Most of us have written those all-important promotional letters, letting businesses and community organisations know what we can do for them. We tend to focus on how we can help them in their professional communications, web content, marketing materials, press releases and so on …
Here’s an idea that writers often overlook.
It might be worth considering the concept of building partnerships with “influencers”. This typically means that a smaller business makes a connection with a larger company that has an established client base. The connecting business might then provide services that complement those that the influencers already offer to their clients.
The key is to connect businesses that logically work together. The aim is to add value to both.
Lots of businesses already do this successfully.
- Real estate agents join forces with property stylists – offering vendors the option of purchasing interior decoration and ‘staging’ services to attract buyers.
- Hairdressers and manicurists recommend one another’s services and sometimes offer packaged deals.
- The wedding planning industry is expert in the game – often linking with caterers, photographers, entertainers and endless others.
So where do professional writers fit in?
With a little lateral thinking, writers can use the same methods.
Be The ‘Added Value’ Service
- If a printing business or a web-design firm, for example, can suggest your expert writing services to their clients, it will help their business as well as promote yours.
- Coaching and tutoring businesses are often asked if they can recommend a good editing and proofreading service for their students. Why shouldn’t it be yours?
- As a writer, you can do some cross-promotion as a quid pro quo, with the same benefits. I have frequently recommended good printing services (and tutors).
Support Other Writers And Reap The Benefits
- Keep a contact book and pass on any overflow work to other writers. It means that when you are too busy to provide the service yourself, you don’t have to say no. This is the key to keeping clients happy. Make sure that the services provided by your network of writers are similar to yours in terms of quality and price range. Your reputation is involved.
- Your network should include writers who work in entirely different fields. If a client requires a service that is outside your area of expertise, you can recommend someone who can provide it. That’s good business.
Offering this support means, of course, that your contacts will do the same for you. The benefits are obvious.
The Letter To “Influencers”
Obviously you will need to write an effective promotional letter, pointing out all the benefits of forming a partnership with another business for mutual gain.
- Use it to contact potential partners for your business and build your client base.
- Include it as one of the services you can offer potential clients. If you hadn’t thought of using this method before today, perhaps they haven’t either. And even if they have, you are the one with the letter-writing skills! One of my first paid business writing jobs was to compose such a letter for a client who was looking for an “influencer” as a partner.
It’s worth trying … and you have little to lose. I would be interested in hearing from writers who have tried this, or similar strategies.
If you need any help with any of this, please get in touch!