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a tip for landing clients....

by shawnlebrun
4 replies
So, I just heard on the radio an ad for CarFax.com

Their tag line, throughout the radio and tv commercial is...

"well, yeah... but show me the CarFax" and I realized how
relevant that was for copywriters and really any person
who is trying to sell.

If you're a copywriter and you're talking to a prospect... you
can be sure they're thinking "well, yeah... but show me the results"

for car buyers, it's show me the carfax. for buyers of copy, it's show me
the results.

so most of your pitch should revolve around your results and what you've been able to do for other clients/businesses... cause you can be sure your
prospect is thinking that.

i hire a lot of copywriters myself, to do projects of mine that i don't have the time for... and during the interview... almost every single copywriter will go on and on about THEM... but almost none of them will talk about results.

the ones i do, i hire.

so, when talking with a copy prospect... keep that carfax commercial in mind, where they're asking "show me the carfax" and realize your prospect is thinking "show me the results"
#clients #landing #tip
  • Profile picture of the author SergioFelix
    Wasn't it always about the results?

    I have a friend that recently hired a very expensive sales copywriter and he decided to invest on him because not only the copywriter talked about results but he also is guaranteeing that results are going to be hUGE or no money has to be paid.

    Talk about going the extra mile! ;-)
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  • Profile picture of the author shawnlebrun
    hey sergio,

    yeah, that's definitely going the extra mile, it's pretty ballsy in my eyes, because there's usually no way any copywriter can guarantee results, simply because there's so many different factors.

    product, market, price, list, demand, consumer preferences, major events that a copywriter can't control.

    that's why i will not and cannot guarantee specific results.

    heck, some clients never even use the copy, so yeah... it's a ballsy move to offer a guarantee like that and possibly not get paid.

    that's why i tell clients... even though i can't guarantee results, i can show them what other campaigns and letters in similar markets have done. a lot of time, past results that are comparable can give a client an idea of what's possible with their letter.

    but again, lots of different factors come into play from client to client.
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  • Profile picture of the author rjweaver10
    I have worked as a copywriter and a writer and it's hard to prove results. However, it is easy to guarantee that you will do your best. I think you have quite the point with the whole carfax thing..
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  • Profile picture of the author Mr Bill
    I might try applying this to my mobile websites and QR code ideas. It's a few hours out of my time but I bet if a business owner was approached with a "It works or you pay me nothing" they would go for it. It's a slight shift in business model for me from a "service" to an "investment" but I think it's worth a try. Maybe a 50/50 approach will work or even as a downsell. If they don't want to pay me for (or can;t see the value in) my mobile websites I can "downsell" them to...

    "...ok, I hear ya, how about we try this...I'll build the site and set it up for free. I'll come back in a month with an invoice. If you don't see the value, don't pay the invoice and you can keep the site (as long as I can advertise my business in the footer) and I can check up on you from time to time with more ideas on how to create more business until something finally works for you and your customers - then you can pay the invoice."
    Thanks for this elbow in the ribs Shawn.
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