Tapping Your Network
Whether you’re new to freelancing or already a seasoned pro, approaching people you already know—personally or professionally—about your freelance business is always the best place to start prospecting.
First, people who know you already trust you to some degree (hopefully!). Second, it’s often easier and less stressful to approach people you know than it is to contact complete strangers. And finally, if you’re just getting your freelance career started, talking to friends, colleagues, and relatives about what you do allows you to develop and refine your message in a less threatening environment.
Relatives, Friends, Colleagues, and Potential Partners
Start with the people who know you best. Even if your closest friends can’t take advantage of your expertise, they may know someone who can. For instance, when I was launching my business, I made sure to tell as many friends, colleagues, and relatives as possible. I also got in the habit of taking friends out to lunch or coffee a couple times a month. I would explain my plans and ask them if they could think of anyone who might need the services of a freelance copywriter. Most of these conversations didn’t pay off in terms of landing new business, but a few did.
I remember one in particular where I took a good friend (a freelance marketing professional) out to lunch. After running through my plans, she told me she might know a couple businesses that could use my services. I thanked her for her offer to make some calls on my behalf, but frankly I wasn’t expecting much. Well, a couple months later, she hired me to work on a project for one of her clients. A few weeks after that, she referred me to one of her previous clients, who ended up hiring me on the spot. Four years (and tens of thousands of dollars) later, this company is still a good client of mine!
Current or Previous Employer
Another great—and often overlooked—source of potential work is your current or previous employer. I’m not suggesting you approach your employer while you’re working for them, but they may be worth keeping in mind once you go out on your own. So whenever possible, try to leave on good terms.
Also, when you’re out on your own, you may want to contact other previous employers. Let them know what you’re doing, and ask your contacts there if they can put you in touch with the right individual.
Previous Employer’s Competitors
If your previous employer is not interested or able to hire you as a freelancer, you might want to consider pursuing some of the their competitors—especially if your knowledge and experience in your field make you a very attractive service provider. When pitching your services, be sure to let prospects know right away about your experience and background. Don’t bury this information in your e-mail, letter, or call.
One caveat: be careful that you’re not violating any nondisclosure or noncompete agreements with your previous employer. Consult with an attorney if you have any doubts about this.
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