Cold Emailing in 5 Easy Steps

Customer acquisition is a huge part of the sales process. You have to pitch to get new clients and you need new clients for your freelancing business to grow and succeed.

Although you may receive referrals through people you already know or groups you interact with, at some point you will need to find new clients. You want to reach people that would otherwise not hear about you. One way to do this is cold emailing.

Cold calling or cold emailing is a technique where you reach out to a person or business without an introduction or previous meeting.

Here are the five steps for cold emailing:

1) Get a contact list

Buy, find, or create a list of contacts that would be interested in your services. This list may be people in your niche, local businesses, or agencies. It may even be competitors! People doing the same thing as you may have overflow clients that they can pass along if you develop a relationship with them.

I created a cold email campaign for my newsletter writing service. I made a spreadsheet of all of the local Rockford, IL nonprofits and charities by googling “charitable organizations”, “not for profits” and “nonprofits”. I made a list of the contact person in each organization if their information was available on the website. If there was no contact person listed, I used the generic “info@organiation” email address.

2) Write your email template

You’ll want to change the template for each client, but some parts will remain the same. The introduction should not change much from potential client to client.

Your email template should include the following:

  • A short introduction about who you are (2-3 sentences maximum)
  • Why you’re emailing
  • A proposal for how you can help them
  • Why they need the help (using statistics)
  • A call to action **Call to action is a marketing term that describes wording that motivates the person to respond.

You’ll want to be very specific with how you can help them. If you’re a designer, talk about what exactly you’d do. If you’re a copywriter, tell them which sections of their website you would rework or that you noticed the key players in the organization don’t have biographies. You’ll want to customize your email to what they need. A general email offering a range of services will be too overwhelming and salesy for most people. People are busy and they want you to get to the point as quickly as possible.

3) Send to your contact list

Send to each person on your contact list. Be sure to use the person’s first name if possible. Otherwise, start the email with Hello or Hi.

4) Keep track of responses

I kept track of responses in a spreadsheet. Some organizations said no outright while others asked for a follow-up with my service fees.

Keeping a spreading of the status of your campaign will keep your organized so you know which organizations you already reached out to and when to send a follow-up.

5) Send a follow-up two weeks later

Two weeks after you initially email, send a follow-up restating your request and asking if the person had a chance to look over your email.

You’ll want this email to be very short. An example is below:

Subject line: [Service name, e.g. Copywriting] proposal

Hi Person,

I emailed you a few weeks ago about helping out with copywriting for your website. Did you get a chance to look over my proposal? Let me know if you have any questions or if you’d like to set up a call.

Best,
Name

Consider visiting in-person. Although this is somewhat out of my comfort zone, I know it can be helpful to go into a small business and meet the owner and explain your services. For this step, you will want to have professional business cards on-hand.

Don’t feel discouraged if you don’t hear back from many of the people you’ve cold emailed. Cold emailing has a success rate of ~20%. However, it is one of the least stressful and time-consuming client acquisition strategies. Once you’ve invested the initial time it takes to gather email addresses, and write the basic template, tweaking it and sending the emails is a quick process.

Bonus – Cold Email Template

Here’s an example of a cold email that I’ve sent out to local organizations that are not currently publishing a newsletter. Thus far I’ve had a 25% success rate in getting new customers (I must note, my sample size is very small).

Subject line: Email newsletter for Org Name

Hi

Nice to meet you! I’m a local marketing specialist who wanted to reach out and offer my services to your organization. As I browsed your website, I noticed that [Organization name] is not currently sending out an email newsletter.

I think you would see some real benefits from a focused communications strategy. I have worked in social media marketing, strategy, and content creation for several years and started my own business in 2015. I’ve designed and written email newsletters for several clients. You can see some of my work on [client’s] newsletter (link) and on [other client’s] newsletter (link). I’m a lifelong resident of the community and I have a special interest in charity and social work. You can find out more about me on my website (link).

Email newsletters are so important for keeping the lines of communication open with your supporters and volunteers. In a recent Nielsen Norman survey when asked to opt-in to receive updates from a company only 10% elected to do so through Facebook and 90% chose email newsletters. Newsletters can be weekly or monthly depending on your goals.

If you’re interested in hearing more, I’d love to chat with you.

Thank you for your time,

Name
Phone number
Email address
Website

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Mama’s Favorites: This Week’s Best Content (Week of 10/24/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

If you like hearing other freelancer’s stories, check out Jess Creative’s Journeys in Business video series. The first episode is with wedding planner, Ashley Stork.

CloudPeeps has the top 10 trends of freelancing in 2017. Highlights include the digital toolbox continuing to expand and freelancers getting more representation.

Bianca Bass shares 15 money lessons everyone needs to know. This advice is particularly useful for freelancers. I agree 100% with her stance on never working for free.

Marketing

David Kadavy shares what you need to know before starting a course. A lot of his suggestions are about the things that you don’t need before you launch.

Mallie Rydzik shares a cute post on the scariest thing about being a working creative. Most creatives fear losing clients and money.

Being authentic is a current trend in marketing. Camilla Peffer discusses when too much information can be bad for your brand.

Parenting

Interesting musing on how a woman had no sympathy for mothers at her workplace until she became one. Once you become a mother you see that no mother has it easy, whether she stays home, works at home or works outside the home.

Megan Nash’s story about her special needs son being turned down by a modeling agency is making headlines. She’s hoping to get Asher into a national campaign to promote acceptance and inclusion.

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Mama’s Favorites: This Week’s Best Content (Week of 10/17/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

These illustrations of people who want you to work for free are hilarious. The quotes were taken from real people seeking free work from artists.

Alex Honeysett has some great advice on how to pitch a guest post. Researching the place you’re pitching and catering your proposal to their specifications are two of the suggestions that I fully support.

Stephane Kasriel takes the information from the recent Freelancing in America survey and proposes the three things that freelancers need from the next administration. He suggests that the government study freelancers before proposing any new legislation that affects them.

Marketing

Brittany Berger put together an awesome comprehensive guide to time management systems. If you need to get organized, check out this post!

Alex Mathers discusses how creatives are using social media to gain clients. I’ve found that Facebook groups are a great place to get leads.

Daniel Newman forecasts marketing trends for 2017. Trends include more and better quality video and personalized everything.

Parenting

If you’re looking for a gift for the one-year old in your life, check out this list. Norah got the Beatbo robot for Christmas last year and she’s still obsessed with it.

This article talks about which children are most affected by parenting style. According to Drake Baer, children who have “negative emotionality — the precursor to neuroticism” are the most susceptible to being really hurt by angry and neglectful parenting.

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4 Major Takeaways from the 2016 Freelancing in America Survey

Upwork and Freelancers Union recently released the results of their 2016 Freelancing in America survey. This was the third year they’ve interviewed 6,000 workers about the state of freelancing.

Here are the four major takeaways from this year’s survey:

1) Freelancing is growing fast

This year, 55 million workers identified as freelancers. Freelancers make up 35% of the working population! The number of freelancers increased by 2 million in the last 2 years. At this rate, we can expect around 60 million freelancers by the end of the decade.

Where are they finding clients?

Half of the freelancers polled find jobs online with 50% finding clients within three days of searching. Two-thirds say that the portion of work they found online increased from last year. Most freelancers agreed that having a diverse portfolio of clients was better than having one large client.

2) Freelancers are making good money

This year freelancing contributed an estimated $1 trillion dollars to the economy!

This number was boosted by an uptick in client work. In fact, half of the freelancers polled saw increased demand for their services in the past year. These freelancers also expect their income to increase from 2015.

Incomes are increasing because freelancers are starting to charge what they’re worth. Nearly half of the freelancers raised their rates in the past year and more than half plan to raise them next year.

Are full-time workers doing better income-wise?

Not really. The majority of freelancers who left a full-time job reported they were making more than their previous salary within a year.

3) Freelancing is more attractive than a traditional job

This year, 63% of freelancers say they started by choice instead of necessity, up from 54% in 2014. Freelancing is moving away from being something that you do between jobs and becoming something that you choose as a career.

A majority of people, 79%, said that freelancing was more enjoyable than their previous jobs. The reasons cited were greater flexibility and freedom. Full-time freelancers report feeling engaged, respected, accomplished, empowered and free.

Freelancers didn’t have to put in as much time as full-time workers to feel those benefits; most freelancers only worked 36 hours per week and reported that they had enough client work.

Half of freelancers polled said there was no amount of money that would make them go back to a traditional job.

4) Freelancing is becoming more widely accepted

63% of respondents felt that the attitude around freelancing as a career was becoming more positive and 84% of freelancers think the best days are ahead.

What does all this mean for the future of freelancing?

A continued shift in the perception of freelancing is a great thing for freelancers! The more mainstream freelancing becomes the more companies and entrepreneurs will be willing to work with freelancers. In addition, the more rights freelancers can hope to be granted in future legislation.

Freelancing is experiencing a golden age. The conditions are perfect to succeed on your own terms as a freelancer.

If you’re interested in getting started, check out my post on what you need to know about making the leap into freelancing.

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Mama’s Favorites: This Week’s Best Content (Week of 10/10/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

Jason Zook discusses how he got over his fear of writing. Some tips include getting vulnerable, making writing a daily practice, and always sharing something useful.

Brent Jones talks about how he pitched 88 clients in one day. This article motivated me to set a goal of pitching 2-3 new clients per week.

This article on taking the reins in your freelance business is great for those just getting started. Nellie Akalp lays out a plan for getting your business in order.

Marketing

Jon Westenberg offers some quick and dirty tips on increasing your website’s traffic. Of course,  learning SEO is one of the most important suggestions.

John Hall talks about the most important factor in PR and marketing and no surprise, it’s trust. I particularly liked the part about customers being extra sensitive to “me” focused marketing.

This short article talks about brands’ top marketing priorities over the past few years. SEO is ranked #1 and blog content is #2.

Parenting

How does parents’ smartphone usage affect their kids? Parents can feel pulled in all directions and kids can feel ignored. This article suggests setting limits on screen time.

Interesting article on how a child’s intelligence develops. I learned that some portion of intelligence is determined in utero by hormones in the mother!

Guest Posts

I’m proud to announce my first ever guest post on The Write Life. I talked about how I wrote for 30 minutes every day in September. I plan to write for 30 minutes every day until the end of the year then for all of 2017! My next update will be in another ~20 days when I complete a 60 day streak.

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Mama’s Favorites: This Week’s Best Content (Week of 10/3/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

Caroline Beaton discusses her journey from full-time employee to full-time freelancer. She made a series of smart, strategic moves to ensure that she could always support herself.

Ryan Robinson shares his tips on how to write an effective pitch for a freelancing client. These suggestions secured him a $500 per post gig!

Julio Vincent Gambuto wants you to be a freelancer who actually makes money. He has some fantastic ideas for how to stay lucrative.

Marketing

Your customer has 30 different needs, does your product or service meet them? Larry Kim talks about the attributes driving customer purchases. Which ones can you tap into?

Email marketing has many benefits including boosting your website’s SEO. Jayson DeMers explains how regular email communication can improve your rankings.

Kevan Lee walks through the process of getting verified on Twitter. A verified account can boost the perception of your online presence, but you need to be a somewhat public figure to be approved.

Parenting

A round-up of 45 hilarious “parenting tips” ‘from Twitter. “Never take a toddler’s word for it” was one of my favorites.

How do Jewish mothers approach parenthood? The Chicago Tribune has four suggestions and I love the one about encouraging geekiness.

Hobbies

Cat Noone talks about how she got started hand-lettering. This is a skill I plan on learning.

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What I’ve Learned from Two Years of Working at Home

This August was my second anniversary of working from home. I left my job as an Information Specialist in a biotechnology company’s corporate library in 2014 after the birth of my daughter and began working at Zirtual as a virtual assistant. After six months there, I left to start my own marketing company. Now I mostly work as a marketing specialist, but I also do some virtual assistant work and contract work with my former biotechnology employer.

I’ve learned a lot while working from home. Some days are great and others are not, but I could say the same thing about a traditional job. Here are the most important things I’ve learned from working from home for the past two years.

  • Organization is king

In my previous job, I was used to having systems in place. We had a metric board where we kept track of weekly projects and a daily stand-up meeting to discuss outstanding work. I took those skills to my own business and set up schedules and an organization system.

I track all of my projects in Wunderlist and Asana. Most of my clients are in Wunderlist. When someone assigns me a task, I add it to their list with the agreed upon deadline. Personal work, like this blog and The Sturm Agency website, is in Asana. I like both platforms for different reasons. Wunderlist is perfect for client’s work because it’s simple and easy to use. However, I also love Asana’s interface and prefer to keep my personal work organized there.

I timeblock my Google calendar. My calendar is blocked off during my working hours (6-9 am, 12-2 pm, 7-9 pm, and some time on the weekends). Each day I check my client’s requests and work on them for roughly one hour per day except for a client who has a time-based agreement with me. Timeblocking allows me to check in with each client Monday through Friday. Having things set up this way ensures that I never neglect a client for a few days and come back to missed projects or admin tasks. Sometimes the client won’t have anything for me to to do so I’ll move on to the next person. I started this system when I was working full time at Zirtual and managing 8-10 clients. I don’t have that many clients anymore, but the system still works.

I write a daily to-do list in my notebook each day. Every morning I go into Wunderlist and Asana, check which tasks I need to get done that day, and write a to-do list in a paper notebook. I like doing this because crossing things off a list gives me a sense of satisfaction that clicking a button doesn’t. I only write down the five or six most important tasks for the day. I can’t get more than that done on a given day and seeing a 20+ item list stresses me out.

I check what I accomplished and what’s outstanding each evening. Before I go to bed, I check what needs to be done the next day and review the list of things I accomplished that day. Before doing this, I was having a hard time falling asleep because I was running through my to-do list over and over in my mind. Reading a list of my daily achievements makes me feel like I accomplished something even on my worst days. This five-minute routine has helped me fall asleep more quickly.

I track all of my time in 17hats and Toggl. For clients that I invoice, I use 17hats. For everyone else, I track in Toggl. I even track the time I spend writing this blog. It helps because I have a visual guide that I can review at the end of the week.

  • Take a day off

During my first year freelancing, I worked seven days a week. I still have not taken a proper vacation where I stop client work for a week.

That said, I need to have one day off per week that does not involve doing work for anyone else. That doesn’t mean I don’t work on my personal projects, set up my social media feeds or write blogs, it just means that I don’t work on anyone else’s stuff. Every night, it’s my goal to stop computer work an hour before I go to bed so I can read books and relax.

Typically, I don’t work on Saturdays at all. We spend time together as a family during the day. In the evening, my husband and I rent a movie or watch one of our shows.

  • Your word is gold

Some people have a negative perception of freelancers or those who work from home. They think that remote workers are spending their days watching TV and napping. There’s even a Kraft Macaroni and Cheese commercial which mentions “working from home fakers.” Unfortunately, I’ve found that there are some freelancers who are flaky and unreachable. I’ve had to work with some web designers who took 3-4 emails about the same topic before they’d respond. I recently had another marketing specialist completely blow me off after hiring me to do some work.

I do what I say I’m going to do. I work hard to make sure that I meet all deadlines and deliver what I’ve promised. One of the biggest keys to doing that is setting realistic deadlines. I try not to let other people set deadlines for me.

I’m completely open about working at home with my daughter, but I want clients to forget that I’m also taking care of a child. I strive to be so responsive and consistent that it seems like freelancing is the only thing I’m doing.

  • Choose the right clients

One of the best things about being a freelancer is that I can choose my own clients. I try to find people that I believe I can help. I find people whose business sounds interesting to me or whose mission and vision I agree with. I like to work in areas where I already have some knowledge.

I like working with other small business owners, entrepreneurs, and freelancers.

That’s also why working with nonprofits is so important to me. I want to spread their message and make sure the community is aware of the good things they are doing. We need more positivity in our lives especially where I live in Rockford, Illinois which was ranked the 3rd most miserable place to live in the United States.

My ideal client is someone who is organized and realistic. I need someone who has a clear vision for what they want me to do. I also appreciate people who are quick to say thank you and slow to criticize.

  • Stay grateful

I have blessings on blessings; there is no hint of sarcasm when I say that. I think some of my success has to do with the fact that I am so grateful to be able to do this. I don’t personally know anyone else doing something like this. I know a few people with their own businesses, but they are brick and mortar operations or businesses selling actual goods (photos, invites, etc.) I live in a small town and the idea of “working on the internet” is not commonplace.

Many days I’m amazed that I’ve come this far and am so appreciative of my clients. I have the attitude of I get to do this instead of I have to do this.

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Mama’s Favorites: This Week’s Best Content (Week of 9/26/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

Ali Luke shares six ways to make time to write when you’re a parent. I love her idea about writing in blocks. I also structure my day this way.

Josh Hoffman suggests a ‘Networking of Life’ method for getting new freelancing clients. It involves interacting in the community and staying relevant in people’s minds.

Johnathan Stark doubled his income by switching from hourly billing to value-based pricing. Seasoned workers are rewarded in a value-based system while inefficient workers are rewarded with an hourly structure. I currently have a mix of hourly and value based clients.

Marketing

The value of side projects cannot be underestimated. Lauren Holliday talks about 11 ways you can generate income for your business by providing solutions for your customers.

If your content isn’t working, check out this article by Mike Templeman to find out why. You may not be saying anything new or people may not be able to find your content. If you find the source of the problem, you can fix it.

Parenting

Miriam Mason Martineau shares a heartfelt post about why you have to let go of your ego to parent. Some suggestions include focusing on presence and self-awareness and trusting yourself.

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10 Things You Can Do For Your Business During Naptime

There is no sweeter word in the freelancing mama’s vocabulary than ‘naptime’ except for bedtime. Naptime can be a chance to get between 30 minutes to 2 hours of concentrated work done (or not, it’s up to you). Most days I buckle down and work during my daughter’s naps, but other days I take some time to recharge.

Here are ten things you can do for your small business while your child naps.

1) Update your social media sites

Are you posting regularly on your social media sites? You should be! According to a 2014 study, 62% of people check Facebook to find out more about a small business. If your page is infrequently updated your business may appear unprofessional or closed down. Try to post at least twice a week with a mix of other people’s content and your own – a 60/40 split is a good rule of thumb.

2) Write a blog post

Blog writing keeps your site fresh and your Google ranking high. Make sure to use keywords to describe your services like copywriting, blogging, social media management, virtual assistance, or whatever it is you do. Blog posts don’t need to be long, around 500 words is good. Aim to post something new at least once per week on your site, more often if you can swing it.

3) Brainstorm ideas

How often do you sit in silence with a pen and paper or a blank Word document and brainstorm ideas for your business? Try to make some time to do this once per week. You never know what ideas will emerge when you let your brain have time to imagine.

4) Ask for recommendations or reviews

Take a minute to email a past or current client asking for a recommendation or review. Make sure you ask specific questions like:

  • “How has working with me benefited your business?”
  • “Can you describe a situation where my work had a positive impact on your day?”
  • “Would you recommend my services to a friend? Why?”

Questions like these give your client a framework to think about your services. Your client is more likely to respond to specific questions than a general request to ‘review you.’ Bonus points- set up your questions as a Google form that you can easily send to clients after work is complete and keep track of the responses in one place.

5) Read something inspirational

Reading positive news or inspirational business stories can have a lasting positive effect on your mind. Spending only five to ten minutes reading can reduce stress which increases compassion and unlocks creativity. Plus, you never know where your next great idea is going to come from so keep your eyes peeled for inspiration.

6) Google yourself

What’s showing up when you Google yourself? Make sure your internet presence reflects who you are and what you want people to know about you. Consider which accounts you should make private and which you want viewable to the public. Most clients are going to Google you before working with you so you want to know what they’re seeing.

7) Set up a LinkedIn page for your business

Your business should have a LinkedIn page that lists your industry, website, and contact information. Take ten minutes to set up your page so you’re searchable on the platform. How frequently you update the page will depend on your social media strategy. 

8) Set up a Google+ page for your business

Even though the fate of Google+ is constantly being discussed, it’s still helpful to have a page for your business. Google prioritizes Google+ on search results so as long as the platform is still kicking, you should take 10 minutes to create a page and build your online presence. Again, how often you update will depend on your social media strategy.

9) Join a Facebook group

Facebook groups in your area of expertise, or ones for freelancers in general, can be some of your greatest resources. They are full of other small business owners who are doing the same thing you are. You can ask for advice and even get some work. If you’re not a member, join the Freelance to Freedom group right now!

10) Reach out to a mentor or peer

How often do you communicate your goals with someone else? It can be hard to find a one-on-one mentor, so consider a peer mentorship or mastermind group. You could also find an accountability buddy to share your weekly goals with. Reach out and message someone about how you’re doing and ask them to share the same. Just like receiving snail mail, getting a heartfelt email can be a rare occurrence that can make someone’s day.

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Mama’s Favorites: This Week’s Best Content (Week of 9/5/16)

This is a weekly collection of content that I found valuable, interesting, entertaining – or all three! Topics mostly center on freelancing, marketing, and parenting with occasional wild cards thrown in. If you like what I’m sharing, follow me on Twitter for more content suggestions.

Freelancing

Before you get started freelancing, check out Kate Darby’s five things to know before you go solo. The article is geared towards designers but can apply to all freelancers.

Many freelancers are pricing their services too low. Justine Clay suggests going from an hourly rate to a project rate or retainer fee.

Contently has some mixed opinions on whether blogging is important for freelancers. We both agree that it gives you a place to express your creativity without any restraints.

Marketing

If you want to write one blog post every day, you should practice these habits from Neil Patel. One of my favorite suggestions is reading more than you write.

Never search for a free stock image again. Buffer pulled together a gigantic list of 53 resources that everyone should bookmark!

No matter the size of your business, you need a plan. Lindsey Evans will tell you why and make you laugh.

Parenting

Children are experiencing high levels of stress at a younger age than previous generations. Dr. Suzanne Farra explains why and tells parents what we can do to help.

Both working from home or going back to the office after having a baby are hard. Katy Widrick talks about her two experiences and the pros and cons of each.

 

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