Do you ever hear people say they "got" a new client from LinkedIn?
And don't you wonder...
What does that mean?
How does that work?
It's simple, but not as effortless as it sounds...
So if you want to know what actually works, episode 524 of the Marketing Mentor Podcast is for you.
I caught up with Leslie Blaize, a case study copywriter in the Architecture, Engineering and Construction world, and a member of my Simplest Marketing Program, who recently landed two clients (one with a year-long retainer!) through her LinkedIn newsletter.
In our conversation, Leslie shared exactly what she’s doing to market herself, including where she goes to network with "her people," how often she sends her LinkedIn newsletter, how she uses honesty to land clients and much more.
So listen here (or below) and learn…
I do hope Leslie's story inspires you to take one small action, one tiny baby step, and then another and then another.
And If you want my help finding actual clients using AI, check out my new 1:1 AI Client Finding Coaching Calls or you can just sign up for my Quick Tips.
Read the complete transcript here
Ilise: Alright! Hello, Leslie! Welcome.
Leslie Blaize: It's great to be here chatting with you, Ilise.
Ilise: Thank you, and please introduce yourself.
Leslie Blaize: Alright. I'm Leslie Blaize, the owner of Blaize Communications, and I’m a freelance writer specializing in architecture, engineering, construction, and case studies. My goal is to help clients market their brand, differentiate themselves, and connect with stakeholders.
Ilise: Nice. I love your elevator pitch! Let’s talk a little bit about your niche and how you chose it. Also, I just want to point out that you have a combination of horizontal and vertical niches. I don't know if you're aware of that, but it's one of the best kinds of niches to have: specializing in something like case studies for a market like the AEC market. So just tell us how you came to that niche.
Leslie Blaize: Okay, and I’ll add that I do case studies, but I also do other kinds of content. I spent many years providing corporate communications for a multidisciplinary firm. When my position was no longer available, I said, "Right then, I’m going to be a freelance writer." The first thing I did was a friend came to me and said, "Oh, good! Now you can edit my mother’s World War II memoir."
That was lovely—very dramatic. She was in Germany during World War II, with bombs falling around, and she met her husband, a serviceman. It was an intense story. But after I got through that, I realized, "You know what? That’s probably as good as it’s going to get, and I should really go with what I know best, which is the AEC industry." So, I made that clear choice.
Ilise: And explain just a little bit about what the AEC industry is for people who don’t know.
Leslie Blaize: Sure! AEC stands for Architecture, Engineering, and Construction. It's the built environment and all those different specialties that fall into it.
Leslie Blaize: The reason I got into case studies is because there’s a lot of emphasis on the technical expertise in the AEC world, which is wonderful. I admire the people in it so much. But there’s also the human side of it. When clients are hiring firms, it’s people they’re hiring, and they hire them because they know, like, and trust them. We’re talking about big projects—oftentimes multimillion-dollar ones—and the client really wants to know that they can trust the firm they’re hiring.
Leslie Blaize: I started taking case study courses through Casey Hibbard and AWAI, because I realized this is right up my alley. I’m an old newspaper reporter. I ran weekly newspapers and worked on a daily newspaper. I enjoy interviewing people and telling their stories.
Leslie Blaize: I learned that case studies—talking to happy clients and getting their story—was something that was often missing in these firms. They often focus on project updates and technical solutions, maybe with a testimonial here and there. But I like the idea of interviewing the happy client and asking, "How did this firm help you? What was your challenge? What was the solution?" That approach adds a human element that makes the story more engaging and real.
Leslie Blaize: That’s why I became so passionate about it. And that’s why I started my LinkedIn Newsletter because I really believe that human connection is important in the AEC world.
Ilise: It sounds like you've made it your mission to help the AEC world understand the value of case studies. It seems like, from what you’re saying, they didn’t really understand why investing in that kind of marketing tool was so important, right?
Leslie Blaize: Yeah. They use testimonials, but for many of them, not to the extent that I would like to see. It's very technically based, but when you bring in the human element, you start to see the full picture.
Leslie Blaize: And then, with the rise of AI, it’s great for many things, but AI can’t tell your firm’s story in a way that differentiates you. It can’t share the story of how you drove through the night to deliver a part or how you checked on a building over the Christmas weekend and found frozen pipes. Those are the kinds of stories that demonstrate how committed professionals are to their craft.
Ilise: I love that. Let’s dive into your marketing strategy. If I asked you, "Leslie, what is your marketing strategy?" what would you say?
Leslie Blaize: I reach out to marketing directors, managers, and small business owners who might need content help. Marketing departments are often very busy handling proposals, conferences, and other tasks. I offer my help with content, including case studies. Even if we don’t get to one right away, I can assist them in the process or act as an advisor.
Leslie Blaize: I also attend regional conferences through the Society for Marketing Professional Services (SMPS), where I connect with prospects and learn more about their concerns. I live in Billings, Montana, and I’ve been attending the SMPS Pacific regional conferences for years.
Ilise: Let’s talk about networking, which can cost money and time. Many creatives ask, “Why would they let me come to one of their events? Won’t they look at me and wonder what I’m doing here?” Has that ever been a concern for you?
Leslie Blaize: I’m a member of the SMPS, and I’ve earned the Certified Professional Services Marketer (CPSM) designation, which is rare—there are only about a thousand of us. So, while I might be the only freelance writer at these conferences, it’s not an issue. I’m happy to meet people, and I make sure to put myself out there.
Leslie Blaize: At a recent conference, I struck up a conversation with a gentleman who was looking for writers for an anniversary book. We connected, and I followed up with him afterward. Another connection I made was with an engineering company that needed writers for their magazine. I made their list, and although I didn’t respond quickly enough this time to get the job, I’m still on their radar.
Ilise: That’s a great example of networking. You’ve done outreach and networking. What about content marketing? You mentioned your LinkedIn Newsletter—tell us more about that.
Leslie Blaize: Yes, my LinkedIn Newsletter is my main content marketing tool. I send it out once a month, usually on the first Thursday. I also send out a follow-up email, “In case you missed it,” because people don’t always see it the first time. If I connect with someone new, I invite them to join my list, and now I have around 800 subscribers. It's specialized content, and while I may never hit 10,000 subscribers, I’m focused on attracting the right audience.
Leslie Blaize: I also write for the SMPS National Magazine and for a client’s magazine, and I regularly revisit past articles to add new spins or updates. One of my recent articles was about using social proof in case studies, which is a key theme in my work.
Ilise: How do you come up with your article ideas?
Leslie Blaize: I’ve used ChatGPT for some idea generation. Other times, it just comes to me. I keep a file in my AEC Connect folder with potential topics, and I also revisit past articles to see how I can update or reframe them.
Ilise: And do you share your posts anywhere other than LinkedIn?
Leslie Blaize: No, I focus on LinkedIn. I do occasionally share articles, but I don’t use Facebook or other platforms. It’s working well for me, so I continue to focus my efforts there.
Ilise: How has content marketing been working for you?
Leslie Blaize: My two biggest clients now are from LinkedIn. One client found me through articles I wrote for an industry magazine. They liked my work and decided to sign a year-long retainer with me. It’s my first retainer, and it’s been great. They hired me to write for four issues of their magazine and attend one of their conferences in North Carolina.
Leslie Blaize: The second client found me on LinkedIn too. I’m editing a best practices manual for a multidisciplinary firm. I submitted a proposal, and they hired me after an interview. I think they chose me because I was honest about the process and made sure I understood what I was getting into.
Ilise: That’s great! Can you tell us more about your experience with retainers?
Leslie Blaize: A retainer means they pay me a lump sum for certain tasks throughout the year. For this client, they’ll pay me in four quarterly installments for the work I’ve agreed to do. This allows me to relax, knowing that I have guaranteed work with them for the year.
Ilise: What’s your number one tip for our listeners?
Leslie Blaize: Passion is key. If you’re passionate about what you do, it will drive you forward. Be willing to say yes to new opportunities, even if they make you nervous. Also, have a mentor who can guide you and offer honest feedback.
Ilise: Excellent advice. Thank you so much for sharing all of this, Leslie. Where can people find you online?
Leslie Blaize: You can find me on LinkedIn—Leslie Blaize—or visit my website, Blaize Communications (blaizecommunications.com).
Ilise: Thank you again, Leslie. It was a pleasure having you!
Leslie Blaize: My pleasure, Ilise!