The Marketing Mix | official blog of the Marketing Mentor community

What do you use a newsletter for?

Oh, that pesky newsletter project.

Partly I've been procrastinating, but partly, this is just my style: I take however long I need to get something to "click" in my head, and then I go, baby. Sometimes, the front loading takes no time at all; other times—this time, for instance—the gestation period is positively elephantine.

While talking—okay...whining yesterday to Ilise about how maddeningly elusive this newsletter project is proving, she related an interesting anecdote. One of her clients summed up the point of a newsletter as 'something to help people know how your mind works.' Yes, the type of content I choose is important; I don't want to bore people (or worse, turn them away) with needless information. But hey, even if I give 'em my best stuff, they still might be bored, because it's not for them.

Talk about taking the pressure off!

Anyone else have any pithy words of wisdom before I finally hunker down to write that first issue this week?

Should you leave a message?

Very often, when you are reaching out to prospects who've never heard of you before and you make an initial round of phone calls, it's essential that you leave a message. Frankly, if you don't, it's a waste of time. You may think it's not worth leaving a message, but that only makes sense if you think that leaving a message is about getting a call back. Don't expect that. People rarely call back these days, which is fine.

What's realistic is to leave a message as your first volley, your initial introduction to a stranger. Don't even think about them calling back. Next, you follow up with an email message that says the exact same thing as your voice mail. They may respond to that, but probably not.

Next, you call again and by now your name is familiar and they've heard your voice (and they can tell how nice and pleasant you'd be to work with -- all from the sound of your voice) and you're starting to gain some real estate in their mind. You still may not get through and they still may not call back but, unbeknownst to you, you are starting to create an impression. And that's the first objective.

Make sense?

HOW I overcame my hangups

Last week, when Ilise wrote the post soliciting entries for HOW magazine's self promo issue this October, I pointedly looked the other way.

I write for two blogs! I have business cards! I hand them out at all the networking events I've started going to in the last year!

And then I thought about what Ilise and HOW were really asking for: people who overcame their hangups with self promotion. And I realized that, in fact, this is precisely what I've done.

Because a year ago, I wasn't writing for two blogs, didn't have business cards, and wasn't going to networking events. I had just signed on with Ilise as a mentee, whom I'd discovered from taking Peleg's Pricing & Marketing Workshop here in L.A., which I'd found out about through Spencer Cross and the designer's group kernspiracy—all of which were completely new territory to me. Prior to that, I'd gotten all my clients through word of mouth and—well, we all know how that goes.

Maybe you've all quietly submitted your names and self promotion hangups to Ilise via email, instead of leaving them in the comments. But if you didn't, either because you were, um, embarrassed about it (they are hangups, after all) or, like me, didn't realize you'd overcome anything, why not shout it out to the rooftops?

Or just leave it in the comments of this post, or Ilise's previous post. We all get ideas and inspiration from each other's forays into unknown territory. And you might get your story in print—what better way to celebrate a little shameless self promotion?

Don't close that door

One of the most fascinating aspects of the mentoring I do is figuring out what is buried underneath the comments and responses I get from my clients. As I ask questions to better understand what they mean, what I start to see very often is people closing doors to their future. Often a hidden belief that doesn't make a lot of sense lurks underneath a lot of the decisions they've already made. My job as the marketing mentor is to help keep as many doors open as possible.

For example, a designer told me that she couldn't attend the meetings of a local trade group chapter because a good friend of hers, also a designer, was already a member of that group. When we unpacked that idea, it turned out that she imagined that she couldn't tread on her friend's "territory." It reminded me of cowboy times; "This town's not big enough for the both of us." When I questioned her about it, she started to see that maybe that wasn't true, that maybe there was enough room there for 2 designers or that, at the very least, it was something she should discuss with her friend, rather than simply closing the door to a very appropriate trade group for her target market.

Another client, a copywriter who had talked about building her business into one where she could subcontract to other writers, told me she didn't think she could find other copywriters whose work was of a high enough quality who wouldn't be charging exorbitant fees. Based on a single experience, she'd decided that the support she needed wasn't out there and she would have to keep her business the size it is, to limit her business. I pointed out that just because one experience showed one thing didn't mean that would always be the case. She has no idea who she will meet and what they'd be willing to do, especially if she's getting the work for them. That door seems to be slightly more open at the moment.

How do you close your own doors? Can you tell when you're doing it?

Green Marketing

I've noticed something new: in the past few months when I ask clients to choose a market, several of them are choosing the "green" market. This means something different to each one (sometimes they want to focus on socially responsible businesses, sometimes on environmentally friendly ones and other variations) but it's a new market, as far as I can tell. And the jury is still out on whether or not it's a viable one.  In other words, will a solar panel manufacturer care that a copywriter or designer who approaches them specializes in "green" or "environmentally friendly" business?

What do you think?

Call for success stories

For their Self Promotion Issue this year, HOW magazine is looking for people who have overcome their "self promo hangups" -- all the fears that get in the way of actually getting out there to drum up new business. They're looking for success stories. So if you want some publicity, leave a comment now about which one(s) you've overcome and how you did it and we'll pass your name along to the writer.

• I've never worked for a big client.
• I live in the middle of nowhere.
• I don't have much money for marketing.
• I can't write worth a darn.
• I don't have time for self-promotion.
• I'm not organized.
• I'm new to the type of work I'm soliciting.
• I'm trying to strike out on my own, but I'm scared.

Thanks!

Newsletter overload, and how to circumvent it

In an article entitled "Inbox Feng Shui" on ClickZ yesterday, Karen Gedney outlines the woes of e-newsletter overload, an affliction I'm more than familiar with, and describes a recent pruning session that was accompanied by, if not heartache, a few twinges of guilt here and there.

She also noted a few newsletters she'd hung onto, most notably one by our own, beloved Ilise Benun, noting that excellent content in an easy-to-digest format made it easier to keep one on the short list—something I wrote about here a couple of weeks ago.

Anyone else have any newsletter dos/don'ts, pet peeves or wish lists they want to add?

How to bag a wild gamer

Good developers are hard to find—ask any designer who partners with a programmer to develop websites. Coding is a skill, but it's also an art, and those who are the best at it can pretty much name their terms.

That's why the tactic game developer Red 5 used to entice potential developers was so brilliant. They created the perfect vehicle to reach their target—a series of beautifully designed, nesting boxes, the last of which contained an engraved iPod shuffle with a secret message. Fed-Exed to the recipients' desks.

The package spoke volumes even before the recipient played the special-to-them MP3 inside, not the least of which was "We've spent time looking for you." After all, they're not sending out 5,000 of these costly, handmade objects; they're sending out a handful.

You can read a great write up of the promotion here and another, first-person eyewitness post from one of the recipients (with pictures!), here.

It's an inspiring story to me on a lot of levels, mostly because I love the creative firepower that went into solving a difficult problem. (Not to mention the daring of the risk!)

What problems have you solved creatively? What conundrums seemed insurmountable that you've overcome?

UPDATE: You can also read about the program on Red 5's website, here. They call it "Golden Ticket." Couldn't think of a better name myself, and I do that for a living.

Where to sit

Despite the fact that the purpose of a networking event is to meet other people, many people who show up just sit and wait for the networking to happen to them. Rather than being proactive and initiating conversations, they sit down and wait for others to approach them. If this is your tendency, catch it early and do something different.

If you arrive early at an event, you may notice people scattered around the room, one lone person in each row of chairs or at each table. Instead of doing the same, choose one person, approach and say, “Do you mind if I join you?” Then introduce yourself and you’re off into conversation land. (And if not, read on for what to say.)

If it’s a presentation where you may have a chance to ask questions, sit near the front. That way, the presenter is more likely to call on you and you may even have a chance to tell the group who you are and what you do.

If it’s not a sit down event, stand by the food or an information table. Make it your business to move around so you can meet as many people as possible.

If you go with someone you know...  It sometimes helps to attend an event with a friend or colleague - but once you've got your nametags on, go your separate ways. If you don't, it’s too easy to stay clumped together, which discourages others from approaching you too. Many opportunities to make new contacts are lost because people sit with their cohorts or with the same “safe” buddies every time. Make it a habit to sit with people you don’t know. And if one of your important clients or contacts is at the meeting, sit with him or her but make sure you are seated at the table with “strangers” also.

If you do bring a friend, split up to meet people and then introduce those people to each other. Or you can stay together and approach loners in the room and say, “Have you met [friend’s name]? She has this great company, etc.” It is easier to brag about your friend as a way to introduce them. Being introduced by someone else makes conversation easier. And be sure to give quality introductions to your colleagues as well. Practice them in advance.

Be one of the hosts. Once you’ve started attending a particular meeting regularly and you feel comfortable, take a more active role as one of the hosts. All you have to do is stand near the door so you can greet people and introduce yourself as they walk in, making them feel comfortable and welcome. Or if you're at a table with others, designate yourself "table moderator" and suggest that everyone introduce themselves and exchange business cards.

The introverts were quite extroverted

I was really impressed last Thursday, when I gave my "Interpersonal Skills for Introverts" presentation at the NY Public Library of Science, Business and Industry. The 75 introverts who showed up were not nearly as shy as I thought they'd be.

I had been warned in advance to be extra sensitive and not force any interaction (which is one of the hallmarks of the workshops I give) so I was trying to think of ways to make it more comfortable for them to participate.  I started off by getting them to raise their hands if they identified with one of the comments or ideas I was describing or if they fit into a particular category. They did that quite enthusiastically. Then others started asking questions (a couple even stood up to ask!) At the point in the session when I talked about the 10-word blurb and explained what an incredible opportunity it is to be able to tell 75 people what you do, 4 brave ones stood up and said theirs to the group, including one of my particularly shy clients. I was so proud!

When it was time for the "how to make a connection" exercise (which means talking for 5 long minutes to the stranger sitting next to them), they got going and I couldn't get them to stop!

One attendee followed up the next day and thanked me for the "party." And it's true there was a party feeling in the room by the end of the session. Several of them found resources they were looking for; others learned something new about someone else's business.

In the end, I didn't need to be so sensitive and I realized that shyness is relative. Some people are more shy than others. Also, it really depends on the situation, which is basically the premise of my book, Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive.