10 {{ upvoteCount | shortNum }}
10 {{ upvoteCount | shortNum }}

In the immortal words of John Fogerty

by KingOfContentMarketing
7 replies
This week I was calling on a Fortune 1000 marketing director. She told me they have all their copywriting needs handled.

Most of the time you can uncover areas you can help them that are not as "handled" as they think. In this case, I knew she was pressed for time so I said, "That's no problem. When one of your starting players gets pulled, remember me. In the immortal words of John Fogerty*, put me in coach, I'm ready to play." She laughed.

I use a lot of off-the-wall answers to objections. That may not be for you, but remember the client is buying you as much as the service you are selling. Don't be afraid to show your personality.

It is also helps when you know you can beat anyone they are using now.

*Who the heck is John Fogerty?
https://en.wikipedia.org/wiki/John_Fogerty
#fogerty #immortal #john #words
  • Profile picture of the author Ron Lafuddy
    Keep on Chooglin'
    {{ DiscussionBoard.errors[7628484].message }}
  • Profile picture of the author Jason Kanigan
    "All our copywriting needs are taken care of"??

    Uh oh.

    Sounds like your services are a commodity to her.

    "Have your recent campaigns turned out the way you liked?"

    "Off the record, could you share with me what a typical conversion rate is for you?" And then you find out whether it's high or low compared to your results. If it's low, you know what to say. Like a doctor: "Oh." pause. "You may not be aware of this, but that's low."

    "If there was one thing that you could improve about either the way your interaction with copywriters has gone, or the results, what would it be?"

    If someone has a stable of copywriters, they are going to give you the knee-jerk reaction. Most larger companies either employ writers in their marketing department, or outsource it. What do you offer that is different? What can you do that will improve their experience or results? (It may not be John Fogerty, but who knows: the DM may be sick and tired of prima donna writers who disappear for months at a time and don't communicate--but they aren't going to tell you this in a 30-second call).
    Signature
    >> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

    >> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
    {{ DiscussionBoard.errors[7628654].message }}
  • Profile picture of the author KingOfContentMarketing
    Good stuff. It's actually pretty easy to find areas they don't have "handled." I've sold to big companies all my life. They never have enough people to cover all their opportunities. Never. No matter what they say. It just takes creativity and persistence. Eventually they will all give you an order. Too many people give up. Keep coming back with good ideas and you will win. Then just build it from there.

    This is another reason to get to know gatekeepers. Once they get to know your voice and positive vibes, they will tell you what changes are taking place internally- new staff, new divisions, new office space, new investments.

    You can use that information to come up with creative proposals. The competition isn't a factor because they are reacting to standard business, and you are selling rings around them by making things happen.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[7628705].message }}
    • Profile picture of the author Jason Kanigan
      Originally Posted by Joe Ditzel View Post

      Good stuff. It's actually pretty easy to find areas they don't have "handled." I've sold to big companies all my life. They never have enough people to cover all their opportunities. Never. No matter what they say. It just takes creativity and persistence. Eventually they will all give you an order. Too many people give up. Keep coming back with good ideas and you will win. Then just build it from there.

      This is another reason to get to know gatekeepers. Once they get to know your voice and positive vibes, they will tell you what changes are taking place internally- new staff, new divisions, new office space, new investments.

      You can use that information to come up with creative proposals. The competition isn't a factor because they are reacting to standard business, and you are selling rings around them by making things happen.
      Yeah I know you know more than the average bear, Joe

      I posted mostly so other people could see how it can work.
      Signature
      >> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

      >> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
      {{ DiscussionBoard.errors[7628799].message }}
  • Profile picture of the author KingOfContentMarketing
    Ruh roh, I wasn't negating anything you said, just expanding my original comment. It's all good in the hood.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[7628829].message }}
    • Profile picture of the author Jason Kanigan
      Originally Posted by Joe Ditzel View Post

      Ruh roh, I wasn't negating anything you said, just expanding my original comment. It's all good in the hood.
      Yup. I wasn't bristling. I meant it when I said you know more than what was in the OP. There's the internet again with its "tough to read emotions" thing rearing its ugly head.
      Signature
      >> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

      >> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
      {{ DiscussionBoard.errors[7628836].message }}
      • Profile picture of the author sandalwood
        These two lines may piss them off:

        These rose colored glasses, that I'm looking through
        Show only the beauty, cause they hide all the truth

        but they are usually an accurate description of the person with whom you are speaking. They of course don't need anybody because their rose colored glasses* hide all the truth.

        *John Conlee, Rose Colored Glasses.

        The guy made a fortune with this song. Almost as good is Gary Stewart and I"ve Got a Drinking Thing. Some good lines in that one too Joe.

        I strayed on the country side of the tracks but what the hell, good lines are good lines, right?

        BTW, if blues are your thing, listen to Buddy Guy, John Lee Hooker and Robert Cray for some good one liners.

        Tom
        Signature
        Get 30% or More Retirement Income If you are serious about your retirement, you'll love this product.

        The Money Ferret Finance Article Directory
        {{ DiscussionBoard.errors[7629390].message }}

Trending Topics