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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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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

Mar 7, 2012

Amy Graver’s design firm, Elements, positions themselves as a “virtual marketing department.” It’s a strong positioning for them—but the only challenge is, with such a potentially broad audience (Who doesn’t need a virtual marketing department?), where do you go to find those prospects? How do you efficiently locate those people? 

When it comes to Amy, I have a sense there is also something else involved in their success, so in our recent interview, I asked her:

“There is something in you, in the way you talk about what your firm can do, that I feel almost balances the need for a target market. I imagine you can sell anything to anyone… You can talk to anyone anywhere, and maybe as a result, you don’t have to say, ‘Alright, I’m doing healthcare… Alright, I’m doing financial services....’ What do you say to that?”

Amy responded: 

“I never saw myself as a salesperson, but my father used to say I could talk the paint off a barn … I feel very comfortable talking to anybody and finding something in common. I also think it’s my passion for what I do. I really believe in us, I believe in my team. I’ve made very careful hires … Every time we have a new hire, I want to know what they bring that’s unique, because I’m going to go out and talk to the clients about it. It adds to the depths of who we are as an agency… The creativity, passion and love of what we do comes across … We’re doing great things for our clients. We’re a thinking, strategic, creative agency. Our clients seem to agree. One of our best resources is all the referrals we get from our clients…”

I also asked Amy, “What suggestion do you have for someone who is resisting the idea of targeting a market and wants to apply their services to many different industries?”

For this answer, and more, listen to this 19-minute interview.

Want to choose your market, use content marketing to your advantage, or finally start email marketing? New groups are starting this month.

 

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