How to get some direct customers
November 3, 2009
This is not ecommerce related but I felt that as I had spent the time writing it, then I may as well put it out there in case it helps anyone else. I get a lot of calls and emails from people asking how to do this and that and this is a common question.
The question is
“ I work as a freelance copywriter and specialise in writing Press Releases and articles for Article marketing. I get most of my work through companies that provide these services to businesses, i.e I get jobs through middle men. This way I do not get credit for the work I do as my name will not feature as the writer of the press release or article. I have therefore have not been able to build a portfolio of my work. I want to start sourcing for my own work but I am not sure of the best way to go about this. I hope my question is clear, grateful for any advise on how to get my own clients.”
So this person wants to stop working through agencies and get direct customers. A good plan, for he who owns the customer relationship is king! Here is my response…
Pick a niche area to ‘specialize in’. Of course you will still write all types of articles for lots of people but set your self up in an area where you have knowledge and the customer can pay a decent amount. For example ‘medical product press releases’. Then start a blog specializing in this topic and create your own articles talking about how to use PR to promote these types of businesses. Distribute these articles and link them back to your blog.
Then find some SEO keywords to target by using this tool – https://adwords.google.com/select/KeywordToolExternal and try and get listed on the search terms that are relevant for this niche. For example if you write only fashion press releases target ‘fashion press releases’ as a search term. Build this up until you rank.
Then at the top of your blog have a Free Offer – Free 20 minute session how to promote your ‘Fashion/Medical..’ business – just fill in this form.
Do the session on the phone.
During the phone session use the SPIN selling method – http://www.amazon.com/SPIN-Selling-Neil-Rackham/dp/0070511136 ie Situation -who they are. Problem – what’s not working. Impact – What are the knock on causes of their problem, who else is being affected. Negotiation – then say this
‘I have developed a specific series of Press Releases and Articles to deal exactly with – mention the problem they are having – . Would you like to start with just a press release or a press release and an article to start this series?
It should be exciting to be a newbie these days so enjoy it.