As our students can attest, when you land your first few clients you feel elation followed very quickly by panic. (Which, by the way, does subside and occurs much less often as you land more and more clients.)
The reason for this panic is that it’s now time to walk the walk as well as you talk the talk—to actually do the work you’ve been practicing and preparing for. And that’s natural; once you’ve gotten through your first few projects and have proven to yourself that you can do it (spoiler alert: you can), that nervousness will abate.
Embrace Your Expertise
But that panic also comes up for another reason: You’re forgetting that YOU are the expert. When we’re trying to pitch and land clients, it can be easy to focus on what we want (the work) and forget that we are actually offering them a valuable service.
In other words, they’re not doing you a favor by hiring you; they’re hiring you because they need your valuable help.
Your client is not a marketing or copywriting expert.
(Unless you’re working for a creative director, of course, but that’s a slightly different scenario. Even then—you were hired for a reason.)
Because your client is not a marketing or copywriting expert, they have HIRED a copywriting expert to help them: you.
They need that expert (you) to guide them when it comes to their projects.
Pro Tip: Ask Them Why
When your copywriting client says, “I need you to rewrite my website,” you ask, “Why? What are you hoping to accomplish?”
Getting at your clients’ wants and needs helps ensure you craft copy that actually meets those wants and needs!
Just the way a homeowner may have a general idea about what projects done but looks to a construction contractor for advice and guidance, your clients will look to you.
When you’re discussing a project with a client, don’t be shy to share ideas or recommendations. That insight you offer is incredibly valuable to your clients because they don’t have that same insight or expertise themselves.
Even when you haven’t yet landed many clients, your studying and practice give you insight into best practices that your client doesn’t know and key marketing opportunities that your client doesn’t know to look for.
For example, a client may have been told by their business coach that they need a “sales funnel” but they don’t necessarily know what that entails, how many emails that should include, how to get people into it and where to send people after it.
Just because a client tells you “I need a sales funnel” doesn’t mean they actually have a full and complete understanding of the project.
You’ve done the studying and the practicing and the honing of your skills to get to this point. And, yes, you’ll likely be nervous when you land your first few copywriting clients.
But never forget: You are the expert and they need the expertise that you offer. The only way you can do them a disservice is by not sharing that expertise and insight with them.
Watch This: How To Calm Your Nerves for a Client Call
In this episode of the Build Your Copywriting podcast, Nicki and Kate walk through tips to help you calm your nerves for discovery calls with prospective clients as well as reduce any anxiety that may come before kicking off a project with a client who wants to work with you.
Your Turn
What makes you nervous about landing clients? Have you developed any techniques for getting over the nerves? Let us know in the comments below.
Last Updated on October 22, 2023
I get nervous as I delve into new services categories full throttle.
I recently started managing SEO campaigns after running them for agencies for years. Expectation management is huge in this arena, and I am trying to be as agile and reassuring as possible.
I am also educating the client along the way and creating content to address questions for future reference as I take on more projects.
Hi Jen,
That’s completely natural – and it will definitely get better. And good for you for recognizing how crucial educating your client and managing their expectations is! You’re clearly doing a great job of offering your expertise and I’m sure your clients value you for it. That’s great for them…and great for your business. 🙂
Thanks for commenting!
Nicki
I am enrolled in the academy and just finished the module about finding small business clients. While I know several business owners in my area, they are all closed right now and have laid off staff due to Covid. How can I pitch, when the only way they are surviving is by hoping that the landlord is gracious and waives their rent? Is there another approach I am not thinking of?
Hi Renee,
It’s definitely true that some businesses have closed down, but certainly not all of them! Many are focused on selling and delivering services online now. Remember that your purpose as a copywriter is to help them build their businesses—to provide services that help them increase their revenue. You’re not asking them to do you a favor by hiring you; you’re providing a service that will help them survive during this weird time. Does that make sense?
Thanks for commenting!
Nicki
I’m one of those that were very badly affected by the pandemic, which is why I’m trying to benefit from today’s opportunities.
Just to share an experience of about a month ago: I called a prospective client to whom I’d already spoken, and whom I’ve known forever. He wasn’t expecting the call, but I knew he’d listen. Unfortunately, as I began speaking, I stumbled a bit and I started losing my cool and actually forgot to be concise. Before I knew it, he said sorry, he had to go somewhere .. so I graciously released him and assured him I’d call later.
Because he’s a very good client and has integrity (in my other freelance activity), I knew I couldn’t blow this chance. So I immediately texted him on whatsapp and gave him a very brief (and to the point) account of the ways in which I could hone his publicity. To show him how valuable I’d be to his business, I outlined the different media through which I could improve his branding, and briefly explained the relevance of copywriting.
Since he’s a friend, I informed him that I was learning and I hoped to gain from the experience.
He then responded that he was interested, and that we should meet “soonest”.
Now I understand the importance of being ready for the initial client call.
Well done, congratulations! Great job helping the client see your value!