"Marketing Online" by Marcia Yudkin
Subject: Successful schmoozing
When I left my full time job in December, 1994, I was as char-broiled as any case of burnout you've ever seen. I had but two thoughts in mind at that time: 1) I wanted to have my own business, and 2) I wanted it to be computer based.
I joined several of the online services, got an internet account, and began "schmoozing", although at the time I didn't realize that was what I was doing. I also downloaded a number of text files from the libraries of the online services. I found that the files contributed by two people in particular were of immense value and help: those people were Susanna Hutcheson and Marcia Yudkin.
I joined the forums, bulletin boards, and Usenet newsgroups that were of interest to me, mainly those in the marketing, advertising, and public relations field, as well as the hypnosis and self-improvment newsgroups. Fortunately, I did as you outlined in chapters 6,7, and 8 of your new book. The results were amazing.
I had started a marketing agency, working out of my home office. As I began to participate in the online discussions and contribute ideas and suggestions, I began receiving inquiries, both publicly and privately, about my services. This led to picking up several new clients. But wait, it gets even better.
I came in contact with someone who was in the process of setting up a new Internet Access Provider. He was looking for someone with both traditional marketing experience and knowledge of the online world. I ended up being offered (and accepting) a position as V.P. of Marketing for this company, along with an equity position in the new business. And the best part is that I still do 75% of my work from my home office!
By using the schmoozing technique you describe, we have been able to attract an ongoing stream of new clients for our business. I also was interviewed by a reporter for a major national magazine, who found me online, and will be included in the article when published in the September issue. You know that reprints of that article will be included in mailing to current and prospective customers.
Our business is taking off because of the principles you write about in your book and in your online postings. Keep on writing, Marcia, and I'll keep on reading, using, and growing my business.
V.P. of Marketing, BusinessOn Corporation
President, McBride Communications