Marketing is
key to any business' success. If you don't have any clients, then you don't have a business. But before you go out looking for clients, you will need two things. The first is a business card. This is probably most important piece of marketing and promotional material you will ever use. This little piece of paper will tell people who you are, what you do and how to contact you. It is most common item people will have from your business and it must look professional.Your business cards should have all following:
* Precision cut edges. If you are printing them up yourself buy microperforated stock so no little nubs are visible on edges of card. * Be highly legible. * If you have a company logo, it should be on your card if it is simple enough to be recognizable. * Clearly indicate what it is that you do. * Include your address, phone number, e-mail, FAX number and all other contact information. * Don't print anything on back of your card. If you need more space use a fold-over card. * It should be standard business card size (2" x 3.5") so that it fits into a business card folder and Rolodex. * It should be very different from all your competitor's cards so it stands out.
I would suggest that you start out printing your own business cards. This will let you make changes to layout and information without needing to have new cards printed at a print shop. You can use one of many programs that will design business cards. While I'm no big fan of Microsoft, I do use their Publisher '97 program to create my cards. Then, after you work out all bugs in your card, you can have them printed up professionally.
The next thing you will want to make is a company brochure. This promotional piece will let you go into more detail about what it is that you do. You can include client testimonials, artwork, photographs and much more. I have two that I use. The first one is used as a general handout that goes to all clients first time that I mail something to them. Do be sure your flier fits into a business size envelope. The second one is designed to be passed out at trade shows and other special events. I usually customize this one for audience at event. Recently, I was a speaker at a science fiction convention, so brochure I passed out talked about my ebook "The Writer's Dictionary Of Science Fiction, Fantasy, Horror And Mythology," and how it would benefit science fiction and fantasy writers. Before that, I attended a business trade show. My brochure for this event emphasized my experience writing articles, newsletters and booklets. It's always best to tell your prospective clients what you want them to know. Don't assume that they will deduce something. If you want them to know that you write newsletters, tell them that you write newsletters. This is where customized brochure comes in handy.
Once you have a business card and brochure, then you will need to promote yourself. There are numerous ways to do this, including:
* Creating your own website. * Networking at chamber of commerce meetings, clubs and organizations. Actually, you should network everywhere. This is where your business cards will come in very handy. * Using classified ads and display ads to promote your products and services. * Purchasing mailing lists for direct mail marketing. * Public speaking. Yes, I know it's scary, but it works. * Cold calling, either on phone (it's easier if you make a script to read from) or knocking on doors of potential clients. Be sure to follow up on these first contacts. * Sponsor something. A local sports team or event. * Donate your time and expertise to a charity or city project. You will make excellent contacts, and people will know that you care about your community.
Once you have started contacting prospective clients you must stay in contact with them. As a rule of thumb, you won't get a project from someone until your third to seventh contact.
