Better Client Contact

It rained yesterday. Just a short rain – less than an hour – but I was thrilled to see it. I can’t remember the last real rain we had. Wait – yes I do. End of May. Wow. Really?

I spent the morning on a tricky client project. Usually they’re easy, but this one had little focus, which meant I had to create the focus. Worse, it’s a resume, which means the client’s objective may or may not be what she’s looking for. I asked. The answer was “I’m not sure.”

I did a bit of work in lining up some interviews for the article I’m writing. I’ve found a good method of vetting those sources that are what I call on-the-fence experts, meaning they may have relevant info, but sound like they may not fit the subject. I sent over questions to one particular source. Turns out he answered just a few of my questions in email, but his answers to those questions were solid. I don’t think his experience fits exactly with what I’m hoping for, but he gave me some good quotes that may be worth revisiting later.

I was thinking about marketing and how in the last eight years I’ve seen my own marketing methods take shape, change, and morph to fit the moment or circumstance. I realize there are plenty of writers who send out endless amounts of queries, LOIs, emails, or brochures with little to no response. If that sounds like you, maybe people aren’t buying what you’re selling, but maybe they’re not buying what you’re selling because of the approach.

Here are some ways I’ve improved my own marketing approach:

Know Thy Client. It takes just a few minutes to visit your prospective client’s website, read how they describe their business, and look at what communications methods they use/don’t use/don’t use well.

Focus on Them. In your introductory note or conversation, use that newly-culled knowledge to bring the focus onto your client. In fact, the main focus of your conversation or note should be on the client’s needs, concerns, or business. Tell them about your background, but bring it back to them quickly.

Sell the Sizzle. It’s okay to say “I’m a veteran writer with over 10 years of experience.” But it’s just okay. Wouldn’t it be better to say “I have helped clients increase communications project effectiveness by bringing clarity and focus to their messaging”? Give clients more than just a list of your accomplishments –list the benefits they get by working with you.

Anticipate the Obvious. Getting a client on the phone or in person is a great chance to prove yourself. But are you ready? Clients will always ask A) what you charge, B) if you’ve done X or Y that relates to their business, and C) if you have samples. Know your rates for each project (or per hour, whichever you prefer), keep a list of projects handy, and go to any in-person meeting armed with a portfolio they can take home or be sent.

How have you improved the response rate on your own marketing efforts? Have you looked at what’s working and what’s not? Where do you think you have room for improvement?