Worried about how he was going to support his young family, Michael decided to create a buzz piece to promote his most profitable specialty: white paper writing. In fact, his buzz piece, which took the form of a short special report, was called, appropriately, A White Paper on White Papers. Just one month after making it available as a free download on his website, he attracted more than 400 businesspeople hungry for that information, many of whom were good prospects for his freelance services. His project schedule began to fill again with lucrative work, and today Michael is arguably the most sought-after white paper expert in the business.

Copywriter Nicky Jameson experienced similar results. Just starting out as a freelancer, she had no clients, no contacts, and no track record. She considered cold calling to try to get her first paying client but knew that was going to be an uphill battle. Then, acting on the suggestion of her marketing coach, she decided to create a buzz piece. It was in the form of a 7-page list of tips called The 19 New Rules of Social Media Copywriting.

She posted the report on her website and announced its availability by issuing a press release and sending out letters to local marketing managers (her target market). “Things happened very quickly after that,” Nicky reports. Hundreds of people—several of them potential clients for her services—requested the tips, and several notable blogs and industry publications picked up the story. Cape Peninsula University even added the document to the required reading list of its undergraduate advertising program!

Today, Nicky is on the cusp of becoming an internationally recognized social media copywriting guru. And she’s currently fielding several copywriting, consulting, and even speaking offers. “I couldn’t have got my freelance business off the ground so quickly if I hadn’t created that buzz piece,” Nicky reports. “Thank goodness I did!”

What is this amazing buzz piece that did wonders for Michael’s and Nicky’s freelance business—and could very well do the same for yours? That’s what you’re going to learn in this chapter. As you’ll discover, a buzz piece can help you attract a lot more clients, position you as a go-to expert, and … well … create a buzz that brings opportunities to your doorstep. Next to an effective website, creating a buzz piece is the best investment you can make in your business. And considering how relatively easy it is to create, you’d be a fool not to have one!