Effective Self Promotion Rebecca Matter Founder, Wealthy Web Writer Co-Managing Partner and VP Marketing, AWAI
How to Promote Yourself Effectively Four keys to effective self promotion: 1. Have confidence (or be able to fake it!) 2. Have a clear marketing message 3. Know how to find clients who need you 4. Be able to market yourself to them
How to Promote Yourself Effectively Goals for today Tackling confidence issues head on Defining who you are as a writer so you can put together a clear marketing message Learn how to find clients who need you Learn the ways to market yourself Get answers to your questions
Tackling Confidence Issues
Tackling Confidence Issues Common issues I hear from writers: Am I good enough? Can I deliver the goods on time? How much should I charge? What is my time worth to the client? I can t brag about myself (I m too modest!) Getting started I can t seem to pull the trigger.
Who Are You As a Writer? Defining Your Marketing Message
Defining Your Marketing Message Three things you need to define: Your niche What services you offer Tagline and 15-second elevator speech
Defining Your Marketing Message I m a B2B copywriter specializing in online copy for the legal and accounting software market.
Who Needs You? Finding the Right Clients for Your Business
Finding the Right Clients Common questions about prospecting: Who should I talk to? How do I determine if they need a copywriter? How do I decrease the time spent talking to the wrong types of prospects? (i.e. those who can t afford me or who won t hire me anyways)
Finding the Right Clients What we re looking for Real companies. (i.e. not money-making websites) Professional websites. Lots of content. Multiple marketing channels.
How to Determine Value Investigative work What s the purpose of the company? How big is the company? Are they currently spending money to advertise? Do they sell their own products?
Using the Internet to Find Clients Places to research clients The Internet (see webinar on researching) Associations and societies Conferences Membership sites Publications (Print and electronic)
Marketing Yourself to Potential Clients
Marketing Yourself and Your Services Primary ways to market yourself: Social media Online communities and blogs Speaking Cold calling Attending conferences in your niche Email prospecting
Marketing Yourself and Your Services Popular social media outlets LinkedIn most effective use of time. Connect with potential clients. Demonstrate expertise. Facebook Engage with others and potentially build a following. Twitter Good for following people in your niche. Work to build a following.
Marketing Yourself and Your Services Best practices to remember Make sure potential clients are there. Decide the channels you are most comfortable using, and then find people who are successful. Your goal is to build relationships, and demonstrate your expertise and value. Only spend time on what s working. Do something every day.
Do You Need a Website? Yes.
Your Website The basics of a freelancer s website: Homepage Services About Contact Samples* Testimonials* Blog* * optional
Your Website Getting yours up and running quickly: Use WordPress, and possibly a theme designed for freelancers (I recommend ProFramework). Tutorials and roadmaps on WWW. Build Your Freelance Website Webinar Series offered by AWAI. Hire someone to do it for you.
Your Website Things to remember It must look professional. It must sell you. It should target the clients in your niche. It shouldn t make prospects jump through hoops.
Answers to your questions
Promoting Yourself What if I don t live in the U.S.?
Promoting Yourself How do you present yourself if you re just starting out and have no experience?
Promoting Yourself What if you don t have a sales and marketing background? How will you deal with the person when they DO call?
Promoting Yourself How personal should you be on social media? Is it ok to mix business contacts with personal ones?
Promoting Yourself When is it time to move past building a relationship, and onto promoting yourself?
Promoting Yourself When is it time to move past building a relationship, and onto promoting yourself?
Best Practices for Self Promotion Things to remember First impressions are crucial (likability is huge!) You need to be confident. Find the right people to talk to in an organization. Be polite and professional during every encounter. Don t come across desperate. Do something EVERY day to promote yourself. Get advice from people who are where you want to be.
Who to Contact No matter who you talk to Remember to sell yourself!
Time to Go Out and Land Clients Homework: Choose a niche and the services you ll provide. Craft your marketing message. Put up a website if you don t have one. Overcome the confidence hurdles you have. Identify 20 potential clients. Contact. (Or follow up.) Repeat.
Time to Go Out and Land Clients Do something every day Keep your leads warm. Start relationships with new people. Offer help on a LinkedIn group in your niche. Update a page on your website, or your LI profile. Post useful comments on a blog in your niche. Write and submit an article for publication. Research 20 new potential clients.
Thank You! www.rebeccamatter.com askrebecca@awaionline.com