Free Networking Meetings Can Lead To Writing Work

Free Networking Meetings Can Lead To Writing Work

Today I followed a Craigslist ad in the community>groups sections that said "Our Clients May Need Your Services."  As I often am I was dismayed to realize that the post wasn't exactly what it had touted itself to be.  But it had value none the less.  It was a meeting to a referral (or networking) group called "I Take The Lead."  It features a ten minute presentation by one business and a chance to mingle, shake hands, and exchange information.  

I am most interested in the potential of meeting clients for Social Tsunami Business Services, my social media consulting business, but to an enterprising freelance writer who doesn't mind spending a few bucks on business cards, these kinds of meetings can be a great place to connect with business owners and professionals from all walks of life.    

Even my little brand of consulting can involve writing for businesses, and while I will probably spend most of my time drawing attention to the breadth of services I can provide through other areas of expertise, writing is still one of the main services I'll offer.  The most significant angle you can take as a freelance writer is business writing which is an all-inclusive term for any type of written communication done in the pursuit of running a company and selling products and services.

Business writing covers a wide variety of niche business-related tasks the freelancer can offer help with.  Marketing materials, pamphlets, advertising copy, and even emails fall under business writing.  Beyond the obvious opportunities of writing sales script, don't forget the freelance writer's Go-To's: Online Content Development, Articles and Blogging.  Nearly every professional and business needs to have a presence online, and some (statistics say most) go to specialists to build the image of their "know how" and add to their credibility.  Someone may also want to save time having an experienced writer answer emails, type correspondence to other businesses, partners, clients, or address complaints in a professional and conciliatory manner in writing.  Business is always full of forms right?  It isn't the most exciting thing to create, but it looks good on resumes and pays.  But how do you find the right person with the right need that you can fulfill?  There are two ways. 

Approach People, Get Information, Probe for problems, Offer Solutions.

(Note of Caution: Probing for a problem is the touchiest of the four goals, and should be handled with subtlety.  Most people will be out to present the best side of their business as possible, which doesn't include telling strangers about any problems that may exist.  In most cases you may learn a bit about what they do, and get their card.  It shouldn't need to be said but I'll go ahead and say it: Don't go asking people if their email response time is from 2 weeks to never, or if they have a mission statement with all the literacy of a third grader, or that their brochure is so littered with typos that it has been selling nothing more than laughs.  Accept the card, and hopefully you'll find these things out using the second strategy.)  

Be outgoing, meet people, and get them talking.  Learn about their business and ask questions with an ear for problems: things they haven't gotten around to writing, processes that are expensively outsourced, things they don't like to do, or things they don't do well.  People that tell you about problems right off the bat probably have a chip on their shoulder, or are having a bad day.  You may even do well to look for the grump in the group.  People also loosen their ties and talk about the negatives and areas you can offer help in when they are outside smoking, waiting for elevators, when they are relatively alone, and after the majority of the group has left and they don't feel so "on stage."  Try to pry a little if you have to while seeming innocently interested in what they do and how their company runs.  If you find a soft spot where your writing can solve a problem or where the writing you can perform can save them time and money, then get ready to offer yourself as an alternative solution.  

When it is your turn to share (which you have politely waited for) give a brief description of your writing business, and then that is when you bring them back to the customer emails that are backing up, the new product that is sitting around waiting for marketing materials, or the employee handbook riddled with typos.  There may be angles for writing jobs that you haven't considered in businesses that you are unfamiliar with, but if your expertise can solve someone's problem, they will be excited to hear about it.

Because what do you do again?  Solve their problems, naturally.   

Second Chance: Follow up, Use Notes, Offer Your Services

Even if you don't get a hook in at the meeting itself, you still have a fistful of business cards.  As soon as you discretely can (at the meeting or just after), jot down notes on the back of each card so you can recall parts of the conversation later.  Focus the notes on areas that your writing or editing might be of service.    Things like the name of their terrier or the bathroom remodel they talked about can warm these leads even further.  Make your message personal if it seems appropriate, but try to recall each person and frame your inquiry according to how you read each person and what their expectations would probably be.

Send an email or make a phone call introducing yourself, what you do, and where you met.  Give a short list of your services (or just mention business writing), mentioning a few components of their business from the back of your card that seem related, and ask if there is anything they might have for you.  If not, thank them anyway and see if it would be okay to check back with them at a later date.  You may call some who say fine but prefer email.  Some may say no that they have other ways of applying for formal positions.   Some may be a little annoyed.  It happens.  It seems simple, but if you are making a call and you’re not experienced in sales it can be somewhat nerve wracking.  Don’t sweat it, just know that it gets easier and write “cold-calling experience” in your resume with pride.  Put the contacts and call outcomes all in a database with their responses and call it your pipeline (If they tell you to stop calling or emailing, I’d suggest leaving them out, wouldn’t you say?).  You have made contact with these people twice now, and if you made a good impression each time the chances they will work with you down the road has increased.

Networking meetings is not the usual route a freelance writer will take.  I think it is important to cover it here and present a strategy for turning face-to-face meetings into business or at least contacts. 

The people a writer meets at local referral clubs and networking meetings are part of a mutual community.  Meeting someone who is a mover and shaker in your own city is worth a thousand friends on Facebook you have never met.  They may not send you boards and buckets on Farmville, but they just may send you a check for your writing someday.