Know-How Exchange : Advertising/PR

I do not believe there is a silver bullet which will get you top of mind association. If I were in your shoes, I'd be thinking along the lines of a series of contacts over time - possibly samples of your work, possibly helpful info, possibly an email newsletter.

And if it were me, personally, I would focus my marketing efforts on Directors of Marketing Communications and Presidents of small companies rather than the trade.

If you want to get my attention, send me a letter. (This shows me that you can afford a $0.37 stamp).

Hi jcrooks,

A couple of thoughts

- Obviously it’s easier to stick with areas where you have experience by product, industry, market, channel etc.

- collateral writing would be similar to web page writing (you mentioned web sites)

- many clients have inhouse capabilities. When their work load is too much for inhouse, they go outside with freelancers and small agencies. Pretty common knowledge. To address this climate, some agencies are positioning themselves as “a resource” for the overflow work. Often clients become sort of half clients meaning billings are only half what the agency might be getting if they were a full account. I suggest you target small agencies known for work in the same areas you are known for. Contact them and ask if they are actively pursuing ongoing project work in the xyz industry. If yes, try to set a meeting with an objective of becoming their overflow resource (or if they don’t have a writer, the primary resource). It will take some time and once you narrow your list it may not be that long. But by focusing and sticking with it, you’re likely to beat at your competitors over the long haul.

Best of luck to you

- Steve

jcrooks,

Click on my name, go to my profile right now, read it and send me an email. Some samples of your work would also be in order, pricing and even some testimonials. Then passionately but geniunely communicate to me why the benefits of working with you will be a rewarding experience and also be a meaningful experience for me. Hope this helps. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE

When I was looking for a freelance copywriter at a prior company, I contacted my network and asked who they had used and liked. I would suggest working through your old contacts as a way to find leads of who to contact.

I know, I didn't answer what you should send, which is what you originally asked. In that end, once I got the names of folks from my contacts, I asked for information from them. On the whole, I wanted less, rather than more. I wanted the details of what industry they had worked for, types of pieces, and costs. Beyond that, I would look at maybe 1 sample.

I'd like to see you increase your active participation in this forum! I've grown to know and trust the contributing members here as they demonstrate their expertise, talent and generosity to the community at large. Being a copywriter, you have the extra advantage of parading how well you COMMUNICATE via your postings.

Go to your Profile page and "subscribe" to email alerts for new postings in several categories. Don't limit yourself to the Copywriting topic, however, because many members post questions that cross multiple categories.

It's not the ONLY channel for getting clients, but I'll bet it's a terrific investment of your time.

Shelley

Hi--
I'm in your exact situation, so here's what I've been doing. I'm dividing up my target and now trying to contact small agencies as SteveB suggested. My USP is that I'm an American copywriter and business translator with a strong Marketing background (I'm in Italy, so that sells pretty well). I have a little newsletter that has links to my online work. It's been tough, and this is only the beginning. But I got my first real "big" break, so hopefully it should be downhill from here.

I've thought about this alot, and the solution is this: there is no immediate solution. You just need to sell yourself the best you can. Chances are, your previous work will do most of the selling. But it's not science, unfortunately. Sometimes you'll click (and get yourself into the prized Rolodex) and sometimes you won't. The reason I get so much work from one of my clients is because he says I'm "simpatica". And that's just fine with me!

Just keep your eye on your goal. You'll get there.

Ciao--
Ricky

Jcrooks,

I would be interested in seeing tear sheets and any other items you think would communicate how you can serve me in your area of speciality. Thanks. Is there anyting else I can do for you?

Your Servant, Deremiah, *CPE