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Transcript of 1-Benun 5 MarketingTools
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marketing-mentor.com @MMToolbox
The Only 5 Tools You Need to Get the Projects You Want
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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
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M A R K E T I N G M E N T O R
@MMToolbox
The Creative Professional’s
Guide to Money
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
There is no such thing
as job security.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
My goal
To show you how to take control over your career
and what it takes to thrive as a self-employed professional.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
You must (and can) take control of
your business/career.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
How?
By identifying your best prospects and pursuing them.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
The key is your mindset.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
“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.”
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Give. Give. Give.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
THE TOP 5 MARKETING
TOOLS
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
(a rant)
Word of mouth isn’t one of them.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
1 YOUR ELEVATOR
PITCH
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
“I help creative professionals find better clients with bigger budgets.”
It’s not about you.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
It reflects a perceived
need. “I help creative
professionals promote their services.”
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
“I work with people who hate to promote
themselves.”
It gets you into a
conversation.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
2 LINKEDIN
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Use it for research
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Use it for positioning.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Use it to connect.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Use it as your blog.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
3 YOUR MARKETING-SMART
WEBSITE
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
It’s not just a portfolio.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox GetTalk.at/Marketing
zilbertsandassociates.com
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M A R K E T I N G M E N T O R
@MMToolbox
It’s not about you.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox GetTalk.at/Marketing
www.connectwithcopy.com
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M A R K E T I N G M E N T O R
@MMToolbox
Speaks directly to your ideal prospects
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox GetTalk.at/Marketing
jilllynndesign.com
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M A R K E T I N G M E N T O R
@MMToolbox
Makes them say, “This is exactly who I need!”
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox GetTalk.at/Marketing
wendywood.com
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M A R K E T I N G M E N T O R
@MMToolbox
4 A SIMPLE OUTREACH CAMPAIGN
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Here’s all there is to it:
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Here’s all there is to it: 1. Introduce yourself.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Here’s all there is to it: 1. Introduce yourself. 2. Follow up.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Here’s all there is to it: 1. Introduce yourself. 2. Follow up. 3. Stay in touch.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
1 THE
INTRODUCTION Getting their attention
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Give. Give. Give.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
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
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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…
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
2 THE
FOLLOW-UP Even if they haven’t
responded yet
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Share. Share. Share.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
• 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
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Follow up the intro email.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Follow up after meeting at an event.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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?
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
After an event where you didn’t
meet them.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
3 THE
CULTIVATION Staying in touch …
for as long as it takes
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
This may feel like “stalking” —
it isn’t anything close.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Give. Give. Give.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Send relevant resources to show you’re thinking of them
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Send relevant resources to show you’re thinking of them
• I found this article on <blank> that may be beneficial as you folks progress
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
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 heard about a web site …
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
5 AUTO-DRIP
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
It’s not about you.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
It keeps you top of mind.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
It cultivates trust.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
Wrap up 1. Decide who you want to work with. 2. Introduce yourself to them. 3. Follow up. 4. Stay in touch.
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
GetTalk.at/Marketing
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
Weekly Marketing Checklist
GetTalk.at/Marketing
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R @MMToolbox
More resources
MarketingMentorPodcast.com Marketing-Mentortips.com
MarketingMixBlog.com
GetTalk.at/Marketing
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M A R K E T I N G M E N T O R
@MMToolbox
@MMToolbox marketing-mentor.com
GetTalk.at/Marketing
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Thank You
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marketing-mentor.com