Landing Local Clients — With A Twist!

Congratulations to our “Learn, Try, Win” Challenge Grand Prize Winner Wendy Howarter! By sharing her story here, Wendy unlocked a $500 cash prize, and will also be featured in a special guest interview with PWA Director Jen Adams.

To follow Wendy’s career online, you can connect with her on LinkedIn.

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As 2020 was winding down, I was searching for the proverbial silver lining in a year of negativity. Having recently changed my niche to legal writing, I was studying the Digital Copywriter’s Handbook to improve my skills and help my legal clients succeed in 2021. 

The problem was, I didn’t have many clients. 

I needed a way to generate clients… a fresh, new strategy to get myself out there… a challenge. That’s when the Professional Writers Alliance launched a contest focused on landing new writing clients. The timing was perfect.

The first phase of the Learn, Try, Win Writing Challenge involved reading four articles explaining different methods to land new clients. As I considered which method to try, fate stepped in. 

When the Planets Align

My journey actually started a few months before the challenge when I was asked to give an interview for a new AWAI course. I have always believed in helping others, not because you want something in return, but because it’s the right thing to do. So, even though I didn’t expect anything in return, I jumped at the interview opportunity. 

Then in January, I was contacted by a fellow copywriter who saw my interview and knew I wanted to write for law firms. She had been asked to write a new law firm website, but she didn’t feel comfortable accepting the job. Instead, she reached out to ask if I would be interested.

She also invited me to attend a virtual meeting of her local networking group a few days later. Although the group normally met in person in St. Louis, the meetings were now completely virtual and open to visitors. I joined the Zoom call and met business people from a variety of industries who welcomed me like I was an old friend. 

Another Link in the Chain

At that first networking meeting, I learned about another St. Louis virtual networking event two days later. That event involved almost 200 people. I immediately signed up!

After the big event, I made a list of potential clients, researched their websites, and sent connection requests on LinkedIn. I mentioned the networking event we both attended in my invitation and about 90% of the people I messaged responded and accepted my request.

I was also invited to yet another St. Louis networking meeting where I met a new group of business people. During February, I had nine discovery Zoom calls with potential clients or referrals. In the end, after approximately five hours of virtual socializing and follow up with potential clients… 

• two law firms asked me to submit a written proposal – one accepted my proposal right away and the other just accepted two days ago
• two web designers asked for a Zoom call – one requested writing samples for a potential future project, and 
• I made several connections with professionals I can team up with for future projects.

Now I know this sounds like I just followed the tried and true local marketing strategy suggested by Jen Adams in her article, “Take the Local Option,” but my story has a twist. 

You see, I don’t live in St. Louis. I live in Colombia, South America.

The Good, the Bad, and the Opportunity

One of the best things that helped my writing career in 2020 was the worldwide shift to virtual meetings and working from home. As a result, more industries understand that businesses can flourish without face-to-face meetings. 

All of my “local” marketing efforts in the St. Louis area were possible because of Zoom, internet communications, LinkedIn, and other platforms that allowed me to “be in the room” with potential clients or referral sources. 

When others learned that I live overseas, my physical location wasn’t a roadblock to working together. I had the opportunity to meet hundreds of businesspeople in a very short time with no out-of-pocket expense. 

Unfortunately, once the world returns to a new normal business climate, the networking meetings I attended will return to in-person events and I will not be able to attend. I’m currently looking for a group that will continue their meetings virtually. Eventually, if I join a virtual group, I will have to pay an annual cost to attend.

One potential downside with local marketing groups is not being able to control who joins and who you may meet. On the flip side though, if you meet someone who doesn’t need your services, they may know someone else who does. So it’s still worth getting to know a lot of people and trying to help each other’s business grow.

By accepting this business-building challenge: 

• I grew my business network by giving a free interview where one person introduced me to another person, who invited me to a group meeting, which led to a huge marketing event. 
• I established a reputation in the St. Louis area even though I don’t live there.
• I met other professionals in related businesses that I can call on when I need to partner with a web designer, video producer, or web developer. I can also refer a project to another writer who is a better fit.
• I am building my portfolio of writing projects and satisfied clients.
• I have the potential to build a stream of new connections in different cities through more virtual networking events.

PWA Bonus: A Client Found Me!

Turns out having a PWA premium profile on the Direct Response Job Search Board really can pay off! During my local networking efforts, a legal marketing agency owner saw my profile on the Direct Response Job Board and reached out to me. After requesting a written proposal for different writing projects, she accepted my proposal and I submitted my first project at the end of February.

Maintaining Momentum 

As a result of this challenge, I plan to connect with other online networking communities and local Chambers of Commerce to meet more people and see how we can help each other. I will also follow up with the contacts I recently made to continue expanding my connections on LinkedIn. 

Once I have a few projects under my belt, I’ll circle back to my satisfied clients to see if they need any other work, or if they know anyone who may need my legal writing services. My new challenge is finding time to network since I’m so busy with new writing projects. It’s a good problem to have.

Tips and Takeaways From Taking the Local Option

In the past two months, by expanding my local network I’ve seen my business simply explode. Here are four takeaways that may help you achieve your version of the writer’s life.

• Be open to every opportunity even if you think it’s not a direct route to success.
• Be generous with your time and talents and be a good person that others will want to meet and maybe work with.
• Help others succeed and they may be able to help you in return.
• Look for hidden opportunities like virtual meetings, community groups, neighborhood activities, and other ways to meet people. You never know where you’ll find your next client or a referral who will open a world of business for you. 

With so many copywriting opportunities available right now, if you diligently market your services, 2021 can be your best year ever. Your career can change in a matter of weeks or days if you choose a plan and stick to it.