Publication Date

February 11, 2022

Summary

Once you let go of scarcity thinking and fear, client outreach becomes less about desperation and more about curiosity, persistence, and even fun. This mindset hack helped me stop white-knuckling my inbox and start landing clients consistently—and it can work for you too.

The Arcade Coin Mindset

Imagine you’re a tween at the arcade, playing your favorite game (mine was ski ball—though I promise I’m much better at landing clients than I ever was at ski ball).

Here’s the trick:

Every pitch, Letter of Introduction (LOI), or follow-up you send is an arcade coin you’re adding to your piggy bank.
The more coins you save up, the more games you get to play when you show up at the arcade.
And the more you play, the better your odds of winning.

That’s what client outreach is. It’s not about sending one “perfect” pitch. It’s about building up enough coins (outreach) and then cashing them in (getting gigs).

And here’s the real secret: the wins are in the follow-ups.

Every single client I’ve landed (that didn’t come via referral) came from a follow-up. Not the first pitch. Not the second email. The follow-up.

So, don’t be afraid to send them. Following up isn’t pushy—it’s professional persistence.

Try This: A 3-Step Exercise to Reduce Client Stress

When you start feeling overwhelmed about getting clients, try this reset exercise.

Step 1: Shift Your Mindset

Remind yourself: client outreach is just a game (or an experiment, if that word feels better).

Take a few deep breaths—or even a walk—to calm your nervous system. Tell yourself:

There are plenty of clients out there.
My job is to put myself out there consistently.
Every pitch or LOI is just another arcade coin.

Step 2: Make a Simple Plan

Grab your favorite work beverage (coffee for me) and sit down to create a quick plan. Don’t overthink it—it can change later.

Ask yourself:

Do I need to send more LOIs (to build my piggy bank)?
Do I need to return to my client tracker and send some follow-ups?
Do I need to pitch editors or marketing managers for new opportunities?

Pick 1–2 actions you can take today and commit to them.

Step 3: Evaluate Your Current Business

Get grounded in your numbers. Ask yourself:

How many clients do I currently have?
How much time do they take?
How much money do they bring in?
How much room is left in my schedule?
How much more income do I need (+30% for taxes)?
How soon could I start working with a new client, and for how many hours?

Once you know your capacity and your financial goals, you’ll know exactly how many “coins” you need to collect and how much each new client should be paying.

Final Thought

Client outreach doesn’t have to feel overwhelming or scary. It’s not about one big win—it’s about stacking up enough coins so you have plenty of chances to play.

Keep pitching, keep following up, and remember: the wins come to those who keep showing up at the arcade.

FAQs About Client Outreach

Q: How many follow-ups should I send to a potential client?

A: I recommend at least 3–5 thoughtful follow-ups spaced over a few weeks. Most of my non-referral clients came from the fourth or fifth follow-up.

Q: What should I say in a follow-up email?

A: Keep it short and polite. Reference your original pitch, restate how you can help, and ask if they’re currently working with freelancers.

Q: How do I track my pitches and follow-ups?

A: Use a simple spreadsheet, Notion, or a CRM. Track who you pitched, when, and when to follow up next.

Q: What if no one responds to my pitches?

A: That’s normal! Remember the arcade coin metaphor—every pitch is a coin. The more you collect, the more chances you have to win. Keep going, refine your pitch, and focus on consistency.