What I’m reading: Setting Free the Bears by John Irving
What’s on the iPod: Life by The Avett Brothers
March has come in like a lamb. Okay, here it’s more like a cold lamb looking for a scarf, but it’s been mild. Hopefully that will change come Wednesday when we’re expecting what could be a huge snow event. If the Weather Channel names it, then I’ll get the shovels out. Ridiculous habit they’ve just started. Who cares? Snow is snow. Don’t get me excited (I love snow) unless it’s actually coming.
March is also a changing of themes here on the blog. This month we’re kicking your freelance writing business into high gear with marketing. It’s all about marketing your writing and your business like you mean it. One good way to do that is to understand what marketing isn’t, and what you might be doing that’s actually shooting you down before you get off the ground.
If you believe any of the following myths, you could be sabotaging your writing career:
I have to find my clients on social media. Not true. I know a few writers who don’t do social media and they’re still working. How? They write query letters, make phone calls, or send out emails presenting themselves and their talents to prospective clients. It takes a smidgen more work, but if you want to be writing and earning more, it’s going to take a smidgen more work, you know?
Marketing means I have to be selling. No. No it does not. Marketing is raising awareness of your product/services and making it appealing to potential clients. True, selling fits within marketing, but it is not all that marketing is. The same goes for networking. It’s about building relationships and making connections. It’s part of marketing, but it doesn’t make up the entirety of it.
If they don’t say yes right away, they’re not interested. Some of my regular clients came to me weeks, even months after I’d first contacted them. One hired me a full year and a half after I’d met with them at a trade show. Why did they hire me? I was persistent and didn’t give up. Instead, I followed up. Consistently. And I was there when they decided it was time to hire.
I don’t need a website. Hell you don’t. You know all those resources and interview subjects, or even clients you look for on the Internet? Why wouldn’t your potential clients look for you the same way? You need a sensible website — avoid the fancy-schmancy — that tells clients who you are, what you’ve done, and how you can benefit them. A domain name costs as low as $7.95 a year. A host for that site can be as low as $4.95 a month (or even lower if you pay annually). Design can be anything from a free template to a paid design professional’s work. It’s an investment in your business. And it’s tax-deductible, so do it.
I don’t have to put money into my business. This one kills me. If you’re a writer at any stage in your career, you need to invest in your business just like any other business owner would. Starting a new specialty or heading to a trade show? Create those marketing pieces and pay to have them printed. Or pay someone to design them for you. Spent thoughtfully, but don’t go cheap on your business. It will show.
What are some of the marketing myths you’ve heard of?
Any you’ve proven wrong?
11 responses to “5 Marketing Myths That Are Killing Your Writing Business”
Lori, sometimes I feel like you're looking directly at me with your posts!
I don't have a website primarily because I've looked into pricing it out, and every time, it's been way out of my budget. One referral said this guy would do it on the cheap, for about $10,000.
Nope!
And that's just not something I'd like to spend my time doing myself.
That said, I get it! When you're right, you're right.
Girl, I'm sending you a note with some suggestions. It does NOT cost that much if you stick to basics. 🙂
Note coming via Facebook…
Marketing Myth: You have to be everywhere for online visibility. Goes hand-in-hand with your point that you can actually survive without social media.
Quality time spent on one or two platforms beats a scatter-shot approach to being everywhere.
Gabrielle, start off with a basic WordPress site (self-hosted). It's user-friendly and the plugins are awesome! As you earn more, you can always find someone to customize it for a MUCH more reasonable rate than you were quoted.
These are all some doozies, Lori; but that last one is a big mistake I often see freelance writers making. Money spent taking certain classes, attending trade shows, printing quality business cards and other marketing collateral is an investment.
Not just that, Kimberly, but I've seen people running businesses who refuse to pay for design, marketing, even accounting. If you're looking to present a high-end image, you simply cannot skimp.
Cathy, AMEN. I am present on two forms of social media. I'm here-and-there on the others, but I'm not interested in spreading too thin. As you've pointed out, that's a big mistake.
Let's not forget, most investments in your business are also tax deductible – something we all love this time of year.
BTW – my website is officially in the works. Have the domain, just need designer sister to work her magic. Pro: She's a professional graphic designer, and is doing it for free. Con: she's doing it for free so it's her lowest priority.
That big snowstorm is due to hit us tomorrow, Lori. And when I was buying groceries an hour or so ago a guy who looked a lot like Jim Cantore was on his way out. Had to do a double take to make sure he is wasn't a Weather Channel logo on his jacket.
Speaking of snowstorms and The Weather Channel. I absolutely LOVE TWC (and just wrote a profile of Mike Bettes and his dog Joplyn), but Named snowstorms are stupid (Tracking 'Nemo,' Really?). And twice today I've turned on TWC for a storm update and their stupid reality shows are playing…with no scroll with storm watches and warnings.
Nemo — I know, Paula! I kept thinking "Just keep swimming, just keep swimming…" Wasn't exactly working for me. Unlike "Rocky" it just didn't strike fear…
Some great tips Lori.
I'd like to add a few suggestions if I may for those just starting out or on a budget.
Your Words on the Page website is on the blogger.com platform. It is entirely free to use and is relatively easy to set up. I was a big fan but have converted to the free WordPress platform only because it gives me more variety for layout, design etc.
There are other free ones available like weebly, wix, yola and webs. I have tried them all out at some point but still lean towards wordpress only because it's more creative and very user friendly. Just my personal preference.
Using the free sites to get a foot in the door web presence is great when starting out, however, I wouldn't advise using them for any extended periods of time because the contributor doesn't own the content and are at the mercy of the site owners. Should people want to use the free sites, I would advise making copies of any content just in case. I can't imagine losing all of my stuff as I'm trying to establish a myself. What a blunder that would be.
I know Lori is a big fan of L.O.I's so using this method, I sent some out to barter for things that I'll need to get going. To me it was win-win. I've been contacted by 2 graphic artists for my print material and logo (still on the fence about using a logo.) Bartering for services may seem old school but what a better way to build some credibility, get some clips and build your business.
The key to marketing isn't about how much to spend, but how to best utilize our creativity.
Cheers!
Michael, you're always welcome to add your own suggestions! Thank you.
I did start this on Blogger, and it remains here. I upgraded to my own URL (can't remember how much, but it was very cheap — maybe the price of a few Starbucks teas? And there are templates aplenty to choose from. Also, I have my main website on a Weebly template, and my risk management blog on WordPress. So I agree with everything you say. 🙂
Good post, Lori!
Not much else to say about web sites – besides you NEED one, and $10K??? With all the cheap or no-charge options out there, no one has an excuse anymore!
I'm one of those people who does virtually nothing on social media, and yet does just fine. No offense to those who think this, but it's just so silly. What do you think people did prior to, oh, 2005 or so, before any of the social media sites really existed?
Of course the answer is, the same things many (including me) do now, because they were effective then and they're still effective now, and I'd say, MORE so than social media.
Most marketing folks agree that social media is a more longer-term strategy by definition (since it's about building awareness of you and your business/brand over time, vs. more direct approaches like cold-calling, direct mail, email marketing, etc).
As for marketing not being about selling, I agree and disagree…;) I agree that it's not selling in the way many people THINK about selling (i.e., high-pressure, pushy), but I do say you ARE selling. But, to me, sales is about finding common ground between what you offer and what a client needs. And it there is no common ground, they're not a prospect.
Good discussion!
PB
Hey, Peter! Agreed, agreed, and hey, agreed!
There really is no reason not to have a site, even a rudimentary one. It costs me maybe $50 a year? Can't remember because the price is so darned low.
Agreed on the social media. It's one tool. It's not an entire marketing plan, though how many people have we seen who use it as just that? You make a great point –getting in touch in person is now much more noticeable than just tweeting or popping in front of someone on LinkedIn.
Marketing & selling: exactly. 🙂 The end goal in marketing is to sell, but I've seen so many people start out with the hard sell and forget completely the relationship. I'd much rather they not sell at all than do that! But you're right. It's a balanced approach to selling if it's done correctly.