The Marketing Mix | official blog of the Marketing Mentor community

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.

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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 16: Marketing on the go

This is Week 16 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. I'll provide a topline of my experience here every Monday; see my companion blog, A Virgo's Guide to Marketing, for the full story, additional links and other marketing-related goodness.

It was a jam-packed week of travel and planning for it that had me thinking a lot about about marketing—my definition of it, how it worked and what it was really about.

Back in January, a professor from my alma mater invited me to sit on a panel about social networking as part of the university's annual Entrepreneur Celebration. Cornell has made a big commitment to fostering and supporting entrepreneurship both at the university level, where there's now an entrepreneurial track, and amongst alumni, via the Cornell Entrepreneur Network. (I've attended numerous events and spoken at a couple, and they've been fantastic for building my own business network in L.A.)

I hate to say it, but in the sometimes-grind of keeping one's marketing machine running, it can be easy to lose sight of the "why" behind it. Meeting some incredible entrepreneurs during my couple of days here and, on the way out here, reading the awesomely inspiring story of what one entrepreneur is doing to change the world, really reinvigorated me. At its most basic, marketing is about telling the stories that connect people to products and services and other people; done right, it can be a tool for helping to change the world.

To read more about this week's lessons, please join me at the Virgo Guide to Marketing.

Everything is negotiable

The other day I was heading to the airport to catch a flight. Although normally I take a taxi, I decided to save some money and park my car at the airport.  I usually park at one of the airport lots for about $12.00 per day but after getting stuck in traffic and worrying about missing my flight I decided to park in one of the airport-adjacent hotels that offers valet parking.

I pulled into the lot of the hotel I would normally park at and a uniformed attendant greeted me with a smile. I asked him what was the valet parking fee and he said $28.00 per day. I grinned and knew my money savings strategy was shot.

I looked at him and said “wow, that’s kind of high isn’t it?”. He replied “hold on, I’ll be right back” and quickly disappeared behind the valet booth in search of something.

A few minutes later he returned and handed me a discount coupon that brought the parking down to $12.00 per day. “We know times are tough so hopefully this will help”.  Without even asking for a discount, I got one.

It made me think that everything these days is negotiable. Even valet parking. Our struggling economy is creating new rules for selling. And I’m liking it. You see, I was born and raised in Israel, part of the Middle East, where negotiating is part of everyday life there. In fact, some vendors would get insulted if you don’t negotiate. It’s part of how we buy and sell.

So how does that relate to your business? You can expect your clients to negotiate with you now more than ever. Be prepared for that. And be open to the experience. Go into the selling process with “negotiation in mind”. Even if your fees have been the same for years, your clients may now expect some kind of a deal or discount because of our “struggling economy”.  So rather than lowering your fees (which you don’t want to do because that send a message that you are desperate) you can offer your clients incentives, something extra if they buy from you.  Throw in something extra.  Help your clients feel like they are getting a good deal.

My voice in your ear

It started as an experiment. But then I got into a groove and I kind of liked doing it.

That's when the flattery started -- they liked what I was doing. (And who can resist a compliment, much less a slew of them?)

So I kept going. And now I'm hooked.

What is it?

Audio.

My voice in your ear (on an iPod or even through the speakers on your computer), twice a week, telling you over and over not to stop marketing your services (because repetition is key when developing a new habit) and exactly how to do it.

That's the crux of my still-unnamed audio tips. And 354 people (that I know of) are receiving them and hopefully listening to them. (If you want them, too, listen here and sign yourself up.)

But that's not all. I'm learning a lot about marketing from this experiment. Audio is proving to be one of the most effective, least expensive marketing tools in our toolbox. You know why?

Because when people can hear your voice, it makes you real. That's why I keep harping on my clients to make those cold/research calls and leaving voice mail messages when you don't get through to your prospect. They need to hear your voice. It makes you oh so human (especially when you make a mistake or fumble your words -- try it as a "technique") in a world that is becoming more and more virtual and isolating and, in my opinion, inhuman.

If you want to add audio to your own toolbox, check out the service we use, Audio Acrobat. (Colleen insists I tell you that's an affiliate link.)

And I'm thinking of offering a new group to help you do that. So if you're interested, send email to ilise AT marketing-mentor DOT com with "audio group" in the subject line and I'll come up with some details and get them to you.

Guest Post: Does Right-Brained = Recession-Proof?

Today's post comes to you from T.N.T. of Digital Dynamite, the copywriter who writes a lot of Marketing Mentor's promo copy. (What? You thought those magical words wrote themselves? Ha!) With the economy in such upheaval, we're all looking for new ways to look at our businesses, especially when it comes to ferreting out strengths that might be of use to us. Brilliant copywriter to the rescue!

Many of the freelancers and solopreneurs I talk with are worried about how the current economic downturn will affect their business. Those who are less established (or less experienced at marketing) are already having more difficulty finding work as their regular clients cut back. But even those who have plenty to do are concerned that the other shoe could drop at any moment.

But take heart! As a self-employed creative professional, you’re already winning half of the battle to stay competitive in today’s economy. That’s the message of a book called A Whole New Mind: Why Right-Brainers Will Rule the Future, by business and technology writer Daniel H. Pink, a former speechwriter for Vice President Al Gore.

Until very recently, the “smart” way to make a lot of money was to master a left-brained skill, such as accounting, engineering, or computer programming. Unfortunately, these are precisely the kinds of jobs that are now being replaced by computer software or shipped overseas to the lowest bidder.

As a provider of a right-brained skill, however, you have a talent that’s hard to automate or export. What’s more, you are a resource that companies in today’s economy need more desperately than ever: the ability to get a product or service noticed.

“Artists give people something they didn’t know they were missing,” Pink says. “Catering to that need is the best business strategy.”

Pink used the example of the iPod to illustrate this concept in a recent interview. Eight years ago, most people didn’t know what an MP3 player was. Today everyone has to have one. The iPod dominates the market because of the elegance of its design, even though there are many other models that have more left-brained technologies built into them.

I highly recommend Pink’s inspiring and thought-provoking book, whether you’re looking for new opportunities for your creative business or just need a little extra encouragement in these tough economic times. It’s available on Amazon.com, or if you’re an audiobook fan like me, you can download it from Audible.com.

Firing a client without burning your bridges

One of the pleasures of working for yourself is the freedom to choose whom you want to work with. However, that process isn’t always pleasant, especially when you have to “fire” a client. Sharon Bending, of Bending Design did it the right way – without burning any bridges – and when it came back around, it didn't bite her. Au contraire! Here’s what happened:

I recently had to fire a client. I had let the project get out of hand; it was a big, giant, hairy project that in the end taught me a ton. But after a year, I was still working on it, paying a developer and losing money.

This wasn’t the first time I had to fire a client. The first time was someone who had never worked with a design firm and for the life of me I just couldn’t translate their thoughts into designs that worked for them. I let them go, agreed to return a portion of their deposit — everyone won there – and felt like I handled the situation professionally.

Here’s the kicker – this week, unbeknownst to her, my assistant cold called the client I’d fired (she was now at a different company; the name was familiar but she didn’t know the background.) My assistant left a voicemail message and the “prospect” called back to tell us there was a better person in the company to approach. Then she said, “By the way, I worked with Sharon on a project at my last company. She had to end the project because she was pregnant and had a lot on her plate. Anyway, I’ll put in a good word for you guys.”

Wow, I was so surprised that she 1) called us back, 2) gave us the contact to speak with, and 3) said she’d put in a good word... This was someone I had fired a year and a half earlier! That goes to show – handle yourself professionally no matter what the situation. You never know what will happen. That, or get pregnant and you can use that as an excuse :)

Do you have a “firing” story – good or bad – to share?

The news isn’t all gloomy

Don’t let depressing economic news get you down. Help is here, in the form of a hands-on workshop (with a special discount) I’m giving this Thursday for the Freelancers Union (sign up here) and in the form of tips from the trenches, where things aren’t all bad! I got this message from Jonathan Cleveland of Cleveland Design last week:

We are being bombarded with work. Why? Because the economy is tanking and large companies are laying off in-house design teams (they are always the first to go). A couple of our clients have greatly reduced the size of their internal design groups in the past month. They are also cutting budgets and getting rid of large external agencies. I think the work is ripe for the picking at this point for the small business or freelancer. Spread the word.

Jonathan’s experience just proves what I’ve always noticed about the economy: when one aspect is up, another is down. The savvy business owner is observant and nimble, watching closely to see how to adapt.

So I had a little chat with Jonathan to see if he had specific tips. Here’s an excerpt of our conversation:

Q: Why are internal creative departments the first to go?
A: Because they can outsource it in a second. There are plenty of freelancers out there ready to do the work.

Q: Who specifically can benefit from this?
A: If you have already established relationships with your prospects, you’re in a much better position. But even if you haven’t already done the up front relationship-building, focus on the large companies (the ones you’re most intimidated to call). They’re the ones who had people on staff but may not anymore, so they need the most help.

Q: Do you really think they are spending money on communications?
A: The thing to remember is a majority of the work still needs to be done, especially in financial services. They still need to have active business communications to develop new business. But they’re definitely looking for easier and lower-cost ways to do it. The fact that you’re not on their payroll makes you more attractive to start.

Q: So what exactly should we say?
A: There are two things you want to convey. The first is a question: If you know they have indeed laid people off, ask, “Are you hiring freelancers to help out on marcom (or marketing communications)?”
Secondly, you want to let them know you offer a better value compared to a larger firm. You can say, “I understand your team has been reduced; I can help you out. I can offer you great work at a great value.” Then, emphasize that your creative skills are at the same level as those in a large firm but you have less overhead and can therefore offer a better value.

Anyone else experiencing this too?

CFC as diving board/kick-in-the-pants

There is so much to tell about the 42 hours we all spent last week at the Creative Freelancer Conference, but one of the things that surprised me the most was the wide range of experience of the creative freelancers who made the trek to Chicago for the first-ever CFC.

Several creatives had been in business for more than 15 years and were there to take their business to the next level. Some had been in business as long as 20 years, one for over 30 years. She started right out of college and has never had a day job -- she received one of our fancy awards for "Longest Time Freelancing" at the end of the conference.

Many attendees were freelancers on the side, playing hooky from their day job. They wanted to see if they could/should take the leap from "in-house" to "independent." (For a lot of them, the answer seemed to be a resounding "YES!")

And when I asked some of them how long they'd been freelancing, more than a few said, "Three days." These newly-minted solopreneurs had essentially used the conference as a diving board to start their own business! We asked them all to stand up so we could recognize and congratulate them.

But no matter how long anyone had been in business, it was a motivating and inspiring kick in the pants for everyone, one that many creatives needed to take their business to the next level.

How do you get that kick in the pants we all need?

Guest Post: Conquering fear in one easy (cold) call

As she herself admits, Judith Reppucci should be a killer cold caller. She's a successful marketing copywriter with 15 years' experience in old-school, pound-the-pavement sales--for the Yellow Pages! So, fearless, right? No problem, right?

Well, the following account just proves that no one may be immune to fears about cold calling. And also that there is a way out, and it just might be Ilise & Peleg's no-nonsense, low-key approach to cold calls. Listen to Judith's experience of putting the information and inspiration she found in the Designer's Guide to Marketing & Pricing Podcast into action—serious action!

Six months ago, I met an mailing house exec at a New England Direct Marketer’s networking event. When she heard that I specialized in direct mail fundraising copy, she told me to call her coworker in the nonprofit side of their business. “They might be looking for some help,” she said. She even gave me the extension number, and told me to say she asked me to call.

Really, could there possibly be a better warm lead?

I have a folder of cold calling advice. I’ve read a half dozen books on how to cold-call. I’ve even been videotaped for cold call critiques. No matter. I was still stuck, mired in the fear that my value proposition wasn’t good enough, and that I’d get nervous and fumble (it’s happened before). I’m beyond ashamed that I’m such a big old wuss.

Then, a few weeks ago, while I was recovering from surgery, I started listening to your wonderful and very generous podcasts (thanks, Peleg, you’re great,too.) And, just listening to your casual, low-key delivery has made all the difference. Gee, you mean, you really don’t have to dial with all your marketing guns blazing? You don’t have to reel off a phony sales spiel when you‘re transferred to voice mail? And you can actually act, hmmm, natural and even genuine?

Yesterday I listened to Marketing Mentor podcast number six, the one with cold call role plays. “I can do that,” I told myself.

And guess what?

I did!

In fact, I just hung up from a great phone call with that prospect I’ve been avoiding.

When I gave the name of my referral at NEDMA, the prospect said, “Oh, sure.”

When I told him what I did and who I’ve worked for he said, “Oh, if you work for them, I guess you do a lot of hospital work.”

When I asked if he uses outside copywriters, he responded, “Not right now, but we’re expanding to more cause based clients, so this call might be coming at a good time for the fall appeals.”

And the rest of the call continued like something out of a cold call success story. Yes, indeed, he agreed it would be a good idea for me to send him a package of my work and my business card. Yes, he’d like it if I stayed in touch – and he readily gave me his e-mail. Yes, in fact, he wanted me to give him a call later this summer.

I've got to wrap this up because I have to send off my e-mail follow-up (gotta do it within 30 minutes, right?), but thanks again for all the easy-to-follow advice on the podcasts.

Oh—and speaking of podcasts, as a result of listening to yours, I’ve already ordered The Designer’s Guide to Marketing and Pricing. It’s very clear that you have great advice for copywriters, too!

Judith Reppucci is an independent copywriter, and she lives on beautiful Cape Cod. She crafts fundraising appeals for direct marketing consultants and nonprofit organizations. She also writes marketing collateral and online material for business and healthcare organizations. You can reach her at judith AT reppucci DOT com or at her website.

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Have you learned anything from the Designer's Guide podcasts (not just for designers anymore!) you've already put to use? Got a great story, flash of insight or other fantastic tidbit to share with the class? Email me (colleen AT marketing-mentor DOT com) and maybe we can help make everyone a little bit smarter.

Guest Post: The Girls Just Wanna Have Businesses

Marketing Mentor client Jezra Kaye has talked about her networking experiences in the field before for the Marketing Mix blog. Today's story details a recent experience in the company of women, and covers some interesting changes in the nature of networking over the years.

The best networking experience I’ve had in over a year (perhaps ever) was at last Friday’s Womensphere Entrepreneurial Leadership Summit—a one-day event in NYC that was inspiring, informative and fun.   

The 200+ women (and over 40 speakers) who gathered to present, learn and brainstorm on topics ranging from Web 2.0 to Angel Investing to The Entrepreneurial Life Cycle ran the gamut of business types—from college women launching their first ventures (one example:  leak-proof, stain-resistant panties) to recent biz school grads (“HBS” was a much-heard acronym) to venture capitalists to celebrity bloggers to CEOs of long-established firms.

Every age, stage and ethnicity was represented—yet there were two big areas of commonality among these extraordinarily diverse and interesting women:

1.  They were NICE. The passion for entrepreneurship is a great leveler.  But credit for the collegiality at this event also goes to the Womensphere team, led by CEO/Founder Analisa Balares, which set a tone of warmth, enthusiasm, curiosity and inclusion.  This atmosphere of easy acceptance meant that everyone spoke to everyone else—and the business cards were flying.   

2.  They had GREAT SHOES. “Dress for success” used to mean ugly navy suits and white broadcloth shirts, but the vividly dressed entrepreneurs at this conference made it clear that those days are gone for good.  We aren’t just blazing new trails—we’re doing it in pumps, peek-toes, platforms and spikes.

Carrie Bradshaw, eat your heart out!

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Jezra Kaye is a master speaker coach and speechwriter who helps her clients say the things that matter.  On 7/29, she’ll be leading “PRESTO! Presentation,” a workshop on how to talk to anyone about any topic, in New York City.  Learn more at Jezra's website, or sign up for her newsletter.