The challenging part is, when soliciting new clients, to convince them that you have skill in an area that you haven’t written before. The solution: create your own spec piece, or your own online branded content portal on a particular topic.

I wanted to pitch a large company on a branded content site. They said it would never make money. I put a challenge to them: If I can create my OWN branded content site on a specific niche topic, sell advertising for it and get sponsors, would you be willing to hire me to do the same for you? Of course, they agreed. BUT, I told them creating such a “trial” site and soliciting advertisers would take a lot of time, so if they went forward with the project, they would have to pay a four-figure retainer for six months. I pointed out that while this was a much higher price than the original fee I would have charged, they would also be getting a product that had been PROVEN to work. They agreed with no problem to this news structure.

Long story short, I produced a test site, landed sponsors, and got the client to sign on. The good news is that now I have another site that makes passive income on the side.

My point is: Don’t be afraid to take risks when pitching a client in a new medium. Do a spec piece or a spec site, with the understanding that the cost of the spec site will be built into their fee, should they move forward with the project. It’s a double win: You get a fantastic new piece for your portfolio (even if the client ultimately decides not to do with you), and the client gets a “sneak peek” at this crazy new product you’re pitching to them. (And for many traditional companies, an interactive, branded content site IS a crazy new idea. LOL!)