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This question came up this week in my Facebook group already several times. One writer asked if this week was a bad time to send out LOIs. And then another writer asked if she should wait until January to market. And it comes up every year. I think that writers (myself included) overthink this question. 

I personally think that ALMOST any time of the year, week or even day is the perfect time to send an LOI. The only exception is Friday afternoons.  And maybe Christmas Eve and Christmas Day. But anything else is fair game.

The reason is that I firmly believe that the best time to do marketing is when you have the time to reach out to potential clients. You absolutely have zero idea when a client is going to need a writer. I’ve landed several new projects or new clients because I emailed right as someone flaked. But when you send the email and then follow up multiple times (more on that later) you are giving yourself multiple changes for the email to land at the perfect time. 

It’s easy to put off marketing because you think it’s not a great time. But you may be missing the best chance. Sure, you can schedule the emails. But honestly, unless it’s Friday afternoon, I’m I say send the email when you write it. I’ve landed fabulous clients on LOIs sent on a Sunday afternoon and even one between Christmas and New Year’s Eve. 

Sometimes I actually think emails sent at off hours may even catch their attention even more. I think that’s especially true on the Friday of Thanksgiving week and between Christmas and New Year’s Eve. If an editor is working, then work is likely slower and they may have more time to respond. And if an editor needs a writer during that time, then you are very likely to client a client right away. 

Why You Should Market in December This Year Even More Than Other Years

I think the advice of marketing in December is even more true this year with some economic uncertainty. I had a slow October and then the last 3 weeks have been some of the busiest of my career. I think many companies held off on marketing and now need to spend their budgets. I landed two brand new clients in the past 3 weeks that are already turning into anchor clients. My gut is that there is a decent amount of work out there both for new finding new clients and more work with existing clients. 

As for the fear of bothering them over the holidays, I wouldn’t worry about it. The editor is the one who checked their email. You aren’t calling them, which I absolutely would not recommend. And you aren’t demanding a response. You are simply reaching out to see if they need any freelance help next year. I would absolutely recommend using my 5(ish) sentence LOI template and keeping it short. And sure, you can acknowledge the holidays.

I also think that now is a great time to reach out to current clients to ask for more work. And be sure to ask for referrals both to other departments and other projects at an agency. This post guides you through how to do this. It’s easy to assume clients will reach out about other projects, but they don’t always without prompting. So when you are marketing this month be sure to remember to check in with current clients. You should absolutely do this for every single agency that you work with – more than not, this lands new work for me. 

But You ABSOLUTELY Must Follow Up

All of that said, you absolutely positively must follow up on any LOIs that you send between now and the end of the year. I would recommend following up at the beginning of January and then during the third or fourth week when things often pick up. If you don’t follow up and only send emails in December, then you are severely limiting your potential. And honestly, I wouldn’t spend the time if you aren’t going to follow up. 

By following this strategy – sending now and following up in January, you get the best of both worlds. You’ll catch editors who are working over the holidays and you will catch editors who are taking the time off during your follow-ups in January. You don’t know when an editor is going to have a need and when they are in the mood to hire. And by hitting three prime times, then you are covering your basis. And increasing the odds that you start the year with a great new client. 

Have you had success sending LOIs over the holidays? Share your stories.