It is possible to turn your $200 fee to publish a press release in to $2, 000 to carry out an entire PR campaign simply by convincing clients to buy campaigns, instead of individual assignments. Campaigns achieve better outcomes and cost less inside the long-term for clients, compared to individual assignments. And, of course, as the freelancer, you get paid far more for turning out the succession of assignments that assimilate an effective campaign.
Here’s how to flourish your writing sales by convincing clients to buy long-term campaigns, instead of short-term personal assignments.
o Know the short-term and also long-term results. A client approaches that you write a brochure. He may or might not exactly know that his product can also benefit from other forms of promotional pieces, such as ads, direct mail, news releases, websites, and so on, to sell his product or service. Your job is to educate the client. The brochure may be the first promotional piece inside a consortium of promotional items. Here, you must know your short-term and long-term view results of the brochure.
The short-term results are the results the brochure will achieve for that client; and the long-term email address details are the results the brochure will achieve/contribute for the whole campaign. It answers the issues, “How do the outcomes of this brochure fit in the entire campaign? ” and “How can certainly these results be strengthened with other styles of promotional materials? ”
Show the client how a campaign, that’s comprised of a succession of assignments, can achieve — along with exceed — his objectives and outsell and outdo the performance of any single assignment.
o Use “tie-in” products and services. Whenever a client approaches you that has a single assignment, ask yourself what tie-in solutions can supplement the individual assignment. A news release achieves better results whether it is accompanied with a picture. And a press kit — detailed with press releases, photos, brochures, and company information — can perform better results than one particular press release. All of these extra tie-in services be capable of turning writing a single blog post into multiple writing income.
o Offer the “concept in order to completion” benefit. Instead of pitching yourself being a freelancer who can create newsletter copy, pitch yourself as a freelancer who produces updates, from copy to end. You multiply your income by outsourcing parts of the job and supplying a finished product, not a piece in the product. You also can extend your “concept to completion” providers by pitching yourself as being a marketing consultant, in which you make recommendations towards client as to the simplest way to market the newsletter.
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