It’s not what you know: it’s who you know

In the past couple of days, I’ve been approached bya number of people to edit their masters theses. They found me through other people whose dissertations I had already edited. This got me thinking about the power of networking and how it is one of the most essential forms of marketing for your freelance business.

One of the cornerstones of traditional marketing consists of the 4 ‘Ps’: product, price, promotion and place. What this basically means is that you’ve got to promote your product, where your customers are and you’ve got to employ the correct toolx to promote your product in order for your customers to be interested in what you’re offering. In the freelance world where you’re ofering, for example, editing and/or writing services, the traditional 4p marketing model trsnslates like this.

You have got to tailor your product such that your customers, or potentisl customers, will want to take advantage of your services. This means thar your services need to be priced correctly for your target market and these must respond to what your customers need. If your customer base consist mainly of students who want their dissertations edited you can’t concentrate on editing marketing material as you’re not responding to your target market’s needs.

In the same vein, you need to promote your services in a place where your customers congregate and will be in a frame of mind that is conducive to listening to what you have to offer them. One of the best ways I’ve found, to find receptive customers is networking with other like-minded people who will recommend you to their contacts. Another very good option is to join an association such as the Professional Editors’ Guild as potential customers will contact associations such as this in order to find editors.

Whwt do you think? Do you agree with me?