Everything in this post comes from Robert at Let’s Workshop. This is the original PDF.
- Don’t include any links unless they explicitly ask for them; links are distracting
- Don’t include your portfolio
- Be concise
- Sound confident and important
- Don’t use technical jargon
- Sell an outcome, not yourself
The “in-conversation” Emails
So how do you follow up with someone who’s replied favorably to your email?
“Hey! This sounds good. Are you looking to bring me on in the next month?”
You don’t want to waste your time or the client’s time on a project that is too far into the future.
If they respond that they’re looking to bring you on sometime in the next month, then you should begin talking about the project seriously. When you confirm the project will be happening soon, it’s time to schedule a call.
“OK great. I’ve structured similar projects with past clients in your situation a few different ways. The best way to find out which one is right for you would be a 15 minute call where we can meet and discuss what you need.
Does next week on X at X:00 work?”
This call will allow you to ask everything you need to know about their budget. Usually I like to recommend retainers for the bulk of my clients. If they can’t schedule a call, respond with your budget questions over email.
On the other hand, some leads won’t have a project starting for a few months. If this is the case, move them to a “Staying in Touch” group and reply:
“OK I’ll follow up with you then. I love X about your company so you’ll be high on my priority list.”
The Follow Up
“Hey haven’t heard back from you on this, is it still something you’re looking to do?”
1 week later:
“Hey there, any update on this?”
3 days later
“Hey is this project still a priority for you?”
1 week later (if they haven’t responded):
“Hey there, since I have not heard from you on this, I have to assume your priorities have changed.”
The Testimonial Email
Send this close to the end of a project:
”Oh and by the way, I’m thinking of doing a case study about ProjectName on my website – with your permission. I would also love to include a testimonial from you about my work with :CompanyName: Something like this would be perfect:
“Using Robert’s design services to create a website that measurably attracts more customers is a guaranteed investment. ClientName: – Founder”
In fact, if you’re busy at the moment, I can use that quote for now. Either way, let me know. Thank you!”
The Referral Email
Thanks for the testimonial. This was an awesome project.
I’d like to continue working with you. I have a few ideas for what we can do in the next few weeks to add to this project and make it even more successful.
I’ll send those over soon, but for now, if you know of anyone who would benefit from a similar service, I would love it if you could send me their email. I’ll let them know that you were thinking this might be right for them, and answer any questions they have about how your project worked out (I’ll also cc you on the email)!
The Fully-Booked Email
Hello Client, First thing I want to let you know ASAP that I’m booking months out in advance.
If you need someone immediately I’ll be happy to recommend someone else, but if you’d like to work with me specifically – fair warning – the longer you wait, the longer it will be until we can work together.
ONLY signed contracts with down payments go into my schedule, and only then will any of my clients save a spot in my schedule.[The rest of your awesome email with the next step goes here]
The Retainer Upset Email
“For small maintenance updates like that it would probably be best to do some sort of small retainer. For example, some of my clients pay $X00 every month to have me on call for up to 4 hours. They have that time reserved just for them no matter what.
Otherwise, I’d still be able to do pretty much any small updates you need (at my normal $X00 hourly rate) – you would just need to wait in my queue if I have other clients.
For companies of your size I usually recommend option 1 because I can sometimes be booked weeks or months in advance, and in that case, updates wouldn’t be as fast to get done (with option 2). The small retainer is discounted so it’s a better deal.”