Everyone knows the importance of first impressions. As freelancers, it’s almost certain that the first impression you give to potential clients will be in the form of a written message. Learning how to open a conversation with a potential client could be what lands you that great project you want!
Therefore, using the correct tone is essential. You definitely don’t want to be too informal and come across as unprofessional. On the other hand, you don’t want to be too formal and come across as uninteresting, robotic, or even worse a ‘copy and paster’!
Try to use a friendly, neutral tone – somewhere in the middle of informal and formal.
Remember to think about the culture of the person you are speaking to. Everything you will read below is suitable for English native speakers. For some cultures, such as Japanese, it could be better to take a more formal approach.
Opening lines – how to open a conversation with a potential client
The opening lines of your message are the most important. You need to hook the reader’s attention and encourage them to continue reading.
Nail the beginning of the conversation to make your client notice you.
Let’s start with a few things you definitely SHOULD NOT write to start a message to a client or a potential client.
- Sir – this is too formal
- To whom it may concern – this is native speakers’ favourite opening for official messages, but it is far too formal.
- Mate – too informal
- Hey – too informal for a first message, in the future when you have a friendly relationship this might be OK.
- Heeey! – at no point should you use such informal language, always spell words correctly.
- I saw your job posting… – where is ‘hello’? Never start a first message without a greeting of some kind.
- Hey, how r u? – Never use texting language!
OK, so what about the good things – what SHOULD you write?
The best way to start any message is simple, just a friendly Hi or Hello with the name if you have it:
Hi John,
If you really cannot find the name just write:
Hi,
or
Hello,
So, what comes next? Let’s start with general messages as well as what to write in a few specific situations.
General messages
For a general message, your tone should be neutral and friendly.
It’s a good idea to start your message with a simple Hi or Hello.
Next, I like to add something friendly such as:
I hope you are well.
If you know the recipient well you can write:
I hope you’re having a good week.
I hope you had a good weekend (only on a Monday!)
Tell them why you are writing
The reader of your message might not know why you are writing to them so it is a good idea to begin your message with something like this:
I am writing to ask about…
I am writing in regard to…
For example:
Hi Sam, I hope you are well. I am writing in regard to the article you posted on LinkedIn.
If you are writing after you had a meeting with someone, it’s polite to follow up and show your appreciation. For example, you can write:
Hi Sam, I hope you are well. Thank you for taking the time to meet with me today.
If you want to follow up about something that you already talked about:
Hi Sam, I hope you are well. I just wanted to follow up on our conversation yesterday.
Responding to a job posting via email
Unlike on Upwork or other freelancer marketplaces, if you are writing an email the recipient might not know what job your message is about. So tell them!
Hi Sam, I hope you are well. I’m writing in response to your job posting for a freelance designer.
If you want to arrange a meeting
In this case, just write:
Hi Sam, I hope you are having a good week. I’m reaching out to ask if we can arrange a Zoom call to discuss the project. When would be a good time for you?
When accepting a job offer
Accepting a job offer is always such a happy occasion, so you can write:
Hi Sam. Thank you so much for getting back to me. I’m very excited to start work on the project.
How to start a proposal or cover letter
If you are writing a proposal or cover letter for a project or a job I highly recommend doing your research about the position, the company, the product, and so on. If the client can see that you have taken the time to read the posting carefully it will tell them a lot about the kind of freelancer you are.
You can show that you have done your research by repeating keywords from the project description, and by being specific. So, if the client is looking for a UI designer for a wellness app make sure you mention that it is a wellness app. It will also show that you are not just copy-pasting the same message to every job.
Don’t bother writing your name and what you do. They will already be able to see that information. Also, the client is not really interested in you yet, they simply want to know if you are suitable for the position. The client should be your focus, it’s not about you.
Don’t say that you are writing to ask about the job – they know that already! Instead, focus on the client and make it personal!
Be sure not to cause this reaction in your client’s mind!
What not to write
Don’t write like this, ever, as it says very little about you and might look a little bit too selfish:
Hi my name is Juan and I am a web developer from Spain. I am writing to you about the web development project I found on Craiglist.
What you should write
These are far better options in an email:
Hi [NAME], I read your job posting and it looks like you need a … for your …
Hi …, reading your project description I can see that you need…
For example, you can use them like this:
Hi Chris, I read your job posting and it looks like you need a dedicated designer for your new wellness app interface.
Hi Chris, reading your project description I can see that you need an experienced marketing specialist for the launch of your new exercise product.
You should be very clear that you understand exactly what the client needs.
Think about how many proposals clients read on a daily basis. Show immediately that your biggest concern is the client’s needs.
It is a good idea to show interest in the project. Using the example of the wellness app you could express an interest in wellness and briefly mention your personal experience. Only write one sentence about this. If you don’t have any interest or experience in wellness, just ignore this part, don’t lie.
For example:
Hi Chris, I read your job posting and it looks like you need a dedicated designer for your new wellness app interface. It sounds like a great project, I have used various wellness products over the last few years so it’s an area I am particularly interested in.
Good communication with your clients and potential clients is so important. It sets the tone for your future relationship. It shows the client how professional you are. It shows the client that you are the right person for the job.
You could be the best programmer or the most creative designer available, but if you appear unprofessional or lazy in your communication people will not want to work with you.
The good news is that improving your communication skills is not impossible. It’s not even very difficult! With the right support and effort, you can become a much more effective English communicator, build more trust with your clients, and seize the best opportunities for your freelance business.
