I was reading through a few blog post articles yesterday when I came across great marketing advice. It was sensible, and it was advice I’d given here a number of times. Yet I wasn’t buying it from this particular blogger.
That’s because I’d been the target of one of this blogger’s marketing campaigns. And I could not escape.
Let’s start by saying I really like this person and their products. I bought two of them. That’s a contact you want to stay in front of.
Except you can overdo it. And boy, did this person overdo it.
First it was a weekly email. I don’t mind that if there’s something of value being shared.
But then it became a few a week, then slowly it became one every weekday.
And there were more salesy notes than there were informative ones. I was willing to stick with this person while the notes were offering something new to think about.
I stopped following. That took a lot because I did like the person. Still do. But every time I’d see their name on the email, I’d groan.
By the way, that’s not exactly the response you should be aiming for in your potential clients.
So I unsubscribed. That ended it.
Except it didn’t. Two weeks later, I get a letter in the mail. Wait — I never shared my mailing address…
Don’t be this kind of marketer, freelance writer.
Aside from overdoing it in the marketing department, some freelance writers make these mistakes, as well:
Forgetting about the network.
They could be local friends and contacts. They could be people you’ve met in other jobs. Or they could be former clients. Why aren’t you reaching out to them? That’s where you’re leaving money on the table, frankly. Luckily, it’s the easiest area to fix. Reach out. Right now.
Not following up.
Remember that time you sent out 40 emails to new prospects? How many did you follow up with? Did you think they’d contact you? Honey, if you’ve not reached out within a week or two, they’ve already forgotten. Don’t be the writer they can’t remember. Don’t drive them crazy with endless emails, but do reach out again in a week or so, then again in two-month intervals. And definitely ask them if they want you to remain in contact every now and then. The goal is to get them talking, even if it’s a “no thank you.”
Not identifying the best buyers.
We all know people who have a business or who are high up on the food chain in an organization of some sort. Have you nurtured that relationship at all? How about those businesses that put out a ton of written content? Who writes all their blog posts, thought leadership pieces, and articles? When was the last time you introduced yourself to an editor at a magazine specializing in what you write about? How about printers, marketing firms, designers, and others who take on clients like the ones you’re looking to secure? Or those companies that support the specialized area you like to write in most? For me, I write for managed care companies because they’re essential to reducing workers’ comp costs, which is a big deal to insurance companies. Think of clients that are parallel to your particular focus.
Forgetting to be consistent.
Particularly in January when we’re all gung-ho on those resolutions, freelancers jump out there and market like they’ve gone mad. For about a week. Then what? It’s the slide back into the same, dull routine that’s gotten them nowhere.
Do this instead: open the Calendar app of your choice. Make an appointment to market every Tuesday. Or Friday, or whenever. Click on that “recurring event” button and schedule it. Once you’re in the habit of it, make another appointment with yourself to market on another day. And then another. You should market every day if you want to grow a business. That doesn’t mean sending out emails or letters every day, but tweeting, interacting on social media, calling people, etc.
Writers, what marketing mistakes did you make when you were starting out?
How have you built a business through marketing? What worked best for you? How has that changed over time?