What’s on the iPod: Freebird by Lynyrd Skynyrd
Happy Veteran’s Day to all who have served. We appreciate you.
At the moment, I am what you’d call “between projects.” I’d panic, but I have some things coming up that will keep me busy through the rest of the month. Plus one of my regular clients, who is an absolute dream to work with, has instructed a staffer to keep me busy with work even if it means removing work from others. I’ve been a huge supporter of her business, and we’ve formed a friendship that extends beyond the work. And I’m currently sorting out some ideas for another client, who has asked for a few articles to help promote their organization.
So I spent yesterday sending out LOIs and contacting a few clients and one potential client. In one case, I already knew the answer. My rate wasn’t within his budget. It’s a shame because I liked him and admired his business model. Maybe in the future.
Like I said, it wasn’t a surprise. He has a smaller business – it’s grown quite rapidly and impressively, but I think he’d still categorize his business as small. One thing he did mention was the economy, which has hit his business pretty hard. He was the second person to tell me that yesterday – small businesses are really feeling it. I guess I’m lucky. A one-person shop can take the ups and downs much easier.
So my marketing yesterday was aimed a bit higher. I sent letters of introduction to larger, more prominent publications. I contacted businesses that have a few different locations. I made sure that I didn’t target smaller establishments. If two companies are feeling it, that’s enough of an indicator. Time to go a few more links up the food chain.
I’m not one to track my marketing methods beyond what’s inside my head or on my virtual sticky notes. You don’t have to, either (unless that’s your thing). Try these things:
Look for what isn’t working. You’ve been answering those Craig’s List ads for months with no luck at all. Why? Time to trash that and try something else.
Pay attention to what clients and potential clients are saying. They’re telling you in casual conversation what the market is like for them. Look for similarities in thinking. If clients aren’t able to hire you because they’ve fallen on economic hard times, there’s a good chance it’s going to be affecting plenty of same-size businesses.
Revise your approach. I could have spent a few hours yesterday writing multiple targeted queries. Instead, I sent out some targeted introductions that may have left a better impression than an idea that may or may not have worked. I asked for the invitation to submit ideas to new markets.
Offer them what they haven’t asked for. If you’re used to contacting clients every few months to see how things are, next time present them with an idea – how about a business blog, a white paper, a press release, or a media kit?
How are you bringing in the business these days?
14 responses to “Mixing Up the Marketing”
I've cranked up the freelance engine following some unsavoury news at the day job. Nothing bad (yet), but we can't help feeling that it won't be long now. So I've been polishing off my CV and catching up with some old markets. It's difficult when you've been out of the game for a while despite trying to keep in touch.
Today by chance I saw an ad in a magazine I've tried to get into before, but now they're actively looking for a specific kind of contribution from my geographical area. So I struck while the iron was hot and applied anyway. I don't really have a pitch letter/email template at the moment, but I wrote from the heart and my fingers just flew across the keyboard.
Fingers crossed, because this would be a nice gig for me, whether I keep the day job or not.
I'll also send off a how-are-you email to one of my favourite editors if I haven't heard from him in a while (i.e. week or 2). That always, always does the trick. 😉
Mostly because I don't like the length of time it typically takes to be paid on magazine publications, I prefer to use them as secondary income, instead of my primary source.
I prefer dealing with companies-in the ideal world-larger companies-for my primary source of income. Most of my print publications have been ghostwriting where the company for the bylined person pays me. Of course, that does not mean I never have problems getting paid, but I tend to have a lot fewer headaches.
Different strokes for different folks-whatever works best for you. Good point, Lori, about looking at what's not working.
Diane, I bet you'll have a better response to the e-mail you wrote from your heart than if you had uses a template. Fingers crossed that you get it.
I've been doing a few LOIs and even saw a couple of job postings that sounded good for me. But yesterday something interesting happened. One of my long-time editors e-mailed me, apologizing for not having many assignments for me lately (she explained that their budget is dependent on school budgets throughout the US and Canada). She also sent a link to place seeking a part-time (10 hours/week) Lead Craft Blogger. It was good knowing she was thinking about me.
Of course, given my neighborhood I should consider becoming a crime reporter. A guy was murdered around the corner from my house last night – we saw police cars and crime scene tape, neighbors called back and forth trying to piece together the story. Sounds like people passing through the area picked up two guys (friends? acquaintances? strangers?) who robbed them while in the SUV, shot the man multiple times and fled on foot. The woman drove him to the ER two blocks away where he was pronounced dead. No one recalls hearing shots or tires squealing.
Nah…crime reporting would be way too depressing.
Ooo, fingers crossed for you, Diane! That sounds like the universe handing you a gift. 🙂
Great point on payment, Cathy. I know one magazine I work for takes at least four months to pay. I haven't bothered contacting them. I'm sticking with the ones I know pay within weeks of acceptance.
You're so right about clients often paying faster. There are exceptions, but in general magazine work isn't the fastest way to a paycheck.
Jeezuz, Paula, you ARE in a crime area! Isn't this the second one in a few months? Great news on the client sending you a lead, though. That shows she loves your work.
I'm trying not to drown in work from the day job, but I have managed a few freelancing gigs lately. I've just been trying (successfully, I think) to do an awesome job on each article, so the editors have come back to me. I need to reach out to a few new people and I definitely want to try the LOI. I've also been networking locally like crazy, which is working too. Personal recommendations are so nice and so easy!
Day jobs get in the way, don't they? You're so right – when you get a referral, it's golden.
First murder in my immediate area in about 10 years (same block both times!). Four weeks ago the foreclosed hose two doors down had a small fire started by squatters.
This is what you get your city has successful Weed & Seed programs in the bad parts of town: The criminals who weren't arrested set up shop in a new part of town. Mine.
I swear one day I'll be one of those little old ladies beating off a burglar with a baseball bat if they dare enter my house. A message to any would-be criminals: Don't mess with me. I bite back.
try something new is always a great idea, particularly if what you're doing isn't working… great post, as usual, Lori.
Want something that feels risky? Try 5 cold calls !
Until this move is done, I am bringing nothing to the table.
And suddenly, everyone wants a piece of me. Isn't that always the way?
I'm telling them all, "I'm moving. If you can wait until after Thanksgiving, let's talk; if you can't and want a great referral, I've got a good list of people."
I have had so many opportunities not work out recently due to timing with my pregnancy leave. I just got an email about something after the holidays and am crossing my fingers that it works out. Could be steady work for a while. I hope, I hope, I hope. We sure could use something going in our favor.
Lori, glad to hear that your client is trying so hard to help you. Those great relationships are golden!
Thanks Paula, and Lori. I've not heard back yet, so may check their website to see if they're happy to receive sample stories anyway.
Paula: Do you write fiction? I'd want to convert all of that raw material into something, and a nice meaty crime story could be just the ticket without being so depressing.
Diane, please keep us updated if you hear anything back. I agree with those above and I usually write my LOIs and such from the heart (when I do them). I find it comes across more authentic and I can connect better with an editor if I tailor it to fit them, there magazine and most importantly, the audience.
I just stepped out onto a limb. I was sitting at Fourbucks (haahaa, get it – ANYway) and heard a couple of people talking about a fashion magazine they were putting together. They mentioned needing a press release and my stomach jumped onto the table. I got up, walked over, apologized for eavesdropping and gave them my card. A little chit chat later and I may end up with a new client. (I'm trying to get more local clients at the moment).
When you are looking at what doesn't work, how do you ladies decide what you want to try next? Anne, want to jump in on this one?
Diane – I'm not a fiction writer, but I write the occasional. Last night while writing a journal entry I had a really funny twist on events that is crying out to be turned into something fun. Then i could sell the script, make millions of dollars, buy up all of the crappy rentals and hire someone to screen for decent tenants, sell some to owner-occupants, or bulldoze the rest!
Last weekend I would have had time to work on it. This weekend I have four interviews to transcribe, one column to write, one or two blog posts to write, window film to put up, and the annual Santa Letter sales flier to get out. (I might try branching into editing family holiday letters – most of the ones I receive need heavy editing, so maybe there's a market!)
I must be remembering the fire then, Paula.
Wow, Anne! That does feel risky. 🙂
Devon, it never fails – become too busy to handle things and everyone needs you right then.
Becky, fingers crossed for you. That sounds like great timing!
Sal, I love it! Fourbucks – so true! And way to go. I've been hanging out at Starbucks for that reason. I've been known to leave a few business cards behind, you know, accidentally and all… 😉