It’s No One’s Favorite Part Of Business...
But Putting In The Client Outreach Reps Truly Does Get You Ahead.
There’s essentially two ways to land clients: either you go out and pitch them (outbound), or they find you through referrals, your website, or platforms like Upwork (inbound).
But when you're new—or when you really need clients—you can’t afford to wait for them to come to you. Inbound marketing is a long game. You need to do outreach.
If there was a secret cold email template, corner of the internet full of leads, or a foolproof method, I’d share it with you. But there’s a lot of trial and error with reaching good clients. In my experience, I’ve only seen one secret sauce that works consistently:
It’s a combo of an ultra-customized message and an astonishing volume of outreach.
Give yourself direction (like a niche/industry), then give yourself efficiency (tools & practice), then give yourself time. In this blog, I’m sharing how to do that tactically.
We’ll cover targeting your ideal client, different ways to reach them, the top mistakes I’ve made/I’ve seen, and how to pitch yourself a thousand times over—because that’s the kind of effort it takes.
Getting clients by hand might be one of the most demanding parts of running a business, but it’s also where you can separate yourself from the pack.
If it feels like a grind, that’s normal. It doesn’t mean you’re doing it wrong.
It’s easy to procrastinate, blame imposter syndrome, or even pay someone else to do it. But if you can push through and keep at it, you’ll already be ahead. It’s where people tend to give up.
To make things even easier, I’ve got a free chatbot, Cleo, that’ll help you compile a lead list and get started on your outreach journey. You’ll be able to hit the ground running with a spreadsheet of potential clients and companies that align with your niche and offers.
1. Value + Volume → Clients
So, we know that getting clients through inbound strategies is passive. It’s putting together a website with SEO, putting up social media posts, creating a listing on Fiverr – basically, rigging up our virtual storefront and waiting for customers to stroll in.
It’s a long-term strategy that can build a ton of momentum. But it’s not fast. It takes a long time to gather actionable data. It’s not a good strategy for when you need clients yesterday.
That’s why outbound is a great place to start – it’s proactive outreach. You gather data basically as fast as you do outreach. I’m talking about coming up with a list of potential clients and literally sending them emails, DMs, a carrier pigeon, whatever.
Plus, you don’t have to do it forever. A massive burst in the beginning will give you loads of momentum. If things slow down later on in your business, you can pick it back up to beef up your client load.
Yuck, but isn’t that like being a door-to-door salesman? Yeah, but you’re going to (internet) neighborhoods where people need your service.
But I’m worried I’ll be wasting their time! That it’ll seem tacky. Then don’t be tacky or waste their time. Make your pitch short, sweet, valuable. If they’re not interested, they’ll not answer the (virtual) door. Or they’ll tell you no. It won’t kill you. It won’t kill them.
In the world of client acquisition for copywriters (and entrepreneurs in general), the efforts that make a difference are value + volume.
To give value, you reach out to qualified people, not any old rando. You make your offer align with what fixes their problems, not just try to sell stuff they don’t need. Maybe you give them a useful freebie (lead magnet). You’re polite and prove you’ve done your research.
To create volume, you get efficient. You practice not procrastinating. You do the needle-moving tasks, like gathering leads and messaging them. You keep saying no to the urge to “work on my cold email template a little longer before I start.” You use tools that help you move faster.
A great stat to keep in mind: cold outreach responses are about 8.5% (Backlinko). Conversions (people hiring you) are often 1%. Basically, you reach out to 100 people, you’ll get some responses and maybe one client.
It may not sound impressive. But if you take it as straight math – you can make a killing by just committing to outreach.
Reach out to 33 qualified people a day? That’s potentially a client in a week.
50-100 people a day for a few weeks? How are you going to avoid getting paid at that point?
If you can reach out to 1000 qualified people, it’s hard not to get a client.
Forget about waiting for the perfect method or the perfect words. Focus on giving yourself a direction—whether that’s picking a niche or targeting a specific industry—and then pitch yourself relentlessly. It’s not about crafting a masterpiece each time, but rather about getting your message in front of as many potential clients as possible.
You might need to pitch yourself a thousand times or more before you start seeing results, and that’s okay.
The magic in this volume-based approach is that it allows you to gather data quickly. The more you reach out, the more you learn what makes people respond. This means you can do more of what works and less of what doesn’t, making your efforts exponentially effective.
What subject lines did people tend to respond more to?
What leads are more responsive?
Do more people respond on LinkedIn?
I’ll talk more about how you can gather data in the next section.
Plus, every pitch you send is another step towards overcoming imposter syndrome. The more you put yourself out there, the more confident you’ll become. Reps are the cure.
There’s no shortcut to this process. Client acquisition is one of the most punishing parts of owning a business, and it humbles everyone.
If it doesn’t feel good, that’s normal. It’s not because you’re doing it wrong or because you’re not cut out for it. It’s just part of the journey.
Remember, this is where people give up. A lot of wantrepreneurs can’t take the tedium of constant outreach. If you can keep going, you’re already ahead of the game.
2. Volume = Data. Data Give You Better Direction to Better results
With client acquisition for copywriters (specifically new ones), volume is everything. Hundreds of pitches. Maybe 1000+. But it’s the only way to gather the data you need to refine your approach and start seeing real results.
The magic in volume is that it lets you quickly gather data on what makes people bite.
You’ll start to notice patterns. You’ll send a 50 messages with one subject line, and 50 with a slightly different wording. One might get more opens, or a specific way of framing your offer might get more responses.
This is original data, some of the most useful kind of info out there. This is the kind of information you can only gather through doing, and it’s insanely valuable. It lets you do more of what works and less of what doesn’t.
The grind gets less grindy. The results get more resulty.
What kind of data can you collect?
Timing each outreach effort per lead. Are you getting faster? What’s helping?
Subject lines. What performed better?
Lead types. Are there kinds of people you reach out to that seem more interested in your stuff?
Bounce rates. Are you using spam-triggering language so your emails aren’t getting delivered? You can Google spam checkers for emails to see if your messages are likely to flag them.
Types of outreach. Are you getting more traction on different platforms? (Email, LinkedIn DMs, Instagram DMs).
Text vs. video. Does sending a personalized video make any difference?
If you only do one, time your outreach effort per lead. If you don’t know how quickly you’re working, it's hard to get faster.
And, of course, WRITE IT DOWN. Put it in a spreadsheet. You will never remember all these details. The lead name, the date you sent it, notes, and follow up details are just fine.
If you feel overwhelmed at analyzing any patterns in your data, just feed the whole spreadsheet to ChatGPT and ask it to do that for you.
3. Point Your Effort in the Right Direction
Targeting the right clients is one of the most important aspects of client acquisition for copywriters—those who both need your services and can afford them.
It’s frustrating for both you and the client when they aren’t in a position to hire you. You’ll inevitably do it unintentionally, but there are ways to reduce it happening.
I mention it because it was a major issue I had in the beginning – and I see it a bunch with new copywriters. I’d go after people who clearly needed my service, but keep running into “I can’t afford this” and mistrust.
A lot of businesses in the early stages may need you, but they’re still in the DIY phase. They’re not used to investing in services like yours or trusting another professional to handle their internal tasks.
Here’s my experience in finding people who are past that stage – ready and willing to hire services like yours.
Sweet Spots & Green Flags
When targeting potential clients, look for businesses that are established enough to afford your services but still in need of what you offer. For example, if a tiny biz you found on Instagram doesn’t have a website, it might be hard to pitch them a full website of copy.
Having a website is a green flag in my book. So is having an email list (a place on their website where they can subscribe).
Having at least one employee or outsourced help, like a virtual assistant, is another great sign. This often means they have a budget for external services and understand the value of delegation. I like reaching out and hearing an assistant answer.
A company having very minimal, poor copy – and not having it at all – gives me pause. Businesses with decent existing copy are often ideal targets. These companies see the importance of good content but haven’t yet nailed it.
You never know what’s going on behind the scenes, too, so seeing lots of copy produced can be a good sign. Maybe it’s taken care of just fine in-house. But you’d be surprised at the amount of businesses who are desperate to offload it. You may be their ticket to freeing up their time or their VA’s time.
One caveat: Businesses that are the first hits on Google in a broad niche might be the industry giants. They’re often over your head (for now!).
But their followers—those who are engaging with their content—could be perfect clients for you. I would check out the industry giants Linkedin posts, YouTube channel, podcasts, and Instagram, and see who's consistently commenting. Look into whether they align with your ideal client. A single industry leader could be a pond of tons of leads.
They Can’t Afford Me But I Feel Bad!
It’s okay if you wouldn’t be able to afford your own services. Ideally, you need to pitch people who can afford you, but if you run into those who can’t, there’s ways to help.
That’s what free resources are for. Bookmark your favorite related YouTube videos to send them. Same with how-to blogs you find helpful. And as you get more margin, you can create your own free resources.
4. Once I Find Them…Now What?
Message them!
There’s no one-size-fits-all system for client acquisition for copywriters. In fact, there are loads of ways to message potential clients. Experiment with multiple channels and see what works best for you.
Email Outreach
Email is one of the most direct and effective ways to reach potential clients. 10/10 recommend. A bunch of times, you’ll find their email right on their website, often buried in the privacy policy.
Sending a customized, concise message that addresses their specific needs can work wonders. Some that I’ve seen work well are:
A template you created with a customized section (plus you can pre-load the template onto your Gmail so you don’t have to copy/paste it every time).
A very concise, very personalized, 100% custom message.
An email with a Loom video you made for them.
Direct Messages (DMs)
Social media platforms like LinkedIn and Instagram are goldmines for connecting with potential clients. Getting DMs is less common, so they can get a nice response rate.
LinkedIn, in particular, is great for professional networking and business outreach. You can send a direct message to decision-makers, bypassing the gatekeepers that sometimes block email outreach. And you can look up WHO the decision makers are on the company pages.
On Instagram, DMing business owners can also be an effective strategy. The informal nature of Instagram makes for a more personal touch, and a video or voice message can pique immediate interest.
Don’t be afraid to experiment with different formats—text, video, or even audio messages—each has its own appeal depending on the platform.
Doing It All!
If you really want to get a potential client’s attention, reach out wherever you find them. You could email them, DM them on LinkedIn, AND send them a quick message on Instagram.
The more touch points you create, the more likely they are to notice you. People are busy! It’s unlikely they’re even going to get them all. Don’t be shy.
5. What Should You Say?
In client acquisition for copywriters, clarity and specificity will be superpowers. Tell them why you’re reaching out. Quickly establish your offer. Add some credibility. Thank them, and give them a clear, very easy next step (like a link to book a call).
They want a problem solver, not a suck up
"I can improve your email marketing!" doesn’t grab attention. People are bombarded with ads that say that.
“I subscribed to your emails and noticed your welcome sequence is promoting something you don’t offer any more. I can write you one that promotes what you’re offering now,” shows that you’ve taken the time to do research and have a concrete solution in mind.
“I’m a copywriter in your industry! Let me know if you need any help!” tells your recipient that you need a lot of managing (which is more work for your client).
“I noticed your bio says you have several other books you’d like to publish since this recent one – I ghostwrite memoirs for [your industry] and I want to write yours,” tells the recipient you can handle spotting problems and solving them yourself. Major value.
Customize, But Fast
While personalization works magic, it shouldn’t be time-consuming.
I’ve enjoyed using a template with core elements—like your greeting, value proposition, and call-to-action—and tweaking a specific part to fit each prospect.
For videos, I’ll do something similar as a script.
For example, mention a specific challenge they’re facing and how you can solve it: "I’ve enjoyed your LinkedIn posts on your new course that’s coming up. I do launch copy, and I know what a time crunch it can be. I’d like to support any copy you need to wrap up to make the launch as successful as possible.”
Less than five minutes of research goes a long way.
Look at their website and what they sell. Figure out what their goals may be (like a launch, or selling a service), and what you can do to support them.
Clarity Over Everything
Get straight to the point. Lower your writing’s reading level. Don’t let them be confused about what you’ll do for them. Make your message as short as you can. Like, to where it seems almost unprofessional.
The clearer your message, the easier it is for potential clients to see the value in what you offer. They care about your solutions, not your services (even if that’s the vehicle to the solutions).
You’re not applying for a job. You’re not schmoozing a professor. Especially on a call. Let’s talk about it.
You’re a Peer, Not a Candidate
You’ve gotta stop thinking of pitches and client calls as interviews where you need to prove yourself. It reeks of “I need to be managed and affirmed or I’ll fall apart.”
Approach them as discussions between equals. You’re there to solve a problem, not to impress them. Focus on their needs, not your qualifications.
Your results, past client proof, and qualifications are important — but they need to support your client’s needs, not be the star of the show.
Shift the conversation from “Here’s what I’ve done” to “Tell me about your goals.” That’s how you’ll organically transition to “Here’s how I’ll solve your current problem.”
Frame your conversation around the specific results you’ll deliver – with the foundation being their goals.
You have to do a little bit of estimating when you’re doing research to discover their goals. But even if you guess wrong, you’ve proven that you’re proactively solving problems.
In my experience, pitching an offer that doesn’t fit their current needs gets more work than pitching a generic menu of services. I’ve had lots of clients pivot the conversation with an “actually, we would really like your help with [different but related service].”
Win-win.
6. Top Client Acquisition Mistakes Copywriters Make
It’s time to call out those procrastination tasks that masquerade as productivity. When I’m in client-getting seasons, I have to make sure I’m not sliding back into these.
a. Not Doing Enough Volume
If you’re only reaching out to a handful of prospects, you’re not giving yourself enough chances to succeed. Low volume skews your data and can make you think your strategy isn’t working. Remember, if you reach out to 50 people and no one responds – a 1% conversion rate is gonna look like half a client. Of course you’re not going to see results.
b. Procrastinating with *Perfectionism*
Spending most of your time perfecting your cold email, website, or branding is procrastination. It’s reorganizing your pantry instead of doing your taxes. A good message sent today is better than a perfect one sent never.
c. Taking Too Much Time per Lead
One hour spent customizing a single cold email is too much, unless it’s for a hot lead. I strongly recommend getting your time-per lead efforts to 5 minutes or less. It’ll take practice to get there, but it’s about to be one of your highest-value investments for your business. Speed up your process by using templates or outlines, and cut out ANYTHING non-essential. Become a speed-researcher. The faster you can reach more prospects, the quicker you’ll start closing deals.
d. Switching Tactics Too Soon
Consistency is your friend. When you’re new to outreach, your gut telling you that things should be working faster is impatience, not intuition. It’s tempting to change your approach when that where-are-the-clients panic hits. But before you switch niches, rewrite your email, or change your outreach method, give it enough time and volume to gather meaningful data. Usually, 100 reps of a strategy will give you the insights you need to decide if it’s working or not. And if something is working well, it’ll probably show up a lot sooner than the 100th rep.
e. Neglecting Follow-Ups
People are busy. Your first email frequently gets lost in the shuffle. Following up is critical, especially as a reply to the original. It shows persistence and can often be the nudge a potential client needs to respond. Don’t be afraid to follow up a week later, two weeks later, or even more. I can’t tell you how many leads I’ve had thank me for circling back, since they were in a busy season.
f. Treating It Like an Interview
As mentioned earlier, you’re not applying for a job—you’re offering a service and solutions. Don’t approach client conversations as if you need to prove yourself. It’s desperate. Instead, focus on how you can solve their problems and deliver results.
Getting Clients – No One’s Favorite Task, But Very High ROI
Client acquisition for copywriters is what stops most of them from getting paid. But it’s less about skills than it is about numbers.
By focusing on picking a direction (niche/specialty), high volume, and targeted messaging, you can significantly improve your chances of success.
There’s no secret formula—just the tried-and-true combination of persistence, customization, and data-driven adjustments. Play that numbers game until you win.
Do more follow ups and less procrastination.
Jot down those lead details in a spreadsheet to make data analysis – and tracking leads – easier.
When you need insights, review your sheet or throw it into ChatGPT and ask it to review patterns for you.
So now you need leads. I like splitting my tasks into a whole lotta lead gathering, then on a different day, a whole lotta outreach.
Finding leads can be tedious. And overwhelming. So I made a chatbot to give you a head start.
Meet Cleo, my free client acquisition assistant chatbot. You can talk to Cleo about your niche and offers, then she’ll start up a lead list. She’ll research and present the company, their email (if found), and more.
Imagine getting started with a ready-made spreadsheet of leads. Drop your email and I’ll get you two connected.