My “Connections” Approach to Landing Freelance-Writing Clients
By Pam Foster

When I was embarking on a freelance-writing career several years ago, I wasn’t sure whom to approach or who would hire me. This is pretty common when you’re new to freelancing.

I decided to talk to people I was already doing business with, such as my local doggy day care provider … independent coffee shop … veterinarian … and others.

One of those connections was my local accountant, who had been doing my tax returns.

His website was just AWFUL … It didn’t even mention where on the planet his firm was!

That means his site wasn’t showing up when potential local clients searched online for “accountant in CITY, STATE,” etc. Whoops.

He also had a client newsletter that limped along from time to time, with nobody in the firm excited to write it. They had been mailing it to their clients every so often with no set schedule. And it was pretty thin on content.

So, guess what? I gave my accountant a proposal to fix his web content — adding his local information and creating unique, inviting content about their personal focus.

We established his firm as the CPAs in town who cater to individuals and small businesses, specifically — a local firm “where people count.” It was a breath of fresh air in a sea of local accounting firms who catered to “big money” clients and corporations.

From the homepage to the About Us page and everywhere else, we made it clear that the firm is “focused on ‘you,’ the client. You are who counts here. You are who matters. It’s what we’ve been doing for 30 years and more.”

A while after we relaunched the site with local, unique content, my accountant gave me this awesome testimonial: “Pam knows what she’s doing. She helped us optimize our website to attract local clients, and it works! We’re getting inquiries all the time from our website. We also get tons of compliments on how well it presents our practice.”

Yay!

A springboard for more work and a lasting relationship

After tackling the website update … I offered to write the firm’s client newsletter, and they said, “YES, PLEASE!”

I brought in a graphic designer friend, we gave the newsletter a fun, unique name and logo (ReveNEWS), and we set up a predictable quarterly schedule.

We’re going on 29 years now with my suggesting and writing all the topics for well over 100 issues at this point.

Barter (but not barter) makes it work

Now, since I still pay my accountant to prepare my annual tax returns and other related needs … it’s sort of a barter or trade arrangement. The firm pays me for my writing work, and I pay them for their accounting work.

But here’s the difference …

We send each other official invoices and make payments via our small-business bank accounts to keep everything aboveboard when it comes to tracking income and taxes. So, it’s not quite “bartering” in the traditional sense. After all, it’s my accountant! We do things the official way, which is what I always recommend.

You can arrange this beneficial “barter/trade-like” arrangement, too.

Here’s an easy three-step process to find freelance-writing work with people you already do business with …

1. Make a list of every business you already have a relationship with — businesses you really like. It can be anything, such as these local business types:

   • Bakery
   • Fitness center
   • Child care center
   • Physical therapy provider
   • Law firm
   • Accounting firm
   • Chiropractor
   • Hair salon
   • Family therapist
   • Butcher
   • Retail shop
   • Shoe repair shop
   • Restaurant
   • Dentist
   • Contractor
   • Lawn/plowing service company
   • Anything!

2. Keeping in mind that local small businesses often need help with their marketing content, because that’s NOT what they’re trained to do (or want to do or have time to do) …

   • take a look at their current website and other marketing efforts, such as email, social media, and so on.
   • make note: Does it need help? Are their offering, address, and service location super clear? Quite often, this critical information is missing, and you can help!

3. Reach out to the business owner or manager to see if they’d like to improve their marketing and grow their sales, as a result. You could say something along the lines of this:

   “I love doing business with you, and I have some ideas to bring in more customers. Are you happy with how your website and other marketing efforts are working for you now?”

   The business owner will likely say one of two things:

   • “Thanks! We’re in great shape and have all the business we can handle.” (Okay, that’s not an opportunity for you right now.)
     OR …
   • “Oh my gosh! We definitely could use help. We’re not getting as much business as we’d like.” (This opens the door for you to ask questions and tell them how you can help.)

Once you have an opening with a business owner … offer to set up a “trade-like” arrangement, where you’ll pay for their services and they’ll pay for yours. EVERYONE WINS HERE.

This has worked for me beyond my accountant. I’ve followed this approach with my local veterinarian, real estate company, gift shop, doggy day care, and others.

Give it a try and see who becomes your first client! It may happen much faster than you expect. 🙂

IMPORTANT: While this is what Pam did with her accountant’s guidance and blessing, you are advised to check with your accountant before establishing any similar-type deals with companies or service providers you work with.

Pam Foster is AWAI’s learning chief.