I hate pitching blindly for freelance work. There. I said it. The black hole method is inefficient and frustrating for a type A personality, like myself. I prefer rejection over a nonresponse, which is often what happens when you randomly pitch for freelance assignments. That’s why freelance referral work should be an important part of your business strategy.
Pitching randomly has some value but I don’t suggest you waste too much time on it. It should be on the low end of your list of foraging-for-work priorities. You should be purposeful about targeting potential clients. Referrals are the best way to get work as a freelancer or independent contractor.
My current freelance anchor client resulted from a referral based on an email I sent my old boss when I started freelancing full-time. I got the work 15 months after I sent the letter. It turned out that I was the “perfect” fit for a client who needed a writer with a sports background for an ongoing project. (BTW, how many hours do freelancers work each week?)
I had spent years in journalism, much of it writing about sports. The letter I sent to my old boss didn’t specifically ask for work. It asked for suggestions on where I could look for work.
Who Should Freelancers Reach Out to For Freelance Referral Work?
Make a list of people that you could email for work. Make the list as large as possible. They should be colleagues or friends who generally understand what you do and what type of work you are looking for.
Then, divide the list into three categories:
- Close connections
- Neutral connections
- Distant connections
Start by reaching out to your close connections. This should be an easy conversation. If I know them well enough, I might ask for a brief phone conversation to catch up. “Close connections” could be clients who liked your work. Or it could be a colleague that you worked closely with in the past. Follow with emails to your neutral connections and distance connections. Asking for help isn’t easy. It can be particularly difficult for an introvert, who’d rather write than market.
However, since you often don’t have to talk to anyone, it’s a low-pressure way to drum up work. The worst outcome? A nonresponse. My experience is that most colleagues genuinely want to help you and they’ll do their best to give you a lift or perhaps point you in the direction of some work.
What Should You Say When Asking for a Freelance Referral?
Ah, this is the tricky part. It depends on who you are asking for a freelance referral from. Below are five different kinds of referrals and referral template scripts freelancers can borrow to ask for help.
- Casual Referral: I like the casual referral. This works best with clients or friends who know you and your work well. These are usually my “work” friends and I always start by asking how they’re doing. In this situation, I feel comfortable having a conversation with the client. I end the email by asking for work.
- For instance, Hey XX, How are you? It’s been a while since we connected. I just wanted to touch base and see if you had any writing needs I could address. Since we last spoke, I worked on x,y, and z projects. I hope you’re doing well. We should catch up sometime…
- Check-In Referral: This referral is essentially a follow-up on work that you’ve done for a previous client or current client with a project that just ended. At the end of this email, always ask for a referral, assuming that you’re on good terms with the client.
- For instance, Dear XX, I enjoyed working on the project about xx for you. Based on the positive feedback I received, it appears that you and your clients were happy with my work. I’m wondering if you might have any writing needs that I could help you with. Or perhaps you know of someone who might benefit from my services? If you do, I’d be grateful for your help. Thanks, Mike
- Distant Referral: These types of referrals fall under the distant connection category. Often, you ask a friend-of-a-friend and simply introduce yourself to a potential new client. In this referral, you directly ask for work. It goes something like this:
- Hi Mr./Mrs. Xxx. My name is Mike Hutton and XXX mentioned that you are interested in copywriters who specialize in business and sports. I have worked as a writer for xx years and I’ve copied a link to my website, where you can find samples. Also, if you know of another department or anyone who could use my services, I’d be grateful for a referral. Thanks in advance for your consideration.
The response rate for a cold referral can be low but because you’re being recommended by a colleague whose work your potential client trusts, there’s a chance you could hear back from this distant connection if you’re a good match. I view this as a way to get your name in front of someone who could be a potential client.
- Cold Referral: This is reaching out to someone you don’t know who is a match for your skill set. It’s like a distant referral script without the first sentence. The key here is to target clients who specifically appear to need the services you offer. This might also be considered a cold email outreach instead of a cold referral to some.
- Hi Mr./Mrs. Xxx. My name is Mike Hutton. I have worked as a writer for xx years and I have a substantial business writing portfolio. I’ve copied a link to my website, where you can find samples of my work. Thanks in advance for your consideration.
- Formal Referral: Use a formal referral when you want to “play it safe” with a client. I use this when perhaps I want a recommendation from an editor or manager in charge who I might’ve only worked with briefly or someone who oversaw a project but was only involved with me indirectly. Some editors I work with are just more formal. It’s a judgment call.
- Short Referral: These are my favorite kinds of referrals to write. It’s essentially two or three sentences:
- Hi XX, I hope it’s going well. I’m writing to see if you know of someone who might be interested in my services. As you know, I have an extensive business and sports writing portfolio. I’ve also added ghostwriting services. If you have anyone that might fall into this category, feel free to pass along my name. Also, if there’s someone you think might be worth reaching out to, let me know who that is and how I can find them. As always, thanks for your help.
These emails are effective for busy people who appreciate brevity. It’s the type of email I prefer to receive when someone is asking for help.
Referrals are one of the best ways to get business. Another great situation is when a client contacts you because someone else sung your praises.
It can seem intrusive (or awkward) to ask for a referral but your clients generally understand and if you’re good, they’ll want to help. Unless your freelance business is fully booked, it’s good practice to follow up with all your satisfied clients after finishing a project and ask for a freelance referral.
Don’t give up if you haven’t heard back on your referral email requests. Sometimes they pay off months, and even years later. What’s important is to consistently follow up with people you know about potential work. It’s one of the secrets of how to get more freelance content marketing clients if that’s a goal of yours.
I’m constantly riding the wave. It’s easy for many freelancers to lose a lot of business overnight if their favorite editor gets laid off or if an anchor client’s business model changes. That’s why it’s crucial to diversify your business model and always be asking for freelance referral work.
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