What I’m reading: Inishfallen Fare Thee Well by Sean O’Casey
What’s on the iPod: Helena Beat by Foster the People
Hop on over to Devon Ellington’s Ink in My Coffee to get your copy of Devon’s latest book, Assumption of Right, just out today! Devon will be by tomorrow with a guest post on how her fiction writing feeds into business writing. A must read!
Gorgeous weekend. Spent Saturday helping with a surprise party for the daughter’s boyfriend. His family came, and it was really nice to catch up. Good people, sweet young man.
Sunday we were at Molly Maguire’s for the Irish music sessions. Had a good time. If we keep going regularly, I may know the words to the Celtic songs. Came home and sat on the swing, enjoying the cool weather and the relatively bug-free evening. That’s rare. For some reason, we’re usually inundated by mosquitos. We’ve checked for water sources – none. Not sure where they’re finding a place to propogate.
I was talking with writer friends last week about various marketing processes. We were hashing over how sometimes even the best methods get ruined by bad application. And yes Virginia, you can screw up a marketing campaign. Here are a number of ways to ensure you kill that business before it flies:
Forget follow up. There was that job sitting in your in box, that note from a client saying he’ll get back to you in a week. It’s been three. Why are you still sitting there? Are you afraid to nudge him? Don’t be. Get back in touch. The same goes for that client whose project you just completed. Go on – ask. Was everything okay with the project? Are there any questions or revisions? Is there any other project where you might be of assistance? Do they know of anyone else looking for writing help? Don’t leave money on the table. Make sure to wrap up projects professionally.
Engage in political maneuvering. For some reason, some freelance creatives seem to be operating under the impression that demeaning other writers in blog comments/forums or clinging to the coat tails of others (and stealing their traffic) is acceptable, necessary behavior. Here’s what happens – you see a spike in your traffic and followers, and maybe even a spike in your income. But it’s temporary, and the impression you’ve left has killed any chances of your ever getting referral business from your peers. Word spreads. Clients may even realize you’ve stolen ideas or used others to get ahead. You’ll find yourself ostracized and bleeding clients. Don’t do it. Build your own network organically and don’t use others to get it. It shows lack of creativity and skill. Who wants a writer like that?
Get pushy. Have you ever bought a car? Have you ever had that one salesperson who doesn’t know when to stop hounding you, cajoling you, or pressuring you or your significant other into that sale? Don’t be that salesperson. Don’t flood their in boxes or mail boxes with your communications, don’t call incessantly, and for pete’s sake, don’t beg.
Get belligerent. Don’t get heated when they turn you down. They don’t need your services. Period. However, they may need them in the future. Your response should be a thank you and a “Please keep me in mind.” Then follow up every few months.
Apologize. Laugh all you like at this one, but I’m willing to bet many of you have done it. I did in the beginning. I apologized for bothering them. “Sorry to ask, but…” or the one that kills all your chances: “I don’t have much experience, but…” Present yourself and your ideas confidently. Many times that’s all you need.
Market to people you’d rather not work with. So you think all personal trainers are pumped-up, condescending asses blessed with super-human metabolism? Then why are you trying to capture their business writing projects? If you don’t like their business, their practices, or even their personalities, don’t consider them as potential clients. Stay away. You’ll both be happier.
Insult your client/client’s business. It’s okay to contact a potential client and offer to establish and manage her blog. It’s not okay to contact her and say something like “I can’t believe how far behind the curve you are!” Result: client may realize she needs a blog, but who wants to work with someone who just insulted her business acumen?
What marketing mistakes have you seen or even committed?
11 responses to “Deadly Marketing Mistakes”
Every so often, someone with absolutely zero credentials emails me to tell me what I'm doing wrong with my sites and that I should hire them to "optimize my business income" because "its obvious your site doesnt work and cant reach full potential. U dont know how to put together and effetive website & can help with that."
First of all, duckie, you have no credits.
Second, there were typos and grammatical mistakes in your pitch. Why would I hire you when you don't use full words and don't understand the difference between possessive and plural or the apostrophe?
Third, you insult me. Why would I pay you?
Fourth, my websites work just fine; I get good traffic, good response, and land good jobs.
Not someone I want to work with, far less pay.
Thanks for the shout-out on the book. I'm very excited about this launch.
Amazing how a badly worded message can just sink their chances. And yet they're trying to convince you to hire them to write THE copy of the decade? Right.
I'm of the opinion if they approach me with a great pitch and convince me I'm in need of their services, I'm going to buy or remember them when I'm ready to buy. I will remember the other type of person too – but for the wrong reasons.
Oh, we're having the mosquito problem too. I think it's just because of all the rain we had thoughout spring, because they're worst at the end of the road where there is no natural water source. Fortunately, I only have to contend with them when I go for my evening walk.
I committed a marketing mistake in May. I got back in touch with a former client I hadn't worked with in years. She sent me a new assignment rather quickly. I completed the first phase of it and sent it for her feedback and finalization but then things got really busy with other assignments and I had to put her on hold. I apologized profusely but it appears she found someone else to complete the work, which she had every right to do, but I feel terrible.
Our mosquitoes have been around forever, Kathy. Not sure what the devil is going on. We're not near any natural water sources.
Ouch! That hurts. But hey, you know now. I bet that mistake never happens again.
Another mistake: Acting like you're smarter than the client (even if you really are).
No one likes being condescended to.
I have a friend who, for some deep seated insecurity, needs to be the smartest person in the room. The result? She often comes across as a pretentious poser. I cringe when she starts expounding (with great authority, of course) about some subject when I know she doesn't really have a clue about what she's discussing.
My biggest marketing mistake has been to follow up too slowly. I have let way too much time go by between initial contact (for a reason other than marketing) and follow up to ask whether I can help in a writerly way. I've been correcting that mistake the past few weeks and have received at least one positive response so far! Follow up works wonders!
The worst thing someone can do when trying to sell to me is be pushy or condescending. I don't appreciate being treated like I'm stupid, so anyone who does that is just wasting time. I won't be buying. Same goes for trying to bully me into making a purchase. And I'm a real loud-mouth when it comes to referrals. If I like you, everyone will know. If I don't like you, everyone will know that too!
Devon — I feel your pain. I get a few of those emails each months, often from SEO folks. They see I don't follow certain SEO standards and think I want their help (without checking first to see my sites already rank quite well). The worst are the ones offering "content writing" services implying they'll write spammy garbage for me to help me rank well. I just smile and hit the "delete" button.
Lori – Great tips as always, especially on dealing with prospects turning you down. I've found this to be an important group. I go out of my way to help them find what they want if they don't think I'm it (usually because they can't afford me). I point them somewhere to find the less expensive writers they're looking for, and I invite them to get in touch if I can ever help them down the road. They frequently do come up. Rather than getting upset, help them see how valuable you are by letting them test the waters in lower quality / lower priced markets. Some have to learn the hard way and they come back, tail between their legs, saying they wish they hired you in the first place. And these folks have never tried to talk down my rates after taking the cheaper route. You just have to make an impression.
Paula, I know a few people like that, too. It's boring, isn't it? I've found that I listen less to what they say because of their insistence that they're always right. Worse is when they use big words – incorrectly.
Ashley, I've had similar troubles. What I've done is set up a system where I send out say five queries on a Tuesday (LOIs usually). As I'm sending out more queries the following Tuesday, I finish up the marketing by sending out notes to those first five LOIs. For a while, I was setting up Outlook reminders to follow up. Since I'm marketing every day, that got to be messy. But if it helps, try following up one day a week, maybe a Friday. That way you've given them time and you've not forgotten. And you can count that as your marketing for the day. 🙂
Jenn, very good point. Sometimes they just don't fit. I had a call last night from someone who obviously wasn't able to afford my editing rate. I have to give her a few leads (once I see the project) and let her decide if price should be guiding her decisions. If so, we weren't a match anyway. But as you say, if she sees value in my price, she'll be back.
Big words indeed, Lori. The same friend of mine who boasts a 140 IQ can't seem to check the label and see the pain reliever is not "iduprofen." She also says "ponticate" instead of "pontificate," "mute point" instead of "moot point" and calls MSG "monosodium glutinate" – no wonder it gives her a headache!
Funny how the more she speaks the faster people realize her IQ probably isn't 140. Of course, i wonder what things I say and do that make me look stupid… the list could be endless.
I am terrible at following up and I think you are right Lori, not following up is leaving money on the table. It's just bad for business.
I think psychologically, I get frightened more than the prospect of a cold call because the person might be like 'oh, no didn't get your email/message' etc but then again, what's worse going hungry because you won't follow up or leaving thousands of pounds/dollars on the table!
Good point, Aulelia/Kagem. 🙂 We aren't necessarily fans of rejection, but we assume it more than we assume acceptance. I sure do.