Hey Reader,

Last week, I got a notification on LinkedIn from a name I didn't recognize.

As soon as I read the post, I busted out in a big smile. Here's how it starts:

This is one of those moments that feels like pure payoff.

I've spent years experimenting with different ways of finding and converting leads, and I put in a lot of time here and on LinkedIn trying to teach others how to do the same.

Nadira signed up for my newsletter (the one you're reading right now), and used the methods I laid out in one of the first emails in my welcome sequence. And it got her a new lead.

Actually, it got her way more than just a new lead. I went back to Nadira's profile to grab a screenshot for this email, and I saw this post:

Nadira clearly has the skill to sell her services to a prospect on a call, and the cred to back up what she does.

The strategy is what got her in the door.

To make sure everyone can use this strategy when they need it, I've reposted it below. Check it out (again?), bookmark it for the next time you need a new client, or forward this email to someone who could use it.

- Liam

PS This strategy is just one of the lead-generation strategies I teach folks in my one-on-one freelancing coaching programs. If you want more, why not book a free twenty-minute chat and see if we're a good match for mentorship? I'll probably end up giving you a few more tactics on the call, cause I'm a yapper who likes to see other people make money. 🦜🤑

The Best Cold-Pitching Strategy for SEO Clients (and others)

1. First, find a lead you want to target, and figure out who their top three or four competitors are. (You can do this using your favorite SEO tool - just look at who is ranking for keywords that would be valuable to your target.)

2. While you're still in your fave SEO tool (here are the ones I use), pull the total number of keywords for your target and their competitors. You don't need to download the full list of keywords, just the number of total keywords. Write down that info.

3. In the same tool, record the number of "high-value" keywords they all have. (To me, this means anything over 500 - 1000 searches per month and ranking in the top 10 positions, but you may need to adjust this based on your target).

4. Put all of this data into a simple little chart, comparing the target and their competitors' figures side by side, and pop that chart in an email. (Example in the article below.)

5. In your email, tell the client you were interested in their business and did some poking around. Explain your chart, and tell them you could help them improve their rankings and outsmart their competition. Give them one or two of their competitors' top high-value keywords and suggest you might be able to help them rank for those keywords as well.

If you want to see what that looks like in action, check out the case study below. There's an example of the chart inside:

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Why this strategy works, even for non-SEO clients

The outline above is specifically for SEO clients, but trust me, this type of strategy works for freelancers who aren't SEO specialists. With this kind of approach, you do a few things that will help you win a client:

1. You show the client you are interested in their business. You aren't just copy-pasting the same pitch over and over.
2. You offer your client immediate value by giving them free information about how they fare against their competitors.
3. You tap into your the competitiveness that is inherent in business owners (trust me, I am one).

If you’re a freelance web developer, you can compare your target's website to their competitors in terms of site speed, mobile responsiveness, and user experience. Highlight areas where your target’s site could improve and how you can help them get there.

As a graphic designer, you could analyze the branding and design elements of your target’s website or social media compared to their competitors. Point out opportunities for stronger brand consistency or visual appeal.

If you’re a virtual assistant, you might look at the administrative processes and customer service efficiency of your target’s business compared to their competitors. Offer insights into how you can streamline their operations or improve their client communications.

The key is to tailor your approach to provide immediate, specific value.

Yes, this strategy will take a bit more time than blasting a bunch of generic emails out to 100 different businesses. But once you get the hang of it, you can probably pull some valuable information together in 30 minutes or less, and the odds of winning over a client with these personal touches are much higher than a generic email.

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