Two years ago, I took the leap and decided to enter into the TORI competition after following it for several years and building my graphic design and writing skills.
I was so glad I did.
I was hoping for just one nomination and thought I stood a chance. That first year I took 5 wins, including a first place win in the hospitality category. The following year, it was a sweep: 5 first-place wins and 7 in total.
Looking back at the sweep, I was probably ready to enter much sooner and at least grab up a nomination or two.
As to the ROI, there are a few things to note.
First is the quality of the prospects that hear about me through the TORIs. They are not out seeking the most affordable service they can find. They are looking for the best and are willing to pay for it. I am now charging over $2K for a resume, LinkedIn profile, and cover letter package.
Secondly, selling is easier no matter how the prospect comes to me. If they heard about me through the TORIs, in large part, they are already sold. They’ve scoured the list of winners and chosen me because they prefer my style. When they come to me through referrals or other efforts, the wins solidify my expertise in their minds as I share my award-winning resumes (which I’m not shy in pointing out), screen-sharing my wins with them during the consultation.
Finally, my referral business has grown considerably as the TORI wins have strengthened my profile within the industry.
Since my investment in the low hundreds of dollars, I’ve bought in at least $25K in project fees, directly attributable to the TORIs in the last couple of years. Note that this is not for a massive number of projects, but a smaller number of high-priced ones.
This return doesn’t reflect: the clients who come from referrals from those TORI-sourced clients; the many projects that have been referred to me by other writers since winning; or the amount I’ve earned in referral fees from sending prospects away who aren’t willing to way 6 – 8 weeks to get on my schedule. What I can’t estimate is the number of non-TORI prospects who I’ve converted based on my wins, which I suspect is much higher than the $25K.
Entering into the TORIs is and will continue to be a top priority for me each year. There’s no way I will let the opportunity pass me by again.