Archive for the ‘Marketing’ Category
You’re at a networking event (or in the elevator, at a conference, etc.) and someone asks, “What do you do?” If you respond with the ubiquitous: I’m a writer (graphic designer, consultant, etc.) you may be selling yourself–and the potential connection–short. Try this Blurb Worksheet (PDF) from Marketing Mentor to create a more concise and captivating 10-Word Blurb. Anyone care to share their Blurbs?
Just watched this video with Jim Coudal of Coudal Partners. I find their business really interesting. Sort of a “by the seat of our pants” philosophy. Watch the three things that they use to decide if they’ll take on a new client.
Barbara Weltman talked about current business trends in one of her recent newsletters. I thought it was useful for those of us looking to target new or more lucrative industries. I think we’re all aware of the “green” trend, but I thought it was interesting to note that the pet industry is also booming (which isn’t surprising if you’ve spent any time in a PetSmart store!)
Truly, I would like to use the “R” word, but I’m trying to be an optimist. Adapting an entrepreneurial business in a down economy is challenging. You’ve got to get creative and stay positive, even while others around you may be faltering. Here are a few ideas: Marketing: It’s important to maintain client relationships without being too aggressive in your marketing efforts. One of my favorite marketing approaches is a simple postcard, mailed every other month or quarterly. Don’t get caught up in the big sale; instead, offer some tidbits of advice that remind your client base of your value. They’ll appreciate that you’re staying in touch, offering resources, and not pushing the sale extra hard. You’ll stay top-of-mind for a low price. (I recommend getting your postcards printed and assembled at Kinko’s or Staples. You can bring them your mailing labels and stamps and they’ll put it all together for you, saving you valuable time.) Proving your worth: This is the kind of climate in which clients most want to understand your worth. You’re likely competing with at least one other service provider, so you need to prepare yourself. Research market prices to ensure you’re competitive. Gather testimonials from past clients to post on your web site, use in your marketing materials, even include in your email signature if possible. Now’s the time to polish your resume, get your clips together, freshen up your sample books…generally get your act together so you can present the full package any time you have the opportunity. Networking: You’ve got to keep those non-client relationships strong, so networking is key. If your budget’s tight, you may be considering letting some memberships lapse…but don’t! Association memberships are comparably low-cost when you consider the networking possibilities. Use your LinkedIn connections to make new contacts, and participate in online communities and list-servs. You never know when a contact will refer you to a new client. Spirit: It may be tough to keep yours strong when you’re frustrated with a business slump. This is a great time to get in touch with old contacts that you’ve let slide, and to rekindle friendships that can offer support. Stay active with organizations and find new ways to hang out with business contacts - attend events together, take a class with a group, join up at a coffee house every week for communal work times - anything you can do to surround yourself with other creative, entrepreneurial folks. These are just a few suggestions that have helped me stay strong through the years. I would love to hear more of your tips so join the conversation!
You may want to consider this update I received from colleague and Kyle Shannon mystery series author, Linda Mickey. An excerpt: “Happy Spring. There is some big news in the publishing world that has a direct impact on me and thousands of other writers. Amazon announced that unless certain publishing companies (mine included) use Amazon’s printing company, Amazon will not sell the book. An article in Business Week points out that Amazon’s real goal is to print ALL the books it sells on a print-to-order basis. Why? Because warehousing is costly. If Amazon switches to a print-on-demand business model, it will save millions of dollars. It’s a smart business move on their part and they have the marketplace muscle to pull it off. There’s only one problem. Amazon’s print company, Booksurge, is not a good printer. iUniverse (my publisher) and others switched to Booksurge’s competitor because of quality issues. The Internet is full of complaints about Booksurge’s quality. (Some copies of my first book, Greased Wheels, had green pages that matched the cover.) Why am I telling you all this? Because I want to assure you that my books are available at www.bn.com and www.powells.com and many other book selling sites. If they order from Amazon, I cannot guarantee the books will ever ship. Barnes and Noble also has a $25 free shipping program. As always, thank you for your support. Keep reading!”
The Trib featured ideaxchanger Jackie Sloane this month discussing the benefits of virtual networking. If you would like to learn more about e-networking and e-marketing, come to my presentation tonight. Hosted by Independent Writers of Chicago, I’ll be highlighting the work of several ideaXchangers in a discussion titled “Writing for the Web: How to Find, Get, and Do Your Next Writing Gig Online.” On Thursday, mix your virtual and physical networking at the mediabistro.com Chicago party for creative, content, media, and publishing pros at D4 Irish Pub & Cafe, just in time for the holiday. My cohosts and I enjoy getting to know your professional endeavors and introducing you to people with similar goals. Hope to see you at one or both events!
Fitting in with Jenni’s theme of the week, I’ve got a brainteaser for all of you. As independents, we’ve done all sorts of things to market ourselves. There’s the expensive, the cheap, the cutting-edge, the traditional. If there’s a potential for new leads and enhanced business image, we’ve probably done it. So what’s the single best marketing effort you’ve ever made? If someone were just starting out, or starting over, what would you recommend as a useful method to market your independent writing/design/consulting business? What did you do, and what did it do for you? P.S. If you haven’t already, check out my blog. Writers will find tips and thoughts on marketing, publishing, and day-to-day freelancing; independent creatives and other readers will find some fun columns to spark that creativity and keep it fresh. Enjoy.
I found this article, Recession Spending: Ad Cutbacks Don’t Always Make Sense (byAndy Marken, President, Marken Communications) in one of the b2b advertising e-newsletters, and only after I read it, did I notice that it was written back in 2003. Despite the fact that online advertising plays such a big role in marketing budgets today, the basic info in this article is still sound. If you stop advertising when the economy gets tough, you’ll have an even harder time when the recovery comes. The trick is to market a little differently, not to stop.
I have to share something really cool. I’m filing it under Marketing cause it is and Creativity cause it’s that to. But it’s really smart WOM cause that’s the result. An email in my inbox called to me “open this” (no, that wasn’t the subj line). It did say something about Sale though. So I did a little online sale shopping and after my purchase was completed (and I might add, without any glitches in navigating, etc.), I got an order confirmation that said (in a funky script font in red), “Thank you! now go back to work!” Cute, clever, kinda “gotcha”… and best of all, I wanted to tell everyone. And that’s the difference between ho-hum and smart marketing! Lucky I have such a great boss so I can shop during work hours. |
Using third-party environmental certifications (such as the recycled symbol and