Promote Your Copywriting With the Format(s) You Want to Write

Gordon Graham here, with our final installment on making your writing dreams come true with the exciting world of B2B content.

So far this week I’ve urged you to take your writing dreams seriously, to consider the vast opportunity in B2B content marketing, to learn the most popular forms of B2B content, and to pick the format(s) that appeal to you most.

And now, for the question every copywriter asks: How do I find clients?

Of course, you need a LinkedIn profile, and a basic website. After that, you need to start promoting yourself to prospects who could hire you.

What’s the best way to promote?

Consider how some creative people might promote themselves:

Would a cheese-maker build rowboats?
Would a dancer spray graffiti on abandoned buildings?
Would a skywriter send out press releases?

Not if they want to land any clients! No, I believe the best way to promote what you do is to give away free samples.

A cheese-maker should give out free tastes of cheese.
A dancer should perform in the streets or on YouTube.
A skywriter should show the world what he can do with his airplane.

By the same token, a blog writer should create a fabulous blog.

A case study writer should do customer stories about how he helped his clients.

A web writer should create a bang-up website, and show some samples she did for clients.

Some real-world examples …

Veteran B2B copywriter Ivan Levison writes direct-response copy for clients. To promote himself, he’s been publishing a crisp, clear e-newsletter for more than 20 years.

Each edition is a sample of his wonderfully personable style. And any prospect who sees it gets to know Ivan and his stylish writing, all in one swoop.

Another example: To promote my white paper writing business, I thought I should create my own white paper. So I published my so-called “ice cream report” 7 years ago. Last time I checked, it’s been downloaded more than 7,000 times. That’s about 3 downloads a day for 7 years running: a very respectable clip.

Any prospect who gets it hears some of my views and sees how I write a white paper. See how this works?

Sheila C.’s promotions …

Remember Sheila C., who wants to write blog posts and websites for healthcare companies? Following this advice, she decides to build a great website with a smart blog.

She picks a template for WordPress and starts to blog once a week. And, she sets up a subscription form on every page. That’s free up to 2,000 subscribers from services like MailChimp.

When any prospect visits her website or sees her blog, they get a taste of her personality, her knowledge, and her writing style.

In a few weeks, Sheila’s site is up. And one day, she gets her first email from a prospect who needs a website refresh and a blog created. Sheila is on the way to making her writing dreams come true, thanks to B2B content.

Share your comments here.

Good luck making your own dreams come true.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: August 21, 2015

9 Responses to “Promote Your Copywriting With the Format(s) You Want to Write”

  1. Hi Gordon!

    I bought your course just to get a feel for all the formats of B2B copywriting. I remember that we chatted a bit on LinkedIn at the time.

    Like you, I enjoy writing white papers. I went to Elance to get my feet wet and get some experience.That was 4 white papers ago.

    At the same time I polished my LinkedIn profile and focussed it on industries where I had experience.

    Today I landed a major customer in one of those industries, who found me through LinkedIn.

    They want everything you talked about, especially white papers!

    JimBob from Canada

  2. Hi Gordon;

    I have enjoyed your series on B2B Content writing. I have recently done web content writing, on spec for a marketing copy. Some of the content actually has been published on the web already.

    So, in light of the fact that I am going to Bootcamp in October,and am not sure which niche I'm going into, Pam Foster suggested I wait to get a website until after I see what line of work I may be in. Is that good advice? I keep thinking I need that website?

    Thanks, Cissy

    Guest (Cissy)

  3. I have created a blog to promote myself. I am taking steps to get it noticed and hopefully build my business. I think it was the best decision that I ever made.

    Guest (Amy)

  4. Gordon, Thank you for helping me clarify what I want to write. It is too easy to try to be what the client wants because you can and even have experience in writing in many formats. It's like being a pianist just because you are good at it, and not because it is your passion.

    So, I am going to write the way I like and look for clients who will want because of who I am. Thanks for your encouragement.

    Linda Verde in London Ontario

  5. Thank you, Gordon, for this week's information. I looked at Ivan Levison's website and was impressed with all the testimonials. At the same time, it kind of made me panic at the prospect of setting up my own website. As a newbie, it will look decidedly EMPTY compared to other copywriters' websites. I could use some tips on how to make it look less...well, empty. ;-)


  6. I have a niche and I have some information to share with the world. I can share information about Nutrition and diseases prevention. Please help me.

    Guest (Frantz Delva)

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