By Elizabeth (Bette) Frick | Fellow
This column explores the joys and challenges of managing your own technical communication business. Please share your experience and ideas. Contact Bette Frick at efrick@textdoctor.com.
In my past three columns, we covered the first 18 blocks on the Marketing Bingo card, available at www.textdoctor.com/wp-content/uploads/2011/07/Marketing-Bingo2.pdf. In those columns, I have tried to show how independents would benefit from a coherent marketing plan. Furthermore, I have tried to make it fun by encouraging you to play Marketing Bingo and learn 25 tactics to incorporate into your plan. In this column, we will cover tactics 19 through 25 (write and publish articles, volunteer in industry groups, network, trade shows, be elected leader of an industry group, offer free consultations and presentations, and get professional awards).
19. Write and Publish Articles
Your goal for writing articles is to establish yourself as an expert, but first, you need a plan. Don’t think of your article or blog or column or musing as a separate, isolated incident. Instead, after you have written a few articles or blogs, step back and see where you are going. Is there a theme? Probably. Then create a master plan around that theme and keep going. Publish the articles yourself (on your blog, in your newsletter, or on your LinkedIn account) or get them published in your local business journal. Soon you’ll move up to national magazines and journals, but always be sure to retain copyright so you can repurpose your content.
Being recognized as a serious writer and thinker is an important goal in anyone’s marketing plan.
20. Volunteer in Industry Groups
What industry groups would provide you the most strategic access to potential clients? If these groups accept vendor members, join one or more, but don’t just show up at meetings and sit next to people and give them your card and tell them how wonderful you are. What’s wrong with this approach?
- You are limited to the people you can meet in person.
- Some people get turned off by such blatant marketing.
- If you can’t always attend the meetings, you’ve missed your marketing opportunity.
Instead, volunteer in some high-visibility positions. Write monthly columns with your name and a description of your business listed as your byline. Chair an important event, sending many emails with your name on them. Volunteer to be a webmaster, a high-visibility opportunity. You will build a critical mass of people who know you because you’ve worked with them. BINGO! Work rolls in.
21. Network
A technical writer recently wrote: "Looking back, I realized that most jobs in my life came about through networking. In the past five years, I have been through two layoffs. In both cases, new opportunities came via networking with former coworkers and with professional association colleagues."
Most successful independents also realize that networking is effective in obtaining referrals and work. Here’s a suggestion though: Instead of seeking help for yourself while networking, interact with others with a personal goal of helping everyone whom you contact.
Let’s say that you meet Jackie at an event. You "interview" her informally to learn what she is trying to accomplish. Then you ask: "How can I help you?" Perhaps you can give her the name of a potential client or someone who could provide an informational interview. You give graciously and freely of your knowledge and contacts. You must not expect anything in return. This is counterintuitive, of course, but giving freely primes the pump for you. I’ve done this for years and 45% of my current business comes from referrals from friends and colleagues.
22. Attend Trade Shows
Full disclosure: I have not had much success with exhibiting at trade shows up to now. But then again, I’m not sure I did the right things in the past. Perhaps I didn’t select the trade show carefully enough or publicize my presence there. Maybe I could have had an interactive PowerPoint show on my laptop to highlight the benefits of buying my services to help draw people to the booth or had better banners and marketing material.
Even if you never exhibit at a trade show, you can still attend a show to do your stealth research on competitors and future clients.
23. Be Elected Leader of an Industry Group
You will receive great recognition and respect by being elected as a leader of an industry group; you’ll also greatly enhance your brand. Your path to election will take a few years and a lot of volunteer work. Professional associations always seek good talent, and you’ll quickly develop leadership skills.
Of course, you must be strategic and decide that it’s the right group to serve as leader. Then, study the organizational chart of the group and map out your path.
Make sure you know why you’re going for the position (and yes, I think "ego" is a fine reason to drive yourself to serve, as long as you accomplish great things for the organization with all that ego energy).
24. Offer Free Consultations and Presentations
If introverts are recoiling from this idea, consider free, low-stress consultations so that you can demonstrate your expertise to individuals or small groups. You will also qualify them as clients in this experience.
On the other hand, extroverts can’t wait to offer free presentations to existing or future clients as a great opportunity to showcase their expertise to many people at a time. Make sure that your handouts contain valuable information and clearly show how to contact you. You’ll get new clients, referrals, and repeat business this way. BINGO!
25. Get Professional Awards and Other Recognition for Your Work
I remember our family’s refrigerator door—it was covered with our school papers, our behavioral awards ("good citizen of the week"), and our Scout badges. Psychologists call it "positive reinforcement." We know it just feels darn good to be recognized for our accomplishments. (Thanks, Mom and Dad, for being excellent models and encouraging us to continue to strive to be better at everything!)
As adults, professional awards bring credibility and respect, which for business owners leads to referrals and repeat business. It’s just plain fabulous to be recognized as an expert in our field. Eventually, it leads to money in the bank, too. BINGO!
We all realize that these awards don’t just happen. Eight years ago, I set an intention to be recognized as an Associate Fellow (and later a Fellow) of STC. Then I strategically performed, volunteered, presented, and published to put in place the credentials to earn that award (not to mention the 40 hours it took to document these activities for the application).
OK, so you’ve figured out what you need to do to earn your reward (and generally, you need to demonstrate breadth of service in many fields and other organizations). You’ve received your award, hopefully with a lot of fanfare and new clothes for the event, etc. What’s next?
You’ll need to implement your own publicity plan for your award. It won’t be enough to merely post a copy of the award on your refrigerator! Here are some suggestions: Post on your website, blog about it, post it on LinkedIn, send press releases, add it to your bio and resume, and start looking for your next opportunity!
Yes, marketing is a lot of hard work. But then, so is starvation, and not nearly as much fun as playing Bingo. And if you are still afraid of failing at any tactic, remember the words of Samuel Beckett, which should inspire all marketers: "Try again. Fail again. Fail better."
Farewell
This will be my last column for Intercom. It’s been a great nine years writing for STC independents, and in the process, I’ve learned more about business and marketing than I could ever have on my own. Thank you for your kind emails and contributions to the column. Special thanks to Betsy Frick, the former editor of this column, who passed on this great opportunity to me in 2003, and to my gentle editor, Liz Pohland.
Elizabeth (Bette) Frick, the Text Doctor (efrick@textdoctor.com), teaches technical and business writing in companies and organizations nationally and edits medical documents. She holds a PhD in English from the University of Minnesota and is board-certified as a medical editor by the Board of Editors in the Life Sciences.
