Last night, a client I hadn’t heard from in just over a year emailed me to ask about rates for a new job. This is not the first time this has happened. I get a lot of repeat business from old clients and a few referrals as well. This is a gold mine for the freelance writer, and it’s something we all have to chase.
Freelancing has a lot of hidden costs that are not always reflected in the price we charge to clients. The time you spend making bids and chasing new business is often time where you don’t earn – and it’s essential to do it if you want your writing business to keep on growing. When a client comes back to you because he or she has been happy with your previous work, then that’s one set of marketing you don’t have to do. When that client refers someone else to you, you don’t have to work as hard to convince the new client of your value. In other words, you have been pre-sold, and you can get on with doing the work and take a break from promotion. (Please note: any break from promotion should be temporary).
So, how do you get more referral and repeat business? Sometimes all you have to do to get referrals is to ask. When a client is happy with your services and has paid you, make a referral request part of your followup. I usually thank clients for paying, especially if it’s prompt, and it’s easy to say something like: ‘Please pass on my details to others who need writing services’.
Another part of my follow up includes asking for a testimonial to put on my website. When people find my site, they can see that other clients have been happy, which makes it easier for them to think about commissioning writing from me.
For repeats, all I do is send out an email every six months or so, reminding clients that I exist. It could be a case of letting them know that I’m offering a new service, or simply enquiring whether the last piece of work I did for them had the desired effect. It’s about making contact and getting personal.
This strategy really pays off. So far this year, I have had a good mix of new business from referrals and business from repeat clients. Of course, I don’t stop looking for new opportunities. Today’s new client might give me tomorrow’s referral or repeat business.
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This is a really good strategy and one I have not mastered. It takes a few extra steps to get the repeat business but in the end, it’s a lot easier than getting new work so I think I’ve been missing out.
It’s definitely worth pursuing, Katherine. By now, you must have a lot of people who would give you repeat work.
Sharon, this is a great tip. I have built up a healthy referral business. My tips are writing a handwritten note thanking clients for choosing me (and when they don’t), and from time to time dropping a note (again handwritten) with something of interest to them (article clipping, quote, or even a Happy Anniversary). I also write to thank them for referrals. The handwritten notes offer a personal touch and have worked really well for me.
That’s an excellent tip, Karen. My handwriting would do me more harm than good, though. It’s atrocious!
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