How to Build a Writing Business Working With Retainer Clients

I started freelancing almost two decades ago after leaving a job in corporate marketing. I love pitching and writing features. But working with retainer clients has been my bread and butter.

Retainer work allows me to develop a partnership with my clients and editors. I learn about their business and goals as I continue to write and work with them, and they appreciate that they can rely on me to do the work well, get it done on time and on budget. Retainers also give me a steady income stream while also allowing my client to budget for the work annually. 

If this type of work interests you, here’s how to find retainer clients, and pros and cons of this type of work, based on my experience.

How to Find Retainer Clients

Finding retainers clients isn’t necessarily easy because you’re entering into a partnership. I liken it to interviewing for a part-time job. Just as much as you need to be a fit for the client, the client needs to be a good fit for you. I’ve had clients who wanted me to be available 24/7, responding to texts at night and or weekends. In those cases, we usually have a conversation early on so I can let them know they’re welcome to send me messages but I won’t be responding until the next business day. If they need immediate responses, we know we’re not a good fit for each other. Others I’ve worked with for more than a dozen years (that’s not a typo). 

The best way to find retainer clients is to (a) do great work and (b) have them recommend you to their colleagues. This is, by far, the way I’ve gotten almost all of my retainer clients. Let your current client(s) know you have capacity to add a new client and ask if they’d let you know if they hear of any opportunities that might be a good fit. Or, ask if they might introduce or recommend you to potential clients. 

If you’ve never worked on a retainer basis with a client, see if you can leverage an existing relationship into retainer work. Ask current editors or clients to discuss assigning you a set amount of work each month. If you’ve written a few pieces for an editor who knows and likes your work, they may be inclined to provide you with steady work, if they can. It means less work for them to hunt down writers, and it means you can better plan your month by knowing you have a set amount of work to complete. 

Keep in mind that while we’re writers and editors, we’re also communications specialists who can write and manage different types of projects–which can make us attractive for retainer work. I still write feature articles for editors. But I also write annual reports, impact reports, anniversary booklets for non-profit organizations, ghostwrite books for executives, work as a book coach for those who want to write their book, and do public relations (writing press releases and pitching to media). I also write email newsletters, social media content, refresh website content, blog posts, profiles, and thought leadership content for LinkedIn posts. 

When going after retainer work, think beyond what you normally write. What other services can you offer clients? I love ghostwriting books, writing profiles, and thought leadership pieces and I hope to expand my client base next year to include more of these opportunities. 

Tips For Finding Retainer Clients Right Now

Here are my top 5 tips to find retainer clients that you can do right now:

• Let current and former clients know you’re seeking this kind of work and the services you offer.
• Ask current and former clients if they can suggest colleagues or friends who might be interested in this kind of relationship. 
• Ask current and former clients for LinkedIn recommendations. When you reach out to prospective clients, include a link to your LinkedIn profile so they can read what present and past clients have said about working with you.
• Update your website by adding the kind of retainer work you’re seeking so you can link to it when reaching out to prospective clients. 
• Develop a marketing plan for how you’ll go after retainer work. If you need help sticking to it, get an accountability partner and make sure to keep each other accountable. 

Pros and Cons of Working with Retainer Clients

I love working with clients long-term and one of the pros of doing that type of work is that I get to learn about their business at a deeper level than I would in a one-off project. For some people, this can be a con because they love the variety that comes with one-off projects. 

Another pro of this kind of work is the steady income stream, which makes it easier to project my annual income. However, being on retainer also means being available for a client throughout the month. This can be a con if the client expects you to be available and you want to go on a month-long vacation. I’ve found communicating in advance helps me schedule these types of holiday breaks. But realize you may have to cut your monthly retainer a bit if you plan to be away for a good chunk of time. 

Like many of us, I treat my work as a business. Doing good work is a given but marketing is a requirement. Be consistent, be visible, don’t be afraid to ask clients and colleagues for recommendations. They want to recommend people who they know and trust will make them look good. 

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Megy Karydes is a Chicago-based freelance writer, adjunct professor at Johns Hopkins University, and marketing and communications consultant for national and international nonprofit organizations. Her nonfiction book, “50 Ways to More Calm, Less Stress: Scientifically Proven Ways to Relieve Anxiety and Boost Your Mental Health Using Your Five Senses,” was published in 2023 by Sourcebooks. Connect with her on LinkedIn or visit her website.