Stack the Odds in Your Favor: How to Have Perfect Timing When Pitching
By Melissa Breau
Linda and I were at lunch the other day when I mentioned a copywriting client I landed just by following the company’s owner on Twitter.
This now-client had already had several writing projects in the works when I found her twitter handle on a “Top 20” list of entrepreneurs. I followed her. She read my twitter bio, which mentions that I’m a writer. Since she already had a need for someone with my skills, she messaged me and, as the saying goes, the rest is history. I’ve lost count of how many projects I’ve done for her and her company in the year or so since then.
In this case, my timing was impeccable. Often, landing an assignment like that seems like a dream. But the truth is it’s much easier to accomplish than most people realize.
The secret? The same week that I followed her, I also reached out to at least 50 other potential clients.
You Have To Be In It To Win It
Marketing is sort of like roulette. In roulette, the more numbers you bet on, the more likely that little ball will land on one of the numbers you choose. In marketing, the more queries and pitches you send out, the more likely an editor will choose one of the assignments you pitched. That may seem like common sense, but many writers fail to ever sell a story because they never send out a pitch—or they send out “A pitch” and then never send out another one. That’s like placing all your money on one number and then crossing your fingers. If you win, you win big — but your chances aren’t very good.
Here’s another way to think of it—the more pitches and queries you send out, the better the odds become that one of them will be perfectly timed…. that your query will land in that editor’s inbox right after she finds out she’s a story short for the next issue; that your pitch to write blog posts for a corporate blog is seen the same week as a meeting on how the company can get more involved in social media; or, as in my case, that you’ll hit “follow” the same week a business owner decides to redo her marketing materials.
The lotto ran an ad campaign a while ago based on the concept, “You have to be in it to win it.” That saying is definitely true when it comes to marketing. The more marketing you do, the more likely it becomes that the odds will be in your favor. The secret is simply in the numbers.
Up Your Odds
That doesn’t mean, however, that numbers are all that matter. Unlike in roulette, where you have no say over where the ball will stop, in marketing there are a number of factors you control that impact the success of your marketing. Here are just a few (add your own in the comments):
1. Check Your Message
In the case of my Twitter-follower-turned-client, if my Twitter bio hadn’t made it clear that I offered exactly the type of services she was looking for, I probably never would have landed the assignment. The message I put out there was the right one to convince this client to buy. Whatever tools you’re using to market yourself, make sure it’s obvious to anyone who lands on your profile or website—or whatever platform you’re using—what kind of work you do and who you do it for.
2. Reach Out To The Right People
Even though my Twitter bio targeted the right audience, if I hadn’t gone out looking for that audience on that platform, I never would have gained the client. Not only do you have to have the right message, you have to actively pursue connections with people in your audience.
While in my case that meant copywriting clients, if you’re a freelance magazine writer (as many of you are), this may mean editors. While I was the associate editor at Pet Business Magazine, I helped a freelancer land a gig with our publication after connecting with her via Twitter. The facts are that the more connections you have—with the right people—the more likely you are to hear about opportunities, understand the opportunities that already exist, and land writing jobs.
3. Do Your Research
Even once I knew this particular client was interested in my services, I still had to contact her and convince her to buy—so I did my research. I looked into her company, read through the marketing materials she currently had available (including her website) and made myself familiar with the message she was already putting out.
Before asking someone to pay you for something, prove that you understand them and their needs—when you do that, it becomes obvious that you can help solve those needs. This is just as true when writing for a magazine as it is when writing for a copywriting client. Discussing a publication’s voice, its audience, its recent issues/articles and the editor’s role at that publication are all ways you can show you’ve done your research. Not only that, but doing that research will increase the chances that you’ll send a relevant pitch because you’ll better understand that publication’s content.
These are only a few of the things you can do to further increase your odds. Different tactics work for different folks; the key is getting out there and doing them.
What can you do today that can help you land more work? Share in the comment below!
Melissa Breau is a Raleigh, NC-based freelance writer and editor who enjoys long walks on the beach and arguing about comma placement. She spent three years as an editor at a magazine in NYC before deciding to launch full speed ahead into the freelance life. She currently offers copywriting for small businesses and professional editing for authors and is a regular contributor at www.diaryofamadfreelancer.com.
If you liked that post, you might also like:
- Are You Pitching Your Medium or Your Message?
- Do You Want to Market the Easy Way — Or the Way That Will Land You Freelance Writing Gigs?
- Can You Make Money Writing for a Source? Here’s How to Find Out
- 8 Ways to Land New Writing Assignments (Not Just Queries!)
- 8 Ways to Land New Writing Assignments (Not Just Queries!)
Thanks for letting me guest post Linda!!
Thanks for the great post!
I think making yourself an obvious choice is so important to landing work. So often the people looking to buy from us know they need a certain service for a certain project and if it doesn’t look like we can do exactly that at first glance, they move on.
Just this past weekend, I was in the store looking for rabbit treats. The truth is that rabbits, chinchillas, and guinea pigs use a lot of the same materials. However, when a package says that it’s specifically for rabbits, I’m more likely to pick it than one that doesn’t. If you think about it, you have done the same thing when searching for something, too.
Hey Princess!
I couldn’t agree more. A big part of targeting clients is also positioning yourself in a way that makes it clear you offer what they want. Thanks for commenting!
Excellent point, Princess.
That goes hand-in-hand with niche marketing. Many businesses want a specialist in their field. Generalists write; specialists write specifically
While it sounds like that narrows the field, it actually increases the odds of a good-paying assignment.
Steve Maurer
Maurer Copywriting
Hmm… that perspective on niche marketing almost deserves it’s own post. The truth is that people DO like to see that a product/service/etc is made exactly for them—and when it is they’re generally willing to pay more.
Of course, writing in and for one very specific limited market can be even more difficult than writing for a variety—if nothing else it makes it significantly harder to always “write something new,” simply because you’re exposed to that category so often and writing about it regularly (something I know I struggle with in one of my columnist writing positions).
Odd you should say that; I have a guest post going up Thursday on Ali Luke’s Aliventures.com concerning niche marketing and finding yours. (Sorry for the shameless plug, Linda! I hope that’s alright!)
There’s nothing that says you can’t write for more than one market, especially if they’re related somehow. Yes, writing for one market may sound difficult;however, the research necessary to write and article is cut way back.
For example, I’ve been writing blog posts, articles and web content for a data recovery company for the past two years. It can be difficult to keep content fresh, but it’s all part of the freelancing challenge.
Steve
Steve,
You’ll have to let me know when it goes live. Would love to read it.
- Melissa
Fantastic post, Melissa.
After much prodding and cajoling, I was finally talked into both Twitter and LinkedIN. I had always thought it would be like a Facebook for business, kind of like Businessville; boy, was I wrong! It’s so much more. The connections are already building up.
Your three tips are spot on! I’ve printed this one out so that I can check my own marketing strategies and make sure these are included.
Thanks again,
Steve Maurer
Maurer Copywriting
Hi Steve,
Thanks for the compliments … I’m blushing! I’m so glad you found my piece helpful.
Like you, I’m always wary of new social media — and knowing that facebook was terrible (at least in my experience) for B2B, I did my research before hopping on twitter. I followed all the how-tos and quickly realized it was WAY more awesome that I had anticipated; I found one community and then another that I could immerse myself in. I began finding sources for my journalism pieces and small business I could connect with for my copywriting. Right now I’m growing the number of authors who follow me because I also offer editing services… and again I’ve found twitter super helpful.
Now I’m off to go find you on twitter….
Melissa,
You are quite welcome! I see that you found me on Twitter, and I shall do the same. I love the look of your website as well.
If there are any new writers reading this excellent post, I encourage you to get on Twitter, like Melissa says. If you’re not guest blogging yet, you can “Twoot” your own horn by tweeting your latest and greatest article from your personal blog.
Follow both peers (for support and learning) and prospects (for the obvious reasons).
Melissa’s advice on research is VITALLY important. Reread that section and put it into practice.
Steve Maurer
Maurer Copywriting
Thanks again, Steve!
I’m on the verge of publishing my first book and pondering what I will do next. Your blog provides wonderful ways that I can use my growing social media connections to potentially further my writing career. Thanks for spelling out ways that I can increase my odds of being successful.
Hey Sandy — I’m glad you enjoyed the post!
Are you self publishing or going the traditional route for your book? Either way, feel free to hit me up on Twitter if you have any questions — I’ve been in and out of the publishing world and currently work with self published authors as an editor so I’d be happy to answer any questions you have!
My twitter handle is @melissabreau
And if you’re not on twitter, you can email me — my email addy is available on my website (www.melissabreau.com)
[...] In a recent blog post on Linda Formichelli’s Renegade Writer, Melissa Breau talked about how it’s important to have perfect timing when you’re pitching. [...]