The Marketing Mix | official blog of the Marketing Mentor community

Podcast: Independent Writer Reinvents Herself = Business Picks Up

Since 1984, Leila Zogby has been an independent writer of corporate marketing communications. But when she came to Marketing Mentor in December 2012, she had lost an anchor client and was having a hard time getting new clients. “I needed to change my losing game.”

We did the free ½ hour coaching session (which I offer to anyone I think I can help), and from there decided to do two 1-hour consultations. The result: “You broke the logjam,” said Leila, in our recent interview/podcast about how she took what we discussed. The truth is: she broke the logjam herself. “The process of having to dig into my files and look objectively at the factors influencing my business – the clarity that came from that broke the logjam.” (Listen here.)

Here’s an excerpt:

“The recession really hit people hard, everything has changed and we need to reinvent ourselves. People who are generalists tend to be the ones struggling the most in this economy. That was me! I prided myself on being a generalist and able to tackle anything. But it’s a different world. Which doesn’t mean you don’t do a variety of things. But in your sales approach you have to highlight a particular aspect of your service.

“I realized that I had great strength in long form writing, which, interestingly enough, is coming back into the mix as people are developing content rich strategies. Working with you allowed me to see clearly the advantage I had.

“So now I have changed the way I talk about what I do when I’m prospecting and it’s working fabulously. Now people’s eyes light up and they realize what I’m talking about, both in networking and making calls to prospects. They really respond to it and understand what I can do for them.”

Listen to the podcast to hear her new “elevator pitch,” the metaphor she came up with (it’s related to food!) and the story she tells.

For Leila, it took 2 sessions and she was off and running. It’s different for everyone. But if you’re in the weeds and need some clarity, try the free half hour. Sign up here.

Podcast: 4 Best Practices To Keep Your Pipeline Full

I recently interviewed an old, old friend of mine, Dana Manciagli, who will be speaking on Cut the Crap, Start Networking, at CFC 2013 this June 22-24 in San Francisco.

Dana refers to herself as “a bizdev person at heart.” She’s a 30+ year sales/marketing veteran in the throes of reinventing herself as a freelance speaker/author. (Her book Cut the Crap, Get a Job! will be out soon.)

In this podcast, we talked about the parallels between 21st century job search and being a self employed creative looking for clients. We agreed that in both:

• You are selling yourself. You are the brand.
• You need to sell on an ongoing basis for long term relationships (not just the short term).  

Therefore, you need to: 

• Track every move you make in your bizdev process, otherwise good opportunities will fall through the cracks. (With Marketing Mentor’s 2013 Marketing Plan for Creative Professionals, you get a spreadsheet with all the columns pre-populated.)
• Keep the pipeline full and make time to work the funnel. You need lots and lots of leads cooking at a time. When one prospects drops out, you must immediately replace it.
• Be persistent. Dana says 3 is the magic number. “You must follow up 3 times on every lead.” 
• Thank everyone for everything. “You can’t thank people enough.” Send thank you notes, gift cards, offers to reciprocate. Bend over backwards to thank anyone who does anything for you. It will pay off in the end.

Come hear Dana in person at CFC June 22-24 in SF! Get $50 off (CFC only) with promo code "ILISE". Register here now: www.creativefreelancerconference.com

Credit: Illustration by Iain Keith of http://www.imagicon.ca/

Turn Traffic Into Leads With a Simple Freebie

Not everyone who comes to your web site is ready to buy from you -- or even talk to you. That’s why you need a way to turn that traffic, which you work so hard to get, into leads that you can nurture and eventually convert into actual clients. To do that, you need to offer something of value in exchange for their contact info. Otherwise they’ll leave and forget all about you.

That’s where your “freebie” comes in. It allows you to turn traffic into leads.

In this podcast interview, Erin Pheil of Timeforcake.com tells me all about how she does it. Plus, she offers a simple model you can follow at NoClientHostingHassles.com.

Here’s an excerpt from the podcast:
Q: Aren’t you worried about being perceived as gimmicky by offering a freebie?
A: When you are on a web site and you see an offer that seems gimmicky, it means you’re probably not the target audience. But when you’re really interested in a product, if you see an offer to learn more, suddenly those offers aren’t quite as gimmicky. They will be interested if it’s information they care about and that truly helps them. Gimmickyness is in the eye of the beholder.

Listen to the rest of the interview here.

And if you’d like to create your own freebie but don’t know what the content would be, come to Mark O’Brien’s workshop on June 24 in San Francisco: You Don’t Know What You Know: Developing Your Content Strategy. Details here.

Podcast: How to Develop Your Content Strategy

The better understanding you have of who you are, how you work, who hires you and why, the more likely you will be able to do effective content marketing.

At this year’s Creative Freelancer Conference, Mark O’Brien, CEO of Newfangled, will be conducting a post-Conference workshop on Monday, June 24 called: You Don’t Know What You Know: Developing Your Content Strategy. And at the end of his 3 hour, extremely hands-on workshop (designed for all types of freelancers and small firm owners), you will leave with your content strategy in hand! (Mark is also presenting on Day 2 of CFC, “The Conversion-Focused Web Site,” a great primer for the workshop, since your web site is the “home” for your content.) Details here.

In our recent podcast/interview, Mark said that content marketing:

Is the currency of the modern marketing platform. Essentially it means creating educational content that is focused on the overlap between your expertise and your prospect’s pain points. It’s the fuel for attracting, informing and engaging prospects, no matter where they are in the buying cycle.

When I asked Mark what challenges creative pros have with content marketing, he said:

• Lack of positioning. It requires discipline, focus and yes, risk taking. Plus, it’s a discovery process.
• Burn out. It’s essential not to over-commit to all sorts of blogging and social media. Otherwise you’ll quickly burn out.
• Determining the right platforms, publishing frequency and points of engagement on your site.

Don’t let these challenges, or lack or direction, stop you from pursuing this effective form of marketing. Register for CFC, and sign up for Mark’s workshop, Developing Your Content Strategy. Details here.

This Friday, March 15 is the early bird deadline for CFC: June 22-24 in San Francisco. Get $100 off (CFC only) if you combine promo code "ILISE" + Early Bird rate. Register here now.

Content Marketing = 17% Increase for Web Designer

When I did the free mentoring session with web designer, Jill Anderson, she had plenty of clients who had come through word of mouth, as is the case with so many people I talk to.

The problem, as she described to me in this week’s podcast interview, was this: “I was in overwhelm. I had a lot of work but it wasn’t quality work. I had time management problems and a stale web site with old content and samples. I was in the trenches going day to day from client to project and I wasn’t focusing on my business and where it needed to go. I needed someone to hold me accountable, a mentor to bounce ideas off and come up with a better way of doing it.”

That’s exactly the type of thing I help creative pros with. So Jill and I worked together for an hour every other week. And at the end of the year (as of February 2013), she had increased her business by a whopping 17%.

There are many reasons for that increase (download the case study for details), but we can certainly attribute it to the simple -- and interlocking -- content marketing tools we put in place, including:

• Refined positioning: Jill Lynn Design specializes in web sites for “stylish” small businesses and solopreneurs, especially designers.
• Packaged Pricing: 3 tiered packages of web site design tailored to her market.
• Bait piece: Jill wrote “7 Stylish & Sure-fire Ways To Get Your Website Noticed and Engage Your Ideal Clients,” a tip sheet she gives away to anyone who signs up for her email newsletter.
• Monthly Email Newsletter: She sends it out on the 3rd Thursday of every month.
• Blog: She writes a monthly post that she links to in her email newsletter.
• Social media: Says Jill, “Now that I have content (blog and email newsletter), I can post them on social media to reinforce my positioning. I do that more now because I have content.”

This is a simple marketing plan that can work well for almost any creative professional. Download the case study and/or read more on the blog about how Jill uses these tools.

Of course, you are welcome to sign up for the free session with me if you want to talk about how I can help.

And come meet Jill at CFC: The Business Conference for the Creatively Self Employed. The event is June 22-24 and early bird deadline is next Friday, March 15. Get an extra $50 off with the promo code: “ILISE” Hope to see you in San Francisco!

Positioning Your Firm To Work With Clients Who “Do Good”

SO many clients lately want to work with organizations that “do good” or are trying to help people improve their lives or make the world a better place. But they’re not easy to find.

In my recent podcast/interview with Sarah Durham of Big Duck, we gave some hints about how to find those prospects. (Read and listen to that here: http://www.creativefreelancerblog.com/marketing/want-to-work-with-organizations-that-do-good/)

In working with clients recently on who their competition is for this type of work, we’ve come across many creative services firms that are attempting to position themselves this way. Here are a few we found…

• http://firebellydesign.com/
• http://www.hyperakt.com/
• http://www.thechangecreation.com/
• http://elefintdesigns.com/
• http://www.enrichcreative.com/
• www.mission-minded.com

What do you think? Know any others? Post them here.

Have you thought about podcasting?

Ever since I started podcasting in 2008, I’ve been surprised at the power of this media. People seem to love listening to podcasts! So many tell me they’ve listened to mine and, when we talk in person, that my voice is eerily familiar to them!

Writing is effective but there is something about hearing a person’s voice that brings the ideas closer. From a marketing point of view, podcasting is a quick and informative way of getting across information. It really does help you reach a wider audience, especially those who prefer listening to reading. Plus, it’s really easy!

I use AudioAcrobat to record and it’s supremely simple. (Scroll down for more “how to” with the Beginners Guide to Podcasting.)

I do a weekly (sometimes bi-weekly) podcast, mostly interviewing clients on what’s working in their marketing. So far in 2013 I’ve done:

• Podcast: Freelancer Reaches 5 Year Goal in 6 Months! Package designer, Jenn David Connolly of Jenn David Design, describes exactly how she took what she learned at CFC 2012 to heart and used it to reach her 5 year goal in only 6 months. Unbelievable but true!
• Podcast: Email Newsletter = New Clients. Toronto-based designer, Sherri Gallowitz of G Strategic, started sending out her email newsletter to her nonprofit sector clients in November 2012 and already has 2 decent contracts as a result. Listen to how she did it and do it for yourself!
• Podcast: Can everyone really be their own boss? I talked with Rick Carlile, from Aegora.com (“the first networked professional marketplace”) about the future of work and whether everyone can really be their own boss. Hear what he has to say. 
• Podcast: Is your business defined broadly enough for the IRS? June Walker, tax advisor to the self employed (she calls them “indies”), talks with me about why creatives get so confused about taxes and what you can do about it.

Want to start a podcast of your own?

Check out the Beginners Guide to Podcasting, created by Dan Norris. Dan walks you through the many benefits of podcasting as well as the steps, software and hardware you’ll need. From structuring your show to tips on recording, it’s all there!

Podcast: Is your business defined broadly enough for the IRS?

When I asked Tax Advisor to the Self Employed, June Walker,(who will be back to present at CFC 2013 (June 22-24, 2013 in San Francisco), what she does, she said, “I take the complex tax system and make it simple and clear for brilliant talented “indies” who haven’t had taxes explained to them in the right way. I’ve been doing it for 30 years.

In her CFC session, “Creatively Legitimate Expenses: Don’t Cheat Yourself,” June will be also elaborating on these 3 guidelines to help “indies” take full advantage of the tax system:

1. Define your business as broadly as you can. For example, calling yourself a “music consultant” will give you more legit deductions than calling yourself a “piano teacher.”
2. Remember that for the self employed, the line between personal and work is fuzzy. Some activities that seem personal can actually be deducted as a biz expense, especially if you define your business broadly. (see above)
3. Review all of your relationships. Most can be both personal and business. With whom do you have a business relationship? Which of your friends are also business associates?

June will elaborate on this and more in her session and in her breakfast roundtable. So come with your specific questions and confusions about your taxes.

Listen to our interview here.

In the meantime, check out her new book: The Confident Indie: A Simple Guide to Deductions, Income and Taxes For The Creatively Self-Employed on Kindle or in print. And sign up for her e-letter at www.junewalkeronline.com

We’ll see June in June. Will you be there?

Join us at CFC June 22-24 in SF! Get $100 off (CFC only) if you combine promo code "ILISE" + Early Bird rate before March 15. Register here now.

Podcast: Email Newsletter = New Clients

Every time a client lets me know how well their email marketing is working, I have to pass it along as more proof that although this marketing tool takes thought and preparation, it’s worth it because it works! I tell you that from my own personal experience sending out my Quick Tips and from that of creative professionals like Toronto-based Sherri Gallowitz of G Strategic.

Sherri launched her independent design business 3 years ago with a focus on nonprofit sectors such as social services and arts/culture. Sherri loves to rub shoulders with prospects at in person networking events but she needed an easy way to stay in touch with all those people (350 in all at the moment). So last year we worked together on developing her newsletter and in November 2012, she started sending it out. 

Only four months later, she’s already gotten work from it. “It’s been amazing. People respond to say they like it. But I also already have 2 decent contracts from 2 new clients. This latest client wasn't even on my mailing list - someone must have forwarded it to them.”

Here’s how Sherri secured one of those 2 contracts. “When I see that someone I’m interested in working with has clicked (and I’m assuming read it), I send an email -- not immediately but a few days later -- saying, ‘I recently sent out my newsletter and I’m doing some follow up…etc.’ I tailor my message to the relationship with that person. That follow up led to one of the 2 new clients. I got a conversation going, we met and that’s the project I’m working on now.”

Listen to our interview here.

If it’s time for you to do a newsletter but you need help, here are some resources for you:

1. Hire me! I’ll help you develop your content and turn it into an email newsletter you can fit into your life! Send me a message for more details. And check out these recent email newsletters. 
2. Try out Emma! We love Emma, the best email marketing provider for creative professionals (and stylish too!) so much that we’ve arranged a 20% discount for you. Details here. 
3. Learn it on your own in my “independent study” course, “Developing A Successful Online Marketing Plan.” 

Freelancer Reaches 5 Year Goal in 6 Months!

It was on Dec 20, 2012 -- almost exactly 6 months since CFC 2012 and almost exactly 6 months until CFC 2013 (June 22-24, 2013) – that package designer, Jenn David Connolly of Jenn David Design, told me she had already surpassed the 5 year goal she had set for herself and her firm when we met at CFC 6 months ago.

At the time, she was working from home and had a team of freelancers she pulled in when necessary but was doing most everything herself. Today she and her team of 4 (a project manager, 2 designers and a part time freelancer) are working from a larger studio environment. And she’s looking to grow from there. Congrats are in order!

If you attended CFC 2012, you might remember Jenn from the 5-minute talk she did called “It’s not for the money, honey.” Well, this year it just might be for the money.

By then, she had already been running her business as a solopreneur for 10 years. There had been growing pains between years 5-8 as she was unsure if she wanted to stay solo and small. Finally she decided to grow. “I wanted a small studio with a couple employees. I thought that vision was 5 years off. Then I went to CFC and made the decision to do it now because I was frustrated with the work flow. I was feeling overwhelmed all the time. The quality of the work was starting to suffer and if I didn’t take action, I knew it would get worse.”

Her stated goal last June: “I wanted to grow beyond just me….” But she wasn’t sure how. That’s why she went to CFC. “Attending CFC was really the jumping off point for all this. Everything I learned there I soaked in like a sponge, from speakers and from attendees.”

Listen to the podcast to find out exactly what she learned and how she took the leap of faith to grow.