It’s one of those stories that I tell all the time…
Imagine this: a potential client calls you up. They love your work and want to hire you, but they ask a question you’ve never been asked before:
“How much would you charge for a monthly retainer?”
What do you say?
My foolish answer? “I have no idea, nobody’s ever asked me that before!”
Thankfully, he laughed. And so began my first six-figure year as a copywriter in 2013.
A lot of writers will hear that story and assume I went into that conversation with any of the following:
- A killer portfolio that blew them away
- A mutual who put in a good word for me
- Unbelievable good luck
Truth is, I had none of those things (okay, maybe the luck).
I actually just happened to tick off all the boxes that clients are looking for before hiring a freelance writer.
If you want to get hired, you need to check these boxes off.
The good news is, they are entirely within your control.
Why are these so important?
Many writers assume that they aren’t getting hired because their writing samples are poor.
That might be the case sometimes, but there’s usually more going on than that.
That’s why it’s so important to make sure you have all of these things covered.
Put yourself in the client’s shoes: hiring a writer is a risk, pure and simple.
A lousy writer (at least a lousy fit) costs a client a ton of time, headache, and money.
Look at that last one for a second – I’m not just talking about your fee.
Running copy costs money! Every time you get an email from somebody, it cost somebody money.
Emails, social, advertising, sales promotions… all of it can get very expensive for a business.
That’s why clients are so risk-averse.
And it’s your job to put them at ease and make them feel that not only are you low-risk to hire, but you’re also worth more than the risk.
Here are the 5 things clients are looking for from you before they pull the trigger on a new working arrangement:
#1. Competence
Notice I said “competence”, not “excellence”.
I did that on purpose.
A great portfolio can certainly mask a lot of other shortcomings.
But if you’re struggling to get work, your biggest focus is most likely not your portfolio.
When you start with a new client, they are going to train you up in how to write copy for their brand (again, that “time” risk).
They can teach you the ins and outs of their copy style, and 99% of clients are more than willing to do that.
But they can’t be your English teacher!
If your copy is loaded with capitalization mistakes, typos, and grammatical errors, you’re not getting clients.
Just make sure that your portfolio shows off some solid, competent work that demonstrates you know at least the basics, and it won’t keep you from getting work on its own.
#2. Confidence
The age-old question when I was in high school and college was, “Why do girls go out with jerks and losers?”
It seemed that the biggest screw-ups who added nothing to society always had the hottest girls in school on their arms.
Why? Don’t the girls recognize that this guy isn’t worth their time?
Well, not always, and there’s a reason for that: confidence.
Girls were always attracted to guys who were comfortable in their own skin – guys who projected a self-assuredness that made everyone around them feel good.
(This is why I hated dating, by the way. I have zero self confidence!)
Clients are also looking for this.
They’ll never admit it. They might not even realize it.
But a client will be drawn to a writer who has confidence in their ability to succeed in the working relationship, and is secure in their skills.
So many deals fall apart simply because the writer is either A) so unsure of his/her skills that they project that uncertainty into the conversation, or B) so desperate for work that they come across as too eager to please.
It’s a vibe clients can feel immediately. If you don’t believe in your ability to deliver, why should they?
Both of these stinks repel a client and torpedo your chances.
You don’t have to boast. But you do have to be self-assured to some degree. A calm, confident demeanor keeps a client on the hook.
#3. Compatibility
My copy has done well over the years.
I’ve sold millions of dollars’ worth of offers.
I won’t say I’m God’s Gift to Copywriting, but I’m a solid writer.
I’ve also worked with some of the biggest names in copywriting – clients who are happy and able to pay tens of thousands of dollars on good copy because they know they can generate a return on it.
Some of these clients have thrived with me.
Others have struggled with me and fired me.
See, there’s the nuts-and-bolts, everything-works-on-paper nature of business.
There’s also fit.
Some clients just don’t fit with some freelancers. And that’s okay.
Your style of working may not jive with the process that the client has in place.
Your personalities might clash.
You might just have a different approach to copy and business.
Neither side is wrong… but they can’t work together long-term.
This is the nature of freelancing.
Clients are always looking for not just a great copywriter, but also a great person to work with.
Here’s a move that instantly separates you from 90% of other freelancers: insist on a brief Zoom call to discuss the working relationship.
Frame it like this: “Before we move forward, I’d like to have a quick 15-minute chat to make sure our working styles are a great fit for a successful long-term partnership.”
This small step flips the script from “freelancer trying to get paid” to “potential business partner who wants to benefit the client”.
How do you demonstrate compatibility? Heck, you can just be like Andy Bernard in The Office and do a little personality mirroring. Bring the same energy to the call as they do.
A pleasant, confident attitude can at least show the client that you could be a good fit together.
#4. Cost
I’m keeping this lower on the list because it’s always the be-all, end-all.
The reality is there, though. If a client doesn’t have the budget for your services, you’re out of luck.
That doesn’t mean you have to cut and run.
You could communicate to the client that there’s room to negotiate. I’ve taken deals like that in the past. Often you can find a number that everybody is happy with.
There’s always the cost factor. Sometimes you can’t do much about that (other than make sure you’re targeting quality clients that have budgets).
So it’s on the list, but I keep it pretty far down.
#5. Communication
This one is harder to express in negotiations, but it’s a policy that needs to be focused on.
A client doesn’t want to feel like they have to hunt you down for information.
They also don’t want to be concerned about your reliability.
Being a remote freelancer means they can’t go to your desk when they need something.
So you have to be on top of communication with them.
If you say you’re going to send them something, you’d better do it within 24 hours.
If they send you an email, you’d better reply same-day or first thing the next business day.
Set the expectation that you will communicate with them when there’s a need.
They can’t have any doubt in their mind that you will.
Soft skills are the hardest to learn – but pay off the most
I’ve said in the past that my job as a waiter for several years taught me the soft skills I use every day as a freelance writer.
So many courses and gurus out there are promoting AI tools, copywriting formulas, and “personal brand” stuff because it’s a lot easier to teach those things than to teach someone how to be likable and connect with a client.
But that likability is what will drive thousands of dollars’ worth of business for you over the years if you can get it down.
Imagine what your freelance life looks like when you master these skills.
Clients who not only respect your deadlines but eagerly seek your strategic input.
Confidently quoting retainer fees because you’re seen as a low-risk, high-value partner, not just a writer for hire.
More work… but also better work.
And a career where you’re much more in control.
Put in some effort to come across as a freelancer that will be reliable and pleasant to work with and you’d be shocked at how stable your business becomes.
