We all have dream clients: Companies that are so cool or so interesting or so inspiring that it would rock our worlds to write with them.
And maybe you can even expand that to a whole group or list of clients that seem interesting or exciting. They certainly don’t need to fall into the same niche (and probably shouldn’t!), but they appeal to you personally.
But they shouldn’t encompass your entire client list. There are four very important reasons to work with clients that don’t initially interest or excite you.
First, let’s just be practical here: There are a whole lot more clients in the world than just the ones you’re interested in and limiting yourself is going to limit your business. Why impose a limit on your business??
Second, challenge is good for you as a person and especially as a copywriter. Remember that a big part of your job is putting yourself in the target audience’s shoes, and if that’s not a perspective you naturally have it’ll be a great growth experience. As a copywriter, you’re tasked with making a message interesting to the target audience, even if you, personally, don’t find it interesting.
Learning how to make something interesting to a group that you don’t innately understand is a VERY important skill to develop as a copywriter.
Third, there’s a good chance that once you once you dig in and learn more about companies, what they’re offering, why they’re offering it, and why their target audiences want it, you WILL find it interesting. One of my most interesting clients ended up being a residential tractor company! I would have NEVER thought I’d be interested in it at the outset, but learning more about what they had to offer, the unique subset of people that were looking for that unusual product, and WHY they wanted it became fascinating.
Fourth, having a variety of work for a variety of different types of clients broadens your client base, of course, but it also broadens the types of work in your portfolio—and that makes you much more interesting and appealing to other types of clients. Remember, you’ll get the most success by demonstrating the depth and breadth of your skill in your portfolio and working with clients you’re not initially “wowed” by can do just that.
So there you have it! Have I convinced you? Are you open to working with clients outside of your “dream” list? Let me know in the comments below!