Freelance Writers: How to Produce Content Your Clients Will Love

Yesterday, I received an email from a new client (we picked her up at the beginning of the year). Her company offers executive management leadership seminars. She wanted to start an article marketing campaign and ordered a one article per week, “easy, breezy” content package. In response to the second article we wrote, she sent over a short, sweet note which said:

Love this one!!!  It’s like you have met me or something. 🙂

FYI, in response to the first article, she said, “Yuwanda, this looks great.”

Of course, I was delighted, because I’m very exacting when it comes to client’s content – especially because we charge at the higher end of the scale now.

Throughout my freelance career, I’m proud to stay that most clients love the content that me/my team produce. As I’ve said here on this blog on many occasions, it took me many years to consider myself a writer. I just could never wrap my head around it and I think a big part of the reason is that I take this “knack for business writing” that I have somewhat for granted.

In the past, when I thought of “writer;” I thought of great fiction writers or poets like Toni Morrison, Alice Walker, Hemingway, etc.

Freelance Writers: Why You Shouldn’t Take Your Writing Skills for Granted

How to Make Your Writing Connect with Clients (and Their Clients)

Now though, I no longer take the skill that I have for granted, mainly for two reasons:

(i) The web has produced a lot of opportunities in freelance writing and I’ve done jobs for clients that I thought were “no big deal” that they just raved over; and

(ii) Content marketing is a client’s “face to the world” these days. And, they’re willing to pay handsomely for content that makes them “look good.”

With this being said, I thought I’d share a few things I do to produce copy that clients love – and keeps them coming back for more.

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Freelance Writers: 4 Things You Can do to Make Clients Fall in Love with Your Copy

I. Ask Them about Their Goals: When my writing company lands a new client, one of the first questions I ask them is what are their goals for the copy – is it to generate direct, immediate sale; generate leads; get more signups for a newsletter; etc.

Purpose: This will determine what type of call-to-action statements the content should have.

II. Visit Their Website/View Marketing Materials: This will give you a real feel for the client’s business because their marketing materials represent the face they want to present to the world.

Purpose: To keep your copy consistent with their other marketing materials. In fact, I often pull sentences, phrases, blurbs from their websites, blogs and marketing material to use in the content that we produce for them.

Writing Tip: I once read a Tony Robbins book (I forget which one). But in it, he talked about the power of “imitation.” Basically, he said if you want someone to feel like you understand them, you have to connect with them. One way to do this is to “emulate” them, ie, if you’re sitting across from them, mimic their position, eg, if their hands are in their lap, put your hands in your lap.

This is not to “openly mock” mind you, but to subliminally send the message of “I get you; we’re on the same wavelength.”

Pulling content from a client’s existing material to put in your copy is a form of “mimicking.”

III. Find the Passion: I like to peruse a client’s About Us page, or bio, or mission statement page, or startup story – in short, anything that tells you about why they do what they do.

Purpose: It will reveal their passion – why they started their business, what their mission is. Once you find this, it’s easy to write from a place of honesty.

Note: If this info isn’t readily available, ask the client directly why they started their business / why they do what they do.

IV. Tell a Story: As you’ll notice from my blog posts, I write from first-hand experience and relay a lot of real-time info. In short, I tell stories; I let you into what’s going on with me professionally (and personally to some degree).

While this isn’t always possible with client copy, it doesn’t mean you can’t tell a story.

Purpose: People connect with stories. I think it subconsciously sends us all back to childhood where we liked being tucked in and hearing a good story from mommy and daddy. I know I did!

So craft a story for your client. Make the reader (your client’s customer) connect with why they may want to buy, subscribe, attend, consult, etc.  


I hear all the time from other freelance writers who struggle with writing client copy. Or, they have a difficult time feeling that they’re “good enough” as freelance writers.

Trust me – rarely is this the case.

Writing comes easily to me – and I think one of the reasons it does it that I’m a natural communicator – always have been (sometimes to my detriment). When I was in grade school, a running comment my teachers would put on my report cards was, “Talks too much.”

My mom used to say, “Wanda, why can’t you just sit quietly after you finish your work?” Thank goodness, she never punished me for it because I was a good student and to be honest, I think she knew I got my loquaciousness from her! [My dad was the quiet type].

I don’t remember what my reply was when my mom would question me, but I’m sure it was something along the lines of, “I don’t know;” or “I’ll try.” You see, I’ve never been very good at keeping my mouth shut. Thankfully though, that personality quirk translates to the pen (keyboard) – and earns me a nice living.

The bottom line is, writing is just another form of communication. By using the tips I’ve dispensed here, you should be able to break through some of the freelance writing stumbling blocks you may have.

Share Your Freelance Writing Tips

Ever get stuck on a client project? What writing tips / techniques do you use to push through? Please share in the comments section below.

Have a great week.


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    1. Billye Gursky says:

      Very exciting article! I’m looking forward to more articles from you & sharing more of your techniques & tips. Please keep up the good work.

    2. Am now interested in writing SEO’s thanks for your informative blogs yuwanda

    3. @Saeed:

      Thanks for the name of the Tony Robbins book Saeed. That’s the one!


      Glad you found the post inspirational.

      @Saeed; @Karo: I prefer my full name, Yuwanda (only family calls me Wanda).

      Good luck to you both 🙂

    4. I only came across your website two days ago and so far, am encouraged to get going with my writing skills. You really give great informations and am thankful for that. God bless you Wanda. @ Saeed thanks for sharing your story. I am going to do just that. stop doubting myself and move out of my comfort zone.

    5. Hey Yuwanda,

      First of all, I want to remind you of Tony Robbins
      book that you couldn’t remember. I think it’s
      “Awaken the Giant Within” and I can vividly remember
      the page in which he talked about the “mimicking” concept.

      Honestly, I’ve doubted my writing skill for a long time. The
      funny thing is, I strongly believe that I’m a good writer. But
      just can’t understand why I doubt my ability.

      Thankfully, I’ve resolved to get out of my comfort zone this year
      by guest blogging on various blogs. So far, my effort is yielding good
      results. One of my guest post went live today and I couldn’t believe it.

      The amazing thing is that the owner of the the blog really like my article
      by saying this:

      “Hey Saeed,

      First off, excellent guest post! Very good read.

      I have already published it, here is the link: http://ian-belanger.com/top-business-blogging-practices/

      Anyway, I have setup a user account for you on my blog. You should have received your login info by email. Let me know if you didn’t get it.

      If you would like to submit another guest post, just login to my blog and submit it there. Then let me know that you have submitted a guest post for review and I will read and publish it.

      All I ask is that you respond to peoples comments on your guest posts.

      Thanks again for submitting such a quality guest post Saeed.”

      My advice to fellow freelance writers: Never ever doubt your writing skill. Don’t compare your writing to others. You can never be your favorite writer. You can only be YOU. And there will be only one YOU in this world. Get out of your own way to writing success by “shipping” out your work to the world (get your articles published across the internet).

      Wanda:) thanks a lot for sharing your stories with us. It’s priceless!