Direct marketing to direct clients

Description

Instructor: Sarah Silva is a UK-based German to English chemical translator. After a few years working for international manufacturers in the paper, flooring and pharmaceutical industries, she finally found the perfect way to combine German and chemistry and retrained as a translator. Sarah has been translating since 2008, and is a qualified member of the Institute of Translation and Interpreting (ITI). After successfully breaking into the direct client market in a conservative industry (chemical coatings) in a conservative country (Germany), Sarah now teaches other translators how to land direct clients through highly-targeted direct marketing campaigns. Sarah lives and works in Kent, the Garden of England, and she is also the author of Small Island, Big Business – The Insider’s Guide to Success in the British Market.

Next session April 5-29, 2021: Live sessions on Mondays and Thursdays at 12:30 PM New York time: April 5, 8, 12, 15, 19, 22, 26, and 29. Recordings provided if you can’t attend live.

Registration: $365 through March 26; $380 thereafter if spots are still available. Coupon codes (apply one or more at checkout):

• ATA (members of the American Translators Association; $15 off)
• NEW (new Training for Translators students; $10 off)
• ALUM (previous Training for Translators students; $15 off)

Description: When trying to break into the direct client market or expand their base of direct clients, many translators use a scattershot approach, with disappointing results. In this course, we’ll explore a better way: a highly-targeted direct marketing campaign to a carefully selected list of potential clients. With a structured yet flexible approach, multiple contact points, and a way to surprise and delight your future clients, you’ll learn a fun, proactive approach to marketing that gets you talking and working with your target audience.

This is a practical course to get you marketing to direct clients right away. By the end of the four weeks you will have put together your first marketing package, complete with sales letter, and have a detailed plan in place to start your multi-step campaign to get new clients.

You will receive guidance and personal feedback on four assignments. These include the sales letter and package that we’ll create to ensure your first impression is memorable, well received and sets you up for success. And once you’ve run one campaign, you’ll be able to implement this strategy time and again.

Each week covers a key aspect of direct marketing:

Week 1: Fundamentals of direct marketing campaigns. We look at the strategy, your targeting, and decide on different options.
Week 2: Marketing with impact. Going beyond what we think clients want so we surprise and delight them with our insights and offers, address their unspoken wishes and handle any perceived objections about working with us.
Week 3: Fearless follow-up. Set up your marketing to make it easy (enjoyable, even) to contact your potential clients multiple times and ensure they are happy to hear from you.
Week 4: Ready. Set. Go! We pull together all the elements of your campaign into a clear plan. Know what to send, when, and how to adapt to different scenarios.

Registration includes:
-Four live slide presentations (recordings provided)
-Four live question and answer sessions (recordings provided)
-Individual feedback on four homework assignments
-E-mail support from Sarah and Corinne during the course
-Free access to Corinne’s monthly alumni question and answer sessions after the course ends