Last week, I had an interesting chat with a woman who is relatively new to freelance copywriting. She told me about how she launched her business after a ten year career in PR and communications.
“Frankly, my corporate job was going nowhere fast,” she said. “So I decided to jump into freelancing with both feet.”
She quit her job. Ordered some business cards and letterhead. Set up a website. And began an aggressive outreach program to land what she hoped would be the first of many clients.
She contacted everyone in her network to announce the news about her new business – former colleagues, professional acquaintances, friends, family. “Even our lawn care company got letter from me,” she joked.
Then she wrote and published a short special report related to her specialty (which is, coincidently, writing special reports) and mailed it out, with a cover letter, to a targeted list of prospects.
But she didn’t stop there.
Soon after that mailing, she began a daily program of contacting prospects by email and other means and introducing herself and her freelance services to them. Over a period of three months or so, she reached out to more than 400 prospects this way.
And if that weren’t enough, she also became active on two LinkedIn groups where she was able to connect with more prospects, as well as a few potential referral sources.
After four months of this kind of hard work and determination, you’d think she would have attracted all the clients she could handle.
But that wasn’t the case.
In fact, although she had several “hot prospects” in the pipeline, and was building a enviable network of professional contacts, she had yet to land a single client.
Was she discouraged? You bet she was!
Was she ready to give up? I’m not sure. (I was afraid to ask!)
But then something interesting happened…
Within a two week period – actually a two week period just last month – she landed not one but three new clients.
The first two were prospects she had originally introduced herself to months ago (and stayed in touched with.) The third came by way of a referral.
One of those clients retained her for five sizable copywriting projects to be completed over the next year.
Now her business is bursting at the seams. Imagine if she had called it quits after the second month of massive effort? Or the third? Or the fourth?
Hmm.
The title of this article is “When should you give up?” But I confess, I don’t know the answer.
But what I do know is that most people – especially we solo professionals – tend to give up too soon rather than too late.
And that’s encouraging.
Hi Steve,
Thanks for sharing this! It’s an important read for freelancers and a reminder that you have to work hard to be successful, and be patient. Then, once you are successful, you have to stay persistent in your marketing – even when you’re busy! I’m impressed with how hard the featured copywriter here worked. Too many freelancers stop after those first couple of steps she took. After all, as a freelancer, you’re starting your own business and it takes diligence and time to grow – and getting out of your comfort zone.
As for the question of when to quit, I agree it’s different for each person. But if you have the funds to keep at it for a bit, put in the time and hard work and you just never know where it will go.
Hi Casey,
I agree. In my experience, most people launching a freelance business give up too soon. I think it was Tony Robbins who said, “If you haven’t taken massive action toward achieving your goal, you’ll never know if you could have made it.”
Steve
This is inspiring. I have heard something like this, when you’re starting a business or trying to take it to the next level, plan on spending at least 100 days of consistent effort.
That’s great advice, Betty.
I needed to hear this. I swing from ecstatic highs–people giving positive feedback on my business model, my press release published in the local paper last week, possible clients telling me they might have a need for me–to Death Valley lows–no money coming in, no messages in the e-mail folder, possible clients telling me they might have a need for me.
I haven’t been at it long enough, but I’m going to keep working and I believe, soon enough, clients will hire me. It sure beats teaching at-risk 7th graders.
Hi Scot. I’m glad your not giving up.
I’ll tell you when it’s time to give up. Never … if, 1) You know you can do the work, 2) You know there are clients who need the work done, 3) You have the self-discipline to market yourself. If those three things are in play, it’s just a matter of time before you’re working and turning people away …
This is an excellent insight, Katherine. In fact, I’d like to use it in an upcoming article or workshop. I’ll credit you fully. Okay with you?
Of course. Flattered. Thank you!
My mentor told me there will be Hundreds of hours of work and marketing myself, and that it may not take off near as quickly as I thought it would. He said to be ready for that. It’s often like this.
What has stayed with me through these months is his counsel:
“Do you know the difference between copywriters that succeed and those that don’t? The ones that succeed didn’t quit. If you keep at it, you will make it.”
Sometimes you do have to know when it’s time to dial it back.It is very easy to say never quit. I created a special report that dis very well and got me client and a big mailing list. I decided not to leave my day job until the money was coming in sufficiently from my writing. However that meant I was working day and night and weeends plus it was almost impossible to market and talk to clients during the day (I refused to canvas on my employer’s time as that was unethical).It’s a catch 22 situation and after a while I decided I didn’t want the stress and I dialed it right back and do only special writing projects now. You have to have focus and not give up and really want it. And sometimes you have to call “time” it is different for everyone. I still use my writing skills and do the odd writing job, and I learned a lot. Also be sure you nurture people on your newsletter as part of your marketing.
You make a very good point, Nicky. It’s very easy to become the victim of your own success. I know that’s happened to me a few times over the years. I remember several years ago having more copywriting project than I can handle. I was working for six to six every day — plus a few weekends — to keep up. I was making money but I was miserable. Yet, I was afraid to walk away from steady work with good clients. I created my own golden handcuffs.
A business coach I respect, Jane Atkinson, once told me, “You must make your business perfect for you.. whatever perfect is for you.” It sounds like you’ve done that, Nicky. Congratulations!
Hi Nicky. Great to hear from you! It’s been a while.
My friend Jane Akinson, a business coach, once told me, “You must make your business perfect for you.” I have to keep reminding myself of that. There have been many, many times where I’ve had to make the tough decision to scale back — and I’ve always been glad I did.
Hi Steve,
Very inspiring discussion, both from you and your readers. I am reading your articles for the first time. I wish to get into writing seriously. I have done it on a very small scale so far. I am sure I will be reading a lot more on your website. Thank you.