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Find New Clients At The (Virtual) Water Cooler
by Steve Slaunwhite
Most how-to advice on getting clients includes some form of networking.
When I started in this business fifteen years ago, that meant getting dressed up and going out to a meeting, conference, trade show, or similar event with the hopes of running into some potential clients.
Since the internet, however, that has all changed. Yes, I still advise copywriters to attend live events (selectively), but I also suggest taking advantage of the dozens of "water coolers" available online.
In fact, these days, you can do most of your networking in your PJ's in front of the computer. And it takes just a few minutes each week.
What's an online water cooler? That's just my slang for forums, blogs, and discussion boards where you can post questions and comments and interact with others. Effectively, schmoozing on the web.
For example, White Paper Source is a forum that brings together those who have an interest in that subject – everyone from writers and designers to consultants and marketing managers. I know several copywriters who have met clients on that site.
No matter how narrow your target market is, chances are, there is an online water cooler of some kind where your potential clients "hang out".
One copywriter I worked with recently discovered that there is a popular blog in her tightly defined niche. She began posting comments and, within a month, was contacted by two potential clients – both of whom had projects for her to quote on.
There are other types of networking as well. Most online marketing publications, like DM News for example, allow readers to post comments on articles. Often, lively debates ensue.
I admit, I'm a late convert to networking on the web. I just didn't realize how effective this technique was until I started participating in a few forums and blogs. Now, next to referrals, I attract most of my best clients this way.
If you're new to online water coolers, here's my suggestion: Find two or three blogs, forums, or discussion boards that your potential clients are active in. Familiarize yourself with the topics and guidelines. Then, start participating. You'll not only meet potential clients, but add new colleagues and friends to your network as well.
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