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Good day yesterday. I finished a client newsletter, scored another project with them, and got feelers out to seven new client prospects. There’s a big show coming up – in six months. Now is the time to plan the communications pieces, people. Well, I said it a little differently, but that’s the idea.
That was my marketing. For those who aren’t used to marketing – perhaps you’ve been working in a farm situation – just know that marketing isn’t all that.
It’s contacting people. You do that now, don’t you? No? Then you bought an iPhone for no reason. Communicating with someone who may buy something from you = marketing. Not that hard.
It doesn’t have to be complicated. I spent yesterday sending out letters of introduction along with links to online samples. Today I’ll be sending magazine query letters. Tomorrow I intend to cruise the LinkedIn forums and connect with potential clients (not sell to them – connect to them). When you look at it for what it is – getting in touch and staying in touch – it’s pretty simple.
It doesn’t have to take a ton of time. I spent maybe an hour on those seven LOIs. That’s because these were brand-new client contacts and I wanted to look on their websites, find the right contact, make the note personal, and get the samples just so. It was a little easier because they were all in the same industry, so I didn’t have to tailor my “experience” section all that much. The magazine queries are easier – I have the ideas, know which experts will fit, and know which magazine would usually print each story. Fifteen minutes per. At first, it is a little harder because you’re new to it all, but once you build up contacts and sales, you’ll know how to please your editors.
It doesn’t have to lead to a sale every time. In fact, most of it won’t. What the goal really should be, in my opinion, is to create a contact, a connection, and yes, even a professional friendship with someone new. You’re meeting a new person. If you see it in that perspective, you’ll lose the fear of saying hello.
What did your first attempts at marketing look like? How have your marketing methods changed since then?
9 responses to “Why Marketing Isn’t All That”
Sometimes the courtship process is part of the fun. Talking to the new contact, getting to know each other. The challenge of thinking on your feet, truly LISTENING to the potential client, COMPREHENDING what's being said, and then changing your spiel to reflect that and entice them some more can be a lot of fun.
Without strong listening and comprehension skills, all the marketing materials you shoot out won't make much difference.
Well, my first attempts at marketing were back in 1999, so it was time consuming and expensive: hard copies and large manila envelopes for samples. And stamps, for goodness' sake. I sometimes feel guilty about how easy it is now.
Your final point is really important: You can't pressure someone into buying…and you can only ask for the sale when it's appropriate, not sooner. Moreover, the more relationships you have, the better–it's quite possible one of your new professional friends will sell your services on your behalf.
I know the word "farming" has taken on a bad connotation because of the mills, but it's still useful as an analogy for how you need to cultivate in advance of harvest.
I'm definitely still learning the ropes of marketing. I try to keep my contacts somewhat local so I can talk face-to-face easily. I actually keep a list in the car and look for new businesses that spring up or places where there's a high concentration.
I've always been a people person and I love to talk, so making connections comes naturally. I've effectively used queries and LOIs, but haven't tried an "event" like you recently did. I'm not sure what type of convention or gathering to look for. Maybe, this could be a blog post Lori. I also want to try some cold calling for commercial clients. Writing for small magazines and papers is fun, but the money isn't that good. My marketing push needs to go to copy writing so I can make some money.
My first attempt at marketing was in high school. I sent a query to a music magazine written by and for students. Laughable, really, especially since I wanted to review something but eschewed pop music of the day in favor of classics like Billie Holiday, Janis Joplin, and Nat King Cole.
I guess they've improved a bit since then.
My first attempt at marketing sucked. I read previous issues of the magazines I wanted to write for, but didn't communicate my article pitches in a way that caught editors' attention. So they either ignored me or said No. Once I started putting effort into understanding each publication and the readers' needs, I started scoring assignments. But it took me months to get to that stage.
I have a vague memory of doing some sort of mass mailing… 20 letters or so by snail mail??? Not sure to who and I doubt I ever did it again.
My websites work pretty well for me and I've gotten good at talking with potential clients to see if we're a fit and if I can do what they need done.
That's the part I like too, Devon. 🙂
Jake, I remember those days, too. My first query was in 1988. It was typed on a typewriter (manual, no less), and mailed. Actually mailed. I had to go to the library to look up the information for the magazine.
Good analogy on the farmers. We're all farmers in a sense, aren't we?
Amelia, that's a great system! I like your approach. Meet-and-greet is such a super way to make a lasting impression. Good for you!
Wade, I'll take you up on the challenge. That could be a blog post! I'll see what I can do. No doubt you're doing it right, too. Where up the food chain are you aiming?
Paula, too bad the students were short-sighted. You could have written an article on the early influences on pop music.
Damaria, I think it takes us all a bit of time to learn it and to get comfortable with the process. Some of my early queries were pathetic! But I was determined, so I bought a book that showed how to write an effective query, and I practiced.
Anne, that comes with practice too, doesn't it? I remember those first conversations with potential clients. I was nervous as hell! But spending time at the magazine meant I had to interview at least three people per article, and I wrote about three articles each month. You get over that shyness quickly when deadlines loom.
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