Selling the Copywriter's Value

Maybe I should clear soemthing up...I "Hire" my copywriting ! I'm simply looking for a way to turn these folks "on" to the benefits of using a copywriter! Besides using my success stories

The major thing is to switch the prospective from them paying you to do something into them investing in the results they want and you bring.

When I speak to rotary clubs, chambers, and other places...always provide maximum value and then show them how the service provided is needed for success and that I am the obvious choice if seeking results in business.

Not everyone even knows what copywriting or marketing is really about. You need to educate them and prove to them how you can take them to the level they desire and also show you are dedicated to doing so versus just taking their money and running once you are done with it.

There's a ton of techniques and strategies to getting better results from those presentations, but focus on those basics and you'll be way ahead of the game.

Hi Dan,

One of the things you can do is the following:

Create a PowerPoint presentation based upon the type of business owners in your Chamber of Commerce. For instance, in Laguna Beach, it's a tourist town with heavy retail and restaurants and art galleries.

In the PowerPoint presentation, SLAM them with piece after winning piece of brilliant copywriting/advertising. Inspire them. With each piece, focus on one specific copywriting principle of the piece. If you're looking for an example, check Dan Kennedy and Bill Glazer's Outrageous Advertising book for a sample on how to get this done.

The headline... the guarantee... the offer... the call to action... the PS... whatever. Just do it, point by point. One, two or three examples per point depending how much time you have available. Normally I rifle through a bunch of them.

Make them memorable and clear what point your trying to drive home.

Yes, I have done this. And it works. I know of others who have used this type or presentation as well.

In this strategy, the key thing in selecting the pieces to focus on that are relevant. They, not the principle conveyed, is what will excite the attendee. In other words, please don't show Superbowl commercials. They will disconnect.

Then at the end, you tell them your strategy for getting good copy written. Create the opening or make an invitation whatever it is.

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There is another presentation which I have been dying to try. But I haven't done so yet, because the one above works.

My working title is "Ads That Suck" (but that's not how you would promote it) and basically what you do is research and point out the flaws in various advertisements. They abound. You want to point out ads in other people's advertising (you can black out the particulars), not the ones in the audience or direct local community.

For instance, "tombstone ads." Ads that are used to promote local attorneys or accountants, where they just put their title and phone number like on their business card. No benefit, no offer, no call to action.

Obviously, the intent is to convey how much money business owners are leaving on the table with incompetent advertising. And how a competent, qualified copywriter can help.

You know the difference Dan, and you have the eye for good advertising. Teach them what to look for.

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You can also do a presentation on how to get more out of Yellow Pages budget. Competent copywriting is essential there. While Yellow Pages is on the ropes, business owners still advertise there because they're afraid not to.

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- Rick Duris

PS: No doubt, this first presentation is a fair amount of work. But you'll know it worked if they ask you to send them the PowerPoint presentation at the end.

PPS: These strategies can be applied to any copywriter who wants to work locally.

Don't present in terms you understand... like copywriter.

Present in terms they understand like... How To Get More Customers.

Then weave case histories into your presentation.

After the show is over, you will inevitably have some people that want to talk more with you.

But then the trick is closing a deal for a project, as many people will try and treat you like the copy sales person... "hey, stop by... show me what you got."

When in fact, your 'stop by' is consulting.

The second biggest challenge you will have is when you actually get a project... because many businesses handle their leads poorly... even having recordings on their phone "we're either on the phone or under our desk."

So another big part of your consulting job will be making sure they properly handle the leads... otherwise, they will say, "thanks for helping us get our name out" and view your efforts as an expense instead of an investment.

Good luck!