I agree with both Nick and Greg. But they didn’t talk much about getting to your “step1”. Getting a meeting with a client is usually harder than any actual job they throw at you. There’s gate-keepers, filters, buffers and bouncers to get past, just to make your pitch. And these days, you’re pitching most of the time and not just sitting by a phone waiting to take calls from clients. You have to pursue the work actively. A good reel or several, each one geared to a specific market, is a must. A “calling card” piece, one that show off the width and depth of what you can do, will back-stop your live sales pitch.
Successful marketers do a lot of research on the potential customer before approaching them for work. Know who’s-who, what they do and don’t do, who their main competition is, what’s the current buzz about them online. Do they have near-future plans you can help them with? Do they need to freshen up an existing product or brand? Are they looking to revive or save a dying product? Do they have training and in-house communications needs, not just exterior marketing, PR and advertising? Do they do trade shows? Is there a big shareholder’s meeting soon, and do they need a video version of their prospectus? Are they recruiting new talent away from competitors, or recent grads from tech schools? Do they need to tell their own side of a difficult story to a news-wise viewership and local and stage governments?
You can make a lifetime’s worth of productions from one or two from that list.