| Take a look at your prospecting list, if you have one. | | | | most profitable software companies to my list, |
| Where did all those names come from? | | | | tracked down at the local library in the Computer and |
| Most likely they're a hodge podge of names from a | | | | Software section of the Dunn and Bradstreet Gale |
| hodge podge of sources...with few added to your list | | | | Industries Handbook. |
| solely on the criteria that they're especially good | | | | I completed my goal of assembling 500 strong names |
| leads. | | | | by surfing the Internet in search of newsletters, |
| Now ask yourself how successful your clients would | | | | Web sites, and publications that serve the software |
| be if their lists were compiled in such an unscientific | | | | market. There I found lists like "The Top 50 |
| manner? | | | | Software Venture Capital Investments," which listed |
| When you consider that the single most important | | | | software companies that had recently been infused |
| element of a direct mail campaign is the list (followed | | | | with millions of dollars each, in venture capital. |
| closely by the offer, and THEN the copy), it | | | | SOME STRONG SOURCES FOR GENERALISTS |
| becomes painfully apparent that a sloppy list is a | | | | Although I believe that every business freelancer |
| liability indeed! | | | | should carve out a niche for him or herself, many |
| So how do you go about creating a solid list of | | | | start out as generalists. If you fit this category, you'll |
| quality prospects that you can mine for years to | | | | find some excellent list-building sources at the library. |
| come? | | | | Chuck Thompson, one of my early coaching |
| There are some methods you can use and sources | | | | students, discovered the "Mail Order Business |
| you can tap, and I reveal a few of the best here. | | | | Directory" at his Chicago-area library. It lists over |
| However, It always boils down to looking in the right | | | | 5,000 names, addresses, and basic facts about U.S. |
| places for your particular specialty. | | | | firms doing business by mail. |
| MY FAVORITE STARTING PLACE | | | | Library sources I used in my early days of freelancing |
| Roughly half of my coaching students are new | | | | included the "Standard Directory of Advertisers" and |
| copywriters and when it's time to share my list | | | | "Standard Directory of Advertising Agencies." Also |
| building strategies with them, I always introduce them | | | | known as "the Red Books" by industry insiders, you |
| to Who's Mailing What, a rich online archive of more | | | | should be able to find them at any main library; I've |
| than 130,000 direct mail packages collected from | | | | had less luck finding them at the local level (and |
| more than 7,000 companies since 1994. | | | | they're too expensive for most freelancers to buy). |
| For about $30 per year, you can go into the archive | | | | The "Standard Directory of Advertisers" contains |
| and literally see "who's been mailing what," which can | | | | information on over 24,000 U.S. and international |
| be a real boon for copywriters who specialize in the | | | | advertisers who each spend more than $200,000 |
| dozens of categories - publishing, financial, collectibles, | | | | annually on advertising. Each listing includes advertising |
| technology, and more - covered by WMW. | | | | expenditures by media, contact information, address, |
| For instance, I specialize in software. And while there | | | | and more. |
| are more than 7,300 software companies in the U.S., | | | | The "Standard Directory of Advertising Agencies" |
| I need only 500 to keep busy. So which 500 should | | | | contains detailed profiles of nearly 13,500 U.S. and |
| they be? Well, the BEST 500 of course...the 500 that | | | | international advertising agencies, including accounts |
| I know are direct mailers...the 500 that I know are | | | | represented by each agency, fields of specialization, |
| financially stable...the 500 that I know are well | | | | contact information, and much more. These |
| respected and trustworthy. | | | | directories are truly exciting sources of information |
| When I started compiling my list, I mined Who's | | | | for the freelancer who recognizes the value of smart |
| Mailing What to discover the names of software | | | | targeting. |
| companies that had mailed over the past two years. | | | | Finally, you never know what you'll come up with |
| As "sure mailers," these companies became the | | | | while searching the Internet. After helping dozens of |
| richest names on my list, and remain so today. | | | | coaching students build their niche market list, I have |
| OTHER GREAT PLACES TO LOOK | | | | a folder full of rich places to look for high quality |
| Nearly every large industry has an association, and | | | | names. |
| most associations have member lists. To get your | | | | Compiling your own personal prospect list is never |
| hands on the list you often need to join the | | | | fast or easy, but there is a silver lining. And that is |
| association, but unless the price is really exorbitant, | | | | that no other copywriter will be marketing to the |
| it's usually worth it. Remember, time is money in the | | | | same exact list that you are. So do your homework |
| freelancer's world, so the faster you can put | | | | and make your list as strong as it can be. Because |
| together your list, the faster you can market to it. | | | | most of your success will flow from your list, it pays |
| The library is another place to look for lists. In | | | | to make it as powerful as it can be. |
| addition to my "sure mailers," I added the world's | | | | |