Are You a Chicken with its Head Cut Off?

by Mark Pescetti

Posted: 12 years ago 18 replies

COPY WRITING

I don’t know how it is for other copywriters, but I get calls pretty much every day by potential clients.

I’ve observed that there’s an overwhelming collective knowing about how much opportunity exists right now.

More and more people are turning to the internet to supplement or replace their incomes.

It is as it should be.

Here’s the thing:

The sense of urgency that most people have about getting their product or service out there isn’t conducive to creating the results they want.

There’s a certain kind of “chasing the money” vibe that doesn’t lend itself well to the creative process of writing copy.

Their (the potential client’s) attention is so fixated on the monetary potential and how it should be a no-brainer to get the copy written because the product or service is “so amazing.”

However…

When people hit me up on Skype (which they often do just to take advantage of my free 30 minute consults – even if they have no intention of hiring me), I’ll ask them the same basic questions:

…Who is your target audience?

…Is there a demand for your product or service?

…How do you JUMP out from the competition (e.g. what makes you different?)

…What tools are you going to use for driving relevant traffic?

…How do you envision positioning your copy/marketing to appeal to your hungry niche?

And my favorite question…

…What inspired you to get this SOLUTION out there?

Very rarely do people have (good) answers to these questions.

And it exposes how little thought and research they’ve actually exercised before contacting me.

There’s also very often this rush-rush-rush, nervous feeling to the conversation.

Now… in my interviewing process, here’s where I get a little in-your-face about the intelligence of moving forward with a project:

How much money do you project making in your first fiscal year?

“What?”

“Huh?”

“No idea.”

“I don’t have no clue.”

“I’m not quite sure… how can I find that out?”

When I get responses that reveal they haven’t done their due diligence…

…I bring up the “entrepreneurial mindset”, which is having a keen awareness for what you expect to pay for my (or anybody’s) professional services and what you project coming back in return.

This is a BIG deal.

Sure, you may be WAY off in your assessment about what the potential ROI is, but at least you’re working with some tangible numbers that justify your investment.

Interestingly enough (and I’ve even observed this many times here on the forum…)

When people don’t know what the financial possibilities are, best case scenario, for getting a return on their investment, they tend to be extremely guarded about how much they’re willing to spend (or invest.)

…And instead want you to bid on the project.

Why do people do this?

Because they don’t know what their product or service is worth.

Therefore…

They’re purposely vague about their budget so they don’t “overspend.”

All the while…

They’re trying to get things going, YESTERDAY, to reap the financial rewards they dream is possible.

Again…

Rush, rush, rush…

“I need to get this up ASAP to get some flow coming in.”

My response?

“Really? Well, from my perspective, you’re just running around like a chicken with its head cut off.”

Don’t get me wrong…

I’m NOT saying that a great deal of these people aren’t on track.

They just don’t know IF they are… and HOW they’re going to achieve their goals (e.g driving traffic.)

Likewise…

They’re chasing the money, which is the WRONG perspective to approach ANY marketing campaign.

Your attention should ALWAYS be focused on benefiting or HELPING as many people, in your SMALL niche, as you can…

…and when you do that, the amount of money you can create is virtually limitless.

But remember…

You should never rush to get your product or service out there.

It’s not about speed, but getting every aspect of your copy done right, the first time, so you can position yourself to experience the results you REALLY want.

Mark Pescetti

P.S. Click here for a post I put up in the Mindset section. It approaches this thread from a different perspective… and if you’re trying to sell something, anything, it’ll help.

#chicken #cut #head

Mark Andrews

Banned 12 years ago

Very, very, very well said Mark.

Precisely. Nail. Head.

Mark Andrews

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videolover7

12 years ago

They're chasing the money, which is the WRONG perspective to approach ANY marketing campaign.

Your attention should ALWAYS be focused on benefiting or HELPING as many people, in your SMALL niche, as you can...

...and when you do that, the amount of money you can create is virtually limitless.

People go into business to make money and the things it will buy them. In the business world, self-interest most always trumps altruism.

"virtually limitless" reads great in a sales letter but in reality is a meaningless expression.

VL

P.S. - I agree with your comments about thinking things through before proceeding. Rather than see the lack of planning as a negative, though, think of it as an opportunity to establish the value of your service.

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Pusateri 12 years ago

Originally Posted by videolover7

People go into business to make money and the things it will buy them. In the business world, self-interest most always trumps altruism.

Where many go wrong is in failing to align their desire for profit with what other people want/need and are willing/able to pay for.

I know a woman who went 50k in debt to get a degree in social work then left the field because organizations that employ social workers could not pay her enough to live in the style she desired.

The flip side of that is the artist pissed off at the world because it won't pay him to produces art that interests only him.
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- biz_online 12 years ago
  
  That Butt Crack thing is just way too funny!!!
  
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Wytnyt

12 years ago

Thanks for the great insight. This reminds me of my current client. He initially wanted 10 letters done ASAP on our first conversation together, until I gave him a little "talk". Wow. How do you like that?

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Mark Pescetti

12 years ago

Originally Posted by Wytnyt

Entrepreneurs often come to the table making things WAY more complicated than they need to be.

10 sales letters would run a client a LOT of money!

If the potential ROI isn't there... and/or the marketing plan needs to be COMPLETELY revised, the client would just be throwing money away.

I work with some rich ass mofo's... and watching how they do business is a real eye-opener,

But the one thing that is always consistent in ALL of their business practices is the level of simplicity they attack a project with.

Solution... Check.

Target niche... Check.

Potential ROI... Check.

Budget... Check.

Me, the copywriter... Check.

Graphic/web designer(s)... Check.

Marketing plan... Check.

Knowing HOW you're going to get there...

...is a big part of getting there.

mark Pescetti

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RickDuris

12 years ago

Mark, why specifically are you asking these types of questions as a part of your marketing?

In other words, is it...

As a filter to see which projects you want to work on? As in "I only want to work on projects with people who have their sh*t together"?

As a demonstration of expertise over the subject matter?

As a reciprocity-based marketing strategy where if you "put out" enough, they feel obligated to reciprocate and award you the project?

As a pro bono, philanthropic, altruistic internal desire to see them succeed in their endeavor?

Some other reason?

- Rick Duris

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videolover7

12 years ago

I work with some rich ass mofo's... and watching how they do business is a real eye-opener,

But the one thing that is always consistent in ALL of their business practices is the level of simplicity they attack a project with.

Solution... Check.

Target niche... Check.

Potential ROI... Check.

Budget... Check.

Me, the copywriter... Check.

Graphic/web designer(s)... Check.

Marketing plan... Check.

Knowing HOW you're going to get there...

...is a big part of getting there.

Interesting what you left out of this list...

ALWAYS be focused on benefiting or HELPING as many people, in your SMALL niche, as you can...

Thanks
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videolover7 12 years ago

Where many go wrong is in failing to align their desire for profit with what other people want/need and are willing/able to pay for.

Exactly! That's where the focus should be.

VL
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Mark Pescetti

12 years ago

Originally Posted by RickDuris

Hey Rick!

Great questions!

My intention for posting this thread is simple.

There are quite a few people who read the copywriting forum to learn how to market their own product or service.

More often than not, these are people who are overwhelmed with all the little nuances that are involved in creating a successful marketing campaign.

It's also common for people who are new or still figuring out the methods for successful copywriting/marketing to base their decisions on misconceptions or an incomplete vision.

This thread (and the mindset thread) are just my attempt to bring a little awareness about WHERE to direct their attention to manifest the kind of financial success they're after.

When entrepreneurs and small business owners hire me to pen their copy, the direction we go is usually very different than the ideas they initially brought to table.

You know how it works.

However...

If someone can take just one ideal from this thread and come to table a little more ahead of the curve, whether they hire me, you or write the copy on their own...

...They're that much closer to realizing their dream of making a killer online-based passive income.

Sometimes the details of an entrepreneur's vision get lost in the excitement, thirst and even desperation for reaping the financial results.

Thus the headless chicken analogy.

By the way, how was the seminar in SF? Wish I could have made it.

Mark Pescetti

P.S. Sometimes people who "don't have their sh!t together" are the most fun to work with, because they're so open to new possibilities.

P.P.S. I made my first real financial killing selling my own stuff when I followed my passion. Truth be told, I had no idea HOW to sell online very well at all. But I believed in my product and just kept on researching and trying everything I could think of to get the eyes of those who benefited on my site(s).

My point?

Part of my pre-qualifying process is to simply HELP, ask questions and answer people's concerns. Another part is making sure their intentions are in the right place (i.e. helping, not chasing the money)...

...and the third part is observing whether or not they're passionate about what they want to sell and genuinely believe in whatever it is. (Which is a deeper dimension to wanting to help people with their solution.)

Why?

When you believe in something, success is inevitable.

If you think you've got a good idea that could make money, but you aren't inspired about it, I'm generally not interested in being involved in any way, shape or form.

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RickDuris

12 years ago

Originally Posted by Reflection Marketing

Hey Rick!

Great questions!

My intention for posting this thread is simple.

There are quite a few people who read the copywriting forum to learn how to market their own product or service.

That wasn't my question.

My question was:

"Mark, why specifically are you asking these types of questions as a part of your marketing?"

Let me rephrase:

I can understand why you created this thread. What I don't know, and what I am curious about, is why you choose to ask the questions you do when you field a call from a potential Client.

----

Lightning's struck twice, I couldn't attend a very cool seminar. I'll be kicking myself for sure again.

- Rick Duris

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Mark Pescetti

12 years ago

Originally Posted by RickDuris

I don't ask these questions on my get started form.

I ask the above questions on Skype or the phone to get a sense of a person's mindset (especially if they don't fill out my form, which in and of itself says a lot.)

I need to feel a connection with the people I work with.

Otherwise, I'm not interested.

I'd rather work on my own ebooks.

I guess the best way to respond to your question is...

...I never assume I'm going to form long lasting relationships with people who contact me.

But when I feel a real connection and desire to join someone's team (based on their responses and our rapport), I immerse myself in their vision.

However...

I also get a lot of people who contact me who obviously know what they're doing, sometimes WAY better than me.

In which case...

I don't ask the above questions.

I simply observe whether I'm drawn to work with them...

...whether I'm inspired by their vision.

Mark Pescetti

P.S. Sorry you missed the seminar. Sounded exciting.

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RickDuris 12 years ago

Got it. It's an inspiration thing. Which makes sense.

And I understand why you wouldn't ask those questions of people who know what they're doing.

I get a lot of inquiries as well, but I almost never have to validate a project like you seem to do with those questions. I thought I was missing something.

Almost seemed like you were teaching the prospect a lesson in Entrepreneurship 101.

Thanks.

- Rick Duris
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andreasup

12 years ago

Originally Posted by Reflection Marketing

I don't know how it is for other copywriters, but I get calls pretty much every day by potential clients.

I've observed that there's an overwhelming collective knowing about how much opportunity exists right now.

More and more people are turning to the internet to supplement or replace their incomes.

Your attention should ALWAYS be focused on benefiting or HELPING as many people, in your SMALL niche, as you can...

...and when you do that, the amount of money you can create is virtually limitless.

Mark - the big take-away I get from all this great info is that all of your questions ultimately may help some headless chicken stop and really think about what they're trying to do.

As a result of you asking hard questions maybe they will realign their moneymaking goals, vision, expectations or understanding of what they're trying to do.

You are providing a great service by pushing your prospective clients with hard questions which may help them to put their heads back on.

Ultimately you and your willingness to ask hard questions are benefiting or helping as many people as you can. Which explains your success in this field. Kudos.

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zabolord 12 years ago

Hmmm... this makes me think about all the people that jump into business thinking that they can make some quick cash. Ive been watching shark tank a lot lately and the number one reason why everyone wants to go into business on that show is because "they are broke." My head has suffered tremendous injuries from the number of times ive had to slap my forehead!
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Bill Hugall 12 years ago

Well said. I have just started taking this business seriously and to think about the crazy way you run around chasing that "magic money button" when you start out. I have found that this business is not for the weak though. Most us were lead here by that wild dream and only the strong survive! I think that many people are simply in need of a proper mentor and they just don't know who to turn to!
I think your test helps people decide weather they are going to keep tippy toeing around the water or just jump straight in head first.
Let's face it many of those lead to the internet are lead by some pretty dodgy products. So what a slap in the face it is when you realize that you are going to have run a business... lol that isn't the push button I was hoping for. Budget what the hell do you mean I wanna be rich tomorrow. I think those of us who meet that market at the beginning are very luck as we could very well help someone live the life of their dreams. Pretty cool test and I think more people should use it.
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knish

12 years ago

I am seeing how being better organized is very helpful in business. The above checklists are very necessary, and this info helps people realize what it really takes to succeed.

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Mark Pescetti

12 years ago

Originally Posted by knish

I am seeing how being better organized is very helpful in business. The above checklists are very necessary, and this info helps people realize what it really takes to succeed.

And what's interesting about that checklist is the mentality or mindset of someone who effortlessly adheres to these tasks (and beyond...)

...and those who resist being aware of and applying these expansive steps.

I've heard a lot of people tell me, "I just don't know how to do this stuff."

Which is fine.

Neither did I when I first started.

But there's a big difference between someone who thinks and acts like a successful entrepreneur (even if they're just starting)...

...and those who NEED the financial results they're dreaming about so bad that they end up sabotaging their path of actually getting there.

Mark Pescetti

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Are You a Chicken with its Head Cut Off?

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