Marketing tips for writers in tough times -- let's share ideas!

Hello

I've noticed several threads about the recession and how it is affecting us. Quite frankly, I think it is affecting everyone -- no one is "bulletproof" during this time.

But several savvy writers have talked about improving your marketing tactics during this time, so why don't we brainstorm about ideas?

I'll give an example from this past week: I had a new potential client come to me from a bidding site. They thought I was very qualified for the job but didn't like the price I offered. (note: my price was competitive, not sky-high) They asked if I could lower the price.

I countered that my prices already were competitive and that I had strong knowledge in the topic. That is would be hard for them to find that unique combination of a writer with strong knowledge of the topic and a competitive price for a skilled writer. They could feel free to work with a writer for a lower rate, but that might mean content that was not successful for them. If no one reads your content -- you aren't going to make any sales or get anyone to come to your site.

I heard nothing from the client for four days. Today he awarded me the project agreeing that I was right. I think this is a counter that any of us can easily take when placing quotes or bids for projects: you can go with a cheaper writer but that doesn't mean it is going to give you successful content. Unsuccessful content means no sales. No one wants that in this economy.

I'm also working on a free ebook to put at my blog.

What about the rest of you?

Abby

 

I went after a contract with self-supporting government agency and managed to get that. I joined many business groups and I am getting out more and more referrals, leads and calls.

For my regular clients, I've been hitting the SEO and utilizing advertising venues that get more bang for the buck. I do this anyway but with half as much to work with, I've had to be more proactive and creative. They get sales, I get paid on time with a smile.

When presenting marketing plans to my clients, I've offered several referral strategies and free and low cost marketing opportunities that few in their field utilize. When the chips are down, I can really pump out the bold marketing strategies and ads. It happens to be when I get really good. So I've just put those samples in front of people more and using a marketing tactic that is very memorable and it is paying off. I have a hand out that definitely gets noticed and talked about and no one has anything remotely like it. That is until someone copies it.

Take this as an opportunity to shine and it will be remembered.

 

Webgal -- can I ask you, how would implementing a referral thing work with your current clients. I.E. "refer two clients to me and you get 10% off on your next order?" Is that how it would work? Do you send out a specific email to everyone? Is there some type of a time limit on the referral deal?

I'm asking because I've been thinking about doing some type of a special/promotion for regular clients -- and your referral idea sounds very appealing. I think I just need to plan it more. lol I certainly won't copy what you are doing -- but I'd welcome any advice or tips you have to share on implementing a referral thing with your clients.

Abby

 

Actually, I don't offer anything other than doing the same for them. Those who refer me know I am out and about often enough and mention them as partners on projects.

For example, when I do a presentation, I make sure I mention and post on the powerpoint, the name of the graphic designer, advertising sales rep, the newspaper, the client. I'm a good speaker (horrible accountant, though) so that makes me an easy referral. They know I'm going to advertise them as well. I also put samples on my website and send out emails with credits attached. Does that help?

But espressochick, you can offer something in return- an article or a nifty marketing idea. I think people are getting creative. You certainly have the talent to do it. It would be a struggle for others to do what would take you half the time.

 

I'm doing a lot of building on existing sales. It's the same concept used in any sales oriented field:

- A client comes to me to discuss keyword links for his SEO clients.
- I also mention during our conversation that I have content packages ideally suited for SEO services including press releases.
- It's a pretty soft sale since many marketing and design companies are constantly seeking high quality content.

After a bit of time between jobs for a particular client, I refresh his memory by letting him know about a particular special I'm offering or just touching base to be sure the last round of material was what he needed. I've found that many times, former clients need more material, but haven't found the time to pull together ideas and contact me. By giving them a nudge or just an opportunity, I've had a few small pieces and a few pretty large projects come my way.

As I work on such a part-time basis, it's not hard to fill my available time - there's not much of it. I did have a couple of monthly clients step out this month with plans to come back next month, but I was able to fill that void with other projects and a new client or two.

Empty time is a double-edged sword. I'm always searching for it since I have so little (literally less than an hour a day), but when I find it, I get antsy thinking it should be filled at my hourly rate. And to think I used to a pretty laid back person. LOL

 

To offer a bit of a historical perspective, many of the very largest businesses were born in a recession. Even Shoemoney talks about sleeping on the couch of a friend for months after he went under in his 20s. The point is that if you can use the challenges of this time period to grow, you can come out the other side of this well seasoned and with a solid client base to grow forward with.

just my 2 cents

Wayne

 

It has been great for me in that all of a sudden people who were tied up with their very stodgy 'professional' images are now wanting bold concepts. They are really willing to put it out there and they are seeing results. This is what I really love to do. Funny, when things are going well how they are so willing to do pasteurized advertising and once things get tough, they want to do something to stand out.

 

no wonder...there is a very apt saying.....

When the going gets tough......The tough gets going...

Regards,

RightMan

 

nice inputs to learn from this thread, that I can say...

 

Marketing is so simple. Offer something no one else does!

When I first started out with my SEO/writing business, I would commonly give clients 50% or more on a discount. I would casually say they could refer their friends in return, but never forced it. Everyone loved the idea and I actually probably got more referrals than I would have, had I demanded they refer their friends.

Everyone loves to be the good Samaritan when they need to be.

 

I am very much in agreement with Zac above. Be the good Samaritan, help people out and then almost on the side or by-the-by let them know what you do. It works rt and has certainly worked in my short time getting serious out here.

Wayne

 

what the best marketing that you all can do? or just put your service at forum and freelancer site?

 

Forum: Maybe. Depends on your skill level. If you want anything over $20/500 words, you should probably look elsewhere. (Sometimes even less than that! Although, exceptions do occur, and if you are desperate, looking doesn't hurt.)

Freelancer website: Absolutely not. There are far too many competitors willing to work for less money than you. Even one of the highly revered websites, TextBroker.com, pays a great deal less than what most are used to. It's not their fault, it is the fault of the buyer's who want everything for nothing.

I would actually recommend, if time permits, to setup a website and post samples, tutorials, and other posts. Then get your blog out there, get backlinks, and then referrals will come to you.

And we all know once you rank in Google well enough to attract a few thousand hits per day, you can charge whatever you want. There is always going to be a "bite" in 1,000 unique visitors if you are truly offering a good service.

That takes time, however, and you're best off settling for less until then.

Dream big. Keep working for your goals. Network. And when you make money, reinvest it. Don't hold onto it. Don't buy a new guitar and amplifier (Guilty ). Make your money work for you!

(THEN buy the guitar & amp )

 

Another way could be tanking up some money by writing at the going rates and buying an already established blog with a high page rank. All said, you should be sure of your capabilities of maintaining the performance of the block or the website.

 

Or offer something that everyone does, just better. The betterness should be very clear and visible and out there for everyone to see.

I don't hold onto money. I just spend it.

 

Another idea is find end user clients, sell them articles for $15 and pay someone else $5 to write the content. That way you can leverage much more material and utilize your time much more efficiently.

 

That's not being an entrepreneur, it's being a slave owner.

 

Middleman would be the euphemism.

 

The easy answer: Never cease your marketing.

Easy - of course. Implementing this (especially if you're a one person show) can be difficult without knowledge of how you wish to run the business you're in (it's a business, right )

When I consult and provide coaching to business owners, one of the primary questions asked is,

"What are you doing to attract customers - right now?"

Typically the answer is, "Nothing, or we run an ad once a week."

Then I ask, "How many people are calling your ad?"

Unfortunately many don't know that answer.

If you're doing the same thing in your writing business - it's only going to get worse.

Another issue is of course negotiating. The original poster DID NOT back down. This is a good thing. IF you de-value your work, so will others.

P.S.

It's also important to be in contact with your clients at least once a week to find out what's going on (being kept 'in the loop.' People change jobs, that decision maker may be superseded and the task delegated to someone unknown to you. What does this mean? An existing business relationship may be going down the tubes (simply because the new task master doesn't want to be reminded of their predecessors decisions/successes/opinions and wants to establish their own level of power.

PPS: Writers hate cold-calling. However cold-calling does work...

 

It's unfortunate to read your post Expresso. I seriouslly thought that all freelance writers would have no problem with the economy the way it is today. Guess I've been fortunate and all things considered, as writers and the ability for people all around the world to tap into the U.S. online programs there doesn't seem to be a shortage of articles to write.

Good luck with the eBook...

As far as marketing scenarios go, if you get established on Facebook you would be surprised at the business you can pull down. The way they have things setup over there it is definitely geared better for freelancers and online business owners then MySpace. I wish I could share it all but this page isn't long enough. It's just one of those things that if you go over and do it, join groups, look for targeted audiences, use the updates in your profile wisely, it can bring in several jobs.

Good Luck everyone~