How To Get Business Right Now

...the city of Akron was in an uproar.

The ad was played over and over and over again, not because Gary paid to have it run, but the local DJs, in particular, Jerry Healy, thought it was one of the funniest ads ever run on radio. It was talked about, it was literally getting thousands of dollars worth of FREE publicity (something which Gary liked by the way).

Gary was shooting pool, we had a mutal friend, a letter carrier, and they were tearing him a new one. When we got around to talking about the ad...he got somber, not sober...but he said it didn't sell ONE product. NOT one. Didn't even get any calls.

HOW could that be, considering thousands upon thousands of people had heard this ad?

FUNNY, in 99% of cases...doesn't sell.

Gary used "humour" in later ads, but he learned his lesson about being funny in weight loss ads.

Later, when Gary had endorsed me to Ben Suarez and Ben hired me as the first outside the company Creative Marketing Professional, I had the opportunity to go over every ad Gary and Ben had written up to then.

Guess what? MOST of them were unsuccessful. Not even break even. But so what? We knew by that time it would take just ONE out of 7 attempts to make big bux.

I think that is great advice Rick, there are so many terrible ads, on radio, TV, newspapers, magazines, Internet...that if a newbie were to just work on Spec (a dirty word around here especially among newbs and young copywriters)...

And create solid promotions which pulled...they wouldn't have to do it very long.

Even today, I write on spec for at least 3 companies, with a combined 500 million dollar a year in sales...provided I get a piece of the action...a commission against sales.

Even NOW, today, after years of all these great copywriting courses and their graduates...many marketing companies still consider direct response copy that works to be as precious as gold coins.

Why not offer your services to advertisers already spending money...and see if you can beat their control...or in the case of this ad...beat their results with it.

They laughed when Gary fell off the bar stool telling one of his hilarious Germany stories...but THEY didn't laugh for long when he wrote the "Nancy Letter".

There is a way to approach advertisers, and marketing companies..but, I'll save that for a later day.

gjabiz

Thanks for this.

My question: How do you convince the advertiser (business running ad) that what you will provide will be better than what they have? Even if I have nice-looking samples, will they get the advertiser to fire their current copywriter and pay me instead? Or do I just give a guarantee of improved results or no payment required?

Or should I do this pro bono first and see if they can track improvement against their current copy somehow?

constant-content is another site you can sign up for free on. Buyers have submitted what they're looking for and how much they'd like to spend.

I write for the B2B market locally - and yes, it can be hard, however, here's what I suggest:

- go to not-for-profit organizations like educational establishments and offer your services at a very discounted rate or even for free
- get a testimonial and ask for referrals
- make your own samples up - seriously! On my website, I have one sample that I made up myself. My challenge? Take the most boring essential everyday object you can think of and make it sizzle. I chose fridge-freezers and then when I was satisfied with the copy, I had a designer mock it up for free (in return for re-writing the copy on his website)
- get your samples up on your own website using a simple wordpress site or something like weebly.com
- start prospecting! Get business cards and go and visit companies in person. Think salons, healthcare, lawyers etc...go where the money is.
- if you choose larger companies, you probably won't get a foot in the door as quickly as you would with a smaller independent businesses
- do your homework - get hold of their marketing materials and identify holes in them - then show them the problems and offer to rework their materials at a discounted rate because you are new
- chances are, if they like your work, they will re-hire you. Always ask for testimonials and always ask for referrals
- ask your family and friends and people you know who might need marketing materials as well - if you don't ask, you don't get!
- if you can get mocked up brochures in hard copy and other such samples in a portfolio, take these with you when prospecting
- one thing I do which works well is a write a 'bait piece' or lead generation piece and offer it as a lure or hook for businesses. It should resolve an immediate problem for them - if they like what they read, they will quite happily think of you when they need work doing. Always have a soft pitch for your services at the end of the piece

There are lots of other things you can do - if you're very interested in getting your writing out there in the B2B world, I sell a report on just this - its in my signature link.

best of luck!
arfa

This is SO amazing. Thank you everyone for your great answers here, helping me out a bunch!

This is a stunning, simple and wonderfully effective sales technique that I've used variations of before. My own work hasn't required me to part with hard cash in order to sell my services (not yet, anyway) but I've secured many work opportunities in the past by giving my clients a head start on the stuff I produce for them.

Essentially, I work as an article writer and sales copy is something I prefer to leave to those who are more adept to that field of work than I am myself. However, I've often contacted Internet Marketing specialists with a strong covering letter and a batch of 10 original articles that I know they can use instantly.

You have to take a little time to find out what the prospect needs, but those 10 freebies have often led to orders of 100 or 200 articles. In most cases, the prospect works with me indefinitely once they see I can produce work that is consistent, factually accurate and delivered within the agreed times. More often than not, my approach has also allowed me to name my price for the pieces that I write.

Although I'm not a copywriter as such, I still have to sell my services regularly and I use the written form to do that. Buying attention, whichever way you choose to do it, is a wonderful weapon to have in your arsenal.

Rick don't play.

Every time I've heard of the $100 mailing (to a good list/market), the results have been stellar.

When it comes to B2B mailings, I stick to the dollar-bill grabber approach, especially through FedEx.

It's just proven too often to work - not using it leaves money on the table (with some exceptions).

Warmly,

Angel

1. Ken, your approbation is appreciated.

2. As for the thousand dollar "bribe"? I don't think it would work. I think it would backfire. Big time.

Here's why: When you get into those numbers, you do not want to bribe.

As you'll notice, my short little letter says I am paying for their time. Big difference. I am invoking their attention, empathy, common ground and reciprocity. It lands differently. Hard to deny me.

I assure you--that letter WILL land. And you'll get their respect as well--as opposed to attempting to buy their business.

The affluent do not appreciate bribes.

Deals, yes. Bribes, no.

Now what you CAN do, if the numbers support, is send $250, $500 or $1000 donation to their favorite charity IN THEIR NAME. And staple the receipt to the letter.

But--here's the caveat: You can not ask what their charity is. Find out second hand prior. Surprise them in a sincere way, meaningful way. They'll appreciate.

Sure it's a gamble, but if numbers support, meaning six-figure deal and above, it's a very good way to create a quality relationship from the start.

You can use/do this strategy in all sorts of ways.

For instance: My life insurance guy. Know what he does? Sends me a birthday card. I open it. A dollar bill falls out of it. With a hand drawn picture of an ice cream cone on it. Says "Happy bday! Use this to get yourself an ice cream cone."

Nice man.

He's got my business for life. Literally. Because of one simple gesture.

Subtle, but very effective. Just don't make it look like a bribe, especially when the numbers get bigger.

Just use your imagination.

- Rick Duris

PS: The strategy I posted is from Dan Kennedy. 6-figure Copywriting Course. It works.