Finding and Landing Clients
With a portfolio in hand from Chapter 6, the next problem is simply reaching people who will pay for your writing. Two broad channels do almost all of the work here: freelance platforms, which have a built-in audience already looking for writers, and direct outreach, which has far less competition but takes more initiative.
Freelance Platforms
The fastest route to first income for most new freelancers.
| Platform | Best For | Fee | Competition | Strategy |
|---|---|---|---|---|
| Upwork | Ongoing relationships, higher rates | 10% after $500/client | Medium–High | Apply to 5 jobs/day, ultra-specific proposals |
| Fiverr | Quick wins, packaged services | 20% per sale | High | Clear packages, strong gig images, fast response |
| Contra | 0% commission alternative to Upwork | 0% | Lower | Good for building reputation without fee pressure |
| ProBlogger Jobs | Writing-specific job board | Free to apply | Medium | Check daily — quality jobs go fast |
| B2B clients, higher-value work | Free (organic) | Low (most don't try) | Direct outreach + posting your own content |
Direct Outreach — The Underused Goldmine
Most freelancers compete on platforms. Fewer reach out directly to businesses that need content. Direct outreach has lower competition, builds real relationships, and produces better long-term clients.
Identify businesses that publish content inconsistently
Search Google for “[your niche] blog” and look at blog pages. If the last post was 3+ months ago, the business wants content but has no reliable way to produce it. That is your opening. Build a list of 20–30 such businesses.
Find the right contact person
For small businesses: the owner (find via LinkedIn or the About page). For larger companies: the marketing manager or content manager. LinkedIn is the most reliable directory for this. Avoid generic “info@” email addresses — personalised outreach to a named person converts at 5–10x the rate.
Send a value-first cold email
Lead with something specific about their business and a concrete observation — not a generic sales pitch. Include one portfolio sample relevant to their industry. Keep it under 150 words. A specific, brief email that shows you have done your homework will outperform a polished long pitch every time.
Follow up once, then move on
Send one follow-up email 5–7 days after your first if you have not heard back. After that, move to the next prospect. Persistence beyond two contacts becomes annoying rather than professional. The goal is volume of quality outreach, not pressure on individual targets.
Other Client Sources
Digital Marketing Agencies
- Always need reliable subcontractors
- Steady volume of work
- Find via Google: “[city] digital marketing agency”
- Email the content lead
- Rates: slightly lower but consistent
Facebook & LinkedIn Groups
- “Entrepreneurs” / “Small Business Owners” groups
- Post value (tips, samples), not ads
- Respond helpfully to content questions
- DM anyone who posts “looking for a writer”
- Build relationships before pitching
Your Existing Network
- Tell everyone you have started a writing service
- One email to friends and former colleagues costs nothing
- Most first clients come via warm referrals
- Offer a referral incentive ($50 for a paid intro)
- Do not underestimate this channel