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As a freelance copywriter, you’ll come across a lot of people interested in your writing - but only a small percentage of them will actually use your services. While this can seem frustrating at times, it shouldn’t be. You’re not in this business to make quick business with many - you’re in it to forge strong relationships with a few.

If you’re wondering why so many people show interest in your work but so few buy, consider all the variables that have a role in “buying”.

• Value: How much is your prospect able to make by using you? Will your writing actually sell something or be used for another reason? The more you can make them, the more they’ll be willing to pay.
• Competition: Are there other writers they use - either in-house or freelance - that would be considered for this same job? While other writers might not do exactly what you do…your prospects might not understand the differences. How can you stand apart to justify the “buy”?
• Expertise: Have you proven yourself capable of accomplishing exactly what they’re looking for? While they probably agree you’re a good writer, you might not have any samples for the type of work they need. There are major differences between fiction writing and copywriting, research papers and auto-responders, web content and white papers, etc. By targeting prospects who fit your niche, you’ll have a much higher closing rate.
• Referrals/Testimonials: People love to hear about your abilities from somebody other than yourself. A referral can often get you a dream job that you couldn’t imagine getting otherwise. While you can’t control your referrals, you should certainly show off your testimonials. Consider putting a testimonial from recognized individual or company on your business card and website.
• Timing: Many times a prospective client will be interested in working with you, just not yet. They might like your samples and prompt communication, but maybe they simply don’t have work. While a prospect might have a large project on the go, most businesses would rather try a new person out with something a bit smaller.

There are many other factors out there. If you know one I’ve missed, please post it in the comments section and I’ll update this post with your comment and a link to your site.

So What Does This Mean to You?

Okay, so I’ve given you a few reasons why people won’t necessarily buy right away. But what does this mean?

It means that building a clientele is a process. It isn’t your job to sell people on your services, it’s your job to build lasting relationships with companies and individuals that will value YOU.

When you offer the same service as thousands of others, you’ll never win and keep a customer based on price. In fact, even incredible writers find it impossible to consistently win on ROI (return on investment).

The two most important factors in freelance writing are: establishing a strong relationship built on trust and producing valuable work on a consistent basis.

What do you think?

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