichelli's Renegade Writer blog for more info on pitching. She's the maven!
Have a wonderful, safe and memorable holiday weekend. I'll be back with more in a few days.