Outreach Without The Obsession
Ilise Benun
Business Coach & Mentor for Designers, Copywriters & Creative Pros. Let me help you get better clients with bigger budgets.
What’s inside this issue: The most freeing outreach mindset | The 4-Step Outreach Campaign | Getting gigs from existing connections
Do you take it personally when someone ignores your connection request?
I recently shared a mind trick to get around it - and got an overwhelmingly positive response.
Here’s what I shared:
And here’s what people said:
It’s so very freeing to forget about that one client, project, or connection that you haven’t heard back from - yet…
Because here’s the thing:?
Although it’s easy to forget, we know that outreach works best when you follow up. Even if they don’t respond to your very first effort.?
In fact, especially if they do.
So let me clarify with this:
Forget about everyone you just reached out to… until it’s time to reach out again.
How long before you should reach out again?
The 4-Step Outreach Campaign
In my “4 Step Outreach Campaign” (from page 10 of the Simplest Marketing Plan), I recommend 4 weekly steps:
Here’s the gist of it:?
Step 1: Send a LinkedIn connection request. Do your research first so you can make it personal.
Step 2: Thank them for connecting. If they accept your connection request, send a LinkedIn message to thank them for connecting and share your elevator pitch.
Step 3: Follow up to “check back in.” Send an email reminder of what you sent in your previous note and invite them to chat.
Step 4: Wrap up. If you don’t get a response (which is likely!), send one last email to offer your services in the future. Bonus points if you invite them to subscribe to your newsletter.
And remember to forget about them between each step. ??
You can find the entire 4-step process, with lots of variations and examples and templates to adapt for your own outreach, in the Simplest Marketing Plan here.?
Forget Those People… But Not These People!
Wait, what??
I know I just told you to forget about your prospects...?
And, yes. Forget about those people.
But don’t forget about the people who are already in your network.?
While you do need to expand and grow your network… don’t do it at the expense of your existing network. Reaching out to people who already know you is one of the fastest “shortcuts” to drumming up work.
In fact, my long-time coaching client, Robert Lodi , just shared a new gig he landed by doing this!
After sending his regular newsletter to his network, a previous client wrote to say:
“Your email made me think I need to reach out to you…”
Keeping in contact with previous clients works! Or, as Robert told me:
“Do some outreach… get a project… hmm…”
“Hmm” indeed!
That’s what I call newsletter magic! ??
Even if you don’t have a newsletter, you can - and should - still keep in touch with previous clients.
Who in your network could you reach out to today? Who knows - one of them could be ready to start a project that’s just right for you.
Not sure what to say to them??
Try one of these 3 super-simple outreach strategies for current or dormant clients from Bob Bly , Ed Gandia and Austin L. Church .
Remember: Marketing works when you do it. Now go drum up some business.
The 4-Step Outreach Campaign in Action
In this Marketing Mentor Podcast episode, scientist and copywriter, Chris Haviland, shares how the 4-Step Outreach Campaign works in action. Listen here.
Find New Clients to Reach Out To… With AI
Watch this to learn one of my new favorite AI tricks for finding new clients to reach out to.
Should You Be Using Case Studies in Your Marketing?
Did you know that one of the most effective but underutilized marketing tools is the case study? That’s my opinion – as well as that of my guest in Episode 498 of the Marketing Mentor Podcast, Casey Hibbard of Compelling Cases. Listen here.
Want More or Better Clients This Year?
Get a Solid Plan and Help with Follow-Through for The Rest of The Year!
Until Next Month ...
Have you ever heard from a potential client long after you’d reached out? Share in the comments below!
Ilise Benun, Your Marketing Mentor – Marketing-mentor.com
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Communications designer - Creative problem solver
10 个月On today's video with Bob Bly's Question 1 "What's working well?", what does this question refer to? Something about a job in process? Something about a job you didn't get? How can we improve if we're not working on anything together at this time? And how does this conversation become a strategy session??And not "salesy?" Please clarify.
Storytelling Coach for Coaches, Speakers & Corporate Leaders | Helping You Use Stories to Influence, Inspire & Sell | Creative Storyteller.
10 个月Thanks, IIise. This is super rich. Good stuff from the part I have read. I will be sure to conclude my reading and implement it.
Word of Mouth Marketing for Professionals
10 个月Great insights as always, Ilise! (I especially liked: "Marketing works when you do it." Amen to that!)