The Marketing Mix | official blog of the Marketing Mentor community

Growing Your Business with Marketing, Week 28: Observing and refining systems

2009-07-13T04:15:00-07:00

Live in Chicago? Looking for help making the jump to freelance? Check out this July 17th workshop with Pam Slim on everything you need to know to flee your hateful day job. Chock-full of good stuff, including a bit by yours truly on how to brand yourself on a budget!

This is Week 28 of a 52-week project/experiment in DIY marketing. Armed with nothing but a copy of the 2009 Grow Your Business Marketing Plan + Calendar and my bare wits, I'm applying the skills you need to grow a business in real time, day by day, and reporting on them week by week. See my companion blog, A Virgo's Guide to Marketing, for some more in-depth posts, additional links and other marketing-related goodness.

Call me a pattern-seeking monkey, but all of a sudden there are signs everywhere pointing to the Put Systems in Place Method of Work-Life Enhancement.

Yes, there have likely been signs all along, like seeing how my friends and colleagues who worked methodically at something generally were wildly successful, whereas those of us who danced merrily from shiny object to fuzzy bunny did not; I even pitched in on a presentation with Ilise at last year's Creative Freelancer Conference about getting your marketing machine in place. You'd think I'd get it on a fundamental level.

Alas, the objects, they are shiny (and the bunnies are soooo fuzzy!). Maybe my old, creakity-ness had to set in to slow me down enough to appreciate the giant truth therein. Fortunately, my weekly accountability group is working wonders at helping me build good habit muscles (and to get things done without Getting Things Done), as has this weekly, public, blogging-out-loud of my shame.

Even taking on too much has been helpful, as it's pointed to the absolute finite quality of time where it intersects with energy. I totally just made that up, but the underlying truth is that days are only made up of so many hours and I am only blessed with a certain amount of energy. Once either is used up—bing! Muffins are done!

This week, via elaborate calendaring, some of which actually held, I managed to get my newsletter out, attend an actors' networking event (I could write up five posts on the learning I got from that one), post to my own blog four times, record the podcast, and follow up—via email, mostly—with three prospects. I've been tweaking my marketing language for stuff here and there, too, per the excellent advice in Naomi and Sonia's course (which you should totally take the next time they offer it) and I think it must be working, because I'm getting some stupendously qualified inquiries into my services, as well as more new clients.

But possibly the coolest thing I did was to start reading a certain book I'll most likely review for communicatrix on Tuesday—I think may help me to look at all my systems differently, and maybe get a handle on them, too. A new friend referred me to another book that deals with what's getting in the way of setting up (and following through with) your systems, so I'm going to check that out as well.

While I'm into this systems-tweaking mode, I'd love to hear of any hacks or tweaks or helpful guides you've found, especially ones you've already implemented and that have proven especially helpful in the way of wrangling multiple goals and projects. You can leave them in the comments section or email me with them, if you're feeling shy.

What I'm saying

2009-07-09T04:18:44-07:00

Welcome to Week 25 of my adventure of following the Start Up Version of the Grow Your Business Marketing Plan + Calendar. In my posts, I talk about my voyage down the road of self-employment as a virtual marketing assistant, my achievements and roadblocks along the way, and I include a weekly recap at the end.

Here are the basics of what I’m saying when I make “intro calls” -- maybe it will help you. It’s gotten more conversational over the past few weeks, but the more comfortable I feel with it the better:

Hi (Insert name of Super-Interested yet currently unknowing Prospect here),

My name is Deidre Rienzo. I write content for websites. I’d like to introduce myself -- do you have a second?

(super-interested prospect says yes, absolutely!)

I’m not sure if you ever need to refer your clients to a copywriter, but if you do, I can either work as a member of your team and you would mark up my prices, or I pay a referral fee to you for each page of copy that I write. Is this something you might need?

Usually they start talking, and I’ve been able to find out more about their needs and their company.

That’s it. It’s really that simple. There’s no need to stress yourself or come up with complicated explanations.

It might make you a little jittery in the beginning. In my first few attempts, I was really, really nervous. After that, it’s been so much better. I can see already how this is going to make a big difference.

If you’re hesitating, you can do it! And if you’re calling, great job, you’ve got guts! Please do post and let me know how it’s going for you.

PS. A reader wanted to hear more about how I’m selecting targets to call. Well, so far I’ve been finding them on Google and Yahoo searches for “NJ web designer” and other related search terms. You can usually find the name of the “principal” or “owner” on the website. When I can’t find a name, I sometimes just call anyway. I’m sure there are more sophisticated ways to find prospects, but this way is working so far.

Week 27 Recap: I’m quite busy this week with work, but I'm following up with all the people I've cold called so far. Tomorrow, I’m going to start creating a new website for copy writing. I want to get that up and running before embarking on my other to-do, getting my newsletter started.

Is this spec work?

2009-07-08T02:03:00-07:00

There is a fuzzy line between doing spec work (work on speculation without being paid) and sharing your ideas, especially in the design industry.

In a recent Sound Advice (my free weekly audio clip), I told a story about how Jonathan Cleveland of Cleveland Design was awarded a project (over 15 other firms) in an industry in which he had no experience (and they all did) by submitting a few "comps" or design ideas along with his RFP (proposal).

Several listeners questioned his strategy, calling it "spec work" which is a big no-no. So I went back to Jonathan for clarification of the difference between doing spec work and sharing his ideas as a way to get the job, in a difficult economy, no less.

In essence, he said the difference was 1) it was not expected or required to submit design ideas (it was up to him to offer it as a bonus) PLUS 2) he called them first to find out what they were looking for, so he had more knowledge about the client's needs than the others who simply hadn't asked for that info and could therefore submit ideas that were relevant to their needs.

You can listen to him explain that distinction in detail....and please post your comments and tell us what you think of that fuzzy line we're drawing in the sand.

P.S. If you're wondering whether the client used the initial design, Jonathan says, "Yes, they can’t wait to use this design! We are starting all the projects now. So not only did it get us the account, but we are still getting paid for the “Design” fee portion of our Proposal. So in essence, it paid for itself."

Growing Your Business with Marketing, Week 27: Accountability, flexibility and room

2009-07-06T04:55:00-07:00

Hey, Chicago people! I'll be in the 'hood Friday, July 17 giving a workshop with Pam Slim on everything you need to know to flee your hateful day job. If previous meetups with me & Pam are any indication, it will ROCK. Sign up now, and I'll see you then!

This is Week 27 of a 52-week project/experiment in DIY marketing. Armed with nothing but a copy of the 2009 Grow Your Business Marketing Plan + Calendar and my bare wits, I'm applying the skills you need to grow a business in real time, day by day, and reporting on them week by week. See my companion blog, A Virgo's Guide to Marketing, for some more in-depth posts, additional links and other marketing-related goodness.

Well, the second half of 2009 already feels different than the first half, and it's only been a week.

Small joke, but really, there's more than a little truth to it.

For starters, if I was Q1/Q2 me, I'd be hyperventilating over all the things I did not get done thus far, as it would mean that:

I am a failure
I have a DOUBLE crap-ton left to do if I want to accomplish the goals I established for myself at the beginning of the year

Strangely, I neither feel like a failure nor am I fretting over the prospect of all I have to do if—and I do mean "if"—I want to meet the goals I set for myself at the beginning of the year. Instead, I'm pretty pleased that not only have I downshifted a bit, but that I've reordered my priorities and even bumped a few up to the head of the list that weren't on it at the start of the year. Like taking a full day off once per weekend and attending to uprooting and examining some crusty, old habits rather than spending that slice of time dreaming up new ones.

And what's really amazing is that in one week of focusing on this one-two punch, I've already made some significant progress not only on these crusty, old issues, but I've dreamed up a slew of ideas for re-focusing my business and for creating some stuff I can actually sell for cash money.

In short, if you're a Type-A who questions the ROI on downtime, I'm here to tell you, it's significant.

To read the nitty-gritty details on this week's adventures, scoot over to the Virgo Guide to Marketing (or hey, wait for that fabulous podcast!)

This week: 5 calls and 3 good prospects

2009-07-02T04:36:58-07:00

Last week I posted about the cold calls I made. I got a few prospects on the phone but also left one message. I almost forgot to send a follow up email, but then I did. The email said pretty much the same thing I said on the voice message. The prospect wrote back right away saying she was “definitely interested” but on vacation and to “please send more info.”

I was surprised. And, I definitely won’t forget to send those follow up emails!

I wasn’t really in the mood to call people today. But anyone who knows Ilise knows she says "it doesn’t matter if you’re in the mood or not" -- so I put a smile on my face and got started. And like all the other times, I felt happier and more “in the mood” after I got going.

Out of today’s 5 calls, I got 3 design company owners in person -- all of whom were interested in receiving more information about my website copywriting services.

Here’s a recap of the 3 people I spoke to:

1. Said I called at “just the right time.” He dove right into a few projects he might need some help with. We even talked prices. Nothing definite yet, but certainly promising! Way more so than if I hadn’t picked up the phone.

2. I felt like she was in a rush, but after I introduced myself she started talking. She works with one copywriter but would love to give her clients a choice of who they want to work with. She said it would be great if I could send some examples and rates she could send to her clients. I think when people can tell you're a nice person, they become immediately more willing to send you business. So don't be afraid to let your super (genuine) niceness shine through.

3. His business is fairly new, and though he’s never needed these services before, he expects to as business picks up. And guess what, when he does, I’ll be the “first person” he calls.

Everyone said “thank you for calling” and it really seemed like they meant it.

If you’re not calling, go for it. People might actually need your help -- they just need YOU to let them know you’re out there.

PS. Next week, I’ll tell you exactly what I’m saying to my prospects.

Week 26 Recap: It’s funny… now that I’m getting all of these prospects in my pipeline, it seems only natural that I would create a system to keep in touch with them. Coincidentally, this month it’s time for us beginners to start creating an email newsletter! But at the same time I am realizing the increased need to create an actual website devoted to this new website copywriting business. Can I do both? I’m pondering. No promises yet… we’ll see how this week goes. Let me know how you're marketing is coming along!

How often should you call?

2009-07-01T07:39:24-07:00

Last night, I gave a talk for NJ Creatives and was waxing poetic about the dreaded cold calling, specifically about how prospects don't call you back (and why you shouldn't expect them to) but that that doesn't mean you should stop calling.

Someone asked how often to call and, as if on cue, Steve Guberman from Fifth Room Creative raised his hand and told us all an incredible story about how he called an organization he wanted to work with every week for a year, often leaving a quick joke on his prospect's voice mail -- he did that every week for a year!

During that year, he had a couple conversations with the prospect. Otherwise, the calls weren't returned, but the prospect never said to stop calling. So he didn't.

One day, after a year, the prospect called with a project and then another and another and that client was eventually worth $100K in business.

What if Steve had taken the silence for lack of interest and given up? He'd have missed that $100K, right? Can you learn from Steve's experience?

Any more success stories out there we can use to inspire people to get over the dread? Because, as one client wrote to me last week, "the dread is worse than the doing." So true....

Reaching out for high tech advice

2009-06-30T05:48:19-07:00

Wendy Meyeroff from WM Medical Communications, Inc. was sparked by one of my recent blog posts to ask a few questions. She's a print writer with lots of experience who also writes web content. She claims she's not a "techie," and says she only first heard the terms SEO and keywords in the beginning of this year. She's wondering about two things:

I could spend a fortune signing up for classes and investing in books, and also spend hours reading. But I'm a hands-on type of person. If I had a tutor, maybe a more techno-savvy "partner" I could probably figure out Google rankings and Twitter (totally confuses me) in a few hours. Trying to do it alone, I'm just thoroughly confused. Does anyone know a place where I could barter: the techie who'd train me in exchange for some really nifty articles they could backlink to enhance their visibility? (Or maybe something else?)
I started a blog in Blogger, but stopped 'cause someone told me any ads I might glean would enrich Google, not me. In another place they said you must use Wordpress...but they added you need a techie to help you get started or it would take forever. It looks like you're using Typepad. I just wanted to ask your attendees to give me an opinion. Which one is worth either the money or time to invest in? (Again, maybe I could set up a bartering arrangement.)

Any ideas or advice we can share?

Growing Your Business with Marketing, Week 26: The view from halfway

2009-06-29T04:46:00-07:00

This is Week 26 of a 52-week project/experiment in DIY marketing. Armed with nothing but a copy of the 2009 Grow Your Business Marketing Plan + Calendar and my bare wits, I'm applying the skills you need to grow a business in real time, day by day, and reporting on them week by week. See my companion blog, A Virgo's Guide to Marketing, for some more in-depth posts, additional links and other marketing-related goodness.

Crikey! Has it really been six months?! It seems like just yesterday that little Junior cut his first tooth.

Ah, well. I was feeling a bout of reflection coming on, so really, it's perfect timing. (And I hear tell there will be a non-dated version of the Calendar coming out soonish, so maybe this will also be helpful if you're just getting started.)

What I've learned about marketing by doing it every day

It adds up. Doing a little here and there may not seem like much as you're doing it. (Or it may seem like a lot—YMMV!) But halfway through the year, I realized I've met a big personal-marketing goal of mine in increasing blog readership. To wit, I've doubled in six months what it took me four years to build in the first place. I credit a number of things: writing daily posts, responding regularly in comments, commenting on other blogs, staying active in social media. (And it didn't hurt that Facebook exploded this year.) I also increased my newsletter list by 50% in six months, while maintaining open rates and click-throughs. This may be a function of critical mass, but I think it's at least in part owing to working my butt off to continually improve the two things I care the most about, output-wise.
Pace yourself. Part of the reason I think I crashed so hard three months in is because I worked myself too hard out of the gate. A few people commented to that effect when I confessed how sick I got, and even said they were somewhat relieved to hear I was, in fact, human. I'm still not sure about that, but I've realized that having down time and a life are both important. Remember: blank weekend spaces on the calendar are there for a reason!
Accountability helps. A lot! There were weeks I'm certain I would have blown off everything but for the shame of having to admit it out loud here. And I never would have even tried cold calling—no way! Of course, I'm still not as good at it as Deidre, but that's for a couple of good reasons. Namely...
Practice makes perfect. Okay, not perfect, but better. It's a muscle, and working it makes you stronger. It also takes away some of the sting and fear. When you don't die enough times in a row, you start to trust that you'll be okay with whatever it is you're afraid of. Most of us don't look forward to cold calling at first, but eventually, you can become like Ilise and Peleg (and maybe Deidre!) who actually look forward to the game of it. I don't yet, and there's another reason as well:
All of this assumes you like what you're doing the marketing about. Last week, I confessed to some ambivalence. I'm glad I did (accountability!) because it made me reflect on it more this week. I'm still not 100% sure that I'm either the be-all, end-all of communications consulting (and if I am, I had better find a different way to describe it) or if I'm just meant to write, period (and if I am, I'd better clear even more time to do some "real"—i.e., offline—writing as well). But I'm committed to putting my consulting practice front and center, and seeing where it leads me. I really, really enjoy teaching people what I know, and both consulting and writing (and speaking, too) let me do that.

My goals were very different from Deidre's and probably from yours, if you're a normal business owner. Ilise and I talked very specifically toward the end of 2008 about my desire to focus on increasing my readership. This has translated to more client work, too, but I'm aware that any growth there is a gift, as I wasn't putting my all into marketing my services.

Thanks for keeping me honest so far; I hope you'll stick with me as I move forward.

And hey! Did you know I have a blog and a newsletter you can subscribe to? :-)

Warm receptions from cold calls

2009-06-25T03:04:53-07:00

Of the 4 calls I made today, I spoke to 3 people in person. Yes, they were cold calls, but I got some very warm receptions.

First of all, this cold calling thing is definitely not as bad as I thought. (Anyone agree?) The less I sound like a robot, and the more I let my personality come through, the better it seems to go.

It’s getting easier. And I hung up from each call with a giant, proud of myself smile on my face. All three web designers I spoke to today were incredibly friendly. Here's a recap of the calls:

Call 1. I had a fantastic conversation. She usually works with one copywriter but sometimes gets busy, and if my rates and samples are good she’d be happy to get me involved. We got into our backgrounds, our feelings on self-employment, and had a few laughs as well. She thanked me, genuinely, for calling her!

Call 2. I had another fantastic conversation. This guy was ready for me! He asked all sorts of questions about my background, almost as if he had a qualifying sheet in front of him. I happily answered his questions and he said he’d be glad to look at some examples of my work and get me into the rotation.

Call 3. I had yet another fantastic conversation! Only this one I won’t be sending my samples to. He said he already has a network of copywriters from an organization he belongs to: njcreatives.org. He told me it’s a great organization, there’s a meeting coming up, and I should consider attending. So I looked on their website, and guess, JUST GUESS which event he’s talking about? The one on June 30th in Wayne, NJ where our very own Ilise Benun will be speaking! SMALL WORLD!

Week 25 Recap: I’m making cold calls, and it’s getting easier. I’m actually enjoying it. I’m networking on Biznik (connect with me?) and continuing to research new prospects. How are you doing? Anyone have cold calling, networking, or marketing success stories to share?

Back to the future

2009-06-23T04:21:57-07:00

Here's a note I got recently from Jean Feingold, a writer, who has been following along with my weekly audio tips, Sound Advice. And be sure to read to the end for her "happy ending."

Confession time - I signed up for your marketing plan and have done almost nothing you've recommended. I have listened to most of the short messages and enjoyed them. If nothing else, you are an inspiration.

But let me tell you what I am doing that may be of help to other long time freelancers. It's what I call looking to the past for future work.

Over the years, I've had clients come and go. Some I dumped because they were not worth keeping; others happily disappeared just as I was about to say goodbye to them. But others have left for reasons completely unrelated to my work, perhaps a change in jobs or other life circumstances on their part, or a change in their publications that removed the need for freelance writers. These were folks I always enjoyed working with and missed when they went away. I have long made it a habit to say "hi" every few months by e-mail to editors I haven't heard from in a while and to offer them my services. Sometimes this has gotten me work.

Today I spent some time going through old records and cleaning out unneeded paper. This reacquainted me with people I had written for or about several years ago and had lost touch with. I made a list of their names and started searching for them online to see if they had new e-mail addresses or affiliations. One I found is now associated with a writing and PR service, so I wrote to see if they might have some overflow work. When she wrote back, I learned this website represents not a company of folks sitting in the same building but a group of freelancers all over the country! So maybe there will be some work here for me or with one of the others I have yet to contact.

The point is, good former clients and contacts are worth finding. If they liked your work once, they will either like it again or be willing to recommend you to someone who might. While I don't have any assignments yet from this latest effort, I've just started this e-mail program. I am optimistic it will produce the desired results.

-----

There's now more to the story - the happy ending. My former client with the PR and writing service has more work than she can handle and I will soon be working for the service as well. The content areas it covers are ones with which I am quite familiar, so the learning curve will be short.

What Ilise tells people about asking for work is right on. What's the worst they can say - "Sorry, there isn't any"? But maybe they will say "Not now, but later" (an answer I've gotten from other former clients), or "Yes, we need your help now." You'll never know if you don't ask.