What Clients Do You Want?
Life’s more fun when you dig the same drum.
When I first went solo, my answer to this question was ANYONE!
As I got established, I gained the power to choose.
I’ve since sacked a few clients for wilful misconduct and worrying affiliations.
But it took me 12 years to sit down and describe my preferred client.
I should’ve done it at the start.
Opportunity Knocks
This wasn’t one of my smart, proactive, business building initiatives. I only did it because someone asked me.
A web boffin was exploring the possibility of working with me.
Part of her first email said:
I’m looking for a copywriter interested in a strategic alliance (referring clients etc).
Part of my reply said:
Cool! I like to focus on content, and leave the tech stuff to people who know what they’re doing.
She replied:
Is there an area you specialise in, or do you accept clients from all areas? Do you have a preference for company size? I read that you handle everything from web copy to press releases. Do you have any preference what you write? Anything else I need to know before I send clients your way?
Unleashed Torrent
No one had ever asked me this before. I thought for a second, then the words poured out:
If a client has something truthful, meaningful and ethical to communicate to its staff, customers, shareholders or observers, I’m in.
I can do every kind of communication, from email signoffs to government tenders.
I like job ads, policy manuals, media releases, case studies, job descriptions, websites, user guides and annual reports.
I’m less keen on resumes, directories, TV ads, catalogues and mission statements.
I like writing about eco-friendly engineering projects.
I don’t like mining, defence, nuclear or automotive (unless sustainable) work.
I love writing for local councils, because their stuff is usually so bad I look like a genius!
Attached is my manifesto, which should provide further insight.
Here are some of my current clients. thinkGROWTH is my favourite.
She said:
Thanks Paul – good to have this for reference.
And she was right.
Golly!
It all came out so clear and fast I was slightly stunned.
Why hadn’t I written this before?
Probably because, like most small businesses, I’d never done a business plan.
Poor briefs. Boring work. Unpaid hours. Guilty conscience. Bad debts.
All may have been averted had I staked my line in the high ground.
Now I have a ready reckoner.
When opportunities present, I can say: ‘Sorry Mate, not with that tie’.
Do you have a dress code for clients and prospects?
I’d love to get in on your act.
Paul Hassing, Founder & Senior Writer, The Feisty Empire
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Good to see you have gone from anyone Paul. Out of interest have you got to actually describing the person or people you enjoy dealing with?
Hope you get a lot more of the clients you want to work with.
Thank you, Susan. You always come up with the tough questions!
I often tell people I’m better in print than in person. It’s strange, but meeting clients face to face rarely improves things for either party.
So, I guess the people I enjoy dealing with most are the ones who prefer to communicate in writing.
Seems I really am a copywriter!
Good points. I’m working through this myself (it kind of evolves, doesn’t it?).
I met with a guy this very morning who I know is a very clever business owner. I asked him this question, and he immediately gave me such a clear answer, including information like budget, industries, personality traits and how qualified (as a lead, not academically) he liked them to be, that I was mightily impressed.
I’ll be working on being able to answer that same question with such clarity & brevity myself. It looks like you’ve done very well so far, Paul – well done!
Thanks a lot, Stephen. Working with like-minded clients (and suppliers) is so much more enjoyable and rewarding, it really is worth noting your preferneces. Good luck!
Good thoughts Paul.
It is so dangerous to focus on everyone – however desperate you are to take on anyone who will pay. While you are spreading yourself too thin, taking in customers willy nilly, you are likely to not only drop the ball, but let good clients fall through the cracks.
Identifying the right kind of clients for your business is the first step in a marketing strategy – and takes a stack of courage.
I don’t think that I have a really detailed set of criteria (only just this week declined a client because my gut told me to) – must get to it.
You said it, Bambi! Very true.
Funny how I always seem to read the instructions AFTER I’ve buggered up the self-assembly wall unit!
The gut is a very sensitive and accurate instrument. Though we tend to learn that by ignoring it! Thanks for stopping by.