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Writing for your own services....

by AdilAmarsi
7 replies
Hey,

So one of the things I've noticed and was confirmed by Ryan Healy was that it's quite hard to write for your own services.

Now I personally know marketers who don't have this problem but they can't teach it.

So any advice from some great guys here about what to do to write up your own service letter?

Cheers
#services #writing
  • Profile picture of the author TTF
    I would second this. I have recently struggled writing for a new brochure site I'm putting together yet when I've put together sites for other business owners I've thrown together some pretty good copy in not so much time. I think one of the issues is that when I've done it for other businesses I am looking at their business as an outsider (with some research thrown in) but with my own business that I have live an breathed for 10 + years it's a bit information overload. I did recruit help form a couple of sources but then there input seemed too uneducated on the subject(s) to me as well as having no call to action. Catch 22!
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  • Profile picture of the author Jason Kanigan
    Writing about your own services IS tougher because you know so much about yourself. The temptation is to try and get ALL of that beautiful ability and promise across.

    What getting someone else to do the copywriting about your own services can do for you is highlight the really important things that other people will naturally value.

    In consultative selling, we sell first, educate later. We give the prospect the solution that they need; if it does a hundred other wonderful things, we tell them about those afterwards. This removes distractions and focuses on the key things that help people make decisions.

    Same thing for resumes. Always better to have someone else with skill write your resume...they'll almost always hit the highlights of your story better than you will.
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  • Profile picture of the author AdilAmarsi
    Right spoke to Ori Bengal and he said, write it as if you were a client.

    That way it;s easier. Just spent the evening doing that
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  • Profile picture of the author athanne
    Yes, you may be an expert in writing, but the way you may point out some ideas about yourself might miss the recognition of someone else. It is simple, you have much knowledge of yourself and you would value what might not be really in value of your prospective targets. With a different perspective an outsider will copy-write ideally.
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  • Profile picture of the author Tinkerbell
    Think about this:

    If you can't even sell yourself as a copywriter through copywriting, and correct me if you're talking about something else please, how can you expect someone else to? Why would you offer the service in the first place?

    No one knows you as well as you know yourself. No one knows what you do better than you. Your own passion for doing it will spill into your message, lighting a fire in your prospects which engages them.

    Follow up on that passion with real benefits for your clients, and an offer they can't refuse, and you're sold.

    Yes?
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    • Profile picture of the author Kevin Rogers
      Originally Posted by Tinkerbell View Post

      Think about this:

      If you can't even sell yourself as a copywriter through copywriting, and correct me if you're talking about something else please, how can you expect someone else to? Why would you offer the service in the first place?

      No one knows you as well as you know yourself. No one knows what you do better than you. Your own passion for doing it will spill into your message, lighting a fire in your prospects which engages them.

      Follow up on that passion with real benefits for your clients, and an offer they can't refuse, and you're sold.

      Yes?
      No, not actually.

      It's a nice concept, but over 5 sessions as a coach in Carlton's SWS I eventually insisted that freelance copywriters in my class NOT choose their own services as the course topic.

      Reason is: writing your own stuff is the hardest gig you'll ever encounter... simply because, like many of our clients, we are just too close to it.

      This is especially true when you're just starting out. Being subjective about your own ability is counter-intuitive. The best way to overcome it (that I've found) is to write it all out like an interview...

      Play the role of an interviewer (should be easy for you, Adil) interviewing you about yourself and your accomplishments as a freelancer... just get it all out... then edit it mercilessly.

      Or, better yet, this is where you call in a colleague you trust to edit it for you. (Just keep in mind what you're asking them to do and how uncomfortable it could be. I recommend paying them SOMETHING just to give them license to be ruthless with it).

      Yes, you do need a decent page to sell your services... but here's an industry secret you might not have heard before... most accomplished freelancers do not get their best clients form their own sales page.

      In fact, even the best freelance sales pages I've seen (Chris Haddad's comes to mind) are merely show pieces that produce tire kickers and price shoppers. (Chris confirmed this to me)

      Your best leads, just like in any biz, will come from referrals.

      My advice is to spend about 10% of your client-getting efforts on making your personal page nothing more than an elaborate contact sheet. Run a few testimonials if you have them, maybe throw up a video to let people see who you are... then spend the other 90% devising a referral system that excites the guys getting the leads you wish you had about sending them to you.

      I'm always baffled at the lack of copywriters I'm ready and willing to introduce leads to when asked. If there are good writers out there with proven stats, you should be doing more to build relationships with the people who can help you out.

      Referrals are the ONLY way to start a career, as far as I'm concerned. You can write the most dazzling personal services sales letter on the planet, and if a good prospect happens across it, what do you think the next thing he'll do is?

      Call you?

      No.

      He'll call three friends to ask if they've heard of you. If they haven't, they'll give him the names of people they have heard of.

      It's the relationships that count. Focus on those... by getting big results and offering great service to your clients... and you'll be booked solid before you know it.

      Kevin
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  • Profile picture of the author Tinkerbell
    Kevin, Hi.

    Thanks for popping in to respond. I agree with some of what you said. Some of it I don't.

    The part I fully agree with is the bit where you say it's the "relationships" that matter most.

    Tina
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