From the desk of Ed Gandia
Roswell, Ga.
September 9, 2024

Dear fellow freelance professional,

Prospecting for clients has quickly become a critical issue in the freelance world.

AI is creating a ton of noise. And the challenging economy is causing many businesses to put projects on hold (or scrap them altogether).

Freelance writers, copywriters and publicists who’ve relied on a steady stream of work over the past 3 years are now finding themselves having to hunt for clients and projects.

But many don’t know what to do. They know they need to do more—and do it more consistently.

But where do you start? What do you do? What’s the best investment of your limited time?

The overwhelm leads to haphazard, unfocused efforts. Or worse yet, analysis paralysis (read: doing little to nothing).

Every weekday morning you will get a focused video lesson from me. You can go through that lesson that day at your convenience.

At the end of the lesson I will then prompt you with a homework exercise. When you’re done, simply share your homework with the group. Or in some cases, you can just let us know that you completed the assignment. You can also post any questions at that time. I’ll set up a private Slack workspace for this (more on that soon).

This provides important accountability to the mix.

By the end of our time together, you’ll have a solid and sustainable prospecting system in place. You’ll know exactly what to do and how to do it. And you’ll be steadily implementing your plan daily.

Heck, you may even have a new lead or two by the time you’re done. Possibly even a new client.

The entire workshop will be delivered via Slack. If you’re not familiar with Slack, it’s a messaging app for business that’s very simple to use. There’s both a desktop and a mobile version. Or you can just log in using a web browser.

It’s an ideal platform for building and maintaining accountability. I’ll ask you to post your homework every day. Or on days when you have to send out prospecting messages, you’ll just let us know you completed that task. And you’ll be able to see everyone’s progress from the group.

You’ll also be able to ask me questions in our Slack group. In fact, I’ll be there throughout the 21 days (and even a little beyond that) to provide you with answers, support and encouragement.

Here’s just some of what we’ll cover in these 21 days:

• The surprising statistics about prospecting results—and how to leverage them to your benefit.
• The 4 elements you must put in place to turn prospecting into a weekly habit.
• How to write a value statement that will resonate with your prospects.
• How to easily tweak your LinkedIn profile for better results.
• My 3-step playbook for generating quality leads faster.
• How to get the most out of LinkedIn in just a few minutes a day.
• The power of SPEAR emails—why they work and when (and how) to use them. (My coaching clients often refer to these as a “magic trick,” because they work so well.)
• How to identify viable prospects faster.
• How to spend less time researching prospects and more time on tasks that will actually move the needle on your results.
• Drafting prospecting emails that get attention and response. And how to carefully reuse most of your copy from one prospect to the next.
• How (and when) to follow up. And how to keep track of your outreach efforts more easily.
• Designing and implementing a weekly prospecting protocol that will actually work for YOU. This alone is 80% of the habit game! I’ll show you how to do it right.
• Common challenges and obstacles to prepare for (and how to get around them).

You’ll get strategies, techniques, advice and practical tips from someone (me!) who’s personally done this stuff to build a six-figure writing business. And someone (me again) who continues to teach coaching clients how to use these frameworks and techniques to get similar results.

No theory. And no overwhelm. Instead, you’ll get actionable, specific advice along the lines of, “Drill down on X. Follow this specific set of steps. Disregard the rest.”

Check out what past participants had to say...

“Ed always delivers in this course. At the end of this course, I had a clear strategy for finding and connecting with prospects and a lot of new tips for staying consistent on LinkedIn for more long-term outreach. He spends a lot of time helping shift your mindset on some of the obstacles that always get in the way of prospecting, and I found that just as valuable as the step-by-step practical applications. I've already heard back from potential clients. Highly recommended!”

-- Liz Froment
Boston, MA

“Thanks for the prospecting workshop. It was so well organized and I loved how you broke things down day by day to demystify the process and make it manageable. Now I have a plan of attack rather than just staring at my screen. I would say it delivered the best value and ROI of any course I've taken. My biggest ‘ahas’ came from the value statement and prospect evaluation exercises. It also helped me articulate what I'm looking for with current clients, and to get into a more proactive prospecting mindset with them. Results so far:

• Scored a new, medium-sized project with a dormant client for November
• Confirmed a large project for Q1 with a dormant client
• Took a current client to coffee, mapped out her needs, got her to commit to doing their ESG report again and working with them 20 hours/week starting immediately
• Took my NI client to happy hour and shared what I'm looking for next
• Bid on three other potential projects with a warm lead (design firm)
• Got clarity on the types of projects to pursue to fill in the gaps

I will keep going with SPEAR and warm emails to land some smaller reports and other jobs for the upcoming season.”

--Erica Hess. Austin, TX

“Ed's prospecting system is pure gold! He helped me figure how to weave systematic and bite-sized tasks into my weekly schedule, making prospecting feel MUCH less daunting! Ed's method of combining simple and consistent activity on Linkedin with warm emails feels genuine and authentic. It emphasizes the importance of building meaningful relationships with prospects over pushy (and often less fruitful) sales tactics.”

-- Jennifer Bell
Ft. Wayne, IN

“The biggest benefit I received from going through this workshop was the nearly instant return I got from doing the exercises. I've rekindled relationships with dormant clients and am looking forward to working with some new ones. And the best part is that it only took a few minutes each day to realize the return. I've already recommended this workshop to my freelance colleagues.”

-- Joy Capps
Tampa, FL

“Thanks Ed, the course was just what I needed to get me back into the swing of prospecting and develop a prospecting habit. It's working too, just today I picked up 2 more clients.”

--Mark Schnieder
Bridgetown, Western Australia

“Hello Ed. I hesitated to start your workshop because I feared I would not finish it. But I did finish it, and I'm grateful for all your advice. My biggest takeaway is on habits. I've done bursts of cold calling and networking events. Then I get busy and don't keep up the effort. Your protocols help me consistently make progress no matter the circumstance.”

--Austin Harber
Washington, D.C.

“I knew what I needed to do for outreach, but I struggled with structure, feeling overwhelmed, not knowing what to focus on and when, etc. Ed's workshop provided a realistic framework that breaks everything down, gives you a realistic process, and makes it so much easier to be consistent with prospecting. I also greatly appreciated his insights, techniques, and perspective, such as focusing on action, not outcome. I got one assignment from a dormant client during the workshop (so it has already paid for itself) and I just secured a discovery call with a potential client today.”

--Heather Kenny
Chicago, IL

“21 Days to Powerful Prospecting has given me the clarity and process needed to move my content writing business forward from a tough spot. I feel confident that the skills I've learned will help me level up.”

-- Corinna Cornejo
Vancouver, WA

“Ed is a fantastic teacher and coach. This prospecting workshop helped me get back on track prospecting for clients. Ed makes the lessons simple and easy to implement. He truly understands how to eat and elephant... one bite at a time. I look forward to working with Ed in the future.”

-- Helen Boss
Truro, Cornwall, UK

“Ed really knows his stuff and is a top-class teacher. This workshop provided everything I needed to develop a sustainable prospecting plan I could incorporate into my workday to grow my business. No matter how good or bad your current prospecting habits are, if you follow Ed's highly practical advice, I have no doubt you'll achieve a significant return on your investment.”

-- Simon Hendery
Napier, New Zealand

“Thank you—this 21-Day Prospecting Workshop has been awesome! I have learned so much from all your great lessons, as well as the group engagement and camaraderie. I now feel much more confident in my prospecting skills and my ability to establish a consistent process.”

-- Margot Howard
Athens, GA

“When I started this program, I was sure I would never have any pleasure in prospecting. Now, after 21 days, I have a proven protocol for prospecting, and really enjoy doing it! And there was a bonus: Ed has a gift for changing your mindset (for the better), and as a result I have overcome obstacles and gained better focus. Thank you Ed!”

-- Angelique Hersman
Ardennes, France

“The 21 Days to Building a Powerful Prospecting Habit Workshop is designed to help freelance copywriters at all levels grow their network while connecting with new clients. If you dare to take action on the easy-to-follow steps Ed provides, you'll walk away with a robust system that expands your network, builds your pipeline, and creates engagement with potential clients in a number of ways. I highly recommend Ed Gandia's workshop to anyone who is ready to take build a new prospecting habit.

-- Yvonne Audi
Wisconsin, USA

“Ed offers a proven, practical and philosophical solution to prospecting that will subdue your inner Procrastafarian.”

-- Nick Krewen
Toronto, Canada

“...Ed's ‘21 Days to Building a Powerful Prospecting Habit’ has made me believe in myself again, that I am able to "up my prospecting game" and so increase revenues. But there is something else: The fact that Ed was always on hand to help with assignments and provide feedback and thus allow us to draw from his deep font of prospecting knowledge. Thanks, Ed! You've been a great help!

David Tansey
-- Fife, UK

Frequently Asked Questions

Here are a few more important details, along with questions you may have (and my answers).

Whom is this for?
This workshop is for freelance writers, copywriters, solo marketing strategists and publicists who are already working with paying clients. You don’t need to be at any particular income category or experience level. But you do need to already be generating freelance income to benefit from the workshop.

What’s the time commitment?
You’ll want to budget 30-60 minutes every day, Monday through Friday. This includes time to go through my video lesson and time to work on the daily exercise I assign you.

I’m purposely keeping the time commitment low because I know this will help everyone stay on track.

What about weekends?
Lessons and homework exercises will be released on weekdays only. But I encourage you to use weekends to catch up on any material or to review some of the concepts we covered that week. Plus I’ll share a quick, 3-minute inspirational audio every Saturday and Sunday. (Weekend time is totally optional!)

What if I’m in a time zone outside the U.S.?
The workshop is specifically designed to allow people from all over the world to participate. The lessons consist of pre-recorded videos that you can watch at your convenience. You can then participate in the group conversation asynchronously.

When does the workshop start?
The workshop starts on Monday, September 16, and our last day will be on Monday, October 7. (Yes, I threw an extra day in there for good measure!) And I’m keeping the Slack group open through October 16. So you get access to me, my feedback and advice for nearly a full month. 😉

I may be traveling during some of those days. Can I still do this from the road?
Absolutely! I’ve kept the daily time commitment low for that reason. I want it to feel very doable. You just need to budget 30-60 minutes per day (weekdays only).

Is 21 days really enough time to establish a prospecting habit?
Yes, it is! I think you’ll be pleasantly surprised by how much momentum you’ll create in just 3 weeks.

Plus, our Slack workspace will remain open through October 16. So you’ll have the accountability of your fellow daily writers (and me!) for almost 30 days.

We’ll help you keep your promise to yourself. And by the end of September, you’ll have a prospecting streak going that you won’t want to break.

Again, I’ll be there live in the trenches with you—helping you wordsmith, strategize and hone your messages and outreach process for maximum response.

How will I get the daily lesson and homework?
I will post the lessons every weekday morning. If you’ve set up Slack notifications, you will get notified when the day’s lesson and homework have been uploaded. So I encourage you to download the Slack app on your computer or phone AND opt-in to notifications. That way you get alerted when there’s a new lesson.

What if I fall behind?
Once the session is in progress, you can go at your own pace. But I encourage you to stay on track as best you can. Again, the time commitment will be only 30-60 minutes per day. There will be NO new material or homework on the weekends, so as a last resort you can use weekend time to catch up if you fall behind.

And again, the workshop content and community discussion in Slack will be open through October 16.

How long will the workshop materials be available?
The lessons and handouts are all easily downloadable from Slack, so you can view them at any time in the future. And once the workshop is over, I will give you access to a training portal that contains all the lessons and resources. You’ll have LIFETIME access to that portal, so you can always come back to review the material whenever you’d like.

Don’t feel you have the time?
Or maybe you’re wondering if now is the right time to do something like this?

Only you can decide if your business is worth this kind of daily focus and commitment—because you’re the only one who knows what your prospecting game is looking like today.

But as far as the timing, I’ve found that the timing will never be perfect. Something will always get in your way. That’s life.

If you sit around to wait for the perfect time, that moment might never come. That’s why I firmly believe there’s no better time than the present.

So if developing an effective and doable prospecting habit is important to you ...

If you want to shore up your business and come out of this difficult environment stronger than ever before ...

Join me in this workshop—and let’s get you on the path to a healthy project and client pipeline.

Your Investment

The workshop is just a one-time fee of $295.

For just $295 you get:

That’s a drop in bucket when you consider what a solid prospecting system and habit can do for your business now and in the long run. 

In fact, some past participants have told me it’s the best ROI they’ve ever had from any online course or workshop they’ve taken. 

Land just one client and this investment will pay for itself many times over. But this might be the last time I keep it that low. So don’t wait for the next round. Grab your spot today.

But then again, we’re not just aiming for one new client. We’re aiming for years of additional new income that will come from deploying a proven system consistently.

Let’s Make It Rain!

Knowing how to “make it rain” is the most valuable skill you can develop as a business owner. Let’s get you there!

Grab your spot now before they’re all gone. And again, next time I run this workshop the price will be higher. So register today.

I look forward to working with you.

Ed