How to beat out other copywriters and land more jobs

9 replies
You can be sure that as you go through your copywriting career, you'll face a lot of competition from other copywriters.

And you can definitely be sure your prospect will be thinking "why you" over someone else.

That's why one of the very first things I do with a new group of coaching students is...

1. get more of their samples and sales letters out there... circulating, working for clients, and getting results.

2. show them how to use this proof in their proposals, so they land more jobs over competing writers.

the truth is, most copywriters will just send a link to some samples whenever they're writing a proposal to a prospect.

but here's the best way to increase your chances of getting the job.

again, it goes back to getting your letters out there and gathering data and results.

when you do... you can use those results in your proposal.

instead of saying to a prospect.... here is a link to my samples, you can put in your proposal...

"this letter for a dentist client of mine returned over $240,000 in sales for him. or this letter for a internet marketing seminar returned $50,000 in just 3 days."

see how important it is to get your samples and letters out there, working for clients, so you can get actual feedback and conversion/sales stats?

if you approach a prospective client with actual numbers and proof, you're much more likely to land the job than just saying "here are some samples"

to take it a step further, i show my copy coaching students how to sub-niche it down even further.

for example, say you only have a couple of letters out there... but one of them did extremely well for a golf product.

if you have specific numbers, and indeed they are good, you can then use that as leverage.

So anytime you have contact with other golf marketers, you can send them a proposal based on that proof.

Your email (or phone call) can go something like...

"Hey john, I noticed you have a golf product on clickbank. I was curious how well it's doing for you?

By the way, I just wrote a golf sales letter for X client... and it did over $230,000 in sales last year and its on track to do even better this year.

If you'd like, I'm sure I can get you similar or better results, because I've already done it with my last golf letter"

So, if this is a prospective client and you had a letter with proven results, how much more likely are you to land that client if you can show them the direct line from hiring you, to getting a lot more sales then they are getting right now.

what you're basically saying is, "oh, so you're not selling much? well, i just knocked a sales letter out of the park, for a similar product, and it's doing the owner $230,000 in sales. if you want, i'm sure i can help you do the same."

You're going to get a lot more clients saying yes to you, than if you were to just send over some samples and say "here's what i've done"

so, if you're just starting out... try your best to get letters out there, circulating, so you can use those numbers as proof of results.

then, use that proof in your proposal... show your prospect how
you can help them solve their sales problems... they offer up plenty of
proof, and you can almost bet they'll have you signed up in no time.
#beat #copywriters #jobs #land
  • Profile picture of the author JakeDaly
    Shawn, you've seemingly popped out of nowhere.. but you've been contributing a lot of helpful threads on here, almost on a daily basis. Keep up the good work, man!
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  • Profile picture of the author shawnlebrun
    hey Jake, appreciate it man. I've actually been on the wf for almost 10 years... but posted under lebrunfitness in the marketing section before i sold my company. but thanks again, I truly appreciate the kind words.
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    • Profile picture of the author ewenmack
      Hey Shawn and other ad writers,
      I just posted on the Offline section on exactly how to deal with competition.

      Granted, it isn't specifically designed for ad writers as such,
      but it does have wide competition crushing implications.

      It can be used for your own services, or that of your clients.

      Read down and I posted about the success factor to American Telecast Corp's
      blockbuster infomercials too.

      Here it is...

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  • Profile picture of the author shawnlebrun
    GREAT post Ewen!

    I've actually seen and used that strategy before... framing
    the criteria for the reader of the ad.

    but I think my headline was more of a "10 Good Reasons Why'
    and then did a similar set up and framing like your example.

    but honestly, ewen, your explanation of The technique is one
    of the simplest and best I've ever seen!
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    • Profile picture of the author ewenmack
      Originally Posted by shawnlebrun View Post

      GREAT post Ewen!

      I've actually seen and used that strategy before... framing
      the criteria for the reader of the ad.

      but I think my headline was more of a "10 Good Reasons Why'
      and then did a similar set up and framing like your example.

      but honestly, ewen, your explanation of The technique is one
      of the simplest and best I've ever seen!
      Thanks Shawn.

      As I pointed out, it's set up for classified advertising.

      This is because the reader has made up his/her mind to buy,
      just is deciding "who" to buy from.

      Remember, we are always dealing with the readers frame of mind
      when they hit your ad.

      Thank you for inspiring me to send the link your way.

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      • Profile picture of the author RickDuris
        This is interesting advice, and I'm sure it could go a long way to landing projects. I've seen other copywriters do it in the market.

        I would never use it though. It just feels "uncouth."

        It's a personal decision, but I don't think disseminating my Client's work product to competition in the market... then pointing to it saying "This made $X amount in sales"... is something Clients would approve of.

        I wouldn't if I was a Client. I wouldn't if I had just paid top dollar for copy. I wouldn't if the piece was converting admirably.

        Even if they agreed upfront, I still think it could come back to haunt you, the copywriter.

        Especially if you were getting a percentage of the backend.

        I regularly land Clients where privacy is of paramount importance. I have no problem "zipping the lip."

        I believe it's the reason my referral & repeat business is strong.

        I don't "kiss and tell." Just something about it rubs me the wrong way.

        - Rick Duris

        PS: No disrespect Shawn, it's just a philosophical difference of opinion.
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  • Profile picture of the author shawnlebrun
    hey Rick, good post, and believe me... none taken!

    in fact, that's what i love about this forum... it gives copywriters and marketers a place to talk about what works for them and what doesn't.

    some copywriters will read something that makes sense and decide to implement it, others will think it doesn't and so they won't!

    it would be a boring place if we all did the same thing :-)
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  • Profile picture of the author eugenedm
    I would recommend that you do an outstanding job possible and let people choose you because if you are really good people will follow.

    WARNING: A 50 Million Dollar Man Taught Me His Secret... Which Resulted 6,000 Sign-ups on My Email List.

    "It's easier than you think..."

    => Watch this video here...
    Build Your List to 6,000 Subscribers

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    • Profile picture of the author Jeremey
      Great advice Shawn...

      Playing devil's advocate here, though. I've seen quite a few "tips" to marketers aspiring to write their own copy...Generally a large part of the advice is "find something that works...Get a sales page that is successful in your niche, and change it to sell your own project."

      So for any marketer that's heard this advice, it seems to me you're opening the potential for a situation like "Wow, I can't sell these golf videos, and this guy just sent me a golf sales letter that made $60,000 in sales last month! Let's see here..."

      I'm not saying that's the norm, but I AM saying that's a strategy that's been advised not only to marketers but to aspiring copywriters as well.

      After posting a thread on advice about samples here a little over a month ago, I was generally told "bad idea," for the above reasons and a number of others.

      But you bring up a point that's hard to argue with.
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