Three Overlooked Ways to Find New Clients

by Loren Pritchett

 

It can be tough to build a stable of clients when you begin your writing career, and it's not easy to sustain one, either. Figuring out where and how to sell stories is the first step ... and the next one and the next one. The following tips offer a fresh take on a recurring challenge.  

 

Tap alumni networks.

Join your alumni association to find new clients and receive job posts through their listservs. Most alumni groups allow users to post resumes, company information, and career opportunities. Once you have identified a potential client, make contact (be sure to reference your connection with the alumni network), highlight your experience, and express interest in working with them.

 

Bonnie Newman Davis, a Richmond-based freelance writer, nabbed writing work with the National Urban League through a fellow alumna. "I landed this opportunity from having worked with the NUL's director of public relations, who happened to be a graduate of my alma mater," she said. "I recall mentioning that I'd love to work for the NUL. Next thing I know, I had the assignment."

 

Leverage social networks.

As more Americans log onto social-networking sites, freelance writers can obtain significant exposure by putting professional profiles and work samples online.

 

LinkedIn.com allows users to post a summary of their skills, education and experience -- and connect with like-minded professionals. A LinkedIn profile can help you rub virtual elbows with other writers, collaborate on story ideas, and find jobs. What's more: By reinforcing your ties with existing colleagues, you can increase your chances of being noticed and contacted by new editors.

 

Facebook.com, albeit more focused on users' interests and hobbies than their careers, lets users add previous clients as "friends." Some freelancers use it to stay in touch with their colleagues and provide updates on current assignments. Facebook also allows you to post paid ads that can help attract new clients.

 

New York-based writer Iyna Bort Carusoa two-time Emmy Award Winner, has found the most success with Twitter.com, where users "tweet" updates to those who follow their profile. "For my purposes, Twitter has the most potential. I use it to promote my work, but I also use it to share my expertise. Eighty to ninety percent of my tweets are writing-related," she said. "So I think it is important to maintain focus if you're using social networking for professional purposes."

 

Caruso encourages writers to try to stand out in the crowd by tweeting about their specialties, credits and versatility.  Her recent tweets offer advice on getting the most out of an upcoming American Society of Journalists and Authors (ASJA) convention, let followers know she's taking an InDesign course, and that a productive week for her includes writing seven 30-second cable spots, completing two articles and pitching a new book idea. Tweeting about the projects I'm working on and linking to select articles I've written gives me a chance to showcase my work," she explained. "I think publishing houses like to see you have a large Twitter following as part of a promotional platform." When Caruso posts a link to a story she has written for a publication, her followers drive more traffic to its Web site, she said.

 

Caruso also recommends following the Twitter feeds of editors from the publications that you like. This will give you a better grasp of what kinds of stories they run. "You can better target your queries," Caruso said. Following others will also help you keep an eye out for hot topics and conversations--gossip, commentary and opinions may make good story ideas.

 

Get involved with professional organizations.

Join professional organizations to narrow your focus and zero in on industry professionals. Groups like the Society of Professional Journalists, National Press Club and the Society of American Business Editors and Writers host conferences, online courses, industry events and discussion boards--all of which enable networking.

 

Although mere membership in a professional organization can bolster your resume, Davis stressed the importance of getting involved. "I can't say enough about the benefits of being active in--as opposed to simply belonging to or being a member of--a professional journalism organization. You will gain nothing by just paying your dues and attending a meeting every now and then. You have to take ownership and be involved."

 

One way to be involved is to attend the conferences and courses it offers throughout the year. You'll likely not only learn new skills, but also meet new people. Seize the opportunity to introduce yourself to editors you've already pitched or would like to work with in the future. This is your chance to make a good first impression, one that puts a face on your e-mail correspondence.

 

Caruso said she frequently makes connections at industry events. "If I look at my regular clients, I can see that many came through referrals, so I'd have to say that belonging to professional writers' associations and networking with other freelancers has been my most effective strategy."