How to become a highly paid Independent Marketing Analyst...

by gjabiz
8 replies
Just do what many copywriters do...just call yourself one.

First, I don't care for PM, prefer email, only because I don't always sign in here everyday, so your PM may sit in my inbox for days and you get pizzed off.

Want a faster response, email me, gjabiz@yahoo.com

OK then, to answer several PMs all at once.

Let's look at the business side of things.

Every week, many businesses encounter SALES REPS from people trying to sell them advertising.

Radio guys. TV guys. Local Newspapers. Weekly Newspapers. Pizza Card Azzholes. And on and on and on.

When I walked into a place, cold, the first thing I did was to insure the owner that I had nothing to sell them...couldn't if I wanted to.

I was an INDEPENDENT Marketing Analyst. My quick look fee was 125 dollars which I would waive for a variety of good reasons.

I then explained I would take a look at what they were currently doing and offer my expert opinion on it.

Since I wasn't selling space ads or time or anything, I could get many to say sure...but, MY SECRET was...I knew what they were doing...because

I WAS AN EXPERT on my local advertising.

I rec'd all the coupon mailers, and co-op mailers and knew what the local papers were charging, and how much a direct mail or postcard campaign or flyer on door handles or the Goodyear Blimp would cost.

I've encouraged you newer copywriters to go local to get some success for your portfolio.

Since I was an expert, I was able to compare the Cost of Acquistion and the Lifetime Value of the Customer and come up with a reasonable expenditure.

Then, after explaining what they were doing and what it was really costing them...I'd give the sale pitch...a complete marketing analysis with some copywrting thrown in, although, I didn't call it copy...

I offered to give them tested and proven ads for the most effective media for their business and budget. My "standard" price was 2495.00, and I had two downsells, the lowest at 995.00 the one I wanted at 1695.00 and a super upsell for around 6 grand, which was a retainer for a year...just a retainer, included no work, that would be extra.


Those of you that have asked me questions, and this applies to everyone, not just one person so don't take it personal...

I can tell from your questions you probably don't have what it takes to do this.

But here is a step by step guide if you choose to pursue this.

ONE. BE the expert on media costs in your area. KNOW it. Know what the local TV channels charge, the radio stations, KNOW what a 1/2 page is in the coupon clipper or gold clipper.

So, the first thing is to get all the media information and to study it.

Then, go through the clippers and co-ops and weekly papers and SEE all the people already spending money

already buying advertisng

already of an understanding they need new customers and to keep the ones they have.

YOU can offer a customer retention program, a referral program, customer rewards, special events...

So, you basically ANALYZE what the business is doing now...you offer a variety of solutions to the PROBLEM

of GETTING NEW CUSTOMERS

and of KEEPING THEIR CUSTOMERS...getting them to spend more at one time and getting them to become either repeat customers and/or higher dollar value customers over their lifetime.

The whole thing comes from a position of CONFIDENCE IN your knowledge of advertising, of copywriting and your salesmanship.

So, those of you interested in making 1500 to 2500 a day as an Independent Marketing Analyst now have some things to think about.

YOU could call yourself a copywriter and try to explain you will rewrite ads or whatever.

But, if you take the time to KNOW your area, and BE the expert on advertising and marketing costs for any given business (although they all think they are unique...they're NOT)...

There are scores of businesses who will pay you. Same goes for copywriting, if you have proof or will work on either spec or for profits plus fee.

I got started while I was repping a new woman's magazine and one guy went off on me, yelling and screaming about all the damn salesman coming into his place. There are times of the year, when the Yellow Pages ads, the Radio Station Stats come out and the Nielsens for TV..and media either offer deals and/or hit the streets/phones for customers.

That day, I was late in the game, and got an earful. Made me think.

It wasn't long until I became the ANTI Salesman, and analyzed what all these hated salespeople were doing...and the dough came rolling in.

Be glad to answer questions in the thread, not by PM, OK?

gjabiz
#analyst #highly #independent #marketing #paid
  • Good stuff. Gordon knows but this will help newbies: Local rates for electronic media vary by season. Probably the cheapest months for TV are Jan-Feb and summer. Radio is stronger in summer. Find categories that are busy during that "off" period and put together a package of cheap but effective spots.
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  • Profile picture of the author Steve Hill
    Good advice, Gordon. For those with clients interested in online advertising, I'd also recommend knowing something about digital marketing.

    This would include online advertising models (such as CPC, CPA (and CPL/CPS), CPM, and CPV) and going rates for related positioning (internet, mobile, and cross-market promotional strategies with TV, print, and radio).

    A working knowledge of search marketing models (SEO, AdWords, etc.) and keyword analysis is helpful, as well as understanding social media marketing.

    It's also useful to know going rates for list-building tools (such as AWeber, Mailchimp, etc.), because having a good list is a great way to increase long-term business at low cost. A working knowledge of reliable hosting companies and website development options is also valuable.

    These tools are especially useful for clients that have products or services that have a wider geographic appeal, or that need continuous exposure.

    As an example, one sole proprietor I helped was going broke advertising in interest-related publications, and not getting many clients either. After developing a website, an e-mail list, a social media campaign, and a search engine campaign, he now has more business than he can handle. After those one-time development costs, he can now promote to his e-mail list alone and keep getting all the business he can use. He couldn't be happier with the results.
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    • Profile picture of the author gjabiz
      Thanks Steve,

      Today, one had better be armed with a truckload of advertising strategies and costs.

      IF I were starting over, I'd more than likely go YOUR route...and look toward the future...

      IF you can show a business that Online CAN and DOES beat offline, I'd toss it into the mix.

      I would probably offer a mix in my marketing assessment and suggest a way which can be tested or has a good history of success.

      Steve, you have helped show that copywriters need to keep up on all the potential work possibilities and also, there is a
      TON
      of NEED
      for those who know which end of the bat to hold and plenty of

      Work werk! for those who want to find it.

      gjabiz

      Originally Posted by Steve Hill View Post

      Good advice, Gordon. For those with clients interested in online advertising, I'd also recommend knowing something about digital marketing.

      This would include online advertising models (such as CPC, CPA (and CPL/CPS), CPM, and CPV) and going rates for related positioning (internet, mobile, and cross-market promotional strategies with TV, print, and radio).

      A working knowledge of search marketing models (SEO, AdWords, etc.) and keyword analysis is helpful, as well as understanding social media marketing.

      It's also useful to know going rates for list-building tools (such as AWeber, Mailchimp, etc.), because having a good list is a great way to increase long-term business at low cost. A working knowledge of reliable hosting companies and website development options is also valuable.

      These tools are especially useful for clients that have products or services that have a wider geographic appeal, or that need continuous exposure.

      As an example, one sole proprietor I helped was going broke advertising in interest-related publications, and not getting many clients either. After developing a website, an e-mail list, a social media campaign, and a search engine campaign, he now has more business than he can handle. After those one-time development costs, he can now promote to his e-mail list alone and keep getting all the business he can use. He couldn't be happier with the results.
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      • Profile picture of the author arfasaira
        Great advice by all here - keep it coming

        One thing that I'd love to add in here because it works so well is building your credibility at the same time so people KNOW you're the real deal and trustworthy too.

        I've been relentless over the last few weeks trying to secure as many speaking gigs as possible to get in front of as many people as possible. Have a signature talk which talks about effective marketing or advertising and how it can boost their bottom line.

        Really hone in on the pain points that your ideal customers have and how you can help solve them. It's all about positioning. And then INVITE your ideal clients to listen in or attend. I prefer to do virtual speaking via teleseminars and webinars as they are much easier to do and eliminates the nerves you get standing in front of people. Plus, you can use your recordings as a giveaway to your list.

        I've managed to get two gigs - one for a local women's networking group about copywriting essentials and the other with a B2B services company looking to give their customers more value. I'm in talks with another guy who owns a massive list of my ideal clients about doing teleseminars for his list - and so far looking promising.

        Here's what else I've done - I've booked a stand at a a HUGE trade fair in October which happens once a year in London. I'll be exhibiting my business there. I've also just signed up with a mobile terminal merchant so I can take credit card payments on the spot and over the phone. The whole idea is to get in front of my ideal client. Granted, it's NOT cheap and is running at $1600 for 2 days. BUT, I figured that just ONE client will more than pay for my time there. I missed the deadline to be a seminar speaker at this event or hold a workshop - you can bet your life I'll be back next year and do BOTH if I get the chance.

        Yes, it's not for the faint of heart, but you don't get anywhere hiding behind your computer all day. It takes guts to step out of your comfort zone. I have no choice - I'll be filing for divorce before the end of the year and moving back to my home town VERY quickly now. Both are emotionally and financially draining. So I figured that if I keep hiding behind my computer, I'll only ever get mediocre results. Plus, I have two young kids who rely on me - I can't let them struggle because of poor choices I've made or because of lack of action on my part.

        I want them to see that their mom is a strong, independent woman who has done everything in her power to give them the best life possible under the circumstances.

        So my advice to anyone who is struggling with this aspect of their business is this: you have gifts that you can help people with. And if you DON'T offer it to those who you KNOW need your help, then that my friends is a RIP-OFF!

        You are ripping yourself off and ripping others of the chance to make more money. And no, people don't hate salesmen. What they REALLY hate is high-pressure selling and being told what they HAVE to have. Approach businesses being in service to them, genuinely helping them and giving them good stuff. So when you do make your pitch, they are far more receptive to work with you. It's worked for me countless times.
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  • Good stuff. If you miss the deadline for a speaking event I would still email the event coordinator. Tell them if there are any dropouts you are ready to go, remind them of your topic and how it helps the attendees. Also get a list of the attendees at the big event, see if they have regional offices in your area. Offer to speak at one of the regional meetings and leverage that for the national event.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author Bill Hugall
    Wow that was really good. The simplicity of it all is what holds people back. We always seem to over think things. Posts like this make it clear that I need to simplify my business.
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  • Profile picture of the author Ninja Ana
    Cool.. thanks for the advice. Experts in their own field will surely be of a great help to us.
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  • Profile picture of the author Brian Schmidt
    Straight and to the point. Thanks!
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