The Marketing Mix | official blog of the Marketing Mentor community

LinkedIn wasn't designed for the self-employed, but...

If you're like most creative professionals, you have a LinkedIn profile for yourself and/or your company, but are you "using it" as well as you could?

I think LinkedIn is one of the best social networking tools for business so I recommend spending the bulk of your time there, researching your prospects, reaching out to them and participating in discussions.

But one of the problems with LinkedIn is that it is designed for the job market, not self employed professionals running their own business and looking for clients. That’s why the profile itself resembles a resume.

I’ve come up with a couple of workarounds, which I’ll be teaching in my new Advanced Marketing Group (which starts next Wed. Sept 29.) Here’s one: where it asks for “experience” and “add position” is where you can list some of your best clients, with a short description of what you did for them. To see how I did that on my profile, check it out here.

Any workarounds you've found?

To Whom Are You Accountable?

If you knew that, next Wednesday, there would be 5 other creative professionals waiting to hear how many people you reached out to on LinkedIn or what kind of response you got to the discussion you initiated, wouldn’t you be more likely to do it?

Well, that is the foundation of the new Advanced Marketing Groups. In it, we focus on Advanced Marketing Tools, such as proposals and RFPS, thought leadership and LinkedIn (more about those later this week). But the real takeaway, the real value in the group is actually, the group itself. The relationships you develop with people like you, people who need you as much as you need them, to help them build their business.

So if you’re ready to be accountable and to hold others accountable, fill out this form or email me (ilise at marketing-mentor dot com) for details. First one starts Sept. 29 at 2 PM Eastern and there are 3 spots open.

The fruits of the Marketing Group – Part 4: Newsletter & Promo Materials

Are you impressed with everything Ana Carini created in the Marketing Group? Well, there’s more!

So far this week, I talked about how Ana chose her market: fashion and beauty brands, looked at the networking tools she created, and showed-off her audience-centric website that she created from scratch, as well as her blog. 

Ana created ALL of these marketing tools and established a strong foundation for her business after diving into the Marketing Group process last April.

Today, let’s take a look at her promotional materials:

• The Ana Carini Design newsletter, the Little Black Box (that she sends out daily!) Here are a few issues to check out: For the Sake of Fashion, Talk About Unique, & Friends With Benefits.

• Ana’s postcard, that she sends in the mail to prospects

• and her one-sheet, that she gives to interested prospects who say, “Tell me more…” (She even has multiple one-sheets depending on the specific recipient!)

Impressed? We are too. But Ana has said herself, “The group process gave me the guidance, and the kick in the butt I needed to get these things done!”

Need a kick in the butt? If you’re ready to produce marketing tools galore and build a strong foundation for your business, a new Beginner Marketing Group starts the week of September 27th. Details here or fill out this form.

 

The fruits of the Marketing Group – Part 3: Website

Can the Marketing Group really help you create a website? The real answer is – yes. It happens all the time. With the support of the group, members create (or revamp) marketing-smart, audience-focused websites.
 
This week, I’m following the journey of one Marketing Group participant, Ana Carini. Ana dove into the process last April and now has a strong foundation to market her business, including a target market, new branding with business cards and revamped website, social media tools, an e-newsletter (she sends hers out daily!) and a one-sheet to give interested prospects who say, "Tell me more..."

So far this week, I talked about how she chose her market: fashion and beauty brands, and looked at the networking tools she created.

Today, we are looking at her website: Ana Carini Design.

When Ana joined the group, she didn’t have a website at all.

During the group process, she created this impressive one that is entirely geared towards the fashion and beauty market. We think Ana’s site uses language that appeals directly to her target market. It shows relevant examples, and demonstrates that she really understands their needs.

She wanted to make sure the content was as clear and concise as possible, so she hired Deidre for help.

Ana even launched a blog for her business.

Ready to get your website (and your other marketing efforts) moving? For a strong foundation like Ana’s, a new Beginner Marketing Group starts the week of September 27th. Details here or fill out this form.

 

The fruits of the Marketing Group – Part 2: Networking Tools

Want to know what you get when you join the Marketing Group?
 
This week, I’m following the journey of one participant, Ana Carini, who threw herself into the process last April and now has a strong foundation to market her business, including a target market, new branding with business cards and revamped website, social media tools, an e-newsletter (she sends hers out daily!) and a one-sheet to give interested prospects who say, "Tell me more..."

Yesterday, I talked about how she chose her market: fashion and beauty brands. 

Today, I’m showing the networking tools she created.
 
For in-person networking: Ana created multi-colored mini-business cards (along with a mini-case to hold them as a key chain). 

 
For online networking: Ana created a fan page on Facebook, a Twitter page, and  a profile on LinkedIn – all of which she uses to keep in touch with her prospects and leverage herself as an expert!
 
Plus, by pinpointing her target market, Ana was able to find and attend networking event related to her industry, and make new contacts that she has been able to get into her marketing pipleline.
 
Tomorrow, you’ll see the Ana’s website, and Thursday, you’ll see her newsletter, one-sheet and promotional tools.
 
If you need a strong foundation like Ana's, and a target market that will give you the jobs you want, a new Beginner Marketing Group starts the week of September 27th. Details here or fill out this form.

The fruits of the Marketing Group – Part 1: Target Market

We talk about the Marketing Group a lot on the blog.

But last week, somebody asked me, “Exactly what do you get? What do you come out with?”

Well, this week, I’m going to look at exactly what marketing materials one creative created in the Beginner Marketing Group, from her online marketing (website, social media, e-newsletter), to her one-sheet, branding, business cards and more…

Here is the story of recent Marketing Group graduate, Ana Carini. 

Graphic designer, Ana Carini, joined the Marketing Group after deciding to pursue self-employment as a designer -- shortly after leaving her career in branding for a Fortune 500 company.

As you might know, the first step in the Marketing Group is to choose your target market. This is so everything else we create in the group can be specifically geared to that market, making it more effective – and more useful in getting the kind of work you want.

Ana had experience in technology and new media, but when it came to choosing her market, she felt it was important to feel excited about it.

With the help of worksheets, lessons, and group input, Ana chose to specialize in fashion, beauty and lifestyle brands, working directly with boutiques, fashion designers, agents, sales representatives, P.R. & Marketing agencies, and event companies.

Ana had always felt a magnetic pull to the fashion and beauty industry – and this market excited her, for sure.

This week, see which marketing tools Ana created and implemented, for this market, in the Beginner Marketing Plan Group.

Tomorrow, you’ll see the tools Ana created for networking: both online and off.

If you’re ready to create some marketing materials of your own, for the target market that will give you the jobs you want, a new Beginner Marketing Group starts the week of September 27th. Details here or fill out this form.

The price of freedom

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).

“Freedom” was one of the main reasons I became self-employed. Some of you know that moving to Ireland to be close to my fiancé was what fueled my long anticipated desire of self-employment.

Now, I live in Ireland, but I travel to New York a lot to visit family, and my favorite mentor in the world, Ilise. As a matter of fact, I’m writing this post from my parent’s house in New York right now.

I don’t regret what I did for a second.  However, the freedom of “working from anywhere” isn’t all peaches and popsicles.

In his article, “Remote Working from Anywhere," Jason Finnerty says of this recent camping trip:

The clients were communicated with, the articles were uploaded, and the invoices were sent – all while enjoying way too much junk food, liquid refreshments, and beautiful hikes through an amazing forest…

Sitting at a picnic table and putting the final touches on a new website helps your spouse realize the possibilities that freelancing can provide.  We’re already thinking about finding a trailer and cruising through the US…

The article also has some comments from people who have worked from cool places. But for me, the idea of traveling through the US in a trailer with my family, while working, would be a big challenge.

I’ve been working remotely for almost three years, and I’m learning as I go. Here are some thoughts and insights I’ve come up with so far:

•    You need money. The idea of working from Belize for a month is excellent, but you need money to get there and stay there. In order to make money, you need to work. I currently make less than half of what I made in Corporate America.

•    The lines are blurry. In my Corporate America office, there was little confusion about when I was working and when I was playing. Now it’s so confusing. I find I need more rules and boundaries in self-employment than I ever did before. Working time is working time. Vacation time is vacation time. Family time is family time. I think each aspect needs to be separate to keep some semblance and stay healthy in all of the areas. For me, when lines start to blur is when I get overwhelmed and confused, and when I begin to slip in all areas.

•    R-E-S-P-E-C-T. Family and friends need to respect your time. Set up boundaries of when work will be done and when together time is. But, you also need to respect their time. Family and friends deserve your attention when you’re spending time together. If you’re emailing clients the whole time, they don’t get to enjoy you, and you don’t get to enjoy them. Where’s the fun or freedom in that?

•    Make a plan. If you are going on a trip, or are planning to work remotely, write your plan down. Use your calendar software to slot-in working hours and dates with family and friends. Or set aside a specific time each day that will be dedicated to your work. But whatever you do, track it somewhere. I use Google Calendar.

•    It ain’t always pretty. Sometimes you need to say things people don’t want to hear. And a lot of the time, these people are family and friends… especially those who don’t understand that despite our freedom, we still have to work sometimes too. It’s important to check-in with yourself. Ask: To what extent am I prioritizing clients over family and friends, or vice versa? Make sure you are still in-check with your plan.

•    Be honest. In my first few trips, I had delusions of grandeur. Sure I can complete as much work in New York as I can in Ireland. Be realistic with yourself about what you can and can’t do. Make your situation and your abilities clear to your clients.

•    Organization is key. You may be flitting around the globe, but clients know when you’re confused, unprepared, or distracted. Respect them by being at least as organized (or more organized) than you are when you’re in the office.

Have you worked remotely? What did you learn? Please share your experiences.

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”?

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?

What a trip it’s been!

Welcome to Week 46 of my adventure as a member of the Marketing Plan Group. 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 from my group experience.

Today was the last group call for my Marketing Plan Group. It’s been almost a year since we started (we did a 6-month program and then all continued together for another 6).

I’ve seen the members of group progress in leaps and bounds with their marketing efforts. I’ve seen us do things we never thought we could or would, and I’ve experienced, first-hand, the seemingly magical nature of “accountability.” 

Personally, I’ve come a long way too.

In addition to implementing so many practical tools into my business, I’ve also developed some really good habits regarding pricing, estimates, time-tracking, financial-tracking, and scheduling. I have a new mindset about financial goals and how to achieve them – and I’m proud to say that for the past 3 months, I have achieved them!

I’m walking away from this group process with a whole new outlook about my business.

What did I learn?

Self-employment success -- is about discipline.

• It’s about setting goals, and working towards them.
• It’s about scheduling your efforts, and doing them on-time.
• It’s about learning the tools, and making them work for you.
• It’s about taking action, instead of just spinning things around inside your head.
• It’s about finding others to stay accountable to.
• If you get off-track, confused, or discouraged, it’s about picking yourself up, and getting back on-track.

Here are a few words of business wisdom from Ilise on today’s final call:

• When you are trying to reach a goal, there really are no rules. There is no set way to do something, every time. Every scenario is different. Ask yourself, “What would be most creative, potentially effective action I could take right now, that will get me closer to this goal?” Sometimes, it’s sending a note, picking up a phone, or simply asking for what you want… but the idea is, to look at each situation independently, and getting to the goal by using your head.
  
• The ball is always in your court.  In life, people sometimes assume when they take an action, the ball is supposed to be in the other person’s court. In business, the ball is never in their court. It’s always in your court. Keep asking, what will I do next? And if they respond, or take an action, consider it a bonus.

Working with Ilise, and my group members, in the Marketing Plan Group setting, has been a tremendous privilege.

If you are wandering through your business, uncertain, and you need a jumpstart, I can tell you, from the bottom of my heart, participating in the Marketing Plan Group will make a difference.

The Marketing Plan Group has changed me, and my business, for the better.

I’m going to continue posting here on the Marketing Mix about my self-employment adventures, triumphs, and struggles – as I continue on my journey.

Is there anything you want to hear from me about? If you have any questions about my experience in the Marketing Plan Group, or about my business in general, please post them here or send me an email.