Like most solo professionals, I get calls that begin, "Can
you look over my website and tell me what you think?" Or,
"I need feedback on my project." Or even, "You used to
live in New Mexico - what's it like?"

Early in my business, I talked to anyone and everyone,
enthusiastically. But soon I was forced to confront the
reality of opportunity cost. There's never enough time to
update websites, create new products or study a new idea.

So...here are five tips to attract paying clients and avoid
the freebie-seekers.

1. Communicate "professional" and "commercial" on every page
of your website.

Like many professionals-turned-marketers, I was nervous
about sounding too sales-y. But when I began learning more
about copywriting, especially copy for the web, my style
became more direct.

What I learned: Serious buyers rarely get turned off. They
want to be sold. Browsers and tire-kickers got the message
quickly: You have to pay to play. They rarely call anymore.

2. Create low-cost or no-cost products that deliver
bite-sized portions of your expertise.

Serious buyers want to assess your style and expertise
before buying. They may want to develop a relationship
before handing over their credit cards.

So you need the basics: website content, ebooks, ezines and
audio.

Freebie-seekers (and we're all in this category sometimes)
will go away after reading your ezine, mini-reports and
articles.

You can use the same material to attract serious buyers who
want to evaluate your expertise and your style before
risking big bucks.

3. Donate services for everyone's benefit.

If you genuinely want to help others, donate your services
through nonprofit and charitable organizations where you
will get recognition, testimonials and possibly future
referrals.

Sounds self-serving?

When I volunteered with the San Francisco SPCA, many years
ago, the coordinator warned, "Those who volunteer for
selfish reasons will do better in the long run than those
who bring dreams of saving the world." She was right.

4. Clarify your business status on the phone.

Some folks will call before they visit your website. Maybe
they've seen an article or heard a teleclass - and they're
psyched. But they have no idea what you offer.

When a stranger calls for help, save time by explaining
right away, "I run a business so I have to charge for my
time."

Back in the early days, I felt sorry for everyone who
called. But soon I discovered that some of these "needy"
folks were paying large sums to more experienced consultants
who knew how to say "No!"

Instead, I suggest low-cost and no-cost resources, such as
the caller's college placement office or a community college
course. And I do not work with clients who are desperately
short of money.

5. Turn discounted services into promotion tools.

Every so often clients present unique, interesting problems.
They can't pay -- but you'd enjoy the challenge of finding
solutions.

I do not recommend offering discounted service in return for
a testimonial or referral. These clients rarely value what
you offer, so they deliver lukewarm testimonials.

Instead, get permission to record a call, which you can use
as a demo on your website. Or ask to write up their stories
as a case study, which can be sold as a Special Report.

Finally, pay attention to the way you choose your own
services. Most of us unconsciously send messages that
attract people with similar attitudes.

Recently "Ernestine" asked me how to network with coaches
she admired. "I've seen their websites," she said, "and I'd
love to chat with them as colleagues."

I advised Ernestine to subscribe to their ezines instead.
"Then maybe buy an ebook or two," I suggested, "and perhaps
take a class."

One of Ernestine's role models sent a warm thank-you
following an ebook purchase. Ernestine responded and they
had a brief email exchange. Another coach encouraged
participation in a Q&A class.

Most of all, Ernestine realized who would make a good mentor
- perhaps worth hiring. She didn't waste her time - and
theirs - and she presented herself as a professional, not a
needy person.

Cathy Goodwin, Ph.D., creates client-attracting copy and
strategy for solo professionals.
Fr^e Report: 5C's of client-attracting copy
http://www.makewritingpay.com/subscribe.html
Contact cathy@... or call 206-285-2172