The 2nd Pillar of B2B Writing Success: Never Stop Prospecting
I have good news for you! Right now, today, a marketing director of a business-to-business company is looking for a copywriter. She has a project that would be perfect for you. In fact, she would hire you in a heartbeat. The only problem is …
… she doesn’t know you exist.
And, it doesn’t matter that you have a gorgeous website or that you blog like a maniac each week. She hasn’t heard of you. So, she won’t be calling you.
That’s why the second pillar of B2B writing success is so important: Never stop prospecting.
Now when most writers think of prospecting, they conjure depressing images of making humiliating cold calls, or sending awkward emails to a list of strangers.
But prospecting really isn’t like that.
Prospecting is simply introducing yourself and your services to companies that you suspect might have an interest in your services.
Think about that for a moment. You’re not selling, you’re introducing. And, you’re not contacting everyone with a pulse. Instead, you’re focusing on those who — at least to some extent — want to hear from you.
Imagine you’re the marketing director of a forklift manufacturer. You’re launching a new online campaign that requires 40 emails, three landing pages and a myriad of social media posts. (Not an unusual campaign!) Wouldn’t you love to hear from a freelance copywriter who understands industrial products and has specialized training in writing B2B emails?
Of course you would.
Prospecting can take many forms:
- Making calls
- Sending prospecting emails (not spam)
- Getting introductions to prospects
- Cultivating a network of referral sources
- Sending snail mail letters and cards
- Leveraging LinkedIn groups and InMails
There are so many ways to prospect that you’re certain to find a method you’re comfortable with and that gets good results.
When you start out as a B2B copywriter, you’re going to be doing a lot of prospecting until you land your first round of clients. After that, you may ease up on the pedal a bit, but never stop completely. I know a few experienced B2B copywriters whose business, after years of success, suddenly took a nosedive. The reason? They stopped prospecting!
Don’t you ever make that mistake.
Yesterday, I promised to share a simple strategy that almost guarantees you’ll always have more freelance work than you can handle. Here it is …
Find a way to introduce yourself to one new prospect or referral source every day. You can call. You can send an email. You can find a way to get introduced to that person. You can meet them at an online group or live event. There are many ways you can make it happen. Just make it happen!
Trust me. This “one prospect a day” approach works.
Feel free to share your prospecting ideas in the comments
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