I got into copywriting with the dream of writing for big clients. Most of us do. Although, I’ve worked for a few large companies, most of my work, thus far, has come from small companies. And about 30% of those have been local companies.

There is a perception that smaller local companies won’t pay professional rates. Maybe they won’t pay the Bob Bly or Nick Usbourne rates, but they can and will pay reasonable professional rates. Even in rural small town areas like mine!

Yes, many mom and pops balk at professional prices. But I’ve had big companies try to beat me down on price, too! Some people will say your price is too high no matter how low you go. — whether you charge $100 for a page or a $1,000. So when you find someone like that, just walk away and don’t waste your breath.

To give you an example of how much a local small business can pay, I have one client who has paid me more than $20,000 over two years. Last year, a local nonprofit I donate to, called me up and asked me to write their home page. I gave her a 25% discount and ended up with over $13,000 in work — redeveloping pages and pages of her website. I still work for both companies.

Local companies can be a stabilizing part of your portfolio. I tend to get more repeat business from local companies. Maybe its because I see folks around town and they know me personally as a professional.

There are two things I do slightly differently with local customers.  I don’t stress a niche and I don’t stress a writing specialty. I simply offer business-writing services for any business writing. This is nice, as I’ve gotten a few steady jobs doing newsletters. They don’t pay super high, but they are good bread and butter jobs.

Below are the various methods I’ve tried to secure local work. I’m including a few items that weren’t so successful, so that you can make those a lower priority if you choose to try the local scene.

Friends & Family. When I first hung out my writing shingle, I told everyone I knew. Initially, it was with an email announcement re. My New Writing Business. My accountant provided my very first paying client.

Email Campaign. The above announcement morphed into a quarterly and then monthly newsletter. Eventually, this became a weekly newsletter called Easy Web Tips. Today, Easy Web Tips is both a local and worldwide newsletter. It is the foundation of all my marketing. People grow to know and trust me with it. Remember, the $13,000 nonprofit job? The local executive director had been a contact for years, but never would have thought of me for her home page if I hadn’t been sending my e-newsletters to her.

Direct Mail. I mailed letters to businesses. This was not productive, probably because I didn’t send enough and I’m lousy at following up this with this type of promotion.

Chamber of Commerce. Joining my local Chamber of Commerce paid off nicely almost immediately. Right after I joined, a local magazine editor called them looking for a feature writer. I was recommended. I almost turned the job down, but something told me to take it. It was an assignment to write a business profile. That profile turned into the $20,000+ assignment mentioned above. By the way, prior to my interviewing the business owner, I had known him personally for years through Church. But, like my executive director contact, he had no idea I was a copywriter! Chamber membership also provides for free promotional eblasts, mixers, directory listings (link juice for my site), and a logo for my website.

Business Leads Group. I belong to a business leads group. This is a group where only one of each profession is allowed in the group. Then you strive to do business with other members and give one another leads. I have gotten numerous jobs this way, and I’ve been able to give other group members leads as well.

Better Business Bureau. I haven’t received a lot of jobs from the BBB, but I did receive one good consulting job from a large client through them. I do think their logo gives credibility to my website and, hopefully, being in their directory throws some link juice my way.

Business Columns. I contribute a monthly column on Internet matters to our local business journal, in the city 30 miles north of me. I have gotten some good clients from this and numerous additions to my mailing list.

Trade Shows. I’ve attended exhibits where I share my card with exhibitors. Recently, I went to a trade show for construction firms. It was designed for carpenters, dry wall guys, and the like to approach contractors. I was the only writer in the room! You should have seen the look on those construction guys’ faces when I smiled and said, “Hi, I’m Kathy Andes. I’m a writer!” I got a lot of sign ups for my email list and so far an assignment to write one entire website. Another time, I purchased my own booth at a local business trade show, but that wasn’t too productive.

Display Advertising. Occasionally, I’ve worked barter arrangements where I got an ad in a print publication. As far as I know, none of these have ever panned out. So I wouldn’t recommend purchasing this type of advertising.

Local SEO Optimization.  I’ve optimized my site for local SEO purposes by placing nearby cities on my web pages, including in testimonials and wherever they make sense. I honestly can’t remember if I’ve gotten any actual work this way, though I know I’ve gotten leads. Eventually, I’ll get work this way.

Of course, I still have bigger clients on my target list. But I’ve learned that the money from small and local clients is just as good as the money from the big guys. Often it comes faster and with less hassle, too!

Katherine Andes is a consultant who specializes in web content development, including Search Engine Optimization (SEO), writing key web pages, and online web marketing. You can phone her at 559-589-0379 or email at kathy@andesandassociates.com