As freelancers we have to get out there and build an audience.
Many of us do this through creating our own websites, publishing newsletters, writing articles and networking on social media sites.
Over time we might build up a subscriber base of a thousand, five thousand or even twenty thousand or more people.
These are people who read our articles, our blog posts or even our Tweets.
But who are these people? What kind of audience are you building?
More specifically, are they real prospects, or are they just readers?
If you are a freelancer, you need them to be real prospects.
This may sound obvious, but many solo entrepreneurs focus too much on numbers. They want ten thousand subscribers for their newsletters, or ten thousand followers on Twitter.
The trouble is, those audiences are useless to your business if they are not made up of people who could, one day, become your clients or, at least, introduce you to clients.
It’s a discouraging thought, but many of the people on your lists may be other copywriters or people who are interested in what you write and say, but will never, ever become a client.
So how do you make sure you are building an audience of prospects?
The key it to develop content that is specifically targeted to your prospects’ urgent needs.
For instance, if you specialize in search engine copywriting, focus your content on the tips and tricks of SEO.
If you write sales pages, focus your content on the strategies and tactics of writing great sales pages.
Also, think about the clients you already have. What are their key information needs? Where are the gaps in their knowledge? What have they been asking you?
Always match your content to the services or products you actually sell.
Don’t be shy about sharing valuable information. The more you give, the more you will impress your prospects.
Just don’t spend your time trying to please everyone. Don’t waste time building an audience of non-prospects on Twitter. Don’t write articles that will be loved by other copywriters, but ignored by your real prospects.
As a freelancer, your time is valuable. Yes, you need to get out there and communicate. But be tough on yourself.
Don’t aim for high numbers. Aim for quality.
Don’t create an audience of general readers. Build an audience of engaged prospects.
For help with building an audience of true prospects for your freelance business, check out my one-on-one coaching service.