You speak with a potential client. You send a thoughtful response. Maybe you even have a great initial conversation. You’re pumped. Then… silence.
You wait a few days. Send a “just checking in” email. Still nothing. A week later, you try again with something like “wanted to follow up on our conversation.” Radio silence.
Sound familiar? You’re not alone. This scenario plays out more often than we would like. The pattern:
- Potential clients don’t respond after initial contact
- Those who do engage often disappear during follow-up conversations
- Very few initial prospects actually convert to paying clients
- Writers typically give up after just 1-2 follow-up attempts
Here’s the thing: The problem isn’t your skills or pricing. It’s your follow-up system.
The writers who consistently convert prospects use a different approach entirely. They don’t chase. They don’t beg. They provide value at every touchpoint and create natural urgency without being pushy.
How?
Here’s a 48-hour system to help you turn prospects into clients.
The 48-Hour (Turn Prospects Into Clients) System Overview
It’s super simple, you may be shaking your head.
Hour 1: Initial contact response
Hour 24: Value-first follow-up
Hour 48: Decision point follow-up
Let’s break it down.
Email #1: The Strategic Follow-Up (Within 1 Hour)
Subject: “Next steps for your [specific project type] project”
Hi [Name],
Great talking with you earlier about your [specific project/challenge mentioned in conversation].
Based on what you shared about [specific pain point they mentioned], I’m putting together a focused proposal that addresses [their main concern]. I want to make sure I’m targeting the right priority for you.
You mentioned [recap their main challenge]. Is [specific aspect of that challenge] the piece that’s costing you the most time/money/headaches right now? Or is there another angle I should focus on?
The reason I’m asking: I just finished a project for [relevant industry] where we tackled this exact issue and [specific result]. I want to make sure my approach hits your biggest pain point first.
I’ll have your proposal ready by [specific time tomorrow].
Best,
[Your name]
Why prospective clients appreciate this: You’re confirming you listened during your conversation, demonstrating relevant experience, and refining your understanding to create a more targeted proposal. Plus, you’re not selling yet!
Email #2: The Value-Forward Proposal (24 Hours Later)
Subject: “Your [project type] proposal, ready for review”
Hi [Name],
I put together your proposal based on our conversation about [their main challenge]. It’s attached.
I focused the strategy on [specific aspect they mentioned] since that seemed to be your biggest priority. The approach is similar to what worked for [relevant client/industry] when they faced [similar challenge].
One quick thought while you’re reviewing: I noticed [industry trend/insight relevant to their business]. Might be worth considering as you plan this project and your broader [content/marketing/communication] strategy.
Happy to discuss any questions or adjustments.
Best,
[Your name]
Why prospective clients appreciate this: You’re delivering what you promised while adding strategic insight. Even if they don’t reply to Email #1, you’re moving forward based on your initial conversation.
Email #3: The Professional Check-In (48 Hours Later)
Subject: “Following up: [project type] proposal”
Hi [Name],
Just wanted to check in on the proposal I sent yesterday for your [specific project].
I know you’re weighing your options. If you’d like to move forward, I can start [specific date] and have [specific deliverable] ready by [specific date].
If you’ve decided to go another direction or the timing isn’t right, no problem at all. I’d appreciate it if you could let me know so I can plan my schedule accordingly.
Either way, I’m here if you have questions about the approach or want to discuss any adjustments.
Best,
[Your name]
Why prospective clients appreciate this: You’re being professional and direct without being pushy. You’re making it easy for them to say no while creating gentle urgency with specific dates.
When They Don’t Respond: The Pivot Strategy
If no response after Email #3, wait one week, then send:
Subject: “Quick favor—feedback on my proposal process”
Hi [Name],
I know you’re busy, so I’ll keep this brief.
I’m always looking to improve my proposal process. Would you mind sharing quick feedback on what would have made my proposal more compelling?
Even if you went with someone else, I’d genuinely appreciate any insights.
Thanks,
[Your name]
Why prospective clients appreciate this: You’re no longer selling. You’re asking for help, which people often naturally want to provide. This often reopens the conversation.
How to Set Up Your System
Step 1: Create Your Email Templates
- Copy the three email scripts above into your email client’s template or signature section
- Create versions with your standard sign-off and contact info
- Save each as “Follow-up 1,” “Follow-up 2,” and “Follow-up 3” for easy access
- Pro tip: If you use Gmail, save these as templates for one-click access. Need help? Instructions here.
Step 2: Build Your Reminder System
- Set up recurring calendar reminders: 1 hour, 24 hours, and 48 hours after client conversations
- Include the prospect’s name and project type in each reminder
- Alternative: Use a simple spreadsheet with columns for Name, Project, Contact Date, and Follow-up Status
Step 3: Prepare Your Value Arsenal
- Gather 3-5 articles, case studies, or resources relevant to your niche
- Save links in a document titled “Client Value Content”
- Include 2-3 industry insights or trends you can mention in conversations
- Keep one recent client success story ready to reference (with permission)
Step 4: Set Up Your Tracking System
- Create a simple tracking sheet with columns: Prospect Name, Follow-up Stage, Response Rate, Outcome
- Track which emails get the best response rates
- Note which industry insights resonate most
- Review monthly to refine your approach
Make It Work for YOU
This system works because you’re solving their problem before they hire you. You’re not just another freelancer sending generic follow-ups. You’re the expert who already understands their business.
A few final tips to maximize your results:
- Research their competitors or industry trends before sending Email #2. Specific industry references make you sound like an insider.
- Always include specific dates in Email #3 rather than vague timelines like “soon” or “next week.” Concrete deadlines create real urgency.
- Use their exact words from your initial conversation throughout all emails. Mirroring their language shows you were listening and builds subconscious rapport.
- Keep every email short (ideally under 100 words), since busy prospects skim rather than read lengthy messages.
Set up this system this afternoon. Use it on your next prospect tomorrow.
Need more? Check out 20 Powerful Tips to Get New Clients.
