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Yesterday was nuts. I sent out a few well-targeted LOIs, one targeted query, and followed up on a number of other queries. The good news is a contact with one client resulted in not one, but three upcoming assignments. Plus I talked with a potential client again, and I hope things are moving along for approval of my working with them.
At the same time, Anne, Susan and I were trying to run through our Webinar presentation to work out any last-minute bugs. And the clients were asking questions. And I was carrying on an IM conversation about the husband’s upcoming birthday. There were a few moments there when I wasn’t sure what I was answering to.
Wade said yesterday that knowing how to approach an event in terms of marketing would be something he’d like to know more about. So guess what I’m going to talk about today? I have my own pieced-together system of doing it. You may find something valuable in it, and you may be able to find better ways of doing what I do, in which case I’d be happy if you’d share.
Find the conference. Here’s the hardest part. If you don’t specialize, this can leave you feeling like you’re twisting in the wind. Which one to attend Where to look? First, decide if you want to remain local or if you’re willing to travel a bit. Conferences are often listed per-city, such as this list. You can also go to this site and browse the conferences for one that appeals.
Plan ahead. Choose one that’s at least six months out. It makes it easier to approach clients and catch them before they start planning their communications materials.
Find the lists. Getting lists of conference attendees is like finding the Lost City of Atlantis. It’s impossible without a lot of capital. Those lists are gold mines for the conference organizers, so you’ll pay through the nose for them. Instead, go to the exhibitor section. Most conferences will have lists of companies that are exhibiting. That gives you, depending on the size of the show, from hundreds to thousands of possibilities. The list I’m working on now has over 2,400 exhibitors on it.
Do the legwork. These lists show you company names and if you’re lucky, a website address. Use it. Go find that communications manager or company owner’s email or phone number. Open an Excel spreadsheet and start making your list of contacts.
Write your letter of introduction/phone speech. Introduce yourself. Tell them why you’re writing. Tell them a little bit about yourself (keep it to about three sentences). Tell them what you’ve learned about their company -Something like “I’ve read a few of your company’s online newsletters, and I’m wondering if you’ve ever considered a blog?” Make it relevant to your upcoming conference. I add something about the conference, how I’ll be there and would like to meet, and then I ask if they need someone to help with projects prior to the show.
Follow up. I can’t tell you how many projects came after I contacted them twice, even three times. The point isn’t to sell – it’s to get to know them and learn about their business. Selling is fine, but it may take you a while to get to that point. Be patient. Keep in touch, ask briefly if you can help, then ask about the business.
Do yourself a huge favor – in your initial note, ask to set up a meeting when the conference time comes nearer, say a week or so out. That way they know who’s going, what their schedule is like, and when it’s convenient for you to come by and hear about their business (from those who are in a position to hire you). Go armed with your portfolio, but let them do the talking. Listen, take notes, repeat back what they’ve told you for clarification (and to show you’re listening), then tell them what you do when they ask.
Shows are a great way to get your foot in the door, make personal contact with potential clients, and develop a presence in a particular industry or niche. Even if you’re non-nichey, the show can help you expand your business in new areas.
Have you gone to a conference or trade show with the intent of networking for potential clients? If so, what works for you?
The closest thing to a conference that I've done since my corporate stiff days was the Tucson Festival of Books. I was one of several manning the Editorial Freelancers Association booth.
I got a couple of leads out of it, but nothing ever came to fruition. Most of the people there were trying to get people to edit their unpublished novels for free, or next to it.
In addition to great people-watching, honestly, the best thing that I got out of it was attending a seminar on "How to write sex scenes without sounding stupid" or something like that. It was pretty hilarious, if nothing quite applicable to my daily writing tasks for corporate clients.
Thanks Lori for taking my suggestion. I believe not having a niche is the biggest hurdle. After reading this, I have some direction and that helps a bunch. Thanks for sharing your insights, hopefully others will comment on their experiences.
Conferences and conventions can also be a boon to feature writers. The best way to approach it is to query business mags or trade pubs about covering the convention. If you have a valid assignment, not only does the press pass get you in for free, but you usually get a book listing all of the exhibitors, bios on the speakers, and after the show you'll have loads of ideas to pitch to multiple publications. Yeah, you'll have the exhibitor list for future reference, too.
PERFECT suggestion, Paula! I managed to get the editor of one pub to ask me – at the conference -to keep my eyes open for story ideas. Better to have it lined up prior to, though.
Glad it's helpful, Wade. One more bullet in your arsenal, eh? 🙂
Jake, probably not the best conference to gain clients from, I agree. I'd look in industry first. Writing – hell, we're all looking for clients! LOL
That had to be one fun seminar! I'm envious. 🙂
Lori: This is a pretty interesting marketing approach. Would you mind sharing what types of projects you've worked on from approaching companies this way? Did you find that sending LOIs prior helped in connecting while at the conference? Would love to hear more! Thanks!
Hi Denene – my LOI use is a shorter history (before I would send a sales letter and brochure), but some of the projects I've worked on as a result are articles (they work for magazines, too), ghostwritten thought pieces for companies, editing work, and newsletters. I did find it better to send the LOI, though there's nothing wrong with walking up to a company booth at a trade show, asking them to tell you about their business, then handing them a business card and giving them a brief summary of your background. I did this at the last show and I'm actually still talking with two companies on project ideas (nothing concrete from them yet, but one is close to deciding).
At that show, I contacted them a bit too close to the conference time – three months, I believe. I did get six or so appointments, but no one took me up on the offer to help with conference materials. That's probably because the work was already done at that point.
Does that help?
Thanks, Lori! That's very good info to know. I have thought about marketing myself as a ghostwriter for company experts who market themselves through trade articles since I do so much trade writing. I just need to take the time to market myself in this capacity.
Thanks so much for the additional info. Have a great weekend!
hmmm, food for thought here, although I tend to avoid crowds a lot these days… hmmmm
oh, and yesterday I was as crazed as Lori describes… and I wasn't even on im – but it turned out to be a great webinar
Denene, that sounds like a super plan! Go for it. 🙂
Anne, I like conferences because if you go to the same ones, you make friends. I like seeing familiar faces. Lord, I should have been a salesperson the way I love to mingle and chat people up!