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.
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Good luck making your own dreams come true.