How to win freelance design clients with outreach

This week’s 96mins will teach you the most effective outreach channels, common mistakes to avoid, and proven strategies for crafting compelling messages. Whether you're new to freelancing or a seasoned pro, our insights will help you build genuine relationships and win the projects you want.

Effective outreach is essential for freelance designers looking to attract high-quality clients and grow their business. It's not just about having an impressive portfolio; it's about connecting with the right people and presenting yourself in a way that gets you hired.

If you’re looking for a quick fix, skip straight to the checklist at the bottom of this post.

But if you want the full picture, stick around. The context matters, and understanding it will set you up to identify, attract, and win work from clients who pay fairly.

Let's get into it and explore how you can improve your outreach and take your freelance design career to the next level.

Effective Outreach Channels

LinkedIn is one of the best platforms for designers to find and connect with potential clients. It's where decision-makers hang out and are more open to professional conversations. Outreach here can be quick and effective, giving you a clear "yes" or "no" from leads. Use LinkedIn to research prospects, reach out directly, or follow up on leads from other sources like Crunchbase.

Cold email is another powerful channel, but it comes with a learning curve and some stigma. The key is to approach it as a way to offer value to prospects, not just spam them. Cody Schneider's simple cold email template is a great starting point: introduce yourself, mention a relevant result you've achieved, and gauge their interest. Follow up a day later to drive traffic and pixel remarketing. Offering something free, like a landing page teaser, can spark a conversation and move things forward.

Industry events are an often-overlooked outreach method that can work wonders for designers with strong social skills. Networking in person allows you to skip ahead in the rapport-building stage, as many attendees are actively looking for top talent to work on projects or know someone who is. James Frewin a seasoned freelancer mate of mine has had great success with this approach, and it's worth considering if you enjoy socializing and making connections face-to-face. Here’s what he has to say:

Common Outreach Mistakes (and How to Avoid Them)

One of freelancers' biggest mistakes, which I’ve been guilty of, is asking for too much on the first engagement. Prospects are turned off by a heavy-handed approach, just like you would be if someone came on too strong when asking for a date. Ease into the conversation, show genuine interest, and let the potential to help them naturally come up. Treat outreach like maintaining a healthy sales pipeline – it takes time and effort.

Another common pitfall is not doing enough volume. Outreach is a numbers game, and contacting just a handful of people every few weeks won't cut it. A manageable way to approach this is to reach out to 5 new people per day. That's 25 per week, around 108 per month, and 1,300 per year. Even if you only convert 1%, that's 13 new clients. Focus on building relationships, and then the opportunities and referrals will follow.

Not following up is another big mistake in outreach. Positive engagements rarely happen because you reached out to someone once. There's a ton of power in the follow-up. The goal is to follow up as many times as you can without being a pest. Typically, this could be anywhere from 3-5 times, depending on your offer and value-add. To avoid being a pest, leave 3 working days just to be safe.

Here's a potential follow-up sequence:

1st - Initial outreach

2nd - Reminder

3rd - Offer something for free (a product, resource, or insight you believe will be helpful for them)

4th - Ask for their thoughts on what you've shared

5th - Let them know you're going to lay low and won't reach out unless they ask you to

According to a study by Woodpecker, sending 1-3 follow-up emails can increase your reply rate by 40%. Another study by Backlinko found that emailing the same contact multiple times leads to 2x more responses. Persistence pays off, but it's crucial to strike a balance between being proactive and respectful.

Failing to contact the decision-maker is another mistake. Don't waste time trying to go through individual contributors – go straight to the person with the authority to say yes. If you can't get through after multiple attempts, then consider reaching out to someone else. Remember, decision-makers are people you can help, not unapproachable figures too busy for you.

Over-relying on your portfolio is a weakness in outreach. While a strong portfolio is crucial, it's more effective to show prospects something directly relevant to them. Prepare mood boards or mockups specifically for the client you're contacting. They'll be more engaged if they see the direct value in your work.

Lack of personalization can tank your outreach efforts. Generic copy-paste messages that don't show interest in the recipient or their business are easy to ignore. Spend a few minutes researching each prospect and mention something specific about their work, social media posts, or company. Tools like Clay.com can help with personalization at scale, but be prepared to invest.

Another common issue is not having a clear offer. Saying you want to design their website or product isn't compelling. Instead, focus on the value you can deliver. For example, a CRO UX designer could offer to work with a client until their design improves conversion by 10%. A specific, results-driven proposition is much more attractive.

Finally, lack of personalization can tank your outreach efforts. Generic copy-paste messages that don't show interest in the recipient or their business are easy to ignore. Spend a few minutes researching each prospect and mention something specific about their work, social media posts, or company.

Example of a Compelling Outreach Message

Cody Schneider's simple cold email template is a great example of this in action:

"Hey [Name], Saw you do/use [personalized achievement]. We helped [previous client] get [desired results] in [realistic time frame]. Interested in learning more? [Your Name]"

A day later, he follows up with:

"Circling on this. Does [Company URL] sound interesting to you? [Your Name]"

Demonstrating genuine interest in the prospect and their business is essential. Spend a few minutes researching each person you reach out to and find a way to connect your message to their work or goals. Showing that you understand their needs and challenges makes your outreach much more likely to resonate and get a response.

Crafting a compelling outreach message takes time and effort, but it's worth it. A well-researched, personalized message with a clear value proposition and genuine interest in the recipient is far more likely to get a positive response than a generic, copy-paste email. Invest in making each outreach attempt count, and you'll see better results in the long run.

Actionable Checklist for Effective Outreach

1. Choose the right outreach channels:

   • Utilize LinkedIn to connect with decision-makers and follow up on leads

   • Experiment with personalized cold emails that offer value

   • Attend industry events to network and build relationships in person

2. Avoid common outreach mistakes:

   • Don't ask for too much on the first engagement; ease into the conversation

   • Reach out to at least 5 new people per day to maintain a healthy pipeline

   • Contact decision-makers directly whenever possible

   • Prepare targeted mood boards or mockups instead of relying solely on your portfolio

   • Craft a clear, results-driven offer that demonstrates specific value

   • Personalize each message by researching the prospect and their business

3. Follow up effectively:

   • Follow up 3-5 times, depending on your offer and value-add

   • Provide additional value with each follow-up (e.g., free resources or insights)

   • Know when to pause outreach and respect the prospect's time

4. Craft compelling outreach messages:

   • Personalize each message by mentioning specific details about the prospect's work or company

   • Focus on the concrete results you can deliver, not just a generic offer of services

   • Demonstrate genuine interest in the prospect's needs and challenges

   • Invest time in researching and tailoring each outreach attempt for better results

By following this checklist, freelance designers can systematize their outreach efforts, avoid common pitfalls, and increase their chances of landing high-value clients. Remember, success in outreach is a combination of persistence, personalization, and providing genuine value.

Wrapping up

Mastering the art of outreach is essential for freelance designers looking to attract high-value clients and grow their businesses. By focusing on the right channels, avoiding common mistakes, following up effectively, and crafting compelling messages, you can build genuine relationships and secure the projects you've been dreaming of.

Quick checklist:

• Research prospects

• Tailor your approach

• Craft messages that resonate

So, take action today. Start by choosing one outreach channel to focus on, whether it's LinkedIn, cold email, or industry events. Set a goal to reach out to a specific number of prospects each day, and commit to following up consistently.

Best,
Zaire