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Veteran "newbie" here... Care to have a look at my stuff?

by splitTest
9 replies
I've lurked this board for a while. A lot of good insights here.

Here's my story: I've earned a modest but comfortable living as a staff copywriter for a few decades. Unfortunately, it's hard to grow as a copywriter working for companies that don't test and bosses that aren't really copywriters or even writers. (People who justify lines with stuff like "I just like the way it sounds..." :rolleyes

...So I sorta stagnated. That's my fault in large part, but it is what it is.

Now I want to have a go at freelancing, but I don't have a helluva lot of confidence in my samples.

I guess my question is how can I approach clients without a quantifiable track record of boosting sales? I mean, that's the only real benefit you can tout when it comes to selling b-to-b copywriting services.

And will clients be impressed by samples that aren't "hard sell"?

Also, I'd love if anyone here would take a look at my site and tell me what they think of my site and samples. I don't want to make the url public, however, since I'm sure that potential clients will google my name (or site name) before doing business with me -- thereby finding this post soliciting advice, which then paints me as an amateur.

If anyone is curious and wouldn't mind responding privately, please pm. Yes, I know, you have better things to do, but I can only hope (and it is the caring season... ) Anyone feeling charitable?
#care #newbie #stuff #veteran
  • Profile picture of the author ewenmack
    You don't need samples or credentials to help out another business.

    If you can demonstrate you know more about a way to increase their revenue,
    or lower their costs when first talking with them,
    then you are qualified.

    What you do need is great bait to hook them in.

    That bait piece could come from other sources than from your personal experience.

    Best,
    Ewen
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    • Profile picture of the author splitTest
      Thanks Mack. That rings true!

      As a long-time lurker, I gotta say: that's true of a whole lot of your insights.
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      • Profile picture of the author Alex Cohen
        Don't forget your positioning. Have that in place before you speak with prospective clients.

        This might make a good bait piece subject...

        "Agency Insider Yanks Back The Curtain... And Exposes The Good, The Bad And The Ugly About (whatever it is you can reveal that will create an emotional response in your prospects + how it benefits them)"

        Just thinking out loud, but you get the idea.

        Alex
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        • Profile picture of the author ewenmack
          Originally Posted by Alex Cohen View Post

          Don't forget your positioning. Have that in place before you speak with prospective clients.

          This might make a good bait piece subject...

          "Agency Insider Yanks Back The Curtain... And Exposes The Good, The Bad And The Ugly About (whatever it is you can reveal that will create an emotional response in your prospects + how it benefits them)"

          Just thinking out loud, but you get the idea.

          Alex
          We can do better Alex by saying zero about ourselves and 100%
          about a specific result.

          I didn't create it, but I do know how a manufacturer
          went from 6 inbound leads per month
          to 6 inbound leads per week,
          without spending any more money on advertising.

          So we can use this as a case study to send to manufacturers
          who request it.

          I recently worked with a Search Marketing firm founder on creating
          his case study which was How A New X Company Turned A $7,000
          Investment Into $80,000 In 2 Months.

          This goes out to others in the same type of business.
          He's been getting responses back within minutes and hours
          of the case study offer going out.

          In this case, he created the result.

          Another key is to be not like other case studies seen on websites
          which frequently mention themselves. Also ideal to set it up so
          as to eliminate alternative methods, not competitors.

          They are examples of tasty bait.

          By offering this free upfront, you are demonstrating your expertise
          and value.

          Best,
          Ewen
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          • Profile picture of the author Alex Cohen
            Originally Posted by ewenmack View Post

            We can do better Alex by saying zero about ourselves and 100%
            about a specific result.
            Sorry my friend... but I don't agree with you on this one.

            Often times, professionals have no differentiation, so they need some way to get noticed in the first place.

            Benefits are a dime a dozen.

            Don't ever underestimate the power of curiosity and emotion in a headline (or a book title).

            My suggested headline has it all: differentiation, curiosity, emotion, and benefit:

            "Agency Insider Yanks Back The Curtain... And Exposes The Good, The Bad And The Ugly About (whatever it is you can reveal that will create an emotional response in your prospects + how it benefits them)"

            Alex
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            • Profile picture of the author ewenmack
              Originally Posted by Alex Cohen View Post

              Sorry my friend... but I don't agree with you on this one.

              Often times, professionals have no differentiation, so they need some way to get noticed in the first place.
              The mere fact of making available a case study where
              another business in their industry has gotten a very specific
              beneficial result...and nobody else has made this knowledge
              available before, does differentiate.

              One can be seen by the market group as being the only one
              who gives the most aplicable knowedge.

              Once again, it's about demonstration rather than words.

              As the old saying goes, "Don't tell me, show me"
              is something prospective customers/clients are silently
              wanting.

              And what I demonstrated is a way to give it to them.

              Best,
              Ewen
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  • Profile picture of the author Jennie Heckel
    Hi Split Test,

    I PM'd you I am curious to see what you have, we can chat about if you like.

    I am off from writing today and back at the forum to give my 2 cents where needed.

    Let me know if I can help.

    Jennie Heckel
    Sales Letter Copywriter
    Signature
    ******* WSO & JV ZOO COPYWRITER -- VLS & SALES LETTERS PROVEN TO CONVERT ******* Get Higher Profits From Launches That SELL! Proven Copywriter with 17 Years of Copywriting Experience. Contact Me Via Skype: seoexpertconsulting Copywriting Website: http://www.VideoScriptCopywriter.com

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    • Profile picture of the author ThePromotionalGuy
      Split Test,

      "Staff copywriter for a few decades...and I don't have confidence in my samples."

      So that's like 20, 30, 40 years and you don't have confidence in your samples.

      Something doesn't add up.
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      • Profile picture of the author splitTest
        Originally Posted by ThePromotionalGuy View Post

        Split Test,

        "Staff copywriter for a few decades...and I don't have confidence in my samples."

        So that's like 20, 30, 40 years and you don't have confidence in your samples.

        Something doesn't add up.
        Unfortunately for me, my experience was mostly in the publishing industry. The world of publishing hires marketing and publicity writers, though companies typically don't do testing and typically (in my experience) management isn't well acquainted with basic principles of copywriting.

        On top of that, the products I sold and even the target markets don't lend themselves (in most cases) to particularly "hard sell" copywriting. It's not like b-to-c or even most b-to-b.

        I ended up writing to please my bosses, and there was little room to "grow" as a writer. As I said, a lot of that is my fault. I was collecting a paycheck doing relatively easy work, and grew complacent.

        I don't want to post the url of my sample work on the board here -- (I'd like to keep that private) -- but if you're interested in seeing my samples, send a PM. I'd like to hear what you think of them.

        I was told by one Warrior Forum member that I'm "a good writer," so that lifts my spirits. I'm just not that confident that my samples would impress most people who hire copywriters based on a history of quantifiable sales.
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