Got Too Many Projects? Establish a Copywriter Referral Service

As your freelance copywriting business grows, consider referring your excess work to others.

The Problem – Too Much Copywriting Work

A few years ago I had a problem. I was getting far more copywriting projects than I could handle. It was a good situation, but a problem nonetheless. My website had crept up to the top of page 1 on Google for some popular keyword phrases related to copywriting. The result was that four to six new clients were inquiring about my services each week.

When combined with my existing clientele and referrals from business contacts, I was drowning in assignments. I was already working nights and weekends. And while the money was nice, the long hours and many deadlines weren’t. I was, as one of my friends said, “stress in a dress.”

The Solution – Begin a Copywriter Referral Service

I had a decision to make. Handling the workflow and continuing to uphold the high standards I set for work and client service meant I needed to take action. I outlined my options:

1. Add an employee – Hire a junior copywriter to work for me.
2. Sub-contract a copywriter – Delegate the work to other copywriters but continue to handle all client interactions.
3. Cherry pick copywriting projects — Be selective about the projects I take on. Turn down those that aren’t as profitable or don’t appeal to me.
4. Refer copywriting clients away – Develop a stable of freelance copywriters to whom I can confidently refer business in return for a referral fee.

The problem with Options #1 and #2 were that they put me in a role I didn’t want, that of employer or project manager. A project manager is responsible for overseeing all the work, making sure it’s on point and will meet the client’s expectations. However, with the tight deadlines most clients’ projects have, I was sure to run into sticky situations if the work another copywriter did was off-base or sub-par. There likely wouldn’t be enough time for me to get up to speed on the project and rewrite the copy.

Another issue, of even more concern, was that it was somewhat dishonest of me to have another copywriter do the work. When clients find my website and review my work samples posted online, they decide to hire me, not a junior copywriter or someone I sub-contract for the job.

Option #3, cherry picking, meant I’d have to become more selective about the projects I took on. To the clients who didn’t make the cut, I’d have to say buh-bye. The problem with this option was that it went against my personality. My natural inclination was to help others. I was uncomfortable with the thought that my website was created to attract clients only to then turn them away without providing any assistance at all.

That left Option #4 as the best alternative. I would develop relationships with copywriting colleagues who had skills and experience levels comparable to mine and refer some of my new-business leads their way. These other copywriters would be wholly responsible for getting the work done and for all client interaction without my involvement. I would simply touch-pass jobs to them.

The clients would know that even though I was at capacity and not able to take on their business at that time, I was making a sincere effort to help them get their project done. I would be referring them to senior-level copywriters qualified to do the work.

The freelancers I chose would welcome the referrals. After, all, they’d be growing their business without investing in any advertising or sales efforts. In return, I would ask for a small referral or finder’s fee for jobs sent their way.

Establishing My Copywriting Network

Step one in establishing my copywriting referral system was to develop a network of skilled copywriting professionals on whom I could call. I already had several colleagues in mind. I used social media and online networking to find a few more.

I checked out each copywriter thoroughly, asking to see work samples and client references. I made sure to get writers with diverse specialties. For example, one copywriter was interested in working with women-owned businesses. Another copywriter specialized in writing about health-related topics. Another liked writing about high-tech products. Finally, another writer, just starting out but clearly talented, was willing to work with clients who had small budgets so she could get experience and quickly build her portfolio of work samples.

With each of these writers, I made my expectations clear. I wanted them to provide the client with prompt service, quality copy and attention to details in all phases of the project. I told them I expected to hear only positive feedback from any client I referred their way.

I also prepared a document that spelled out my terms. In it I explained that I required a referral fee only on the first project, a percentage of the full project price. After that project, the freelancer would “own” the client free and clear with regard to any future work.

Furthermore, I said that I would never ask a freelancer to pay me out of pocket for a referral. He or she would pay me only if and when the project came to fruition, was successfully completed, and the client had made the final payment.

For my part, I told the copywriters that I would do more than simply give a client a name and phone number when passing along a referral. First, I would listen to the client’s needs. I would ask appropriate questions and then refer a colleague who I knew had the right skill set for the job. I would send an email to the prospective client telling him about the colleague’s background and why I specifically recommended him or her for the client’s project.

I would then contact the appropriate copywriter and quickly bring him or her up to speed on what I’d learned about the project. The result would be a mutually beneficial situation for both the client and copywriter.

Choosing Which Copywriting Projects to Keep & Which to Refer Away

Once I’d established my stable of willing copywriters, I then found myself faced with a decision for each new client who arrived at my virtual door – keep the project or refer it away. I began to establish some guidelines. I wouldrefer the project away if any of the following were true:

Why the Copywriting Referral Fee System Works for Me

I’m sometimes asked why I charge colleagues for the leads I send. Why not simply give them away? That would certainly be the more charitable thing to do.

While I like helping people as much as the next person, I also realize that giving referrals takes up time and provides others, the client and the freelance copywriter I refer, a valuable service, for which both are appreciative.

Additionally, I put in ongoing work to keep my website at the top of the search engine rankings so that it brings in a steady flow of new customers. Referral fees cover that time spent.

I don’t feel it’s improper to make money off referrals. After all, I’m running a business not a nonprofit company or government agency. Setting up referral arrangements is a common practice used by attorneys, doctors, accountants, realtors and many other professionals.

I’m proud to say that I’ve helped many freelancers build their businesses with my referrals. They are grateful for the clients I’ve sent their way, especially when the one-time project turns into a long-term account with on-going work, as many have.

Freelance Copywriters Need Multiple Revenue Sources

I believe one of the keys to being successful as a freelancer is creating multiple sources of income. That diversity helps ensure continual revenue, even when times are tough.

For me, one of those income streams comes from referral fees. Freelance copywriters who continually make referrals and don’t establish a revenue-generating referral system are missing out on an opportunity to grow their business.

I see the referrals as a situation in which all parties benefit. Clients get a qualified copywriter to work on their project. Copywriters get a new client without having to invest in advertising or direct sales. And finally, the person making the referral receives a fee that compensates her for time spent in attracting the client and making a successful connection. Win, win, win!

Want more tips to grow your freelance copywriting business? Request my FREE report. Email Susan Greene at FloridaCopywriter@gmail.com and put “Copywriter Report” in the subject line.

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