In John Jantsch’s excellent book, Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide, the author writes, “If you get nothing else from this book, get this: you are in the marketing business! Marketing is an all-encompassing outlook that must inform every activity of your business.”
I believe this is true, in which case I’m in danger of flunking Marketing 101. Santa, can you help?
I’m a freelance speechwriter, transplanted from the East Coast to the Midwest. In Connecticut, where I had lived and worked all my life, I had great contacts and plenty of speechwriting assignments. In Indiana, my home now, I have few contacts and few speechwriting assignments since I revived my speechwriting business here in the spring.
I’ll be frank. It’s hard for me to market myself. (I know – like it’s easy for everyone else). So my New Year’s resolution is to make marketing part of everything I do. And, most importantly, to make it less about my own fears and more about the communications challenges faced by potential clients and how I can solve them.
Toward that end, I plan to:
• Identify specific industries/businesses I want to write for (I’ve already done some of this work).
• Research the companies to learn about their products, services, leadership, challenges and more. (ditto)
• Step up my attendance at local meetings of PRSA, IABC, the American Marketing Association (AMA) and other groups to which I belong. More importantly, to volunteer to serve on a committee, plan an event, take on a task for the organization.
• Identify contacts on LinkedIn, the IBM alumni network and speechwriting groups for potential entrée to communications decision makers in my target companies.
• Explore venues in which to advertise my services. These might include the Indianapolis Business Journal and the Columbia Club newsletter. The Columbia Club is an Indianapolis institution similar to the Harvard Club in NYC, providing business, networking and social opportunities. I have just become a member.
• Explore venues at which I might speak about the profession of speechwriting, including PRSA, IABC, AMA, Smaller Indiana and the local chapter of the National Organization for Women in Business.
• Learn more about SEO for my speechwriting blog, www.starkscommunications.com/blog.
• And then, dear reader, commit to do at least one thing every day that directly relates to getting business – making a phone call, following up with a contact, writing a letter, attending a networking group.
Then, when I write about my New Year’s resolution for 2011, it may be to take a vacation to a sunny clime to recharge after a year filled with new clients and new challenges. May it be so for all of us.
Merry Christmas.
{ 4 comments… read them below or add one }
Your blog brightened my gray, Midwestern day. Santa Claus often arrives if we don’t lose hope. Keep the faith! Everything is gonna work out.
An email newsletter, pay-per click advertising, and a Facebook Fan Page are all relatively easy and inexpensive ways to spread the word about your services. Video of your speeches being delivered would also be a powerful tool.
Short YouTube videos educating people about what makes a good speech or how to prepare for a speech would help to establish you as an expert.
I like your commitment to do at least one marketing-related activity a day. Marketing is about being consistent with your tactics and your message.
Do you have a niche – inspirational, funny, motivational? Position yourself accordingly. Or an industry-specialty? If so, those are natural audiences to target.
Good luck!
Thanks for the mention of the book – you can quote me anytime!
John
As always, a thoughtful and intriguing post! And right in line with our marketing e-conversation of the other day! I like your ideas and plan to copycat them.
I know the New Year will bring abundance and adventure to us if we can keep our heads down and our ears open. Thanks for the inspiration!