Remember that simple, three-step process I mentioned? Step 1 is to choose your niche. Step 2 is to create your pitch. While this post isn’t a how-to on creating your B2B marketing copywritng pitch, it does relate to the topic.

When preparing for a phone consult with a freelance copywriting prospect – or simply preparing to pitch a cold call recipient – it’s important to do your homework before dialing. The best way to do this is to visit the prospect’s web site. Here’s a recent example from my own copywriting business. 

A current client recently referred me to a colleague that he had spoken to about my freelance copywriting and marketing services. Before making contact with this pre-warmed lead, I checked out his company’s web site to see if there was any low-hanging fruit that I could throw out during our initial conversation. 

Although this potential client’s site wasn’t bad, I immediately identified two project types to pitch. 

1. Press releases. The company hadn’t posted a new press release in several months. What’s more, the existing press releases on the site were less-than-riveting.
2. Case studies. There weren’t any case studies on the site. Although case studies aren’t vital to successful marketing, this particular company’s competitors all have them. Because of this, case studies become a more important element of a competitive marketing strategy.  

Take Time to Research 

When using a prospect’s web site as research, take time to actually read the content on some of the pages. You might see obvious ways to improve the copy – or add additional pages to fill in gaps. 

Also, Google the company name and see how well the site is optimized. Does it have page-one positioning for the company’s keywords? Does the company have press releases that pop up in various places? Are they mentioned in industry-related blogs or e-zine stories? 

Converting a Prospect into a Client 

Understanding how your prospect’s company is positioned in relation to their competitors and what copywriting elements are missing from their web site architecture will allow you to actively participate in a conversation that centers on their needs. And don’t be afraid to pitch freelance copywriting projects based on your research. Your proactive approach will be appreciated and you’ll have a better chance of turning your prospect into a client!

My 15-year old daughter recently asked if she could go to a concert. Her friend’s dad offered to take the girls, hang out nearby (but not too close – and probably with ear plugs) and bring the girls home afterwards. She also had her own money to pay for the ticket. 

Sounded safe, sensible and well-planned, so I said, “Sure.” 

A few days later, when I found out that the concert was on a school night and my daughter wouldn’t get home until after midnight, I changed my answer to, “WHAT??!!! There’s no way you’re going to a concert on a school night!” You can imagine how well that went over. 

So, since the plans were made and the tickets were bought, I agreed to let her go as long as she got up for school the next morning and did not whine about how tired she was. 

The problem was, I made the assumption that the concert was on a weekend. And wrong assumptions cause all kinds of grief, regret – and for a freelance copywriter – costly problems. 

When Assumptions Fail. Miserably.  

Making assumptions tells your prospects and clients that you don’t care enough about their business to ask thoughtful questions before beginning a project. If that’s not bad enough, making wrong assumptions causes you to do things like underestimate projects and create copy that misses its mark. 

I once assumed that a prospect requesting a sales letter wanted a one-page document – he even called his project a “one-page sales letter” – and I quoted the job accordingly.  Although I asked detailed questions about target audience and product benefits, I didn’t ask the prospect how he would be using his sales letter. 

Come to find out, what the prospect wanted was a long-form, web-based sales letter – that would be displayed on a one-page web site! (Big difference between that kind of “one-page sales letter” and the kind that is printed on letterhead stationary and mailed in a #10 envelope.) 

Moral of the Story

I honored the quote and ended up writing about seven pages of copy for a “one-page sales letter” price. I’m pretty sure I earned less than minimum wage for that project. But I learned a very good lesson: Never assume that you know what your prospect or client wants. Continue asking questions until you have a crystal clear understanding of the scope of work. 

Copywriter Confession: While I’ve become pretty good at not making assumptions when it comes to my copywritng business, I clearly have some work to do on the child side. In my defense, my daughter is a master at manipulating me to get what she wants. (My dad tells me that I was just like her at that age. I think that’s called karma.)

I’m a sucker for a free gift with purchase. In fact, I wait to buy my favorite Lancome or Estee Lauder beauty products until it’s bonus time. And I usually stock up on things like socks when the by-one-get-one-free (BOGO) specials come along. For freelance copywriters, this proven marketing tactic is a great way to get new clients – or revitalize an existing client relationship that’s gone cold. 

To use the gift with purchase concept to boost your business, your bonus offer must have perceived value. But that doesn’t mean you should spend a lot of time or money fulfilling that offer. In fact, you should structure your bonus so it’s easy and cost effective to deliver to multiple clients. This might mean writing a special report or guide once and using it over and over again, or offering an additional writing service that can quickly be completed using existing research. 

Not sure what your free gift with purchase should be? Here are a few ideas for three common freelance writing professions. 

Business-to-Business Copywriting

• Buy three press release writing services and get one free
• Free “quote sheet” with every case study project (just go through the case study and transcript and pull the various quotes into a second document)
• Complimentary guide, such as how to write better Web site copy, 5 ways to use a white paper to generate leads or how to create an in-house style guide, with any new project over $300 (this tactic works best when trying to secure new clients)

Consumer-Focused Writing

• Free 150 word product review when you’re hired to write an 800+ word magazine feature (this offer may appeal to editors with space to fill, deadlines to meet and fewer dollars to spend on freelance writing services )
• Buy five blog posts and get the sixth post free
• Purchase any resume writing service and get a cover letter template free (this is a fantastic offer that can position you above the competition) 

Information Product Producers 

• Free special report with any information product purchase
• Purchase any printed book and receive the e-book version free (this bonus has high perceived value, is easy to deliver and fulfills the buyer’s need for instant gratification)
• Complimentary workbook in PDF format with the purchase of an educational Webinar 

Bonus offers work best when there’s a specific time limit placed on them. Avoid using generalized statements like, “for a limited time only.” Instead, an actual expiration date will compel interested clients or prospects to act sooner rather than later. 

Positioning Your Offer 

Although I’ve been referring to this marketing tactic as a free gift with purchase, depending on the type of writing you do, this may not be the best way to promote your bonus. Consider your audience before crafting an offer. While a consumer may jump on a BOGO special, a VP of marketing for a Fortune 500 company won’t be impressed.  In short, position your offer in a professional manner that speaks the language of your particular prospect.

Freelance copywriters that wish to stay competitive in the changing economic climate need to find creative ways to secure new clients and hold on to existing customers. The free gift with purchase concept adds value to your products or services without taxing your limited time and money resources.

As the economic recession continues, I’ve been seeing more Internet discussions around the need for freelance writing jobs or gigs. But if you’re serious about making a living as a freelance copywriter, instead of looking for new freelance writing jobs, you should be looking for new copywriting clients.

Before I explain why, I’m going to explain how I view the difference between freelance writing jobs, gigs and clients.

In my world, here’s the distinction between these three types of work:

• A freelance writing job is a one-off project that, once completed, creates a closed file
• A freelance writing gig is similar to a job, but may include a series of assignments rather than a single writing task
• A freelance writing client implies a relationship that typically results in on-going work

If you’re a student or have a full time job and are looking to make a little money on the side, freelance writing jobs and gigs are probably a good fit for you. But if you want to earn a living as a freelance copywriter, you really need to focus on finding clients.

Clients Create New Work

Existing clients are your single best source for new work. If you have a lull in your schedule, consider projects that would benefit your clients’ businesses and send them proposals. Here are a few suggestions:

• A client that just released a new version of their software product could use a press release and corresponding web copy (in the form of updating an existing page or adding a new page)
• If your client uses white papers in their marketing efforts, suggest a topic for a new white paper or an initiative to refresh older, existing white papers
• Use your social media savvy to become your client’s voice in the online networking world by offering to be their ghost-Twitterer, set up a Facebook page on their behalf or create and maintain a company blog

While you won’t get a project out of every proposal, you will get some new assignments. More importantly, regularly proposing new copywriting ideas let’s your clients know that they are important to you.

A More Rewarding Copywriting Career

Although I’ve accepted many single assignments from companies with little promise of future work, my financial bread-and-butter – and professional fulfillment – comes from the client relationships I’ve established and continue to foster on a daily basis.

Nothing is more rewarding that having an existing client give me the go-ahead to execute copywriting projects that I propose, or getting an out-of-the-blue call or email about an unexpected assignment.

Trust: The Building Blocks of Future Work

Establishing client relationships requires good communication and a commitment by both parties to meet agreed-on obligations. On the client’s side, that means giving you good project direction and feedback and paying your invoices in a timely manner. On the copywriter’s side, it means always striving to produce your best work – on time and within budget.

When commitments are kept, the resulting trust that is established becomes the building blocks of future work and a client-copywriter relationship that can last for years.

Copywriter Confession: Freelancing from home can be a little lonely. Building relationships with clients, even if they are virtual relationships, makes me feel like I’m part of something bigger than my isolated world. With one-off writing jobs or gigs, that human connection isn’t readily made. If you have a choice, choose clients every time.