Thursday, January 15, 2009

30-Day Marketing Challenge: Terms of Engagement

Let's just assume that marketing is about both selling the stories you'd love to cover and maximizing your income.

To those ends, we'll be covering ways to make passive income and also ways to make marketing a regular part of your workweek. Some of this, I'll be learning along with you. In other posts, I'll be sharing what's worked to increase my income by 24 percent in 2008.

And finally, an offer: Let's do a literal marketing challenge. Here's my proposal:

Every Sunday, I'll create a post asking you to comment with the number of marketing efforts you made, including:
  • Letters of Introduction
  • Queries
  • Pings or Soft Touches
  • Follow ups
  • Meetings where you pitched an editor in person.
  • Phone pitches
  • Launching a Web site
Keep track, because if you're the winner, I'll ask you to send a list of who you queried, etc., for a modicum of fact-checking. At the end of the 30 days, the person who reported the highest number of marketing efforts will win a one-hour consultation with me. You see, this year, I'm formalizing what I've been doing casually for a few years: Freelance business consulting. I'll share my organizational, marketing, business plan, serenity and other expertise, and if I don't know the answer, I'll find someone who does.

Deal?

So what are you marketing today?

5 comments:

Melanie McMinn said...

Great concept Heather. I look forward to learning from your tips.

GregB said...

Heather, I'm curious about how you're defining marketing. Would, for example, sending out announcements of an award I won count? Or is that something else--self-promotion, perhaps?

Thanks.
Greg

Heather Boerner said...

Greg, I'd say anything where you're reconnecting with an editor counts. So yes, announcing that you won an award. But if it's a bulk email, I'd count it as one point. The point, to me, is to come at it from a lot of different angles and not just rack up points from doing one thing. Does that make sense?

The challenge started on yesterday and will run till the 13th of February. I believe that's 30 days.

GregB said...

Heather wrote, "Greg, I'd say anything where you're reconnecting with an editor counts.So yes, announcing that you won an award. But if it's a bulk email, I'd count it as one point. The point, to me, is to come at it from a lot of different angles and not just rack up points from doing one thing. Does that make sense? "

It's your definition, so sure, it makes sense. Another question follows up, then: what distinction do you make between marketing and sales?

I'm not trying to be difficult; I'm trying to determine how much energy into general self-promotion and how much into pitching specific stories, and where this challenge might fit in.

Thanks!
Greg

Heather Boerner said...

Good question, and I have to say, for myself, marketing includes networking--which is what I consider announcements of awards, pings, etc. For my own personal rules, I send three queries or LOIs a week, no matter what (except last week when I was on vacation). Everything else is important, but the sales part is the only thing where I have hard and fast rules.

I want to include all of it, though, because most of my work has come from networking so that's just as important as anything else.

Does that answer your question?