By Mandy Shunnarah
Peter Bowerman, commercial writer and founder of WellFedWriter.com, spoke at the Alabama Media Professionals Fall Workshop on Thurs., Oct. 10. While the focus of Bowerman’s talk “Love to Write, But Hate to Starve?” was how to be a successful commercial writer, he mentioned a number of networking and marketing techniques that most any kind of writer can use to find rewarding, high paying work.
In an age where social media reigns supreme, it’s easy to network online, but that doesn’t necessarily make the kind of lasting impression that will lead to more writing gigs.
“You have to proactively network, not just online,” Bowerman said. “People get endorsed by strangers every day for skills they don’t have on LinkedIn, so if you want to leave a lasting impression, you have to contact people directly.”
For many, that’s easier said than done. But, Bowerman argues, contacting people directly can leave a more lasting impression. Bowerman suggests first building a website, then making a list of people and companies who might be interested in your writing services, cold calling those on the list, and, lastly, following up with those who were interested.
“As far as a website goes, you need something simple and effective. You’re a writer, so companies aren’t expecting you to have a perfectly designed website. As long as you have your contact information, portfolio, and what you can do for them on the home page, that’s good enough,” said Bowerman.
From there, Bowerman suggests making a list of people and companies who might be interested in your writing services. Depending on the type of writing you do, the list will vary from well-known publications to industry-specific titles. While various publications may first come to mind, Bowerman encourages writers to think outside the box by contacting graphic designers, marketing firms, PR firms, and companies in industries with which you are familiar because they will need writing services or they will likely know someone in need of writing services.
“Writing is not something that companies are going to outsource to another country. They’re going to need writing services at some point, so they’re going to either use someone in house, hire out through a marketing or PR firm, or use a freelancer. That’s why you network with as many people as you can. If you’re persistent, eventually you’ll catch someone at the right time when they need you,” Bowerman said.
Bowerman warns that while 80% of those you call won’t be interested, they’re usually nice about it.
“People always think calling strangers is scary, but when they actually do it, they find out it isn’t so bad,” said Bowerman. “The more you procrastinate calling, the scarier it is, but when people do it and find out it’s easy, they get on a roll.”
If you fear rejection, Bowerman suggests not putting all your prime prospects on a list to be called all at once. Mix the prime prospects in with some others that you’re not as anxious about to lessen the stress. Additionally, he suggests making realistic goals. For example, if you aim for 40 calls in a day versus three prospects and two jobs, the task will be less stressful.
“The more calls you make the more you’ll be able to keep your list relevant and only contact the people who will need you,” Bowerman said. “Remember that it’s a human on the other end of the phone. If you’re nervous, make a script.”
At some point you’ll call someone who says they’re not currently interested but to keep in touch, and Bowerman says that’s an opportunity to follow up with a postcard. Sending postcards is another way to make a lasting impression.
“Traditional marketing is not obsolete because of social media. Direct mail and brochures are still necessary and effective,” said Bowerman.
When it comes to direct mail marketing, frequency trumps creativity. Bowerman suggests sending postcards every two to four months.
At the heart of it all, remember to keep the focus on what you can do for your client.
“When people buy a quarter inch drill bit, they’re not really buying the drill bit, they’re buying the hole,” said Bowerman. “They don’t want to know how awesome you are, they want to know how you can help them.”
For more information on Peter Bowerman, including examples of his commercial writing and his books, check out his website, WellFedWriter.com.
Mandy Shunnarah is a freelance writer and editor, and an aspiring novelist. When she’s not writing, she can be found reading, learning to letterpress, watching Downton Abbey and Game of Thrones, and finding stray cats to cuddle with. Follow her on Twitter at @fixedbaroque and @awhitewrites.
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