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How to Get Clients Now and in the Future

by shawnlebrun
11 replies
I just read a reply by Ray on another thread... and I really agree with what he said...

Originally Posted by Raydal View Post

Actually it is quite the opposite. There are so many "copywriters" flooding the
market that is is becoming more and more difficult for the cream to rise to
the top. Also, for the business looking for a copywriter (most don't know
what they really want or what a copywriter looks like) it's a lot more
confusing and challenging for them.

A lot has to do with the popularity of the Freelance sites which have made
a commodity out of writing in general.

-Ray Edwards
I'm seeing this more and more.

Now, with that said... the GREAT copywriters who know how to produce results and who have a rep for beating/getting controls... they'll always be in high demand and won't have to work as hard to find clients.

Most clients find THEM. Once you have a few controls under your belt... you don't have to work as hard to
find clients.

But what about new copywriters starting out?

I just had a discussion with a newer copywriter the other day. He asked me what he should do these days to land clients... considering there's so many places you can hire writers these days.

I gave him my thoughts... and my top 4 recommendations... wondering if anyone here had other ideas and ways they were getting clients.

1. Networking and going to seminars: For those who can afford it, this will always be one of the top ways to get clients. Shaking hands and just KNOWING and meeting people can get you plenty of gigs. It's still true... often times it's WHO you know... and it's easier to know people when you meet them in person and can sit face to face.

2. Build your platform: Whatever your platform... whether it be a blog, Facebook, twitter, YouTube, etc... you need a way to be seen and heard. I think building a platform in which you can create your VOICE and build relationships is crucial.

3. Niche it down and focus on one market: For me, this is the single best way to stand out these days. For a time, all I did was fitness copy and people found me and hired me without having to advertise my services. Then I got into financial copywriting and writing for the stock/binary/forex markets and once again... clients found me.

I think becoming known as THE specialist copywriter in a given field is the best way to stand out these days. Everyone else is going deep and focusing on one niche... why should copywriters be any different. Once you're known for producing controls in a specific niche... clients will find you and pay you well.

4. Market with content: another trend I'm seeing is how top companies now rely on valuable, informational content that has a unique voice, is entertaining, and gets/keeps attention.... this is how they're marketing these days. I think content will always be key online, but it's gotta be unique, have it's own voice, be entertaining and informative, etc...

Just writing articles for the sakes of getting content out there... that won't do much. But start putting out content that's unique, fun, educational, informative, entertaining, helpful.... create your own unique VOICE in your content... that will do a lot of your selling for you.

So, those are my top 4... I think if you focused on all 4... in a short time you should be able to rise to the top and become less of a commodity and become more of someone who seeks you out.
#clients #future
  • Profile picture of the author MatthewRHallEsq
    Originally Posted by shawnlebrun View Post

    4. Market with content: another trend I'm seeing is how top companies now rely on valuable, informational content that has a unique voice, is entertaining, and gets/keeps attention.... this is how they're marketing these days. I think content will always be key online, but it's gotta be unique, have it's own voice, be entertaining and informative, etc...

    Just writing articles for the sakes of getting content out there... that won't do much. But start putting out content that's unique, fun, educational, informative, entertaining, helpful.... create your own unique VOICE in your content... that will do a lot of your selling for you.
    Great post, Shawn. Can I add a list item?

    5. Promote your content. Great content is worthless if no one reads it. When growing a website, spend 20% writing content and 80% promoting that content. If what you write is worth reading, you'll begin growing your reputation very quickly. SEO expert and great content writer Brian Dean has built his reputation on teaching growth strategies.
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  • Profile picture of the author Raydal
    All of those methods still work, especially #1, but it is still true that it
    is getting harder to get copywriting jobs than say, 5 years ago. This
    is a reality that most copywriters don't like to talk about in public
    because they have been taught to position themselves as always
    having "just 1 opening this month"--i.e. busy with client's work and
    in demand.

    -Ray Edwards
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  • Profile picture of the author fxstay
    step 4 Market with content is the most important part i think .. focus on Unique content
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  • Profile picture of the author elmo033057
    There are approximately 140,000 new websites being created every day. Of course, only a portion of those are by people that are going to need ad copy written, but still, the numbers are going to be good.

    Many entrepreneurs on the Internet don't even think about advertising copy. Many of them have "The Field of Dreams" attitude. (If you build it, they will come.) They don't even think about how their pages need to be structured or written.

    As many of you already know, these folks need to be educated and SOLD.

    How is selling advertising copy different than selling any other service? Insurance salesmen have to educate and sell, vacuum cleaner salesmen have to do that. Last week our church was educated by the local exterminator who educated our church members on treating for powder post beetles. Boy, did we get an education!!! ( Sold us too!)

    Perhaps you are right. Maybe it was easier years ago, when the economy was stronger and the Internet was newer. People flocked to your email messages and called you off the hook because Internet Marketing looked like an easy way to make money from home.

    Looks like people got smarter or money isn't as plentiful as it was before....Don't really know.

    However, I'm thinking people are more net savvy now and getting those clients is going to require a sales process that is just as sophisticated as selling any other service out there.

    So having said that, I believe the successful copywriters are going to be the ones that understand and can implement a sales process of some type. Shawn's post is exactly right, especially meeting people face to face which is the best way to sell your services.

    Oh, and lest we forget, good copywriters write and make money in a wide variety of ways. Bob Bly writes copy, white papers, technical reports, articles and sells a crap load of his own information products. So, there's plenty of ways a writer can do this thing.

    Anyway, just my 2 cents, for what it's worth.

    ELMO
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    Mark "Elmo" Ellis
    "When It Comes To High Response Copy - I've Got Your Back!"
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    • Profile picture of the author Alex Cohen
      Originally Posted by elmo033057 View Post

      I believe the successful copywriters are going to be the ones that understand and can implement a sales process of some type.
      I agree with Mark.

      My advice: Before hanging out your shingle, position yourself effectively in the marketplace. Then implement a sales process.

      Alex
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  • Profile picture of the author shawnlebrun
    Good post Mark.

    The longer I've been doing this, the more I realize that it can be a lot more profitable, and a lot less stressful... to work with those clients who KNOW the value of good copy and are willing to invest in it.

    In other words... instead of trying to work with clients who are either just starting... or are not doing well, instead try to work with those who are doing well and making money...and then try to help them make MORE money.

    In my experience, it's been easier and more profitable to help successful companies become more successful than it is to try and make a struggling one successful.

    Also, you want to shy away from clients who look at you as their savior and who are hinging their entire success/failure on you and your copy.

    I've learned this the hard way in the past. You need to make sure the client has other aspects of their business handled... and make sure they have the means to test out your copy long enough to make the necessary tweaks/changes.

    You never want to be the "savior" in the eyes of your clients.... in other words their entire company's failure or success hinges on your copy. Been there, done that in the past, and it's never a good sign.
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  • Profile picture of the author elmo033057
    Shawn,

    Man, that is killer advice and very true!

    I recently had to ditch a client that just didn't get it. When I had my initial conversation on the phone with her, I tried to play her off, but she kept telling me she wanted to work with me. However, once we started working on her copy, she kept telling me how to rewrite it.

    No matter what I did, she would tell me that I just didn't "get" her business and she would dictate to me exactly what she wanted me to write. I tried to get rid of her 3 different times. UGGGH!

    Very, very frustrating.

    Your comments were very good. Basically you are qualifying the prospect just like you would if you were trying to sell them insurance or a service. I used to work in sales for awhile years ago. and after going to people's homes that had absolutely no money, I learned real fast not to waste my time with them.

    So, your advice is excellent, and I really appreciate it.

    God Bless!

    Mark
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    Mark "Elmo" Ellis
    "When It Comes To High Response Copy - I've Got Your Back!"
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  • Profile picture of the author Ronak Shah
    I often find customers asking for content writing when they actually need is copywriting.

    It's such a 'mess-y' world.

    I have to teach them the difference between copywriting & content writing.

    It's quite irritating & stressful.

    Crazy ain't it? But true.
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    • Profile picture of the author elmo033057
      Ronak,

      Hey, you could write content for them using ad copy principles. I know one really good copywriter that wrote his articles very similar to ad copy. That way, you could still keep you chops up, make money and get clients.

      Just a thought.

      ELMO
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      Mark "Elmo" Ellis
      "When It Comes To High Response Copy - I've Got Your Back!"
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      • Profile picture of the author ThePromotionalGuy
        I don't believe it's getting any harder now to find clients then it use to be.

        What is getting harder to find is "Low Hanging Fruit" type prospects.

        Be honest that's what we all really want.
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        • Profile picture of the author Chriswrighto
          LinkedIn is also a good way to find clients (if you're in a good market for it).

          Especially if you've already built up a few connections in the industry. It's not too hard to get introductions or at least be "2nd connections" with the decision makers. Then all you need to do is offer THEM something, like an idea for a promotion or maybe a connection which could benefit them.

          Be an ideas guy!
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