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There HAS to be a opportunity here.....

by David Mcalorum
18 replies
Listen, I know that this is actually quite a old method.
But I wanted to learn more about it because it seems
pretty interesting.

The opportunity that most copywriters are overlooking is...

The offline market!

Most copywriters tend to focus on online ventures.
Which is all good and everything, but there truthfully is
a HUGE market in the offline space for copywriting.

I was thinking about going out, looking at some yellow page ads,
find some that suck, contact the business owner, then rewrite the
ad or... work with them directly on a new campaign all together.

Instead of asking for a flat fee, I would run with the royalty model.

Anywhere from 10 - 30% of gross sales for that campaign.

Now, I know that's one model and one way it can all be done.

there has to be some warriors here who who have offered
their copywriting services to offline businesses.

I'm just looking at all the possible methods
to take my skills into this area.

Any thoughts?
#opportunity
  • Profile picture of the author max5ty
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    • Profile picture of the author Mark Andrews
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      • Profile picture of the author David Mcalorum
        Originally Posted by Mark Andrews View Post

        Get away with you lad, what you need is to dump that bloody Bentley and get yourself an LDV Convoy. Believe you me, there's not another driving experience like it.

        You haven't bloody lived yet boy. When are you going to fly over so I can take you out for the day, do a spot of fishing together? The fishing boat leaks a little bit so 5 miles offshore you might have to do a bit of bailing using the hand bilge pump. Don't worry, you're in safe hands. Mark grins.

        On the subject of offline businesses, copywriting for them... I'll usually find a business that hasn't yet got a website, yes they're still out there - put a site together for them on a spare domain name, share with them the address and ask them to check it out. Use it just as one of their customers would.

        Usually they love it. And then I can tell them it's a very simple matter to switch everything over to their own custom domain, would they like me to register a domain name for them on their behalf? Just to get my foot in the door. 9 times out of 10 they'll say yes. Now I know the sale is in the bag and we haven't even discussed money yet.

        Switch it all over, get it up to the top of the local search listings, host it for them and then bill them directly. Doing this you can usually land further ongoing marketing work since they now perceive you as their very own marketing expert.

        Easy.

        Try it and see for yourself. Grab a Yellow Pages or your local or regional newspaper and leaf through it to see who is offering what, where and at what price and what their benefits are.

        Do they have a direct call to action?

        If not, rewrite their ad and tell them, "I bet you 50 quid this will beat your current control."

        Loving a gamble, most entrepreneurs / business owners will rise to the challenge and it acts as an excellent ice breaker to start talking in nitty gritty terms about the rest of their marketing.

        Best,


        Mark Andrews
        Sounds quite simple.

        I like your approach good sir!
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  • Profile picture of the author Daniel Scott
    David,

    A good idea, but a few thoughts...

    1. Depending on the business 10% - let alone 30% - of gross sales may very well eat up all their profit margin. In the internet world, where everything is automated, these figures are easier to come by. But when you've got to pay a ton of overheads, staff costs, and wholesale price for what you're buying, 10% gross can be way out of line - usually it's more like 2 - 4%.

    Having said that, every business is different, and 10% - even 30% - is do-able... I just landed a deal for 20%. But you need to have a fair idea of the numbers the business is working with before you propose that kind of offer.

    2. I work on the following basis - if they're not a previous client, there is ALWAYS an upfront fee involved, even if it's small. This has a lot of benefits - it's a filter for crappy clients/cheapskates/people who aren't willing to invest in their business, it sets a psychologically precedent for them paying you, it proves you value your time, and yes - it's money in your pocket.

    Selecting the RIGHT clients is SUPER important for ANY service-based business - particularly when you're offering high-priced services that take a lot of time and energy. And more so when you're working on a retainer basis.

    There are tons of great clients out there - both on and offline. But you need to know how to select them, how to get in front of them, and how to make them want to work with you - whether they pay an upfront fee or not.

    -Daniel
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author arfasaira
      I regularly work for offline businesses because I find it pays extremely well.

      In fact, about 60-70% of the work I do is for offline businesses or agencies. The great thing about offline is that businesses are happy to refer you to other businesses if they are happy with your work.

      And don't overlook consulting either - I have a new client who I am training in marketing and branding to help boost her platform and she is paying me very well for it.

      Quite often copywriters (more newbies I find) aren't comfortable venturing outside their comfort zone and prefer to hide behind their computers...that's fine and of course you can make a very decent living like that, but if you REALLY want to bring in the money, get out there and meet people face-to-face.

      Would you rather hire someone you have met or would you rather hire someone you just had email communication with?

      And no point going for small retail outlets - target SME's - they have the money to pay you.
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    • Profile picture of the author David Mcalorum
      Originally Posted by Daniel Scott View Post

      David,

      A good idea, but a few thoughts...

      1. Depending on the business 10% - let alone 30% - of gross sales may very well eat up all their profit margin. In the internet world, where everything is automated, these figures are easier to come by. But when you've got to pay a ton of overheads, staff costs, and wholesale price for what you're buying, 10% gross can be way out of line - usually it's more like 2 - 4%.

      Having said that, every business is different, and 10% - even 30% - is do-able... I just landed a deal for 20%. But you need to have a fair idea of the numbers the business is working with before you propose that kind of offer.

      2. I work on the following basis - if they're not a previous client, there is ALWAYS an upfront fee involved, even if it's small. This has a lot of benefits - it's a filter for crappy clients/cheapskates/people who aren't willing to invest in their business, it sets a psychologically precedent for them paying you, it proves you value your time, and yes - it's money in your pocket.

      Selecting the RIGHT clients is SUPER important for ANY service-based business - particularly when you're offering high-priced services that take a lot of time and energy. And more so when you're working on a retainer basis.

      There are tons of great clients out there - both on and offline. But you need to know how to select them, how to get in front of them, and how to make them want to work with you - whether they pay an upfront fee or not.

      -Daniel
      This makes a lot of sense.

      I wonder which is better them, low ticket businesses with high volume?
      Or high ticket businesses with low volume?

      Hmmmmm..... Choices choices
      Signature

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      • Profile picture of the author YasirYar
        Originally Posted by David Mcalorum View Post

        This makes a lot of sense.

        I wonder which is better them, low ticket businesses with high volume?
        Or high ticket businesses with low volume?

        Hmmmmm..... Choices choices
        I believe high volume is always better than high ticket, this is because higher volume attracts clients and more follow suit.
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    • Profile picture of the author sethczerepak
      Originally Posted by Daniel Scott View Post

      David,

      2. I work on the following basis - if they're not a previous client, there is ALWAYS an upfront fee involved, even if it's small. This has a lot of benefits - it's a filter for crappy clients/cheapskates/people who aren't willing to invest in their business, it sets a psychologically precedent for them paying you, it proves you value your time, and yes - it's money in your pocket.

      Selecting the RIGHT clients is SUPER important for ANY service-based business - particularly when you're offering high-priced services that take a lot of time and energy.

      -Daniel
      Yes, yes, yes.

      Making the big bucks in copywriting is more about finding the right clients than finding the right jobs. People who do offline and online marketing consistently have more money, that's how they can risk the bigger margins.

      That's why if you're not marketing offline, you're missing a big opportunity.
      Signature
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      • Profile picture of the author David Mcalorum
        Originally Posted by sethczerepak View Post

        You're onto something my friend.

        Boy are you onto something.

        I get a lot of emails from new subscribers on my email list who only write for the online market. They're puzzled about where all the "high paying jobs are."

        They're cranking out high volumes of content and a lot of them still have to work a day job.

        If you're looking for low volume and high fees (which is the best way to make real money without your fingers falling off), the offline market absolutely the way to go.

        I suggest staying away from the phonebook though, that's a post apocalyptic world.

        Look for companies that do a lot of direct mail advertising instead. They have more money to spend and if you write them something that pulls in sales and leads, they'll love you forever.
        Originally Posted by sethczerepak View Post

        Yes, yes, yes.

        Making the big bucks in copywriting is more about finding the right clients than finding the right jobs. People who do offline and online marketing consistently have more money, that's how they can risk the bigger margins.

        That's why if you're not marketing offline, you're missing a big opportunity.
        Solid advice my friend!

        Thanks for the tips.

        Now, I signed up to your email list to get more info on how
        to get your foot in the door with these said companies...

        Is it in the (day one) download.. or does that stuff come later?
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  • Profile picture of the author KingOfContentMarketing
    SME= Small and Medium Enterprises

    in the States more commonly called

    SMB= Small and Medium Businesses

    (SMB also can be Super Mario Brothers.)
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    Marketing is not a battle of products. It is a battle of perceptions.
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  • Profile picture of the author Hardcoremarketing
    Cities, including San Francisco, are banning auto-delivery of phone books. The business model is probably something that helps these businesses transition to the digital space.
    The good news about yellow page advertisers is that they pay a LOT of money to be in the book, so you know in advance that there is budget there. The bad news is that they are buried in a contract, so you may have to build a database of prospects and contract term dates, then circle back around 60 days prior to term date to start the transition.

    Have you considered coupling your writing skills with an SEO provider and promoting a completed service? You each should be willing to give up 5-10 campaigns so you can showcase your abilities.
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  • Profile picture of the author sethczerepak
    Originally Posted by David Mcalorum View Post

    Listen, I know that this is actually quite a old method.
    But I wanted to learn more about it because it seems
    pretty interesting.

    The opportunity that most copywriters are overlooking is...

    The offline market!

    Most copywriters tend to focus on online ventures.
    Which is all good and everything, but there truthfully is
    a HUGE market in the offline space for copywriting.

    I was thinking about going out, looking at some yellow page ads,
    find some that suck, contact the business owner, then rewrite the
    ad or... work with them directly on a new campaign all together.

    Instead of asking for a flat fee, I would run with the royalty model.

    Anywhere from 10 - 30% of gross sales for that campaign.

    Now, I know that's one model and one way it can all be done.

    there has to be some warriors here who who have offered
    their copywriting services to offline businesses.

    I'm just looking at all the possible methods
    to take my skills into this area.

    Any thoughts?
    You're onto something my friend.

    Boy are you onto something.

    I get a lot of emails from new subscribers on my email list who only write for the online market. They're puzzled about where all the "high paying jobs are."

    They're cranking out high volumes of content and a lot of them still have to work a day job.

    If you're looking for low volume and high fees (which is the best way to make real money without your fingers falling off), the offline market absolutely the way to go.

    I suggest staying away from the phonebook though, that's a post apocalyptic world.

    Look for companies that do a lot of direct mail advertising instead. They have more money to spend and if you write them something that pulls in sales and leads, they'll love you forever.
    Signature
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