You may have heard us say it, but we’ll keep repeating it because it’s never been more true: putting your faith in a job or putting your faith in clients coming to you (whether through referrals or job-bidding sites) doesn’t work. In fact, putting your faith in any of those is pretty risky.
The only thing you can count on is a thing you can control. And that’s why prospecting for your own clients is key to building a successful, thriving career.
But it’s one thing to know that and another thing to act on it.
The problem is that many people—maybe you included—are deeply afraid of prospecting clients.
Which makes sense! There are very few people in this world who relish talking to strangers.
And even fewer people who relish not only talking to strangers, but then trying to sell them something!
So if this is your fear, congratulations: You’re in good company.
I also have more good news: This is a very easy fear to dismantle.
Most people think of prospecting as going out and passing out business cards or cold calling businesses. And yes—those two things do sound pretty awful, don’t they?
But those aren’t the most effective ways to prospect. They make a small impact, and they’re haphazard.
The first thing you need is a system. You can’t expect any level of success if your prospecting consists of just reaching out to people when you feel like it or think about it.
In the Comprehensive Copywriting Academy, we teach prospecting as a series of steps that you go through again and again on a regular basis. Instead of knocking on doors or cold calling people, we’ve systematized exactly how to reach out to prospects, nurture them, and close the deal.
And it’s plug and play. You could use our system and say, “Okay, Mondays are going to be prospecting day” and Monday mornings, for an hour or two,
– You do the research
– You craft your prospecting emails
– You send them out
– And then you follow up
It’s so much easier not to talk yourself out of doing this prospecting work because it’s easy and it’s a standard system. There’s nothing scary about it.
And the other key point is that, with a system like this, you don’t even have to talk to anyone until you know they’re at least somewhat interested.
You’re not cold-calling and you’re not walking up to a group of strangers. You’re reaching out via email or mail and it’s only when they’ve indicated that they’re interested that you get on the phone with them.
When you already know they’re interested in hiring you, it’s so much easier to get on the phone. Sure, there are still some people that are going to tell you “no” but you know that you’re not annoying them and that you’re not trying to sell them something they don’t want.
You’re there to solve a problem they understand they need solved.
Prospecting for clients is a common fear…but that doesn’t mean it needs to be a valid fear. In fact, with the right plan, it’s downright easy.
So, your turn: How are you going to up your prospecting game? Let us know in the comments below!
Last Updated on July 5, 2023
Great idea! Honestly, I think emailing is a pretty effective strategy for all the reasons you’ve mentioned, but I’m also not squirmy about cold calling, or even just walking right in. I like challenges, and I think it would force me to develop some skills that could help me grow.
But emailing allows so much more territory to be covered, and all while sipping overly priced lattes in pretentious cafes–my fav!
Hi Nicholas,
Hey, look, if you want to cold call, don’t let me stop you! 🙂 It’s likely that email will be a better use of your time, though, since people are much more willing to open an email from a stranger than to take a call from one…
Thanks for commenting!
Nicki
Writing the right email, would allow me at first, as a newbie, to sound more confident, in order to propose my services, and then, if interested, I believe I could handle a phone conversation with a potential client and narrow down what exactly he is looking for.
Hi Christine,
Absolutely – we’re writers, so why not start with what we’re best at? And remember, a phone conversation is always going to go better if you come prepare with ideas for projects as well as being open to what a client is already thinking about.
Thanks for commenting!
Nicki
Hi Nicki,
I love this strategy for prospecting because I am such an introvert.
When is the best time to start prospecting?
Thanks!
Hi Rebecca,
You can really start prospecting (at least with local, small business clients) as soon as you’ve gotten some of the fundamental principles under your belt. Then, as you build your mastery (along with your portfolio and experience), you’ll be able to start sending pitch emails to all kinds of different clients.
Thanks for commenting!
Nicki
This is totally in my wheelhouse! I work with salesmen & vendors currently and cold-calling is just a huge turn-off to me! I would much rather read a well-crafted email and contact the sender if I’m interested. I’ve sent other prospective emails in the past, so now I want to perfect my game and make sure I’m being as effective as possible when I send them.
Hi Jessica,
Exactly! They’re so much less intrusive than a call – plus, we make sure that the pitch emails you write are full of value for the recipient. It’s the best possible way to show off your skills and introduce yourself. 🙂
Thanks for commenting!
Nicki
I believe that if I am consistent with research, (10 prospects a day) and I send the emails crafted towards their need, then something will come from it. Consistency and well-crafted emails are how to up your prospecting game.
Hi Rebecca,
Absolutely! The big “secret” to success is taking action consistently and persistently. 🙂
Thanks for commenting!
Nicki
I believe that receiving an email of possible interest would be very encouraging and exciting for me, which would help with my confidence level and make calling easier.
Hi Jacki,
Yes – absolutely. A well-written pitch is generally *welcomed* by potential clients—and then, when you talk to them on the phone, it’s so much easier.
Thanks for commenting!
Nicki
I did try a couple of home businesses where I would cold call up to 50 people a day. But I look forward to having a system to prospect and have something of value to them in copywriting. I see this as being easier than the prospecting I’ve done in the past.
Oh, and the two things I used to sell were sales training and judgment recovery!
Hi Charles,
Absolutely – cold calling is a LOT of investment upfront for potentially very little payoff. Our system decreases that upfront time and energy investment and also provides value for your pitch recipient. It’s both easier and better received. 🙂 It sounds like you’ll be in a great place to use your skills for pitching your copywriting services!
Thanks for commenting!
Nicki
“You’re there to solve a problem they understand they need solved.”
With this type of mindset it helps you to not feel like you are bothering or begging someone. You hit it on the head!
Hi Omar,
You’ll never want to go into pitching yourself with the begging or bothering mindset — it’s always about providing value! 🙂
Thanks for commenting!
Nicki
Starting with my “10 a day website search schedule”, I’ll be working to build a list of prospects. My preliminary kick-off sales strategy will be to set myself an initial target database of 200 prospective clients. My “10 a day website search schedule“ should have me zeroing in on my target within about 3 to 4 weeks. This will give me that much time to get that much training under my belt… I’ll adjust my expectations as need be, but that will be my kick-off strategy. Wish me luck!
Hi Art,
Once you dig in, I think you’ll be surprised at just how quickly you can amass that list of 200. 🙂
Thanks for commenting!
Nicki
Hi Nicki, I have no problems making cold calls but not following a script. I also would rather email them. Thanks for all you do.
Hi Beth,
I think you’ll find that emailing (as the first step) is so much faster and easier – and also much better received by your prospects. But keep your calling skills handy for when you’re talking with clients who are interested in hiring you! 🙂
Thanks for commenting!
Nicki
I am so nervous talking to new people. I always feel more confident when I can just send a written message.
When I am closer to this step in CCA I will definitely schedule some time each week for pitching.
Thank you for the great tips!
Hi Maria,
Agreed! It can be nerve-wracking to talk to new people —- especially when you hope they’re going to hire you! Sending an email is much easier *and* the kind of email you send is non-salesy and packed with value so that it’s much more welcomed by the recipient. And good for you for committing to schedule the time! It’ll make a huge difference in your business.
Thanks for commenting!
Nicki
I used to work as a sales person at a well-known retail company. Walking up to strangers to help them with things was rarely a concern for me, but I know they were always skeptical about my choice to have a conversation with them. I really like your email approach, especially making it specific to their company’s needs. It definitely feels more personal and like you actually care about helping them improve their business (while creating business of your own). I’m going to definitely choose a day each week to send prospect emails. Such a great way to continue building new business.
Hi Courtney,
I’m so glad it makes sense to you! And you’ll already be ahead of the game by not having any qualms at all about reaching out to people. 🙂
Thanks for commenting!
Nicki
I am looking forward to learning how to write an effective email and find valud email addreses!!
This makes sense to me. Cold calling might make me feel I’m being a nuisance. Getting interested clients reaching out to me sounds much more productive,
Absolutely, Danny! There’s a major difference between showing the value you have to add and begging for work. Thanks for commenting! 🙂
I am a current CCA student, I love love love this advice. I think of the cold calls I receive, and they are often telemarketers. They irk me and are bothersome, so that has been my concern about cold calling prospects when I get to that point. I love this system and appreciate the advice. Thanks for everything.
Glad we can help! It is definitely outside of the comfort zone for many people.
I think the email approach is great! It will allow me to reach out with ideas for new clients without the influence of nerves. Thank you for the advice!
I will love the email approach. Build confidence.
Yes! So glad you enjoyed the post!
Your approach to getting clients through emailing really made sense to me. So many other copywriters push cold calling. I just wasn’t sure if I could do this. I’ve been thinking about copywriting for a while now. This one of the deciding factors in helping me to make up my mind to join the CCA and really go after it. Just joined about 2 weeks ago. Thanks for all you do.
We are so glad you found the CCA and are thrilled to have you in the course!
I am 46 and have been a sales rep about 15 years. I love cold emailing. And nowadays “Facebook messaging” too. I absolutely hate prospecting door to door. In fact I have huge anxiety about it. Problem is, my office EXPECTS me to do walk ins between my booked appts. How do I tell them my way works too??
Hi Jennifer! I feel your pain just thinking about going door to door. The best way to show your employer that your way works just as well (if not better) is to prove it with numbers/results. Of course, ultimately, they’re the boss … so if they want you to pound the pavement to prospect for new clients, I’m not sure how much choice you have in the matter. But if you can put some data together proving your methods are effective, you might be able to take it to a higher-up and see what’s possible. Just a thought! 🙂