Business for Self-Employed Creatives

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One of the trickiest parts of running your business can be finding new clients. So many of us know what we have to offer, but conveying it clearly to the right person at the right time can be challenging.

And a lot of us don’t want to sell. You want the work, but you don’t want to be pushy or gimmicky or come across as desperate. So you spend the time to craft a clever, well-written pitch that you believe will connect. You send it out to your carefully curated list of ideal customers. And then… crickets. So many people don’t even bother to respond, and that leaves you confused, disappointed, and wondering what you could’ve done differently.

Based on what I’ve received lately, and what I’ve heard from other business owners, here are some suggestions for pitching new clients.

01:06 Do your research.

Make sure that the person or company you’re pitching is a good match for your services. Take the time to understand what the business needs and how you’d fit in. It’s really obvious when you’re sending the same generic template to everyone, and that doesn’t usually work.

02:18 Make it about THEM, not you.

The most common mistake I see in pitches is when the vendor makes it about what they’ve done, and what they need, instead of focusing on what they can do for the client. You want to solve a problem for them and make their lives easier. Consider their needs and let them know what you can do for them.

03:11 Personalize it

Let the potential client know why you connect with them – whether it’s a personal experience, a particular set of values, or sharing a similar goal. Why do you want to work with them? Why should they want to work with you? These days, people are looking for much more than a service provider. They want to build relationships with others who resonate with their ideals.

03:53 Be authentic

When pitching a new client, or interviewing for a new job, people have a tendency to say what they think the hiring person wants to hear. This often comes across as rehearsed speeches, catch phrases, and vague descriptions of what they have to offer. But if everyone is basically saying the same thing, what sets you apart? Be honest in your pitch - be who you are and not who you think they want you to be.

05:17 Show your value

The best way to engage new clients is to identify their pain points and offer solutions. Do you have a specific idea for that person’s company? Can you provide a case study that shows the value you provide? Do you have any free resources you can share? You want to keep the email short, but provide options so they can explore further if they want to.

06:04 Make it easy for them to learn about you

People like to find out as much as possible about someone they’re considering hiring, so make it easy for them to find helpful, positive information about you. Your website should be easy to navigate and clearly show what services you offer. Is your LinkedIn page up to date? This is often the first place people go, so it should be as detailed as your resume, if not more. Be sure to include recent projects, clients, credits list, portfolio samples, or whatever is relevant to your industry and the people you’re trying to attract. And don’t forget that they will look for you on social, and everything you post could impact how they perceive you.

07:08 Have strong references

Never underestimate the importance of having strong references available for your potential clients. List them on your resume. Get recommendations on your LinkedIn profile. Post testimonials on your website. It can be uncomfortable to brag about yourself, so let other people do it for you! But, don’t be afraid to acknowledge that you’re good at what you do. People need to know that if they’re going to work with you. It’s important to act confidently so others know they can trust you to get the job done.

08:46 Don’t take it personally

No one likes rejection. It’s hard when you put all this effort into a pitch… just to hear a “no,” or, worse, nothing at all. But it’s important to remember not to take it personally. Rejection isn’t always about you. You never really know what’s going on with the other person, and there could be a number of reasons why it’s not the right time, none of which are about your talent, ability, or personality at all.

09:56 Manage Your Expectations

Pitching new clients isn’t easy. It can be time consuming, nerve-wracking, and frustrating. Remember to manage your expectations. Most email marketing studies in 2020 show average open rates of 20% or lower – that means that only 20% (or less) of people are even opening emails, let alone reading them and converting into clients. So give yourself a break!

10:20 Send it and let it go

Put your best effort into your pitch, hit send, and let it go. Don’t obsess over any lack of response, or beat yourself up thinking you’ve failed. That’s simply not the case. Remember that the time you’re spending is an investment in yourself, and keep trying. You never know who might connect at the right moment and become your next big client.