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Question: If you were starting out and had no
references or a substantial resume, how would you go
about finding paying customers for your services?
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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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Question: What's an easy way to deal with lingering
doubts and questions about an offer with the best ways
to create urgency and compel people to act now?
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As any good copywriter or marketer will tell you,
overcoming resistance is essential to closing a sale.
And as any successful copywriter or marketer may keep
secret, there are essentially 5 foolproof ways to
create a sense of urgency.
1) Limited Time
Time waits for no man, and neither should your offer.
Set a time limit to send a clear message that says,
"You must act NOW." Be sure to state a very specific
deadline. Dont say "This offer will expire soon."
Do say, "This offer will expire on July 20, 2004" or
"This offer will expire at midnight on June 12th" or
"This offer will expire in 10 days." I think you know
what I mean.
2) Limited Quantity
What do diamonds, vintage wine, and a triple-play in
baseball have in common? They're valuable because
they exist in limited quantity. Give your "Widget" the
same value by advertising that only a limited number
of these Widgets were produced. Or say that only a
limited number of these Widgets will be sold.
Again, be very specific. The above example should
really read: "Only 341 of these Widgets will be sold
at this special 38%-off discount price."
For a double-whammy, add a little financial incentive
to your limited quantity offer: "Only a limited
number of these Widgets will be sold at THIS special
price" or "Only a limited number of these FREE BONUES
will be given out."
3) Exclusivity
People want to feel special and like they're getting
something that other people aren't. Thats why the
"golf club members only" deal work so well...
4) Superiority
I've got an ego, you've got an ego, and you can bet
your sales message that your prospect has an ego.
Appeal to it with offers that say, "This deal is ONLY
for action takers." and "This deal is ONLY for
successful people."
5) Popularity
People like things that are popular and they trust
what other people like... even if they don't know
those people. It's the reason that restaurateurs
always put customers in the front windows...you don't
want a prospective diner looking in on a bunch of
empty seats...
People like to be part of the "popular crowd" and they
also don't want to experience the pain of being on the
outside looking in. So stir up the pain and remind
your visitors what they will miss out or lose if they
dont act now.
These two tactics are a one-two punch that will knock
consumers right out of their lethargy and right into
your offer.
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