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How would you approach local business owners regarding copywriting services?

by Mike Schwenk
8 replies
Hey Folks,

I've only really talked to a few business owners that I personally know in the area, but I've been thinking of reaching out to others.

As the title of this post implies, my question... is how would you go about doing such a thing?

I had an idea of typing up a letter and mailing it directly to them, but I'm debating whether or not it would be more beneficial to approach them in person.

Personally, I would much rather write one letter (modified where necessary) and mail it out all in one go.

I don't mind personally approaching or even calling, but it just seems more efficient to go the mail route.

As far as the letter goes, I've been told that it is better not to try to sell your services directly (obviously)...to not bother to try and educate a market.

So what would you feel the best way to go about it is?

Once I have my letter together, I'm thinking about going the "lumpy" route.

It may be lame, it may not... but I'm thinking about picking up a 50-count package of that newer Starbucks instant coffee and placing one in each letter.

Perhaps even leading things off, based on that:

"Let's have coffee..." or "You've been working hard. Kick back for a few minutes, enjoy a cup of coffee on me and..."

That wouldn't necessarily be a headline, but you get the idea.

Just trying to get more things going for when I get done with who I'm currently working with, since I'm pretty much just starting out.

What do you think?

-Mike
#approach #business #copywriting #local #owners #services
  • Profile picture of the author SEOArbiter
    Do you have a simple website for your services?Make sure to promote it in your direct response letter. Have you ever written direct response? It is a whole different 'animal' much like SEO copywriting differs from regular. You want to keep your letter conversational. Explain the benefits of using you vs. an in-house staff person writing something, state results others have gained, and I love the idea of including a freebie. Be sure to include teaser copy on the outer envelope, the freebie offer on the inside to get them to open, and a call to action, phone, email, website, etc.
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  • Profile picture of the author chapdaddy
    I'm working on a letter for an off price prom dress wholesaler and I like the coffee idea... i'm totally gonna use that.
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    • Profile picture of the author Mike Schwenk
      Originally Posted by chapdaddy View Post

      I'm working on a letter for an off price prom dress wholesaler and I like the coffee idea... i'm totally gonna use that.
      Glad to be of inspiration...

      I'm not sure what sort of service they would really need, but there are two floral shops nearby that advertise quite a bit.

      I want to mail them, just to include a small pack of seeds with the headline "Let's Grow Together" or "Let's Grow Your Business Together".

      If nothing less, they'd get a chuckle.

      -Mike
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  • Profile picture of the author WickedWally
    Here's what you do champ.

    Find out who is advertising in the papers FIRST.

    Find out who is advertising in the magazines FIRST.

    Find out who has hired copywriters FIRST...

    Then you approach those people.

    Buy a couple of newspapers from your local store, scan the pages for advertisements that suck, go back home... write a ONE PAGE letter to the owner of the shop which wrote the advertisement and tell them their ad is horrible and that you can do a better job.

    Signed sealed deliverd.

    P.S.: Offer to challenge their results, but don't make the mistake of saying something like "I can increase your results by 200%!"... say more like "50% increase"... that'll be just fine with brick and mortar businesses. And let them know that because the ad will do better they won't have to advertise so much and they can save money because of you.

    There... you're now their hero.

    Get it to.
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    • Profile picture of the author Mike Schwenk
      Originally Posted by WickedWally View Post

      Here's what you do champ.

      Find out who is advertising in the papers FIRST.

      Find out who is advertising in the magazines FIRST.

      Find out who has hired copywriters FIRST...

      Then you approach those people.

      Buy a couple of newspapers from your local store, scan the pages for advertisements that suck, go back home... write a ONE PAGE letter to the owner of the shop which wrote the advertisement and tell them their ad is horrible and that you can do a better job.

      Signed sealed deliverd.

      P.S.: Offer to challenge their results, but don't make the mistake of saying something like "I can increase your results by 200%!"... say more like "50% increase"... that'll be just fine with brick and mortar businesses. And let them know that because the ad will do better they won't have to advertise so much and they can save money because of you.

      There... you're now their hero.

      Get it to.
      Certainly.

      I've actually done the newspaper thing, but I have to admit I haven't taken much action on that method yet.

      I'm planning on grabbing another when I go to mail (if not before). That will be my first source of ideas of who I can contact.

      -Mike
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      • Profile picture of the author RickDuris
        1. Local small business owners are not looking for copywriters. A quick search of craigslist in your area will pretty much confirm that.

        2. What they ARE looking for are results. Sales. Business improvement.

        3. To elaborate: What you may want to consider is engineering various types of campaigns and promotions, and bundling your copywriting services in with the package.

        For instance, engineer a JV between an auto repair shop and the local car wash.

        Or sign-up a business to reactivate past customers.

        Get a small but meaningful good faith deposit, and then make your money on the back end, once sales start to take off.

        4. If you must sell your copywriting services, find the crappiest ads you can find, and pitch the owners on improving their response, if they're willing to do a small test.

        - Rick Duris
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      • Profile picture of the author MikeHumphreys
        Mike,

        I would suggest playing to your strengths.

        If you're good at networking or cold calling, then do it.

        If you're good at doing direct mail, especially lumpy direct mail then do it.

        If you're good at all of them, then do them all. Don't rely on just one method to find prospective clients.

        I would definitely *target* who you contact... at the very least the size of the business (i.e. Joe the one-person bakery is not a good choice) should have some impact on your choice. I would suggest picking niches and businesses that you understand... nothing will flatten your enthusiasm for a project than to have to write copy about something that doesn't interest you or you don't understand completely.

        I prefer to go after businesses that I know have hired a copywriter before but that's not an exclusive. I've gotten a lot of client projects from people who had never worked with a copywriter before (both offline and online).

        Mike, here's a link to a pure content, no pitch interview I did with A-List copywriter Doug D'Anna a few years ago for my Market Your Copy site. It's free to listen to with no opt-in needed.

        Market Your Copy and Doug D'Anna Exclusive Interview

        Doug's a really sharp guy and a fantastic financial/investment copywriter too... I believe you'll pick up a ton of great advice.

        Best of luck,

        Mike
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        • Profile picture of the author arfasaira
          I think everyone here is giving you very good advice.

          I personally have approached businesses directly - some of the best ones are webdesigners who don't have time to write content, graphic designers who may wish to collaborate with you to provide clients a complete solution (I have done this and teamed up with a local designer who also does the printing - voila, copy, design and print in one go, what more could a client need?) and local education services who may need reports and newsletters.

          Solicitors and accountants and designers in general are also great places to go. Oh, and ensure you join your local Chambers of Commerce - their business events are great - you attend a a networking event and deliver your elevator pitch to businesses who are warm contacts - they are there to connect with people who can help them and is far better than cold calling.

          With any of these, make sure you have a good portfolio and a website to showcase your work. Get testimonials where you can and include them. And really sell yourself by writing your own brochure of the services you offer and have them professionally designed and printed to hand out. Don't just hand out to everyone though. Get business cards for that.

          If you attend networking events, hand them out here, and to places who are known to hire freelancers.

          Lastly, I suggest you get the 'Well Fed Writer' by Peter Bowerman. This really is the last word on freelancing successfully. In fact, I would pretty much say that you don't need any other book on the subject matter if you have this one at your disposal.

          Best of luck!
          Arfa
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