The non-salesy line you should drop in every freelance client call
One subtle comment that shows you're in demand and builds credibility (without resorting to a hard sell)
A first call with a prospective freelance client can be tricky territory. You want to convey your expertise and interest, without coming across as desperate or pushy.
There’s one low-key tactic that accomplishes both, and the formula couldn’t be simpler or more natural: Casually mention other work you’re doing as a freelancer and what kind of client you’re doing it for:
“Your timing is great. I just finished up a whitepaper for one of my longtime clients.”
“This is perfect timing. I’m wrapping up a website project for a nonprofit org next week and have some availability.”
“I just finalized a series of video scripts for a new freelance client, so your timing is ideal.”
“You caught me at just the right time. I just turned in the first draft of a sales exec’s book that I’m ghostwriting.”
I’ve used a phone call as my example, but it’s equally effective in emails or Zooms.
Tone & Timing Matter
The key is to keep your phrasing brief, positive, and relevant. The goal is to sound busy, but not so swamped that you can’t take on anything else, which is why it’s critical to mention some variant of “hey, good timing.”
Ideally, you want something that will resonate with that specific person and their needs. There are numerous ways to tweak it to any situation:
Diversify by project type (website content/design, whitepaper, advertising copywriting, etc.)
Change the details (new client/longterm client, industry type, etc.)
Switch up the timing (it works mid-call or even as a closer, but only do it once per call/email)
Why This Tactic Works So Well for Freelancers
There are several reasons why this approach is so effective:
It positions you as experienced and in demand without bragging.
It subtly offers social proof.
Most important, it expands the client’s view of your capabilities.
The truth is, creatives tend to get typecast. Even long-term clients and referrals may have you pigeonholed (“She’s our website copywriter”) without realizing that you offer a much wider range of services.
Work this simple phrasing into your approach, and you’ll be stunned how often you’ll have a “Oh, I had no idea you do that too!” moment.
Mentioning unrelated work helps to expand a client’s view of your capabilities.
I can’t begin to count how many times it’s paid off for me in the past 20 years, in new projects, upsells, and referrals. One example: I mentioned that I’d just edited a book to a prospect (a motivational speaker), and he responded by asking if I could help him write his own. That conversation turned into a nice ghostwriting gig.
A single targeted comment in the right moment can plant seeds for future work with a freelance prospect, an existing client, or someone in their network. No hard selling required.
In the comments:
Have you ever had a “Wait, you do that too?” moment?
Tag a freelancer who might benefit from trying this.