How Well Do You Know Your Potential Client?
August 15, 2008 by Deb Ng
Filed under Freelance Writing
When hunting for a gig we all have our rules for the jobs we look for and the people we work for. We also have our rules for applying. One of mine is to learn as much about my client beforehand as possible. In today’s Craigslist world this isn’t always easy. Many ads are vague with no clue as to their owners identity. When at all possible though, knowing what you can about your client can put your resume at the top of the pile.
When you know your client you can tailor your cover letter to suit his vision and submit samples representative of his style. By taking the time to visit his website or research his firm, you’re telling him you’re interested in learning about his interests.
Here are a few things to consider:
Nature of the Business - Is your potential client corporate and stuffy or does he have a relaxed “anything goes” attitude?
Language and Tone – What is the website or publication’s “voice?” Can you speak in the same language? If you visit the employer’s website and it’s filled with technical jargon that leaves you scratching your head, you may be expected to write using the same jargon.
Mine for Gold - What tidbits can you glean from this employer’s newspaper or blog? Is there a particular topic or image that appeals to you? Is there a section in which you can particularly relate? Is he selling a product you used or would like to try? Letting a potential client know you took the time out to research his product is a bonus. It lets him know you’re willing to take an extra, special step to get the gig – and he can expect special work from you in the future.
Check out the Social Networks – When I was being interviewed for BlogTalkRadio, one thing that set me apart was that I researched and found the CEO’s Twitter. In fact, that may have clinched the gig for me. He was impressed that I took the time to research and follow. See what you can find on MySpace, Facebook, Twitter and more.
Times have changed since I started writing. Now, many writing gigs are global. With so many people applying for the some job you need to stand out a bit more. One way to do this is by getting to know your clients needs and product. If at all possible, do take some time out to research. It could mean landing a very lucrative gig.
Social Networking sites only work if they’ve been updated. One of my former editors was listed up until very recently as working for MoreFocus though she left six months ago. And since May, MoreFocus has turned from a great place to work to a place that rarely has assignments anymore and I’ve even heard from current writers that the last batch of checks bounced.
What I’ve found is that if you can have an honest conversation with other writers from that company, you’ll generally get a full picture.
Deb — Great advice. I always stalk before I pitch.
My favorite client hired me because I commented regularly on his blog. He eventually emailed me, and we began talks of my working for him. Being a stalker does come in handy sometimes. 
Ann — I have found what you’re saying to be particularly true of LinkedIn. I’m not much for social networking, but it seems like every time I google someone and end up on their LinkedIn profile, it’s horribly outdated.
@Amy – LinkedIn is the exact site. So maybe it’s an issue with them.
Ann — I think a lot of people (like me) sign up for these types of sites like LinkedIn and then decide it’s not for them. Some of these make it nearly impossible to delete your account (LinkedIn is a classic example, as I have tried to delete my account several times). So it makes sense that old info would remain up there. I would certainly never go by any info unless I found it on the person’s company website or a blog or something that is updated regularly (as in, you can see the date it was updated).