Oh come on, you know you’ve been taking a passive approach to your career, don’t you? No? When was the last time you actively sought out new clients? I’m not talking about cruising around the job boards looking to see who’s hiring. I mean when did you last contact a prospective or current client and ask for the job? That long? Wow. No wonder you’re depressed and don’t think you’re worth all that much.
Now’s the time. Get off your duff today and start the first day of your new marketing plan. Compile a list of possible clients, make that brochure, create that postcard, and mail those potential clients something now. And as much as you hate to, follow up with a phone call in a week. If you decide to do all this in email, don’t expect to get as much direct attention (or work), for spam filters, and spam laws, are your enemy. Go offline just once in your life here, okay?
There are a couple reasons why taking an active approach will benefit you. First, you’re now in charge of who it is you’d like to work with and what industries in which you’ll be concentrating your efforts. Imagine doing work you like instead of work you have to because it’s all that was on Craig’s List this week.
Second, you’re now setting your rates instead of having them dictated to you by strangers who don’t value you. That’s going to reshape the way you think about your career and your worth in the market. If you can’t state your rates and stand by them, you can’t expect clients to do it for you.
I don’t care if you’re targeting magazines, newspapers, or corporate America – they all need writers and they don’t know you’re there unless you tell them. So, tell them. And tell them what you charge. With the possible exception of a few print sources, you’ll be able to say “Here are my rates.” Just make sure you don’t undersell your talents. If you approached say Merrill Lynch and offered your writing services for $50 an hour, they’re going to wonder what’s wrong with you that you’re so cheap. Study the market. Make sure before you present your rates that you understand what’s standard in the industry.
So writers, what have been some of your more recent active career marketing moves? What’s worked? What hasn’t? What are you most afraid of?
How funny that you’re discussing this today. I usually initiate contact with prospects through email, however, I have been hard at work over the past month creating a new website, a direct mail package (brochure, direct mail letter and postcards for existing clients I haven’t heard from in a while. I’ve also written a tutorial and will hopefully finish up the special report I’ve been working on.
Your advice about studying the market to make sure your rates are in line with the audience you’re targeting is great advice.
Kimberly, we must be conjoined at the psyche. :))
It just seems odd to me that we as an industry hide behind the Internet so much. Better to take the risk to our egos and seek the work we want.
I’ve sent out quite a few teaching proposals in the past weeks.
And now that I have the Computer of my Dreams, I’m designing a new brochure with awesome graphics and doing a direct mailing to a targeted list.
Oh, yeah, and I have a book coming out next week.
I also think it’s funny you bring this up today.
I’ve had good luck identifying print and online pubs that fit my skills, working hard to find a direct phone number, and then making an introductory call. I identify myself, ask if I’ve caught the ed at a bad time (they always say no), and then ask if I can explain the reason for my call. Very nonintrusive, and no eds have told me they coudln’t take my call.
I did that just yesterday. I stumbled across a site I didn’t even know existed, ferreted out the editor and her phone number by doing online research, and made the call. We had a nice chat, and I’m going to send her story ideas and my resume today.
In the lingo of salespeople, that phone call makes your e-mail with ideas and clips a “warm call” rather than a “cold call.”
We’ll see what happens, but this technique has come up roses for me before!
That’s fantastic, Gabriella! Good to hear your tips on how to approach the call, too. A lot of writers get hung up on it, not knowing what to say (go figure – we’re great on paper, though!).
Lori, I think you were talking to ME in the opening lines! LOL. It’s been forever since I’ve marketed, online or anywhere else. My regular clients and the referrals I get keep me pretty busy, and even though I know I can’t depend on that last forever, it’s hard to find time for marketing. :o(
I am curious, though. When you approach potential clients, do you call them? Send an email? Send a letter? What do you find works best? I personally hate the phone, but I know some people swear by cold calling.
Well said, Lori.
Katharine, me personally – I send out a correspondence, usually a brochure, then I follow up via phone (or email if I can’t reach them by phone). I tell them I’d sent out a brochure to introduce myself and my services and I was following up to see if they needed any writing or editing help now or in the future. I follow all conversations – including the “no thanks” – with a thank-you card and a business card tucked inside.