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Does this sound practical, or is it just me?

by Patrick Brown Banned
15 replies
Originally Posted by AnabelleFlorida View Post

... just look around, tons of opportunities! Their current copy is usually so bad it's very easy to convince them to hire you by showing a couple of samples of what you could do for their business.

This post is partly inspired by the sentiments above.

So I thought; it's a high spending season.

Companies know that during this period folks are very loose with money. So they also throw out many offers out there.

We're talking about limousine hiring companies that needs more customers.

Flower shops that need to make more sales.

Car rentals, real estates companies, restaurants...basically talking about any brick and mortar establishment that uses flyers, brochures and has a website.

BUT most of their advertising is pathetic courtesy of their awful write-ups.


And they know it. They know they can do better.

But they just don't have the balls to hire an in-house copywriter.

Or they imagine it will cost them a fortune.

Another soul on their payroll will mean more money out.
And less profits. So they they keep off...keep off and lose out!

But the few who know about the existence of Elance, and Odesk and their siblings post there. And get good advertising copy written.

And consequently get their their results.

So for the many who don't know what to do or where to go to get a good copywriter, how about literally reaching out to them and offering to do this for them?

I'm talking about drafting a very powerful copy. With an equally lucrative offer. And sending out out to them in their mailboxes.

Get 200 limousine hire companies.

Send them offering to write them a better marketing copy for their brochure or flyer at $600.

Won't 10 of these at least bite?

Well of course in your direct mail, point out how they are losing customers with their lousy copy and instead offer to give them a more stellar, professionally scripted copy that will sell them more...


Does this sound practical, or is it just me?

Has anyone put this to test?

I will appreciate your contributions.

Patrick.

P.S. I know this is the kind of 'you won't really know the possibilities unless you try' kind of scenario, but I just wanted your 2 cents...
#practical #sound
  • Profile picture of the author Benjamin Farthing
    Will contacting potential clients lead to more work?

    Yes.

    That's my two cents.
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  • Profile picture of the author thedanbrown
    You could even save on the direct mail and contact them by phone or email.
    Signature

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  • Profile picture of the author RickDuris
    I do this at least once a month for different markets. For myself and others.

    Here's the trick.

    1. A three letter campaign is better than just one letter. Assuming you follow this advice, change up the delivery. Letter. Postcard. Fed Ex. Lumpy mail. One a week.

    2. Always make some kind of offer. Just a letter of introduction is pretty much a waste of time and money.

    3. Make sure you follow up by phone. Mail on Monday. Call by Friday. No excuses. Just do it. Conversions will go up SUBSTANTIALLY.

    If you're going to do this on your own account, only mail 100 letters at a time. This will give you the opportunity to course correct and you won't be overwhelmed with calls. If your letter REALLY works, only send out 50, because those calls WILL consume your time.

    As you can see, there are several moving parts. A system is essential.

    Have fun,

    - Rick Duris
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  • Profile picture of the author max5ty
    It's not practical for most.

    I have a few companies I own, and even though they're not considered "small business", we still have a never ending supply of people who offer to get us "more customers". Usually by a poorly written email that's obviously a mass mailing.

    Most business owners get bombarded constantly with hicks that sit on their couch and have a brilliant way for you to get massive customer flow. Most of the perpetrators of this tactic have never been outside their trailer park...but are ecstatic to tell you how to make a million bucks with their plan.

    See what I'm saying?

    "Bobby Joe" has a hard time taking care of a goldfish, but by gawd he bought a course from an internet guru and now he's ready to pass along the Mayan secrets he's discovered.

    If someone approaches me and has a proven past track record of selling a boatload of stuff...I'll give them a listen.

    Now...

    What I recommend to any new copywriter is to get your own product and become successful at selling it.

    It's a fast track to future jobs.

    Doesn't matter if it's disposable underwear or a new machine that can use robotics to perform brain surgery.

    If you can be successful selling your own product...I'll be more inclined to let you handle my multi-million dollar a year accounts.

    Have you ever walked into a small business and announced you were a copywriter?

    If you have, you'll know they probably looked at you like you were in need of hospitalization.

    Good copywriters are also good marketers.

    Now...

    virtually all the small businesses you deal with advertise in the local paper, T.V, or radio.

    Their ads usually suck because they highlight things like 20 years in service, great deals, friendly staff, etc.

    Which leads me to this point...

    If you're going to target small businesses, you need to know how to write good ads. Most could give two shits about how good you are at a sales letter.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by max5ty View Post


      Most business owners get bombarded constantly with hicks that sit on their couch and have a brilliant way for you to get massive customer flow. Most of the perpetrators of this tactic have never been outside their trailer park...but are ecstatic to tell you how to make a million bucks with their plan.
      I get emails every single day from marketers telling me they can get my website to page one on Google.

      Or they can tackle my research needs.

      Or they (fill in the blank.)

      I'll read them. But I'm ALWAYS disappointed in the message. It NEVER hits home. And I trash them.

      Any time someone sends me something, the first thing that goes through my mind is, "Hard up for business, huh? If you're so good, why are you spamming me?"

      You're going to get more people who think the same way - than those who are open minded to your message.

      If you're okay with that; if you're willing to trudge through a slew of objections and rejections to get one potential client, go for it.

      Originally Posted by max5ty View Post

      If someone approaches me and has a proven past track record of selling a boatload of stuff...I'll give them a listen.

      Now...

      What I recommend to any new copywriter is to get your own product and become successful at selling it.

      It's a fast track to future jobs.
      True, true, true.

      And here's the thing...

      Once you've successfully created and marketed your first product, why the hell would you use it as leverage to make cold calls?

      You might as well create another product. Rinse and repeat.

      You could use your successes to get new clients. Shawn LeBrun does that well.

      Build your copy skills.

      Cement your reputation.

      And attract people; get them coming to you.

      To me...

      That's a more respectable way of getting busy.

      Don't get me wrong...

      I'm not putting people down who go out there and try to make things happen.

      But unless you're REALLY good at direct mailers; unless you're really good at researching the companies you're going to approach and giving them a message that deeply resonates, I wouldn't bother.

      True...

      If you don't swing the bat, you can't expect any home runs.

      I guess it just depends on HOW you want to get your clients.

      Mark

      P.S. I remember putting up a postcard, here on the WF, that I mailed out to about 100 businesses/people in the life coaching space (if my memory serves me correctly.) I did a few mailers around this time. And attracted a few clients. One of which still works with me today. But I spent a LOT of time studying and researching their markets. I made sure I was an expert. I made sure I could REALLY help them. Don't chase money Patrick.
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      • Profile picture of the author ewenmack
        Patrick, there is one gaping hole in your strategy...

        And that is you haven't got a clue
        if any of them will want to improve their ads.

        Weird as it sounds, most don't.

        It's a bit like the home with the long grass.

        The neighbors think it's in the most need
        of cutting, but to the people living there
        they don't give a damn.

        People choose to fight with those that have the greatest
        need for improvement, but those who are the buyers are
        the ones that have a track record of buying
        to improve their thing.

        This means find those who are doing a lot of great things
        and with a few minor tweaks could do much better.

        They are a set up.

        Best,
        Ewen
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        • Profile picture of the author Patrick Brown
          Banned
          Originally Posted by ewenmack View Post

          It's a bit like the home with the long grass.

          The neighbors think it's in the most need
          of cutting, but to the people living there
          they don't give a damn.
          I don't subscribe to your school of thought.


          Suppose you own a lawnmower and you vend your services around this neighborhood.

          Of course, you'd walk into this compound with a strategy.

          Maybe tell them that the long grass is hiding very dangerous reptiles that can bite and kill them...

          Or,

          Tell them that with the long grass cut, they create more space for their 5 year old to shoot soccer balls...

          You and I both know that there is something you can come up to market your services to them.

          I believe they haven't cut their grass and think its OK because no one has reached out to them to show them the importance and benefits that will follow.

          Now getting away from the neighbors with uncut grass to my more relevant situation - well, the direct mail to my potentials clients will include a lot of benefits; irresistible real benefits that will help them generate more leads...

          And I don't think there is any sober business that doesn't smile to new leads, hmmm!
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          • Profile picture of the author Benjamin Farthing
            Originally Posted by Patrick Brown View Post

            I don't subscribe to your school of thought.


            Suppose you own a lawnmower and you vend your services around this neighborhood.

            Of course, you'd walk into this compound with a strategy.

            Maybe tell them that the long grass is hiding very dangerous reptiles that can bite and kill them...

            Or,

            Tell them that with the long grass cut, they create more space for their 5 year old to shoot soccer balls...

            You and I both know that there is something you can come up to market your services to them.

            I believe they haven't cut their grass and think its OK because no one has reached out to them to show them the importance and benefits that will follow.

            Now getting away from the neighbors with uncut grass to my more relevant situation - well, the direct mail to my potentials clients will include a lot of benefits; irresistible real benefits that will help them generate more leads...

            And I don't think there is any sober business that doesn't smile to new leads, hmmm!
            It'd still be easier to market your services to people who already believe in them. If you have to convince people of your worth, they'll doubt your worth through the entire project.

            Why not take the same amount of time to target people who already value your services? Then you can skip the step of educating your prospects, and make each hour you spend marketing more effective.
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          • Profile picture of the author KingOfContentMarketing
            Originally Posted by Patrick Brown View Post


            And I don't think there is any sober business that doesn't smile to new leads, hmmm!
            Sounds logical, but after having called on thousands of local businesses over 30 years, my opinion is Ewen is right. Your number one goal is to find those businesses that are already successful to a degree, and help them become more successful. Trying to help those that don't want to change, or don't want more leads, or won't invest in their business properly will make you batty. Locally, there are many more like this than you can imagine.
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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 Mark Pescetti
              Originally Posted by Patrick Brown View Post

              I don't subscribe to your school of thought.

              And I don't think there is any sober business that doesn't smile to new leads, hmmm!
              People who run an unsuccessful business are usually in that position for a reason.

              That's why I always say, "Results don't lie!"

              My wife is consulting for a local whole, superfood company. Their products are amazing. They could be hiring out to people, like me, to write them a sales letter and make a bloody fortune - just from their Maca alone.

              But they're ignorant about direct response marketing. They don't get the real potential. So they have a scarcity-based budget mentality...

              ...and a generally low perception of copywriters.

              They don't know better.

              They've asked my wife to have me come in and help out, but they're nowhere near ready to pay my fees. My worth isn't at a $8,000 + 10% level (in their eyes.) Probably won't ever be - based on what I've observed.

              Sure, I could go in there and try to WOW them. But why would I - when there are so many people who GET DM and want to pay me what I'm worth right now?

              Likewise...

              Let's say I do get them to pay me what I'm worth. Great!

              Okay, but now I have to educate them on proper web/graphic design (in the DM model) and show them these cool VSL's.

              Sounds like a lot of effort, right? Well, it is.

              My point is...

              Just because people/businesses obviously need help... and could be doing so much better with just a few easy DM pieces, you're going to meet a lot of resistance. Because they aren't comfortable playing a bigger game. It's out of their wheelhouse.

              Will you stumble upon a few businesses that'll take action? Law of averages says, yes. But if you go after businesses/people - just because they'd massively benefit from your help, you're going to become resentful... and broke.

              Originally Posted by KingOfContentMarketing View Post

              Sounds logical, but after having called on thousands of local businesses over 30 years, my opinion is Ewen is right. Your number one goal is to find those businesses that are already successful to a degree, and help them become more successful. Trying to help those that don't want to change, or don't want more leads, or won't invest in their business properly will make you batty. Locally, there are many more like this than you can imagine.
              Exactly.

              If a company is already experiencing a certain level of success, they've likely utilized DM before - in some way, shape or form.

              These are the people who will value you. These are the people who will have the ability to perceive good advertising...

              ...and respond to your DM accordingly.

              Mark
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              Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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            • Profile picture of the author Patrick Brown
              Banned
              Rick, the twist you added, and the whole idea of reaching out to a different group every month is exactly what I had in mind.
              Again, your contribution is highly appreciated!

              Originally Posted by Mark Pescetti View Post


              Build your copy skills.

              Cement your reputation.

              And attract people; get them coming to you.

              To me...

              That's a more respectable way of getting busy.

              Don't get me wrong...

              I'm not putting people down who go out there and try to make things happen.

              But unless you're REALLY good at direct mailers; unless you're really good at researching the companies you're going to approach and giving them a message that deeply resonates, I wouldn't bother.

              True...

              If you don't swing the bat, you can't expect any home runs.

              I guess it just depends on HOW you want to get your clients.

              Mark

              P.S. I remember putting up a postcard, here on the WF, that I mailed out to about 100 businesses/people in the life coaching space (if my memory serves me correctly.) I did a few mailers around this time. And attracted a few clients. One of which still works with me today. But I spent a LOT of time studying and researching their markets. I made sure I was an expert. I made sure I could REALLY help them. Don't chase money Patrick.
              I respectfully disagree with your opinion. Completely.

              I am a fisherman and I want some fish.

              So, how else am I supposed to get better at fishing if not by going out there and actually fishing?

              Sitting there and sharpening my fishing gear all day won't make me a better fisherman.

              Of course, I'm not just diving in blindly without doing some good research on my market. This is a business model and I'm not afraid to do the research or spend the time on it. It not just a home-run I seek here unlike what you probably think, but I'm offering them a way of improving on their already existing but pathetic marketing material.


              Originally Posted by KingOfContentMarketing View Post

              ....
              Your number one goal is to find those businesses that are already successful to a degree, and help them become more successful. Trying to help those that don't want to change, or don't want more leads, or won't invest in their business properly will make you batty. Locally, there are many more like this than you can imagine.
              Well said. Yes, of course I'm not just after the trashy ones; I'm going after establishments that respect and invest in marketing.

              I'm finding their contacts online, most likely on their already existing websites - and that is a clear indication that they are interested in marketing themselves...so a little improvement won't hurt, and I suppose it will also be welcome if I go to them in the right way!
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              • Profile picture of the author KingOfContentMarketing
                Originally Posted by Patrick Brown View Post

                Well said. Yes, of course I'm not just after the trashy ones; I'm going after establishments that respect and invest in marketing.

                I'm finding their contacts online, most likely on their already existing websites - and that is a clear indication that they are interested in marketing themselves...so a little improvement won't hurt, and I suppose it will also be welcome if I go to them in the right way!
                Cool, here's what I would do. If you want to grab dollars during this holiday season, I wouldn't send direct mail. Come up with a promotion and walk in to the business. Present it in person and get a yes or no on the spot. Don't say you are a copywriter.

                Here are some random ideas:

                -- A holiday-themed email promotion to "lost customers" that have not shopped at the business for a while.
                -- A modification of this "What Do You Want For Christmas?" email campaign.
                -- A Facebook promotion pushing a single item or related-items.
                -- A specific promotion targeting iPad users. Studies show they spend more per shopping cart.
                -- Dec 17th "Free Shipping Day" promotion.

                Some local business owners will say yes because they are feeling flush right now. Others will have a reserve set aside for last minute advertising and you can grab that cash. Others will say yes just because they know they have to get business now to make their fiscal year plan. Others will say yes just because they like you! haha So be upbeat, have fun and get cash in advance!
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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 ewenmack
            Using the long grass anolgy.

            It's good because I know the lawnmowing business very well.

            Built and sold those businesses over 11 years.

            The best clients that stayed the longest at higher fees than my competitors
            were the ones that were searching for the right person,
            had high expectations and had been previously let down
            by the previous person.

            Their home surrounds were in already in
            top order.

            Not once in 11 years did I get a call from a person who
            had long lawn turn into a good client.

            People leave clues as to what they value and don't.

            I'll leave that work to social workers.

            Best,
            Ewen



            Originally Posted by Patrick Brown View Post

            I don't subscribe to your school of thought.


            Suppose you own a lawnmower and you vend your services around this neighborhood.

            Of course, you'd walk into this compound with a strategy.

            Maybe tell them that the long grass is hiding very dangerous reptiles that can bite and kill them...

            Or,

            Tell them that with the long grass cut, they create more space for their 5 year old to shoot soccer balls...

            You and I both know that there is something you can come up to market your services to them.

            I believe they haven't cut their grass and think its OK because no one has reached out to them to show them the importance and benefits that will follow.

            Now getting away from the neighbors with uncut grass to my more relevant situation - well, the direct mail to my potentials clients will include a lot of benefits; irresistible real benefits that will help them generate more leads...

            And I don't think there is any sober business that doesn't smile to new leads, hmmm!
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  • Profile picture of the author RickDuris
    There's a lot of wisdom in Max5ty's words.

    What your campaign has to do is sell HIM. His attitude pretty much reflects the kind of person who will be deciding whether to hire you.

    - Rick Duris
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  • Profile picture of the author thelawlessone
    You miss 100% of the chances you do not take.
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    Build A New Site Into An ATM
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