What’s on the iPod: Don’t Swallow the Cap by The National
I love pay days. Since those days are unpredictable for us writers, it’s always like getting a much-needed gift. Yesterday, I received the third such “gift” and am now set pretty well for the holidays. That doesn’t mean marketing stops; on the contrary, it steps up. I like working. I like money. Therefore, I keep going.
I had a meeting with a new client yesterday, so I do have more projects in the queue on top of those I’m currently working on/waiting on. I have some other clients to reach out to again, so my week is going to be busy with marketing.
Recently, I saw a terrible email in my in box. The goal was to sell me on this company’s services. The result was the opposite; with a presentation like that, I’d worry every minute of any job this group would do for me.
As writers, we can get it just as wrong, too. We can look flaky, unorganized, outdated, or lazy without any effort. Looking like someone with whom others would do business? That takes a little more effort. It’s not hard, but oh, it’s tough to convince some writers that it matters. They continue to project an image that may get them a little business, but probably has turned away more clients than they’ll ever know about. These are the writers who struggle, who try any method they see working here or there, without really thinking about who they are and what their goals are.
Here’s how to kill your writing business just as effectively.
Be a fad seeker. I mentioned this earlier in the week. There are writers (and other business owners) who will flit from fad to fad hoping that what’s making money for Polly will make the same kind of money for Sue. They forget that being consistent in their approach and creating a brand for themselves is so much more effective than the latest guru’s version of the “only way” to success.
Look old. I’m not talking your actual age, but the methods or technology you use that may not be in keeping with modern times. Love that running dog graphic or that font that looks like kid scribble? That’s going to attract kitschy dog lovers and kindergarten teachers. Beyond that, you’ve lost most of your intended audience. Look at your marketing materials, your website, your email blasts, etc. with a critical eye. Does this look modern? Does it look rich enough to make someone believe you’re a serious professional? If not, change it.
Seek instant results. Patience is a virtue, but not if you’re trying to kill a business before it starts. Impatience has caused a ton of bad decisions, including but not limited to content mill work, lower-than-acceptable pay rates, impossibly hard work for little payoff, and utter disappointment when that get-rich-quick scheme fails miserably. Hard work and consistent effort is your friend. Better results come with better planning.
Don’t spend money. If you think you can put your best foot forward visually, verbally, and easily, congratulations. You must be a designer, marketing guru, and business executive rolled into one cute little package. If not, don’t let cost stop you. I’ve seen writers who will spend money on programs, gadgets, and fluff but stop short when it comes to hiring someone to design or spending money on that better website. Sometimes it takes a little money to impact your image and your earnings in a big way. Don’t be afraid to put dollars into your dream. Spend wisely, but don’t shy away from spending if it’s clear you need it.
In what ways have you seen people killing their businesses?
What common mistakes do you think writers make?
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