Looking for new copywriting clients to market to - Any advice is welcomed.

by MMCopy
12 replies
The worst part of launching a new career is marketing. It's not my greatest skill. All I want to do is write but I know that's not possible if I want my business to grow.

I've work to qualify clients but as with anything, it takes time. My interview usually goes okay until we get to that golden question, how much is this going to cost me? My rates are competitive but they still seem to balk. That makes me think they have no clue what a good copywriter charges.

I'm not working for peanuts since I spent quite a bit of money on training and time. I'm well qualified.

I just need some tips and tricks to find these people.
#advice #clients #copywriting #market #welcomed
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  • Profile picture of the author Frank Donovan
    I don't mean to sound harsh, but I tend to think that if a copywriter can't sell himself, he's got no business trying to sell his services to others.

    Seriously, if your clients are balking at the price, it's a sign that you haven't properly managed their expectations during the pitch. Go back to the drawing board and come up with some compelling reasons why they should hire you.

    With copywriting, it should never be about the price. Whatever you charge, it's a bargain.
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    • Profile picture of the author MMCopy
      My pitch isn't the problem. My problem is that I'm attracting businesses that don't realize the value of my services. I've had people ready to go but the minute they hear my prices, I get some ridiculous reasoning like, "I've paid far less."

      It makes me want to say, "Then why did you answer my email?" I'm quite sure they're using content mills like Fiverr or Upwork or dealing with some mill in a far off place like India. I won't stoop to using those places and devaluing my work.

      I've thought of adding something to my services for free so it makes me more valuable but not if they won't pay my set rates to begin with.
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      • Profile picture of the author SARubin
        Originally Posted by MMCopy View Post

        My pitch isn't the problem. My problem is that I'm attracting businesses that don't realize the value of my services. I've had people ready to go but the minute they hear my prices, I get some ridiculous reasoning like, "I've paid far less."

        It makes me want to say, "Then why did you answer my email?"

        I'm going to try and put this as straight forward as possible. (And I'll try to be nice about it) but...

        It appears you may need a little more training when it comes to writing a lead generation piece.

        Simply put... There's 2 main purposes of a lead generation piece...

        1- Is to attract your ideal client

        2- Is to repel the people you don't want to work with


        Now, I haven't seen your email copy, so this is merely speculation. But if you're attracting nothing but bargain hunters, then it could be because your copy is appealing to that type of person (instead of repelling them)

        Have you determined who your ideal client is? And what that type of person might be looking for?

        If you haven't... then you should do so now.
        If you have... then you probably need to revisit your copy and adjust it to attract your intended audience. (and repel the one's you don't want)
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      • Profile picture of the author savidge4
        Originally Posted by MMCopy View Post

        My pitch isn't the problem. My problem is that I'm attracting businesses that don't realize the value of my services.
        Kinda with any sale.. there are 3 steps. The BAIT, the PITCH and the SALE. Your baits working... Your making the pitch.. your not closing the sale.

        SO you are suggesting your BAIT is what the issue is... And I think we can assume that WHO you are sending the bait to, may very well be the primary issue.

        HOW are you identifying optimal prospects? Are you blanket mailing potential clients? or is there some amount of pre qualification in the process of identifying potential clients?

        In theory.. good bait should cull the cream as it where ( as others have said )

        I not being a copywriter may look at this slightly differently... You say: " I'm attracting businesses that don't realize the value of my services. " I might suggest you are not increasing your value in the pitch, and you are leaving resistance on the table when it comes time to close.

        Each one of the steps in a sale is a conversion in itself Opening the e-mail is a conversion, Clicking the BAIT is a conversion.. Setting the apoinitment for the PITCH is a conversion. Actually getting them on the phone or meeting them in person to present the PITCH is a conversion. The sale itself is conversion.

        You are 3 and 4 or 5 Yes's into it at the point you get the final dreaded NO.. Is it poorly targeted prospects or the lack of developing trust and value along the process thats getting you?
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  • Profile picture of the author Copylifemike
    In addition to Frank -

    If you cannot effectively explain the benefits of your service to sell them to where they see more value than the cost to hire you, than you have a lot more learning to do.

    If you're going to be a freelancer or an entrepreneur, you better learn to adopt certain skills such as accounting, marketing, promoting, selling, etc or you will fail faster than you can clap without a fighting chance.

    Look - Fake the confidence if you need to.

    If you feel that you're worth your rate, than ask yourself "What would the successful me do in this situation?"

    Certainly not back down. This is my rate, this is what you get working with me and WHY I'm worth the money spent. You will gain much more in ROI than the cost of this project and much faster than what you're probably doing now.

    There is NO competition in this game period!

    Every freelance writer has something unique to offer. Forget what other people charge. Forget trying to stay competitive.

    You charge what you KNOW and are confident you are worth period!

    But here's the trick... You MUST deliver as promised.. If you cannot deliver that end result, either change your rate, go back to improving your skills, or don't accept that particular project.

    When you don't give off confidence in your pricing, you will get walked all over, gain shitty clients, have people take advantage of you, and you'll never get to where you want to be because they won't respect you or see you as the "expert" that they should.

    When you freelance, THEY need you more than you need them.

    But again - You must deliver the end result as expected or better to posture yourself in such a way.
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    • Profile picture of the author MMCopy
      Delivering is not a problem. If it was, then the school I took courses from wouldn't hire me to write articles and other content.

      I need a better class of clients to go after who can see the value that I offer. I specialize in web copy such as emails, ad copy, sales pages, editorials, etc.

      It's obvious they need my services because their copy is God awful. Just because you have a business doesn't mean you can write persuasive copy or tell a story that entertains and educates the reader.

      I had one guy who is VP of a vape company tell me that his website is fine because most people that visit are there to buy.

      Nevermind the fact that his navigation sucked (I do site audits also) and copy had tons of errors and some of the product descriptions were blah.

      I tried to explain that he could get more conversions if he fixed these problems but he couldn't see it. I would love to see his analytics. SMH
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      • Profile picture of the author Copylifemike
        From what I hear you're saying nothing is your problem, but if that were the case you wouldn't have so much objection no?

        So somewhere you are losing control and not delivering the bigger picture vividly enough to close the sale.

        Let me give you an example.

        I once had a client tell me I was $5,000 over her budget. I addressed the objection in a particular way that she gave me the business anyway.

        You have to take accountability for not closing the deal period. You are the one in control, no?

        Somewhere you're falling short.

        Maybe the trust and credibility hasn't been built up enough or their level of comfort hasn't reached its peak before you ask for the sale.

        If it's the prospect who is the problem, which you're telling us... Than it's becoming your problem for attracting such clients..

        So again, that would put you in a position to where you're not att acting high dollar, high paying clients.

        You're attracting the wrong people, individuals you don't necessarily want to work with.

        Your copy skills might be good or great, but you're having trouble translating some of the most important factors of the work.

        How well are you canvassing these prospects? Clearly they're not opening up enough to pull the trigger on hiring you.

        It's easy to point and say it's someone else, but really look deep at each situation and dig for where the mistakes are made.

        If you weren't part of the problem, you wouldn't be on here asking for advice on how to close the sale period.

        You'd be closing the deals you want and this wouldn't even phase you.

        You lack confidence as soon as they challenge your worth (your pricing).

        It's ok. Look even experts fall short, but you need to take accountability, analyze the mistake, and just get better.
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  • Profile picture of the author affmarketer101
    No worries at all. Just keep going, then you will find your clients.
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  • Profile picture of the author Copylifemike
    I want to add somethings here after reading the initial post again.

    Let's dig deeper in to this a bit.

    How new are you (when did you launch your journey officially)

    How much actual client work have you done?

    How are you charging these potential clients? Hourly, by project? Maybe charging a flat rate per day...

    These things will make a difference.

    Also - how exactly are you qualifying them? What questions are you asking and how warned up is the conversation getting?

    Marketing is salesmanship. So if you're not good at selling then you need to learn the art of sales also.

    That conversation for qualifying you want to be so ninja at getting them warmed up that they just start spewing out words. Meaning they don't shut up and keep talking.

    You'll get tons of info by asking the right questions hitting their pain points.

    Ask the right questions makes all the difference. You can then attack objections before they come. Same with copy..
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    • Profile picture of the author MMCopy
      I've had several clients but work is not steady so far. I've been in the game for over a year.

      I would never charge hourly or daily, it's by project. My instructors and many seasoned copywriters told me to never charge by the hour.

      I have a discovery worksheet that I send to them but I've decided to revise it to get a feel for the potential clients budget. Once I know that piece of the puzzle, I can either qualify them or tell them I'm not the right fit.

      I know a few copywriters that actually have a line on their websites that say "I'm expensive because I get results. If you can't afford me, move on."

      I would assume that these people have all the work they can hand and might even subcontract. I'm nowhere near that yet but I hope to be in another year or two.

      Thanks Mike.
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      • Profile picture of the author Copylifemike
        You're on the right track and have the right ideas.

        I have yet to start fishing for clients, but I already know my rate per project and have a plan in place in terms of qualifying questions etc..

        If in your shoes and you know you can deliver as promised to match your rate, I would first look at that questionnaire you send them.

        Then analyze how the follow up conversation goes when discussing those details with the client.

        I wouldn't be afraid to flat out ask them what is their current budget for this type of project. What are they looking to spend..

        If you're above their budget but you know for a fact you can swing them in - do so.

        Don't deflect them automatically.

        If you're clearly over their budget, then pass on them. They will just end up becoming a problem.

        Also - find a way or even if you need to tell them bluntly; what this work involves and show them why it is the price it is.

        There's so much that goes in to creating copy and most customers don't have the slightest idea. They see it as just words on paper to make a sale.

        But you know exactly alllll the work that does go in to it. Research is a big part including you learning to become the master of that product or service in enough detail to produce highly persuasive copy that proves the results.

        I've learned that when it comes to price objections, the number really isn't always the absolute reason. It's actually more the excuse to back you down fast.

        You need to stick with facts of what you know because you're the expert..

        One fact you can feed off of is that the ROI from great sales copy will 10x their initial investment in hiring you.

        Meaning if they bought a simple copy letter for let's say $500, the sales that one letter can produce for them is ten fold!

        As you grow in business, and this is what I plan to do... Positon yourself with asking for royalties... anywhere from 3-5% of sales made from your written copy goes to you. That's residual for as long as that letter is used.

        I suggest you pickup this book...

        I forget the exact title? But the book is written by Grant Cardone and it is all about sales objections and how to overcome them.

        Read it.

        It will give you a good idea as to why certain objections are there and how really it's not as the customer states..

        When a client objects, if you start to back down they'll see zero confidence and you won't win.

        If you show a counter reason that's valuable and show expertise they'll slowly back down and want to buy.

        A side note...

        If objections come very early in conversation, then you failed to open them up and you never uncovered their pain points to begin with.
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  • Profile picture of the author ryanbiddulph
    Feeling the fear around marketing is the way to go MM. Feel, release, then you clearly and easily market yourself. All about owning your lack of clarity in that area because clients - or lack thereof - just mirror back your clarity based on hiring you, no matter what strategy you use.

    Ryan
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    If you want to become a full time blogger you can buy my course here
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