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You Can't Ever Run Out...

by Steve The Copywriter
12 replies
One of the greatest things about copywriting is - there isn’t and never will be a lack of potential clients.

I can’t think of any other business which has so many prospects.

Because every single business is a prospect.

Including every web page on the net – shall we say 100 billion (give or take a few)?


So, do you worry about getting clients?

Don’t.

There’s no need.

Just do your best “pitch.”

3 things happen.

They say, “Yes” – you say, “Thanks very much” - and start working them.

They say, “No” – you say, “Thanks anyway” – and move on to the next one.

They say, “Maybe” – sensible bet – that means no. You say, “Thanks – let me know” (99/100 won’t) – so move on to the next one.


It’ll take the rest of your career and you won’t even have scratched the surface on the number of people to ask.

You could leave a legacy – make sure “copywriting” is passed down to your next 100 generations because they’ll never run out of people to ask either.


Selling (which is all copywriting is - selling in print or digital media) started at the beginning of eternity - and will last until the end of eternity.

It's what you might call - good job security.


Steve
#run
  • Profile picture of the author Wytnyt
    That's how I see it as well, Steve.

    Every business needs to advertise their goods and services. Copywriting will never go away. Whether it be online copy, space ads, TV/radio scripts, whatever. It's still copy.

    It's still multiplied salesmanship in print.

    Plus, from where I am, no one's using direct mail as a marketing tool. Untapped potential.

    The newspapers and magazines here do not have space ads littered with the written word. They're all just huge pictures with a smiling woman beside a product.
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  • Profile picture of the author KingOfContentMarketing
    It's true. I see terrible letters everywhere. Meek, boring, and awkward. Or shrill, overwrought, and full of hype.

    I write mostly for my own internet marketing and publishing empire. When I take clients now my goal is to see what I can learn from them. I not only want better clients for the higher fee. I want the higher education.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author ThomasOMalley
    The key is to attract qualified copywriting clients.

    Sure, there's lots of businesses that need good copywriting. But you'll never convince many them about that. Trying to attract or chase these type of clients is a total waste of time.

    Find or attract a pool of clients who need good copywriting and want or know they want good copy. If you're trying to convince them about the power of copy, you might as well keep practising, "Would you like fries with that?"
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    • Profile picture of the author Steve The Copywriter
      Thomas,

      I fully understand your view.

      Fortunately, there are enough qualified clients to keep us all going for ever.


      But "technically" every business is "qualified" - they do need excellent copy.

      Many just don't know it. Because nobody ever told them.

      And they can become superb clients.


      Some won't be persuaded to run good Ads.

      So as I said earlier - I give my best "pitch" - when they say "No" - I say, "Thanks anyway" and move on.


      When you know how powerful good Ads are and the dramatic increase in profits they produce.

      It seems unfair not to at least give them a chance to find out.


      Steve
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  • Profile picture of the author Daniel Scott
    For what it's worth Steve, I usually agree with your posts...

    But not this time.

    Most businesses have no idea how important a good advertising campaign is - especially online. Or they figure any old ad will do (why do you think sub-standard copywriters keep getting work at cut-price rates?)

    Now, there is plenty of work out there for anyone who knows where to look...

    But "every business" is not a prospect. Not even close.

    If you have that attitude, you're going to burn yourself out dealing with trying to close people who just aren't interested.

    The first step is to filter and qualify people, so you can sort the REAL prospects from the wannabes.

    THEN you can unload the pitch on them.

    Doing it any other way is just going to burn you out and make you bitter and disillusioned.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author Steve The Copywriter
      Originally Posted by Daniel Scott View Post

      For what it's worth Steve, I usually agree with your posts...

      But not this time.

      Most businesses have no idea how important a good advertising campaign is - especially online. Or they figure any old ad will do (why do you think sub-standard copywriters keep getting work at cut-price rates?)

      Now, there is plenty of work out there for anyone who knows where to look...

      But "every business" is not a prospect. Not even close.

      If you have that attitude, you're going to burn yourself out dealing with trying to close people who just aren't interested.

      The first step is to filter and qualify people, so you can sort the REAL prospects from the wannabes.

      THEN you can unload the pitch on them.

      Doing it any other way is just going to burn you out and make you bitter and disillusioned.

      -Daniel

      Daniel,

      I know what you mean.

      And for a much easier life it’s far, far better to concentrate on “real” prospects.

      95% of the time I do.

      And we'll never run out of those.


      But every so often I come across a business that isn’t “qualified” and doesn't "believe" that Ads can work.

      Every copywriter knows they can make a huge difference for them.

      But you're right - don’t ever burn yourself out trying to convince everyone.


      I just have a quick “chat.”

      It takes about 30 secs.

      If they say “no” I say, "Thanks anyway" and move on.

      But as I mentioned – they can become the most grateful clients on earth.


      Steve


      P.S. If anybody wants to know more about doing a great "pitch" in 30 secs - This is a great resource - http://www.annconvery.com/

      (no I'm not an affiliate I just really enjoyed it)
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      • Profile picture of the author Smalls91
        How much business does everyone do online and off? I'm not asking how much you make, just which source you get most of your work from.
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        • Profile picture of the author Mark Andrews
          Banned
          In answer to your below quoted comments / questions
          and your PM message all in one go, see below Brian...

          Originally Posted by Smalls91 View Post

          So who normally knows that they need good copy? What niches are most aware of this?
          Originally Posted by Smalls91 View Post

          How much business does everyone do online and off? I'm not asking how much you make, just which source you get most of your work from.
          What is your competitive advantage?

          Why should business owners employ you as their copywriter?

          What can you bring to the table which is of enormous benefit to your target market?

          And how are you going to go about pitching this?

          Clients aren't just going to come to you. You need to get out there and find them. Pitch them. Position thyself.

          If you want to position yourself as a copywriter... you need to become truly excellent at marketing full stop.

          Copywriting isn't simply about creating / writing out sales pitches - it's about becoming a marketing consultant in your own right. The trusted expert. Someone business owners can depend on when they need good, solid, actionable advice coming from someone thinking outside the box.

          If you cannot attract clients yourself from such a wide open marketplace full of potential leads by the fistful - how can you help other businesses and companies become more successful with their marketing?

          You've either got it in you or you haven't to take the needed action.

          Warmest regards,



          Mark Andrews
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  • Profile picture of the author Smalls91
    So who normally knows that they need good copy? What niches are most aware of this?
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    • Profile picture of the author Hugh Thyer
      It's very true Steve.

      It's why copywriting is the least competitive industry I've ever come across. There are so many potential clients and so few top copywriters to help them. It's very rare for copywriters to actually compete against each other for a client, and it's something I don't bother with.

      Never seen a copywriter not willing to help another. And you don't see that in many other industries.

      That's because there are so many people who need quality copywriters and so few to go around. Most top copywriters would have, maybe a dozen long term clients to keep them occupied. Most of my time is occupied with two clients, and some of their clients.

      So yep, it's a great business to be in!
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      Ever wondered how copywriters work with their clients? I've answered that very question in detail-> www.salescomefirst.com
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  • Profile picture of the author Mark Pescetti
    One of the biggest mistakes anyone in a service-based industry commits is trying to be everything to everyone.

    You can't.

    In fact...

    Being extremely deliberate about WHO your ideal is might be the most essential aspect to creating a successful, sustainable, enjoyable business model.

    It's all about CHOOSING the clients you enjoy working with.

    It's just a matter of positioning your own copywriting services to resonate and appeal to ONLY those people.

    But it goes deeper than that.

    Potential clients need to feel your energy.

    They have to get a sense of what your passionate about when they ready your copy.

    That means...

    Your personality and unique perspectives need to shine through the words and stories you use to reflect who you are and what you stand for.

    Unfortunately...

    A lot of up and coming copywriters spend too much time trying to pattern themselves after the gurus they want to be like...

    ...instead of taking the best bits of each teacher they're inspired to learn from to construct a marketing brand and copywritng style that connects with ONLY the prospective clients they're jacked to work with.

    I agree with Daniel...

    You should NEVER try to convince people about the value of copywriting.

    They either get it and seek you out...

    ...or you never know they even exist because your copy doesn't attract them.

    And yes...

    When your specific about who your ideal copywriting clients are, you can't ever run out.

    Mark Pescetti

    P.S. I'm functioning on 3 hours sleep.
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    Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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  • Profile picture of the author BulletheadX
    Originally Posted by Steve The Copywriter View Post


    Just do your best "pitch."

    3 things happen.

    They say, "Yes" - you say, "Thanks very much" - and start working them.

    They say, "No" - you say, "Thanks anyway" - and move on to the next one.

    They say, "Maybe" - sensible bet - that means no. You say, "Thanks - let me know" (99/100 won't) - so move on to the next one.
    Sounds like the old saw about the forward pass: "Three things can happen; two of them are bad."

    Yet every year they set new records for pass attempts.
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