Core Client Acquisition Methods

Let’s talk about where to actually find clients…

And not just any clients, but ones that pay well, respect your work, and don’t give you an ulcer every time they email you.

This part of the training covers a lot of different ways to do this. And that’s intentional.

You don’t need to use all of these methods at once. In fact, I’d recommend you pick just one or two to start with and go deep.

Master those first… then add more later if you want to.

But you do need to be doing something. Because clients aren’t going to magically appear in your inbox just because you’ve read a few copywriting books and whipped up a portfolio.

Client Acquisition Method #1: Ask Your Existing Network

Let’s start with the easiest win most freelancers completely ignore.

Your network.

Now I know, I know…

I told you I’d show you how to get email copywriting clients, even if you don’t have a big network right now (and don’t worry, I’ll cover plenty of ways to do this in just a mo’).

But you likely have some sort of network, right now.

Friends. Family. Ex-colleagues. Your barber. Your mum’s weird cousin who owns a bike shop. Anyone and everyone in your circle who either runs a business or works in one.

Don’t overthink this.

You’re not asking for a handout. You’re just letting people know what you do, and giving them a chance to connect the dots if they know someone who needs help.

Here’s a simple message you can send:

“Hey, I’m helping businesses with their email marketing now. Know anyone who might need help?”

You’d be surprised how often this works. People love connecting others and being the “hook-up.” It makes them feel useful.

So don’t be shy. Ask around.

Client Acquisition Method #2: Local Businesses & Agencies

This one’s kinda old-school, but it still works a treat. (Especially when you’re just starting out.)

If you live in a decent-sized town or city, chances are there are hundreds (if not thousands) of businesses that need better marketing… and have no idea where to start.

Think like a hitman with charm.

Be direct, but friendly.

Write a mini sales pitch for your services. You’re a copywriter now after all, so start putting those skills to good use. Then either:

Email your pitch to local businesses you find on Google
Print it out — better yet, hand write it — and mail it to them
Or target local marketing agencies and offer to handle overflow work on a freelance basis.

You’d be surprised how many agencies are dying to offload small copy projects to someone they can trust.

Client Acquisition Method #3: Niche & Local Facebook Groups

This is one of my personal favourites.

Join niche Facebook groups where your ideal clients hang out. Could be industry-specific groups (like “Ecom for Coaches”), or location-based ones (“YOUR LOCAL TOWN Business Network”), or even just general entrepreneur groups.

Now don’t be that guy who barges in and starts pitching.

Instead, camp out in the comments and be ridiculously helpful.

When someone asks a question about subject lines, don’t just say “make them short and attention grabbing.”

Break it down. Give examples. Share frameworks.

Your goal? Be the top comment. Outshine the original post if you can.

Over time, people will start tagging you when copy questions come up. You’ll build rep, trust, and pre-sold leads who DM you asking to hire you… and they’ll feel like they know you already.

But this only works if you’re consistent. So be the go-to person in your niche and your leads will sort themselves.

Client Acquisition Method #4: Upwork

Alright, let’s address the ugly stepchild of freelancing… Upwork.

I know, I know. Everyone and their gran has slagged off Upwork. And yes, there are some absolute bottom-of-the-barrel clients on there.

But it’s also where I got my first few clients… and where I built the proof and testimonials that helped me move upmarket.

Here’s how to make Upwork actually work for you:

Step 1: Fix your bloody profile

Your Upwork profile is not a CV. It’s not a therapy session. And it’s not where you ramble about your “passion for words” or how “creative” you are.

It’s a sales page for your services. Treat it like one.

Lead with a clear, punchy headline that makes a promise:

e.g. “Email Copywriter | I write words that get clicks, opens, and sales.”

Then, in the body, hit them with:

Who you help
What you do
What your work actually accomplishes
Why you’re easy to work with
And wrap it with a solid CTA

Keep it tight. Keep it results-focused. Keep it human.

Step 2: Apply fast with short, punchy proposals

This is where most freelancers bomb.

They write essays. Or copy-paste the same generic intro to every client. Or worse, they just link to their website and say, “Let me know if you’re interested.”

Yawn.

The best proposals are short, sharp, and tailored to the gig.

Here’s a basic structure:

Open with something personal

Call out the problem they’re facing

Offer a specific result or angle
Follow any additional instructions they’ve asked for in their job posting

CTA

Bonus tip: End your proposal with a question to prompt a reply. Something simple like:

“Would you like me to map that out for you?”

Step 3: Start small, win big

You’re not trying to land a $10k retainer straight off the bat.

Start with the little jobs.The quick-turnaround gigs.

The $100–$300 warmups that let you get a foot in the door and stack social proof like poker chips.

But here’s the trick:

Treat the small jobs like they’re big jobs. Overdeliver. Be fast. Make it smooth. Blow them away.

Then ask for the testimonial.

And if they’re over the moon, ask:

“Know anyone else who could use this kind of help?”

Step 4: Avoid the landmines

Alright, let’s talk about bad clients.

Real talk: When you’re just starting out, you will work with some duds. That’s normal. Cut your teeth, get the experience, bank the testimonials, then raise your standards fast.

But to save you a few headaches, I’m gonna give you a cheat sheet of client red flags to look out for.

One or two of these red flags alone doesn’t mean they are a terrible client and you shouldn’t work with them. But be aware of them and adjust your expectations accordingly when you see them:

Red Flags:

“There’ll be more work if you do a good job…”

Translation: I don’t have more work. I’m just dangling this carrot so you’ll accept crap rates.

“I’ve worked with loads of copywriters and none of them were any good…”

Translation: I’m a nightmare to work with and will blame you for everything.

“I can’t pay, but I’ll give you equity in my startup…”

Translation: My startup makes zero pounds and zero sense.

They treat copy as a commodity

If they care more about your rate than your results, run. Cheap clients cost the most.

Constant rush jobs

If they want 24/7 access and think you’re Deliveroo for copy… that’s a hard no.

Scope creep

Starts with “just one landing page.” Ends with you rewriting their whole funnel plus 12 bonus emails, unpaid. Nip it in the bud.

Radio silence

If they go MIA mid-project, be wary. Busy is fine. Ghosting is not.

Dodgy ethics

Fake testimonials? Made-up stories? Outright lies? Say no. If they’re happy screwing over their customers, they might be happy screwing you, too.

Broke business

If they’re not making at least $10k/month, they probably can’t afford you. And if they can’t run traffic, your copy won’t get tested… which means no juicy results for your portfolio. Lose-lose.

A final word on red flags:

When you’re starting out, expect to eat some dirt. That’s fine.

But the moment you’ve got some wins, a few happy clients, and proof you can deliver?

Raise. Your. Standards.

Because every hour you waste on a crap client is an hour you could’ve spent finding a great one.

And believe me, the good ones are out there.

Step 5: Graduate

Upwork is like school. It teaches you:

How to pitch…
How to close…
How to deliver…
How to manage crazy clients…
How to actually get paid to write copy…

But you don’t wanna stay in school forever. Use it to:

Build confidence… Get results… Collect some killer testimonials… and… Sharpen your skills under pressure…

Then get the hell out!

Client Acquisition Method #5: Job Boards

There are a ton of copywriting job boards out there. Some of them are great, others are crap. But here’s two I’ve seen people have the most success with:

Cult of Copy Job Board (Free Facebook Group)
Copy Chief Job Board (Paid)

Some posts will have 100+ applicants. Some will have five. And if you move fast, stay sharp, and focus on results instead of resume-padding nonsense, you can absolutely win gigs from these.

You’ve got two plays here:

1. Post your own “I’m available” message. Use this framework:Headline → Problem → Solution → Credibility → CTA

It’s short, punchy, and client-focused. You can tweak the tone depending on the group, but this basic structure works everywhere.

2. Reply to job posts with a short, direct pitch. Keep it casual, confident, and focused on results. And for the love of all things holy, follow instructions.

And remember: results > years of experience.

Instead of “I’ve been copywriting for 2 years,” say, “My last email campaign brought in 87 booked calls in 5 days.”

Don’t have results yet? Talk about what you’re aiming to do for them. Make them feel like you’re already thinking about their business.

Even if you’re newer, this makes you stand out.

Strange (But Effective) Bonus Tip: Think outside the box and reply to job posts that are a few weeks (or even months) old.

Send them a quick message saying something like: “Hey, did you ever find a copywriter for your project?”

Most of these clients will already be working with someone. However…

Some of them will have hired a copywriter who wasn’t a great fit and now they’re looking for someone new… and now you’re in prime position to seize that opportunity.

And some of them won’t have found a copywriter to work with at all and are still looking.

This tactic works shockingly well and hardly anyone does it. So give it a go!

Client Acquisition Method #6: Cold Email

Cold email gets a bad wrap. And for good reason.

It can feel demoralizing, like a huge waste of time when you send hundreds of emails and get zero responses. However…

Cold email does still work if you do it right, even if you're a total newbie.

(Although you will have much more success with this once you’ve got some wins and testimonials under your belt that you can leverage as proof.)

You’ve got two ways to play the cold email game.

Option 1: Spray-and-Pray

This is the brute-force approach.

You start compiling a list of businesses that might need your help with copy and marketing…

Secret Tip #1: If you want to work with ecommerce stores, here’s a link to a MASSIVE list of stores that are hosted on Shopify’s servers:

https://myip.ms/browse/sites/1/ipID/23.227.38.0/ipIDii/23.227.38.255/sort/6/asc/1#sites_tbl_top

Secret Tip #2: Visit the Facebook Ad library and search common buying focussed terms like “Shop Now”. This will show you a ton of brands who are actively spending money on ads. Meaning: They have a need for copy.

When you’ve identified some businesses you’d like to contact, use a tool like Hunter.io to dig up verified emails for decision makers (ideally founders, CMOs, or marketing managers)…

And you start sending. Write these fast and send a lot of volume.

Now, I’m not saying write crap and blast it to the world. You still need to be sharp. But this method is all about speed and scale.

Here’s a simple cold email format that works:

Subject: Quick idea for [Their Company Name]

Body:

Hey [First Name],

I came across [Company Name] and had a quick idea I think could boost [specific thing they’re doing: emails, ads, etc.].

I help businesses [insert quick value prop: e.g., revive dead email lists, boost conversions on landing pages, etc.].

[Insert short line of business you’ve helped already and the result they got for proof… if you have this]

Mind if I send you a quick video on how this could work for you, too?

[Your Name]

And when you get a reply…

You can send them to a quick 5-minute video you’ve recorded that gives a brief overview of exactly how you help businesses like theirs achieve results, and show some more proof if you have it of how you’ve done this before.

I recommend recording and sending this video using something like Loom.

From there, you can get them to book a discovery call with you and close them on hiring you. (I’ll cover more on how to do this in a bit.)

Remember, this approach to cold email is a volume game.

Send lots. And follow up at least a couple times if you don’t get a reply after a few days.

It’s a numbers game, so don’t take silence personally.

Option 2: The Dream Client Method

Now let’s flip the script.

Instead of trying to book clients cold… You give a little first.

Now I’m not a fan of doing free work upfront to land clients, but this is one the expectation of that rule.

I’m talking about tactically leading with value for clients that you already know about and would love to work with.

Here’s how it works:

Make a list of some businesses you know and love who you’d be excited to work with. (A lot of folks suggest making a list of your “Dream 100” clients, but I think that’s a bit overwhelming. Just pick a few to get started with and add more businesses to your list over time if you need to.)
Don’t just pitch them. Don’t ask them to hire you. They’re busy, and they don’t owe you anything.Instead, send them a genuine compliment. Tell them how their work impacted you.THEN (in the same email) offer them a few free custom assets you’ve personally built for their business that they could easily test. It could be:

A few emails
A new email welcome sequence
A punch-up of their current opt-in page

You give them this with no strings attached.

This can work like bangsticks because you’re doing something 99% of freelancers will NEVER do...

You’ve made their life easier BEFORE asking for anything.

And if the assets you’ve sent them are really good and they align with their brand, you’ve now opened the door.

They’ll check it out. They might test it. And if it hits…You’ve just earned yourself a hot lead or even a client.

Now, how do you know which businesses are worth targeting with this method?

Look for these 3 things:

They run paid ads: If they’re spending money on traffic, they probably spend on copy too.
They email their list regularly: That’s a good sign they value content, conversion, and consistent communication.
They’ve got testimonials and social proof: Meaning people are buying, and their business is working. You're not dealing with a broke dreamer… you're dealing with someone who has momentum.

Start from there, then filter with your gut.

Client Acquisition Method #7: Referrals

Let me tell you something wild: Most freelancers never ask for referrals.

And that, my friend, is a rookie mistake.

Because referrals are the highest-converting, lowest-effort way to land new clients.

You don’t have to pitch.
You don’t have to cold email.
You don’t have to dance for attention on LinkedIn or make reels that make you cringe inside.

You just ask one happy client:

“Hey, know anyone else who could use this kind of help?”

Boom.

If you’ve done good work — and the client likes you — they’ll gladly pass your name along. It makes them look good for recommending someone reliable.

Here’s the golden window:

Ask for referrals right after you deliver a win.

When they’re hyped. When they’ve just seen the results. When the dopamine is still high.

Don’t wait. Don’t be shy. Just say:

“By the way, I’ve got some room for another client this month. Know anyone who might need help with [emails / landing pages / whatever you did for them]?”

But what if they don’t refer anyone?

That’s fine too. Nothing ventured, nothing gained.

This isn’t about getting a guaranteed lead every time.

This is about building a habit… a system where you’re always planting referral seeds that could bloom weeks or even months later.

I’ve had referrals come in 6 months after a client project ended because I asked the right way at the right time.

And once you’ve got a few happy clients under your belt?

This becomes a snowball.

Good clients know other good clients. People talk. Word spreads.

But only if you nudge it along. So don’t leave it to chance.

Just ask.

And most importantly: Keep doing great work.

That’s the real engine behind referral flow.

One more thing: Past clients = easy wins

In the same vein as referrals, here’s another wildly underutilized move:

Reach out to clients you’ve worked with before.

Seriously. Most freelancers treat past clients like one-night stands. They do the job and never speak to them again.

But if you’ve already delivered for someone once, there’s a good chance they’d hire you again… if you just show up.

Shoot them a message like:

“Hey [Name], just checking in. How’s [Project] been going? I’ve got some room this month and thought I’d see if there’s anything else I can help with.”

It’s simple, but it works.

They already know and trust you. And they’ve already paid you.

And that’s like 90% of the battle. So this kind of outreach can convert like crazy with minimal effort.

Client Acquisition Method #8: Posting Content

You don’t need 10,000 followers on social media to land clients from posting content.

Because all it takes is one great potential client, silently lurking, reading your stuff, to make a boatload of money from your content.

When you consistently post decent, relevant content, you’d be surprised how often someone will message you out of the blue saying:

“Hey, I’ve been reading your stuff for a while. Do you take on clients?”

And just like that, your next paid gig drops right into your lap.

But that only happens if you’re showing up — consistently — and posting content that proves you’re not just another copy-pasting amateur.

Now you might be wondering:

What the hell do I post?

Here’s the simple truth:

If you’ve gone through my Emails with Attitude Cookbook, you already know what to do.

All those rules that make your emails entertaining, valuable, and punchy-as-hell… They apply to content on social, too.

You’re using a very similar skillset, just pointing it at a social feed instead of an inbox.

The only real difference:

With social, you’re speaking to a colder audience than your email list. So you’ve got to double-down on self-interest in your hooks and openings.

Now here’s a few easy ideas of things to post:

Quick copy tips that potential clients could use
Breakdowns of what’s working (or failing) in the wild
Mini-rants about the dumb advice floating around online
Wins and lessons from client projects
And stories about big results you’ve helped your clients get (Either share them with sensitive details removed — or ask permission before sharing.)

Now text posts are great.

But if you want to stand out even more: Start doing video.

Look, if you're like me and being on camera might not be your idea of a good time.

But not many freelancers are doing video.

And that’s exactly why you should consider it.

Even short, simple videos filmed on your phone can build trust fast. People can see your face, hear your voice, and instantly get a feel for your vibe.

Which makes it a hell of a lot easier for them to picture working with you.

No need to go full influencer — just show up and talk shop for 30–60 seconds. That alone can put you in a league of your own.

The content approach to getting clients won’t get you a flood of new work overnight.

It’s more of a slow burn. A reputation builder.

But if you post often and stick to a schedule, your results can quickly snowball into a consistent pipeline of new, qualified leads who already trust you before they ever reach out.

But what if I don’t have any results yet?

Doesn’t matter.

If you don’t have client wins to share, share what you’re learning. Break down someone else’s ad. Dissect an email. Explain what you would do differently, and why.

You’re not trying to position yourself as a guru on a mountaintop.

You just need to be a couple steps ahead of the business owner who’s reading your stuff and thinking, “Bloody hell… I could use help with this.”

Where should you post?

Pick one or two platforms at most and run with it. Here’s some good places to start:

LinkedIn: Unlike most social media, people are on LinkedIn to do business, so they’re in a head space that’s going to be receptive to your messaging.
Facebook groups: Especially business, coaching, and ecom ones.
Twitter/X: Great if you’re fast, funny, and good with pithy writing.
Reddit: Niche subs with business owners in them. Don’t pitch. Just share value and wait for people to ask you for more help.

The aim is to be visible, not viral.

Having a post go viral is overrated and doesn’t often bring that many new qualified prospects into your world. So don’t sweat it if your posts aren’t doing crazy numbers.

Post 3-5x a week. Show up with value. Inject personality. Write like a human.

You do that… and people will remember you. They’ll trust you.

And when they need help with their emails, ads, or funnels…

You’ll be the person they reach out to because you kept showing up.

Bonus (Advanced) Client Acquisition Method: Digital Products

Let me be crystal clear up front:

This is NOT for beginners.

If you’re in your first year or two of freelancing, skip this for now. You’ve got better things to do… like getting clients, stacking wins, and building your chops.

But once you’ve got a few notches on your belt: Digital products can pull in clients like nothing else.

You get paid when someone buys it…

You get to showcase your expertise…

And then, if they realise they don’t have time to implement all your great ideas and just want a pro to handle everything for them, they come back and pay you again.

Because by then, you’re not some random stranger. You’re the person who already helped them, making you the obvious choice.

Great digital products that showcase your expertise pre-sell clients to you on autopilot.Plus, it filters out the cheapskates… because if they paid for a product, they’re already in the buyer’s club.

Now listen…

This isn’t easy. It takes time. Energy. A brain.

But if you can put together something sharp — an eBook, a template pack, a mini-course, whatever — that solves a real problem your ideal client has:

You’ve got yourself a powerful lead machine.

One that pays you before the sales call even happens.

Again, don’t jump into this too early. But once you’ve got the proof and the polish, it's one hell of a power move.

One Final Pro Tip For You: Keep the Engine Running

Even if you’re fully booked right now, never stop doing at least one or two of these client acquisition methods every week.

Why?

Because it’s the difference between being a feast-and-famine freelancer or a booked-solid pro who only says yes to the best clients.

Always keep the client engine warm.

Even if you’re turning people away, this gives you leverage.

It allows you to be more picky about who you work with…

So, you can slowly stop working with lower paying clients — or clients who just don’t excite you — and you can start climbing the ladder to working on more high-paying stuff that you enjoy.

Core Client Acquisition Methods

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