Last week, I asked you to tell me what you want to know. The responses were overwhelmingly in favor of discussion of getting new clients, so we’re going to tackle that, first. (The other questions, about networking, negotiations, and beginners’ mistakes, I’ll get to next week.)

Randi said: I’ve been working as a freelance writer for over two years now (wow, time does fly!) and most of that time I’ve worked for 2 main companies. This means that I’m really not very bright when it comes to getting new clients or starting to work for new companies. Any hints or tips that you’re willing to divulge?

Carrien said: What exactly did that first email say? How did you convince them with a beginner’s resume?

Alice said: Ditto to the others - getting new clients. Even if it’s just a variation on the 90/10 rule, hearing stories about how you psyched yourself up to send things out, how you chose whom to approach, what kind of a portfolio you built (or wish you built), etc.

So let’s really talk about it—how do you get someone to hire you?

When to approach. Obviously the best way to make sure that you’re asking for a job that exists is to put it an application either when a job has been posted or when someone has specifically asked you to apply. This has the advantage of never bringing back a “Sorry, we’re not hiring right now” response. On the other hand, it has the disadvantage of most likely guaranteeing that lots of other people are applying as well, and you’ll have to work harder to stand out.

Where do you find these jobs? Some people use Craigslist. I hate job listings on Craigslist; I think the process of separating real jobs from stupid people who want you to work for them for free is onerous. There’s your local paper. There’s online listings on places like Media Bistro and Freelancer.com. You can even use “conventional” job boards like Monster, though obviously that’s more for full-time office jobs. Joining any sort of listserv or message board designed for your particular field is another good way to hear about job openings.

But also spend some time thinking about your “dream jobs.” Where would you write if you could pick and choose? Why wait for those outlets to advertise? Some of the best jobs I’ve gotten have happened because I asked for a job when one didn’t necessarily exist already. It’s riskier to do this, but can really pay off. More on that in a minute.

How to approach. If there’s a stated job opening, most of this is easy—make sure you’ve reviewed all the position requirements and address them as directed. Do not email if they ask for paper, do not call if they say to email; if they ask for “strong experience in Fitzblatt Method” do not apply unless you have that. You should have a stock resume on your computer but you should never, ever send it out as-is; tailor it slightly for every position for which you apply, so as to maximize the skills/experience that particular position requests. Similarly, don’t ever apply for a job without a cover letter, or without knowing to whom that letter is going. In today’s modern digital workplace that may mean a cover email rather than nice stationery, but either way, it starts out “Dear [actual person's name],” and tells them why they should keep reading. “Dear Sir or Madam: Resume attached” is not a cover letter; it’s an invitation to delete your email.

Look, if you’re a freelance writer, there is very little wiggle room here for a crappy cover letter. You’re applying to write, so write. Your letter must be grammatically and syntactically perfect. Beyond that, it has to be interesting. If the position calls for someone funny, be funny. If it calls for someone with strong knowledge in a particular subject area, display your expertise. The trick here is to be both professional and personable, and it’s more important for writers than for anyone else because this is what they’re going to hire you to do.

(I once applied to write for a dairy company—way back when, when I had very little experience on my resume—and I spent the entire first paragraph talking about my deep, abiding and possibly unnatural love for their yogurt. I didn’t get the job, but I did get an email back thanking me for my entertaining letter.)

If you’re approaching someone about a job that doesn’t yet exist, you start with general networking (more on that next week, but basically I mean you should be on a first-name basis with someone at your target company), and then you move in with the pitch. They are in dire need of [insert your idea here] because it would [insert benefit to them here], and furthermore, you are the very person to write it for them because [insert explanation of your utter awesomeness here]. The trick here is to keep it light; you want the idea to appeal, but you don’t want to lean in so hard that they end up thinking, “Whoa, who does she think she is?” Also, how you respond if they reject your idea is just as important as how you pitch. If they say no, that’s not the time to take your ball and go home; that’s when you come back with, “Okay, what would you do differently?” Of course, if the “no” is budget related, keep it light as well, and keep the door open—”Oh, I understand. Your fiscal year goes to June, right? I’ll ping you again in a few months and see if anything has changed.”

I tell this story all the time, but I pitched at least half-a-dozen ideas to Scholastic before they gave me my own column. They didn’t have a job opening. And several times I was turned down due to budget, and several other times it was due to the idea just not “clicking.” I’m on my third editor over there, too, which means I had to keep it up through the changing of the guard and not get discouraged. I adapted based upon what they told me, but I also kept my strengths front and center: I am a lifelong Scholastic fan and believe in their company and message and would love to evangelize for them; I am a bookworm raising bookworms and that makes me the perfect representative for them; and finally, I am an entertaining writer. When we hit upon the right idea, they said yes. But I hung in on that one for well over a year before I got the gig. Could I have gotten other jobs, instead? Sure. I could and and I did. But I kept at them because that was a job I really wanted. It paid off.

Honesty really is the best policy. This may sound a little silly, but I think one of the benefits of freelancing is that you can avoid doing work you don’t like. Sure, maybe sometimes you’ll take a less-than-favorite job because the money’s good, but for the most part, genuine enthusiasm for a project is not only going to help get you hired, it’ll just make life more enjoyable. Don’t apply for something that you hate just because you think it will somehow be “good for you.” You can build diversity in your experience without drudgery. Really, life is too short for that, and potential employers can tell. So it may be tempting to apply for something exactly like what you’ve already done because you know how, even though you’re bored, but chances are that will come through. Conversely, there’s nothing wrong with saying “I’ve never handled this topic before, but I think my experience gives me a good foundation and I’m eager to branch out.” A little honest enthusiasm goes a long way.

Also keep this in mind when presenting your accomplishments; there’s a line between putting your best foot forward and blowing smoke. So, for example, Randi, what you need to do when you approach new clients is not try to make it sound like you have a vast array of experience (because you don’t), but do emphasize that you’ve been a successful part of the team at X and Y for two years, and you’re ready to meet the next challenge. (Longevity can be hard to find in this field, so that will score you some points.) Similarly, if you’re starting from almost no experience, talk about your personal blog. (Because you do have a personal blog, if you’re a writer, right? It’s the cheapest/easiest way to build a platform and a name for your writing.)

In the meantime. And this brings us to general tips for both fledgling and more seasoned writers: Do write regularly on a personal blog and build your audience there. Do have business cards made up that proclaim you to be a freelance writer, and give them out when appropriate. Do conduct yourself professionally on any job you get, and then don’t be shy about asking that employer to write you a recommendation on LinkedIn so that you have that in your pocket. If you really have no or very little experience, do some work for free to build your resume (but remember to choose reputable outlets and/or places where no one is paid; don’t just give away your writing to people/businesses who can and should pay you).

Say what you mean. While I don’t remember exactly what that first cover letter said, Carrien, my strategy hasn’t changed all that much in the five years since I started doing this. I always talk about what I can bring to the position, sure, but I also make sure to say that I want this particular job because I think it’s interesting and that I’m pretty sure I’ll be great at it. You’d be surprised how many people leave that out; you could be totally qualified, but if you display no enthusiasm, who cares? (And for beginners, this is even more crucial—there’s nothing wrong with saying, “I realize you’d be taking a chance on me, but I think you’ll find it’s a gamble worth taking.”)

I know a lot of “experts” encourage people to pad their resumes and bullshit a little, but again, I think honesty is always the best policy. Sincerity and real enthusiasm go a long way. And if you’re good at what you do, you don’t need to make stuff up—your work will speak for itself.

I feel like I should’ve delivered this entire post with pom-poms waving in the air. You can do it! Fight fight fight!