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Interpreters don’t need any more platforms

By: Jonathan Downie    Date: March 14, 2017

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At least twice a year, the world of interpreting is bombarded with another “solution provider” offering a game-changing idea that will revolutionise the industry… only to vanish in a puff of smoke. Why is the industry still dominated by the same few players? Why do the game-changers often turn out to be nothing more than a momentary distraction? 

The most common reason that new platforms make a big splash and then sink into obscurity is simply that, in many cases, the inventors either have little industry knowledge or try to solve a problem for which a good, but not perfect solution exists.

Take telephone interpreting. It would really take something special to knock the likes of Language Line off their perch, simply because the largest uses of that form of interpreting are markets where multi-year, exclusive supplier contracts rule the day. To win there, you need to be a technology provider, agency, quality manager and telecoms company all at once.

Then there is the rash of providers looking to provide human interpreting via an app, usually for ad hoc work. This is basically the telephone interpreting market but with less status and so recruiting interpreters means either paying professional rates to try to attract experts and running razor thin margins or going for “bilinguals” and sacrificing quality and hoping clients won’t notice.

It is pretty obvious then that “Interpreting via app” is not the cash cow that it looks like. Building another platform is a pretty risky way of trying to make money, especially since more and more interpreters are looking to win their own clients anyway.

Of course, there are a lot of new potential markets, such as webinar interpreting and remote interpreting for hospitals. However, in those cases, once again, just being a platform provider is not enough. Clients seem to want solution providers in those market to provide both the tech and the specialist interpreters to use it. And that is something you can only do if you already know the industry well.

So what should you try if you want to make money from the interpreting industry? By far the best course of action would be to tune into what the upper end of the market is doing, since the mid- and bulk-markets are already so competitive. Tech that improves interpreter workflows, such as automated term extraction, easier billing and payment management, slicker terminology apps and travel management will always be popular. There is also a need for specific CRM tools for the industry that link to client-specific term lists and ways of tracking practice. Add to that the need to service the needs of new tech-driven markets and there is enough space for a whole world of new providers.

There is huge potential for developers to create something of real value… just don’t make another over-hyped platform, OK?

4 Ways to Find Conference Interpreters for your Event

By: Jonathan Downie    Date: February 28, 2017

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Finding the right interpreter can be daunting. It doesn’t get much easier once you narrow things down from all interpreters to just conference interpreters either. But, thankfully, there are ways to simplify the process. Here are my top 4 tips.

 

  • Be really specific in what you are looking for.

 

Yes, it sounds obvious but it is actually incredibly frequent to see potential clients search for a “translator” when they need an “interpreter” or even look for “simultaneous translators” and wonder why they just seem to get big agencies.

 

Right from the outset, it helps to know that interpreters deal with spoken or signed languages and translators deal with written languages. Next up, it is useful to remember that different types of event require different types of interpreters.

 

Are you hosting or organising a multilingual conference or product launch? Track down a conference interpreter. Do you have a business meeting to hammer out a new contract? You will need a business interpreter or a business negotiation interpreter. Looking for someone to help with a court case? You will need a court interpreter.

 

The more specific you are, the better your chances of finding the right interpreter from the outset. While some interpreters cover more than one field, you will always be better finding someone who has experience in the type of event you are running.

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Doing Great Marketing? Then #BackItUp

By: Jonathan Downie    Date: February 17, 2017

If your marketing budget is greater than your CPD budget, you have a problem

As is probably clear from all the posts on working with a CRM, pitching and writing for clients, I have been on a marketing binge so far this year and it is really paying off. I have caught the attention of new clients and have projects in various stages of being booked in. But it’s not enough to have great marketing; you have to #BackItUp with exceptional delivery.

 

By #BackItUp, I don’t mean having copies of your data stored in lots of places, as good an idea as that is. I mean that every hour spent on marketing needs to be supported by an hour spent on improving practice, especially since no one grows accidentally.

 

You can sell yourself as a premium provider all you like but if you deliver services that are more akin to the stuff you might buy out of someone’s car boot on a rainy Tuesday afternoon, you will hit a problem. The most powerful form of marketing is still recommendations and people will soon know whether you are as good as you claim to be.

 

Why do we think that some companies have massive rates of client turnover? If their marketing is good but they aren’t paying enough to work with great people, clients soon find out and look elsewhere. Whether you are an event interpreter, equipment supplier or events management company, if your marketing budget is greater than your CPD budget, you have a problem.

 

Since I am a French to English and English to French and conference interpreter based in Edinburgh, I absolutely have to be pushing my language and interpreting skills on a regular basis. That means keeping up-to-date with the latest research, practising specific areas of my performance, keeping my French honed and even listening back to myself.

 

So what do you do to #BackItUp? We can all learn from each other and get great new ideas for improving our practice. Why not share this post, alongside how you work on your skills and add the #BackItUp hashtag? Marketing is great but what we all need to #BackItUp.

4 Keys when Changing Event Interpreting Suppliers

By: Jonathan Downie    Date: February 2, 2017

If you have been organising international events for a while, you will know that there is a wide range of different event interpreting services, from big agencies, to individual interpreters. You will also know that getting the right interpreters for your conference is a vital part of making sure that the whole event works for every attendee. Here then are 4 issues you should bear in mind whenever you are changing interpreting suppliers or hiring one for the first time.

 

  1. Spot the warning signs of a bad supplier

Every interpreting agency and ever consultant interpreter will have their own standard ways of doing business but a number of these internal policies are simply there to guard their interests, rather than being there for your benefit.
A prime example is that some conference interpreting suppliers will ban you and the interpreters from speaking directly before the event starts. All good event managers knows that having short lines of communication is vital for the success of any event. It is therefore worth asking yourself whether it is really in your interests to have to go through a middle-person and rely on them relaying information accurately and completely, every time you have information to pass on.

 

Every interpreter in the business will have had occasions where they could not deliver the very best service because they were not given the right information at the right time. If your supplier is insisting on keeping the contact details of your interpreters secret and refuses to even tell you which interpreters they are using until the last minute, it is worth looking elsewhere.

 

A similar red flag should be raised if it seems that you find yourself dealing with someone different each time you talk to or email your supplier. You should have a single point of contact who manages the whole process.

 

One last, and more subtle red flag, should be raised if you come across a conference interpreting supplier who is happy to give you an instant quote for any job. Sure, it might seem that it makes your life easier and saves time but it tends to be a sign of a box-ticking approach to delivering service.

 

Your event is unique. You will have specialised content, a specific audience and your own set of KPIs to fulfil. For that reason, the interpreting delivered at your event will be unique too. It makes sense then that excellent suppliers will need a little time to build the right time and put together a price that is as unique as your event.

 

  1. Understand restrictions and eliminate those that are bad for you

Even the very best interpreting suppliers will likely have some restrictive clauses in any contracts they offer. It is common to see bans on contacting conference interpreters directly for a period of time, if you chose an agency to supply them for your event. It is also not unusual for event interpreting suppliers to ask for exclusivity deals and for conference interpreting equipment suppliers to work exclusively or semi-exclusively with a single booth manufacturer.

 

None of these, on their own, are wrong but it pays to ask which ones are right for you. It may be worth asking, for instance, whether you should be able to hire interpreters directly if you liked them but weren’t pleased with how their services were managed. You also may wish to have a clause allowing you to request for a different interpreting team for future events or different equipment.

 

Remember, you are the buyer and it is up to you to decide which restrictions are worth allowing and which will get in the way of delivery.

 

  1. Understand the strengths of the three main event interpreting solutions

There are three ways to manage event interpreters. Either you locate and manage each interpreter yourself, or you call in a consultant to create and manage the team or you book through an agency. There are no wrong answers but each solution does have its pros and cons.

 

If you hire interpreters for your event directly, you get a short chain of communication and you grow to know your team really well. This is often the cheapest option too.  However, this comes at the cost of having to spend time finding interpreters and somehow checking that they are good enough and then doing the admin to pay them all!

 

Hiring a consultant gives you contact with someone whose job it is to build the team for you and who has most likely worked with most, if not all of the team before. Their prices are often cheaper than agencies. They become your single point of contact and so you still get to keep a short chain of communication, especially if, as usually happens, they are actually interpreting as well as consulting. The disadvantage is that they may not have the same coverage as an agency and so for complex jobs, an agency could be better. Their team might also be busy just at the time when you want them.

 

Of all the solutions, agencies are the best at doing large-scale jobs. Their advantage is usually found in their ability to find lots of interpreters covering lots of languages, in a short space of time. Working with an agency also means less admin and only one bill to pay for you. The price of this, however, is usually that their fees are higher and that your chain of communication is longer, increasing the risk that something will get lost along the way.

 

  1. Look for people happy to talk through your options and your situation

If all this seems confusing, it shouldn’t be. All you need is a guide who can walk through your decisions with you. Whether you chat to someone from an agency about their solutions and prices or to a consultant about your management process, it will help to have someone lead you through the process.

 

Since your situation and events are unique, it will help to find someone who is open to creating something unique for you. If you are looking at changing your interpreting provider, feel free to get in touch. I would love to guide you through the process.

 

 

Learning to Write for Clients – The Basics

By: Jonathan Downie    Date: January 30, 2017

[Note: this is a follow-up to my previous post on pitching]

From Pitch to Preparation

So, you have pitched and have been invited to write a piece for a trade magazine or even a newspaper. What do you do now?

 

Believe it or not, the first thing you should do is look at your pitch again. In that pitch, you should not only have written something that will convince a busy editor but you should also have left enough clues to yourself as to what and how you will write.

 

The best place to look is your three-sentence summary. In that tightly-packed paragraph, you should have left enough information for you to write a basic skeleton of your piece. This is exactly why I advise writing that paragraph according to the incredibly simple “context, problem, solution” structure.

 

Here is an example, adapted from two recent successful pitches:

 

Every business that wants to expand abroad needs interpreting. The problem is that it can be really hard to source excellent interpreters and even if they do find them, many business owners don’t know how to work with them effectively. For that reason, I would love to write a piece on how to source and work with interpreters to ensure that you always get a great return on investment.

 

That one paragraph gives the editor a great insight into how the final piece might look and, just as important, it gave me the outline of what I needed to cover and how. From that paragraph, I could jump straight into writing the pieces themselves, making sure that I wrote each one in ways that were especially attractive for that audience.

 

Remember your audience

This is where your research will pay off. For a piece I wrote for Flybe’s Flight Time magazine (using a slightly different pitch), my research told me that whatever I wrote about interpreting, I needed to drop in real-life (anonymised) stories and preferably some kind of numbered list. For Executive Secretary magazine, I knew I had to write it more like a step-by-step instruction manual with each decision explained.

 

With practice, you will realise that you can write articles covering very similar ground that look entirely different because they are aimed at different audiences. That is part of the skill of writing. While you should never duplicate content, you should have two or three key themes that you are known for that you can write about in a myriad of different ways. And that is why I would always advise practising somewhere safe first to gain experience of angling your content to different audiences.

 

How to edit your first draft

Once you have written your first draft, taking your article summary and research as a guide, put it all away for at least an hour. Go grab a coffee and check Facebook or do accounts or something. You need to find anything that will take your mind off it.

 

When you are ready, come back to the piece and reread it, looking for three specific things.

 

  • Is it written in a professional way, without any glaring typos, meandering paragraphs, repetitive phrasings and non-sequiturs?
  • Is it balanced? Does it give the right weight to the areas you want to emphasise and concentrate on the key things your readers need to know to use what you have written?
  • Have you dropped in at least some keywords that are used by your clients regularly?

In terms of key words, it is important to differentiate between SEO keywords (which are important as they get you more website hits) and article keywords (which are important because they demonstrate that you use the same terminology as your clients. I would always err on the site of prioritising the latter. Always write for humans first and you will find yourself benefiting anyway.

 

The last piece of the jigsaw

Once you have done that whole checking process at least twice, it is time to write a very short bio, giving your name, job and website and send the piece off. And with that, your job is done. For now…

Online Venue Finding: A step too far?

By: Jonathan Downie    Date: January 23, 2017

I am really excited to start a new series of guest posts. I have invited some colleagues from the events industry and language industries to tell me about the tools, apps and software that they couldn’t run their businesses without. But to kick-off the series, there is a warning. As the Managing Director of Clearwater Events, Stephen Morton-Prior knows a thing or two about saving time and keeping organised. In this post, however, he asks whether recent shifts in Venue Finding have gone too far.

Technology is always developing. I now have a lady called Alexa who can switch on and off my lights, change the temperature in my house when I ask and write my shopping list. I am a technology geek….. But with events, I do have a sceptical eye for technology.

 

Technology that helps improve customer experiences or helps us become more efficient is always a good thing. Our solutions are always technology rich but only when they provide value and positive experiences to our clients and delegates.

 

With that said, there is one area of technology that I find hard to fully embrace, and this is online venue finding tools.

 

I understand the need for online venue finding and in theory its genius. A database of thousands of properties that can be accessed with a simple click. RFP’s sent through to selected hotels quickly. And responses pre-populated into templates ready for client submission. What’s not to love about that?

 

There are many large agencies using these tools. Contentiously, you often get an ‘official’ and an ‘off the record response’. Officially, the tools are a procurement dream. Pre-negotiated rates can be loaded for venues and preferred venues and suppliers can be accessed. They provide data, reporting and a quick and simple solution for teams with multiple events to source. However, the systems are typically only as good as the users operating them and their success relies on compliance from all.

 

The off the record response is often rather different. With the systems only being as good as the users, there is an assumption that everyone has an understanding of what to do. There are many examples where enquiries have not been responded to or RFP’s sent to the wrong venues or wrong clients.

 

I can forgive all this. Training offers compliance. Where I struggle is the personal experience. I find the best rates and deals come from picking up the phone and talking. Building a relationship between the venue and the Event Manager is key in finding the right solution. What might not work on paper, might work once a conversation takes place.

 

Events are highly personal. And this experience starts with venue finding. Picking up the phone helps allows me to discuss out of the box solutions, negotiate and discuss the best way to deliver a client experience that goes above and beyond. Albeit a small event for 10 guests or a large conference for 500.

 

Of course, we use technology, the wonderful world wide web is a fabulous tool for sourcing new and exciting venues. My fear with online sourcing tools is that they are only as good as the information inputted and I wonder if the client comes away with the best venue for their event?

 

I think there is a need and a requirement for online venue finding, especially in procurement driven scenarios. But I would suggest combining these tools with my top tips:

 

  1. Do your research. Use your tool but, explore your options. Industry magazines, the web and recommendations will give you an edge.
  2. Remember that your competitors are likely to use the similar online tools with access to the same venues.
  3. When venues get multiple briefs for the same event, you don’t see the rates go down. You see a rate go up, locked in for all agencies.
  4. Ironically, the client might therefore select an agency based on their relationship (relationships are key).
  5. Build relationships. Online tools and email are easy but they don’t promote interaction. Pick up the phone and build a relationship.
  6. In a pitch with multiple agencies, try and find at least one unique option.
  7. A good relationship will lead to lower rates and an overall better option. It will allow you to access value adds and options perhaps not considered by competitors.
  8. Don’t be afraid to negotiate. It is expected. Be prepared to walk away and look for other venue options.

How I use Evernote and Streak to Keep My Marketing On-track

By: Jonathan Downie    Date: January 16, 2017

After my recent post on pitching and my glowing praise of Streak on LinkedIn, I thought I would do a post on two of my new favourite tools – tools which have so far helped me net some incredible promotional opportunities and which showed me where I was losing out in my business.

 

The first tool is well-known: Evernote is a note-taking, image-saving, web page-snipping, beautifully constructed beast. I use it for two things. The first, and most obvious is that, what with being a dad and travelling a lot, I sometimes draft things in different places and on different devices. With Evernote, I know I can, for example, store the title to my latest blog post in a special notebook called “Articles” and then go back to it wherever I am.

 

In addition, I have installed the Evernote web snipping addon for Chrome. To understand what this does, imagine a simple webpage bookmarker but on steroids. In Evernote, you can save the entire page and a link to it so you can review the page both online and offline. In the screenshot below, I am clipping a recent article from Conference News just to show you what everything looks like. The web clipper is the grey rectangle in the top-right.

 

Evernote web clipper screencap

 

In this particular case, I am saving it to a folder called “Business”, which is where I save a mixture of articles I want to read in future and information that I need to know. I will absolutely be using Evernote to store publicly available pre-reads for my next interpreting assignment.

 

One more nifty feature is that you can link Evernote to your email and set-up reminders. This is really handy if, like me, you store the web pages of client leads there and you want to remember to email them or call them later.

 

Evernote is amazing but its power is hugely multiplied when you install Streak as a plugin for Chrome and then follow its easy activation instructions for Gmail. I use Gmail to manage my work emails as it allows really simple syncing between all my Android devices and, when I am on the web version of Gmail, Streak is active.

 

This is a walkthrough of Streak (try to ignore the rather boring voice):

 

 

What I find really useful is that, when I open the CRM pipeline view, I can instantly see where I was with every lead and active client, including when I last contacted them. This has made it much easier for me to ensure I do follow-up and it has meant that contact details are all captured automatically.

 

Want an example of how these tools work together. Here’s a simple plan of how I got an article on interpreting in the in-flight magazine of a major airline. (I am using the same process for interpreting clients too).

 

  1. I grabbed the magazine and used Evernote on my phone to capture pictures of the front cover, editorial contacts and some relevant articles.
  2. I then drafted an email during the flight to the editor.
  3. As soon as I landed, I sent the email and created a Streak box for the email I had just sent by opening the email from my “Sent” box in Gmail and then clicking on the Streak shortcut icon at the top of the page.
  4. A couple of weeks later, I noticed that the editor hadn’t gotten back to me and dropped a reminder. At that point, I changed the marking of the box from “Lead” to “Contacted” in my CRM.
  5. Within a couple of days, she got back, we agreed on the piece (if it had taken more than a couple of emails, I would have moved the box from “Contacted” to “Negotiating”) and I sent it off. Once the piece was off, I marked the box “Sent Piece/Met in person”.
  6. Once I got confirmation that the piece had been accepted, I dropped a thank you email and marked it as “Closed – Won”.

 

I use that same system to track all my leads and am slowly adding my long-standing clients to Streak too. I make sure that I check my Streak CRM pipeline at least once a day, just to keep on top of everything. That simple view has helped me spot one potential client where I hadn’t sent paperwork, one where I was waiting on the confirmation of an assignment and more than one where I needed to send reminders.

 

To be honest, I am still finding new ways to combine these tools. For instance, I recently found out that Streak can tell me when my email has been read. And I can share Evernote notes with people. I am sure that I will be finding creative uses of these and all the other features I keep finding. What tools do you find useful?

Why Event Managers Should Beware of Package Deals

By: Jonathan Downie    Date: January 10, 2017

Great event managers are always on the lookout for ways to simplify processes. They will learn scheduling and automation tools, return to the same suppliers, and integrate technology throughout the process. Yet sometimes, that instinct for simplification can lead to poor decision-making, that is especially the case where interpreting is concerned.

Let me explain how this can happen. For many conferences, especially where interpreting is needed into more than one language, there will be a need to book soundproof interpreting booths, headsets and various microphones, as well as the interpreters themselves. Some Audio Visual equipment (AV) suppliers, having noticed that their clients want to keep things simple, now offer to supply the interpreters for free, if the events agency give them the contract for AV equipment hire.

 

It sounds like a good deal. They get a nice contract and you can tick two items off your to-do list at once. So what’s the problem?

 

The big issue with package deals like this is that they put AV suppliers in a position where the biggest potential drain on profits is the service that represents the biggest risk and greatest potential benefit to you. Your delegates probably won’t notice much of a difference between a set-up based on XLR cables versus one using CAT-5s. They will notice the difference between professionally trained and prepared interpreters and people who just learned the language on holiday.

Since the AV providers already have the equipment, payment to interpreters will be the biggest risk to their profit margins. That, in turn, can lead to them trying to find ways to save money on the interpreting itself. This is the same interpreting your clients are relying on for the meeting to be a success.

 

All professional interpreters have a minimum fee and the AV suppliers who take the package deal approach may negotiate hard to reduce these minimum fees. If you hire interpreters directly or via a reputable agency, these agencies and consultants will know that the return on investment of great interpreting is always higher than its costs. These same interpreting specialists will also know who the great interpreters are and how much it will cost to get them on board.

 

So, while package deals are tempting, it always pays to ask yourself whether such deals sacrifice quality on the altar of speed. If you want the kind of interpreting that ensures your event has the right impact, it will always pay to go to a reputable agency or an experienced consultant.

Crafting the Perfect Pitch – A Comprehensive Guide

By: Jonathan Downie    Date: January 9, 2017

Of all the ways that you can market your skills, getting an article in a publication or blog that your clients will read is my all-time favourite. It is much cheaper than advertising and has the added bonus of making you look like an expert in their business as well as yours. If that wasn’t enough, there is the rather bizarre possibility of a potential client spotting you at one of their events and saying they saw your article. That makes the conversation much easier.

 

So how do you do it?

 

There are several stages and you won’t master any of them first time out. I accrued a lot of rejections and missed opportunities to begin with. While it hurt like mad at the time, it really did help me to hone my craft. To make this little guide easy to follow, I will go through the process chronologically.

 

First, pick an audience

 I really shouldn’t have to write this but bad targeting is a really common mistake. I have lost count of the number of people who have pitched to my blog with no idea which audience I target or which audience they wanted themselves!

 

The more specific your audience definition, the better. My top target at the moment is UK-based events managers who organise international events but who don’t have an interpreting team or are looking for a change. My secondary target is event managers who want to shift into the international events market but don’t have the supplier contacts to do so. In both cases, I am aiming more at the younger, tech-savvy market than at the massive established players. I am also more interested in those who don’t specialise in fashion or medical products.

 

The more specific your audience definition, the better.

 

That is how specific you need to be, at least at the outset. If you want the full reason why you need to be that specific, listen to any podcast on marketing. The tl;dr version is that it is much easier to write a brilliant but narrow pitch than to try to please everyone.

 

Next, hang out with them

Before you even think about what and where to pitch, you need to spend time (preferably in person) with people from your target market. Go to their events, subscribe to their magazines, join their Linkedin groups. Do anything, in fact, that allows you to sample their language and concerns.

 

If you try to skip that stage, you end up with the same farce as I got when I pitched an article to an events magazine on running successful multilingual events. I got a very nice email from the editor saying that my topic was outside of their interests … only for them to publish a very similar article in running successful international events the next day by another writer. One word, one mistake, one very annoyed interpreter.

 

You simply cannot write a great pitch without learning the language and style used by your target audience. This is, by the way, another reason for being specific. In my case, I need to learn how the attitudes and communities of younger events professionals differ from their older counterparts.

 

You simply cannot write a great pitch without learning the language and style used by your target audience.

Listen a lot

 This is an extension of the point above but the slight repetition is necessary. It will always be tempting to jump right in and pitch after receiving your first issue of an industry magazine. I can just about guarantee that it will fail miserably.

 

My mum used to say that you have two ears and one mouth for a reason. And that adage applies here. In the same way as you might slice apart a project brief or comb through a source text, give yourself time (ie. at least three magazine issues, three all-day events or a couple of months in an online group or some combination of them all) to soak up the atmosphere and outlook of your target audience before you even consider pitching.

 

Strangely enough, over time, something amazing happens. As you get to know the people you want to write for, ideas for pitches seem to arrive by themselves. Suddenly, the gaps in their knowledge and, more importantly, the things they perceive to be important become obvious. Once you know the gaps in their knowledge and what they deem important, the rest begins to take care of itself. With practice.

 

As you get to know the people you want to write for, ideas for pitches seem to arrive by themselves.

 

One little note, based on brutal experience. Before you pitch, make sure that all of your interactions are professional to the utmost and try to resist the urge to correct misconceptions. No-one likes a smarty-pants and criticism will not be welcomed until you have built up a really strong relationship with the group. I have lost count of the number of people in my own profession who have thrown away any chance of having a positive influence by publicly slating clients and potential clients.

 

Practice in a safe environment

 At the same time as you are getting to know your target audience, you should be working on your writing craft somewhere semi-public but where you can’t be rejected. I will go a bit against the grain here and say that, for most people, a personal or business blog is not the best place to practice.

 

For most people, a personal or business blog is not the best place to practice.

 

There are two reasons for this. The first is that, in both the Event Sector and the Translation & Interpreting Industries, the posts that get shared the most tend to be those written for fellow professionals in that sector. And, unless you are extremely disciplined, you can get sucked into writing more in that vein to get your stats up and get praise from colleagues, rather than polishing a client-friendly style.

 

Places like Linkedin Pulse and the groups where you are listening to clients are much better. As far as Pulse is concerned, try writing a few posts on the basics of working with someone in your profession but aimed at people who don’t even know what an event manager or translator does.

 

As simple as those posts might sound, they are tricky to get right and they get a surprising amount of feedback and views. If you can make them sound informative but not preachy or didactic, you know you are on the right track. If your colleagues accuse you of writing really basic stuff but your potential clients start sharing your content, that is a sign you are getting it absolutely right!

 

When it comes to groups, practice writing brief responses to any relevant questions or blog posts that come up. You can get the same kind of practice by going to networking events in that industry and practising having good conversations that don’t turn into a sales pitch. In both cases, you should be aiming to sound like an expert in that particular area, who just happens to be a genius when it comes to translation or interpreting or events. Rather than someone from those professions who snuck in when no-one was looking!

 

Target More Than One Editor at Once

Once you have some practice under your belt and especially if you have gathered some positive feedback from people in your target market, you can start to find editors. Editors are your gateway to valuable space in magazines and should therefore be approached with due care and something nearing adulation!

 

Seriously, the best tactic I have found, which I still use, is to follow trails through articles posted in market-specific groups and cross-compare where I end up with the magazines that appear when I google search terms describing my target market and the words “magazine” or “publication”. Often, the leading magazines will actually be called something like [Field] News or [Field] Weekly. If you can see circulation numbers, all the better. But remember, you want the best publications for your specific target market, not necessarily those with the highest numbers.

 

Follow trails through articles posted in market-specific groups.

 

In my market, I could easily pitch to magazines with huge circ numbers which target the USA. Given that they are highly unlikely to hire me, that would be pretty pointless!

 

Once you have that kind of information, always have two or three potential targets at a time. Experience has taught me that all editors are juggling about a million things at once so it is likely that a large proportion of editors you contact will either never get back to you or won’t reply for at least a month. Don’t worry. By having a few on the go at once (get a system to keep track of what you said to whom!), you can reduce anxiety and increase the chances of getting an early win.

 

Do not, however, fall into the trap of blanket pitching to too many editors at once. Two or three at a time is about right. By the time you do proper research and spend time familiarising yourself with their needs and style, you will find that even doing two or three takes work! But it is more than worth it when your pitch lands you an article.

 

Pitch based on their needs (and your expertise)

 Editors have three basic needs: solid, relevant content that needs as little work as possible; coffee; and more hours in the day. Once you realise that, you can make sure that you hit two of them in every pitch (you can’t offer coffee, sadly).

 

I always pitch by first looking through one or two recent issues (or about a month of blog posts if I am aiming for a spot in a blog) and imagining where my content might fit in and what attraction it might have for their audience. Before I even start writing the email I ask myself this question: if I were reading this magazine, why would this content be important to me?

 

Notice that I didn’t say “for me”. We all think that our business is absolutely vital for our clients but if we can’t make a compelling case why they will agree with us, the editors of the publications aimed at those clients will just dismiss us. Answering that question badly or not at all has been the number one reason for me receiving rejections. And I have had a lot of rejections!

 

A simple way to reduce the risk of making that mistake is to try to include the phrase “I was reading the latest issue of [magazine] and I noticed that…” in your email. It could be “I noticed that you had a great piece by John Smith on events for international associations” or, “I noticed that you were going to discuss selling across cultures in a future issue” or whatever but hooking on to what they are already saying is a great start and it shows that you are reading carefully!

 

Hook on to what they are already saying.

 

A word of warning though, if you are going to finish that sentence with “I noticed that you haven’t covered [x]” be very careful. Often, that just gives editors a reason to tell you that your pitch is outside their remit, since you have just revealed that it isn’t a common topic. The only time that angle has worked for me is when I had found that they covered something near my specialism but left an important bit out. In that case, I could write something like “I noticed that Joe Bloggs wrote a great piece on international events but he didn’t talk about working with interpreters. Since that is such a vital part of making international events work, I would like to build on what he wrote.”

 

Make life easy for yourself (and the editor)

 The most important part of pitching based on their needs is making it easy for the editor to make a decision. Most magazines are split into sections so you should absolutely suggest which section your article might work best in, based on what they have already published there.

 

You can make life easy for yourself by reducing the entire article down to a three sentence paragraph, including the context, the problem and the solution. For a recent blog post on the website of a leading industry magazine, I mentioned the need for British events companies to win international business post-Brexit but the problem of the UK’s miserable record for language learning. The solution, I argued, was to work effectively with interpreters. To ease any doubts, I threw in some links to existing content that talked about some of those issues. Within 24 hours, the editor was in contact to offer me prime space on the blog.

 

Reduce your entire article down to a three sentence paragraph

 

That three sentence summary not only lets the editor quickly tell if you have a good idea but it also gives you a ready-made structure for your final piece, with enough wiggle room to allow your creativity to shine. In a pinch, you can also use it as the introduction of the final article, at least temporarily.

 

Think Snappy

 The very last part of writing the pitch is making sure that your pitch is way shorter than this post on how to write pitches!

 

Remember, editors are busy so make sure that your email can be read through in 30 seconds and skimmed in under 10. The longest version of your pitch should be three paragraphs long and look something like this:

 

  • a short, suitably complimentary intro, including your hook, a maximum of one sentence introducing you, and ending with the topic of your suggested article in five words or less.

 

  • the trademark three sentence summary of your suggested piece

 

  • a suitable friendly sign off, inviting them to get back to you.

 

If you can write it even shorter, feel free but do resist the temptation to stuff everything into a paragraph that looks like it has eaten too much Christmas turkey. When in doubt, cut stuff out.

 

Welcome Failure, Celebrate Success

 And after you have done all that, will success be assured? Sadly, no. Part of the process of pitching is the “fun” of failure. Some emails will never be answered. Some will come back with a rejection. Some, those precious ones, will come back with acceptances.

 

It always pays to remember that a “no” from one editor is often a stepping stone to “yes” from another. Some publications won’t be suitable for the content you want to write and that’s okay. For others, the timing will be wrong. And that’s okay too.

 

A “no” from one editor is often a stepping stone to “yes” from another.

 

The great thing is that the skills you pick up in reading clients and writing pitches become a vital part of your toolkit for other areas of your marketing and even for writing in other areas of your business. Add to that the joy and interest you get when clients see you as an expert in their field and the work is definitely worth it!

 

If you want to know what to do once you actually get accepted, you will need to read a later blog post.

How to be More Successful in 2017

By: Jonathan Downie    Date: January 6, 2017

Happy New Year!

 

After an exhausting 2016, many business leaders are excited and anxious about what this year may bring. All of us hope to do better this year than last year but, despite all the tips and tricks we might read about online, we might now know how. Here are three strategies I have found to be indispensable.

 

Key 1: Define Your Own Success

 

As both a business owner and a dad, I have no shortage of people offering me their tricks and tips and must-dos. Yet what is glaringly obvious is that most people will give you advice after making the assumption that you want the same things out of life that they do.

 

If I am going to be any more successful this year than I was last year, it will mean being clear about what I mean by “successful”.  More than that, with all of us under continual time pressure, actually knowing what success looks like makes it much easier to say ‘yes’ to the right things and ‘no’ to the wrong things.

 

Since I know the types of clients I want and the kinds of marketing that seem to work for me, I know to ignore anyone selling their latest gimmick. Since I know my priorities, I can also confidently ignore anyone who says that you can’t be a success unless you work 25 hours a day and wake up at 4am, having gone to bed at 5.

 

Key 2: Prioritise Personal Growth

 

In the translation and interpreting community, 2016 was a year where there seemed to be more courses and classes and conferences on offer than ever before. In the events industry too, it seems that people are more aware of the need for Continued Professional Development than ever.

 

The simple reason for this is that every penny invested in a good source of personal and professional growth pays off. I recently read two papers where it was found that the best way to improve sales performance was to set both sales targets and targets for what you wanted to learn.

 

Given how fast technology and business practice is moving, those businesses that sell more will be those where everyone is committed to staying consistently at the top of their game.

 

For event managers, that will mean staying up to date with changes in marketing and shifts in delegate expectations while learning how to integrate new technology. For interpreters, that will mean clocking up the practice hours, diving into specialist subjects and continually honing our approaches to clients.

 

Key 3: Find a Community

 

This last one is by far the most important. Remember how people go on about SMART goals? Well it turns out that the only way they actually have a real effect is when you mix them with regular accountability.

 

In fact, the more research I read, the more important I realise that it is to make sure that you are in a community where you can be supported to grow. No matter how senior you are in your company, you will need someone to listen when times are tough … and a little push when you have started coasting.

 

No-one grows consistently on their own. This year, perhaps the greatest gift you could give your own success would be to find a group of people who are trying to be more successful too.