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The Marketing Mentor Podcast

In the Marketing Mentor podcast, Ilise Benun, founder of Marketing-Mentor.com, offers short but meaty conversational interviews with creative professionals who are doing what it takes to stop feast or famine, get better clients and command the fees they deserve – and sharing what they’ve learned.
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Now displaying: October, 2011

Ilise Benun, founder of Marketing-Mentor.com and author of 7 books, including The Creative Professional’s Guide to Money, interviews her clients and other successful creative professionals about what’s working when it comes to the latest marketing tools and pricing strategies. Ilise’s conversational style is friendly and engaging as she presses her interviewees to reveal the details that you don’t hear anywhere else about what exactly they are doing and how it is working. Each episode is a no-fluff chat about the nuts and bolts of how designers, copywriters, photographers and other creatives are doing to grow their business to get better clients with bigger budgets. Topics covered include taking control over your business, ending the feast or famine syndrome, finding your niche, identifying the ideal clients who value your services and can pay what you’re worth, developing your own marketing style and cultivating relationships that will last.

For more, sign up for her Quick Tips at marketing-mentortips.com

Oct 26, 2011

If you know you need a target market—but don’t know where to start, this interview will help. Often, your market is right there in front of you, where you can see a need. Usually, it comes from your past experience. This is where I found my target market (creative professionals) in 1988.

Last week, I shared the story of how I got started with Anderson Smith, who interviewed me on his radio show, 1 Hour Photo, on ArmadaFM. Listen in if you want to hear:

  • Questions to ask yourself to find your market without starting from scratch
  • How I found my market under a pile of paper
  • How the changing economy affected the “need” for marketing
  • How I help clients break old habits and build new ones
  • The steps I take clients through in the 6-month marketing group (http://www.marketing-mentor.com/html/beginnermarketinggroup.html) process 

Listen to this 11-minute interview on the Marketing Mentor Podcast.

Oct 19, 2011

Daniel Pelavin is entering his 5th decade as a typographic designer and illustrator. I had the pleasure of meeting him at the Graphic Artists Guild’s Reboot (http://newyork.gag.org/RRR_Conference/schedule.html) conference. He was pointed out as being “the king of self-promotion,” and of course, I had to find out more. 

Daniel agreed to an interview so I asked him to elaborate on his reference to Copernicus and self-promotion, which I’d never heard in the same sentence before.

Daniel said that through self promotion, you discover that you are not the center of the universe. And when you begin to look at things in terms of your clients and their needs, you gain a lot of power over how you can affect your experience with them.

He also talks about:

The importance of being memorable—and how he does this himself

Why illustrators need clients who are “willing to take a chance.”

Why new illustrators should consider selling carpets, first.

Listen to this 13-minute interview on the Marketing Mentor Podcast.

 

Oct 12, 2011

Recently, I talked with Jim Blasingame, of Small Business Advocate, about proposals. Though we have a slightly different approach (he says don’t miss an opportunity, I say deliver only when you have a real chance of getting the job) we can both agree on this:

Whenever possible, present the proposal personally.

This is, hands down, the best way to ensure that you have a chance to negotiate and continue the conversation, rather than never hearing from your prospect again. 

In this interview, Jim and I discuss the effectiveness of presenting proposals face-to-face or with web conferencing tools vs. sending them via email.

How have you presented proposals—and which method has been most effective?

P.S. If you want to enhance your proposals, and your chances of winning the work, we will be focusing on this in the Advanced Marketing Group. A new group starts October 17th, and there is one spot left! Sign up here

Want 11 actual proposals to use as samples (plus a lot more!)? Check out The Proposal Bundle: 25 Resources for Project-Winning Proposals.

Oct 6, 2011

Just 5 months into her new career as a freelance food writer, Bryn Mooth is already getting a lot of publicity and great projects. (Follow her journey here.)

But as a lot of new freelancers do—Bryn is finding pricing to be a challenge. Why?

She’s calculated an hourly rate, refined an estimating sheet, and learned to price by the project—but the problem is—she’s really fast.

With 20 years of experience, she finds that using hours to calculate project costs is leaving her with a price that doesn’t equal the project’s value. Her clients often share a budget, but when she calculates her project cost—it’s way too low.

With her current approach, there’s an apparent disconnect between what the project costs—and what it’s worth.

Listen to this interview to find out where the discrepancy is—and how she can solve it.

Should she double her hourly rate? Make room for higher profit? Find out here.

Bryn also shares how she’s:
• Dealing with pricing
• Determining her minimum project rate
• Using an estimating worksheet to figure out hours for each project
• Starting to track her hours/rates over time

She also shares why pricing should be “uncomfortable.”

Listen here. Have any advice for Bryn? Please share.

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