That personal touch

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Published by: John Taylor on 22nd May 2010 | View all blogs by John Taylor

This week, I've sent out 42 (there must be a reason for the number) letters with storytelling brochures to local schools and organizations. I've also received several bookings, and some enquiries about future bookings. None of these came via the brochures. In each case, they were either via a personal contact or a personal contact with a satisfied customer.

In reality, most of the people who received brochures would have to approach budget holders before they replied, so it's too early to tell if they will produce bookings. But it did make me think - the actual customers had to face, and climb over, that same budget hurdle - and they did so in hours.

This storyteller is going on the politician's handshake trail from now on. I am going to become so nice to know that people can't resist making a booking. And the reason that I have posted this? Because I think that much the same applies in the publishing world.

Comments

10 Comments

by Ancient Woodland 2 years ago

The reason that you are getting your initial bookings from personal contacts and referrals is 'cos you're a really personable guy. You certainly impressed me, which isn't as easy as you may think, and I would book you in a heartbeat if I had any need for a storyteller.

I think your 'campaign trail' is a wonderful idea John. I wish you the very best of luck with it :)

AW
by AlanP 2 years ago

John, I am self employed in a different field to you. I pay good money to several organisations for publicity and to be registered and marketed through their sites. In the fourteen years that I have followed this independent way of life I have had two enquiries arising from those organisations. One came to nothing. I did a report for the second, but they didn't pay their bill. Yet in these fourteen years I have prospered by being recommended by people I have worked for. AW is right. It's people you know and have met that count. Good luck pal.
by John Taylor 2 years ago

Thanks, AW - you're one of the good guys too. That is interesting, Alan: I've always wondered about professional organizations and associations that charge for registration. There's room for a good deal of murk in there.

Go well, both of you

J
by Skylark 2 years ago

Agree with both above - the personal touch, especially from an approachable, open guy like yourself, will undoubtedly produce more results than a brochure. My own experience of booking people to come into school is that we go with recommendations from other schools/teachers far more often than taking a punt on a brochure (although we do that too and 9/10 times it's worth it).

I think you're also right that this can apply in the publishing world. I'm sure, though can't remember who, that one of the publishers/agents at York made a point about how important it is to get to know your agent/publisher face to face so they get to know you and not just your writing.

Good luck with the politician's handshake trail - you'll be booked out in now time. And if you're ever in North Derbyshire, let me know and I'll persuade my head to book you for our school :-)

Skylark x
by Skylark 2 years ago

Also, footnote to Alan's comment, my husband works for himself running his own business. In the 4 years he's been going, the vast majority of work has been generated through word of mouth and people he did work for when he was employed who wanted to continue working with him. One very lucrative customer resulted from a random contact made on Freecycle! He's only had a few enquiries through his website and from adverts placed in local business mags etc. and none of them have turned out to be much.
by John Taylor 2 years ago

North Derbyshire sounds like fun, Skylark. But as a driver who hates distance, I don't see myself getting there anytime soon! It's funny who you meet through Freecycle, isn't it?
J x
by CJ 2 years ago

*bounces up and down* Anywhere near Portsmouth? Come to my school! Come to my school! ^_^
by Steve 2 years ago

Not only do I support the fundamental idea, I actively encourage people - where feasible - to follow the path you've put forward (and that others have suggested here).

I ran my own business for six years. One of the founding philosophies was spend absolutely no money on sales and marketing. I'd worked in marketing long enough by that point to know that the return you get is virtually always not worth it.

Instead, I focused all my attention on exceeding customer expectation and turning customers into advocates who recommended me to others. All of my business came through word of mouth.

In response to your 42 brochures:
The Marketing Department. Bunch of tossbags all arguing what colour it should be and exercising their infinitely infallible skills of being wise after the event. First against the wall when the revolution comes.
by Weens 2 years ago

I think you are missing the one crucial factor. You are a good story teller. It doesn't matter how nice a guy you are, or how personable, if you don't tell a good story, you won't get booked. Admittedly self promotion works very well, but they wouldn't book you, unless they thought you would do a good job. So put yourself out there, have faith in your 'product' and know what a crowd pleaser you are.
by John Taylor 2 years ago

Thank you both! I've raised the Red Flag and shot the marketing department already, Steve. But in a country that's now being run by a marketing man, I don't see the revolution spreading all that quickly...