Taking my own advice yesterday, I contacted an existing client. Very simple communication – I asked how he was and if he had any need for my help. Those few words scored me two upcoming projects. Amen. Going into the summer months, I’m happy to be bolstering the income potential.
As I read through the comments, I realized there are some things you do that I just can’t bring myself to do. I’ve sent out brochures and postcards. Those netted one call in three years – and no work. I stopped doing that a while ago mainly because I’m not a fan of the follow-up call. I’ve done it, but I don’t like it.
That doesn’t mean I fail as a writer. It means, very simply, that calls aren’t my forte. What I love doing is building an online and virtual presence. It’s been a great way to meet new clients and secure new work. It’s also been a great way to get referrals from other writers who now know me and trust me.
Another thing I love doing – emailing. I give good email. To me, a quick note is easy and often results in work. Even if it’s a potential client, I feel more comfortable sending an email than getting on the phone.
What are your favorite ways to network/market? Do they work? There’s the question – what may be your favorite way may not be the one that best suits you. Have you found that to be true?
17 responses to “Favorites and Sure Things”
I don't cold call. I do send out brochures. And then, every 3 months, I send out postcards. The F/u "hey, how are you, need a writer?" postcards generate far more work than the initial mailing.
And I research companies/organizations that interest me and send them a proposal to convince them why they can't live without me.
That's a step a lot of writers miss, Devon – researching the companies. How do you know you WANT to write for someone unless you look inside their doors a little? Great point.
…but what's the best way to get these clients? This is where I am–just trying to build up a client base. I hear mixed things from freelancers, so I'm not sure what would even work for me at this point.
I have one paying corporate client that came about through a profile I'd written on the company for a magazine. I can count on a referral, but for those of us starting out, what are some effective marketing methods? I'd love any insight anyone is willing to share. I read so much about clients, clients, clients, reach out to existing clients, but I think it's easy to forget that there are scads of us out there still trying to get clients. Love your blog, Lori! 🙂 I would really appreciate any advice on this one.
Sara, I'm a huge fan of targeted direct mail. And I start where Devon starts, by researching companies I'd like to work with. Here's what I do:
1) build my own mailing list of companies I'd like to work with. The proper contact name is essential, and may require some digging (research on Linked In, phone calls to the company, whatever). Yes, it's time consuming. Yes, it's worth it.
2) Mail to the list, not offering my services, but rather offering a special report in something they'd be interested in. I also enclose a "lumpy" item that ties into a catchy headline so they'll be intrigued enough to open the envelope. I use a 6 X 9 padded mailer. Out of 100 people on my list, about 12 to 20 will request the free report. At the same time, one will immediately engage my services. At some point, perhaps 3 of those other 12-20 people will also contact me about work.
3) Mail to the list a second time, with the identical offer or a postcard that recaps the offer. That shakes a little more fruit from the tree.
The key here is in very precisely targeting your audience, and offering them something very specific. A general "I can write about anything" just doesn't generate the same response. If you click on my name above, it will take you to my home page and you can see an example of the report I offer. I probably should offer something new – this one is 2+ years old – but I'm swamped with business.
I started my business with direct mail, and it has served me well over the years. I last did a direct mail campaign in 2008, and it brought in, conservative estimate, over $30K worth of business. I had other ways of capturing business, such as referrals, but if I hadn't had referrals that yielded more revenue, I would have continued with the direct mail campaigns to bring in the business.
Thank you so much, Eileen! I'll be checking out your website for sure. It seems like direct mail is a good first step, but many local freelancers I know don't do any marketing and have scads of work, so I've been a little torn as to what methods to try. I appreciate the insight! 🙂
Hey Sara, I'm in the same boat you are–just starting out and trying to get clients. I've been looking for other newbie freelancers to compare experiences with, and would love to chat with you further. Please feel free to shoot me an e-mail, or you can also get in touch by leaving a comment on my blog. Look forward to chatting with you!
Lori, I recently took the same approach: I realized I was in for a slow period if I didn't do something, so I sent a few clients "How are you doing? I'm available" type emails. It resulted in a pretty major project from one longtime client, which I start today. Reminding them that you exist and are available for work really does help!
Sara and Caroline, sometimes the best marketing is word of mouth. Try attending local events – Chamber of Commerce meetings, local political meetings, anything that gets you in front of local decision makers and business owners.
Also, connect with folks on Twitter, Facebook, or LinkedIn. Much of my new work has come from people whom I've met in these places.
It's true – starting out is tough. None of us had it easy, if that helps to know. But try writing for the local newspaper, regional magazines, etc. It's where I started. Once your name is circulating in the community, you will find it a little easier to attract new clients.
Eileen, I'm dying to know what that lumpy thing is in your envelope. 😉
Katharine, congrats! Feels good, huh?
lol, I did almost the same thing, except it was a prospective client… turned out he was going to be gone two weeks instead of one… I was a week early… we laughed.
If you can both laugh about it, Anne, you've made a new friend. 🙂
Sara & Caroline,
Congratulations on starting your new business. I'd like to suggest a couple of great resources for newbie freelance writers.
1. The Wealthy Freelancer
This is a great new book from Steve Slaunwhite, Pete Savage, and Ed Gandia. I just started reading it; they've given tons of great information on starting your business, getting those first clients, etc., etc. Great info on direct mailings and email marketing. If you visit their website, http://thewealthyfreelancer.com/
you can download the first three chapters of their book free.
2. Also highly recommend Peter Bowerman's book and website, The Well-Fed Writer. Peter built his business through cold-calling. If you are interested int his method, he will sure put you on the right track. He even includes some great phone scripts. Visit him at http://www.wellfedwriter.com.
3. OK, I know I said two recommendations, but here's a third for free! 🙂 If you are interested in marketing via social media (e.g. facebook, twitter, linkedin), check out The Social Media Examiner (www.socialmediaexaminer.com)from Michael Stelzner–Great site; great info!
Hope this helps…
Lisa
Lisa, thank you for the resource suggestions. I will definitely check those out.
Lori, I've already joined the local Chamber and have begun writing for the local biz journal. They're great tools, but I'm currently trying to work on narrowing my target audience, rather than throwing business cards at anyone and everyone at Chamber events (which is basically what I've been doing, and hasn't been very effective). Thanks for your input!
Sara, great talking with you earlier!
And BTW, what is the lumpy thing in Eileen's envelope?
I'm interested in the nature of Eileen's envelope lumps as well…
I've been thinking about getting some of those personalized M&Ms to include in my mailings, but I have a question. I know M&Ms are supposed to melt in your mouth–not in your hand, but does anyone know what they do in an envelope?
I have a stack of postcards that I had printed a few years ago… never used. I just can't do cold call connections — not even by mail. Networking through social media and people I already know is the best way to find opportunities.
Regarding M&M's – send some to yourself … in the summer … in a dark envelope. Then you'll know.
Regarding my lumpy item, I keep it a closely guarded secret. But here were my criteria. 1) It had to be different enough to stand out from what everyone else was sending as lumpy items. That meant no imprinted pens, notepads, desk items, etc. 2) It had to not look cheap or junky, like so many do. I mean, you can tell they only cost 79 cents. I spent $3 per item. 3) I had to be able to customize it with my contact info. 4) Most important, it had to be something they would keep around on or in their desk at work. So I chose something FUN. Something they would actually play with. A lot. The concept also tied in with my headline. So, to duplicate the idea, you don't have to know what my lumpy item is … you just come up with something that fits those criteria.
Great post. It inspired me to reach out to some former clients and not be so shy about it. I too feel I shine best in email marketing and avoid cold-calling like the plague – and so far it's worked for me.
Sara and Caroline, I have found that work comes from the most unexpected places when I just put myself out there. Sometimes just getting active in your local creative community helps you develop a higher profile. Last year I bought a huge "Best of" local businesses magazine to make sure I was targeting solid companies with good reputations. I plan on doing it again this year.