1-benun 5 marketingtools

marketing-mentor.com @MMToolbox

The Only 5 Tools You Need to Get the Projects You Want

M A R K E T I N G M E N T O R @MMToolbox

Ilise Benun

Programming Partner for HOW Design Live

Mentor and business coach exclusively for creative professionals

Author of more than 7 books on creative business

GetTalk.at/Marketing

M A R K E T I N G M E N T O R

@MMToolbox

The Creative Professional’s

Guide to Money



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There is no such thing

as job security.



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My goal

To show you how to take control over your career

and what it takes to thrive as a self-employed professional.



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You must (and can) take control of

your business/career.



How?

By identifying your best prospects and pursuing them.



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The key is your mindset.



“I don’t want to bug them.”

vs.

“I have something to offer that I just know will help them, if only they knew about me.”



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Give. Give. Give.



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THE TOP 5 MARKETING

TOOLS



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(a rant)

Word of mouth isn’t one of them.



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1 YOUR ELEVATOR

PITCH



“I help creative professionals find better clients with bigger budgets.”

It’s not about you.



It reflects a perceived

need. “I help creative

professionals promote their services.”



“I work with people who hate to promote

themselves.”

It gets you into a

conversation.



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2 LINKEDIN



Use it for research



Use it for positioning.



Use it to connect.



Use it as your blog.



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3 YOUR MARKETING-SMART

WEBSITE



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It’s not just a portfolio.


M A R K E T I N G M E N T O R @MMToolbox GetTalk.at/Marketing

zilbertsandassociates.com


@MMToolbox




www.connectwithcopy.com


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Speaks directly to your ideal prospects



jilllynndesign.com


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Makes them say, “This is exactly who I need!”



wendywood.com


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4 A SIMPLE OUTREACH CAMPAIGN



Here’s all there is to it:



Here’s all there is to it: 1.  Introduce yourself.



Here’s all there is to it: 1.  Introduce yourself. 2.  Follow up.



Here’s all there is to it: 1.  Introduce yourself. 2.  Follow up. 3.  Stay in touch.



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1 THE

INTRODUCTION Getting their attention



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Give. Give. Give.



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Rob M, Cartoonist I took the liberty of drawing you a picture

of <their pet>, hope you don’t mind.

Everyone loves cartoons, and I think cartoons like this would be a great

marketing tool for your business — they’d make your business

stand out from the rest.

I have many more ideas for your site. Would you like to discuss how it works

(and how much it costs)? If so, just reply and we can set up a short call.

www.everyonelovescartoons.com



I wanted to reach out and say how impressed I was with your latest <name of their project>. The <media type> was beautiful to look at and I love how it all came together. That’s why I think we may be a good fit.

I’m a local <photographer> and I work with athletic companies (drop a couple of names here) and their agencies, to increase brand awareness with high-production images that push the boundaries for retail and social media.

May I come in and show you some of my work this week or next?

When you are impressed…



When the news prompts an idea

•  Your latest announcement this week about <insert news> got me thinking.

•  I read this week about <news> and it got me thinking about your business.

•  Have you ever thought about <blank>? I’d love to talk more and share some of my ideas with you.



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2 THE

FOLLOW-UP Even if they haven’t

responded yet



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Share. Share. Share.



•  Connect on LinkedIn and share •  Follow on Twitter and retweet •  Follow on Instagram and comment/like •  Follow and share on all platforms they’re on



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Follow up the intro email.



Just following up on my message from last week.

I’d love to work with you on your next trade show booth and have lots of ideas I’d be happy to share.

May I send you samples of work I’ve done for <drop a few names>?

And if now is not a good time, may I stay in touch via email? I have a nifty monthly message I send out with trade show tips.



@MMToolbox

Follow up after meeting at an event.



It was so nice meeting you in Boston at the Design Summit a couple weeks ago.

Now that you’re back at work, I wanted to take a quick moment to let you know I’m here if you ever need a freelance designer to help with overflow work or to give a fresh eye to a project.

I’ve worked with King College on both marketing and advancement projects and recently completed a new view book for CCHS. Don’t miss the interactive version. One creative director commented, “I don’t have to worry when I give you project. I know that it will be done right!”

Would love to continue our conversation. But if now is not a good time, may I stay in touch via email?



@MMToolbox

After an event where you didn’t

meet them.



I came across your name on the HOW Design Live attendee directory and wanted to reach out and introduce myself. I’m a freelance designer who specializes in working with colleges and universities.

I’ve worked with King College on both marketing and advancement projects and recently completed a new view book for CCHS. One creative director commented, “I don’t have to worry when I give you a project. I know that it will be done right!”

My one-pager explains a little more about my higher education specialty and includes a few portfolio samples: <link>

Would love to chat briefly and see if we might be a good fit. If you’re interested, let me know when would be a good day and time to discuss.



@MMToolbox

3 THE

CULTIVATION Staying in touch …

for as long as it takes



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This may feel like “stalking” —

it isn’t anything close.



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Give. Give. Give.



Send relevant resources to show you’re thinking of them




•  I found this article on <blank> that may be beneficial as you folks progress





•  I wrote this article on <blank> and thought it might be helpful






•  I published this white paper on <blank> and thought it might be helpful






•  I published this white paper on <blank> and thought it might be helpful

•  I heard about a web site …



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5 AUTO-DRIP



It keeps you top of mind.



It cultivates trust.



Wrap up 1.  Decide who you want to work with. 2.  Introduce yourself to them. 3.  Follow up. 4.  Stay in touch.



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Weekly Marketing Checklist




More resources

MarketingMentorPodcast.com Marketing-Mentortips.com

MarketingMixBlog.com



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Thank You

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