My So-Called Freelance Life - Michelle Goodman [37]
Trying to infiltrate a 25,000-employee megacorp without a personal recommendation or introduction can be a lot like trying to find a contact lens in a swimming pool. There is no contact info on the company website, no person you can call to ask about freelance opportunities. Often these companies outsource their work not to individual freelancers, but to those creative agencies we talked about in Chapter 7, who then hire the needed freelancers. So your job is to find out what staffing agencies the corporate empire you covet uses and to infiltrate them. Considering that half your town has probably worked for said empire at some point in their lives, you won’t have to play Sherlock too long before you stumble on the right agencies to contact.
Once you get a contact name, use it as soon as humanly possible, while the introduction your friend made is still fresh and before your newfound contact ups and leaves for another job. Don’t call; email. It’s much less painful and much more efficient. “Back when I started up, there wasn’t even any email,” says author and Los Angeles Times columnist Meghan Daum. “So you used to have to pick up the phone and call an editor and pitch them, and they would answer and there was a horrible moment when they didn’t know who you were and it was so humiliating.”
Not only is email easier on you, it’s about one hundred times less intrusive for the potential client. I don’t know about you, but I don’t take kindly to people interrupting my workday with unsolicited phone or—horrors!—doorstep sales pitches. Besides, an email gives you a nice, neat space to lay out your credentials, portfolio, and contact info for people to peruse at their convenience. Trust me, the last thing you want to hear when you’ve just got up the nerve to contact Sassy & Sassy is “What was your name again? Can you spell that? Wait, hang on a sec . . . Sorry, my pen just ran out . . .”
So what do you say? Quickly identify yourself, say how you got their name, and butter ‘em up in a non-stalkerly way (“Loved your ‘Real Women Have Curves’ ad campaign,” or “Kudos on nabbing a Clio—much deserved!”). Then tell them that you’d like to work with them and how you differ from all the other freelance photographers or copywriters out there (ten years on staff at ad agencies, experience working on big oil and green energy ad campaigns, et cetera). Don’t get too carried away trying to sell them on how great you are; focus on what you can do to make their life easier. The whole email should be two to three short paragraphs max. And forget attachments. Instead, point them toward your website, where they can see your bio, samples, and client testimonials.
The Fine Art of Following Up
Don’t be surprised if you don’t hear back. Between spam filters and overflowing inboxes, there’s a decent chance you won’t. That’s why you’re going to follow up. Seriously. It helps grease the wheels, and it shows the client you mean business. I like to wait a week (not too soon, but not too long) and then forward the original email with an added, “Hello Client of My Dreams, just want to make sure you received the below email about my interest in freelancing for you. If I don’t hear back from you by Friday, I’ll give you a call next week.”
Calling instead of emailing that first follow-up works, too. When dialing for dollars, keep it short and sweet. Quickly introduce yourself and then ask if they have a few minutes to chat before forging ahead with “Did you get my email?” Consideration for your contact’s time goes a long way.
Follow their lead: If they sound frazzled, make it snappy. Potential clients don’t have time to chitchat about American Idol or meet you for lunch so you can gas on about all the awards you’ve won or clients who’ve licked your boots. If they tell you to call back tomorrow, say “You got it!” and add it to tomorrow’s to-do list. If they invite you downtown to show off your portfolio, oblige. If they tell you to try back again in three months, mark your calendar so you