My best ideas come from you. This week proves that to be true thanks to our own Wade Finnegan, who was wondering out loud how to figure out his niche or if he even wants one. He has one of the best lines of the month: “2012 will be the year this takes off, I just need to find a pair of wings.” Wade, this one is for you. And not to be too corny, but let’s hope this proves to be the wind beneath those newly minted wings.
So to Wade’s question, which was how to concentrate his marketing to reflect a niche. It could be you find out you don’t really want or need a niche. I know plenty of writers (myself included) who work in all types of areas and business concentrations. If that’s the case, maybe instead of reflecting a niche, you could be reflecting an overall plan of attack for your marketing. If so, skip these first two points and join back in on the third point.
Brainstorm. Write it down. Start with paper, pen, and this question: “What do I like to write about or what would I like to write about more?” No holding back. This is the fun part where anything goes. If you want to write true confessions, list it. If you want to write short stories and poetry, list it. If you want to write humor based on your family, more power to you. No judgments on yourself as you list, please. Just write and let yourself dream it up.
Read your list. Now that you have your list, go back over it. What sticks out? What was the first thing you wrote? Is it really the first thing you wanted to write, or did you hold back a little at first? Find that one thing on your list that really resonates. Got it? Let’s move on.
Brainstorm again. For those of you who are generalizing, this is the step where you can jump in. Where can you sell writing based on that niche or topic? What are the top markets in that area? For generalists, what markets are your Valhalla or holy grail markets? List those. Think outside the box a bit – what markets that may not be in that particular area will still accept that kind of topic or work? For example, you’re hoping to write more white papers for businesses in a particular field. However, nearly every business area could use a good case study or white paper. Where else could you sell those services?
Hone the list. Not everyone on the list will be right for what you’re offering. Some will be obvious choices, but those you’re not sure about require a little research. Spend time on their websites, particularly in the Newsroom and About Us sections. Could they use what you’re offering? If so, put them on your short list.
Plan your marketing. Now decide at least two ways to approach your newly located clients. While you’re planning, make sure you’re also planning follow-up communication. No way should these communications be of the one-and-done variety. These are your new contacts, part of your new process of marketing.
It’s not necessary to get more complicated than that. It is necessary, however, to be consistent in not just marketing, but in revisiting your plan to locate more client possibilities. This isn’t a process you should do once a year, but maybe once a month. Whatever fits into your schedule and your current work situation is best.
How do you concentrate your marketing?
4 responses to “Concentrated Marketing”
Does haphazardly count?
While I kicked off the year with a successful LOI, I've also automatically contacted several editors I know (some I've worked with, some I haven't). I pretty much said: Happy New Year! Could you please send me a copy of your 2012 editorial calendar?
I did that without thinking of it as marketing, but it is. I simply thought of it as keeping in touch. Next, I'll contact possible sources to see what they're working on that might fit some of the sections of these ed cals.
Back to white papers and case studies a moment. Who at a typical company would one contact about that type of work? PR? Marketing? Communications?
Good question Paula, I want to know that too.
Thank you Lori for taking on my plight. I really appreciate your help and all you do for fellow writers. My biggest realization from this is how you can take any niche and manipulate it into an income producer. It might not be exactly your passion, but there is some kind of off-shoot that has a writing need. I've been getting in my own way by not doing anything. There are lots of possibilities and they can be overwhelming, but you can't let that stop you. My next step is to lay out a marketing plan and start to execute.
Paula, all or any of the above. I'm talking with a client here in about 30 minutes and he's the head of marketing. He will probably want to talk about white papers. Depending on the size of the company, sometimes even the CEO will be involved in that discussion. Start with the media contact.
Wade, execute IT, right? If not, I'm ducking. LOL
You can do it. You always could. We get in our own way sometimes.
Yes, that's correct. 🙂 No ducking needed. lol