Monday, May 3, 2010
Tuesday, March 23, 2010
The Update, and Aftermath of "Fame"
What an amazing time. I can't believe it's been almost a year since my "summer of fame" when I appeared on the cover of the New York Times Real Estate section (Memorial Day weekend 2009) and on ABC News' "Nightline" (July '09).
As a result of all the media coverage, I enjoyed lots of new business from real estate agents, brokerage companies and developers nationwide writing their websites and other marketing materials; I was also sought out by clients in other business categories, from interior designers to pharmaceutical companies...even a mental health clinic and, my favorite, upscale pet supply store, who were interested in my writing services!
But what touched me most the result of my publicity besides the work itself was the outpouring of kindness from people who wanted to reach out. I got kudos from many existing clients who've used my services and felt my recognition was well deserved. I got emails from independent consultants who congratulated my achievement and felt inspired that something positive could come from one's hard work. I got phone calls from other vendors who wanted to join forces and refer each other business. And I continue to get inquiries from people who saw the article or TV segment, saved the information, and were waiting for the right time to contact me.
The question is, what now? How can I follow THAT up? There may not likely be another big media blitz in store, so perhaps I just need to focus on what works - it's what I help my clients do in my work all the time - marketing, consistently. Am I just like the painter who puts off painting his own house because he never has the time?
Well, since I have about 20 years before I can retire (ugh), I need to keep the adrenaline pumping and the ideas flowing. I recently spoke with a marketing expert who feels that marketing is tailored to each individual business. For me, being "salesy" and bombarding contacts with email blasts is not my style. I'd prefer to make personal one on one to those I've worked with, to check in, see if they need me, even ask for their referrals. That's my comfort zone.
Will that create more work for me? For sure, at least in terms of the time I'll have to invest; but hopefully it will also pay off in new business, and will well be worth the effort. To those of you who are continually striving to make time for marketing, join me in the struggle. After all, are we not our own most important client?
As a result of all the media coverage, I enjoyed lots of new business from real estate agents, brokerage companies and developers nationwide writing their websites and other marketing materials; I was also sought out by clients in other business categories, from interior designers to pharmaceutical companies...even a mental health clinic and, my favorite, upscale pet supply store, who were interested in my writing services!
But what touched me most the result of my publicity besides the work itself was the outpouring of kindness from people who wanted to reach out. I got kudos from many existing clients who've used my services and felt my recognition was well deserved. I got emails from independent consultants who congratulated my achievement and felt inspired that something positive could come from one's hard work. I got phone calls from other vendors who wanted to join forces and refer each other business. And I continue to get inquiries from people who saw the article or TV segment, saved the information, and were waiting for the right time to contact me.
The question is, what now? How can I follow THAT up? There may not likely be another big media blitz in store, so perhaps I just need to focus on what works - it's what I help my clients do in my work all the time - marketing, consistently. Am I just like the painter who puts off painting his own house because he never has the time?
Well, since I have about 20 years before I can retire (ugh), I need to keep the adrenaline pumping and the ideas flowing. I recently spoke with a marketing expert who feels that marketing is tailored to each individual business. For me, being "salesy" and bombarding contacts with email blasts is not my style. I'd prefer to make personal one on one to those I've worked with, to check in, see if they need me, even ask for their referrals. That's my comfort zone.
Will that create more work for me? For sure, at least in terms of the time I'll have to invest; but hopefully it will also pay off in new business, and will well be worth the effort. To those of you who are continually striving to make time for marketing, join me in the struggle. After all, are we not our own most important client?
Monday, July 20, 2009
The Dream Continues
Since the day my article appeared in the New York Times on Memorial Day weekend, I've had so many wonderful emails from people who not only want to utilize or inquire about my services, but from others who were inspired, wanted to share their stories, or just wanted to say congratulations. It's amazing how one "event" can make such a great difference in affecting one's life, and the lives of others. The incredible journey has continued with the airing of ABC News' "Nightline" on Monday, July 13. The crew did a wonderful job, and I can't express how touched I am to have been honored in this way. Once again, thanks to all who watched, and reached out. The point to remember: you just never know when life will throw you a blessing (or two :-).
Monday, May 25, 2009
Sometimes Dreams Do Come True, and They Did, in The New York Times of All Places!
It's funny how life works. You go along, feeling lucky enough to have a talent, and to be able to do what you enjoy for a living, and you think that's enough. I love my writing, and feel privileged to have enjoyed the flexibility of working as a freelancer all these years. Then that one day comes along that you never imagined...like something from a fairy tale, and your life changes forever. I had that opportunity this Memorial Day weekend, when I was featured, in all my glory, on the front cover of The New York Times real estate section.
A client of mine found my story interesting - so interesting he said he wanted to pitch it to the paper's editor. I smiled and thanked him, feeling flattered that he felt that way, but thinking inside, oh come on now! Well, a month later I got the call, from a reporter who said the whole department found my story fascinating. Me, yes me. From there it's been a dream, and a whirlwind. I hope you enjoy my story as much as they did. I am still flying high, and still pinching myself.
A client of mine found my story interesting - so interesting he said he wanted to pitch it to the paper's editor. I smiled and thanked him, feeling flattered that he felt that way, but thinking inside, oh come on now! Well, a month later I got the call, from a reporter who said the whole department found my story fascinating. Me, yes me. From there it's been a dream, and a whirlwind. I hope you enjoy my story as much as they did. I am still flying high, and still pinching myself.
Friday, February 20, 2009
Marketing Communication Musts - The Basics
Marketing Communications is a vital element in, and the offspring of, a company's or entrepreneur's overall Marketing plan. Once you establish who you are, what you offer, what your unique value proposition is, who your competitors are, and who your target market is, THEN you can focus on an effective marketing communications strategy. Here are some basic tips beyond that to get you thinking:
Budget Wisely: Create a "Marcom" budget and stick to it, because costs can go on and on if you don't. Define what the most important Marcom activities are for you, which most likely should be:
a) A company presentation, your first priority. Even if you don’t have a website, you can always go to meetings with a good presentation.
b) A website: A must in today's business world. This is your public presence for all to see.
c) Public Relations: do you really need it right now? If you are in the R&D phase – probably not.
d) Marketing Materials: If your company is a start-up you are going to print & re-print again due to new developments. Print on data sheets (easier to replace). Print digitally – it’s cheaper.
e) Trade Shows: Determine what trade shows you can;t afford to miss and budget ahead of time.
Brand Yourself: When considering your image, be creative, check out what your competition is saying/doing, and think about what VALUE you bring your target audience. Decide on a message, and stick to it. If you have chosen a corporate identity and message – keep it unified in ALL of your communications. All your materials should look and say the same thing in one way or another. That's what successful branding is all about.
Hire a Professional: When all is said and done, you have a business to run, so leave the "Marcom" messaging to the experts.
Budget Wisely: Create a "Marcom" budget and stick to it, because costs can go on and on if you don't. Define what the most important Marcom activities are for you, which most likely should be:
a) A company presentation, your first priority. Even if you don’t have a website, you can always go to meetings with a good presentation.
b) A website: A must in today's business world. This is your public presence for all to see.
c) Public Relations: do you really need it right now? If you are in the R&D phase – probably not.
d) Marketing Materials: If your company is a start-up you are going to print & re-print again due to new developments. Print on data sheets (easier to replace). Print digitally – it’s cheaper.
e) Trade Shows: Determine what trade shows you can;t afford to miss and budget ahead of time.
Brand Yourself: When considering your image, be creative, check out what your competition is saying/doing, and think about what VALUE you bring your target audience. Decide on a message, and stick to it. If you have chosen a corporate identity and message – keep it unified in ALL of your communications. All your materials should look and say the same thing in one way or another. That's what successful branding is all about.
Hire a Professional: When all is said and done, you have a business to run, so leave the "Marcom" messaging to the experts.
Monday, January 19, 2009
Social Networking, Marketing, or More Work Than It's Worth?
Ok, so if I didn't have enough to do running a business, a household, and dealing with all the many other ongoing responsibilities of life...enter the phenomenon of social networking/marketing. Don't get me wrong - God bless the Internet for its ability to connect uus and provide unlimited opportunity (especially for a writer like me who now enjoys another whole facet of her business - website content writing!). But on the flip side - there now seems to be an inordinate amount of time spent on updating, chatting, blogging, searching, commenting, the list goes on and on - just to get yourself out there in front of cyber-strangers!
I admit it ... I'm on LinkedIn, Twitter, Facebook, Squidoo, Savor the Success, Ladies Who Launch, TeeBeeDee, and the barrage of other social networking sites out there. Google me and you'll find me all over the place. The truth is, I belabored for hours over creating profiles, making friends, viewing profiles, responding to questions, not knowing just how much an investment of time and energy it would be. The end result? Some great new relationships, and some still questionable. If it helps, I did get a few new copywriting gigs from putting myself out there, so that in itself is proof that the "system" really works. Other than that, I'd suggest "budgeting" your time for social marketing, and really focusing on which outlets you feel are best suited to you and your business. Sure, you can be out there and all over the place, but is the traffic you're attracting really valuable and meaningful? We all have our limits - you decide yours.
I admit it ... I'm on LinkedIn, Twitter, Facebook, Squidoo, Savor the Success, Ladies Who Launch, TeeBeeDee, and the barrage of other social networking sites out there. Google me and you'll find me all over the place. The truth is, I belabored for hours over creating profiles, making friends, viewing profiles, responding to questions, not knowing just how much an investment of time and energy it would be. The end result? Some great new relationships, and some still questionable. If it helps, I did get a few new copywriting gigs from putting myself out there, so that in itself is proof that the "system" really works. Other than that, I'd suggest "budgeting" your time for social marketing, and really focusing on which outlets you feel are best suited to you and your business. Sure, you can be out there and all over the place, but is the traffic you're attracting really valuable and meaningful? We all have our limits - you decide yours.
Friday, November 14, 2008
How Are You (Or Are You) Marketing In This Economy?
Research shows it's not a good idea to eliminate marketing efforts during a down economy just to save money on your bottom line. The reasoning certainly makes sense. A graphic design firm I collaborate with informed me of something really interesting: McGraw-Hill Research found that companies that maintained or increased their marketing efforts throughout the 1981-82 recession saw an average sales growth of 275% over the next five years? But those who cut their marketing saw a paltry 19% sales growth over the same time period.
Keep your name out there, while your competitors hold tight to their wallets. When the market picks up (and it will) you want to be the first people think of. Remember, out of sight, out of mind - people forget quickly when they haven't heard from you in awhile.
Keep your name out there, while your competitors hold tight to their wallets. When the market picks up (and it will) you want to be the first people think of. Remember, out of sight, out of mind - people forget quickly when they haven't heard from you in awhile.
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