What Are Clients Biggest Frustrations, Fears, And Angers On Hiring A Copywriter?

you're working on your first sales letter?

They don't want to lose money.
They wonder why you charge so much for writing.
They think their product is so good that people will buy it without having a clue what it's about.

I'll tell you the common ones of heard in the past 17 years. I'm including a tip on how to answer them below and listing them in order from most common to least:

1. That you might not have enough experience writing for their niche/industry.

--->This is a common, and very reasonable, objection and there's only one way to answer it: Relevant samples.

2. That you'll write one piece for them, take their money and disappear forever, leaving them to start over with another writer.

--->Show them how long you've been in business and that you have a large body of work already.

3. That they'll have to edit the work because it doesn't "sound like them."

--->Tell them about the methods you use to draw their knowledge and expertise out of their head and get a feel for their company voice.

4. That you'll outsource the work to another writer.

--->Tell them it would be easier for you to refer them to the other writer outright and get a referral commission from the writer than to play middle man.

5. That you'll steal their ideas.

--->95% of clients who come to me with this fear aren't worth the time. They think they have some earth shattering idea. 99% of the time, once you hear it, it's no different than the thousands of other ideas out there. I turn most of them away. If I think the project has potential, I offer to BOTH sign an NDA. This usually filters out the nutjobs.

I get a lot of people wanting stuff really fast. This can be a red flag since people who work with good copywriters EXPECT that they'll have to wait til the writer has a slot open.

Any objections about paying too much are a sign that you're dealing with a price shopper who won't appreciate your work, won't use it and will never have the money to hire you again.

what are the fears, worries, fears, frustrations ..... Enjoy on getting a green spaces. it is my first.
this is my first sales letter

I think it is the possibility of not being able to deliver the goods. There are copywriters and there are really goods ones. The really good ones don't come cheap. While the other type can make you want to pull out your hair in frustration.

One of the biggest objections I've found that you have to overcome
is your credibility. That you are who you say you are and can really
deliver the results you say you can. And that you are HONEST.

-Ray Edwards

I very, very often get hit up by people who are obviously talking with a lot of different copywriters.

I'll ask who they're talking with and what kind of experience they had with XYZ. Most of the time... they'll tell me.

The overwhelming feedback is they fear a lack of integrty.

"A lot of copywriters talk up a big game, but when push comes to shove, what they produce isn't as promised." That's a common fear. And it's totally understandable.

People are plunking down enough money to buy a pretty good used car (or even a good NEW car) for a bunch of words. But if those bunch of words connect with their audience (and they market the campaign from front to back, properly,) a lot of profits can be produced. That promise is what makes copywriters remain in-demand.

The problem is...

How can a client discern who the right fit is for their project?

Here's why I'm such a big advocate of transparency.

I believe the relationship I cultivate - from that first call or email - to sending over a PayPal Invoice - to collaborating - to delivering the finished copy requires trust every step of the way.

Without trust and transparency...

It's just two people clumsily feeling each other out - making it difficult to get any kind of real sense whether it's a match made in copywriting heaven... or not.

Let's just assume the client is well-versed in the value of copy.

If he or she looks at 10 copywriters, who obviously know their stuff, and interviews all of them...

...it comes down to personal connection.

Once I get someone on the phone or Skype, my closing percentage is insane. But being able to "close" isn't my intention - when I talk with prospects. I'm more interested in just talking - like two human beings who are deciding if they hit it off.

If there's friction in the conversation, I need to ask myself, "Why?"

Am I talking with someone who has a ton of objections? Were they burned in the past? Are their expectations too unrealistic? Do they think I'm full of poop - until I prove otherwise?

What I'm saying is...

Two people who've been around the block more than a few times can pretty easily discern a good fit. It's when that "knowing" or intuitive "hit" is ignored that the real trouble begins.

What does that mean?

Well, I'm just gonna assume that the top copywriters ALL have integrity. I know that's a BIG assumption, but for the sake of this argument, I'll take that leap.

Now...

Most (if not all) copywriters have a pretty big ego.

"I can write for anything or anyone and nail it! Blah Blah Blah."

But it's not true.

If you don't create and nurture a REAL, genuine connection with a client, you'll fail to get outta them what's needed for the copy to convert.

And if that failure happens, it's not because you suck or the client got burned (maybe again...)

No...

It's because you BOTH moved forward and entered a relationship that just wasn't right.

Think about it...

It's really no different than choosing a lover.

Do you think you can have a successful, loving, hot-and-heavy relationship with any attractive member of the opposite sex?

Do you?

Of course not.

Why is the copywriter/client dynamic any different?

My point is...

A client needs to understand, it's not about necessarily choosing the best copywriter - as it is choosing the right one.

Same goes for the copyywriter...

It's not about taking on every client who has a good product and budget, it's about working with people you really, sincerely feel inspired to help.

An against the grain perspective? Perhaps.

Mark

Gawd.. all this palaver. All the client cares about is "will this convert"? End of story. If your copy makes them money they're happy campers.