The 2nd Pillar of B2B Writing Success: Never Stop Prospecting


Steve Slaunwhite

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
  • Networking
  • 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

B2B Copywriting Secrets

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Published: September 23, 2015

7 Responses to “The 2nd Pillar of B2B Writing Success: Never Stop Prospecting”

  1. I have a movie concept, related to the Eminem song "Stan". I endured Traumatic Brain Injury from a drunk driving accident that totally altered who I wanted to become in life. A "Blessing in disguise" I have been intrigued and totally enveloped within his art, that it made me create my own art, sometimes funny, sometimes from the heart, but not about fame or big money. This passion is something I would like to make a career of. I have many ideas ladies, I have no need to know how your O, varies.

    Guest (Kyle Gee)September 23, 2015 at 12:12 pm

  2. Hi Steve,

    Thank you for doing this series.

    For prospecting via email, can you expand on how to do this without violating CASL (Canadian Anti Spam Legislation)? For those of us north of the border (like yourself), how do you send that first email without the risk of being accused of spamming?

    Introducing yourself via email might be construed as spam under CASL because you haven't received explicit permission to contact that person.

    DanielaSeptember 23, 2015 at 1:37 pm

  3. Steve I really appreciate your vitality and your friendship towards me; but I am brand new as of the 21st of September in 2015 and I have not had any training yet and I want to have some idea how to do the B2B before I dive in !

    Ron

    Rons Notes and Bits of WisdomSeptember 23, 2015 at 7:03 pm

  4. Hello Steve,

    Forgive the repetition, but I heard somewhere persistence pays.

    I asked yesterday how and where someone with years of experience in ESL (Teaching English) should look for a niche or target market. Please also note that I want to break out of ESL completely.

    Thanks,

    Ali

    Ali Ebrahimi September 23, 2015 at 11:02 pm

  5. Steve, thank you so much for this piece of information. I watched the webinar, and I learned so much as well as Receiving your helpful e-mails. I have targeted a field; which is, Surfing. I am a World Former Pro Surfer for almost fifteen years, and I also worked as a Head Valet Manager/Attendant for nearly 10 years, so my area will be in either one of them or two of them

    Guest (Jorge Alexander)September 24, 2015 at 12:04 am

  6. Hi Steve, One prospect a day, simple, easy! They can add up fast.

    Imagine the thrill of "who's next?"

    Great tip!

    Amy BSeptember 24, 2015 at 5:50 pm

  7. Dear Steve, Thank you for all the wonderful material you've been sending out. I find the beginning of Wednesday's letter particularly awesome:for a few seconds, I was so carried away I thought some business person was actually looking to hire ME! That's a nugget, this approach/style....

    Claire EricksonuSeptember 24, 2015 at 10:59 pm


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