Are Past Freelance Clients an Untapped Resource?

When we think about marketing our freelance writing services, it's easy to get caught up in the idea of finding new clients. But what about past freelance clients?

Sometimes former clients get lost in the mix or are downright forgotten. Do you remember to approach them about potential new writing gigs?

Here are a few things you can do to bring past freelance clients back, or use those relationships to reach new freelance writing prospects:

1. Reach out to past freelance clients.

The most important thing to do is contact your past clients.

See how they're doing. Maybe there's been a change in their business recently and they could use your help. Perhaps your previous contact person is no longer with the company, hence why you haven't heard from them. Introduce yourself to their replacement and hopefully build a new professional relationship.

Bring past clients back into your network and remind them that you were the kind of freelancer who really cared about them and their business. Unlike finding brand new freelancers, you're already familiar with them, their needs, and their markets.

2. Mention your availability.

You can't be afraid to let people know you're looking for new freelance writing jobs.

You don't have to be pushy or pleading. Just mention you have an opening in your schedule should they be interested. Don't assume people you've worked with previously will see these announcements on your public site or social media posts.

Even if a prior client doesn't have an immediate need, you could remind them of upcoming projects where they could use your help down the line, getting them booked well ahead of time.

3. Pitch a specific project.

Did you write content for a newsletter around this time last year? Contact that client and pitch a similar project.

Is there something going on in the news that would suit your old client for a thought leadership article? Then pitch one as a way to tie the company to current events.

Does a past client have a product or service with a peak promotional time? (Think a toy company around Christmas or a gym around the new year or leading up to "beach body season.") Pitch a project to help them take advantage of an upcoming peak period.

Clients don't care that you need a gig. But they I care about opportunities to help their own businesses. Go into the conversation with past freelance clients armed with an idea, and you'll increase your chances of coming out with a paying gig.

4. Request referrals.

Referrals are one of the best ways to land new freelance writing jobs because they're jobs that generally aren't advertised (meaning you have little to no competition).

You don't have to wait around hoping someone refers work to you. Ask for those referrals.

Contact past clients and mention that you have some new client spots open now or opening in the near future, and ask if they know anyone who might be interested in your services. You could even encourage referrals with a discount. For example, you might offer 20% off their own next order if they refer someone who becomes a paying client in the next couple of weeks.

Not necessary, but referral discounts might encourage your past client to commit to a new gig of their own on top of the referral.

Note: I do not encourage freelance writers to pay standard referral fees. If someone approaches you, as opposed to you offering this on your own, and they promise to send work your way but only for a referral fee, I'd pass. When you're good at what you do, you'll earn referrals without having to pay for them. Fees are OK as an incentive when you're the one essentially asking for a favor. But there are better ways to land freelance writing clients that don't involve sacrificing a cut of each sale, or having to raise rates for clients to account for referral fees.

5. Offer promotions and discounts for past freelance clients.

As a last resort, if people are interested but hesitant, consider offering a one-time discount for returning clients who haven't worked with you for a certain period of time.

For example you might offer a limited time sale of 10% off for any client who comes back after having not worked with you for at least six months.

If you offer sales too often you might get the opposite effect. Clients could hold off on ordering, waiting for the next discount to come along. So use this marketing tactic sparingly.

I find discounts are an effective tool, especially for newer freelance writers, but they aren't something I recommend in most cases. At the very least, I don't recommend offering these discounts publicly on your site, but rather as a private negotiation tool to land a deal when you're in a more-desperate-than-usual position.

How else might a writer bring past freelance clients back? How do you approach former clients about the potential for new freelance writing gigs? Share your stories or tips in the comments.

Note: This post was originally published on May 3, 2011. It has since been updated and re-published on its currently-listed publication date.