The Marketing Mix | official blog of the Marketing Mentor community

Conquering the dreaded "cold call”

I know it might seem hard to believe, but here is yet another example of how a small change in perspective can make something that once seemed “torturous” a lot more bearable, and possibly even exciting.

One of my Marketing Group members, Janet Mobley has shared a small victory when it comes to direct outreach. She said:

I made several "cold" calls this morning. And guess what....they weren't that bad!!

Right now, I'm not calling on my newly defined target market.  I'm calling on a bunch of leads I've had sitting in my CRM for a while. 

I've used cold calls in the past with some mixed results, but I've always dreaded them. 

This time I approached the calls from Ilise's perspective of a "direct outreach".  It really took the pressure off when I adjusted my expectations & goals for each call.

My two main goals for today were:

1.    Get over terror of "cold calling"

2.    Try to gain some tiny bit of info from each call so I could add that info to my database (decision maker's name, verify address, etc)

Hooray!!  I achieved both goals and it wasn't horrible.

I'm using my existing list as a "warm up" and practice for my new target market. I figured it'd be nice to make mistakes on ice cold leads from my database...before I start calling on my actual target market.

It truly was a matter of adjusting my attitude.  I've now set a goal to make at least 5 calls per day and I'm sort of looking forward to tomorrow's calls.  Crazy, huh?

Need to get over your fear? The next Marketing Group starts Sept 30th. Details here or fill out this form.

It's not a guessing game

Hi, I'm Deidre. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).

I'm good at wasting time. Really good at it. Unfortunately, wasting time doesn't get me closer to my monthly goal. So these days, I’m really trying to focus on using my time wisely. Throughout the day, I ask myself:

• Am I making money during this time? 
• Am I furthering my potential for getting new clients or making new relationships?
• Or am I just wasting time?

One thing I’ve definitely realized is: Playing the numbers guessing game is pointless.

When you don’t get a “comfort range” from your clients in advance, and you go through the process of creating a detailed estimate or proposal, it’s effectively time in the waste bin. 

Here’s an example:

I recently spoke to a client about creating an email newsletter campaign. I asked her what her budget was, and she said she didn’t really know. Instead of pushing, (clients always have a number in their heads), I told her I’d get back to her. I needed some more time to think on my end about how much this project would actually cost.

I crunched some numbers and came up with a price range.

Instead of filling out a detailed estimate, I first presented the price range to my client.

I said, “How does this range feel for you? Is this within your budget?”

As it turns out, this number was higher than what she had in mind, and she presented me with that new number, which allowed me to create my estimate based on an actual number -- instead of one I made up in my head.

Had I just gone ahead preparing the estimate based on the higher range I had come up with, it would have been time wasted since I would have had to do it again with the range that was more comfortable for my client.

Keep in mind, my estimates are only 1-2 pages. They take less than 30 minutes to complete. But if I’m doing an extra “guessing game proposal” for every client, say 10 times a month, then I’m wasting 5 hours of my time. I know many other creatives whose estimates are far lengthier and more time consuming. How much of their time is being wasted?

Instead of going ahead creating an estimate/proposal, I make a quick phone call to present a price range beforehand. It only takes five minutes.

Because what we are really working with – is not how much a project actually costs -- but how much a client thinks a project should cost.

As creatives, our job is to pull out that number, and see if our work, and their “mind number” are somehow compatible. Yes, we can increase their “mind number” by demonstrating our value, but first, we need to know what it is.

I want nothing more than to work with my clients and prospects. And I’m incredibly flexible. I can usually find a way to fit into their range, whether it’s adjusting the specs, finding a way to lower my time-spent, or occasionally even lowering the rate.But I need to be “in the know” in order to be flexible. Here is what I say when discussing price to get my client’s comfort level:

• Is there a number you have in mind for this project?
• What is your comfort level with the price? How does $600-$800 feel for you?
• What number is “too much”?
• I’m flexible and would like to make this project work within your price range. By knowing your range, I can do that better.

If they can’t tell me their number during the initial chat, I give them some more time to think. I do the same if I need more time to think. Then, we reconvene before I write out a detailed estimate.

After all, it’s not a guessing game.

I saw a sneak preview of Ilise's new book, "The Creative Professional’s Guide to Money," and an entire third is dedicated to "How to talk about Money" with a chapter called "Talking Price." It won't be out til February but there will be lots of goodies to share as it gets closer.

How do you get their “mind number”?

Ever wonder what other creative businesses charge?

Do you want to know how your pricing stacks up to the competition? Or how much real clients are really paying for things like brochures, web design, identity programs, speechwriting, annual reports and ad campaigns?

It’s all divulged in the report, “How Much Would You Charge?” from one of our favorite resources, Creative Business.
 
In this report, you'll see exact, client accepted, estimates for each detailed project. And when it comes to project pricing, we’re not talking about crazy wide-ranging figures for hypothetical projects…

Cameron Foote, Editor of Creative Business, says:

Rather than presenting the hypothetical, we decided to share pricing of actual, client accepted jobs.

Further, we decided to select examples only from mid- to-high level freelancers and shops. We decided, in other words, to provide examples of typical pricing of first-class work, done by first-class operations, for first class clients—actual examples, which we modified only to ensure anonymity.

The intention is to provide you with benchmarks to use in determining realistic prices for similar work. Obviously, your prices may be more or less depending on your level of experience and talent, and the sophistication and needs of your clients.

See which projects are covered in the report in my latest Quick Tip, or buy it here.

The BONUS has been extended: If you download "How Much Would You Charge?" by Friday, August 27th, you will also get Options for Pricing Your Services. This article is a special preview of my new book, "The Creative Professional's Guide to Money," which will be released in Spring 2011.

Just say “no” to marketing?

Don’t fall off your chairs at what I’m about to share -- but sometimes, saying “no” to marketing -- can do wonders for your business.

Am I suggesting you stave off marketing altogether? Of course not! But certain aspects of it might not be worthwhile for your goals. It’s important to find what works for you, your strengths, and your business, and to filter out the rest.

Remember our former Mix Mistress, Colleen Wainwright (a.k.a. communicatrix)? She has been having lots of new adventures and she’s still writing her fabulous blog and newsletter filled with brilliant marketing ideas.

Here is an excerpt from her latest newsletter about what she’s learned from Jack, who said “no” to marketing.

Recently, I spent an invigorating afternoon hanging out with some really smart people while taping my friend Bonnie Gillespie's Your Actor MBA series.

One of the smartest things I heard that day (and there was a lot of smart stuff) was actor-teacher Jack Plotnick's assertion that most of "that marketing stuff" didn't work for him, so he didn't do most of it. Instead, Jack spent his marketing time working on other loosely-related-to-acting stuff, like learning how to get out of his own way—removing mental road blocks to his success, rather than getting past gatekeepers. Or in creating shows he could perform in and finding stage time to play, rather than getting the word out.

In other words, he did not ignore the fact that he needed to get himself out there—he was just realistic about what was going to work for him (and, conversely, what was not).

These days, Jack is online. He posts articles. He's begun dabbling with Twitter. But the core of Jack's strategy is that Jack does what works for Jack. And guess what? The more he hews to his own strengths, the more clear and less chaotic he is, the better he's able to be seen by others. In other words, the more Jack does what works for Jack, the more Jack works. (And the ones who cannot BELIEVE he doesn't postcard/Facebook/whatever? Not his people anyway!)

So—how can you be like Jack?

Find 4 tips to be like Jack in Colleen’s latest newsletter, and sign up to receive her newsletter, Communicatrix Focuses.

Have you said “no” to marketing?

Where do those magical incoming links come from?

Do you know the number one way search engines determine how popular your website will be?

Internet marketing expert, Norma Maxwell, says it’s “the number of links you having coming into your website, and the authority of the places from which those links come.”

Norma always impresses with her smart, accessible articles on how to get better website rankings. In her latest article on Biznik, A Simple Guide to Inbound Marketing SEO, Norma shares how to create an effective inbound SEO effort (create those magical links) so your website can soar.

Here is an excerpt:

Fact: The number of links you having coming into your website, and the authority of the places from which those links come, is the number one way search engines determine the popularity (and therefore rank) of your webiste.  Number one.

How do you get those golden links?  There are a lot of ways, and I'll list some of them here.  Just remember, this strategy takes planning, time, and thought--you will not see amazing results overnight.  You will see amazing results, however, as long as you are consistent.

Read the rest at Biznik: http://biznik.com/members/norma-maxwell/articles/a-simple-guide-to-inbound-marketing-seo

Want more SEO guidance from Norma? Check out here other articles: A Simple Guide to SEO,  A Simple Guide to Choosing the Right Keywords for your Business and A Simple Guide to Writing Rich, Compelling Copy.

Shh, I have a little secret...

Hi, I'm Deidre. In my posts, I talk about my voyage down the road of self-employment as a website copywriter, my achievements and roadblocks along the way, and what I’m learning as I go (with Marketing Mentor as my guide).

Seems like before I buy anything these days – I read reviews online.

And if I won’t buy a burrito without visiting Zagat -- I would certainly find it difficult to buy creative services without seeing what others had to say about the service provider.

Other people’s opinions – have a huge impact on an individual’s decision making process.

That’s why capturing testimonials, and making them available to prospects, is so important. I learned this from Ilise. It’s no surprise that Ilise has oodles of happy clients – but by making their testimonials available, it gives others an “insider view” into what working with her is like.

There are lots of ways to get feedback. My group buddy (and personal marketing hero), Kara Smith, sends an amazing Thank You Package to get feedback. Others just ask for it.

Me? I write testimonials (about myself) for my clients. And I send them to clients for approval.

After all, clients are busy. And don’t they hire us to make their lives easier?

Oh my goodness, I can hear the gasps of disbelief! She writes her own testimonials! That can’t be allowed.

Here’s the deal. It’s not like I’m pulling praise out of my desk drawer. It’s more far more respectable and accurate than that. When I talk to my clients, and they offer praise about work I’ve done, I just keep notes.

When they send emails that say things like, “you’re awesome,” I add it to my sheet.

I gather their words, put them together, and send them over once the project is finished.

If I didn’t do this – I’d be missing out on some amazing testimonials.

Here’s one that I “captured” recently. This client is a busy fashion designer who travels often. She always raves on the phone about my work. But she’s not a writer. When I asked her if I could turn what she said into a written testimonial to use on my website, she said, of course! She approved it with glee, and said she wished it could be even better.

These are her words, phrases and praises, organized by me:

Deidre absolutely blows my mind every time. Everything she sends me is so perfect and it just makes me smile, from website content to marketing materials.  She listens to me and captures my vision perfectly, saying exactly what I want to say but can’t find the words to say myself.  I am SO happy I found her. She’s amazing and she really gets it! I can’t recommend her enough.

Had I not organized this testimonial for her, I would have missed this amazing bit of praise to share with prospects.

I’ve found that people love giving praise for a job well done. It’s just organizing the praise, wording it, and pulling it together that sends it to the bottom of their list.

Remember, we can sing our own praises all we want. But when someone else sings them, people listen.

What works for you about getting feedback?

Still following Mom's advice?

Remember all that advice Mom gave you when you were growing up? What if it’s hindering your success as a creative freelancer?

In my latest Freelance Column for HOW Magazine (on newsstands now), I look closely at Mom's pearls of wisdom to see how applicable they are today, for freelancers and the creatively self-employed.

I also did a two part podcast version.

In Part 1, I explore these tidbits of advice:

•   Don’t talk to strangers
•   It’s impolite to talk about money
•   Don’t talk with your mouth full

In Part 2, I focus on these words of wisdom:

•Don’t make a mountain out of a molehill
•Use your head
•Don’t give it away too soon
•Save your money

Find out which ones are still relevant (because Mom was sometimes right), and which ones need to be replaced with new rules.

And if you’d rather read than listen, you can view the article here.

Did Mom give you advice that works (or flops) for business?

Identifying red flags before they hit you in the eye!

Not everyone is your ideal client. Sometimes it’s because they’re in an industry outside your target market. Sometimes, it’s simply because they’re disrespectful, pushy, or rude.

One of my clients runs a design firm that specializes in working in the financial and hi-tech sectors. Over the years, he has become an expert in these industries. His firm has become the “go-to” firm for these industries, which is what many creative businesses aim to be.

How did he get there?

By saying no to projects that didn’t fit, and pursuing ones that did.  He understands that if you say “yes” to a project outside of your market, it means you might have to say “no” to a project that will further your business goals.

Recently, this designer said “no” to an inquiry that was outside of his target market. And it wasn’t taken well.

Here’s what happened:

My client, the designer, got a call from someone way outside his market -- a building construction company -- who wanted to inquire about working together.

Comfortably pursuing his market, the designer explained to the construction company owner that since his firm specializes in financial and hi-tech industries, they wouldn’t be a “good match” for the construction company.

The construction company owner was insulted at the designer’s response. To paraphrase, the construction company owner said:

Is my company not big enough or successful enough for you to work with us? We do millions and millions in business every year. We are incredibly successful. How dare you say we are not a good fit for you?

The designer tried to explain, but with no luck.

Taken aback at the harsh retort from the caller, the designer immediately knew he wouldn’t want to work with this type of person anyway. He was glad that his filtering process had also succeeding in filtering a prospect who would have neither been a good "target market fit," nor a good “personality fit.”

Have you ever had a prospect expect you should work with them, just because they had to work to offer?

Help me: By sharing your money issues

The deadline for my new book, The Creative Professional’s Guide to Money,  is rapidly approaching, and I am sizing up some new worksheets for possible inclusion. 

This is the third of 3 worksheets, and I’d love your feedback. Of course, if you do the worksheet, in addition to helping me, you might be helping yourself too!

How much do you know about yourself and your money issues? Often, when we have trouble with an area of our lives, we don’t spend a lot of time thinking about it which maintains our ignorance and perpetuates the behaviors and situation.

Use this worksheet to take a realistic view at your money situation.

Download the worksheet here.

Please share your feedback. What works? What would make the worksheet stronger?

Kindly email me with your thoughts and ideas, by Tuesday, August 17th. I appreciate your help!

Help me: By recognizing your ideal client

The deadline for my new book, The Creative Professional’s Guide to Money, is rapidly approaching, and I am sizing up some new worksheets for possible inclusion. 

This is the second of 3 worksheets, and I’d love your feedback. Of course, if you do the worksheet, in addition to helping me, you might be helping yourself too!

You may know the demographics of your "ideal client," but can you spot them by the language they use? What do they say when they know they need your services and are ready to move forward?

The worksheet is intended to help you discover what it is exactly that separates your “typical” clients from your “ideal clients” -- the ones you can help the best – so you can find them and pursue them.

Download the worksheet here.

Please share your feedback. What works? What would make the worksheet stronger?

Kindly email me with your thoughts and ideas, by Tuesday, August 17th. I appreciate your help!