How to ATTRACT more Copy Clients and Get Them Coming To You...

by shawnlebrun 43 replies
There have been a few posts recently by newer writers who are asking how to get clients.

This post is just my 2 cents...

There are 2 ways to get clients... go after them and chase them, or have them come to you and chase you.

After 14 years and well over 500+ clients... in almost every single case, most of the clients I worked with, and LOVED working with... they came to me.

When I first started, I'd send out Fed Ex packages, emails, letters, and hit up job boards, job postings, and anything job related.

I was chasing clients.

If someone on a board, forum, or social media site said they were looking for a copywriter, I'd send a message or email.

9 times out of 10, I'd never hear back.

After a while, it got tiring doing all this chasing.

So, I made a radical shift in the way I got clients, and I've never had to chase a client again.

In fact, I personally feel this "pull" type of marketing, or attraction marketing, RADICALLY shifts the balance of power in the relationship.

Instead of seeming needy, and lumping yourself into the same group of dozens others probably contacting about the job, it's SO much easier to get people attracted to you and coming to you for new copy.

Without giving away the farm, here's how I've done it.

First, you gotta prove you got the goods, and can help businesses improve their sales and cash flow.

So, what better way to do that, than by creating a valuable report, video, or other piece of content that PROVES you're the person to hire, and the best choice for them.

Write out a report that gives "10 Good Reasons Why You Can Help Boost Sales and Profits", or whatever you want to write about.

Whatever you write, video, or create... make sure it SHOWS and PROVES your skills first hand.

Highlight your successes, why you're the best and most logical choice, show some snippets of your work, and the results they've provided, and just make it EASIER for the client to want to work with you.

Show how you're a valuable investment, and not just a cost or commodity.

Work hard on this piece of content, make it valuable enough where it sells people on wanting to work with you.

Think of what most marketers and business owners want... and create an amazingly valuable piece of content that PROVES to the person that you can help them get what they want.

Showcase your skills and talents, but more importantly, your results and why you're better/different/unique... and the best choice.

Once you have that, use it anywhere and everywhere you can.

Advertise it anywhere you can... whether it's facebook, forums, pay per click, signatures, or other social media or paid sources.

SELL them, with this piece of content, that you're the one for them... and you're the best choice for the job.

This piece of valuable, info-packed content acts as a demonstration... and can be your 24/7 sales person who sells YOU.

Just make sure the basis of it is what the prospect would be looking for in a copywriter... primarily great writing skills, proven results, a successful track record, some snippets of your copy samples, and other ways you can be an investment and help offer an overall boost to their bottom line.

Make your value shine through and make them realize that you can help grow their entire business in many ways... not just hand them a piece of copy.

When offering up this free report, try and do it by the normal way of opt in/squeeze page so you can grab the prospects' email, and follow up with them with email.

Your emails are another way you can keep in touch, separate yourself from the pack and all the other writers, and you can further showcase your talents, writing ability, and more importantly, your results.

By using emails, you can demonstrate your skills, writing talent, and expertise.

You can demonstrate you have the goods... and get them wanting to hire you, versus you trying to chase people down.

Showing your value, skills, and results is a powerful and proven way to get GREAT clients. And it puts the power in your hands... instead of seeming needy by chasing clients and lumping yourself in with all the others, you stand out by being different, being valuable, and demonstrating your knowledge and skills.

After a few emails, you will literally pre-sell clients on wanting to work with you. You have them coming to you, and you can dictate price and terms... instead of you having to send out emails or applications to jobs that may not pay what you want.

Bottom line, use attraction marketing and demonstration of your skills and expertise to attract great clients to you... clients who will become pre-sold on you and your valuable skills, because you've demonstrated it with your valuable piece of content and follow up emails.

Chasing clients isn't a viable long term business strategy. You're much better off building a solid system of offering up amazing value in a piece of content that shows your skills, writing ability, and results/track record.

This demonstration will pre-sell prospects enough where they come to you and want to work with you, at YOUR price... instead of you chasing them. With your valuable piece of content, and follow up emails, you can sell yourself and demonstrate your value so they want to work with you.

I guarantee you this... whether it's with getting copy clients or a mate... if you chase someone... they tend to naturally resist.

But, be yourself and demonstrate why you're a good catch... and let them come to you.

That will always work out to be more beneficial to you in the long run... because clients who come to you, and are attracted to you, tend to be MUCH better clients in the long run than those you have to chase down.

Hope this helps some of the newer writers here!
#copywriting #copywriter #copywriter for hire #copywriting #pull #push #shawn lebrun
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  • Profile picture of the author MikeHumphreys
    Great advice Shawn. I hope a lot of the newer copywriters take it to heart.
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    • Profile picture of the author marciayudkin
      Shawn,

      May I suggest a modification of your excellent advice? People can combine push and pull marketing by first creating a great bait piece, as you advised, but then also inviting prospects to download it via either direct mail or advertising.

      This way, you're still not chasing anyone in particular, but you do have effective outreach to help attract good prospects.

      Marcia Yudkin
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      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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      • Profile picture of the author BenPoggemiller
        Thanks Shawn. I've been trying to get myself as a copywriter off the ground for a year now, and still haven't been able to make more than car payment money.

        That was my big question that Marcia just alluded to and answered.

        Shawn, I completely agree with your philosophy, but how would you recommend getting your squeeze/landing page in front of prospects? Direct mail, Facebook, Adwords? All of the above?
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        • Profile picture of the author Alex Cohen
          Shawn,

          The best explanation I've read ANYWHERE by ANYONE on the superiority of positioning over prospecting.

          Excellent.

          Alex
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      • Profile picture of the author thewritestyle
        Originally Posted by marciayudkin View Post

        Shawn,

        May I suggest a modification of your excellent advice? People can combine push and pull marketing by first creating a great bait piece, as you advised, but then also inviting prospects to download it via either direct mail or advertising.

        This way, you're still not chasing anyone in particular, but you do have effective outreach to help attract good prospects.

        Marcia Yudkin
        Hi Marcia,
        Please would you be so kind as to clarify with an example a "great bait piece". Also, how does one go about finding prospects to direct mail?

        Thanks for your advice and time.
        Lubaina
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        • Profile picture of the author Joshua Loke
          Originally Posted by thewritestyle View Post

          Hi Marcia,
          Please would you be so kind as to clarify with an example a "great bait piece". Also, how does one go about finding prospects to direct mail?

          Thanks for your advice and time.
          Lubaina
          There are 2 ways for you to 'find prospects to direct mail':

          (note: a list in this context refers to a database of prospects whom you want to target)

          1) Build your own list- I manually go to magazines, newspapers, classified ads, FB ads, google ads, online directories, associations, tv ads, specialised advertising channels for my niche ( for example, I target coaches/trainers/speakers and go to advertising portals such as JobsCentral Learning Deals - A Lot Of People Are Making Money In Qoo10 Now...Are You Next? to compile my list)

          Why will you want to build a list? Well, for starters in countries outside of the USA it's hard to get one. Secondly, for better sales conversions/income- there are cases where sometimes you need specific criterias (for e.g., I like to target clients who spend money on offline advertising but don't do online advertising because they would love the low 'cost per lead')

          2) Rent a list- I've heard great things about InfoUSA | Mailing Lists | Email Marketing Lists | Business | Sales Leads | Consumer where you can rent lists. They can be great time savers, and are especially useful if you don't know how to build your own list.

          Hope this helps,
          Joshua
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  • Profile picture of the author shawnlebrun
    Great point Marcia... and I know this is where different methods can be used by different copywriters.

    And Ben, this will help answer your question, I think.

    When I started REALLY getting into freelance work, I used Google Adwords to bid on keywords like "freelance copywriter" and others like it.

    I'd spend about $100 a day or so on Adwords, because I could afford it, and then Google decided to slap everyone silly, and banned my account.

    So, I started using direct mail and Fed Ex. I took a health course from AWAI back in 2009 or so, and it came with about 400 or so companies that hired direct response health copywriters.

    Since my background was in health and fitness, I wanted to focus on that niche (which by the way, I feel it hugely important to become well known and well skilled in ONE niche)

    So, I'd spend a lot of money using direct mail and Fed Ex, like Marcia said.

    That became even more important when I opened up a physical "bricks and mortar" advertising agency in Maine, because I was able to send direct mail to JUST the niches and companies I wanted to work with and for.

    I'd also use message/forums like this one to offer up valuable content, which sent clients my way. A few other Facebook groups would be great sources of leads and clients.

    Over time, I had the good fortune to get enough word of mouth business and client referrals... where I didn't have to really advertise much.

    In fact, one email consisting of one sentence to a client can be a great source of new leads and business.

    After you've finished working with a client, send an email asking if they knew of any other companies or marketers who could use help with their copy or marketing. Often times, I'd get many names and emails that were great referrals from happy clients.

    So Marcia, you're absolutely right.. I probably didn't mention the part about advertising enough in my post above... that's a huge part/key to any kind of lead gen.

    Ben, my answer to you a few years ago would have been to advertise in any and all ways
    you can.

    Google ads, Bing, Facebook, message boards, forums, articles, direct mail, any and all avenues where you could reach potential clients.

    I know of many friends and colleagues who used seminars to land most of their clients.

    But, these days... I'm starting to see more power in concentrating on ONE form of advertising, and one platform, to build your business.

    This may and DOES differ from a lot of other marketers' thoughts... but I've been doing this long enough to see the power in focus and harnessing your efforts by working ONE platform and working it well enough where you become well known.

    For many, this can be Facebook ads or a Facebook group. With others, it can be direct mail.

    Or LinkedIn, heck, I've seen copywriters do VERY well using YouTube to put up copy critiques, and then inviting others to contact them for critiques.. which can lead to clients.

    So, years ago... I would have said advertise anywhere and everywhere... but I'm starting to see more results and more clients coming from working one source of advertising or one platform... and really focusing your efforts there.

    And yes, that great piece of content still comes into play, whether you advertise the freebie on Facebook ads, or LinkedIn ads, or Youtube, etc...

    Like Marcia said, make sure your bait is top notch and representative of the value you can provide... and then THINK of where direct response marketers or business owners hang out and congregate.

    That's really where you want to focus your attention... on those who know the value and respect the value of great copy... don't focus on those who you have to educate as to why they need you.

    You can go broke doing that.

    So, combine your amazing piece of content, and try to get it out there and in the hands of marketers and business owners who value and NEED great copy... and try to harness your focus and efforts on a few key channels, instead of trying the shotgun approach.

    I'd much rather spend the time and money using facebook ads to get my free piece of content to people, instead of trying to write 100 articles that Google could slap and penalize tomorrow.
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    • Profile picture of the author BenPoggemiller
      Shawn that was an incredible reply. Thank you. I've sifted through and read a lot on this forum, and there are only a handful of people that really walk the walk and give valuable advice. You're definitely one of them.

      So much of the advice I read says things like "When you talk to prospects, say..." or "Call up prospects and say..." but they never say how you should find these prospects and who they should be. You've given me new focus.

      This should be one of those essential threads that new copywriters look to when they need help getting started.
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    • Profile picture of the author Raydal
      Originally Posted by shawnlebrun View Post

      When I started REALLY getting into freelance work, I used Google Adwords to bid on keywords like "freelance copywriter" and others like it.

      I'd spend about $100 a day or so on Adwords, because I could afford it, and then Google decided to slap everyone silly, and banned my account.
      The good old days! That use to be my bread and butter. I would get several
      queries per month through PPC and my website. Not as easy anymore.

      -Ray Edwards
      Signature
      The most powerful and concentrated copywriting training online today bar none! Let a VETERAN Copywriter and Teacher get your skills up to speed in little time.
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  • Profile picture of the author shawnlebrun
    Alex,

    Coming from a true pro and veteran like yourself, that means a LOT.

    Thank you sir... I really appreciate it!

    Shawn
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  • Profile picture of the author RickDuris
    Let me ask you, which is more important: Brand/USP/positioning OR reputation?

    Provocative thinking: http://www.nytimes.com/2015/12/08/op...ikability.html

    Just asking. It's not like I have the definitive answer.
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    • Profile picture of the author shawnlebrun
      Originally Posted by RickDuris View Post

      Let me ask you, which is more important: Brand/USP/positioning OR reputation?

      Provocative thinking: http://www.nytimes.com/2015/12/08/op...ikability.html

      Just asking. It's not like I have the definitive answer.
      Rick, it's funny you brought that up, because I had a very recent, and actually ongoing project that can shed some light on that.

      I'm working with a team who is doing the marketing behind a very well known, in fact, famous athlete.

      This guy was once at the top of his game for almost 2 decades, and everyone in THAT niche knows him. He's a true legend to THAT niche, outside of that niche... many don't know him.

      When initially taking on the project, I asked for what I normally ask for, but when I started putting the copy and pieces together, I could feel it was missing 2 important things.

      Social proof and results... and specifics as to what the person buying would get.

      Now, this guy had a HUGE reputation in his niche, well known for 20, 30 years... and probably the 2nd most famous athlete in his niche, after just one other person.

      So, reputation up the ying yang.

      BUT... early tests showed the project wasn't doing nearly as good as we wanted.

      It was selling okay, but a fraction of what we thought it could do.

      So, I asked again for things like proof, results, before/after pics, and just as much social proof as possible.

      Because to me, having done this as long as I had, I knew that REPUTATION only goes so far.

      People STILL want to know "what's in it for me"

      And JUST the person's name and reputation alone, often doesn't answer the "what's in it for me" at all.

      So, that's where persuasion and sales comes in... and to me, the reputation is something you build upon... it's the icing on the cake.

      The more regular and average the pics on the sales page... the better... because the reader will feel like "Well, this famous pro got results because of genetics, being blessed, etc... I want to see the results of regular, average people. "If Joe Blow can get results, so can I.

      So, I continued to ask for things like pictures, proof, before/after, success stories, testimonials, etc...

      And I also wanted exact specifics... VERY specific in terms of what they're getting.

      I'm talking specifics like... when you order, you will get a 130 page pdf file that walks you through blah blah blah...

      You will get 10 videos that total 2 hours in length of that go through blah blah blah.

      You will also get a 1 hour mp3 audio program with motivation tips that has helped blah blah blah,

      The specifics let them know exactly what they're buying and what they're spending their money on.

      And back to the original point you mentioned.. reputation, I think this famous person and his team thought that name recognition and reputation alone would get the job done.

      I've been doing this far too long to know it wouldn't... that reputation and fame was just a small piece of the puzzle... that you still had to persuade/sell/convince the reader that what they had would work for THEM.

      A lot of times, prospects feel that the famous person is just above what THEY are able to do, that this famous person has special skills and abilities, so the regular Joe reading it thinks "well, he's special, I'm not"

      But if you plaster 30 other pics/testimonials/success stories from all Average Joes... that holds more weight in my eyes.

      So, good point you made.

      to me, reputation and fame is just a start... you have to still appeal to the selfish desires of the prospect, and show them what's in it for them.

      These days, people know they can go on Youtube, Amazon, or Google and find a bunch of free stuff, that has this famous person doing certain things.

      If you want to sell... you gotta show the reader/video watcher why this is different, what they get, and show proof... and prove that THIS is different and isn't something you can find online, currently, for free.

      So, you made a very interesting point that I just had some experience in... in that reputation didn't really help make the sale... so we're doing what I feel will... which is adding as much proof from regular people as possible.
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      • Profile picture of the author RickDuris
        Originally Posted by shawnlebrun View Post

        Rick, it's funny you brought that up, because I had a very recent, and actually ongoing project that can shed some light on that.
        Interesting perspective.

        I was more talking about the reputation and positioning of copywriters.

        Personally, I've cultivated my reputation and position with my market. Giving it some thought, they go hand in hand. Equal partners in my success.
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    • Profile picture of the author shawnlebrun
      Originally Posted by RickDuris View Post

      Let me ask you, which is more important: Brand/USP/positioning OR reputation?

      Provocative thinking: http://www.nytimes.com/2015/12/08/op...ikability.html

      Just asking. It's not like I have the definitive answer.
      Rick, my bad... I didn't read through your post well enough.

      My thoughts?

      Everyone starts with the need to establish themselves, with a great USP
      and positioning.

      Once you get some clients under your belt... or should I say some big hitters or players
      that can do a huge amount of volume... and you get a couple controls with those clients as well.. I think soon enough, reputation will take over.

      So, I think it starts with your positioning, and once you get consistent winners under your belt, and controls with the big boys... I think THEN reputation alone can keep you busy.

      I know Gary Bencivenga mentioned in his seminar, when he went solo, he used different letter head for each type of lead that came in, so if it was a financial lead.. he positioned himself as a financial copywriter.

      Over time, as most of us know... he was soon booked ahead of time for months and months... so reputation took over.

      Good point though. I know dozens of top copywriters who really don't market or need to even focus on their USP and positioning, they have year long waiting lists because of their reputation alone.

      So, it goes USP/positioning ------> Results and Consistent Winners -------> Reputation
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  • Profile picture of the author FreedomBlogger
    Great tips man!.. thank you for sharing from your own experiences!

    Keep up the great work!
    Signature
    60 Ways to Generate Leads >> Click Here <<
    No excuses to ..."why you can't generate leads" ... after reading this!

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  • Profile picture of the author shawnlebrun
    Ray, I've used just about every single advertising source in the world in the last 14 years, mostly
    for my fitness businesses, and without question, Google Adwords accounted for 75% of my sales and
    revenue.

    Sure, I had eggs in about a dozen traffic baskets... direct mail, magazines, the dozen other pay per clicks that are gone.

    But with adwords, you could spend a nickel and get $37 back. and that's not an exaggeration... I probably shouldn't say this, but I once had 4 of the top 10 spots on paid adwords side... selling my programs. Talk about serious cash flow when you're paying a nickel per click.

    Ahhh... then 2006 (??) happened and everything changed :-)

    I'm not sure if you read it, but Ken Evoy had a book out in 2001 or so, called Make my Site Sell.

    It said in it that Google Adwords was a fad, it would disappear, and not to even focus on it.

    Now on Site Build it, I think Adwords is the only thing he recommends.

    Amazing how fast things change online :-)
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    • Profile picture of the author MikeHumphreys
      Originally Posted by shawnlebrun View Post

      But with adwords, you could spend a nickel and get $37 back. and that's not an exaggeration... I probably shouldn't say this, but I once had 4 of the top 10 spots on paid adwords side... selling my programs. Talk about serious cash flow when you're paying a nickel per click.
      Yeah, the good old days of Adwords. I used to run local Adwords campaigns for my massage therapy center in the early to mid 2000's. A penny per click for targeted prospects to get sent to my business website then. At a penny per prospect, the ROI was awesome.

      Then Adwords started making tons of changes and my click rate went from a penny a click to a $1 per click within a month. Needless to say, the ROI wasn't nearly as awesome then. LOL
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  • Profile picture of the author Datingarticles
    Some fantastic and highly useful advice there. Well done.
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    Datingarticles
    www.datingarticles.co.uk

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  • Profile picture of the author Eddie Wilson
    Man it's great to see some veteran copywriters digging into the problems of finding clients in these days and actually showing it can be, and actually has been, done!

    I've been finding quite a lot of success with LinkedIn when it comes to finding work, but it took a couple of years worth of proper networking and asking for endorsements from my then clients.

    But it worked, and now it's bringing in a steady flow of queries about my services and how I could help them.

    But yeah, especially love the point about people being selfish and asking what's in it for them, good stuff.
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    • Profile picture of the author BenPoggemiller
      Originally Posted by Eddie Wilson View Post

      Man it's great to see some veteran copywriters digging into the problems of finding clients in these days and actually showing it can be, and actually has been, done!

      I've been finding quite a lot of success with LinkedIn when it comes to finding work, but it took a couple of years worth of proper networking and asking for endorsements from my then clients.

      But it worked, and now it's bringing in a steady flow of queries about my services and how I could help them.

      But yeah, especially love the point about people being selfish and asking what's in it for them, good stuff.
      Thanks for the info Eddie. Gives me hope for LinkedIn. If you don't mind me asking, how did you start networking on LinkedIn? Did you start participating in different groups? Start posting content and paying to promote it? If you don't want to give away your secrets, I totally understand but I'm probably not in the same niche as you anyway. I'm still trying to figure out the best way to use LinkedIn.
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      • Profile picture of the author shawnlebrun
        Originally Posted by BenPoggemiller View Post

        Thanks for the info Eddie. Gives me hope for LinkedIn. If you don't mind me asking, how did you start networking on LinkedIn? Did you start participating in different groups? Start posting content and paying to promote it? If you don't want to give away your secrets, I totally understand but I'm probably not in the same niche as you anyway. I'm still trying to figure out the best way to use LinkedIn.
        Ben, if you have time... check out this webinar replay that Jay did...

        http://www.warriorforum.com/copywrit...ke-plague.html

        There's a section on using LinkedIn... it's all numbered, so you could always fast forward to the LinkedIn Section.

        I don't remember specifically what was covered but I do remember Jay including it, had a lot to say about it, said it was a great source... and hey, the above webinar is free... so wins all the way around!!
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        • Profile picture of the author BenPoggemiller
          Originally Posted by shawnlebrun View Post

          Ben, if you have time... check out this webinar replay that Jay did...

          http://www.warriorforum.com/copywrit...ke-plague.html

          There's a section on using LinkedIn... it's all numbered, so you could always fast forward to the LinkedIn Section.

          I don't remember specifically what was covered but I do remember Jay including it, had a lot to say about it, said it was a great source... and hey, the above webinar is free... so wins all the way around!!
          Nice. Thanks. He mainly says you can try to access decision makers directly through LinkedIn, and cut out some middle men, as well as searching company directories for new contacts. Also, checking for copywriting job postings on LI.
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          • Profile picture of the author Kieran D
            Great post Shawn. You should never under-estimate the power of attraction marketing.
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  • Profile picture of the author SL1
    Awesome advice, proven principles, thank you for posting this.
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  • Profile picture of the author laurencewins
    Well said Shawn!

    I suspect it's karma that you wrote the initial post on my birthday. Perhaps it is telling me something to do that I am not currently doing.
    Signature

    Cheers, Laurence. Writer/Editor/Proofreader.
    Check out my site or blog for more info.

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  • Profile picture of the author PollyPotter
    Banned
    Great advice! I agree with you 100%

    When I first started copywriting I did the same thing...

    Searching forums, messaging every one that was looking for copywriting and I even went on Clickbank and emailed people that had low gravity how I would improve their sales letters. I got a few clients from it but mostly I believe I came across looking desperate.

    When you market yourself confidently, offer value and provide proof of your abilities people will clients will flock to you.
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    • Profile picture of the author DKCopywriter
      But if you're new, you're not going to have proven success, and it seems like it's all that clients are looking for these days. Every single person I've seen looking for a copywriter wants to know that your copy can convert. As somebody new, I just don't know. It's too soon to tell.

      What would you do if you were in my shoes? How can I scale the Great Wall of China?
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      • Profile picture of the author Alex Cohen
        Originally Posted by DKCopywriter View Post

        But if you're new, you're not going to have proven success, and it seems like it's all that clients are looking for these days. Every single person I've seen looking for a copywriter wants to know that your copy can convert. As somebody new, I just don't know. It's too soon to tell.

        What would you do if you were in my shoes? How can I scale the Great Wall of China?
        Your question shows that you missed the point of Shawn's post.

        Instead of prospecting for work, position yourself as an expert. You'll find that a good percentage of the potential clients who contact you are already convinced you have what it takes.

        Alex
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        • Profile picture of the author DKCopywriter
          Originally Posted by Alex Cohen View Post

          Your question shows that you missed the point of Shawn's post.

          Instead of prospecting for work, position yourself as an expert. You'll find that a good percentage of the potential clients who contact you are already convinced you have what it takes.

          Alex
          Alex, please see below.


          "Just make sure the basis of it is what the prospect would be looking for in a copywriter... primarily great writing skills, proven results, a successful track record, some snippets of your copy samples, and other ways you can be an investment and help offer an overall boost to their bottom line."

          Being a new copywriter, I do not have proven results or a track record period. That is what I'm struggling with here. I have a few samples and two small jobs I did last week.

          How can I position myself as an expert and the best copywriter they can hire when I can't even prove that my copy converts?
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          • Profile picture of the author ewenmack
            Originally Posted by DKCopywriter View Post


            How can I position myself as an expert and the best copywriter they can hire when I can't even prove that my copy converts?
            It's all in the questions you ask of your prospective client.

            I'll give you a real life experience I had wanting to hire a traffic expert and
            a prospective client approaching me so you can see the effectiveness and faults
            on both sides...hiring and being hired.

            HIRING: Bad example from applicant. He didn't ask me questions, only made statements.
            This made me uncomfortable because the quality of questions demonstrate expertise.

            Even prompting him to ask me questions was still too much of a struggle.

            Good example of applicant. She was so good at asking the right questions
            that I was taken aback and lead onto a tangent conversation that she could be undervaluing herself.

            Her skill of asking such insightful questions gets to the heart of the matter super quick,
            whereas most don't, therefore will never get optimal results for clients.

            BEING HIRED: Prospective client comes to me beaten, burnt and suspicious.

            So first task is to walk with him through what went wrong
            so it creates closure.

            Next step was to show the clear path forward in such a way he comes to
            his own answers and conclusions.

            The term for this methodology is educe.
            It means lead so that people come to their own conclusion.

            This is dead opposite to convincing.

            Convincincing relies on the power of force.

            There's a gentler and longer lasting way
            and that's educe.

            Back to the story, to help reassure him, I made it abundantly clear that
            if I don't believe I can make him more money over my fees,
            then I would not proceed.

            Secondly I was transparent in saying that I will be looking for ways
            to make a whole lot of money out of the opportunity so it showed my self interest.

            Naturally he laughed and understood we both had the right motivations,
            our moral compasses were in alignment.

            The other part of the talk was about expectations of the client.

            What was the return on investment that would make him happy.
            Another words, for every dollar he put into marketing, how much over the dollar would he be happy with.

            Then how long would he be comfortable waiting to get that return on his investment.

            Part of this exercise is to see where a client is about reinvesting marketing dollars back into the business. Going through this process can sometimes create a aha moment where he breaks out of a marketing budget mindset.

            So, to conclude, asking the right questions demonstrates your expertise to the more sophisticated business owner.

            Best,
            Doctor E. Vile
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          • Profile picture of the author Alex Cohen
            Originally Posted by DKCopywriter View Post


            How can I position myself as an expert and the best copywriter they can hire when I can't even prove that my copy converts?
            Showcase your expertise by writing a valuable report... doing a weekly podcast... or posting to a blog (or Facebook Page) regularly.

            Over time, you'll be thought of as an expert... and potential clients won't even question your credentials.

            Alex
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            • Profile picture of the author DKCopywriter
              Here's my thoughts on writing up a report:

              That's a freaking awesome idea!

              Write up a 20-30 page report on the importance of well written copy in a successful website, for instance?

              Are there any tips you can provide for writing an awesome report?
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              • Profile picture of the author ewenmack
                Originally Posted by DKCopywriter View Post

                That's a freaking awesome idea!
                Who's idea?

                Best,
                Doctor E. Vile
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              • Profile picture of the author Alex Cohen
                Originally Posted by DKCopywriter View Post

                Here's my thoughts on writing up a report:

                That's a freaking awesome idea!

                Write up a 20-30 page report on the importance of well written copy in a successful website, for instance?

                Are there any tips you can provide for writing an awesome report?
                Yes.

                Determine...

                1. What big problem your prospects are looking to solve
                2. The words they use to describe it

                The topic you should write on will then be obvious.

                Alex
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      • Profile picture of the author angiecolee
        Originally Posted by DKCopywriter View Post

        But if you're new, you're not going to have proven success, and it seems like it's all that clients are looking for these days. Every single person I've seen looking for a copywriter wants to know that your copy can convert. As somebody new, I just don't know. It's too soon to tell.

        What would you do if you were in my shoes? How can I scale the Great Wall of China?
        1) confidence
        2) sales skills (this is key - if you can SELL them on your skills, you have already won half the battle. Just make sure your work ethic can cash the check you promise. And don't guarantee results)

        To get all "woo woo" on you...

        You scale the Great Wall one agonizing move at a time. And just when you think you can't go on, you make another move. Eventually you're at the top wondering why you were worried and feeling like a total badass.

        Take the next step. Get more clients. You're a problem solver and salesperson in print. It starts now because YOU are currently the client in need of sales.
        Signature

        For women ONLY...start getting what you want, when you want it. Join the Club.

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      • Profile picture of the author MikeHumphreys
        Originally Posted by DKCopywriter View Post

        But if you're new, you're not going to have proven success, and it seems like it's all that clients are looking for these days. Every single person I've seen looking for a copywriter wants to know that your copy can convert. As somebody new, I just don't know. It's too soon to tell.

        What would you do if you were in my shoes? How can I scale the Great Wall of China?
        I'd hit the books and actually learn marketing.

        The questions you're asking are marketing 101. Part of marketing 101 is POSITIONING. If you learn how to position yourself, then you will be able to attract the right types of prospective clients for yourself. If you learn how to do marketing, then your question changes from "How do I find clients" to "How do I want to find clients?".

        Do yourself a favor: Take a day and go through the threads listed in this sticky. You'll gain a tremendous amount of knowledge in how to succeed as a copywriter. Just as important, you'll become more valuable to your clients. They in turn will want to hire you more frequently to write all of their marketing.

        http://www.warriorforum.com/copywrit...pywriters.html

        Good luck,

        Mike
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  • Profile picture of the author DKCopywriter
    That still isn't relevant to ATTRACTING them. I'm extremely lost and confused, as I don't have an testimonials nor stats to back me up, and as OP said in his post, bringing PROOF that what you do brings RESULTS is key. I have neither.
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    • Profile picture of the author ewenmack
      Originally Posted by DKCopywriter View Post

      That still isn't relevant to ATTRACTING them. I'm extremely lost and confused, as I don't have an testimonials nor stats to back me up, and as OP said in his post, bringing PROOF that what you do brings RESULTS is key. I have neither.
      You may be fishing in a pond where the fish are locked into thinking conversion
      is the end game.

      What's more valuable is the return on investment.

      Some increases in conversions can hurt by increasing refunds
      and need hiring more customer support because the conversion increased
      the number of bad customers. This conversion increase has made their profit lower.

      Increases in opt-ins frequently decrease the number of sales.

      Low number of conversions can freak some marketers out
      because they are looking at the wrong measurement...conversions
      when it's return on investment.

      If you have to fight that battle with prospects/clients,
      then you are working with the wrong prospects and clients.

      Best,
      Doctor E. Vile

      P.S. A client came to me having no proof or testimonials and going into a market
      more competitive than direct response copywriting, web design.

      Like you, brand new to the field.

      Unlike you, he didn't have the skill you do to complete the task,
      so he was reliant on outsourcers.

      Possibly an advantage he had over you,
      phone and in person sales skills.

      So going up against big brand web designers who have big brand clients, screeds of client samples and
      testimonials...wadya going to do...pack up and fold your tent
      or get smart about it?

      Get smart about it and get in front of buyers and be the most helpful
      to them at that buying stage.

      You do this by seeing the costs associated by making the wrong choice.
      They are laid out with high contrast between choices.

      Just used case studies I found over the internet.

      Right in the ad.

      Made it seem valuable unbiased advice.

      Nothing came from the client's head.

      Yet he was perceived the most knowledgeable in the industry
      by being the most helpful and non-self serving.

      3 days after running the ad, he brings in $25,000 dollars of client fees.

      Consistently works for him unlike most internet marketing promos.

      Went on to be the most ripped off ad for web designers.

      If you haven't seen it and the commentary around it,
      let me know if you want it.

      Best,
      Doctor E. Vile
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      • Profile picture of the author DKCopywriter
        So you wrote the copy for a Web Designer who didn't have any proof or testimonials? Did he have lots of samples?

        Also, you mentioned it was a case study? If you are able, can you PM me a link to it? Where did he advertise?
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        • Profile picture of the author ewenmack
          Originally Posted by DKCopywriter View Post

          So you wrote the copy for a Web Designer who didn't have any proof or testimonials? Did he have lots of samples?

          Also, you mentioned it was a case study? If you are able, can you PM me a link to it? Where did he advertise?
          Read what I wrote again, no samples, no testimonials.

          Yes I wrote it.

          Here's the link to the thread and why it was structured that way.

          http://www.warriorforum.com/offline-...5k-2-days.html

          See comment 21.

          Best,
          Doctor E. Vile
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  • Profile picture of the author EmailCopyKing
    Originally Posted by shawnlebrun View Post

    There have been a few posts recently by newer writers who are asking how to get clients.

    This post is just my 2 cents...

    There are 2 ways to get clients... go after them and chase them, or have them come to you and chase you.

    After 14 years and well over 500+ clients... in almost every single case, most of the clients I worked with, and LOVED working with... they came to me.

    When I first started, I'd send out Fed Ex packages, emails, letters, and hit up job boards, job postings, and anything job related.

    I was chasing clients.

    If someone on a board, forum, or social media site said they were looking for a copywriter, I'd send a message or email.

    9 times out of 10, I'd never hear back.

    After a while, it got tiring doing all this chasing.

    So, I made a radical shift in the way I got clients, and I've never had to chase a client again.

    In fact, I personally feel this "pull" type of marketing, or attraction marketing, RADICALLY shifts the balance of power in the relationship.

    Instead of seeming needy, and lumping yourself into the same group of dozens others probably contacting about the job, it's SO much easier to get people attracted to you and coming to you for new copy.

    Without giving away the farm, here's how I've done it.

    First, you gotta prove you got the goods, and can help businesses improve their sales and cash flow.

    So, what better way to do that, than by creating a valuable report, video, or other piece of content that PROVES you're the person to hire, and the best choice for them.

    Write out a report that gives "10 Good Reasons Why You Can Help Boost Sales and Profits", or whatever you want to write about.

    Whatever you write, video, or create... make sure it SHOWS and PROVES your skills first hand.

    Highlight your successes, why you're the best and most logical choice, show some snippets of your work, and the results they've provided, and just make it EASIER for the client to want to work with you.

    Show how you're a valuable investment, and not just a cost or commodity.

    Work hard on this piece of content, make it valuable enough where it sells people on wanting to work with you.

    Think of what most marketers and business owners want... and create an amazingly valuable piece of content that PROVES to the person that you can help them get what they want.

    Showcase your skills and talents, but more importantly, your results and why you're better/different/unique... and the best choice.

    Once you have that, use it anywhere and everywhere you can.

    Advertise it anywhere you can... whether it's facebook, forums, pay per click, signatures, or other social media or paid sources.

    SELL them, with this piece of content, that you're the one for them... and you're the best choice for the job.

    This piece of valuable, info-packed content acts as a demonstration... and can be your 24/7 sales person who sells YOU.

    Just make sure the basis of it is what the prospect would be looking for in a copywriter... primarily great writing skills, proven results, a successful track record, some snippets of your copy samples, and other ways you can be an investment and help offer an overall boost to their bottom line.

    Make your value shine through and make them realize that you can help grow their entire business in many ways... not just hand them a piece of copy.

    When offering up this free report, try and do it by the normal way of opt in/squeeze page so you can grab the prospects' email, and follow up with them with email.

    Your emails are another way you can keep in touch, separate yourself from the pack and all the other writers, and you can further showcase your talents, writing ability, and more importantly, your results.

    By using emails, you can demonstrate your skills, writing talent, and expertise.

    You can demonstrate you have the goods... and get them wanting to hire you, versus you trying to chase people down.

    Showing your value, skills, and results is a powerful and proven way to get GREAT clients. And it puts the power in your hands... instead of seeming needy by chasing clients and lumping yourself in with all the others, you stand out by being different, being valuable, and demonstrating your knowledge and skills.

    After a few emails, you will literally pre-sell clients on wanting to work with you. You have them coming to you, and you can dictate price and terms... instead of you having to send out emails or applications to jobs that may not pay what you want.

    Bottom line, use attraction marketing and demonstration of your skills and expertise to attract great clients to you... clients who will become pre-sold on you and your valuable skills, because you've demonstrated it with your valuable piece of content and follow up emails.

    Chasing clients isn't a viable long term business strategy. You're much better off building a solid system of offering up amazing value in a piece of content that shows your skills, writing ability, and results/track record.

    This demonstration will pre-sell prospects enough where they come to you and want to work with you, at YOUR price... instead of you chasing them. With your valuable piece of content, and follow up emails, you can sell yourself and demonstrate your value so they want to work with you.

    I guarantee you this... whether it's with getting copy clients or a mate... if you chase someone... they tend to naturally resist.

    But, be yourself and demonstrate why you're a good catch... and let them come to you.

    That will always work out to be more beneficial to you in the long run... because clients who come to you, and are attracted to you, tend to be MUCH better clients in the long run than those you have to chase down.

    Hope this helps some of the newer writers here!
    Oh, I did something same a while back. But it bombed. And the only reason it failed was I was targeting wrong clients. Or you can say wrong Niche too.

    The clients didn't even knew what the hell a Copy is!

    And silly me, spent a whole month to write that Special Report just to demonstrate my skills.

    So I think first you have to make sure that Clients you're targeting are at least educated on basics of what you have to offer.

    If they don't then change the Niche or go after Laser Targeted clients that know some basics.

    If you get that right, then this above strategy will definitely give killer results!
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  • Profile picture of the author R.T.Bucher
    Just popped in and read this post this morning...What a wickedly clever idea. Thank you for writing this post and helping out newbie copywriters. I will definitely implement this today.
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  • Profile picture of the author MortonHill
    Great material in this post. This will be useful to me and a lot of other people.
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