What’s on the iPod: Hypnotize by The White Stripes
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Yesterday was one of those days that started out with lots of free time on the schedule but ended up being an endless stream of interruptions. I had my day actually written down, but did I get any of it done? Well, yes. But not at the levels I’d scheduled. My marketing was diminished to three LOIs and one query. My marketing planning was just a few lines. Poems? I got the title down. I gave up and let the other problems just happen. Sometimes if you surrender to it, the stress is greatly reduced than trying to fight against the current.
As I worked on my marketing plan recently, I realized yet again just how much is attached to image. For instance, I have a website. I like it, but I’m thinking of switching out my logo. It was fine for years, but now I’m feeling the need for a change. Besides, I tried to tweak it myself and I sort of munged it up.
But why would I be thinking about my website? Because no matter how much time and effort I put into my written communication, a weak visual presence is going to sink it.
Take my business cards, for example. I wanted to reorder them because they’re nice. Alas, the company I’d ordered from has dropped all onsite templates, and they didn’t bother to tell me either directly or when I tried reordering. No contact beyond the automatic email. Thanks for nothing.
So I went to a designer recommended by Chuck Buerki (hey, Chuck!). I gave the guy a scanned copy of my current card. What he gave back to me wasn’t the same.
It was better. So now I’m working that tweaked design into my brochure.
So why all the fuss about that image? Because it’s your brand. It tells people at a glance who you are and what you do. Consider how some of our more iconic images are recognizable by their branding — would you see those golden arches and think “Oh, that reminds me — I need to go to Staples”? Well, you would if your McDonald’s was next to a Staples, but otherwise I’m betting you’d know what company owned that brand.
It can work for writers, too. But do we get that? Most often, we don’t.
That begs the question: where are you presenting yourself, and what should you be focusing on?
Website. If you don’t have one, I’ll say it — shame on you. Get one today. Buy a domain, find a host, and fill in a template. If you do have a website, how does it look? Are you using tricks and gimmicks or are you concentrating on images and words that best frame you and your business? Don’t be shy — ask trusted friends for honest feedback. I had a friend tell me a few years ago that my website was dated. I’m glad she did. The result is the site I have now, which is worlds better than the one that was already seven years old. If you haven’t updated in three years, revisit the site and see where you can improve.
LinkedIn profile. Here’s where your self-marketing can really shine. How do you describe yourself to new clients in your LOIs or queries? That’s how you should be describing yourself on LinkedIn (and on your website). Don’t use the exact same language (clients do check more than one location), but do echo the same thoughts. For example, if you say “My background is in technology and I’ve written for Networked to the Teeth Magazine” make sure on the next point of contact you switch it up, “Having written regularly for Networked to the Teeth Magazine and Hot Button Technology’s review section, I have translated that expertise into supporting client communications via white papers, newsletters, etc.”
Facebook page. If you have one, update it for crying out loud! Don’t just build it and hope they show. Invite clients, potential clients, friends, etc. Keep it open to the public and make sure it reflects the same voice and tone that your website and LOI have.
Brochure. If you don’t have one, make one. Even if you don’t intend to send it to anyone, you should practice how to present yourself and your skills. Again, language is important, but now so is the imaging. Your “branding” or photos, graphics, and design, should be consistent. For instance, don’t have a website with a blue theme and serious photos of business people and settings, and then put orange and more fun pictures on your brochure. Decide on your image and present a united front.
How is your total image these days? Are your cards consistent with your website or your wording on your queries reflecting the same image on your LinkedIn page? Do you think that’s important?
8 responses to “Marketing and Your Image”
My brochure has become one of my strongest tools. This summer or fall, the website will undergo a major overhaul, but the new brochure is getting a lot of praise!
I'm about to overhaul mine, too. It's spring — time to clean house! 🙂
It's interesting to me that you and Devon are brochure fans. I did one back when I started, and it is a good exercise in assembling/organizing your thoughts. But I don't think I handed out more than a dozen of them. As with all things freelance, do whatever works for ya!
True enough, Jake. I use mine once a year mostly — at trade shows. Beyond that, not so much. I tend to send my portfolio via PowerPoint or just point clients to my website.
Wish you'd scanned a before and after of your card… design is fun, and it can eat up a tremendous amount of time. At least I've found in many ways I'd rather tweak the look/feel of my sites than do the actual daily marketing. One reason I love wordpress so much is it makes it fairly easy to make a massive change on a site.
(just an fyi… I always have to refresh your capcha to see one or the other of the words… sometimes twice)
Anne, I wish I knew how to fix that. It's a lousy widget, and I'm sorry to have to do it. But I was getting 100 or more spam messages a DAY. It's the only way short of asking people to register, which I hate.
That reminds me, I need to ask my sister how my website is coming along…. Since she's squeezing it in for free around her paying clients, I knew it would take a while. (Maybe it will be done before her big vacation in May…when I'll be watching her dogs for 2-1/2 weeks.)
Great post Lori. Outdated designs can do a lot to hurt your business. That's especially true on the Web where it's so easy to look out of touch.
Anne makes a great point in that things like WordPress make it easy to stay on top of these changes. It's so easy to install a better theme and there are countless designers out there who know the platform and can help improve existing ones. There's no good reason to have a site that looks stuck in the 90s, which is sadly how many writers' sites look. Because of that, those willing to take design seriously have a great opportunity to shine. (The same is true these days in things like book cover design.)
I recently picked a new theme from an amazing design team that I just finished customizing for a new site merger / re-branding. (Thanks for all the feedback on that Lori!) It takes some time. But it always pays off in the end. Websites. Business cards. Brochures. They're all opportunities to make a good first impression. Blow it, and we might not get another chance.