How to Use Old-School Techniques to Get New Clients

Sorry to point this out but…

“Even thinking about sending a paper proposal that pitches your services to a company for their next project comes off as almost ridiculous.” — I think you meant Ever?

Also, I’d love to see some hard data on this, or some anecdotes instead of just conjecture, though the secrets of Direct Mail Marketing are definitely not new ha.

Good article!

Excellent post! I have been mulling over an old-fashioned mail follow up for several days now! Thanks so much!

Great Article! I’ve had some success with emails lately, but I’ve just got some postcards printed out and I’m excited to see what the results are from mailing them to prospects. Sending printed materials also says that you care a bit more and are willing to put in a little time and money into your marketing. Going against trends always gets you noticed as well.

All excellent ideas, and of course I have a printed portfolio (as i am a print designer), on good, crisp paper and bound by hand. The wow factor is definitely there when I show this one off.

I am waiting for the printer to send me 500 self-promo brochures so that I may send those, too. Also, just sent a handwritten thank-you card to my latest client-with my branding on it, of course.

People appreciate this stuff! Remember what it was like to get an envelope in the mail with your name written on it.. in pen? Of course you opened it!

I agree that hard copies and mail would stand out, if they get to the intended recipient. These days, though, old fashioned mail is falling so far behind that many people don’t even know when they’ve received it, particularly in larger organizations. At my office, we have mail boxes in a copy room. The copier is hardly ever used and no one seems to check their mail boxes. I’ve seen things sit there for months.

If old-tech aren’t useful, how come retro-tech is still popular and marketable?

Sorry am not able to swallow this article…the idea about sending mail is something ridiculous in today’s world…Making a phone call is not retro its something contemporary..the idea is whatever works for u is the best old school method otherwise nothing works…..

Not all clients are Tech Savvy. There are business men/women that prefer the old fashion phone/snail mail.

I have atrocious handwriting. Which means that if I send someone a note, it needs to be short and sweet.

So, instead of sending illegible notes on postcards featuring photography by Martha, I’ve taken to sending letters. You know, those things that you compose on your computer, then print out and put into an envelope. You can even put a business card in there too!

Looks a lot more professional than a handwritten Martha-note. Plus, the business card-keeping people have something for their Rolodexes.

This is a very timely article … I have recently signed up with a company where I can send a handwritten card or postcard, and yes it’s a physical card (no e-cards) with a real stamp (not metered).

I can add my own pictures, or something from my portfolio, place my own message that appears in my own handwriting.

After I hit the submit button a high quality card is mailed out, all for less than what it would cost me to purchase a card from the store.

The prospective client will certainly open it, because it’s obvious it’s a card, and who doesn’t like getting a greeting card in the mail.

Anyway, thank you for confirming what I suspected as a great way to market to my clients … as well as send appreciation to those I already have.

… Scott

Excellent article, James. It’s funny that these techniques are called “old-school”. It’s like people set up a blog and a Twitter account and stop marketing. They make a Facebook “like” page and stop advertising.

The internet is a tool for your marketing arsenal, not the marketing arsenal itself.

@Scott – You sneaky, sneaky man. Share that company name, you!

@Martha – I get a lot of books in the mail. Most sendings are out of the blue, and a lot of people want reviews. But the ones that always get my appreciation are the ones that have a quick note scribbled inside the cover or on a piece of paper tucked between the pages. Can I read most of them? Hell no. There are a lot of people out there with atrocious writing and you’re not alone. But what counts is that someone took time to do it.

All that’s irrelevant to your point – YES! If you need it read, print it!

@Behzad – And there are a LOT of people out there who aren’t tech-savvy. Most freelancers are so online that they forget we’re not the majority. Yet.

@Ameet – I’m agreed that we should all do what works best for us. And I promise not to send you mail

@Poch – I’m not even sure what old-tech and retro-tech means, so you’ll have to forgive me on that one. But I think what you’re asking is… No, I’m still not sure what you’re asking. Help? (I know, I need more coffee.)

@David – Ah, that is indeed a problem, but I have to ask whether that’s actually a company/organizational problem or one that’s affecting all companies? It also makes me wonder if these people might also neglect their email as well? I wouldn’t be surprised.

@Lillian – Sounds like you’ve got a good PR package going on there – well done!

@Joseph – It’s smart to test various methods and see what works best, so I’m cheering for you and would be curious to know how the two strategies compared in results.

@Matt – Hey, everything’s worth a shot, right?

@Keith – I think I’ll join you on that coffee. *clinks mugs*

I think the idea of writing a letter or a note is a terrific way to get your foot in the door. If your handwriting is a scribble, typing it out as a letter is best and if it’s just a note you’re sending, maybe you can carefully print your message. But I think hand addressing your envelope is key; it says your a human and are making an effort that tells the person you’re writing to that you’ll always make that extra effort if you get the job. The only fly in the ointment is getting the person you’ve addressed your missive to actually read it.

Hey James, easy on coffee.
What i meant by old-tech and retro-tech is simply what you call your old-school-techniques in which I agree lol.

Over the years working in offices (from just when the internet/email started getting popular) to recently working as a Creative Director, I’ve learned from experience how a crazy amount of emails end up in your inbox because they have replaced general phone conversation and correspondence. Co-workers and vendors will ask a simple question in an email instead of by phone, no one talks anymore… I remember getting hundreds of emails per day.

I now work from my home office freelancing, and I agree that sending things by mail, even with hand written notes are a sure way to stand out.

However, every Holiday season, I struggle with the decision to send out printed Holiday Cards or email an “environmentally friendly” version that will end up lost in a full inbox. Many companies send e-cards that will say “As part of our on-going commitment to the environment…” or “…in-lieu of sending holiday cards…”. It’s almost become taboo in some industries to send printed material.

Too much emails, too less papers stuff these days.

Phone the company, track down the person you need to talk to, persist gently and politely making friends with the gatekeeper as you go – you may have to make a lot of calls before you reach them. In my experience, just sending stuff in by email without a call is pretty much a waste of effort. And I reckon the chances of someone hiring because they spotted you on Twitter, unless you are doing something else with it that helps you attract them into noticing you, are about a zillion of one, so definitely old school personal contact is best.

When you get through to your contact ask if it is a good time to be sending your stuff because you would love to work for them because [xyz, based on the research you have done on them and the company] but you don’t want to hassle them, you know they are busy. If they agree to you sending now ASK them if they prefer mail or email and they will tell you. Ask them if they would mind if you follow up with another call as you would really value their opinion and would like to be sure your files have got through the company firewall or they have received your pack. Follow their instructions more or less to the letter especially if you get permission for a call back fairly soon but if they say call in 6 months call in 5 (voice of experience here) – but apart from that, ask them what they want and do that. If they ask you not to call then ask them if they would be so kind as to pop you over an acknowledgement so you at least know your stuff has arrived.

People differ in how they deal with new supplier approaches, some love their email filing systems and are organised in that way others prefer something physical and printed they can put on the table at a meeting with colleagues. Secondary to that is whether they want to see the quality of your print work or have easy access to links to your site, or perhaps it is your digital work they want to see. The preference may well be influenced by how the team shares new creative creds. I used to think that if they asked for stuff by post it meant they were more interested but I don’t think it is necessarily true (though it can be).

You can’t guess, you have to ask.

One of the things they want to know about you is that you can follow a brief even in the small things – demonstrate that you can right from the start. Asking questions is king and getting a mutual agreement about how you will communicate with them effectively is the first step of a new business relationship. Get a little process down pat and use it as a short live demo of how professional a communicator you are.

I’m not sure I agree with all of what you say. An organization that sends out a call for freelancers via email–and especially to sites with few barriers or thousands of members–without recognizing that they’re going to get a zillion responses and so need to have a way to deal with them in place before sending it. . . doesn’t this suggest they’re going to be sloppy about other things (like submitting my invoices)?

Also, when I was an administrator 15 years ago, the one thing that would enrage me was the belt and suspenders guys: the ones who would snail mail and fax. Or fax and express mail. Or Snail mail, fax and email. It didn’t suggest eagerness to work for me, it suggested to me a lack of confidence that their work would stand out. Especially when all my RFPs stated to send an application in only one form.

However, I do agree that personal contact is important and that courtesies like thank you notes, informative personalized reminders are critical to obtaining and maintaining clients.

I am glad i read through the article, and most improtantly your comments!

@James you really are with pen (literarily)

@ Etima thanks for the insight

will stick to the three options mail, e-mail and phone call follow-up

while @sarah’s RFPs observation will be noted.

Thanks guyz