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The Power of Partnering
by Steve Slaunwhite
Of all the techniques a freelance copywriter can use to rapidly build his or her business, “partnering” is by far the most powerful.
But, I must admit, I’m a little biased. After all, in the past year alone, I got:
>> One of the best new clients I’ve worked with in a long time.
>> Several exciting, high-paying projects from a company that would otherwise not have worked with a “freelancer”.
>> A contract to co-author a business book. (Just completed!)
>> Free advice from a top marketing expert.
>> Thousands of dollars in graphic design services — at no cost.
>> And much more.
All because of partnerships I have formed with key professionals and companies.
Now, by partnerships, I don’t necessarily mean those formal legal agreements where you sign in blood on the dotted line. Many of my partnerships are so casual that, to most people, they wouldn’t look like partnerships at all. More like friendships.
In fact, maybe “partnership” is the wrong word. Alliance? Joint venture? Hey-let’s-do-a-project- together?
Whatever else you want to call it, partnerships can help you get more clients—sooner, market your services—better, save you money, increase your income, and grow your business more rapidly.
These sound like big promises, I know. But partnerships can do big things.
Several years ago, my informal alliance with a graphic designer helped me get work with a major F-500 company. Last year, I met a top-notch marketing consultant at a conference and, together, we worked on a number of great projects.
Partnerships can range from a casual agreement to share advice, information and support, to something more formal where you both work together on a specific project. (I know two copywriters, for example, who have joined forces to produce a terrific newsletter called CopyProtege.com.)
Why do partnerships work so well? The main reason is that you’re essentially tapping each other’s resources. If you form an alliance with a graphic designer, for example (as many copywriters do) you can:
>> Attract better, higher paying clients who prefer to work with a “creative team”.
>> Save money by exchanging services. (You write her website. She designs yours.)
>> Do co-marketing campaigns together. (I’ve done this. It’s a great way to get more clients.)
And there are dozens of other ways a copywriter and designer can work together, too.
How do you start a partnership?
Build your professional network. Get to know people. Keep your eyes open for opportunities to work with other professionals. Pitch your ideas for partnering bravely. (Nothing ventured, nothing gained.)
Partnerships take time to form. But, I can tell you from first-hand experience, it’s well worth the effort.
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