Breaking into the offline community?

If it wasn't for the wonders of the inter web with clients wanting copy for their inter sites all my work would be offline.

Just to confirm the super secret system.

Pick up your local newspapers and 99.97% of the Ads can be dramatically improved.

Send a letter or an email telling the beleaguered clients how and why you can do it.

(special note - best not to say you'll create the new high response achieving ads while watching TV*. In fact to get much greater results with outstanding ads don't write and watch the box at the same time - it's one or the other...so there's no distractions).

Sit back and wait for the phone to ring or your email to go ping.

With new clients who are very, very keen to make you their new copywriter.

It's never failed in 28 years.


Steve


P.S. * If you want to discover how to write the best ever "cliffhangers" watch all the seasons of "24"

The phone call, frightening and time consuming
as it is, is a very effective marketing method.

Targeting, sincerity and initiative are all it
takes. As long as the transaction and/or
lifetime customer values are worth it,
"cold calling" can be a very good use of
your time... plus it's a low-cost method
you can do 'til you get a job at any
time you like.

Never underestimate the power of a
real conversation in getting a customer.

A lot of people are a touch hesitant about picking up the phone and cold calling.

So here's another super secret system that makes it a breeze and very profitable.

Prepare a 30 second "pitch" that goes something like this -

Hi Mr/ Mrs Prospect, my name is ___ and I do (big benefit), (big benefit) and (big benefit) would this be of interest to you?

Now, if the prospect says (and most will) "No!"

Just say "That's fine, I do understand, and I should let you get back to what you were doing. Thanks for the time and for taking my call. Bye. And click.

In other words you don't worry about handling any or endless objections (obviously eloquently answer any questions) but if they say "No!", just thank them and say goodbye.

You'll do stacks of calls, with absolutely no pressure, and get to cherry pick the hot shots.

The people who want your services right now.

It's a lot quicker and easier than hard selling isn't it?


Steve


P.S. Now, some of you are thinking, "Yes, great but you need big lists of people to phone" And it's true, the more the merrier.

But here's the thing, if you phone back the people who said "No!" about 4 - 6 weeks later. You'll be amazed how many say "Yes Ok"

Either they are now in the market.

Or they remembered you...

And you were the one person who didn't ramble on, wasting their time, trying desperately to deal with their objections.

And a surprising number of them say "Ok tell me more..."

I do a lot of work with offline businesses, in fact, it's starting to be my main focus now,
only because it's easier to meet with them, really take a deep look inside their businesses,
and find many ways to help them maximize profits.

However, I tend to take a step back and look at the businesses that have
many different systems they could use my help in.

In other words, I've enjoyed working with a lot of the service
businesses here in my town. Dentists, chiropractors, doctors,
plumbers, hair stylists, and especially real estate agents.

These days, I focus more on those businesses that tend to
make more money, and have the ability to make a lot of money.

But if I can go in and help them increase their leads with display
ads, facebook or twitter marketing, direct mail, email marketing, etc...
then I become a much bigger asset to them and their business.

Compare that to writing a $1,000 sales letter and then that's
it, I'd much rather spend a little more time with a business and
find many different ways to help them increase their sales.

Because let's face it, most offline businesses are clueless
about marketing.

I can take any newspaper and see so many ads that suck,
so I've started focusing more on specific niches that tend
to have a better cash flow, are easier to grow and scale,
use systems in their businesses, etc...

Offline has a lot of opportunity for copywriters. Many of the poorly executed ads you'll find are local retail shops and services. Instead of email, consider going in to see them. They're buying you as much as anything you say.

Dress well but leave any suit coat or sport coat in the car. Don't carry in a briefcase. Use a simple folder with the ad inside and some business cards.

Don't stop in during their busy time. Don't immediately launch into your sales pitch but don't "hang out." Don't use a bunch of copywriting terms.

If they don't want to redo the ad but look promising and you have some rapport, come back in a couple weeks with other ideas. Research their industry association website to get some insight.

Retailers often plan months ahead. Look online to see what they advertised last year for their peak seasons. How can you improve on what they did last year? For example, if you are calling on a children's clothing store, check to see what ads they ran for back-to-school. Show them how you can improve the ads for this year.

What about a Valentine's Day promotion? Easter? Mother's Day? Father's Day? Summer sale? Christmas?

Mock up an example ad built around your idea. This is where the relationship is key. You are showing you are not just an ink slinger, you are there to help build her business. Show her your idea. Explain why it would work. Another shop similar to theirs used this idea and sold X amount of product. Listen to the feedback.

They don't want to do it? How about a fair test? Place your ad X amount of times and see how it pulls. With some good direct response copy it should get results. Roll it out bigger from there.

No more money? Have they used all their co-op dollars?
How to Use an Advertising Co-Op Program - For Dummies

My experience is local business owners have everybody and their brother coming in to sell them stuff. Very few come in with ideas to help them grow. Do that and you just started a real business.

I forgot to mention--some local businesses will like you and your approach but are too set in their ways to change. Only you can decide how much time to spend on them.

Either way, you can ask them for referrals whether they buy or not.

"Sally, I've shown you some ideas for your retail store but I actually help many types of businesses- entrepreneurs, insurance agents, doctors, and even banks. If you know of anyone that needs help with their marketing, have them call me and I'll give them 25% off their first order."

You'd be surprised how many people they know and can help pave the way.

The thing is, you have equity with them so use it. You can do this very casually because by now they know you fairly well.

For example, in my case I use a lot of humor, so I would say something like, "Well, Sally, because of some unknown medical condition that is blocking your common sense you won't let me improve your ads. I help many types of blah blah blah....."

Or I might say, "Sally, unlike all the dorks and shysters that come in here trying to sell you light bulbs and graveyard markers, I'm the only one coming in with great ideas. I don't know if I mentioned it but I help many types of blah blah blah..."

Most of my high paying clients are offline clients. There's a night and day difference when you connect with someone in person or through a direct mail of phone call. Of course, it's not as comfortable as sitting behind a computer and finding them online, but comfort and high income don't play so nice together.