The Marketing Mix | official blog of the Marketing Mentor community

Is this spec work?

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."

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....

Should you be discounting your fees right now?

This is a question that came up at my "How to Thrive in a Tricky Economy" presentation, which I gave last night for a NJ chapter of the National Association of Women Business Owners.

Because clients and prospects across the board are nervous about spending money right now, the real question is this: how can you offer the services they need for a fee they can pay and still cover your own expenses?

I am not an advocate of discounts; I think it devalues your work in the long term.

I do, however, recommend adding value, throwing in some kind of incentive, to those prospects who seem to be on the fence about working with you.

By the way, I'll be addressing this issue on next week's webinar, How to Talk To Clients About Money, when I interview Jeff Barlow and Julia Reich about how they handle potentially difficult conversations with both prospects and clients. Details here: http://www.howdesign.com/creativefreelancer/

What kind of incentives can you offer? What have you seen others offering that adds value? And how does this work for you?

Is sending a printed newsletter passe?

For years, I have been receiving (in my mailbox!) a 2-page bi-monthly printed newsletter from Alyssa Lebovic, of NJ-based Keller & Lebovic,CPAs. I recently asked her if it's worth the time and effort and expense to write, print and send it, now that email newsletters have become so inexpensive and easy. Here's what she said:

My thinking is that at first, I looked like a dinosaur with a paper newsletter, but I continued to stand firm and now we've been bombarded with email newsletters to the point that I delete most of them unless I really know the person, like you, so I can only imagine that other people do the same.

I've become such a minority at this point, that I have little other competition for people's attention to read mine. I hope that people put it aside to read when they're on hold on a call or otherwise have a moment, to read it and save it for later or as a reference.

My partner and I have agreed to disagree on the value of this newsletter. We send about 450 to clients and about 250 to contacts and prospects. I am committed to maintaining the databases at 700 names, so each mailing, (bi-monthly) forces me to clean the list to keep it at no more than 700.

My partner says, if you can't follow up 250 names, then what's the point. My argument is that it's cheap advertising (I'd still need to order the main subscription to send to my 450 clients) to a directed target of people who have met me somewhere, sometime in the past 2-3 years. By repetitively getting in front of them, it's still passive marketing.

And every so often, someone will say, "You know, I've been getting your newsletters, and I've been meaning to call you and I finally got around to it." So, I figure, even if that's only once or twice a year, it still paid for itself and you just can't measure how much name recognition subliminally works on people.

I agree with Alyssa, although I haven't sent anything like that in the mail in years. What do you think?

We'll be at the HOW Design Conference in Austin

We are excited to launch a last-minute mini-track at the HOW Design Conference next month just for freelancers or would-be freelancers.

These brand-new sessions will all take place on Thursday, June 25. In addition to the presentations, we will each conduct a Town Hall session with a Q&A format, so bring any questions you have about pricing and promoting your work.

• Money Talk: How to Talk to Your Clients About Fees
• Freelancer Town Hall: Pricing and Money with Peleg Top
• Do You Have What It Takes to be a Successful Freelancer?
• Freelancer Town Hall: Marketing and Self-Promotion with Ilise Benun

Get all the details here: http://howconference.com/freelancesessions

Introducing: The Un-Newsletter

Even though I think email marketing is still one of the best ways to stay in front of prospects and clients (and I love MyEmma.com as an email marketing service, especially if you take advantage of our 20% discount, I am moving away from recommending that you send out an email newsletter.

Instead, I am recommending an un-newsletter.

You see, the word "newsletter" seems to trip people up. It takes too long to write and too long to read. The "un-newsletter" is much shorter, doesn't require a lot of reading or writing (sometimes just a couple lines and a link to more, for those who want it) and still serves the main purpose: to remind everyone that you're out here and available to help.

My own newsletter, Quick Tips from Marketing Mentor, is gradually becoming an un-newsletter too. (If you don't already get that, you can sign up here: http://www.marketing-mentortips.com/)

What do you think about this idea of an "un-newsletter?"

Do Prospects Ever Really Hang Up on You?

That's one of the questions we'll answer Tuesday, April 28 in our webinar, "Cold Calling is the Brussels Sprouts of Marketing."

So listen to the 3rd audio cupcake, in which the communicatrix and I talk about the realistic (and unrealistic) expectations freelancers have of cold calling, neither of which happen. That's why it's essential to know what really happens and how to prepare for it.

Listen here:
http://www.audioacrobat.com/play/W8hcKB87

And sign up here:
http://tinyurl.com/8umlju

And if you have specific questions you want answered, send them to ilise at marketing-mentor dot com.

Brussels Sprouts = Success?

What do brussels sprouts have to do with success? Check out the 2 webinars coming up, and you'll find out. They're both at the end of the day so you don't have to interrupt your busy day:

April 28, 7 PM Eastern (4 PM Pacific)
Cold Calling is the Brussels Sprouts of Marketing
with Ilise Benun and Colleen Wainwright (a.k.a. the communicatrix)
(includes brussels sprouts recipes) Details here: http://tinyurl.com/8umlju 
And listen to our audio cupcake #2 (of 3) here: http://www.audioacrobat.com/play/W2yjh087

May 4, 7 PM Eastern (4 PM Pacific)
What’s Working Right Now:
Real-World, First Hand Success Strategies from 3 Working Freelancers
with Ilise Benun and Dani Nordin, Patrice Robertie and Amy Weiher
Details here: http://www.howdesign.com/creativefreelancerwebinar

Is Social Media Dangerous?

I am trying to walk the line between "Everyone needs a LinkedIn profile to be legitimate in business" and "I sincerely fear that Twitter is dangerous for my health."

I know Twitter is an effective marketing tool for some and probably would be for me, but I am seriously concerned about the effect on my brain (and yours) of shorter and shorter attention spans. I tried to explain my thought yesterday in an interview with Jim Blasingame of the Small Business Advocate. Not sure yet how clear it is but you can read Jim's summary and then link to our interview at the end of his blog post here: http://blog.smallbusinessadvocate.com/home-based-business/can-social-media-be-dangerous-to-your-small-business

Post your comments here or on his blog, if you feel moved to do so.

New York Networking April 17th

Marketing Mentor clients, Jezra Kaye and IvanExpert, are hosting a Biznik New York Happy Hour.

When: Friday, April 17th, 6:30-8:30PM

Where: In Good Company Workplaces, 16 W. 23rd Street, 4th floor, NYC

Meet and mingle with 75 other NYC entrepreneurs.  This event is co-sponsored by IGC, and Biznik, and hosted by Jezra Kaye and Caroline Green of IvanExpert ("personal Mac help for NewYorkers").  You must be a Biznik member to attend, but membership is free.  Click HERE to attend.

I'll be there. Will you?