Yesterday was a bit of a fractured day. I had a doctor visit in the morning, then an interview in the afternoon with a bit of research scattered about. I managed to get out a few proposals to potential clients, and then off to get groceries.
The proposals were something I was pondering all weekend. I wanted a new way to approach these contacts I’d made at the conference – I’d sent them all follow-up correspondence and a few more serious ones got full portfolios. However, only two clients are talking about projects with me. The rest are still on the fence.
I decided it was time to get a little more concrete. Here’s my new plan:
Give them a reason to say yes. In each case, I did a little homework and, remembering each client’s business focus, I proposed a project. For example, one client was sent a link to an article that related to their business, and I proposed to write something similar for them as a thought piece.
Get specific. I want to show them what they’re wanting to see, so in a few cases, I asked the clients to let me know what types of projects they’re hoping to accomplish so that I can send them specific examples from my portfolio. Not everyone wants to see a white paper when all they want is website work.
Speak to their needs. I know one client has a terrific service, but can’t quite find the buyers. So I proposed something that would get word out and do so by using his name as the expert. Plus there are other ideas I’m waiting to pitch to him. We’re talking today.
Lead. In every case, I’ve pitched not my expertise, but their needs in relation to that expertise. I gave them the lead on projects and on ways we can make it happen. I know these projects will work for them. I’ve given them examples. It may be what’s required to get them to say yes.
How do you give clients a reason to say yes?
Specifics are so important.
I try to find a way to convince them that their lives are better with me in it — but not in an aggressive, arrogant way. I share my enthusiasm for what they do and how I feel it can benefit them.
Enthusiasm for what they do – that's perfect. 🙂
You hit the nail bang-on with the "not in an aggressive, arrogant way." Too many writers do try to push hard instead of being enthusiastic and helping them find what they want.
These are even more examples of what makes Lori a marketing pro.
In my line I can offer sidebars and photos, but sometimes it helps to point out my access to sources that would be hard for the editor to track down.
Lori, what's your definition of a thought piece? I think I know what it means, but am not entirely sure.
Paula, a thought piece is an article on a specific issue that shows the expertise of the author. Most often they show the author's own view or solution, or they present a new way of thinking or responding to some particular issue. That's how I see them.
well darn, I hit the wrong button… Lori you're so right. The only reason they hire us is because the believe we can solve their problem… which means I've got to get in their shoes a bit.
I do that a lot, Anne. The hitting-the-wrong-button thing. 🙂
Getting in their shoes – good way to put it.