What I’m listening to: Wagon Wheel by Old Crow Medicine Show
Thanks to everyone who commented on last week’s thread. I used Random.org’s list randomizer, plugged in the names of those commenting in the order in which they commented, and chose the first name returned.
The winner of the Amazon gift card is…
Joy Drohan!
Congratulations, Joy! Thanks, everyone! As always, I appreciate your comments.
What a weekend. I’d love to tell you how much fun I had, what we did that was exciting, but I can’t. For the first time in ages, I had to work.
It’s my own fault. I accepted projects with short deadlines when I had zero time for them. The result — I have five projects all due before the end of this week. Well, now I have three. I finished one on Friday and another one on Saturday. Plus I was able to get the ground work done on two others. Today’s tasks — writing more, locating two more sources for an article due on Wednesday, and getting another project framed in. I have two more projects coming — one arriving this week for sure.
If I had to market right now (and I do — don’t we always?), I’d do it the way that’s been getting me the most traction the last four years. I do one simple thing that takes a whopping five minutes, and impresses the hell out of clients:
I research a client before ever getting in touch.
You may already put some time into researching your next client (or one that’s just contacted you directly). But I use a method that makes them think they’re talking to someone who really gets them.
Here’s what I do:
1. Read the About section of their website. What are you looking for? That one sentence that tells you what that company is all about. Here’s what Microsoft says is their strategy: “Build best-in-class platforms and productivity services for a mobile-first, cloud-first world.” If their About section is weak or too “me, me, me”, try going to a press release to find the info. What you’re looking for is the About section (again) or that first line where the company describes itself and its focus. Let’s stick with Microsoft — here is their About sentence: “Microsoft (Nasdaq “MSFT” @microsoft) is the leading platform and productivity company for the mobile-first, cloud-first world and its mission is to empower every person and every organization on the planet to achieve more.”
Why that matters: They’ve just told you how they want all communications to be framed.
2. Read one press release. It doesn’t matter which one. You’re looking for a contact person. Some companies are smart — they have a dedicated press room page that lists their press contact, including emails. If not, you may have to call or do some digging on LinkedIn or an Internet search.
Why that matters: Press contacts are often the heads of marketing, and the people you’d be working with.
3. Scan one or two company-generated white papers or articles. Look at the tone and voice they’re using. Is it informal (“it’s” and “you’ll”) or formal (“it is” and “one will”)? Is the voice authoritative or conversational?
Why that matters: You can use that same tone and voice in your first correspondence.
4. Read through the list/titles of published pieces, newsletters, and thought pieces. What topics are they covering? Where are they focusing the majority of their attention? What expertise are they presenting, and to what audience?
Why that matters: They’re telling you who their target customer is and what they consider to be their primary specialty or an area they want to increase their market share.
5. Read through a most recent article/white paper/newsletter. Make notes on what they’re presenting — industry trends, hot-button issues, or emerging risks? Are they presenting solutions or giving an overview of the topic from their perspective?
Why that matters: you get to see what they like presenting, how they frame the topic, and what their goals may be. Plus you get to know their business offerings a little better.
As I walk through these points, I take notes. Mine happen to be on a notepad, but you can easily use Word or Excel to track clients and the info you’ve just gathered. I use the info to craft my letter of introduction, and also in any phone conversations. When you refer to something they’ve written or to their business focus, clients can’t help but be impressed. Here’s a writer who’s taken the time to get to know them.
Writers, do you conduct research before contacting clients?
What does your research look like?
Have you used that info in conversations? If so, how did the client respond?
8 responses to “The 5-Minute Move That Wins Over Clients”
Step number two raised a pet peeve of mine: when press releases don't include contact information. It's astounding how often that happens. (When it does happen, Google the company name and "publicity" and the odds are pretty high that you'll find a publicist's name. But then you need to make sure they're still at the company.)
I really love step three, since approaching them in the appropriate tone is so important. I've read past articles to get a feel for magazines' particular tones, but hadn't thought of it for other types of clients. Great tip!
What Paula said, and the same thing can be true for websites…sigh
Lori, if you're working weekends raise your rates!
That's my peeve too, Paula. I HATE those damn "Contact Us" forms with no names attached!
And thanks for your advice on how to find them. Another good method of locating them! And I sometimes find them via the conference exhibitor lists if they exhibit at shows.
Anne, AMEN. I agree. Or I need to say no more often. 🙂
Great tips, Lori! I find I use some of the same tricks…er…tips. 😉 In addition to the About page/website, press releases and papers/articles they've written, I'll look up the company on LinkedIn. Most are there and depending how much they use LinkedIn, you can find out a lot – Pulse articles, information they share/like, LI updates.
When you take the time to do the steps you outlined, Lori, you're also likely to be able to tell if you and the client are a good fit. At the very least, you'll be more likely to tell if you'd be a bad fit, and that way you won't waste your time prospecting them.
You sure can, Cathy! It's amazing how much these companies share on social media.
Eileen, excellent point. There have been a few companies I've decided against contacting as a result.
Yes, I do as much research as possible on a company before I contact them, be it in answer to a listing or an LOI.
I'm also careful not to criticize what they're doing — I can't stand it when I get email from total strangers with bullet points of what's wrong with my site and how I should pay them to fix it — especially when they refer to things that aren't even on the site! I'm careful how I phrase it.
I've also researched and then decided it wasn't a company with whom I wanted to work, so I crossed it off my list and moved on, without the contact.
When someone contacts me out of the blue, I try to do as much independent research as possible to see if they've accurately communicated what they're after.
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