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Stalled prospect? This may help you

by ewenmack
9 replies
This was when a prospect stalled after we got down to my fee.

We were on Skype chat.

There was a long silence,
so I asked, "Is your hesitation due to you
not having the money, or not believing I can deliver the outcome you are after?"

So I was going after the truth.

Turned out he was partly unsure of being able to implement
and needed reassuring I could deliver the outcome he was after.

He said money wasn't the issue.

So added more benefits by naming 2 well known gurus
had paid $5,000 for a secret formula which I'll be using
and added a implementation guide.

I got the 2 big possible causes for stalling out in the open
because all I was after the truth.

In the end it got me the sale and money.

You may want to ask those 2 questions
to get to the truth.

Then resolve the sticking point if there ever was going to be a sale.

If there wasn't, you've just saved yourself time and future frustration.

Best,
Ewen
#prospect #stalls
  • Profile picture of the author Steve The Copywriter
    Ahhh, the money it can detonate all the emotional fireworks...

    Sometimes you can easily avoid all the anguish from ever bursting into flames.

    Do your presentation...(Making it irresistible. Aimed with laser precision directly at the needs and wants. You know in advance what all the usual objections are - always preempt them. So they are no concerns. Answer any questions so your potential new client is calm, relaxed and reassured).

    Tell them your price indicating the incredible value... then say... on the understanding that I'll do (benefit), (benefit), (benefit) - on that basis can we go ahead?

    You'll be surprised how many people just say "Yes"


    Steve
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  • Profile picture of the author max5ty
    You could also remind them that you have a 100% money back guarantee if you don't get them sales or customers.

    Some are afraid to offer one...I say piffle (stole that from Mark Andrews)

    Of course you have stipulations.

    There ARE some great copywriters that offer a guarantee.
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    • Profile picture of the author Jennie Heckel
      Hi All,

      On the subject of Copywriting Guarantees...

      As far as a guarantee I usually give a 'free copy edit to boost conversions' if they don't hit a certain level of $$ gross sales with 1,000 confirmed visitors.

      We agree on a standard conversion percentage and gross sales before the copy is written, if the client wants a conversion guarantee. I write copy for a base charge for a certain number of words, plus a performance bonus for the amount of the gross sales over a certain level.

      If the sales letter goes over $X,XXX (certain number of dollars in sales in one month, 30 days or for a WSO for the launch with a certain vistor number viewing the page, say 1,000 visitors) then the client gives me a performance bonus of an agreed upon amount.

      Clients are much more willing to pay you a nice bonus after they have made money.

      A high bounce rate over 50% would mean:

      1. The copy should be edited to boost conversions
      2. The marketing checked poor ads or poor ad match to headline
      3. Low quality traffic
      4. Mismatch of banner image to sales letter
      5. Too graphic heavy so sales page loads too slow
      6. Poorly optimized and slow to load video

      Just be sure to verify the numbers are good (are doable) and how he/she is going to market this before agreeing to any performance rewrite in the contract.

      Also watch graphic loads/or video compression problems can cause a high bounce rate from the page just loading too slow which can hurt conversions.

      On a WSO for $10,000 in gross sales, you get $X,XXX bonus, and for every $10,000 more and increase in the performance bonus should be paid.

      How to be successful as a copywriter starts with your valuing your own time and the critical copywriting expertise you bring to your client.

      This is critical for your success... And SEPARATES YOU from pricing your copywriting services TOO CHEAP and fighting in a COPYWRITING BIDDING/PRICING WAR...

      If you do give a 'performance guarantee', you will easily push past any small doubts the client may have for hiring you.

      Plus...You DON'T have to do BARGAIN BASEMENT PRICING to get the job.

      The client knows if you give a performance guarantee, you feel confident you can write copy that will produce sales and so is happy to pay you more up front too.

      Be different.

      Be unique.

      If you give performance guarantees -- you will get clients eager who will hire you again and again

      Because ONLY A CONFIDENT COPYWRITER will give a performance guarantee and clients love it.

      What if the conversions end up being lower than you agreed on?

      Even if the copy does not reach the conversion rate you agreed on, you at least know better what rate your copy IS converting at and you can track if the changes you make after the copy edits boost the conversions or not.

      This IS key to becoming a better writer too. (And ultimately charging more.)

      Split test pre-heads, headlines, and lead in and the close and keep track of the changes in an Excel spreadsheet and the date the changes were made so if a change reduces the conversions you can revert to the previously higher converting page.

      For you copywriting clients...

      Always offer two versions of the pre-heads, headlines and lead in to match the client's ads.

      You can earn a little more money if you learn how to write ppc ads so they match your copy and sell them as a package. (You will need the keyword phrases to match to the ad text.)

      Also... Nothing makes bounce rates WORSE than a mismatch between the ppc ad/banner ad and the headline of the sales letter... So if you are giving a performance guarantee and the client is new to marketing help them by supplying the ads too.

      This is why offering a perfomance bonus is a better way of pricing your services...

      Remember....

      The most important sales letter you write is the sales letter on your website offering your copywriting services.

      So go back and review your client's testimonials on your own copywriting site. Be sure with every high converting sales letter you write you receive a glowing testimonial from the client with conversion stats.

      A testimonial that says: "you're great, or nice work" is not as effective in getting you new clients as one that says...

      "Copy was reviewed and edited several times but we just broke 10% conversion rate on a $97 product!"

      Now THAT will get you clients.

      Be sure your own sales letter is the best you can possibly make it with testimonials full of PROOF with numbers in them and client names and (website addresses to verify proof of your work).

      Because the most important sales letter you write is your own!

      Good luck in 2013 to all copywriters!

      Jennie Heckel
      Sales Letter Copywriter
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      ******* WSO & JV ZOO COPYWRITER -- VLS & SALES LETTERS PROVEN TO CONVERT ******* Get Higher Profits From Launches That SELL! Proven Copywriter with 17 Years of Copywriting Experience. Contact Me Via Skype: seoexpertconsulting Copywriting Website: http://www.VideoScriptCopywriter.com

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  • Profile picture of the author max5ty
    Someone emailed me and asked if I could give an example of a guarantee offered by a copywriter.

    Here's the first one that came to mind.

    These guys aren't little potatoes...they've got an impressive resume. Look around the site and you'll see what I mean. If you don't think they are, I'll clue you in on some of their achievements.

    First, I read someone post the other day that A-listers don't post here. That's BS...I know of one that does quite often under a different name. Besides, we've got people like Brian McLeod, Vin Montello, Mike Humphreys, and a whole list of others. Don't think there's not some talent posting here.

    Sorry, cause I know I left a lot of others out, but I'm typing this pretty quick.

    Marketing Bump | Marketing Consultants
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  • Profile picture of the author magneticweb
    The post from Max5ty got me thinking.

    I'm a new copywriter still breaking into the business. A key question that comes to mind here is -

    "For my first few jobs, do I ask for the fee that I think I'm worth, that is in line with what well established copywriters probably charge? Or do I offer to do the work for a fraction of that just to get my first few clients and testimonials, before raising my fees?"

    Bit of a Catch-22 here, because you need testimonials to justify a higher fee, but you can't get them until you've done a few jobs, and you can't get them very easily without coming in at a cheaper rate than your competitors.

    So - a solution, perhaps, that other newbie copywriters may like to either imitate or comment on, which is . . .

    To offer to do one or two jobs for absolutely nothing at all, provided that if the client is satisfied then he will hire me for further work at my standard rate AND supply a testimonial (which I can write for him if required) to help with future marketing of my services.

    Has anyone tried this approach, and if so how successful was it?

    Philip Gegan
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  • Profile picture of the author Jennie Heckel
    Hi Philip,

    That's a catch 22.

    Many of my copy cubs are very hesitant to charge what they are really worth!

    (My copy cubs quote way too low for their work and I always tell them to DOUBLE THE RATE... because YOU CAN ALWAYS GO DOWN... But you can never easily go up!)

    When I started out as a copywriter over 16 years ago, I felt many of the same fears you are facing now. With that thought in mind, the case study and comments below may help you decide what to charge and how to get a bonus for higher converting copy.

    First...

    You always want to feel you are 'worth whatever you are charging'.

    No matter if you are... just starting out at $199 for a simple landing page or $499 or whatever for a longer sales letter.

    You are WORTH whatever you FEEL you are worth and that's a sticky subject...

    Even as a rookie, you time is worth more than doing it (heaven forbid...)
    -- FOR FREE!

    If you feel at all unsure of what to charge or what your copywriting expertise is worth the client will pick up on that negative feeling instantly -- it's all a subliminal vibe thing...

    This will result in them not trusting you... and kills the sale.

    If you are not 100% confident you are worth 'something' to write their copy then you won't be hired... Period.

    Look at it this way...

    Pretend you are a marketer and you wanted to hire someone to write your copy.

    What would it be worth to you?

    How much would you be willing to spend?

    Let's say your goal as a marketer is to have the copywriter sell just 1 $7 ebook per day. (Yes, I know that is terribly low but this is for case study purposes...OK?)

    A SIMPLE CASE STUDY EXAMPLE:

    Pretend you wrote the copy for him for $199.

    You make him 1 sale of a day with the copy you wrote for a simple ebook for $7. (We're starting really low here so you get the idea of how this works and how to ramp it up!)

    Take the $7 profit he made and multiply it times 30 days (1 month) and now this equals $7 X 30 days = $210.

    So when he hires you to write a simple landing page to sell a $7 ebook at $199 he gets his investment back in 1 month.

    Now this makes it a LOT easier to sell your landing page price of $199, doesn't it?

    You only have to justify (in your own mind) and to your client, his waiting 30 days to get his investment back.

    Now let's go one more step...

    We know he made his investment back the first month plus a couple bucks extra...

    So let's figure it out:

    $210 -$199 (cost of the copy) = $11 profit

    Next... Multply the monthly profit from now on for the rest of the year, the next 11 months.

    i.e. $11 + ($210 per month x 11 months) = he makes approximately $2,321 dollars!
    (We are not figuring any ppc costs to keep this simple...)

    That's one year of sales figuring only 1 ebook sale for $7 a day...!

    Holy Cow! (Bet you weren't thinking this way... )

    On his investment of $199 in your copywriting -- he gets a MASSIVE RETURN on his investment IN YOU!

    Now this puts the amount of what your copy is WORTH in a whole new light doesn't it?

    A beginning marketer will probably be OK with paying $199 for your copy skills considering a low $7 sale per day profit...

    As you ramp this up to $17, $27 or $37 price points for the product or more -- the ability to write copy that sells and gets a sale a day gets tougher, and takes longer to write... so price accordingly.

    What I suggest new copywriters do is this...

    Price the gig to get the job.

    Do the copy for a lower price if you feel you have to -- but GET the job!

    BUT... Then (AND GET THIS IN WRITING -- i.e. SIGNED CONTRACT) A BONUS FEE, so you get a percentage of the net profits if the copy converts over a certain percent.

    The marketer's decision to try you as a new copywriter is much easier since he ONLY pays more if he MAKES more money!

    (Note: If the marketer is asking for a really high conversion rate... then you know he doesn't want to pay any bonus... Conversion rates vary widely, and that's meat for another thread. Remember you can do your own testing of your copy to verify his conversion rates if you desire.)

    The marketer has to be honest with you and give you a doable percentage to aim for.

    He needs to show you what your copy converted at. (Remember Photoshop can fake any type of number on any report... So be sure to get another log in to his account if at all possible to confirm the conversion percentages and what you are to be paid for as a bonus.)

    But most marketers will be more than willing to hire you and will happily pay you a bonus IF your copy ends up converting really well!

    Once they confirm your copy converts well...and makes them money...
    They'll be pounding on your door -- happy to hire you over and over again.

    Just be sure you have a confirmed percentage for the bonus you agree on.
    There is a huge difference between gross sales...and net sales... and net sales after refunds...

    So watch the numbers and know what you agreed to...

    Many marketers will only want to pay you a bonus from net sales after refunds -- and that can draw out your bonus pay out for months if they have a 60 or 90 day guarantee!

    (Bonuses for a conversion rate works best on short term launches similar to WSOs for a shorter period of time or Clickbank launches for 90 days, etc. Because there is a definite end date for the product being withdrawn from the marketplace. Or a direct mail piece where the mailing has a definite start and end date and a conversion rate per piece mailed.)

    I hoped this helped you feel more confident in how to figure out what you want to charge for your copy.

    Good luck to you in your copywriting business.

    Jennie Heckel
    Sales Letter Copywriter
    Signature
    ******* WSO & JV ZOO COPYWRITER -- VLS & SALES LETTERS PROVEN TO CONVERT ******* Get Higher Profits From Launches That SELL! Proven Copywriter with 17 Years of Copywriting Experience. Contact Me Via Skype: seoexpertconsulting Copywriting Website: http://www.VideoScriptCopywriter.com

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    • Profile picture of the author magneticweb
      [QUOTE=Jennie Heckel;7546517]

      BUT... Then (AND GET THIS IN WRITING -- i.e. SIGNED CONTRACT) A BONUS FEE, so you get a percentage of the net profits if the copy converts over a certain percent.

      Thank you very much for this, Jennie. While I wouldn't want to get involved with percentages and, in effect, inspecting clients' accounts, over the long term, I think that to start off with it's an excellent way to make sure you aren't taken advantage of and at the same time keep your competitiveness.

      Philip Gegan
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  • Profile picture of the author KingOfContentMarketing
    Always gross. As they say in Tinseltown, there is no net.

    Hollywood Accounting: How A $19 Million Movie Makes $150 Million... And Still Isn't Profitable
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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 Stephen Dean
    Whenever I've hinted, intentionally or otherwise, that having enough money might be the issue, I've gotten paid almost immediately after. That goes for closing the deal with a new client or collecting the final payment.

    Something about challenging the ego, I guess...

    Cheers,
    Stephen
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    Free Coaching WSO: How to finish all your 2013 "Goals" in JANUARY with my proven productivity secrets - taken from 9 years working as a freelance copywriter. Click Here

    Occupation: Best Copywriter Ever.
    Clients:     Matt Bacak, Jim Edwards, Ryan Deiss and more.
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