It Never Works

Let me be the first one to tell you that this is a lie. Simply put, cold calling can help you drum up new business. Are you going to make a sale every time you pick up the phone? Of course not. That being said, you are definitely putting yourself in position to land new clients.

Over the years, I have found some of my best clients through cold calling.

Everybody will be Rude to me

There is no denying that some people will hang up on you. Worse yet, some people will cuss you out and then hang up. But guess what? These people are in the minority. Even when I am told no thanks, most people are friendly and courteous in doing so.

Note: don’t let a few rude people stop you from cold calling in the future. If you get screamed at or hung up on, simply move to the next call.

It Takes a lot of Time

The only phone calls that take a lot of time are the ones that could lead to a project. Otherwise, you are probably on the phone for no more than a minute at the most. People who don’t have any use for you will not keep you on the phone for the fun of it.

By avoiding these misconceptions, you may find yourself falling in love with cold calling!

It should be easy, right?

Forget that some writers, editors, and business owners have major connections and networks. It’s tempting to see them as ‘dollar signs,’ but the truth is, they’re complex people with feelings, busy lives, personalities, and quirks. They’re human beings.

It’s a dream come true when you meet people and you think they’ll help you grow your writing career, but a part of you may wonder…

How authentic are they?

“I look at how closely they respond to the topic versus how many times they segue off to self-promotional anecdotes about themselves. It only bothers me if they’re excessive or pushy about it.” ~ Christina Hamlett, writer/script consultant.

Is it possible to grow my writing career through networking?

The truth is you can become successful without people; however, it could take you longer, and you may not get the results you thought you would. Networking with the right people for the right reasons can lead you to writing opportunities and grow your writing career.

Here’s my experience…

How to network

Has this happened to you?

You attend writers groups, conferences, or other networking events. You join LinkedIn and Facebook, but the people you meet aren’t real.

Huh?

In September 2007, I moved to Chandler, Arizona. In December 2007, I answered a job posting for a blogger and marketing analyst. For a writing sample, I emailed my Edinburgh, Scotland travel article. Long story short, I ‘tested’ for both positions and the owners decided I was better suited for the blogging position. I was thrilled!

As I gained my ‘blogging legs’ and got used to the East Valley, I decided to sign up with Meetup.com. Since I was new to Arizona, I was desperate to make connections. By the way … desperation is a strong perfume that can be smelled from miles away. I don’t recommend it.

I joined a couple of writers groups and business networking groups. It didn’t occur to me that some of the writers/professionals wouldn’t be authentic. Sure, on the outside they seemed warm and inviting, helpful even. But deep down inside they were looking to advance their careers. There’s nothing wrong with this, who doesn’t want to advance their career? But there’s an ethical and not-so-ethical way to do it.

After I took off my ‘rose-colored’ glasses, I knew I had been fooled. Some of the people I met weren’t interested in me as a person, all they saw were dollar signs, or someone who could connect or refer business to them.

What did I do? I changed my approach to networking.

How to find writing clients

The key to finding and retaining writing clients is to develop relationships with people. Don’t see them as a sale. Don’t see them as a way to connect with top editors at magazines. They’re human beings, not commodities.

Many people approach networking from a sales point-of-view. Perhaps, you’ve been asked the following questions at networking events:

• What do you do?
• How long have you been doing what you’ve been doing?
• What made you start your business?
• What’s the number one problem you’re facing as a business owner?
• How can I contact you?
• When can we have lunch or meet for coffee?

These are all sales based questions. There’s nothing personal about it. Why?

Let’s face it; networking is about developing relationships with people. Instead of going in for the sale right away, get to know people. It’s why I do.

Author/writer Nicky VanValkenburgh looks for, “Common ground. Maybe we write about similar subjects or genres. Or maybe they have connections (knowing people in radio, TV or print) that would be willing to have me on their program or write an article about me.”

When I meet people at networking events, I really got to know them. I listen and hear what they have to say. Here are some questions I’ll ask when I meet another writer:

• You mentioned that you grew up in New York City. What was it like?
• I noticed you brought your iPad with you. I’ve been thinking about purchasing one. What do you like about it?
• I think it’s great that you write for non-profits. How did you begin freelance writing for non-profits? What do you enjoy about it?

As you can see, I ask more personal questions. Yes, I want to know about their writing. But I want to get to know them. Why? They may or may not be the ‘right’ connection for me. It’s the same with business owners.

Tip: When I network with people online, I send a personalized email or LinkedIn request.

The best part about my networking strategy is I no longer fear being rejected by others. This is huge! Most people, including me, have had or do have a fear of rejection. But it’s a matter of perspective. Instead of looking as rejection as a negative, turn it into a positive. I now believe ‘rejection is protection.’ Instead of being upset that a business owner doesn’t contact you for freelance writing, breathe a sigh of relief. Why? The project could have turned out to be a nightmare.

How to grow your writing career

I signed up with Reporter Connection, “a free service that connects busy journalists with experts

available for media interviews.” Before I knew it, I was networking with authors, business owners, writers, and editors.

I had the confidence to market my writing services by sending letters of introduction and querying/pitching editors.

The best part about networking is you get to help others grow their career while growing yours at the same time.

It’s exciting to hear about another writer’s ghostwriting deal with a major celebrity, a nomination for an award, or read about them in a magazine. You get to say, “I know so and so,” you get to send them an email and congratulate them on their success.

YOU CAN NETWORK, FIND WRITING CLIENTS, AND GROW YOUR WRITING CAREER!

You can network with writers, editors, business owners, and just about anyone.

Shift your mindset around networking.

“As a graduate of New York University with a degree in Occupational Therapy, I tapped into my hidden talents in 2011 when I authored my first children’s book – Aiden’s Waltz. I have quickly learned the art of networking and the power of the social networks. Through these channels, I have been fortunate to secure radio interviews and postings as an expert contributor on various websites.” ~ Victoria Marin

Don’t think of networking as chore like washing the dishes, something you have to do.

You can meet some cool, interesting people.

You want to help other writers grow their writing career and grow yours at the same time? You want to help business owners increase their online presence, right?

Guess what? You can.

I know it’s scary and you may think people will take advantage of you. Some will, if you allow it to happen. I know there are people who are genuinely interested in helping others. I know because I’ve met them.

I conducted a Q&A with authors and writers such as Christina Hamlett, Nicky VanValkenburgh, and Victoria Marin about networking. I actually met Christina a few years ago when I posted a query on Reporter Connection about screenwriting. Since then our paths have crossed many times. In fact, she asked me to collaborate on a book. I was thrilled to help!

See … You can network with great people.

Have faith and believe in you, your writing, and networking ability.

Start networking or revisit your strategy.

And yes … I mean start today.

About the Author

Amandah Tayler Blackwell is a freelance writer, ghost writer, and creative writer for markets such as travel, magazine, the arts & entertainment, real estate, personal and professional development, and more. She’s collaborated on many eBook and book projects. Amandah’s personal projects include screenplays, YA, fiction, short stories, poems, and non-fiction. Visit Savvy-Writer.com to learn more about Amandah and her writing.

You wake up, get that cup of caffeine, go through your morning ritual, then work through your daily ritual of writing. Marketing? Yea, that doesn’t happen because you’re busy. Yet if you have fifteen minutes to play Facebook games, you have plenty of time to locate new clients and more projects.

Just fifteen minutes – that’s less time than it takes to run to the bank, get your mother off the phone, eat lunch, or exercise. With such a minimal investment in your career, why wouldn’t you make time for it?

Here are just a few ways in which you can spend that fifteen minutes:

Send a letter of introduction.

There’s at least one client you’ve always wanted to work with, right? That Holy Grail client, the one you think of as unattainable, is the first one your introduction should go to. Spend fifteen minutes writing a four-paragraph note.

The first tells that client why you’re writing – to inquire about using you for freelance writing/editing project. The second is your background (briefly—and make it relevant to that client’s business when you can). The third mentions something specific about that client’s business, website, communications, whatever. The fourth asks for the job.

Fifteen minutes later, you have the bones of some ongoing communications.

Find potential clients on Twitter and LinkedIn.

You’re spending time there anyway. Why not put that time to the best use? Use hash tags (#) in Twitter to find clients in your area of expertise. Join LinkedIn groups where those clients hang out.

Use something like a 15/2 rule – for every 15 messages you send, only two should be promotional. The rest should be interacting, retweeting others’ good news, and getting to know your potential clients.

Follow up on your most recent sales.

This takes less time – five minutes perhaps. Go back to those clients whose invoices were just sent and ask if there was anything else you can help with. You might even suggest projects, such as “Have you ever considered a blog to get the word out to your customers?”

Send a “thank you” note.

If you’ve finished a client’s project within the last month, mail them a handwritten thank-you note. Have your business anniversary coming up? Send a thank-you note to your regular clients and those with whom you’d like to work regularly. If you want to increase business, include a one-time discount in that note.

Add a signature line to your email.

How simple is this, yet how many of us include even the most basic contact information? Create a signature and add your slogan to it. One company I work with has their slogan as part of their email signature: “Enhancing your brand from every angle.”

How would you spend your fifteen minutes of marketing?

About the Author

Lori Widmer is a veteran writer and editor with over 15 years of experience in business and corporate writing. Her e-book, Marketing 365, is available at Smashwords. She blogs daily at Words on the Page.

The more times you give out your phone number the better chance there is that somebody will eventually call to discuss your services. With this in mind, you have to be ready to discuss business at a moment’s notice.

Since a phone call can come at anytime, you must make sure you are always prepared. What does this mean?

• Have a “cheat sheet” at your disposal with information ranging from rates to past clients and much more
• Have a list of questions that you will ask any prospect who calls on the phone
• Answer the phone in a positive, friendly tone

If somebody calls you on the phone it is safe to say that they are interested in what you have to offer. As awkward as it may be on you the first few times, remember one thing: it is easier to take a phone call from a prospective client than it is to make a cold call.  Since the person is coming to you, you are the one in the driver’s seat.

Do I need a Dedicated Business Line?

This is a matter of personal preference. For many years, I have had a personal line and a business line. Personally, I would never go back to a one-phone setup. That being said, as long as you are willing to answer your personal line in a professional manner this should not pose a problem.

With this advice, you should find yourself better prepared anytime your phone rings!

With this call, I had to first get through the receptionist. She asked my name and I told her who I was and what I do. With no resistance, she passed me through to the company owner. Wouldn’t it be nice if things were always this simple?

Soon enough, I was giving the owner my pitch. After about 15 seconds he cut me off and said, “I really don’t have time for this today. Why would a need a writer anyway?” As you can imagine, this is a common response so I fired back with a quick “thank you for your time” and waited for his response. “What is your number, just in case I need something later this year?” I gave him this information and we parted ways.

Now for the funny part. It was not five minutes later when my phone rang. Guess who it was? He had overlooked the fact that he needed brochure content for an upcoming tradeshow. Not only did he need the content written but he was on a tight deadline. After a few minutes of discussing the project and negotiating a price, he told me to get started. I cannot help but wonder how he overlooked this detail during our initial conversation.

The moral of this story: don’t get upset or angry when somebody is rude to you during a cold call. You never know when they will need your services in the future.

Here are three potential cold email problems you are sure to face at some point in time.

1. No replies. Put simply, you are not going to hear back from most of the people you email. There are many reasons why somebody may ignore your email. Maybe they don’t want to hire a new writer. Maybe they don’t need a writer. Regardless of the reason, you cannot let this stop you from moving forward.

2. Not interested. In many cases, you will receive a return email. Unfortunately, it will not say what you were hoping for. Instead, you will get something like this: “Thank you for getting in touch but we don’t have any need for your services right now. We will keep you in mind for future projects.” As disappointing as this may be, not all is lost. Many times I have had people come back to me months later when they do need writing assistance.

3. A job is available but it may not suit your requirements. This is more common than many freelance writers believe. Don’t be surprised if you receive a positive response, but the job comes up a bit short in terms of your expectations. If this happens, you can do one of two things: turn the job down or attempt to negotiate a better project (this could mean many different things).

The solution to all of these problems is the same: never give up. Cold emailing is a numbers game. The more emails you send out the better chance you have of receiving a positive reply and landing a new client.

Recently, when working with a few members of my freelance writing course, I was able to come up with the three biggest fears related to cold calling. Once you get over these fears, you will become a master of the telephone.

1. The hang-up. To this, my response is simple: who cares? If you make enough cold calls you are going to get hung up on. While nobody likes this, it is no big deal. After all, you have more calls to make – it is essential that you don’t dwell on this and simply move on.

2. Not knowing what to say. No matter how much experience you have as a writer, once you are on the phone you may freeze up and not know what to say next. To avoid this issue, have a “cheat sheet” in front of you at all times. This is nothing more than notes that can help you push forward when searching for what to say next.

3. Wasting time on something that doesn’t work. There is no denying the importance of implementing a marketing plan that yields results. Just like anything, you should not expect every cold call to turn into a new client. Don’t be surprised if it takes 20-30 calls to get a positive response. There is a lot of rejection involved with cold calling. However, once you make a sale you will be hooked.

Don’t let any of these common fears hold you back!

During my time in the car, driving from one appointment to the next, I began to think about what I really needed by my side and what I could have left at the office. Here is what I came up with.

1. Samples. It is true that many clients want to see samples. That being said, most people never ask me for these when we meet in person. Instead, we talk about my experience and past work and agree that I will forward samples via email at a later time.

While you may never be asked to produce samples, you always want to have these with you just in case.

2. Resume. I keep a nice stack of resumes in a folder that I take to every meeting. Even if the client does not ask to see it, I always hand them one. Not only is this good for conversation during the meeting, but it gives the person something to hang onto and review later on.

3. iPad. Believe it or not, this is something that has saved me many times when meeting with clients. Although everybody has a computer in their office, most of my meetings tend to take place in a conference room. With the help of my iPad, I can show live samples and produce online information on the spot.

If you have been thinking about purchasing a tablet, the ability to take it with you to meetings may be the excuse you need to move forward.

What other items do you take with you when meeting with potential freelance writing clients?

But I don’t have time for marketing! This is a common complaint shared by many freelance writers. However, you should not let this complaint turn into an excuse. If you do, you could be harming your chance of future success.

Need more time to market your services? Experiment with these three tips:

1. Set time aside every day. For example, you may decide that you are going to work on marketing related tasks every day from 12 to 1 pm. When you have time set aside it is much easier to focus solely on this task, without ever missing a beat.

2. Create a marketing plan. If you don’t have a plan you won’t know what to do next. And when you don’t know what to do next, there is a good chance that you will end up wasting time while making no progress. No matter if you are a beginner or have been freelancing for many years, you need a marketing plan that you can rely on.

3. Set goals. By setting goals, you will find it easier to hold yourself accountable. In turn, you will always save time for marketing.

Are you comfortable with “face to face marketing?” In short, this is the act of marketing your services to potential clients in person. No matter the setting – from conferences to chamber meetings – you need to be comfortable selling and marketing yourself in a face to face environment.

Here are several tips to keep in mind:

1. Rather than brag about your accomplishments, detail your past work and explain how it can benefit the client in the future.

2. Let the other person do the talking. When selling your services, you may have the urge to do all the talking while letting the potential client do nothing more than listen. While there is nothing wrong with carrying your part of the conversation, don’t go over the top. Instead, let the other party speak so that you can better craft your responses.

3. Ask questions. Not only does this open up the conversation to both parties, but it will give you a better idea of what the person is looking for. You can then use these responses to better focus the conversation on the right details as you move forward.

At first, you may be intimidated by marketing your services in a face to face environment. However, once you become confident in yourself this can be a lot of fun.