When a client of yours recommends your services to someone, you know it is because that client enjoyed working with you. Word of mouth and networking will always work great, especially for freelancers, who most often then not, won’t spend thousands of dollars on advertisement.

[...] Because its purpose is to create a customer, the business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs [...] - Peter Drucker

Three Keys to Success

1. Networking through satisfied customers will give you the best return on your marketing and advertising investment.
2. People are more likely to do business with you if someone they know tells them about you.
3. Give your satisfied customers a good reason to tell others about you and your services, and make it easy for them to do so.

Your Satisfied Customers—Thinking Outside The Box To Create A Network

Your network, goes beyond your current satisfied customers. And includes:

• Current customers
• Past customers from this business or other businesses
• Anyone who has ever done business with you

People who know you from:

• Professional Organizations, such as Chambers, Rotaries, etc.
• Professional Trade Groups, such as the American Marketing Association or the National Association of Business Owners
• Community Groups, such as neighborhood committees and local volunteer groups
• Service or social organizations, such as the YMCA or a bridge club
• Religious groups
• Schools
• Friends
• Your family and their acquaintances

Communicating With Your Network

Being able to communicate with your network is important, and will improve your chances of getting more contracts/gigs and making more money.

Make a complete list of your network:

• Name
• Title, if applicable
• Company, if applicable
• Address
• Telephone number
• Fax number
• E-mail address

Create your communications. At minimum, it should include:

• Business name, address and contact information
• Mission or core purpose (what I do, how you do it and why)
• The core benefit(s) (why should they know and care about my business - what’s in it for them?)
• Your upcoming event or offer (The “yes” question)
• How do they take advantage of this event or offer?
• What do I want them to do (e.g., come to the event and bring your family and friends; use the coupon and share the extras with your family and friends; etc.)

Make your communications personal:

• Personal greeting, when possible
• Personally handed to a member of your network
• Telephone call to a member of your network

Tools to Get the Word Out

Here is a list of tools you can use to improve your visibility and get more exposure, some will cost money, but others are relatively cheap or even free.

• Handouts, variable direct mail or e-direct mail to your current customers
• Newsletters—e or print (be aware of the CAN SPAM law enacted in January 2004)—Web Letters™
• Informational and invitational letters
• Coupons
• Brochures
• Sell Sheets
• Business Cards
• Pamphlets
• Letter (hand signed and a personal greeting - Dear Sue)
• Telephone (this may be impractical to do for your entire list, but you should call your family and friends, at the least)

Set Goals (e.g., 50 a week) And DO IT!

• Grow Your Network
• Keep track of every customer and add them to your list
• Join as many clubs and community groups as possible and be active and productive - people don’t refer names, they refer people they know, trust and respect.
• Don’t join a group to make contacts or to sell something. Those who do, create negative images of themselves and their business or organization.
• Look for organizations you support, believe in and where you can participate actively. Contacts will come to you.

Lewis

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Lewis Green, owner and Principal of L&G Business Solutions (L&G Blog), brings nearly three decades of business management experience. In December 2003, he left a position as Vice President Marketing & Public Affairs with a high-tech company, to start L&G Business Solutions, his third start-up.