Leveraging the power of your personal network
Here's an idea – get with your network of friends, relatives and neighbors and put them to work for you. Nope, I don't mean putting them on the payroll. I mean tapping into them as a referral source.
Consider this. Most people know roughly 200 people. Those 200 people each know another 200. Do the math. That's 40,000 potential referral prospects. Even at a close rate of 1%, that's still 400 new gigs. Not too shabby. In reality, 400 is probably wishful thinking, but, none the less, tapping into your personal (not business) network can glean some good results.
Here's what I'd suggest. Create a list of everybody you know. Close friends, family members and acquaintances. Write a personal letter to each one. You don't need to do them all at the same time. Break it up and you'll always have something to do. A letter will be more memorable than talking to your neighbor in the driveway or your cousin at a family get together. Most folks don't write letters on paper anymore, so they tend to have impact. Be sure to include some business cards.
In your letter describe your business and especially the benefits you bring to the table. Also, let them know about any recent news such as winning an award, new clients, adding a service and such. Then ask for the referral. Let them know you'd appreciate it if they would refer you to their friends or associates who might be in need of the services you offer. Keep in touch either by dropping them a quick note here and there or with an email.
The idea is to enlist people and get them interested in your business. Odds are, if they're your friend they're already interested. If they're not, you might want to rethink the relationship. Family can be a different matter for some, but keep in touch none the less. It's likely that most people in your personal network are fuzzy, at best, about what you do for a living. You want to educate them about that and the value you bring to the table.
Although your neighbor across the way may never buy a brochure, a logo or website, there's a good chance they know somebody who will. Or, they know somebody who knows somebody. Six degrees of separation and all.
For instance, your cousin Billy Bob works for Acme in their customer service department. You've never really talk with him about your business other than, "Yeah, I'm a graphic designer." But, then you send off your letter and do a few follow ups by email. A few weeks down the road, Billy Bob's hanging around the water cooler talking to Mary Marketer and she mentions the company's getting ready to do a new brochure. Billy Bob suggests using you and gives Mary your number. Bingo.
The main point is that you never know where a potential referral lies. If you don't ask, you usually don't get. Plus, friends and family are usually happy to help you out where they can. Give them the ammo to do that. Moving beyond the typical business network and into the personal realm opens a new market for you to get the word out.
Finally, when a referral comes in and you land a gig, be grateful. Send your referring friend a thank you note (handwritten) with a gift card or maybe a restaurant gift certificate. Having dinner on you for a brief mention about your business might be just the ticket to have then scoping out additional referral opportunities.
Consider this. Most people know roughly 200 people. Those 200 people each know another 200. Do the math. That's 40,000 potential referral prospects. Even at a close rate of 1%, that's still 400 new gigs. Not too shabby. In reality, 400 is probably wishful thinking, but, none the less, tapping into your personal (not business) network can glean some good results.
Here's what I'd suggest. Create a list of everybody you know. Close friends, family members and acquaintances. Write a personal letter to each one. You don't need to do them all at the same time. Break it up and you'll always have something to do. A letter will be more memorable than talking to your neighbor in the driveway or your cousin at a family get together. Most folks don't write letters on paper anymore, so they tend to have impact. Be sure to include some business cards.
In your letter describe your business and especially the benefits you bring to the table. Also, let them know about any recent news such as winning an award, new clients, adding a service and such. Then ask for the referral. Let them know you'd appreciate it if they would refer you to their friends or associates who might be in need of the services you offer. Keep in touch either by dropping them a quick note here and there or with an email.
The idea is to enlist people and get them interested in your business. Odds are, if they're your friend they're already interested. If they're not, you might want to rethink the relationship. Family can be a different matter for some, but keep in touch none the less. It's likely that most people in your personal network are fuzzy, at best, about what you do for a living. You want to educate them about that and the value you bring to the table.
Although your neighbor across the way may never buy a brochure, a logo or website, there's a good chance they know somebody who will. Or, they know somebody who knows somebody. Six degrees of separation and all.
For instance, your cousin Billy Bob works for Acme in their customer service department. You've never really talk with him about your business other than, "Yeah, I'm a graphic designer." But, then you send off your letter and do a few follow ups by email. A few weeks down the road, Billy Bob's hanging around the water cooler talking to Mary Marketer and she mentions the company's getting ready to do a new brochure. Billy Bob suggests using you and gives Mary your number. Bingo.
The main point is that you never know where a potential referral lies. If you don't ask, you usually don't get. Plus, friends and family are usually happy to help you out where they can. Give them the ammo to do that. Moving beyond the typical business network and into the personal realm opens a new market for you to get the word out.
Finally, when a referral comes in and you land a gig, be grateful. Send your referring friend a thank you note (handwritten) with a gift card or maybe a restaurant gift certificate. Having dinner on you for a brief mention about your business might be just the ticket to have then scoping out additional referral opportunities.
