Question: Dan, if you were starting out and had no references or
a substantial resume, how would you go about finding paying
customers for your services?
To answer your question, I'll assume you're a junior copywriter
or marketing consultant.
When I first started out and didn't know a soul, I'd open the
yellow pages and cold-call the business owners. I'd go to
networking events and try to get business. (Sucks!)
Sometimes I'd do a little 'switchcraft' and call the companies
who sent me direct mail letters.
Before I had a track record, I wrote a lot on a results-oriented
basis. This is also know as a 'sink or swim' or 'thrive or
starve' approach.
I'd write an ad or sales letter for a client, with the guarantee
that if the ad didn't work, I didn't get paid. If the ad did
work, I'd receive a flat fee.
Once I'd proven myself as a credible, conversion-oriented
copywriter, I switched to requesting compensation based on a
percentage of the sales.
Ultimately, I changed to a flat fee, plus a percentage.
It wasn't easy. It's a good thing that 'thin is in' because I've
been through a lot of lean and hungry months. I got ripped off so
many times I can't even count them. Understand... I'm not saying
this is what you should do, but that's what I DID.
In the beginning, you have to be pretty much shameless and
willing to check your ego at the door.
Be prepared to take on any kind of job for any kind of price.
You want to make yourself damn busy. You want the law of supply
and demand to work in your favor.
Your goal is to build up a portfolio of satisfied clients as
quickly as humanly possible.
If it soothes your wounded ego, think of the process as 'earning
as you're learning.' By taking a wide variety of jobs, you'll not
only hone your skills a hell a lot faster, you'll also build up a
reputation as someone who's 'earned his chops.'
And don't forget to collect testimonials.
Success breeds success.
Ultimately, just like me, when you're in demand, you'll be able
to name your own price and do business on your own terms. If a
prospect has a problem with how much you charge, you don't need
to have a problem with them.
All you have to say is, NEXT!'
Don't worry, if you're good at what you do, you don't have to
'settle for less.' (If you're not good at what you do, and aren't
striving to make yourself better, you have no business being in
business.)
Here's another plus about providing good value: your clients will
tell other people about you. You won't have to go looking for
clients; clients will come looking for you. That's the position
you want to be in…at the head of the 'receiving line,' picking
and choosing your clients.
Your skills are in demand. The business world needs good
copywriters. And good copywriters are rare. So the pro's in this
profession are always in high demand.
As a marketing consultant or copywriter, you're better off if you
don't have to engage in actively persuading prospects to hire
you. You're in a much more powerful position, of course, if they
come to you.
An excellent way to make yourself the 'go-to' writer that
everyone wants is to establish yourself as an expert. Writing
a book, creating a website and speaking at events are all
excellent ways to gain a reputation as 'Miss Information'
or 'Mr. Know-It-All.'
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