I recently branched out as a freelancer and worked on a B2B
marketing campaign, engaging businesses to join an innovative web-based
platform. At first, it seemed a world away from copywriting, editing or
proofreading, but it soon became clear there are both transferrable skills
involved and valuable crossover lessons.
1. Have a plan
It sounds so obvious, but many freelancers and authors
approach a campaign piecemeal, which can lead to confusion (on all sides!) as
well as dissipated energy for the tasks.
A spreadsheet really is your best friend here, as you can
work out contact dates, organise
propsects (which could also be agents or publishers) based on locality, size of
business or genre. One of the great things about spreadsheets is that you can
sort data to segment your target audience in different ways.
2. Break down your
tasks
Understand the sequence and the depednencies (what needs to
happen first) so that each activity flows into the next. If you plan on sending
out a pitch letter in month two, you need to have it written, edited and signed
off in month one. One solution is to work backwards and ask the question 'what
needs to have happened in order to...'. A word of advice though - make sure you
fully appreciate the time required for each stage / task.
3. Work to the objectives
Yay, you have a campaign planned. But what is it intended to
achieve? Contact, conversions, sign-ups, brand awareness - they are all very
different goals and in each case the plan and tasks need to be tailored to that
individual outcome.
4. Be adaptable
Sometimes circumstances change and priorities have to change
with them. Time, cost, quality or scope can all alter at short notice, each one
of those corners that representation the foundation of your plan will impact on
the other three.
5. Know what's yours
You may be able to influence customers and clients, but you
cannot control them. Predicting their choices is a tricky one too. What you can
do is present your plan and its benefits (you are selling the benefits, right?)
in a way that's professional, unambiguous and appealing. If you've done your
research well enough, that should give you a fighting chance.
6. Measure progress
and success
You need to know when to change tack, or, even better, if
things are going well. What does success look like to you? Is it callbacks, or
requests for a full manuscript, or sign-ups for a trial offer?
Conversely, rejections and refusals can be useful. Is your
message clear enough? Have you targeted the right audience? Have you sold the
benefits?
7. Play to your
strengths
Getting in specialists (marketing, copywriters, web
designers, tech teams, etc.) is not a sign of weakness or failure. It's a sign
of intelligence. Do what you're best at and bring others on board if you need
to.
Columnist, copywriter, and blogger, and more besides.
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