Ask Doug & Polly: Research Marketing
Question: I am a writing consultant. I started a cold communications company offering my services to communications/marketing managers in professional associations. After more than 2,000 calls, I only landed three part-time jobs. However, I now have a list of at least 600 people who seemed interested in my services. How do you turn that warm interest into at least one personal meeting, and hopefully a sale?
Answer: Marketing can get the initial contract, but to get the job done, you need to know when a copywriting consultant is needed. This is a technique that works.
To become a writer, consider writing a series of articles. Get creative with your content. These include “Pros and Cons of Outsourcing Writing,” “How to Choose a Writing Consultant,” or “What Makes a Good Writing Consultant?” The possibilities are endless. Follow these steps to secure four face-to-face meetings.
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First meeting: interview potential clients for your article; Want to benefit from their expertise. Pledge that it is not a sales call and that you will not print anything identifying their or their organization without permission. Many will accept the meeting. If a potential client declines, ask if you can contact them when writing an article in the future.
Ask the same set of questions to each respondent. Remember, this meeting is about them. The interviewer is an expert. Now is not the time to show your skills. Don't turn the meeting into a sales promotion. Even if someone asks about your services, schedule another meeting to discuss and follow up.
Finally, ask if you have another interview? People will name the names because the process was fun. Also ask if you can talk to him before posting to share your thoughts and get feedback? Most of them agree.
Second meeting: Once you have the content you need, outline the article. Schedule a second meeting with those who have agreed to provide feedback. Your plan should be clear, concise and concise, no more than a few pages. In this meeting, you position yourself as a copywriting expert.
Third deadline: write an essay. Make a list of the people you want to serve. Schedule a meeting with each person you refer to get approval. Most will accept the appointment, but if not, delete the quote. I promised to get admission.
Fourth meeting: Publish the article. Many newspapers, magazines, and online publishers are looking for well-researched, well-written, and thoughtful content. When others read your article, you become an expert in a larger group. Invest in good copies. You can frame it or laminate it. Ask the people you called for a short meeting to provide a transcript.
You are now positioning yourself as an expert with your interlocutors.
Repeat the process. Soon people will call you for help.
Doug and Polly White have a joint interest in Gather, a company that designs, builds, and operates co-working spaces. Polly focuses on human resources, people management, and human systems. Doug's areas of expertise include business strategy, operations, and finance.
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