The Marketing Mix | official blog of the Marketing Mentor community

This week: 5 calls and 3 good prospects

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.

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?

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

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:

1. 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?)

2. 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

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

1. 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.
2. 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!
3. 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...
4. 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:
5. 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

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.

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

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.

Growing Your Business with Marketing, Week 25: Marketing as behavior

This is Week 25 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 in-depth posts, additional links and other marketing-related goodness.

In hindsight, some years or months or weeks seem to take on themes, and this was one of those weeks.

I was a bit hobbled and fuzzy-headed from a cold, but it had cleared up enough by Friday afternoon for me to identify it: support. This week was all about support, both learning the difference it made for me personally, and realizing what a difference it would make if I applied some of the lessons to my own business in general and my marketing in particular.

It's funny, because behavior-as-marketing is a concept I talk about to clients one-on-one and to groups during presentations. (We have an interview with Jonathan Baskin, who literally wrote the book on brand as behavior, both yours and your customers', right here on the Marketing Mix.) I lean medium-hard on the idea before I launch into my new media marketing spiel because I've noticed that in the face of tools as glittery, new and (seemingly) free & easy as social media, we tend to dismiss things like follow-up, thoroughness, kindness and creating a feeling of safety as old fashioned or beside the point. Maybe they are, but I'll tell you, just like getting a heartfelt, handwritten thank you note in the mail—not to mention an unexpected gift—real support is rare and feels amazing.

To read about when and where I learned this week's lessons, join me at the Virgo Guide to Marketing.

Taking Inventory

Welcome to Week 24 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.

We received a comment from a reader who was enjoying the stories of our marketing adventures, but wanted to know—are we getting any results?  How are things different this year than last year?

Since it’s about halfway through the year, it’s a good time for a reality check. So, let’s take a look at some results I’ve experienced—and differences between then (last year at this time) and now (since Jan 09 when I started following the plan).

Guest Post: Avoiding the free advice trap

Colleen's note: I met guest blogger Donna Gordon via the Ask Liz Ryan group  on Yahoo. She is a shining example of how to use social media well—i.e. be brilliant and helpful, and people will come to you. She's also a smart cookie when it comes to business in general. As with her previous guest post on networking etiquette, Donna's tips on good consulting practices were so awesome, I asked if she'd elaborate for our readers on the blog. Here are the (fantastic! awesome! thorough!) results.

Okay all of you self employed and small business owners, you’ve got that hot prospect at the table, and you’d love to get the project.  Then comes the question, “What do you charge?”  Seems like a simple question, but one fraught with landmines.  At what point does a meeting to pick your brain for ideas turn into a paying assignment?  Are you seeing lots of tire-kickers these days?  Do initial meetings turn into non-paid consulting sessions?  If you’ve been in business for any length of time, you have wrestled with this problem.  

My ‘aha’ moment came after tracking every 15 minute block of ‘work time’ for almost 2 months.  I was astounded at how much non billable time was spent on prospecting, meetings, and other things that did not produce a check.  It was then that I had to re-assess my service offerings and the kind of clients I was pursuing.  Here is my list of best practices:

Growing Your Business with Marketing, Week 24: This one goes to eleven

This is Week 24 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 in-depth posts, additional links and other marketing-related goodness.

In addition to its cumulative positive effect on your business and cashflow, this week, I discovered another reason for doing your marketing chores regularly: you build up stamina!

For whatever reason, on top of a pretty crackling seven days preceding it, this past week was a whirlwind of activity that required heaping scoops of both energy and focus. Granted, the first day was devoted to, um, Disneyland, but believe me, while it was fun, it was a whole new level of exhausting (have you ever spent almost 13 hours with two tweens in the Happiest Place on Earth?).