LEX DEVILLE

ANATOMY OF A CLIENT
ATTRACTION UPWORK BIO

Craft an Upwork Bio

that Attracts a Steady Flow of
High-Pay Clients and Puts
You on Track for Your First 4
or 5-Figure Freelance Gigs.

LEX DEVILLE

Yo, what's up my wordsmith brothers and sisters?!

YOURE HERE BECAUSE:

You struggle to get gigs and you spend wayyy too much Ame ghAng for low-pay jobs.
You need a bio designed to aGract your rst 4 and 5-gure clients without spending 10
hours a day applying to boGom dollar gigs.
You want to create a consistent ow of auent prospects willing to pay you any price.
I feel you and it makes total sense.
To get there you goGa make some changes. You cant be just another Jack. GoGa stand
out. Get noAced. Draw clients in with words so powerful their eyes fuse to the screen.
In this document that's what Ill show you how to do.
Anatomy of a Client AGracAon Bio is your guide to create a super-powered, high-octane
Upwork Bio that triggers clients to STOP, look, and pay a+en.on so they contact you
and beg you to solve their problems. Theres no u. Just value here. Use it and you will
get results.
Dive in, pay a9en:on, and put it to the test. When you get more clients than you can
handle, just remember who taught you because theres so much more to learn.
By the way, if you wanna go even deeper with your freelance copy, you may wanna join
my brand new, free Facebook group: From Sloppy Writer to Copywriter. Just sayin!

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

OVERVIEW
Every day I read another story of some poor sap struggling to get gigs.
Whether its their rst gig or 50th, they ght to get consistent clients, income, and work,
and most days it doesnt happen at all. Maybe youre familiar with the story
You ll out an Upwork prole, write your bio. Then you apply to 10 or 20 gigs a day
hoping for a win. A_er countless proposals and no results, you slump back to the dark
abyss you crawled out from to silently ponder why the world hates you so.
Sound familiar?
How many gigs did you apply to this week? 20? 40? 60?
How many responses did you get?
Applying to gigs sucks for a whole bunch of reasons. First, you compete against every
other freelancer. Second, you give up your power since the client knows you need the
cash. Third, its on you to prove your worth right from the start or else theyll skip you
over.
But what if there was another way?

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

What if you didnt have to apply to gigs? What if you didnt have to ght for a $1? What
if you could just write your bio in a way that reaches out, grabs clients, and forces their
face against your words?
What if you could get a
steady ow of high-pay
clients and nally aord to
quit your job and work
from home or any other
place?
Thatd be nice, right?
Well, it aint gonna be easy
geeng there, so dont
expect a miracle.
I cant make clients choose you, but I can show you the format I use to write bios that
draw in so many clients Im forced to turn them away.
Does that mean youll get $1000 or $10,000 oers as soon as you do this?
No. Theres more to it than that. I have a reputaAon built up that gives me lots of
leverage. More than 200 hours worked on the site with 100% job success score and an
extremely strong bio backed by lots of social proof.
But when you overhaul your bio using this workbook, youll start to put the right
informaAon in the right place and right order to get noAced and nd the right people
who are looking for someone just like you. Then you can start to make money.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

MY STORY

Before you go deeper, its helpful to know a liGle bit

about why you should listen to me. Some of you dont
know me and probably found me on Facebook or some
other place. I wont go into my whole story now, just
enough to set the context.
I got into freelance copywriAng around 2 years ago a_er
my startup publishing company failed. When I joined
Upwork (Odesk then) I didnt have a porlolio to work
from, didnt have a degree, didnt have any feedback,
and didnt have any real copywriAng experience.
Despite the odds and wondering how Id challenge the
1000s of well-established freelancers, I signed up, made a prole, and just helped
people. I started at $5/hr and by the end of my rst week Id earned around $300. By the
end of the 2nd week I earned my rst $1,000, and by the end of 1 month I landed my
rst $100/hr client.
It wasnt luck or magic that this happened (unless you call 10 years pracAcing inuence &
persuasion, persuasive wriAng, NLP, and other useful skills magic). I just focused on my
clients, their needs, and over-delivering and soon I started to rise.
Eventually I built up a lot of good feedback and more and more clients came to me. They
loved my bios (I change them o_en for tesAng) and wanted to work with an expert, and
through the power of adjustments, I discovered a few things that tend to get results.
Today clients message me several Ames a week, someAmes daily. I never have to apply
and I turn down most because theres just not enough Ame anymore. And when you
learn how to write a proper bio, you can have the same. So now that you know a bit
about me, lets dive into the goods.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

THE FIRST 10 WORDS GET YOU HIREDOR NOT.

When you apply to gigs, one of the rst things clients see is your proposal (your
applicaAon). But when clients go through search, the rst thing they see is your bio.
If your bio looks like every other bio, theyll skip it, guaranteed.
You dont have a lot of Ame to set yourself apart, so your rst 10 words MUST do 3
things:
1. Catch their a9en:on
2. Make it clear how you help
3. Trigger them to read word 11
In copywriAng these 10 or less words are called your headline. Its the point at which
your reader decides to conAnue, or ditch you for good. Upwork lets you add a Atle in
your prole that gets confused with the headline, but your real headline is the rst
sentence of your bio.

Here are some examples:

I Design Landing Pages that Convert More Clients to Cash
ExciAng CopywriAng that Your Clients Want to Read
Childrens Short Story IllustraAons by a NaAve English Designer
By the end of that rst sentence your clients should know what you do and whether or
not its something they need. If you can prove you help them in 10 words or less, theyll
conAnue reading, and you have a chance to move forward.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

To write a solid headline you need to get really clear about what you do and who you
help. The quesAons below should help answer this for you.
What freelance work will you do? Blog posts? CopywriAng? Web Design? etc.
What kind of clients do you want to work with and what would they want to read?
Are you in a broad eld or specic? Pizza Blogger is more specic than Blogger.

YOUR TURN
Go ahead. Give it a shot! Write several headlines below. Not just one. You want more
than one so you can test them all and gure out which one gets the best results. Then
sAck with that. The more you test your bio the beGer your results will be.
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PRO TIP: I should men:on youll need to test your bio for a week or two at a :me if you
really want to know if something works or not, so do keep that in mind.
Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

WRITE YOUR INTRO STORY

Great, you made it past the headline!
Youre not out of the woods yet! Its sAll really easy to lose clients if you dont know what
youre doing. Since most freelancers dont write a headline at all, the opening story ends
up being where people dip.
Ive tested tons of intro stories. Let me show you an example of what DOESNT WORK
EVER
Hi Im Melissa and I have 15 years experience in graphic design. I have a Masters degree in web
design and a B.A. in Economics and I love to design and am very passionate about arDsDc design
and I want to be a designer for the rest of my life because it really is something I love to do.
Those who know me can already spot the problem. For everyone else, the problem is
clients dont give a ying shit about you, your experience, your degrees, or anything else
except what you can do for them.
If your prole story doesnt INSTANTLY prove you can help themyoure done.
If your prole story doesnt focus on THEMyoure done.
Lets take a closer look at this
Hi Im Melissa and I have 15 years experience in graphic design. I have a Masters degree in
web design and a B.A. in Economics and I love to design and am very passionate about arDsDc
design and I want to be a designer for the rest of my life because it really is something I love to
do.
but what about the client???
Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

Y.O.U. FOCUS STORIES

UnAl youre a bigshot like me who people seek every day, you have to focus on the client
and how you help them. That means wriAng with what I call a Y.O.U. focus. The single
most powerful technique that allowed me to get my rst clients was Y.O.U. focus.
Its kind of like wriAng in 2nd person perspecAve.
If you dont know what that is, Google it.
Basically you use the word you to keep the focus on them instead of on yourself. You cut
out as many I me my statements as possible.
This helps clients feel like youre speaking directly to them. It engages them.
A Y.O.U. focused story for an email response copywriter might go like this:
Looking for conversion driven email responders? Great! Youre in the right place! Just last week
one client asked for an email responder to increase sign ups for his $400 event. With powerful
copy he ended up selling out every seat!
You can have the same. If you need someone who writes exciDng email responders that grab
market aPenDon, this is for you. Its also for you if youre someone who loves casual wriDng
instead of outdated formal stu
Feel the dierence?
Unlike the other example, theres no menAon of me, myself, or I at all. Theres also no
menAon of my skills, background, experience yada yada. Its all focused on the client and
on results. If you dont have case studies, just focus on your main client and what youll
do for them.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Alright boys and girls, moving right along. Below are some quesAons you want to answer
right away. You want to get to the heart of client problems and show you can help. If you
can weave it into a relatable story, thats even beGer!
What is the single biggest problem your clients are looking to solve?
What would it really take to solve that problem?
Do you have any examples of how youve solved similar problems?
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PRO TIP: This section is a good place to drop a link to your portfolio if you have
one.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

SUB-HEADLINE 1 - What You Do

The next secAon of your bio is where you dene your service. Its not enough to say you
can help. Its not enough to focus on them. You have to prove you understand their
problems and that starts by clearly dening what you oer.
There are 2 parts to this sec:on.
Part 1 = Your Sub-Headline
Part 2 = The body text
The sub-headline is a 10 word or less sentence that creates a separaAon between the
rst secAon and the second secAon. It tells them what the secAon is about.
It comes below the story you just told in the rst secAon.
Sub-headline: Email Responders that Convert
Then you follow with a couple paragraphs about what specically you do.
I write email responders that convert prospects into leads into sales. If you need email
responders that engage your audience with wiPy banter, childlike playfulness, inspiraDonal
storytelling, or even dark humor, well, thats what I do.
Whether you need 5 emails, 10, 20 or even ongoing support, Ill help you craW messages
specically targeted for your audience to get them to take the acDons you want them to take so
they do what you want them to do
NoAce how it starts with an I statement, but mostly shi_s back to a Y.O.U. focus.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Okay, lets dene your service. Check out the quesAons below to help get clear on what
you do and what you oer. The more clear you are, the more likely youll speak to your
audience.
What do you do? What is your service?
Do you oer more than one service? Are you broad or specic?
How do you do it? What would you do for this client that actually helps them?
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Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

SUB-HEADLINE 2 - Intro to You

In your second sub-headline you nally get some spotlight Ame. This secAon is a quick
intro to you and your background. The key is to keep it short and summarized.
It only adds value for your client if its not a full biography. So write a short sub-headline,
followed by a short paragraph, followed by a quick bullet point overview.
- Who is Amos Andy Anyway? Im a story-focused email copywriter whos helped 20+ clients create fun, engaging email
sequences that increased sales. Ive had top training in copywriDng and a B.A. in Journalism and
am willing to work with you to reach your goals.
Direct Response Copywriter
Email Response Copywriter
B.A. in Journalism
5 Years Experience in Sales
Thats it. You can add more than 4 bullet points if you have a strong background that
relates to the kind of work youre seeking.
Your goal is to keep it short, focus on your client as much as possible, and get to the
goods fast, because they really dont care about this part.
Its more like icing on the cake. By now they already have an idea of how well you write
(this is important for copywriter posiAons). They already decided if you can help them.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Write something about yourself. Dont go o on a tangent about your hobbies and
favorite T.V. showsJust use the stu thats relevant to the kind of work you do.
Whats your strongest features? (This goes in the paragraph)
Who have you helped (if anyone)?
What training do you have?
How much experience do you have?
What, if any, educaAon do you have?
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Bullet Point 1 ____________________

Bullet Point 2 ____________________
Bullet Point 3 ____________________
Bullet Point 4 ____________________

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

SUB-HEADLINE 3 - After Working with You

If your target read this far, theyre preGy deep in your prole and they have more than
enough info to know whether or not you can help them.
So whats next?
Now its Ame to plant some benets. We want to create a picture of what theyll have
a_er working with you - how their business and life will change from this experience.
So set your sub-headline to something like:
- My Goal is to Help You - or - AWer Working with Me You Will Then list bullet points below with the outcomes of working with you:
Get more email opens and clicks from your most dedicated followers
Increase email conversions from automated response series
Have more free Dme when I write emails for your audience for you
Grow your prots and your business on autopilot even while you sleep
Gain freedom to focus on building your dreams and living your passions

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Write a sub-headline to let them know what this secAon is about:
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Write 4 - 6 bullets for what your client will have a_er working with you:
Bullet Point 1 ________________________________________________________

Bullet Point 2 ________________________________________________________

Bullet Point 3 ________________________________________________________

Bullet Point 4 ________________________________________________________

Bullet Point 5 ________________________________________________________

Bullet Point 6 ________________________________________________________

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

SUB-HEADLINE 4 - Define Your Target Client

A_er you paint a picture of what clients get from working with you and how their lives
will change, youve preGy much sold them or not. I mean, they probably wouldnt sAll be
reading if they werent interested.
The thing is, you dont want every client who walks through your doorsome clients
suck. You want to lter those guys out and get only the best of the best. You want the
clients who are easy to work with, like your style, and are ready to buy right now.
To make that happen you have to dene who you want to work with and who you dont.
Who is right for your services and who should get lost?
There are two parts to this secAon ( 2 sub-headlines)
Sub-headline 1: This is for You If
Sub-headline 2: This ISNT for You If
This is another secAon for bullet points. List 4-6 bullet points for each one. Your goal is to
dene exactly the right person you want to work with and those you dont.
This is for You If:
You need a direct response email copywriter who gets results
You are easy to work with and not scaPered all over the place
You respect me as a contractor and value my style and advice
This is Not for You If:
You micromanage freelancers as if they were employees
Youre high maintenance and constantly seeking adjustments
You want a low rate freelancer to work for pracDcally nothing

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Spend a moment seriously considering your dream client. Who do you want to work
with? If you could work with anyone, who would that be? Who would you absolutely
HATE working with?
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Now write 4-5 bullets about who this is for:
Bullet Point 1 ________________________________________________________
Bullet Point 2 ________________________________________________________
Bullet Point 3 ________________________________________________________
Bullet Point 4 ________________________________________________________
Bullet Point 5 ________________________________________________________

Now write 4-5 bullets about who this is not for:

Bullet Point 1 ________________________________________________________
Bullet Point 2 ________________________________________________________
Bullet Point 3 ________________________________________________________
Bullet Point 4 ________________________________________________________
Bullet Point 5 ________________________________________________________

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

SUB-HEADLINE 5 - Bring it to a Close

Okay, now your prospect is VERY CLEAR on whether or not youre right for them and if
theyre right for you. The previous secAon ltered out the trash and got the good clients
excited. Its Ame to bring it to a close and get them to take acAon.
There are a couple of ways you can approach this depending on what you oer. In the
past Ive always gone wide with mulAple services, so I didnt add any pricing info here.
Instead I wound it to a close oering a quick Skype call, and using other words meant to
get them to add me on Skype even if they arent sure they need me.
Heres an example of one of my past bio closers that got results.
Make sure you love my style.
I'll modify to meet your needs, but we'll connect best if we're on the same page from the start.
Either way, I'm willing to work with you to come up with creaDve soluDons for your fancy
business brand.
Just let me know what you need.
Even if you're not ready to go all in, at least lets have a chat. If you don't choose me now you
might need me later. Consider with care. Then make the choice that's right for you.
Chat Soon,
Lex DeVille
PRO TIP: NoAce my call to acAon is hidden. Lets have a chat is my real CTA, though it
appears the CTA is to make the choice thats right for you. :)

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR TURN
Go head and write a paragraph to bring your bio to a close. Theres no one way to do this.
You can recap their pain points, and where youll take them. You can subtly request a
chat. You can even go full-blown direct response and demand they Contact Me Right
Now!
Whether you use a sneaky CTA or something more overt, just be sure to run it by a friend
so you know whether or not it sounds shady or makes you look like an ass.
When it comes to giving commands it can be a touchy subject and its usually best to get
a second opinion.
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Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

YOUR P.S. STATEMENT

Now that you closed your bio. Its done. They either want you or they dont. If youre
reading this youre probably a copywriter, but even if youre not, youll benet from a P.S.
statement at the end.
Your P.S. statement is a short statement that comes right a_er you sign your bio with
your name (and maybe your Skype info too). It points out any last minute benets to get
their aGenAon and put them over the edge. Heres an example:
Kind Regards,
Lex DeVille
Skype ID: xxxxxxxxxxxxxxx
P.S. Did I menDon my services are 100% Money Back Guaranteed?
Your P.S. statement is your last chance to tell them anything that might get them in the
door and get them to contact you. A_er that theyre either ready or not.
Your P.S. statement can be a single sentence or it can be a couple of sentences long if you
have room. Dont go overboard, but do use it because it works preGy well.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

KEEP YOUR NOSE CLEAN

QUICK TIPS TO BEAUTIFY YOUR OVERVIEW
1. Never write in long block paragraphs. 1 to 3 sentences, preferably 2 or less per
paragraph is good. Anything more is hard to read.
2. Use special characters to separate ideas. SomeAmes I use 3 lines to add white space.
3. Use extra dashes to show key points or use special alt codes to create unique bullets.
4. Make important info ALL CAPS since you cant bold or highlight.
5. Add a link to your porlolio in your bio and make it stand out.
6. Add your Skype details at the boGom below your name so they can contact you.
7. Oer some kind of guarantee to put their mind at ease.
8. Tell a story about another client you helped and how you helped them.
9. Give away some kind of free, acAonable, valuable info clients can use right now.
10. Ask quesAons to help guide them through the text all the way to the end.
11. Be sure to menAon anything big youve done like wriAng 2 best selling novels etc. just
make sure it relates to what you do.

Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

THANKS FOR DROPPING BY!

That wasnt so bad, now was it?
If you stuck with me all the way here, you should have a preGy badass prole in the
works. No maGer what you write, always be sure to test it for a week or 2 for results.
Check your Upwork stats for a few weeks to see the dierence.
Did anyone contact you during those weeks?
Did your prole get more views?
Did your applicaAons seem to get more results?
If you didnt get results or got less results, adjust something (1 thing at a Ame) and try
again. If you did get results, awesome!
The more tailored you make it the easier it is to pick up 4 and 5-gure gigs without
applying at all.
I really hope you found this guide helpful for you.
If you want to go deeper with your freelance training with me, be sure to open my emails
so you know when I launch new 1:1 programs or group trainings where we can go way
way deeper into your specic challenges and needs.
Thanks again!
Your Friend,
Lex DeVille

P.S. Theres a discount coupon on the next page for 25% OFF my next From Failure to
Freelance group training. :)
Copyright 2016-2017, lexdeville.com, All Rights Reserved.

LEX DEVILLE

WANT

25% OFF

MY NEXT
FROM FAILURE TO FREELANCE
8 WEEK GROUP TRAINING PROGRAM?
Click Here to Join the Waitlist Now!
Subject to Availability so Join the Waitlist Now!

Also we just launched our new Facebook freelance copywri.ng group, so be sure to
check that out and join us for .ps, tricks and more here.

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