[Case Study] How Danielle Uses Networking to Become the Go-to Copywriter

 Danielle Hughes

By Danielle Hughes, More Than Words Marketing
Small Group Coaching Program Member and One-on-One Coaching

For my first 10+ years as a generalist freelance writer, word-of-mouth referrals had been my bread and butter. I felt fortunate to have projects referred to me by former co-workers and others, which created a fairly steady flow of business over the years.

People would reach out and say they needed a writer, one project led to another and I really didn’t have to hunt for business. But, I also knew I could be doing better.

I started listening to (and became obsessed with) podcasts offering advice from people running larger, more established businesses. Consistent themes began to pop up: successful people meditated and journaled, and some focused on a specific niche.

I was intrigued by the idea of “niching down,” but I wasn’t sure it was right for me. In fact, I was very resistant.

Since I began working with Ilise,
I’ve done a complete 180.
The businessperson I am today
is not who I was a year ago.

All these success secrets were swirling around in my brain, and then I heard Ilise on a podcast and started listening to her Marketing Mentor podcast. I remember being drawn to the things she said about finding bigger clients with better budgets. (Who wouldn’t? But my business had actually slowed down a bit so I was even more intrigued.) So I signed up for her Quick Tips newsletter.

I liked the idea of having a coach, but I didn’t have the extra money for it and also felt really adamant that I didn’t want to niche. I loved having a diverse slate of clients and projects. I felt it kept me fresh.

But I decided it couldn’t hurt to take advantage of the free mentoring session Ilise offers. Her conversation with me got me thinking, but I wasn’t ready to pull the trigger. So, I continued to follow her on YouTube, listen to the podcast and read her blog.

Ilise had a different take on finding your niche
that spoke to the generalist in me.

She made it clear that it doesn’t have to mean choosing just one industry to target. My niche could be defined by me and how I present myself. Niching could allow me to call myself (and be) a specialist and still have the variety I craved. Now that I could agree to!

I started benefiting from her free advice, putting it into practice and noticing my clients were getting bigger — and so were the budgets I commanded. I was ready for the next step and decided it was time to work with Ilise. Plus I had seen in her newsletter she was starting small group coaching, and I loved the idea of combining the group experience with one-on-one guidance. It didn’t take long before I was ready to sign on!

Before the group started, I worked with Ilise to figure out what kind of niche made sense for me, the type of marketing I could commit to and how much time I should devote to it.

But really, she made it clear that I shouldn’t diminish my voice — that who I am is integral to my brand. She gave me permission to go all in on being me. Once I had that, I was ready to write a newsletter and knew I could commit to two per month. I wanted my newsletter to be relatable and fun, because that’s what I set out to do when I write for clients. It was so important to communicate in a way that showed my personality, pushing the envelope when I needed to. And moreover, no jargon or boring marketing speak. Because who wants to read that?!

I’ve been sending out my newsletter for several months now, and it’s been amazing to get such positive feedback. And my open rate is way above the industry average. I’m communicating with a spirit of generosity, helping people understand more about brand voice and brand message and keeping me in front of them on a regular basis. And, almost as a by-product, I’m getting business from this outreach. Some people even tell me they look forward to my emails and save them!

Another marketing tool Ilise made me realize actually was marketing is networking. I knew I needed more contacts and a right-for-me approach to grow my network.

I had a certain perception about networking (not a great one).
I had to re-think it so it worked for me and I have.
Now it's my best marketing tool.

Before Ilise, I never considered networking to be marketing. Not only do I love it and find it super-effective, I’m getting more referrals than I know what to do with. Oh, and I am the president of my weekly networking group. So I guess you could say it’s serious.

So in the spirit of generosity, here’s what I’ve learned about networking so far:

  • Get comfortable with the idea of networking. I don’t like the term networking, so I call it relationship-building. I go to events with the intention of helping people today and I trust that, someday, they may return the favor.
  • Finding your people takes time. If you have one bad experience, don’t write off every networking group. Try out several events and meet-ups to see which is the right fit for you. While it could be tempting to join the largest, most-established group you find, be open to smaller, more focused ones and even those that aren’t in your industry.
  • Networking is a long game. It can take a while to get to know people in these groups — and they, you. Don’t expect to meet someone and immediately get a referral or new business. Relationship-building takes time and effort. Be patient and generous, and people will come to know and respect you — and that’s when you’ll begin reaping the benefits of your network.
  • One-on-ones count as networking, too. Don’t totally rely on the group meetings to really get to know people. Make time for individual talks over coffee, lunch or on Zoom (video). This is where you’ll learn more about your connections, including their life outside work. This is where the real bonding happens.
  • When you’re ready, consider a leadership role. The group I’m in today began as a start-up. By being involved from day one, I’m helping create the group I want to be in. Today as the president, I’m the face of the group and I love it. You may want to do the same, or you could volunteer for a committee role. I’ve found that the more I give to my group, the more good things come back to me.

Since I began working with Ilise and meeting twice monthly with my small group, I’ve done a complete 180. The businessperson I am today is not who I was a year ago.

Back then, I was a freelancer who took
most of what came my way,
with no real say in the direction of my career.

Today, I’m a business owner who approaches clients in a strategic way that helps grow my business.

There’s been a big change in how I talk about what I do and in my job satisfaction. People who haven’t seen me for a while tell me I seem so passionate. What they’re seeing is me taking responsibility for my life — doing the sometimes difficult but necessary things to grow my business. Now, I do the work I really want to do, which puts me in a place to say yes to certain types of work and no to others.

Email marketing and networking are what I do to regularly market my business — and they’ve changed the game for me. I can more easily and consistently communicate what I do, make new connections (and new friends!) and grow my support system.

I defined my niche as the “go-to brand personality copywriter.” I have a renewed confidence in what I do and love getting to know the companies I work with, figuring out why they do what they do and recommending how they can best  communicate with, engage and reach their audiences.

I still appreciate word-of-mouth referrals, but I don’t rely on them. I see my new efforts paying off and can absolutely connect the new client work to my consistent marketing efforts. I’ve even shared my expertise on the Marketing Mentor podcast! (Listen to this episode on how I learned to ask for help.)

If this sounds like the kind of guidance you need too, reach out to Ilise at marketing-mentor.com

Danielle Hughes runs More Than Words Marketing and specializes in helping individuals and institutions develop their “Personality Brand.” Based in Forest Hills, New York, she helps her clients create messaging that allows them to stand out in a sea of sameness. Danielle believes that putting more of you into your message drives stronger connections, affinity and creates loyal fans. Download her "About Me Mad Libs" here.