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Cold Calling?

by jgrink
6 replies
You know what I mean? Walking the streets, knocking on doors, shaking hands and getting rejected a lot.

I live in a community in Indianapolis that is speckled with independent businesses, many of which don't even have a website. Of those that do, most are pretty bad. I'm thinking of putting together a one-page information sheet that explains what a copywriter does and how that can be a good investment for their business. Specifically, I'll focus on the importance of their site's homepage and collecting names/email addresses from visitors. That being said...

Have you done any cold calling? If so,what kind of results did you get? Do you feel it would be a productive use of my time? Thanks...

Jerry
#calling #cold
  • Profile picture of the author shawnlebrun
    Jerry,

    I used to do it as a real estate agent. Not only did it suck because it was uncomfortable... I found it to be a waste of time in terms of results based on time spent.

    in other words... with cold calling... no leverage.

    that's why advertising exists... it's that sales call or script... but multiplied and spread out a lot faster.

    leverage is crucial... because with the right ad or letter sent by email, web, or direct mail... you can reach thousands in less time than you can make one phone call.

    when i first got into copywriting, thankfully i knew the power of leverage... so instead of cold calling businesses, I sent them a direct mail letter that showed them how i could help them get new business.

    i was able to mail a hundred letters each time... in the same amount of time as one phone call.

    results, out of 100 letters... i'd get 10 to 15 responses... land 3 or 4 clients... and again, it was all faster than trying to do it with the phone.

    you'd be lucky if you were able to get the business owner on the phone, but with direct mail, you can address it to them.

    but again, it comes down to leverage and getting more results in less time.
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  • Profile picture of the author jgrink
    Great answer, Shawn, thanks.
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    • Profile picture of the author jimbo13
      One could argue that you can make 100 calls in 2 or 3 hours and your Direct Mail piece would not even be in the post box.

      But I know what you mean.

      Why sit chained to a phone being told get lost 99 times out of 100 when you can send a letter, let them decide in their own reading time and you can get out to the Golf course.

      I think anyone selling a service on how to get customers should use that service myself.

      So if you are doing Copywriting then surely the best proof is you writing a sales letter selling your services a la Shawn.

      Dan
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  • Profile picture of the author KingOfContentMarketing
    I've made maybe a million cold calls in my life which is not bad for a 27-year-old like myself.

    OK, 33.

    Would you believe 43 and a bad haircut?

    Annywayyy, cold calling can be useful because it generates cash quickly. Another advantage is you get boots-on-the-ground intel. Business owners will give you information about market conditions and their current challenges, even if they do not become customers. You'll also get word of new businesses opening, firms that are expanding, etc. All that means potential leads for you.

    If you don't have an immediate financial need to pay bills, however, I'd take a longer view. What market do you want to serve? Local businesses? Internet marketers in the seduction niche? Major mailers? Financial newsletters? Email and autoresponder clients?

    By specializing, you'll develop your expertise and reputation in that niche. You'll be able to provide more value, attract better clients and referrals, and earn way more money than if you are a generalist.

    Then set up an automatic leads system that allows clients to get to know, like, trust and respect your value even before they talk to you. This encompasses directing all your business development, networking, advertising, social media and publicity efforts to position you as the expert in your niche and the "go-to" guy or gal for top quality work.

    After you become successful, start to exhibit odd behavior like wearing a monacle or speaking with a strange British accent like Madonna. People will say you are a "crazy genius."

    P.S. As well as the tips in this thread, check out Warrior kaniganj for some good colding call info and tactics.
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    • Profile picture of the author arfasaira
      Let me share with you a tip right now - don't make cold calling an enemy - make it your friend.

      Too many people get on the phone with the expectation that a) they are going to close a sale or b) they'll be told to get lost (well, not really, but you know what I mean)

      Here's the thing, done correctly, it can be very lucrative. It should be from a place of SERVICE and support - that's it.

      Here's what my mentor taught me:

      Open your cold calls with an introduction and what I call a SOUNDBITE - so what is it that you do? Make it compelling - you've got seconds to grab their attention. Keep it short and to the point.

      then give your big benefits - so say that you helped XYZ triple their conversion rates etc etc

      Once you've done that, tell them that you'd like to introduce yourself and your services and if they'd be willing to have a quick 5-minute chat for you to learn more about them and their business.

      If yes, great, ask relevant questions - what's their goals, where are they struggling etc etc

      then give them some tips to help them and say you'll follow up with them in a few days.

      If they're too busy, give them a choice - tell them you have slots available this week or next and which they would prefer.

      again provide value where you can - perhaps a free report to help them or an audio training etc...

      your goal is to establish the know, like and trust factor and NOT to sell - people hate that. Always be in service to them and they'll LOVE you.

      When you follow up, that's when you talk about your services and how you can help - not what you can sell them.

      Here's another tip - don't ring just anyone. Ring YOUR ideal client. Align your expertise to your ideal client.

      Trust me when I say that they will be GLAD you rang!

      I used this technique to get a speaking gig for a very specific networking group which will take place in a few weeks time - and followed up twice. Trust me, they were in AWE with how I approached them - polite, professional and delivering lots of value.

      I've also used this to get an email blasted out to a 3000 PLUS list of MY ideal clients - the guy was VERY happy with the way I approached him and in complete service to his forum members.

      It's a lot like a sales letter - you have your compelling headline, your benefits, establish value by sharing something valuable and then you ask for the appointment.

      I used to do the more aggressive way before, with little results, but find this
      approach works really well - the pressure is off prospects to buy and off me me to sell. I hope this helps.
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  • Profile picture of the author jgrink
    Great input from all of you. I particularly like the ideas of niche specialization and choosing my ideal customer. Thanks again...

    Jerry
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