Generate Hot Freelance Writing Leads with This Simple Template

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1 Generate Hot Freelance Writing Leads with This Simple Template

2 This Is a Different Kind of Marketing I call it warm prospecting. Mainly because it s the opposite of cold calling. And it s very different from your standard, generic prospecting. This is NOT mass ing. It s NOT about sending newsletters or trying to automate your prospecting. It s the opposite of all that. Think of warm prospecting as artisan prospecting. Each must be personally handcrafted and written for one person only. When done right, a warm positions you as a knowledgeable professional with a very relevant and timely message. It s one of the quickest, most cost-effective ways to attract and land high-quality clients without the unpleasantness of cold calling or the costs and time requirements involved with most traditional marketing tactics. Why does this approach work so well? Namely because a strong, warm leverages three key psychological triggers: 1. Personalization 2. Relevance 3. Brevity These triggers increase the chances of getting a response from the prospect. And, once you have a response, it becomes MUCH easier to engage the prospect in a dialogue about your services. In this guide, I ll show you how to get that response. Enjoy! Ed Gandia Creator of Warm Prospecting Founder, International Freelancers Academy 2015 International Freelancers Academy p.2

3 p.3 The Winning Template Let s get right to it. Here s the template that changed my business. I ve also taught it to more than 1,000 freelancers from all over the world who have used it to generate hundreds of thousands of dollars in freelance income. SUBJECT LINE: [Meaningful Connection] BODY: [Meaningful Connection] [Value Statement] [Credibility URL] [Soft Invitation to Connect] [ Signature] Let s dive into the components: Meaningful Connection: A statement that ties what you do to something you noticed about that particular prospect. It does NOT need to be some sort of trigger event. It can be something you noticed on their website. Or some company attribute that would make them likely to need someone with your skill set. Value Statement: A sentence or two that explains what you do, for whom you do it, and why you re different from many competitors. It can also explain why that difference matters. Credibility URL: A link to your About Me page, some relevant samples, testimonials, a success story about how you helped a client solve a challenge, or anything that would help you sound credible. It doesn t have to be a link, however. It can be a list of recent clients. Or a description of an award you ve received. Or some big accomplishment, years of experience or a unique background. Invitation to Connect: No need to be wordy or elaborate. Keep it low-key. You could ask, Should we connect? or maybe, Would it make sense to schedule a brief call soon? Finally, it s important to keep your short and to the point: 125 words or less! Remember: brevity is one of the key psychological triggers! 2015 International Freelancers Academy p.3

4 Let s look at some sample s that follow this format. Can you see why these s would get more attention than a generic prospecting ? Sample #1 SUBJECT: You have very inspiring stories Hello Mindy, Sample #2 I came across your website a few times over the years because I do a lot of work with nonprofit organizations. As I looked through your site this morning, I read Sabrina s story -- it was very inspiring! I m writing because I work with nonprofit organizations to create marketing materials that truly get noticed and increase donations. I helped the Arts Council for Santa Cruz increase awareness of their events and bring new donors to the organization. I was also involved in projects that were awarded a prestigious Our Town grant through the National Endowment for the Arts. Here s a link to samples of my work: [URL]. Should we schedule a brief call to discuss how I may be able to help you? SUBJECT: Read about Slate in the Houston Business Chronicle Hi Meredith, I read about Slate s impressive growth in the Houston Business Chronicle from zero to more than 1,100 employees in just three years. Congrats! I m writing because I may be able to help you clearly and concisely communicate with your employees. Among my 10-plus years of professional writing experience is more than seven years writing employee and benefits communications. I ve won several awards for my writing, including the PR Communicator of the Year award from the Houston Press Club. And I excel in translating corporate-speak into engaging content that employees will take time to read. You can see samples of my work at [URL]. Would it make sense for us to connect in the next few weeks? 2015 International Freelancers Academy p.4

5 Sample #3 SUBJECT: Excellent work on the Nutrix.com site! Hello Kelli, I ve browsed your website a few times over the years, as I am very much into my home garden and sustainability. Yesterday I got your about your new website. Congratulations it looks fantastic! I m writing because my husband and I run a web design agency that works with small to midsize businesses. We act as a virtual design department for companies that don t want to hire in-house staff to create and maintain online stores and catalogs or to do website maintenance and marketing. Just recently, we lowered eletrolite.com s bounce rate, increased their per visitor page views, and created an marketing campaign that increased their sales by 30%. Would it make sense to connect on the phone? No sales pitch, just seeing if we might have a good fit.e Leave No Doubt That Your Was Handcrafted A few helpful tips... First, your should read like you actually took the time to type a unique to that specific prospect (because that s exactly what you need to do!) The idea that you re sending this message to a big list of prospects should never even cross the prospect s mind. Also, address the prospect directly in the salutation. For example, Hi Bill or Dear Ms. Weiss. And avoid the temptation to automate this process with technology (don t use autoresponders or management software/service, etc.). Finally, it s OK to reuse some of the copy from one to the next. For example, your value statement will usually remain the same (although you can often tweak it based on the prospect you re ing). But most of your copy should be unique to that prospect International Freelancers Academy p.5

6 Don t Wait for the Perfect Script The natural tendency is to wait to send your warm until it sounds perfect. Or, to wait until you find just the right meaningful connection. Don t delay good enough is good enough! Of course, make sure your message and value statement are relevant to the prospect. However, don t assume that the fit has to be perfect for the to work. A big part of what makes warm prospecting so effective is that it s so different from 95 percent of marketing s your prospects receive every week. Just the fact you took the time to craft a relevant, personalized message will get their attention and increase the chances that you ll get a response International Freelancers Academy p.6

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