How to Find Work
I had a nice e-mail from a friend today. He's relatively new to the case study game. He asked me to outline my approach to finding case study work.
Here goes...
The first connection.
I have several approaches, depending on where a company is located. If it's local, I'll fish around their web page so I know what the company does -- and if they are using case studies. I identify three companies and then just stop on by. Ambush journalism.
What you want is a meeting in which you explain to them how you can help them increase revenue.
If the company is a long way away, of course I do my introduction by phone. Never e-mail.
Who to talk to.
There's nothing more frustrating than pitching a person who has no budget to hire freelancers. I've found that it's smart to start at least at marketing director -- and go on up to VP. At small companies, I may even pitch the CEO.
The Pitch
The difficult part about pitching case studies is that you are selling yourself.
The best way out of that dilemma is to focus on what the company will gain from hiring you. Sometimes I begin with the subject of case studies, but most often I initiate the idea of effectively reaching the customer.
I try to avoid painting myself into a corner. Keep the subject centered how it's critical that the company stay clear of chest-beating, while still getting its message out.
If you're new to writing case studies, bring your samples with you. If the customer asks to see your work, simply hand them your samples. Yes, it would be cool if you had 50 of them, but you don't. Most often, the customer won't ask for references or a lot of work history.
Handling Frustration
Yes, I too get my feelings hurt by rejection. I've been doing this for awhile and still don't get people banging at my door. I have to continue to look for more clients.
I always push for the meeting. I leave three or four voicemails before taking another number.
I try not to take rudeness personally.
Where to Look for Work
So, we've already divided our companies up into local and all others.
But where else to look? Keep in mind that this marketing stuff is all about building relationships. I look for people I can speak with directly.
Contact web design firms and speak with the owner. Let them know who you are. These companies often interface with clients who need a case study done. Of course, tell them that you specialize in case studies, but are adept at all types of marketing writing.
Also get in touch with PR and advertising companies. Press for the meeting.
Don't Quit Before the Miracle
Life seems to make more sense when a) you're looking at someone else's path b) you're looking backward at your own life.
I'd like to say I planned out my life but I'd be lying. I have a tough time just figuring out what's for dinner.
What I am pretty good at is staying on track. When I left music to pursue a career in journalism, I had no idea that I'd parlay feature writing skills to case studies. It does make sense in retrospect but, at the time, I was just scrambling.
Likewise when I was hired at Seagate. I just got a call from a friend who suggested I call a woman at Seagate. I did and got hired. Worked there six years until I got laid off.
Yep, got laid off during the height of the dot com bubble burst. Great.
That's all ancient history now. I kept with it. I suggest you do the same.
Hope this helps.
Anyone out there want to share their thoughts?
Here goes...
The first connection.
I have several approaches, depending on where a company is located. If it's local, I'll fish around their web page so I know what the company does -- and if they are using case studies. I identify three companies and then just stop on by. Ambush journalism.
What you want is a meeting in which you explain to them how you can help them increase revenue.
If the company is a long way away, of course I do my introduction by phone. Never e-mail.
Who to talk to.
There's nothing more frustrating than pitching a person who has no budget to hire freelancers. I've found that it's smart to start at least at marketing director -- and go on up to VP. At small companies, I may even pitch the CEO.
The Pitch
The difficult part about pitching case studies is that you are selling yourself.
The best way out of that dilemma is to focus on what the company will gain from hiring you. Sometimes I begin with the subject of case studies, but most often I initiate the idea of effectively reaching the customer.
I try to avoid painting myself into a corner. Keep the subject centered how it's critical that the company stay clear of chest-beating, while still getting its message out.
If you're new to writing case studies, bring your samples with you. If the customer asks to see your work, simply hand them your samples. Yes, it would be cool if you had 50 of them, but you don't. Most often, the customer won't ask for references or a lot of work history.
Handling Frustration
Yes, I too get my feelings hurt by rejection. I've been doing this for awhile and still don't get people banging at my door. I have to continue to look for more clients.
I always push for the meeting. I leave three or four voicemails before taking another number.
I try not to take rudeness personally.
Where to Look for Work
So, we've already divided our companies up into local and all others.
But where else to look? Keep in mind that this marketing stuff is all about building relationships. I look for people I can speak with directly.
Contact web design firms and speak with the owner. Let them know who you are. These companies often interface with clients who need a case study done. Of course, tell them that you specialize in case studies, but are adept at all types of marketing writing.
Also get in touch with PR and advertising companies. Press for the meeting.
Don't Quit Before the Miracle
Life seems to make more sense when a) you're looking at someone else's path b) you're looking backward at your own life.
I'd like to say I planned out my life but I'd be lying. I have a tough time just figuring out what's for dinner.
What I am pretty good at is staying on track. When I left music to pursue a career in journalism, I had no idea that I'd parlay feature writing skills to case studies. It does make sense in retrospect but, at the time, I was just scrambling.
Likewise when I was hired at Seagate. I just got a call from a friend who suggested I call a woman at Seagate. I did and got hired. Worked there six years until I got laid off.
Yep, got laid off during the height of the dot com bubble burst. Great.
That's all ancient history now. I kept with it. I suggest you do the same.
Hope this helps.
Anyone out there want to share their thoughts?
posted by David Leland at 3:59 PM
2 Comments:
Well said. It is the game of numbers, and it matters not whether you cold call, warm call, send direct mail, or hand leaflets out on the street corner.
Okay, maybe not the street corner thing. Though you never know...
Getting the work is simple, but not easy, that's for sure. There is one thing that works every time, though.
Never giving up!
No matter how good you are, you have to prospect. Even the most sought after writers are always looking for work. You have to get past the fear of calling up someone and making the contact. It's not easy.
Case in point. I'm past the fear of calling. I actually find tons of ways to 'find' prospects. I can even get them very interested in my product - closing the sale is where I consistently fail.
David, your plan is fantastic. Going in person to a business is the ideal way of doing it. You'll get more face time.
Great ideas!!!
And Michael's right, Never give up!!!! You're just a heartbeat away from your next job.
April Morelock
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