Thursday, May 31, 2007

 

Networking Choices


Recently a marketing consultant told me, "When clients need income right away, I suggest they go out and network. You don't get the big bucks but you do get some income."

That's a very good distinction. At the networking events I've attended in Seattle, participants tend to offer craigslist type prices. Copywriters charge $75-$85 an hour (and they work by the hour, not the project).

Some people just won't benefit from this kind of 30-second-intro networking. I considered joining a leads group -- the famous BNI -- until they told me, "It will take several months for us to understand what you do."

Let's see...at $370 a a year for membership, plus $48 a month for lunch, that's $658 up front with no guarantees. No thanks!

Recently someone I met at a networking event asked if we could meet for coffee to discuss her website. I said coffee would be great. And I'd love to discuss anyone's website, if they sign up for my copy diagnostic service.

I doubt I'll hear from her again.

What are your experiences? Please share them in the "Comments" section.

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Tuesday, May 29, 2007

 

Talking back to the survey

Recently I attended a networking meeting of a prominent organization of women business owners. We were asked to complete a survey about the organization.

First questions: "What is your business? How much are you earning? How old are you?"

We also got questions about "What kind of car do you drive?" and "What do you hope to gain from membership in the organization?"

As conscientious group members furrowed their brows, I muttered, "If I were still teaching marketing research, I would use this as an example of What Not to Do. If someone turned in this questionnaire, I would give it a C."

"You could offer to help them," a fellow member suggested.

No way. Groups, I've found, want volunteers to stuff envelopes. You get to sit around in endless committees. And if you give away your services free, you don't demonstrate what you know. You demonstrate that you've got time on your hands.

After volunteering to work on a press release, I found the group was considering hiring (and paying!) a professional. So if they want a professional marketing research consultation, they can pay me, too!

If they don't want to pay, they can go to a university marketing department. Some professors will be looking for live examples. But I was a professor myself. Sometimes you get student work that's as good as you'd get from a top consulting firm. Other times, you get what you pay for. And sometimes your group doesn't fit the course's requirements.

But I no longer offer free stuff.

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Wednesday, May 23, 2007

 

Networking: One Size Doesn't Fit All

Marketing Coach "Joy" believes, "Everyone should network. I built a huge seven-figure business by networking."

Marketing Coach "Hi" tells a teleclass, "Forget live networking. I'd never have created a seven-figure business if I'd wasted time at all those lunches."

Now, I happen to enjoy networking. I love hanging out and meeting interesting people. I absolutely love speaking to groups -- any groups. But I'm forced to realize: sometimes I'm just wasting time.

Networking is not a binary question: it's about matching your personal profile with networking events "out there." Here are 5 tests to develop your own Networking Profile.

(1) The Ham vs. Hide Test: Do you rush forward when called on to be the center of attention?

If you enjoy the spotlight, look for events where you can shine as a speaker. These days, I find it's harder: more and more independent professionals want to speak. Some groups limit speaking opportunities to members.

Since I love speaking, I tend to say "yes" immediately. But I've found that some topics will get me on the program (such as "Bragging 101") while others will be more productive in attracting clients ("How to Increase the Marketing Potential of Your Website.")

(2) The Dog Park Test: Can you explain what you're doing - easily - to someone at the dog park?

This test is serious. If you can communicate to someone while you're both trying to keep your dog from eating something unmentionable, you're at an advantage during busy lunch meetings and 30-second intros.

Recently I chatted with a very nice dog owner who happens to be a pet photographer. She takes pictures of pets (but not their owners). She explains her business in 2 seconds or less. She'd do well at any networking event, although she has more work than she can handle.

In contrast, I've talked to copywriters who said things like, "I went to weekly meetings of a group for 7 months. They never figured out what I do for a living."

If you're in the latter group (which I am), you need to show, not tell. Use meetings to get speaking engagements or invite everyone to a teleclass.

(3) Fashion Police Test: Networking groups and events often have strict codes. Best to atend a fefw meetings to see if you'll fit in and feel comfortable.

If this tip sounds superficial and even silly, you have either been staying home or you chose more wisely than I did. Following one event, a woman I'd never seen before sent me a 2-page email suggesting what I needed to wear to win copywriting clients. I stopped reading when I got to the part about "very high heels."

(4) Free Spirit Test: Do you prefer schedule and structure to spontaneity? Do you like looking over your calendar each week, knowing you've got plans?

Or do you like leaving open spaces because "Something may come along…"

Some groups can be pretty rigorous about rules, especially attendance. On the other hand, once you get involved, there's magic in "just showing up." Psychological research demonstrates the familiarity effect. We tend to like people we recognize -- even those we see at the grocery store or bus stop.

(5) Newcomer Test: I've never seen a single article about getting into networking when you're new in town and/or new to your business. We need one.

Although I (literally) wrote the book on moving, I made every imaginable mistake when I moved to Seattle. "Any networking is better than none," I told myself.

Wrong! I now advise everyone to take time to investigate what's out there.

First impressions count. Alas, first impressions can be challenging when you're still navigating your way past your new hair stylist's Big Mistake ("oh...I thought you wanted red hair...") or arriving 30 minutes late to a meeting in East Nowhere. (Don't ask.)

I also learned never, ever to say I needed a service: banking, real estate, mortage or even a vet for the cats. Once you indicate an interest, you risk offending people if you turn them down as you get to know them better.

Bottom Line: For some, networking will be a road to riches. I'll still go out of my way to set up speaking engagements, but I'm now developing creative ways for Virtual Networking, safe from the fashion police. More in future issues.

Readers: When I write so many articles, inevitably some are keepers and some deserve a decent burial. Feel free to email with "Keeper" or "decent burial" in the subject line. The "keepers" go to my blog and/or website.

Sunday, May 13, 2007

 

Testing 1-2-3...


Last week I attended a talk by Atul Gawande, New Yorker magazine columnist, surgeon and author of a new book, Better. (Seattle residents absolutely love book talks. I've seen a full crowd on Saturday night at Elliott Bay Bookstore…yep, I was there too. Must be our rain-drenched brains.)

During his surgical residency, Gawande began wondering, "Why do some medical centers gain enormously better results than others?" For example, the average life expectancy for a cystic fibrosis patient can vary from 33 to 47 years, depending on place of treatment.

Okay, here's the punch line. The top centers measure results. They choose 1 or 2 key indicators. When a patient's progress seems stalled, they take action immediately.

So what's the relevance to content strategy?

For a long time, I've been listening to experts talk about the value of testing and measuring. I had trouble with the logistics. Just how do you set up a test? What do you test? And how do you do all this tracking, anyway?

It turns out my shopping cart offers fairly extensive (and easy) options for testing. I learned some techniques from Christina Hills, the shopping cart queen. http://tinyurl.com/348q2d

In particular, I finally learned an easy way to redirect visitors from those ugly long ad-tracking links. And I've decided to incorporate testing into future copywriting projects, for clients who have (or want to get) the shopping cart. To learn about Christina's ebook and services:


What got me motivated was a remark by someone who gratuitously offered advice. "You need images of your Reports," she said, "for the visual visitor."

Maybe. For a moment I was all set to call my designer and order up a few rounds of graphics. But I came to my senses. Adding images can actually reduce sales for some products and services.

Let's face it. Without testing, we're all at the mercy of casual experts who toss out a casual remark.

"Maybe you should raise prices." In some markets – yes. But some marketers have earned hundreds of thousands of dollars by selling low priced info products, $10 - $20 at a time.

So now I'm on a testing frenzy. And I've made a new vow: Never again will I listen to anyone who offers a marketing opinion without adding a caveat, "But you need to test."

Unscientific, experienced based principle: The more arrogantly someone ventures an opinion, the more you need to test.

For example, I was invited to give a talk at a local venue, but needed a catchy title and topic. My title couldn't mention websites, copy or the Internet. I came up with "Bragging 101: How to toot your own horn and still sound professional." I'll be offering this talk again in June, here in Seattle.

Some folks urged me to buy the domain name (I did) and even make Bragging101 the focal point of my work. After all, both career changers and business people need to brag, don't they?

But I've also given talks with a title like, "Increasing the Marketing Potential of Your Website." Less edgy – but the audience responds with even more enthusiasm -- and a greater sense of what I can do for professionals who want to put their websites to work.

So it's back to the drawing board to test topics. Next test: What do prospects really think of the sleepy cat logo?

Meanwhile, surveys still make a difference. And thanks in

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Wednesday, May 09, 2007

 

The services section

Just what do you do, exactly?

Nearly all my clients are service professionals. They know what they do.

But when we begin working on their websites, we begin to explore a whole range of possibilities. Suddenly what seems a straightforward "what do you do" question becomes a way to gain new insights and ideas.

For example, suppose you're a relationship coach. Typically you meet face-to-face with couples and individuals. You also conduct workshops on weekends. You have programs for women, men and couples.

Now you have to organize the "services" section. You have coaching, workshops, and programs. Or you organize based on individuals or couples.

This is where copywriting becomes content strategy. We would need to consider how visitors make choices and how they find your site.

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