A Marketing Checklist
for Freelancers and Consultants
By Brian S. Konradt Marketing can be as simple as engaging
in a one minute conversation with another person
or as complex as a $3,000 direct mail advertising
campaign. Everyone has done some type of
marketing in their lives including you.
You may have sold things at a garage sell
that's marketing. Maybe you recommended a friend
to see a movie, which she did. That, too, is
marketing. At your last job interview, you talked
about yourself and how you and your experience
could benefit the company and you got the
job. That's marketing.
But marketing is more than
selling a product or service or yourself
basically, it's getting the person or prospect
interested in what you're selling. And that's not
so easy unless you know exactly how to do
it.
Most people know how to market but not
everyone knows how to market effectively. When
you mail a prospective client a piece of your
promotional material advertising your
availability as a commercial copywriter who is
seeking work and don't get a response, then
that's marketing. But when the prospective client
responds to your promotional material and
requests additional information that leads up to
work, then that's marketing effectively.
Marketing is probably the most ignored and
neglected function of operating a profitable
commercial copywriting business. Copywriters
ignore or neglect marketing because of the
following reasons:
- Marketing must be done on
a continuous if not daily
basis. That eats away 20-30% of your time
each day. Instead of working eight hours
each day for clients, you really work
five or six hours each day for clients.
- Marketing is non-billable
time. When a freelancer stops working on
his client's project to do his own
marketing, he does not get paid for his
time.
- Marketing costs money and
can exhaust your time. A popular
complaint among freelancers is the lack
of time to shoehorn daily marketing into
their daily schedules. Working on lengthy
projects, meeting deadlines, keeping in
touch with clients and managing a
business can place a lot of strain on the
writer. Because of time constraints, many
copywriters market their services in
short, quick "spurts"
that is, they mail out huge amounts of
promotional material at one time when
only necessary.
- Beginners often quit their
marketing efforts too soon because
they're not soliciting responses
immediately. And established
professionals neglect daily marketing
because it's non-billable time and their
existing client-base may be funneling in
referrals and repeat work, so why market?
Whatever you do, never stop your
marketing, even if you have plenty of
clients, lots of work and several
paychecks in the mail. Stopping your
marketing at any time can cause sluggish
sales, lack of clients, and, potentially,
a bankrupt business, in the coming weeks
or in the future.
Marketing is the lifeblood of
your business. Your business does not grow,
flourish or live without marketing. Once you
understand how to market effectively, you'll
increase your chances of running a successful,
profitable copywriting business (or any
business), guaranteed.
Here's a checklist to market any service or
product effectively:
- Marketing is repetitious.
For your marketing to create impact,
build rapport and establish relationships
with your prospects, your marketing must
be repetitious there is simply no
other way. Plan on promoting yourself to
the same prospect at least five times
before you anticipate a response.
- Marketing must interest
the prospect about your product or
service, not just sell it. If you can't
stir up interest about your service or
product, the prospect will junk your
promotional material in the garbage.
- Marketing must be
performed continuously, not infrequently.
Avoid marketing in spurts.
"Marketing, to be effective, must be
done on a continuous basis not
when you feel like it or when you need to
do so," says corporate copywriter,
Joan Berk. "When you market in
spurts, you put yourself at a risk of
having to wait for the results and
scrambling around to find work to meet
payments. If you market each day
or at least every other day it's
much easier to manage, keep track of your
results, and you won't put yourself in a
state of panic when you lose a client or
fall short of a project. You'll have many
inquiries, leads and referrals on
tap."
- Marketing creates impact
gradually not immediately.
Anticipate sluggish results the first
time you market your services, but don't
quit due to poor results. Marketing, to
create impact, builds up gradually, over
time, not overnight.
- Marketing does not focus
on the product or service but
focuses on the benefits of the product or
service, or, in essence, how the service
or product can benefit the prospect.
- Marketing focuses on
soliciting a response from the prospect,
not just the work. If all you do is ask
for work, most likely you will not get it
the first time around, no matter how
qualified you are. To increase the
chances of the prospect outsourcing work
to you, you must also try to solicit a
response, not just the work. Have the
prospect contact you to receive your free
business newsletter, or a free
consultation, or to review a piece of his
material for free. When you solicit a
response, it brings you closer to
securing work from the prospect.
Responses are nearly as important as
getting the work itself.
- Marketing sells solutions,
never your writing services. Prospects
don't care how creative and professional
you write. They only care about one
thing: how your skills can solve their
problems. That's it. If you can't help
the prospect solve his problem, you won't
get the work.
As you put together an
effective marketing plan for your business,
remember the following key points:
First, all marketing strategies come down to one
type of marketing: networking (or some form of
networking). Securing a client is a person-to-
person confrontation. It involves finding out the
prospect's problems and needs, and then
fulfilling them. That's one reason why networking
is the best type of marketing around.
Secondly, you never sell your services to
prospects you sell solutions to their
problems. They don't care how well you do
something they only care what type of
results you can produce for them that'll solve
their problem(s).
Finally, marketing must be repetitious to create
rapport and establish a relationship these
are two essential elements that turn prospects
into paying clients.
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Brian Konradt is the owner and
operator of FreelanceWriting.com
(http://www.freelancewriting.com), a free web
site for writers who want to master the creative
and business sides of freelance writing. Mr.
Konradt is also the owner of BSK Communications
and Associates, a communications and mail-order
business based in New Jersey that operates
MasterFreelancer Web Store
(http://www.masterfreelancer.com).
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