For any company in any industry, it’s easier to keep existing clients than to get new ones.  This is no secret.

As a freelancer, it’s that much more important.  Sales is on me, so every minute I spend looking for new work is one less minute for billable work.

Some of this work involves copywriting, which, at least in part, makes me a “creative.”  So, budding freelancers in creative fields—copywriting or otherwise—listen up.  When it comes to your initial deliverable, if all you submit to clients is your draft, then you may be missing a critical component to its success.

I’m talking about a cover note.  Simple or silly as it may seem, it’s a big deal.  If your draft is a map, then the cover note is its key.

Take copywriting as the running example.  “Here’s your copy, shout with questions” may be fine occasionally, depending on the situation.  But, how you preface that copy is often just as important, especially for a new client you’re hoping to turn into a continuous pipeline.  Don’t simply tell them to read it, help them to read it.

Think of it as customer service.

I start by maintaining a running list of things I want them to keep in mind as they review:  why I positioned something in a certain way, callouts for points they stressed from our conversations, places that need particular attention.  At the end, I don’t have to think about it.  I just clean each item up and bullet them in an email.  When there are a lot, my “cover note” may be a dedicated page at the beginning of whatever I’m turning in.

Regardless of format, this is less common than it perhaps should be based on what I’ve heard from clients.  If that’s not enough to move you, there are several reasons why you’d want to consider something like this carefully.

Puts clients in the right frame of mind

They may be reviewing things “cold.”  Think of a comedy show.  People haven’t been laughing all day, so they need to ease into it with a warmup act.  Similarly, sometimes the creative process takes a while and the client needs a quick refresh.

Adds context to your copy (or design, video, etc.)

In my experience, most people who hire copywriters do so because they realize how important their messaging is but can’t do it themselves.  “Here’s why I did what I did” brings them into your world.  It explains what makes good copy so they can see why your copy is good.

Preempts questions or concerns

In adding context, you also proactively address the questions you know are coming from clients who aren’t as well-versed in your craft as you are.  This can save a ton of time on regroups and revisions, which is something you both want.

Contains other recommendations

There are times when I’m developing, say, website copy and have suggestions about other areas.  Maybe it’s adding an FAQ page to support SEO, or maybe it’s removing imagery that’s off-brand.  Rather than muck up my mock-up, I call these out for consideration in the cover note.

Reinforces your knowledge of their business

“You get us” is one of the greatest compliments any consultant can receive.  A cover note isn’t just about proving your expertise.  It’s about proving you can apply that expertise to their business.  If you want a long-term partner, they need to be confident in you as an extension of their team.

Shows you’re a professional

Weekend warriors wing it.  Taking the time to craft a thoughtful cover note demonstrates you contemplated everything in depth.  You did the research.  You turned over all stones in pursuit of the best solution for their needs.  You gave it the attention it deserves.  You are a pro.

Now, I know people in the business who claim something like this isn’t necessary.  After all, alignment on direction and expectations should be handled at the outset through a project brief, copy platform, or similar doc.

Yes, briefs are vital, but here’s the thing.  A brief gives you raw information.  A cover note tells them how you turned that info into a polished product, which may very well evolve as the development process uncovers better ways to reach their goals than you initially discussed.

It’s like prepping company leaders for a big client meeting.  They know what it’ll be about, but you’re the one who’s been in the weeds with your counterparts on the other side.  You need to make sure your bosses are up to speed on the key issues so there are no surprises.  Consequently, you’ve positioned yourself for greater responsibility because of your competence and dependability.

Call it above and beyond if you want.  I just call it smart.  Make it easy for clients to love your stuff and you make it easy for them to return to you again and again.

Interested in learning more about this concept for your freelancing business?  Drop me a line and I’ll be happy to kick it around with you.  Interested in seeing a real, live cover note in action as a client?  Well, yeah, I’ll be happy to kick that one around, too.