There are only two types of people in the world.
- People you know
- People you don’t know (yet).
The easiest marketing you will ever do always involves that first group — people you already know.
These people already know you! I’m betting they like you, too.
Begin your marketing by contacting everyone you know and making them aware that you are looking for new clients.
Yes, this includes friends and family (unless they’re the sort that keep telling you you’re crazy to be a freelancer and ought to look for a job).
Don’t assume because they don’t have a business to market or aren’t an editor that they can’t help you. Who knows who will hear a business owner griping that their website sucks? Or who will get a new job at a company that needs marketing help?
Beyond current clients, friends, family, and co-workers at a current or recently concluded full- or part-time job — there is one particular group of people you already know who should be your prime target.
I’m always surprised at how often the answer is “no.”
How about marketing managers, and other writers you’ve worked with in the past?
Unless you hated each other and it ended in screaming or flaming emails, you should stay connected to each and every one of these people.
Why? Former editors, managers, and colleagues are a great source of referrals.
And referrals just rock.
They’re the marketing that does itself.
Once you let people know you need referrals, they might just send you business.
Beats having to actively market your business, hmm?
You want to get your network working for you, as it’s a real marketing time-saver.
What’s the best way to get started?
My experience is: LinkedIn.
There’s something about this particular social-media platform — it’s the perfect place to get back in touch with former professional colleagues. There’s something casual and friendly, yet businesslike, about the climate on LI.
And sending a message through LinkedIn is a lot less intimidating than trying to call a former editor on the phone. Also more likely you’ll get through to them and get a response.
A lot of writers have told me they feel uncomfortable reaching out to former editors.
But I’ve done it a lot, and my experience is — it’s fun! Sort of like a high-school reunion, only professionally. And virtually.
Your goal should be to simply check in, catch up and find out what they’re up to now. Then, you’ll drop in your news that you’re looking for clients.
Write something along the lines of:
(SUBJECT LINE): (Long time no talk!)(Hi from one of your writers)(Congrats on your new job)(Just found you — would love to catch up)
Hi (editor name)!
I just noticed you are on LinkedIn — I’d like to stay connected with you on here.
I see you’re (still at X magazine/company)(now over at X magazine/company)
I’d love to catch up sometime and hear about what you’re doing now.
Me? (I’ve been working as a freelance writer for X years now)(I just quit my job/was laid off and have started working as a freelance writer)(Basic facts of your freelance situation here — no sob story, please.)
I specialize in (your specialized industries and/or types of writing here). Recently, I’ve really enjoyed (describe favorite recent client or assignment). If you’d like to see, let me know a good email for you and I’ll send you a couple links. Or you can take a look at my writer site — it’s linked from my LI profile.
(OPTIONAL PITCH LINE:) If you hear of anyone looking for a writer along those lines, I’d appreciate your referral.
Let me know if you have time for a quick phone chat!
Sometimes I prefer to wait until I speak to them live or get an email response to make the referral request. With others, I go ahead and put it right in the connection email. Sort of depends on the relationship you had, and how likely it is that you can line up a phone call or will chat further beyond making that LI connection.
That’s all there is to it. Pretty simple, hmm?
Tip 1: Be sure to remove all the stock language LinkedIn provides. Many busy networkers on LI automatically delete any messages that aren’t customized (including me).
Tip 2: Do NOT put any links in your InMail message. These will cause LinkedIn to reject your message.
Tip 3: Set your message so that the recipient is allowed to see your email address. That will allow you to quickly take the conversation off LI and onto your email, where you can send clip links.
Once you’ve connected, try to stay in touch every few months — maybe send them a link to an article of mutual interest.
You might also see what LI Groups the editor belongs to and join, so that you could run across each other in group conversations, too.
The request for referrals does not necessarily pay off immediately. But it can bring you some great new clients.
Why? Good editors tend to travel in herds — they know each other. So if you liked the work you did for one editor, their referrals will probably be good, too.
Referral work can really add up, and cut back on how much active marketing you need to do. My editor referrals brought me over $6,000 of income in the past year — from clients I didn’t have to spend marketing time to find. Other writers I know have ended up with tens of thousands of dollars of work from former-editor referrals.
Trust me, this is the most efficient marketing you will do.
Homework: Are you in touch with your former editors, marketing managers, or writers you’ve worked with in the past? If not reach out on LinkedIn and connect. If you’re already in touch, be sure these connections know you’d appreciate their referrals.
P.S. Next on Marketing 101: Are you invisible?