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