How to find your targets for hustling freelance work
Think about the volume of emails and phone calls you receive each day. Think about how annoying it is to receive a call or email from someone who clearly hasn’t done their homework. Our aim now is for you not to be that person. Now, we’re going to look at how you can get as close to relevant as possible.
Knowing your target
Beyond understanding the company you’re looking to work with, you need to understand the people within. Your job is to make sure you make contact with the right person. And that takes a little research.
Identify the right target
If you are appealing to a company directly as a freelancer who offers creative, project management or account services, you’ll probably want the marketing manager, brand manager, the business development lead, or if it’s a really small organisation, the CEO.
If you work in mediation, law or HR, their HR or recruiting department is your best bet.
If you are pitching articles to a news organisation or to an agency, you’ll probably want the editor or chief content officer.
To an agency in general, you’ll probably want the manager in charge of hiring or the lead in a particular department.
Always look for the relevant department lead or the owner of the business because they make the decisions and hold the budget to pay for them.
Research the right person
Once you know the job title and your business targets (this is from last lesson), Google is your friend.
Look for that job title in relation to the business. You’ll usually get some LinkedIn information that’ll clue you in. Look for press releases or social media info such as Twitter to get a sense of the person you are targeting and what they are passionate about. Find their name and find out a little about them!
Also, press releases will often be the best source for finding out the right target’s email address or contact details, which is your next step. Or you can see the convention used by the company you are targeting and use that to create the email you require.
Example:
If you see a lot of john.smith@company.com emails, chances are the Mary Brown you'll be chasing will be mary.brown@company.com too
If you can’t find this info
A simple “who would be the right person to speak to in relation to marketing/hiring writers/freelance work†style email to the reception or info@company.com email often gets results. Keep these brief but be transparent about your contact details.
The same can be applied by calling and asking for the email information, or emailing to ask for the right person to speak to. Whatever you are most comfortable with.
Crafting the message
Always keep in mind you are pitching a benefit for the company. This isn’t about you getting work. It’s about you solving their problems. It’s also about flattery, in that you’ve chosen them because you truly want to work with that company.
Lose the needy vibe and make sure your compliment and complaint ratio is right.
Following up
Always let the company know you will be making contact again to discuss. And give each target 3 strikes before they are out.
To you, contacting them may be a major event. You’ve spent time and effort in finding your leads and crafting your message.
But to your target, remember you are only one of many things that are tugging at their skirt on any given day. That’s why you need to give them time to digest and work through your offer, consult a colleague, or even find the 5 minutes required to give it proper attention.
You should also keep this firmly in mind when you do subsequent follow up.
Never demand attention, always offer yourself as a helpful character. And allow them breathing space to get back to you with some gentle reminders.
Places this works outside of lead generation
You may have ample work, which is awesome. However, learning these techniques is not a waste of time.
You can use this kind of hustle to:
Get guest blogging roles
Pitch to other freelancers on joint projects, work related and otherwise
Endear yourself to future mentors
Secure guest speaking roles
Ask for support, advice and funding
Obtain sponsorship for events you may run
Find support for creative side projects
Channel your inner boy scout
Gaining attention and the first vital contact is one thing. Keeping the sales process happening is another. Prime yourself to be ready for the coffee conversation that may result. Be prepared to sell your wares and have the examples ready to send if requested. Back yourself!
And make sure that whatever way you approach it, you are genuine so that the knock backs don’t sting and the ‘what ifs’ don’t creep in.
Even the most amazing business development manager (which is essentially what you become when you hustle for leads) will only convert 10% or 20% of the time. Most play closer to 5%. So there is a fair whack of rejection involved. However, even ending up on the right radar is a win. Anything above that is pure gravy.
Lesson 10 approaching
At the 10th lesson point is when I like to have your first call. This call is designed to help me understand what lessons you may need the most, and for you to give critical feedback on the program thus far.
It’s also a chance for us to connect and put people to the emails.
Your call will be conducted on Skype for half an hour.
Your homework for that call is to identify 2 burning issues that you struggle with the most as a freelancer for some pain point clinic style advice.
I’ll email you to arrange a suitable time.