How to Build an Ideal Clients List for Freelance Writing

Publication Date

February 11, 2022

Summary

Today, I’ll break down exactly what an Ideal Clients List is, how it works, and how to make your own

What Is an Ideal Client?

Your ideal client — or “dream client” — is the type of client you’d love to work with because they:

Can pay you the rates you deserve
Fit your niche and expertise
Offer valuable bylines, big exposure, or steady income

Your ideal client could be a major brand, a growing startup, or a cool indie publication — the key is that they’re a good fit for you.

What Is an Ideal Clients List?

An Ideal Clients List (sometimes called a leads list) is a simple tool for tracking your dream clients — and your outreach to them.

Think of it like your own personal sales pipeline. It helps you:

Keep track of who you want to pitch
Note who your main contact is at each company
Track where they are in your funnel (intro, pitched, following up, booked, etc.)

Example:

Inside Pop Club, member April uses her Ideal Clients List to:

Brainstorm new brands every quarter
Keep track of who she’s pitched
Send follow-ups without losing track
See where her warmest leads are

A tiny list can make a huge difference when you stick with it.

Try This: How to Make Your Own Ideal Clients List

Step 1 — Follow the Money

Start with your niche. Then brainstorm all the ways money flows in that space. Think in categories:

Products
Brands
Services
Places
Activities
Publications

Write down as many ideas as you can. Don’t overthink it — cast a wide net.

Step 2 — Dive Deeper

Now expand your ideas:

What other products does your audience use?
Where do they get information?
What do they read, watch, or listen to?
Who influences them?
Where do they spend time, online or in person?

You’ll probably discover more potential clients than you expect!

Step 3 — Refine & Track

Refine your brainstorm into specific brands, companies, or people you’d like to work with.

Then, create a tracker — or grab the template inside The Juicy Stuff — to keep tabs on:

Who you’ve researched
Who you’ve pitched
Who needs a follow-up
Who you’ve booked

Pop your list into the “To Connect With” section of your tracker so you always know who’s next.

FAQs About Ideal Clients Lists

What’s the main benefit of an Ideal Clients List?

It keeps you focused. Instead of cold pitching random companies, you’re targeting clients who fit you best — and tracking your efforts so your outreach doesn’t disappear into the void.

How many clients should be on my list?

Start with 10–50 names. Add more as you discover new brands or expand your niche.

How often should I update my list?

At least once a month. Check who you still need to pitch, who needs a follow-up, and who’s moved forward.

Where should I keep my list?

Use a spreadsheet, a simple Google Doc, or a CRM if you prefer fancy automations. The tool doesn’t matter — using it does.

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