The Power of Friction

Freelance editors typically want to get as many potential clients into their net as possible, in the hopes that this will result in a consistent income stream.

I understand this, but it’s a great way to waste your time weeding out the people who will never turn into good clients, including those who aren’t the right fit and those who don’t have the right budget.

During a conversation with some fellow editors, one of them raised the issue of getting a lot of AI-generated outreach, which makes it difficult to distinguish between real potential clients and fake ones.

This is where the power of friction comes in. Making it just a little harder for people to get your attention can help you find better clients.

For example, I don’t work with clients who use AI in their work. If you can’t send me an email that says, in your own words, “Hey, Jennifer, I completed a novel and am interested in working with you. What’s the next step?” then we are not a good match.

Someone else may be fine with that, and that’s A-OK with me, but I’m not going to be the one. So I just disregard AI-generated emails.

Here are some other ways that you can add a little good friction to your process to weed out clients who won’t make a good fit:

• I don’t respond to every email right away when I’m doing deep work, such as writing, editing, and teaching. I don’t interrupt that work to check email. There are no emergencies in editing, so if a client can’t wait a few hours, they’re not a good match for me.
• I don’t give my phone number out to (most) clients. Except in rare circumstances, there is no need for anyone to call or text me. If a client wants/needs that kind of access, I am not a good match for them. If you want to be the always-available editor, that’s fine. But you don’t have to be.
• My email address is readily available for anyone who looks for it on my website, but I don’t make it extra-easy for people to hit a button and email me. Most of the basic questions people have (fees, how long a process takes, etc.) are answered right there on my website. If someone isn’t willing to do basic research for themselves, I am not a good fit for them.

Certainly being accessible and responsive helps build trust with potential clients, but adding in a little friction can help ensure they’re the right clients.

Jennifer Lawler has been a freelance editor for more than twenty-five years and has been teaching editing skills for more than fifteen years. She is the founder of Club Ed LLC.