Networking: The Cost of a Connection. Follow Up to Keep from Falling Down.
"Networking is a waste of time," said JoAnne, owner of a busy print shop. "Besides, I advertise in the daily paper."
"Wow, that must be expensive," I exclaimed. "Are you getting results from that investment?"
"I sure hope so!
My advertising budget is about $475 a month but I've never really tracked the results. I guess I should do that.""You should." I replied. "A small business can't afford to waste money on ineffective advertising. But back to your comment about networking: why do you think it's a waste of time?"
"I don't know how to connect with people and make a lasting impression," she replied. "Maybe I should give something so people will remember me."
"Not a bad idea. It's the best way to be remembered. Give potential clients something of value and it's easier to make that follow up call."
"But how much value will make an impression?" she asked suspiciously.
"Good question! But let me ask you this: How big of an impression do you want to make?"
"Enough so I can follow up with a call and they'll remember who I am. Once I've made the connection, the rest of the process is easy. It's making that first connection that's difficult."
"If you knew how many people came to your shop as a result of your advertisement, that would give you an idea of what you're now paying for a connection," I suggested.
"What do you mean?" she asked, her interest rising.
"Well, advertising can be effective if you understand how it works. Most business owners don't, but spend their hard earned dollars advertising anyway. It's a well-worn business tradition. But let's say your $475 a month advertising brings you ten new connections a month. You're basically paying $47.50 a connection or, we can call it a lead. How does that make you feel?"
"$47.50 per lead? That's outrageous! Especially since they may not even become a customer."
"Exactly. But if they do become a customer, $47.50 may not be out of line," I replied. "But it gives you an idea of how much you are paying to get a lead. If you could be more accurate on placing that $47.50, you would have more control over the growth of your business."
"But how do I do that?" JoAnne asked glancing at her advertisement.
"My point was to answer your question about how much &value' should you give to make a connection. First you have to decide how much a connection is worth. People will assess your sincerity on how much value you put into the connection. It's like a handshake. A firm engaging grip says one thing; a wimpy shake says another."
"So give me some examples of how to give something of value from a business that would have impact."
"Discounts for first time buyers are nice," I said, "but everyone does the discount thing. Give something that stands out. A friend of mine gives a copy of his book, nicely packaged in a wooden case, to anyone he wants to do business with. Another business owner gives away CDs with a selection of Celtic music. Then there's the landscaper who brings rose bushes to every networking event he attends and gives them away for free. His cost? $12.95 per bush. He told me that his &bush give-a-way' was the most effective strategy in growing his business. If you were to do that with your $475 advertising budget, you could give away 36 rose bushes a month. Do you think that would be more rewarding than placing an advertisement?
"You see, every business has to generate new leads. Telemarketing, cold calling, advertising are all shots in the dark ... an expensive way to find the specific customer you're looking for. But in a networking situation, you have control over the audience. First of all, you're only going to attend those events that serve your business needs. Second, you're there in person-the power of one-on-one communication. And third, by offering something of value, you are initiating the relationship. It's a powerful way to build a business."
"Wow! That puts networking into a whole new league," JoAnne replied.
"Yes, networking works if you put something of value into it ... more than just a business card or a handshake. It's a powerful tool once you know how to use it."
Luke Vorstermans owns and manages a successful publishing and communications company and is the Editor of Business Dynamics magazine and content contributor to IR Design.
Article Source: http://EzineArticles.com/
Do you want to call the tune instead of paying the fiddler? Then you'd better be prepared to monitor the progress of your projects. While diligent follow through increases your odds for success in all aspects of publishing, it's especially crucial in promotion and sales. Many sound marketing plans flounder for lack of follow up.
Let's start at the beginning. Many publishers solicit advance comments for cover blurbs by sending copies of the manuscript to notables in the field. These are busy people. If you got their permission to send the manuscript in the first place, however, a gentle inquiry about "how are you coming on the book?" usually shakes loose the desired quote.
Of course, you've sent galleys to all the right places. But did you know you could call Library Journal, for instance, about three weeks later to inquire about your book's status? The person to check with is Bebe Thompson, their traffic manager.
What about re-contacting serial/excerpt rights buyers? Be prepared to offer them something new, such as specific reasons why their readers would enjoy a certain section of the book. And be sensitive to items in the news that give you a logical reason to get back in touch with the book clubs to whom you submitted early copies of the book.
Many wholesalers and distributors will place advance orders if you alert them to new titles. (And other times they seem inordinately stubborn about stocking a book at all.) But don't give up.
Keep in front of them with clips of reviews, articles about the author and subject, plus copies of large purchase orders that come directly to you.Speaking of reviews, be sure to follow up on magazines, newsletters, and newspaper editors who reach your target audience. A review here can mean hundreds-even thousands-of full price orders.
By all means show appreciation when someone compliments your book. Those who provide advance comments, write kind reviews or articles, or give you electronic exposure deserve a prompt thank you. While we advocate results-oriented assertiveness, we also believe in gracious acknowledgments of good deeds.
Perhaps the busiest of all recipients are the media, particularly radio and TV producers. They are inundated with literature about prospective guests. No news isn't necessarily bad news. We've had things go astray here more than anywhere else. Follow up calls, though time consuming, often net big dividends-especially if you're talented about verbally pitching the benefits of having your author on the show. Be persistent. We've send as many as four review copies of the book before it landed in the hands of the right person and a booking resulted.
Stay in touch with the contacts you make at major conventions, regional shows, and book fairs. I'm sure you've reinforced what developed for you at the ABA. Be sure to send announcements, catalogs, letters, complimentary books, etc. to appropriate new contacts. Are thank you notes, phone calls, emails, or other networking communications a regular part of your marketing mix? Properly worked, connections made at these events can impact your publishing program for years to come.
No matter what facet of marketing you explore, the squeaky wheel gets more attention. We encourage clients to be politely persistent. Stopping before you get results-or a firm "no"-is like ordering an ice cream cone, then letting it melt onto the floor. Remember the three bywords of meticulous follow through: trace, chase, and place. With this philosophy, your marketing plans are sure to be on a firmer foundation.
© Copyright 2005 Marilyn Ross
Marilyn and Tom Ross are the coauthors of 13 books including the best-selling Complete Guide to Self-Publishing and the award-winning Jump Start Your Book Sales. Through phone consultations and ongoing coaching/mentoring, Marilyn empowers authors and self-publishers to realize their dreams. She can be reached at 719-395-8659 or Marilyn@MarilynRoss.com.
Visit http://www.SelfPublishingResources.com for free meaty information on writing, self-publishing, and book marketing strategies.
Article Source: http://EzineArticles.com/
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