Identify a Need

by Michael Sedge

You must always be thinking, "How can I help you?" rather than "How can you help me?" 

The first thing you must do to achieve global marketing success in your writing business is to step into the shoes of your customer, figuratively speaking. Daniel Goleman, author of the best-selling book, Working with Emotional Intelligence, suggests that individuals with high emotional intellect have a knack for listening and understanding the points-of-view of others. They also posses the ability, says Goleman, to utilize the knowledge and insight they gain from listening to get ahead or achieve, whereas many others might fail. You want to be among those individuals who succeed. By listening to and understanding the needs of your clients, you will.

Whether you are trying to get an assignment as a war correspondent for a major newspaper or periodical, land a corporate advertising contract, place your articles with an in-flight editor, or sell photos from your stock, you must always be thinking, "How can I help you?" rather than "How can you help me?" Newspaper and magazine editors have a number of pages to fill each day and month. Book editors must generate a certain number of projects each year. Advertising agencies require the best copy they can get -- and are not afraid to pay top dollar to get it. You, on the other hand, are there to fill these needs with your writing skills.

Your efforts to "fill a need" should not stop there, however. They can also be carried over into numerous other areas. If you enjoy speaking, for example, you may find local schools that require an experienced writing teacher, or perhaps a group needs someone to lecture on the thrill of being a writer. Yes, there is a certain air of glamour that comes with the job. This is because you are doing something that many people dream of. Your work is published, you are where the news is, and you are living a life of independence. As a result, opportunities for promoting yourself and your work are endless.

For me, the "fill a need" concept is so important that I recently added the following catch-line to my company stationery: "Our job is to make your job easier." This phrase came about after a client had commissioned a $5000 job, then called to explain that due to editorial changes the work could not be used. She went on to say, in an apologetic tone, that according to the contract I was required to redo the work at no extra charge.

"Mary," I replied, "my job is to make your job easier. If it's not what you want, then it will be done again."

She was thrilled. Not only had I filled her existing need, but had removed the "bad guy" burden from her shoulders. In doing so I had adhered to another golden rule of good marketing: customer service. I guaranteed that the finished product fit her immediate need as well as insured that the customer was happy with the product. My reward? In addition to full payment for the work, I received two more assignments from this editor over the next five months, and more will probably come.

Sounds simple, doesn't it? If it were always as easy as that, of course, we would all be internationally-known writers. Such is not the case. It takes a great deal of undercover work to successfully fill the needs of most buyers, for there are times when even they do not know what they need or want. Even before you start, you must ask yourself: "What do I have to offer?" There may be times when your answer is "nothing," and there is no shame in that. You must simply move on to other markets.

-- MS
© Michael Sedge 

Michael Sedge's books, Marketing Strategies for Writers and The Photojournalist's Guide to Making Money are available from Allworth Press: www.allworth.com.