Cold Pitching Challenge

Prospecting For Clients: How to Prospect for Companies to Pitch as a Freelance Writer

One of the very first things you need to do during a cold pitching campaign is to prospect for companies to pitch.

As a freelance writer, you don’t just go and randomly start pitching people. Instead, using a refined set of criteria you first come up with a list of qualified prospects you will be sending your cold pitches to.

In this video, I give a thorough walkthrough of how to prospect as a freelance writer. The video shares the exact steps I take when prospecting for clients as a freelance writer. Using the health and wellness industry as an example, I come up with a list of 48 viable prospects in the health and wellness industry:

Here’s a short summary of the steps in the video:

Step 1. Start by determining your target industry (e.g. health), then determine the actual niche in this industry (e.g. health insurance) and come up with a list of “seed keywords” that you plan to use to find organizations you will be pitching.

Examples of seed keywords:

  • Health insurance
  • Health insurance company
  • Health insurance provider
  • Health insurance service
  • Health insurance plans

You’re likely to come across more seed terms as you find target companies — as some of these companies tend to use these terms in their site title. So pay close attention to key terms/phrases used by companies you come across in their homepage title, website description, and copy.

Step 2. Determine the tools you’ll be using

I generally use the following tools to find prospects when looking for potential clients to pitch my services to:

I’ll start by searching Google for the seed keyword of my choice; usually, I pay attention to results in the first 20 pages, carefully scanning them and picking out the companies that I feel would be a relevant target. This is because the results you’ll get after the twentieth page are likely to be spam.

Here are a few factors I pay attention to when deciding on whether or not to select a company:

  • The description or business model of the company based on information available from their website: I generally rule out blogs, content companies, or organizations that do not clearly sell a product or service.
  • The design of the company website: If the design is 1999-ish, then there’s no point contacting the company — it is probably inactive or dead.
  • The date in the footer of the company’s website: For example, “Copyright 2020” or “From 1996 to 2020.” This is an indication of how active the company is; we’re currently in the second half of 2020, so if a website is yet to update its design to reflect this age (and is still stuck in the 90s), it is probably not very active or dead.
  • I also pay careful attention to the overall look and feel of the company website: This goes beyond just the design but it’s part of it. In other words, does it look like an actual business? What’s your gut feeling about the company in general?

Step 3: Compile the list of viable companies and add them to the spreadsheet one after the other: For efficiency, I often go through the Google search result pages fast, going through several pages first and opening companies I find interesting in a new tab until I have about 20 or so tabs opened for different potential companies, I then go through the tabs one after the other and decide on which company to add to the spreadsheet and which one to ignore. This saves some time.

Step 4: It is very important to realize that not all results will link to a company homepage: A lot of these results will be blog posts on company websites as opposed to an actual company homepage; this is because search engines like Google prioritize content and as a result rank them better.

So content on a company might rank for the keywords you chose while the homepage won’t; this doesn’t automatically disqualify a website. Instead, click to this content and then click to the homepage from the content to see if it is a right fit.

Step 5: Pay careful attention to ad results: Don’t just look at the organic search results; if a company is rich enough to pay for Google ads, they most likely can afford to hire a freelance writer. So you don’t want to ignore the companies regularly featuring in the top spot for your target keywords when prospecting.

How Do You Prospect For Clients?

So there you have it, my step-by-step walkthrough on how to prospect for clients to pitch your freelance writing services to. You can use this prospecting method regardless of the niche you are operating in as a freelance writer.

15 replies on “Prospecting For Clients: How to Prospect for Companies to Pitch as a Freelance Writer”

Hi Bamidele,
I would like to get updates and join this 30-Day Cold Pitching Challenge.

I’ll greatly appeciate email updates and your guidance through the process. I am ready to work and make it work.

Many thanks,

Gabriel Oyikwusays:

Hi Bamidele,
Thanks for the guide. I like the fact that you presented identifiers to qualify prospects so that one can know how when he is doing it wrongly. Keep up the good job!

Hi Bamidele, I watched the video till the end. It’s a ton of value. I ‘ve to appreciate you for giving it for free.

Hi Bamidele, I’m eager to walk with you through this challenge. It timely for me. It was in my plans to learn how to pitch.

HI Bamidele,
This is a great walkthrough, and I’m sure it’ll be addressed but after deciding on a niche and potential prospects, what is your best advice for finding the person to pitch?

Also, do you have a template of the type(s) of pitches that you send out to each potential prospect?


Hello Bamidele,

A very powerful exposition. It will go a long way giving a detailed insights into the cold pitching process.

Thanks, Bamidele for the challenge.

I had a couple of ways to prospecting for clients but this one is completely new to me. I’m adding it to my list.

Lawrence Chikonyesays:

Hi Bamidele,

An eye-opener!
Many thanks,

Agnes Ndirangusays:

I am extremely overwhelmed with happiness. There is a lot to learn because I am a newbie but I’m willing to be part of this 30-Day challenge and also a member of Writers in Charge.
Thank you so much!

Very insightful.The lessons here are amazing! I hope one day I will tell my success story. I’m so much willing to be part of the 30 days cold pitching team. Thanks allot.

Douglas Nkongesays:

Hi Baidele, this is very very useful information. I’m just joining you for the first time and the way I see things, am gona make. Thank you.

Mary Okumusays:

Hi Onibalusi
Your experience and tact is admirable, most so using them to help out writers. I am really grateful for your ‘tall relative’ shoulders. I surely will get those fruits inside my basket.
Many thanks
Mary Okumu

Onwumere Barthsays:

Hi Bamidele, I am overjoyed to have received so insightful a piece of information from you. And though my niche of interest is different from the one highlighted here – actually am interested in parenting- It will serve as an invaluable guide to me in my crave for guidance in this enterprise. Thanks.

Cletus Georgesays:

Getting more targetted and purposeful! Good.

Comments are closed.