Selling Title
You would think that a legitimate company would not have to pay for a magazine cover. However, we did have an existing relationship with the publisher (something with "direct marketing" sounds really complicated). I sent him an email suggesting that he contact us for a brief article on the topic of our services. He said it sounded "good" so I wrote him a compelling clip.
You would think that a legitimate company would not be too afraid to write a short post about it on a legitimate, trustworthy website. You will be wrong. I felt really nervous about posting on our website. There are many topics out there; could we compete with all of them? How many readers can check out the site after reading our piece? Can we persuade people to check out the site? All of these were official questions I had. We did a test and posted the article on my blog for 3 hours and it had 30 hits. That was it. I did not like the feeling of it. We published the article and arranged for it to be published in the magazine. I did some research on the audience. And it was there that I noticed that over 100,000 people received their weekly subscription to their homes. We were competing for an established product, but I was very excited about the prospects.
I wanted to run it on our website so I could earn money with relevant posts on our site; the response was astonishing. The site received 120 additional visits, and we received an excellent amount of email response, so we decided to post it on another blog.
Of course, the whole process took about a week and a half, so I had plenty of time to get butterflies in my stomach every time I hit "publish" on the website. And with each piece we send, we gain more exposure and more money. It was as if all the pieces were falling into place.
It helped that we met someone who was writing about us at the Huffington Post (The coolest website!). People loved it and it got a traffic tone. It has been a struggle for people to see who you are and to read what you have written. People love an underdog, and the truth is that we are an underdog. We work hard to earn the trust of our customers. We do not work hard to take their money. We like to educate clients and make them feel like they are a very important part of our company.
Paid Communication Campaigns
As you can see, it was very important for me to position myself as the right client to work with. I knew I could not afford to pay for real customers, so I started posting about my advertising campaign on as many sites as possible. When it gets clicked, people like great accessibility, and they are amazing company (like Leadpages or HubSpot or Codecademy), that makes it all useful. Send me several emails on social media (Twitter)
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