Secret #1: You Will Lose Copywriting Clients Even If You Provide Fabulous Results

Everyone loses a client eventually. Here’s how to prepare.

The week after I returned from AWAI Boot Camp in 2004, I was laid off from my job due to budget constraints. But instead of walking out of the office crying, I thought fast (gulp!) and turned this situation into an opportunity.

By stressing the benefits of rehiring me as a consultant instead of being a full-time employee, my past employer became my first client. And over 12 years later, my copywriting business is still going strong.

With this in mind, I’d like to share with you some of the things I’ve learned along the way. In this four-part series, you’re going to learn some of the secrets you seldom hear about running your own copywriting business and how to deal with them for the best results.

Are you ready?

The first secret is: You will lose copywriting clients even if you provide fabulous results.

You communicate with your clients, conduct extensive research, and create fantastic copy that helps them exceed their sales goals. You love working with them, and they think you are a rock star.

But then … you get the call.

There is a national health issue, and the FDA recalls all of your client’s products as a general protection measure. And even though your client’s products are perfectly safe and post no threat whatsoever, the recall costs them millions of dollars in lost sales, unnecessary legal fees, and more. Bankruptcy looms. Your client ends your contract abruptly.

Yes, you did a fantastic job, but this is something completely out of your control. Ugh.

I’m sorry to say it, but this is a cruel fact about running your own business. Things happen.

So what can you do about it?

1. Curl up in a ball and cry;
2. Start looking for a full-time job; or
3. Don’t bat an eyelash because you are prepared for this situation.

Well, you might take part in A for a little while, but of course, the correct answer is C. Be a smart business owner and prepare for the worst. Here’s how …

3 Tips to Prepare for “That” Call from Your Client.

1. Constantly market your services.

   You never know what life will throw at you so always look for new clients. Review all the marketing tips on the PWA website for help. This includes keeping your website and marketing materials fresh and ready to go.

   Network with all your connections and provide information on what you have to offer. Ask for referrals. Keep your funnel for potential new business open at all times.

2. Watch industry news.

   If you are a good copywriter, you review your clients’ industry, competitors, and news on a regular basis. By doing this, you get great ideas for your copywriting projects so you can provide results. But more important, you can see looming potential issues.

   If there is trouble ahead, you can prepare your clients accordingly and develop the right messaging in advance. Plus, you can see how this development changes your relationship with your clients and increases your marketing efforts accordingly.

3. Have an extra client.

   If you are comfortable with your workload, you need to increase it. Always have an extra client on hand. We all know the saying, “Don’t keep all your eggs in one basket.” And this is very true when you run your own business.

   While it’s much easier to be on retainer for a favorite client, you need to ask yourself …

   “What would happen if disaster strikes and I lose this client?”

   Be prepared and have more clients than you need.

Avoid Unnecessary Hardship.

While you might have a list of great clients and think you can relax, don’t do it. That’s usually when disaster strikes, and two of your top clients have to end their contract at the last minute … and on the same day!

Ask yourself regularly:

If you lost your top clients today, what would you do?

Do you have money coming in from an “extra client” until more work comes in?

Do you have potential new customers you can contact immediately?

While this might not be something you want to think about, you need to be ready for the worst-case scenario. There are many rosy stories out there about copywriters who are on retainer for a big company, make lots of money, enjoy their work, and have fun traveling. Yes, this happens a lot.

But at the same time, life is unpredictable. Prepare for that dreaded call from your favorite client no matter how great things are going. Not only will you feel more relaxed, but you’ll be able to grow your copywriting business and enjoy success for many years to come!

Ready for the next secret? Check back soon …