By James Palmer
There are many ways freelance writers can get new clients, but few are more effective than a bait piece.
Write it once, then post it on your site and it’ll go to work for you all the time to grab new clients.
Curious about what a bait piece is, and how to create one? Read on:
What’s a bait piece?
According to copywriter Bob Bly, a bait piece is “an informative booklet, white paper, or special report addressing some aspect of the problem your product or service helps the reader solve.”
In this case, the service is your writing. You are not just a writer, but a problem solver.
Your bait piece could be anything from a white paper or case study to a helpful checklist or video.
Why bait pieces work
A good bait piece is effective for several reasons.
First and foremost, it establishes you as an expert in your prospect’s eyes not just another freelance writer. Many clients think writers are a dime a dozen, but they’ll gladly pay your fees if you approach them as an expert in the problem your writing solves.
Second, a bait piece acts as a sample of your writing, so make sure it looks professional and every word is spelled correctly.
Finally, it builds confidence and trust in you and your services. A strong bait piece makes the client think: “If her free information is this good, just think what her paid services can do for me and my business.”
The bonus? By having a high-quality bait piece, you’ll tend to attract higher-quality clients. Your bait piece can make the difference between dealing with lowballers and getting name-brand businesses in your client stable.
How to create a solid bait piece
If it sounds overwhelming to you to create one of these, trust me, you can do this. My tips:
- Keep it simple. A short report with an evocative title works best. “10 Tips for…” “7 Secrets to….” Checklists also work well.
- Solve a problem. A good bait piece tells a client how to solve a problem they have related to your writing niche. Don’t worry that you’re giving away all your secrets for free; the object is to show them that you’re the best person for the job — and convince them to hire you.
- Make it valuable. Work hard to make your free report really valuable to your client. Study their industry and your competitors to come up with a report your prospect hasn’t seen before.
- Target it. Depending on your niche, something industry specific, such as “12 Ways Restaurants Can Get More Clients from Social Media” can be much more effective than a generic writing-related topic like “How to Create Web Copy that Sells.”
- Price it. You can also give your free report high perceived value by putting a price on the title page. Then you can say something like, “Click here to get my FREE report, 10 Facebook Marketing Faux Pas and How to Avoid Them (a $29 value).” You can even sell it elsewhere on your website.
- Think outside the page. Your bait piece doesn’t have to be words on a page. You could also create a video and make it available for streaming on your website. All you need is PowerPoint, a microphone, and some screen capture software.
- Make them an offer they can’t refuse. Offer your bait piece in every email you send to prospects with a strong, benefit-rich statement that makes them want it and tells them how to get it quickly and easily.
- Go hard and soft. When crafting your prospect email, give them a hard and soft offer. Your hard offer is to contact you for more information about you and your services, and can include things like a free consultation, while your soft offer is for the free report. Those who need your help right away will go for your hard offer, while those who don’t need your help right now but might somewhere down the road will respond to your soft offer of the free report.
If you need formatting help to create a white paper or checklist report that looks great, partner with a designer who needs a portfolio piece of the type you’re creating and you can probably do a swap or get a good price.
Got questions about creating a bait piece — or got a bait piece to share? Ask in the comments, or feel free to give us a link to your piece and tell us how you created it.
James Palmer is a freelance content marketing writer, fiction author and independent publisher. He is the author of The Secrets of Six-Figure Freelancing: Make More Money and Have More Fun as a Freelance Writer.