Think Globally, Act Locally

You know how environmentalists use the phrase "think globally, act locally"? When it comes to marketing a writing business, I believe we should do the same. With modern technology, we're no longer confined to working for people in our immediate geographic area--or even within our own country. At the same time, it never hurts to do some marketing right in your own backyard. Here are some suggestions for doing both.

Think Globally

1. Have a Web site. This seems elementary, but how many people still don't? And, if you have a Web site, does it include samples of your work? Testimonials from clients? These are elements that will help sell you to someone far away who's never met you.

2. Have a blog. Blogging is another way to establish your presence on the Web. It also provides a way to get feedback from others about the things you blog about. As a writer, it seems like a natural marketing tool.

3. Participate in social networks. You never know who you'll meet online. I've discovered a few people through LinkedIn that I had no idea were on there. You may make new contacts, as well.

4. Take advantage of job listings and other opportunities that arise. I've gotten jobs from around the country through online listings. And many of my best-paying clients have been referred to me by other writers. Most of those referrals have been clients outside my geographic area.

5. Stay in touch with people you've worked with outside the area. You may be separated by distance, but all your distant contacts are just an email or a phone call away. Keep in touch with them. Send them cards during the holidays. Just shoot them a note or email to say hi.

Act Locally

1. Join a local writers' organization. I'm fortunate to live in the DC area, where we have a great writers' organization called Washington Independent Writers. The group provides many opportunities for writers to learn, network and socialize. They put on a great annual conference every year. And they have a job bank with very good leads on freelance work.

2. Join a local Chamber or other business-oriented group. Writing is a business and my feeling is that you can't really meet too many people when you're in business. Obviously, you have to use your judgment about where and how much you network, but joining a local business organization is valuable because it gets your name out there, you get to practice your "elevator speech" a lot and it can get you thinking about what services you might be able to offer that you wouldn't have thought of just sitting at home in front of your computer.

3. Go to networking events. Attending networking events can benefit you for the same reasons as joining business groups. People get to know you and what you do (because you're getting your "elevator pitch" down better with each one of these things you go to). They come to trust you. When they need a writer or know someone who needs a writer, they'll think of you.

4. Take a client out for coffee. Sometimes we could all use a break from the grind. Invite a client (or potential client) out for coffee. Get to know each other over a cup of joe. Again, when a project comes up, they'll remember your kindness and personal interest.

5. Don't forget your fellow freelancers. Now and then, touch base with your peers. Meet them at the local coffee shop or, at least, drop them an occasional email. Forming relationships with other freelancers can be very helpful, when a project comes along that you've never handled and think you could, but could use some friendly advice on how. Or if someone asks you to do a project that's outside your expertise area, you can refer it to someone else.

So remember--think globally, act locally. It's more than just an environmental catchphrase.