Investing fifteen minutes a week dreaming up potential new projects – and pitching them to existing clients – might be a freelancer’s best, most-overlooked new-business weapon.
And in a recent post, I vowed to do that every Friday. And to post the results here.
Welcome to the Underground’s first Fifteen Minute Friday.
Today’s idea?
It’s a little off my normal path (but that’s kind of the point). I work with a engineering/manufacturing client, usually writing brochure copy, trade articles and customer success stories.
This week I stumbled across this excellent, Dianna Huff-written post on Marketing Sherpa about syndicating white papers. And realized that my client – who plays in competitive, technical markets – could use the information.
I’ve written white papers in the past, but it’s not a core part of my business. But reading Michael Stelzner’s Writing White Papers blog certainly has provoked some thoughts.
Starting with the idea that adding a few of the lessons I’ve learned writing years of direct response could make for a more effective white paper.
Still, the point of this whole exercise is to try new things. And – more importantly – to make ourselves indispensable to our clients.
Write It Up.
So I’m writing an e-mail to my client. (It looks a lot like a short query letter, though – given my existing relationship with the client – it’s fairly informal.)
I’m emphasizing not only the marketing potential of white papers, but also the ability to amplify their reach by syndicating them.
Not exactly earth-shattering, but it’s potentially new work for a client who – because they know me – will give my e-mail serious consideration.
They Say No? That’s OK Too.
There’s an upside to rejection. Even if they say “no” to my idea, I’ve established myself as more of a marketing partner than Just Another Vendor.
So there it is. The Underground’s first Fifteen Minute Friday. Have you invested fifteen minutes this week? Care to share an idea in a comment?
[tags]copywriter, freelance copywriter, freelance copywriting, marketing, new business, fifteen minute friday, white paper[/tags]
Comments 4
Tom;
This is a great idea. I think you will be surprised how easy it is to pitch white papers, especially in relation to generating leads.
Here is some fodder for your pitch:
http://www.successful-blog.com/1/the-persuasive-power-of-white-papers/
http://www.successful-blog.com/1/luring-prospects-with-white-papers/
Mike
Thanks Michael. Good resources. I’ve pitched white papers before, and you’re right – they’re not a tough sell.
I admit I avoid white paper work simply because it’s not what I love to do.
And writing about the things you love is a recurring theme here.
Still, I already know the subject matter, and armed with what I didn’t know about syndication, I think it’ll be a good pitch.
Tom, Great post! I’ve done this before — pitch other types of projects to clients — but haven’t taken a systematic approach to it. You’ve given me food for thought.
Thanks Dianna! I’m working on an article about the need for “process” in marketing – something I learned about the hard way in my consulting practice.
Small business needs a process, or things just don’t get done. Nowhere is that more apparent than in new biz work. Have a great weekend.
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