I want to specialize in Web Copy. How can I find prospects?

33 replies
I've been studying the art of writing effective copy and have determined that I want to freelance with a specialization in writing web copy. However, I am lost as to how to find clients.

I am also looking to build my portfolio. Many have suggested to go to local businesses and non-profits in order to build a portfolio. However, I'm having trouble finding companies in my area that are interested. Plus, I'm a very nervous person and selling my services face-to-face or on the phone is not something that I am good at.

Basically, I want to target the owners of web sites that currently have weak copy. I would improve the copy on their pages. However, I'm not sure exactly how to go about FINDING these sites.

Can anybody who has specialized in web copy help me out? How did you get started?
#copy #find #prospects #specialize #web
  • Profile picture of the author Alex Cohen
    Like other service providers, you need to market your services.

    Have you studied the basic principles of online marketing? If not, it would be a good idea to do so.

    Understanding how to persuade gives you a leg up, but you still need to learn trafic generation, trust building, etc.

    Alex
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    • Profile picture of the author DKCopywriter
      I've no expert but I have learned a few things by browsing the forums. Where would you recommend I market my services?

      Nobody in my immediate connections needs a copywriter; I'm surrounded by employees and no entrepreneurs!

      I was thinking Facebook but I'm having trouble even finding groups to promote in. It's hard to find a good start up group.

      Any suggestions?
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      • Profile picture of the author sconer
        How good are you? I can use some better copy in my website.
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        • Profile picture of the author ewenmack
          Originally Posted by sconer View Post

          How good are you? I can use some better copy in my website.
          How do you know you need better copy on your website?

          Then what will your metrics be to determine
          you've got it?

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

            How do you know you need better copy on your website?

            Then what will your metrics be to determine
            you've got it?

            Best,
            Doctor E. Vile
            Because I wrote it and I suck :-P
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            • Profile picture of the author ewenmack
              Originally Posted by sconer View Post

              Because I wrote it and I suck :-P
              That's a starting point.

              Sometimes what looks sucky
              out-performs a non-sucky look.

              So what will your baseline measurement be
              so your copywriter and you know he has made
              an improvement?

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

                That's a starting point.

                Sometimes what looks sucky
                out-performs a non-sucky look.

                So what will your baseline measurement be
                so your copywriter and you know he has made
                an improvement?

                Best,
                Doctor E. Vile
                I guess whether or not I convert more of the traffic I get, or if I get a bump in traffic due to his copy also being good for SEO.
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                • Profile picture of the author Kay King
                  You've studied writing copy - you have decided it's what you want to do - you've learned some things about it on forums.

                  How much writing have you done? How many sales pages have you written for yourself - or as practice or testing? Are you thinking of "content writing" or "copywriting"?

                  Yes, you need to build a portfolio but you can start with examples of what you can do to convince anyone to hire you. Have you practiced writing - practiced using various "voices" and styles? I know that's a basic question but seems relevant to me and you didn't mention it.
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      • Profile picture of the author Alex Cohen
        Originally Posted by DKCopywriter View Post

        I've no expert but I have learned a few things by browsing the forums. Where would you recommend I market my services?

        Nobody in my immediate connections needs a copywriter; I'm surrounded by employees and no entrepreneurs!

        I was thinking Facebook but I'm having trouble even finding groups to promote in. It's hard to find a good start up group.

        Any suggestions?
        Yes, but since I don't know much about your situation, I'm hesitant to make specific suggestions.

        PM or email me, and I'll be happy to help if I can.

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

        I've no expert but I have learned a few things by browsing the forums. Where would you recommend I market my services?

        Nobody in my immediate connections needs a copywriter; I'm surrounded by employees and no entrepreneurs!

        I was thinking Facebook but I'm having trouble even finding groups to promote in. It's hard to find a good start up group.

        Any suggestions?
        Cult of Copy Facebook Group. There are around 5 - 10 ads for copywriting work per week, or at least they were when I used Facebook. The jobs are usually on the pro side (established copywriters with quantifiable results) but you can find jobs for beginners too. Don't promote though, at least not from day one. It is not a wise decision to join the group and in minutes to post about your services. Check the jobs there, try to add some value, establish yourself as someone who knows what he is doing and then advertise.
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  • Profile picture of the author Kieran D
    Originally Posted by DKCopywriter View Post

    I've been studying the art of writing effective copy and have determined that I want to freelance with a specialization in writing web copy. However, I am lost as to how to find clients.

    I am also looking to build my portfolio. Many have suggested to go to local businesses and non-profits in order to build a portfolio. However, I'm having trouble finding companies in my area that are interested. Plus, I'm a very nervous person and selling my services face-to-face or on the phone is not something that I am good at.

    Basically, I want to target the owners of web sites that currently have weak copy. I would improve the copy on their pages. However, I'm not sure exactly how to go about FINDING these sites.

    Can anybody who has specialized in web copy help me out? How did you get started?
    Hello,

    I would suggest that you concentrate on providing as much value as possible in your marketing efforts to secure new Clients.

    May I ask how you plan to provide this value?

    There are always Clients out there that are interested and can easily be persuaded if you lay things out for them in plain English. Specifically what's in it for them and how their business will be benefit.

    Kieran
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  • Profile picture of the author 1Bryan
    "Web Copy" isn't really a specialty.

    It's 2016.

    Just about everyone's on the web in all industries. You have to narrow down much more than that to call it a specialty. And when you do? It'll become obvious where to get clients and how to get them.

    Let me give you an example from outside our world.

    There's a mechanic near me who ONLY works on Volvo and Saab. Do you think he really has to do much "selling" to Volvo and Saab owners?

    Nope.

    People come from 45 minutes to 1 hour-and-a-half away.

    He's the "go to" mechanic if you own a Volvo or a Saab. He's always booked. If he wanted to be open 24 hours a day, he could.

    Being a "web copy" copywriter is like being a mechanic and thinking it's a "specialty."

    It's not.

    A Volvo mechanic is.

    (And a Volvo mechanic who only works on Classic Volvos is even more specialized)

    Go try to find an industry where they aren't already online in some way. It'll be damn near impossible. So a lot of the work in any area is going to be web copy.

    Web copy's not "special."

    Maybe in 1996 it could've been sold that way. Not 2016.

    Now, if you said, "I write web copy for Cross Fit trainers" ... you'd have a specialty.

    Adding in specifically WHO you write for, starts to make you special.

    And it would already point you in the direction of WHERE and HOW.

    Find your specialty. It has to be real. You can't just call yourself a specialist because you want to be one. Clients will find out fast you are full of it and bail on you.

    If you want long-term clients?

    You need to be able to deliver. But you also need to have something that makes you obvious. Much like, if you had a Volvo, you'd go to the mechanic I mentioned. It's just the obvious match.

    It really can be that simple.

    P.S. I'll give you a tip. That'll make life a lot easier. Specialists respect other specialists. So your prospective clients? Should be some sort of specialist themselves. Then you don't ever have to "sell" the idea of why they should hire a specialist. They bought into that idea long before they ever met you.

    (Here's an example of a real specialist delivering what they do in a sentence or two:

    "I currently specialize in restoring Classic Corvettes to show quality condition for serious collectors in the Southwest US."

    Who, what, when, why, where are all answered in one single sentence. I'd think of sentence 2 if I wanted to. But I don't. It would have a "how" in it though. When you can do that, you have a specialty.)
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    • Profile picture of the author DKCopywriter
      Originally Posted by 1Bryan View Post

      "Web Copy" isn't really a specialty.

      It's 2016.

      Just about everyone's on the web in all industries. You have to narrow down much more than that to call it a specialty. And when you do? It'll become obvious where to get clients and how to get them.

      Let me give you an example from outside our world.

      There's a mechanic near me who ONLY works on Volvo and Saab. Do you think he really has to do much "selling" to Volvo and Saab owners?

      Nope.

      People come from 45 minutes to 1 hour-and-a-half away.

      He's the "go to" mechanic if you own a Volvo or a Saab. He's always booked. If he wanted to be open 24 hours a day, he could.

      Being a "web copy" copywriter is like being a mechanic and thinking it's a "specialty."

      It's not.

      A Volvo mechanic is.

      (And a Volvo mechanic who only works on Classic Volvos is even more specialized)

      Go try to find an industry where they aren't already online in some way. It'll be damn near impossible. So a lot of the work in any area is going to be web copy.

      Web copy's not "special."

      Maybe in 1996 it could've been sold that way. Not 2016.

      Now, if you said, "I write web copy for Cross Fit trainers" ... you'd have a specialty.

      Adding in specifically WHO you write for, starts to make you special.

      And it would already point you in the direction of WHERE and HOW.

      Find your specialty. It has to be real. You can't just call yourself a specialist because you want to be one. Clients will find out fast you are full of it and bail on you.

      If you want long-term clients?

      You need to be able to deliver. But you also need to have something that makes you obvious. Much like, if you had a Volvo, you'd go to the mechanic I mentioned. It's just the obvious match.

      It really can be that simple.

      P.S. I'll give you a tip. That'll make life a lot easier. Specialists respect other specialists. So your prospective clients? Should be some sort of specialist themselves. Then you don't ever have to "sell" the idea of why they should hire a specialist. They bought into that idea long before they ever met you.

      (Here's an example of a real specialist delivering what they do in a sentence or two:

      "I currently specialize in restoring Classic Corvettes to show quality condition for serious collectors in the Southwest US."

      Who, what, when, why, where are all answered in one single sentence. I'd think of sentence 2 if I wanted to. But I don't. It would have a "how" in it though. When you can do that, you have a specialty.)
      I'm thinking that writing web copy for start-ups may be an effective specialty. Too many startups have weak or vague copy on their websites, which can hold them back so much and kill their startup before it even has the chance to take off. This can be even more true for app developers. They seem to focus much more on the design and programming. After all, why wouldn't they? However, great copy combined with quality keywords for the App Store can really help drive views and sales.
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      • Profile picture of the author angiecolee
        Originally Posted by DKCopywriter View Post

        I'm thinking that writing web copy for start-ups may be an effective specialty. Too many startups have weak or vague copy on their websites, which can hold them back so much and kill their startup before it even has the chance to take off. This can be even more true for app developers. They seem to focus much more on the design and programming. After all, why wouldn't they? However, great copy combined with quality keywords for the App Store can really help drive views and sales.
        A lot of them don't have funding or a real structure set up yet either. Choose wisely, or else you may get through the pitch and realize they plan on paying "once the money comes through" (which in a lot of cases, is never).
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    • Profile picture of the author bluejeans
      Originally Posted by 1Bryan View Post

      "I currently specialize in restoring Classic Corvettes to show quality condition for serious collectors in the Southwest US."

      Who, what, when, why, where are all answered in one single sentence. I'd think of sentence 2 if I wanted to. But I don't. It would have a "how" in it though. When you can do that, you have a specialty.)
      That's very good, a lovely USP right there and you've given me an idea in another niche. Thanks for sharing your thoughts!
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  • Profile picture of the author Raydal
    The simple version of the answer is to find where people who need your
    service hang out and then advertise your service to them. Forums? FB?
    Local Chamber of Commerce? LinkedIn?

    -Ray Edwards
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  • Sounds like you have somea the solution apart from takin' the first step.

    You are jus' startin' out, an' you have no portfolio, so your biggest problem is convincin' your self that you have sumthin' to offer.

    Postin' here shows 2 things.

    1) You can write clear enough to be understood.

    2) You had confidence to post.

    Oh, and,

    3) Lotta people wanna help you. That counts for sumthin' in terms of how you showed up.

    So I figure you can swing in to the local business scene on the basis of your writin'.

    Face-to-face an' phone, you can mebbe leave till your work grants you more assurance.

    For now, you gotta drill down on anyplace local businesses advertize, an' use your command of language to sniff out loser websites an' promo.

    Visit stores, pick up any leaflets they got.

    Check the burger bars an' cafes for posters, leaflets.

    Local businesses make two key errors in mosta their ad copy.

    First, they list evrythin' they do, an' overexplain stuff.

    Second, they do alla this with crappo grammar.

    All you gotta do is point out that fixin' both of these basic mistakes will help 'em out.

    It is not like you are fixin' up fancy conceptual copy for Apple — this is pet supplies, garages, hair salons an' such, all of which jus' wanna few more people through the door.

    They are not out to revolutionize the planet — an' neither are you at this stage.

    In your email to the head person, slip 'em a sample paragraph, sumthin' based on the bad stuff they currently have, which is clearly way, way better than anythin' on their site.

    But don't leave 'em to be amazed.

    Hit on a trio of plus points your new stuff got. Point up your potential value.

    "Saying it this way is better because..." "It reads easier for people with/without XXX because..." kinda thing.

    You will not get rich, an' you may not get repeat work from every client, but you will gain a coupla useful resources.

    1) More confidence.

    2) A fledgling portfolio.
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    Lightin' fuses is for blowin' stuff togethah.

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  • here's some quick tips that will save you some pain.

    I would only target people who are using copywriters already.

    Most local businesses have no clue as to the value of a copywriter and probably don't even know what a copywriter is.

    you need to get some results to kick off I believe.
    do some cheap copy work for people- and get some results under your belt.
    there are plenty of people on here who want really cheap copy...like a $100 or so.
    I would do it and take it from there...

    you can then work your way up to the big dogs - they will want to see results. (in my experience)

    you can find clients on here
    on craigslist
    freelance sites
    (all to begin with)

    having a blog helps too focusing on a usp.
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    • Profile picture of the author sconer
      Originally Posted by Quality Copywriter View Post

      I would only target people who are using copywriters already.

      Most local businesses have no clue as to the value of a copywriter and probably don't even know what a copywriter is.
      As a small local business owner, I learned what "copywriting", or "writing copy" was from the television show Mad Men. I never heard the word used that way before in all my decades.

      But if someone came to me in the past and explained to me what I know today- how good writing, both to convert readers into customers and (in some cases) to help with SEO- could be the difference between between failing and prospering, I would be very receptive to the idea.
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      • Profile picture of the author Alex Cohen
        Originally Posted by sconer View Post

        As a small local business owner, I learned what "copywriting", or "writing copy" was from the television show Mad Men. I never heard the word used that way before in all my decades.

        But if someone came to me in the past and explained to me what I know today- how good writing, both to convert readers into customers and (in some cases) to help with SEO- could be the difference between between failing and prospering, I would be very receptive to the idea.
        For the most part, copywriters market only to the converted... those business owners who already know the value of well-written copy.

        The reason is simple... less time is spent educating, and more time is spent writing copy (earning).

        Alex
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  • Profile picture of the author DKCopywriter
    I've read advice about going and posting on the "Warrior for Hire" sub-forum. However, looking there, I see nothing but flash and everybody who posts has posted about how they've made their clients thousands of dollars through writing copy. Everything is results driven, which is understandable, but how is a newbie supposed to break through in there, especially without proven results?
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    • Profile picture of the author Andrew Gould
      Originally Posted by DKCopywriter View Post

      Everything is results driven, which is understandable, but how is a newbie supposed to break through in there, especially without proven results?
      What's helped me a lot is thinking of myself as one of my clients.

      So if someone wanted you to write an ad for them in a results-driven industry, but they didn't have any results, what would you do?
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      • Profile picture of the author DKCopywriter
        I would either do it for a REALLY low price, offer the service for free, or offer to have payment of a percentage of the profit generated as a result of my services.

        Again, I haven't done this before, so I'm wondering as to which method would be best for getting that first client on here?
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  • Profile picture of the author DKCopywriter
    Any advice?
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    • Profile picture of the author Andrew Gould
      Originally Posted by DKCopywriter View Post

      Any advice?
      I was hoping you'd answer your own question.

      But if you really want to be told, here's my advice:

      Be cautious taking career advice from random strangers on an internet message board.

      Change your username.

      Get a photo.

      Link to your site in your sig.

      Keep in mind that copywriting is an intellectual profession.

      Read a book on the fundamentals of making a living as a writer, such as Peter Bowerman's The Well-Fed Writer.

      If you want to run a Warrior for Hire ad, I'd go low cost for a limited number of jobs. Or if you've got the confidence, and you're a good enough writer, try a higher cost. You're not wasting a great deal of money if it doesn't work.

      And read this. Especially point 3.
      Signature

      Andrew Gould

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      • Profile picture of the author DKCopywriter
        Thanks for the advice, Andrew. I appreciate it! I will post a low/no pay offer on WFH soon.

        However, I am still wondering how to find clients outside of this forum. Are there other forums/resources that you can point me to?

        I'm on Upwork but I have NO luck as clients tend to go with the very low bids and hire people who barely speak English, as they charge pennies.
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        • Profile picture of the author Andrew Gould
          Originally Posted by DKCopywriter View Post

          However, I am still wondering how to find clients outside of this forum. Are there other forums/resources that you can point me to?
          You could try The Cult of Copy Job Board.
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          Andrew Gould

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

      Any advice?
      Hey DK -- ycombinator (and other venture funding sites) post lists of the tech start-ups they're funding...

      You might have luck finding the principals on linkedin and approaching them there.

      They're often a bunch of kids flush with venture capital...

      I've never hit them up (not my style of writing), but they seem like decent prospects, since sometimes their websites are just "placeholder" and underdeveloped when they graduate from the y-com start-up program...
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  • Profile picture of the author Fredzmints
    Where can you study the basic principles of Marketing?
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    • Profile picture of the author Andrew Gould
      Originally Posted by Fredzmints View Post

      Where can you study the basic principles of Marketing?
      "The Ultimate Marketing Plan" and "No B.S. Direct Marketing" by Dan Kennedy are easy reads and should give you a good grasp of the fundamentals.

      "Commonsense Direct and Digital Marketing" by Drayton Bird dives a bit deeper.
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      Andrew Gould

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  • Profile picture of the author focusedlife
    A few quick thoughts that, I hope, might help you.

    1. Define your ideal customer.

    Answer these questions -

    a. What are their biggest frustrations, anger and pain points (really brainstorm here)
    b. What do they think is holding them back?
    c. What do they really want (you can weave in what you know they need later...sell to their wants).

    2. What will your services do for them?

    3. Do you have evidence that demonstrates you've done this already?

    If no...get some by doing it free for a like customer.

    Get proof and a testimonial, which you will use in your marketing piece later.

    Now it's time to go where your ideal target customers might be hanging out.

    If they are local small buisnesses then you wanna go to those various groups on the interwebs.

    If someone else is already serving your ideal customer clients and you can augment their offer...do it.

    I used to work exclusively in the dog training niche.

    Partnered with a dog trainer trainer (he produced my ideal clients), never needed to hunt for clients again.

    Where are your target customers ALREADY spending money?

    Yelp, yellowpages.com, adwords ads?...hint: look at the paid ads

    Who is it easier to sell the bible to, the atheist who doesn't believe in God or the guy who already has 7 bibles (it's not a trick question).

    Setup freelance accounts and make sure you stick in there what you do and who you do it for as part of your profile.

    No proof yet?

    Once you've helped someone for free, stick those into your portfolio as pictures.

    Even though you have no proof yet from the platform, it's ok...the platform doubles as a portfolio showcase thingy.

    I've used it to get 4 figure clients.

    Post your ads in the Cult of Copy Job Boards.

    Post craigslist ads (who cares if they're cheap skates...get proof).

    Hope you found this useful.

    Regards,

    Los
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  • Profile picture of the author Bengr86
    It involves a little leg work, but search the web and yellow pages for local business websites. These websites are usually small, very amateur looking, and were usually set up by a nephew/cousin/neighbor who knows how to build a website, and that's about it. Contact them via the contact details on the website and pitch yourself to them.

    Marshal your arguments, bring facts and data with you, and come prepared. Explain to them how not having professional copy on their website is hurting their business. Don't promise that you can increase their customer load (no one can promise that), but let them know that changing up their website is the first step on a road that will eventually lead to an increase in customers and more business for them.

    Be persistent. Once you have a couple of these down, your confidence will grow, as will your portfolio, making it easier for you to find more jobs in the future. 1Bryan said above,
    Specialists respect other specialists." Market yourself as a small business website renovation specialist. If you have the skills, your work will speak for you.
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  • Cold calling.

    A lot of copywriters get business by cold-calling.

    This means just calling people up and random. I don't mean calling residential households and dinnertime--I mean calling businesses that have a reasonable chance of wanting to hire your services.

    The first logical targets here are graphic/web design consultancies, ad agencies, and internet marketers. These people know what a 'copywriter' is, and your pitch won't sound weird to them.

    Another option target random service businesses, e.g., financial services professionals, real estate agents, lawyers, accountants, etc. You need to refine your pitch here because many of these people don't know what a 'copywriter' is. It's better to position yourself as a PPC expert or 'growth consultant.' Trying to pitch 'writing' services to people outside the advertising world is an uphill battle.

    Cold emails.

    Similar to cold calling but by email.

    The response rate tends to be a bit lower here, but on the flipside, you can make more contacts faster.

    Advertising.

    A lot of copywriters advertise with Google PPC. Off the top of my head, among 'internet marketing writers' I know Ben Settle does this... There are a few others I've seen as well but I don't know them by name.

    I've never done this for my own services before, I'm just putting it out there as something that seems to work for some people.

    Attending Networking Events

    Go to some marketing conference, meet people, tell them what you do, hand out your business card. This method is a little pricey but basically everyone successful does it. It's probably the most high-leverage method there is.
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