This week, Cheryl Beck asks:
“I am a freelance writer and I am trying to get more business writing clients. I also offer some publicity services because writing is so heavily involved. What I need are ideas to promote myself to get the ball rolling. I can think of campaigns for other companies, but not many for myself as a home-based B2B operation.
“I know business owners are barraged with solicitations every day and most get tuned out so they can get some work done. How can I overcome this? If it helps, I am in the suburbs of Detroit but I live closest to smaller towns and cities. ”
Don’t think of yourself as a “solicitor” – but rather a problem-solver. Several months ago, there was a NY Times article about the horrible writing abilities of some in the business world. Also, as a writer or PR person, its hard to believe it, but some people hate to write. Target a few businesses you would like as clients and offer to solve their problems. Maybe you notice their web content could use some help, or they could use an updated brochure- Let them know you can get it done.
I’m also interested in this topic. So far, I’ve found the best way to promote my services is locally, via word of mouth. Also, I’ve taken some non-paying gigs in exchange for free promotion online and in print publications.
Darcy Silvers, APR
You do exactly what I do in Virginia. My advice? Network, network, network. 1) Join a business networking group like BNI where others can help you build a referral business. 2) Get in front of your target audience. I taught classes in “do-it-yourself PR” and other topics, but of course by the end of the class, they wanted to hire me rather than do it themselves. I also give presentations on writing and PR before executive groups, and write for area newspapers to build credibility. 3) Attend business functions with a unique tag line to brand yourself and attract new contacts 4) Follow up with people you meet. The quicker the better.
Linda Barrett
All the Buzz
Read Peter Bowerman’s excellent book, “The Well-Fed Writer.”
Linda Barrett
All the Buzz
As a marketing and PR consultant for the past 20 years, in order to do the publicity of others, you must set an example yourself. Become involved in your local Chamber of Commerce and network like crazy. Then, promote your business through press releases in the local media. Choose the clients you’d like to serve and go after them by pitching your services through your portfolio of work. Write a column for your local newspaper about PR and/or writing hints.
Pick a niche within your community; don’t try to be the writer for everyone and no one, but become the “go-to-gal” in real estate or law or education or whatever interests you. This will be a slow build as you get started, but once people in that industry realize that you really know your stuff, it will grow faster and with less work on your part.
What made my shop successful was the transition from being a writer for everyone to specializing first in resumes, and then moving into press releases and other marketing pieces for publishers. I certainly don’t turn down assignments outside my niche (unless I feel they’re outside my competency or interest), but I’d say 60-70 percent of my writing clientele is in the publishing industry, and I still write resumes for local clients.
And remember…your community doesn’t have to be local. I have clients on three continents. The Internet lets you identify communities of interest and easily brand yourself in them.
There was a posting in the Grand Rapids Press this week for a freelance writing opportunity. Here it is.
Writer INDEPENDENT/FREELANCE WRITER Creative, flexible, independent, freelance writer sought for variety of story assignments for advertising special sections/projects. Excellent spelling, promotional writing and telephone interviewing skills essential. Must have own computer with e-mail capability. Send cover letter with resume ONLY, NO TELEPHONE CALLS,
also include three writing samples and two references to: Creative Services Manager, C/o The
Grand Rapids Press, 155 Michigan St. NW, Grand Rapids, MI 49503.
The Publicity Hound says:
If you’re looking for freelance writing jobs to keep you busy while you’re drumming up local clients, try Elance.com at http://www.elance.com
People all over the world post jobs they need completed, and they ask service providers like you to submit bids. I’ve used this service to find freelance writers, and it’s terrific.
It isn’t limited to freelance writers. Web designers, copywriters, graphics designers, artists, attorneys and lots of other service professionals can find a wide variety of jobs that are begging for bidders.