"How To Stay Out of Trouble While Developing a Great Reputation": A Guide for Newbie Copywriters

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This is not going to be a “nice” post. It explains something I've been concerned about for a long time, and today I am taking the hour or so to write about it.

Experienced copywriters will recognize what I'm about to describe here.

Newbies will be frightened by it.

Yes, newbie copywriter, I'm telling you right now: this will scare you.

And it should.

You probably won't like what I have to say here, but it is true and will save you more heartache than you can imagine if you follow it.

Here's the problem:

Most prospective clients who come to you wanting a quote for copywriting work can't be helped.

Oh, you can craft, rethink or rewrite their copy. But it won't make any difference.

Why? The problem lies deeper.

The disaster-in-the-making is in the prospect's business model.

Over the past two decades I have been approached by many people wanting copywriting help. And because I know more than just how to write, I've had to turn many of them away.

The newbie will scream, “Why would you do that?! They're coming to you WITH MONEY IN THEIR HANDS, wanting you to take it!”

The answer is after asking a few questions, I discovered they are yet another person with dollar signs in their eyes, but no idea of how to make money. That their idea is stillborn. That they won't make money, and by touching the project I would own the results.

No Thank You.

Get that? “You Touch It, You Own It.”

I'm taking to you, newbie copywriter. Your copy is the last piece of the puzzle. It's the final thing the prospective customer sees before conversion or departure. Only one last item and step of many along the Yellow Brick Road of your client's funnel. And yet YOU will bear the brunt of the assault when things don't turn out well.

This should make you gasp:

You will end up being responsible for the whole funnel in the client's eyes.

Regardless of how you try to set the arrangement up, you are the “star” the client has bought and paid for. You are the focus, correct or not. And you are the live human being right there for your client to scream at when things go bad.

They're not going to yell at their web guy. They're not going to shout at their PPC guy. They're going to Ready, Aim, Fire directly at you.

This is precisely why I turn most copywriting work away, and have a high budget requirement for the work I do take on.

Copywriting is hard work. You have to be a little insane to want to read and enjoy “108 Proven Split Test Winners” as your Saturday night entertainment. So many hours are spent staring at the ceiling and moments frustratedly bolting out the door for a walk. The effort required to develop, sustain and increase copywriting power is unbelievable. I work far harder on keeping and building my copywriting skills, which I began learning in 1994, than my sales training skills. So to get my attention and effort, the opportunity is going to have to pay off. That means for me and the client.

But you, my newbie copywriter, are likely willing to work for a fistful of small bills waved under your nose.

Desperation is bad.

If you take on projects simply because a prospect is waving money your way, you will quickly encounter desperate times. Your client will become desperate as the offer fails to convert. They will demand you rewrite your work. They will make changes without telling you. They will speak ill of you behind your back.

And all because of key elements that are out of your control.

Traffic.

Traffic is out of your control. And it's the first step in the funnel.

No traffic = no conversions.

I see this all the time. A prospect comes to me wanting a rewrite, because they think that's the problem. I ask them a couple questions, revealing the fact that they aren't getting traffic and have no idea how to get any.

In these all-too-common cases, I have to go back to the prospect and tell them I can't help them. Rewriting will be a waste of money at this time. They have to put their energy elsewhere to get results. At this point, they have zero understanding of how good or bad their existing copy really is.

These conversations are big time-wasters. I want to help, and can spend a lot of time with people who will never qualify to be a client of mine, if I'm not careful. Can you use Thank You emails to pay the rent?

How is your client going to bring traffic to the offer? What budget do they have for doing so?

More often than not, this question will uncover the reality of your prospect's situation, and whether you should be working for them or not.

You are doing two things here:

ONE: You are protecting the client from making a bad investment in copy that doesn't have a hope of making a difference

TWO: You are protecting yourself from what could easily become a nasty confrontation down the road.

For as soon as the evidence comes in that your revised copy isn't doing a darn thing, the first throat the client is going for will be yours.

And here's what's worse: you can't protect yourself from it 100% of the time.

Prospects will lie straight to you even when you ask them the direct question.

Sweeping the question under the rug in order to get the client is bad enough. But when you ask about traffic sources and their true budget up front and they assure you everything's taken care of...and they later tell you they're running out of money they ought to have had—that's the pits.

Other factors affect the business model, such as the path(s) to market the client is making use of, and the delivery platform of the solution they're offering. Again, you are responsible for the results of these decisions, which you as the copywriter have no control over, if you take the client on.

When things go bad, you're the target.

Worried that the prospect will go somewhere else? Good for them! Let them become some other poor sod's problem! Let them create a disaster in someone else's life!

You don't need to take money just because it's proffered in your direction.

Do your due diligence. Ask about their estimate of the size of the opportunity. How will they be driving and/or attracting traffic? What are the qualities of that traffic (dead cold, warmed up and aware, screaming hot?) What's their traffic budget? How are they funding it? Are they putting it all on their credit cards (Warning! Lottery Player Alert!), or do they have the cash outright?

Ask, and ask again. Confirm. Play dumb. Try to catch them in a contradiction. Seek out wishy-washiness and call them on it. Don't be afraid to qualify them Out.

You don't need to be a business superhero and have a whole array of skills to do this.

In conversations with prospective clients, ask yourself:

“Would I run this offer, knowing what this prospect has told me?”

“Are their traffic and conversion estimates, and budget, realistic and conservative?”

“Are they spinning the roulette wheel here, or is this a legitimate, smart business opportunity?”

“Does the target market of this prospect have the interest, the money and the attention to take advantage of this offer?”

“Can I really help this person?”

“Am I opening myself up to real danger of a disaster: poor results, never-ending arguments, repeated rewrites, and a damaged reputation because of factors beyond my control here?”

Qualifying your prospects is an essential skill and event for your success as a copywriter.

Take any and all comers and you will fall flat on your face...earn a crappy reputation...and be depressed because all you see are undercapitalized, unknowledgeable clients.

I work with one or two copywriting clients a month, tops--sometimes zero because I qualify them all out, and am totally unafraid of doing so--and make more than newbies scraping and scratching along for ten poor ones. I choose clients who are educated about copywriting and IM, know what split testing is, understand and can afford traffic, and don't go around my back making changes. In the past two years, I have only had one sub-par experience...I took on an undercapitalized client because he repeatedly asked over several months for my help. The project fizzed...and I should never have been involved in the first place. Conversion cannot be meaningfully tested without sufficient traffic.

Here is a video I made for a popular copywriting group last year about qualifying...and it's interesting how the things I said then remain totally relevant today:


Be very careful in accepting money. It could be the worst decision you ever make. In sales, there's a saying: “The best client is the one you never took.”

More like this? (click to open in a new window to read later)
#copywriters #guide #newbie
  • Profile picture of the author Mark Pescetti
    A lot of copywriters aren't marketers.

    I remember Daniel Scott talking about the changes he went through when he started marketing his own products and JV's.

    So it's important to learn how to market and drive traffic yourself - if for nothing else, so you can smell a rat.

    And make sure to get a new client's advertising budget on your contract. You might also want to have a baseline for how many clicks equal proper testing... and from what cold traffic sources.

    Speaking from personal experience...

    I'm never touching a project where the business owner isn't an experienced, proven marketer... or doesn't want to hire a top marketer. It's not worth the energy.

    Awesome, awesome post Jason. I hope newbies (and even veterans) listen.

    Mark
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    • Profile picture of the author ewenmack
      I'll take consulting clients through the same
      3 step process, in this order...

      1 Who is the buyer
      2 Where is the best place to reach him/her
      3 What do we say to him/her

      The message is the last thing because
      if we can't nail down those first 2,
      then we are heading for failure.

      This is the reason I turn writing jobs down...
      there's no 2 green lights.

      This is also the reason I prefer an initial paid consultation
      first because the overall project I can direct.

      If I don't get the writing project, I'm fine with that
      because I got paid for my time.

      If a client is prepared to invest money in talking
      about his project, then he values my knowledge.

      Saving a loss can be just as valuable as making a gain
      for your clients.

      Best,
      Ewen
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  • In the old days before the interweb there were 3 aims.

    Write a great Ad.

    Put it in a newspaper or magazine with the best circulation and the right target audience.

    Do everything possible to make sure the client didn't f*** everything up when the good people responded.


    Steve
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    • Profile picture of the author Alex Cohen
      Originally Posted by Steve The Copywriter View Post

      In the old days before the interweb there were 3 aims.

      Write a great Ad.

      Put it in a newspaper or magazine with the best circulation and the right target audience.

      Do everything possible to make sure the client didn't f*** everything up when the good people responded.


      Steve
      Ah, the good old days... when men were men and sheep were nervous.

      Do they still even have newspapers and magazines? LOL

      Seriously Steve, I'm still hoping you write up a course on using postcards. It would be terrific.

      Alex
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  • Thanks Alex - one day I will (try) and write a Phenomenal Postcard Course.

    Although It's quite difficult to fit everything there is to know onto a Postcard (I might have to do a sequence…)

    Trouble is if I do an interweb site to promote it - it may be confused with PPC.

    And we wouldn't want that to happen.

    Great thing about traffic/audience/people to read the damn thing on Postcards is…

    You just tell the printer how many you want.

    And give them out to the good people.

    Isn't it so much better when things are simpler.


    Steve
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  • Profile picture of the author RickDuris
    From my vantage point, I see the situation a little differently, Jason.

    The way you describe it, it's no wonder you encourage copywriting newcomers to be extremely gun shy about taking on clients.

    I can only imagine 20 years talking all day long to inexperienced or struggling prospects who can't find their ass with their own two hands.

    That's gotta suck.

    ----

    But rather than look at their sales funnel, you might want to consider spending a little time and look at your own with a more clinical eye. Notice what you’re doing to perpetuate that experience.

    You can have THE BEST qualification process in the world, but if your initial lead generation is flawed, attracting inappropriate leads, you're pretty much wasting time. A lot of it. On prospects that rarely bear fruit.

    That's frustrating, I know from experience.

    ----

    Not to boast, but to offer a different perspective, with my copywriting endeavors, I don't have the same experience as you.

    My prospects and clients are incredibly successful. With impressive marketing savvy and experience. With solid online business machines already in place.

    You can't help but admire.

    Rarely am I called in to perform marketing or copywriting CPR.

    I know I'm not alone. I know other copywriters who share similar enviable relationships with clients.

    So as a counter-balance, (and Jason please don't take this the wrong way,) I want copywriters, new as well as experienced to know, you DON'T have to suffer the same 20-year sentence.

    ----

    What I am saying is Jason, you offer one perspective. One that emphasizes a rather intense DISqualification process.

    It's obvious. You run prospects through a gauntlet. Like the Navy SEALS, you probably make them ring the bell to quit.

    On the other hand, I offer another perspective. One that focuses on generating the right opportunities from the get-go.

    Granted, no doubt about it, I'll have way fewer "at bats." But the ultimate caliber of client is significantly higher.

    My experience comes from one of my businesses where we do high ticket lead generation. Where someone like a surgeon will gladly pay $1000 and more for a double-qualified lead.

    That said Jason, your (dis)qualification process should be admired. I suspect it's razor sharp, having been honed over the years.

    Good post.

    - Rick Duris
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    • Profile picture of the author Jason Kanigan
      Originally Posted by RickDuris View Post

      From my vantage point, I see the situation a little differently, Jason.

      The way you describe it, it's no wonder you encourage copywriting newcomers to be extremely gun shy about taking on clients.

      I can only imagine 20 years talking all day long to inexperienced or struggling prospects who can't find their ass with their own two hands.

      That's gotta suck.

      ----

      But rather than look at their sales funnel, you might want to consider spending a little time and look at your own with a more clinical eye. Notice what you’re doing to perpetuate that experience.

      You can have THE BEST qualification process in the world, but if your initial lead generation is flawed, attracting inappropriate leads, you're pretty much wasting time. A lot of it. On prospects that rarely bear fruit.

      That's frustrating, I know from experience.

      ----

      Not to boast, but to offer a different perspective, with my copywriting endeavors, I don't have the same experience as you.

      My prospects and clients are incredibly successful. With impressive marketing savvy and experience. With solid online business machines already in place.

      You can't help but admire.

      Rarely am I called in to perform marketing or copywriting CPR.

      I know I'm not alone. I know other copywriters who share similar enviable relationships with clients.

      So as a counter-balance, (and Jason please don't take this the wrong way,) I want copywriters, new as well as experienced to know, you DON'T have to suffer the same 20-year sentence.

      ----

      What I am saying is Jason, you offer one perspective. One that emphasizes a rather intense DISqualification process.

      It's obvious. You run prospects through a gauntlet. Like the Navy SEALS, you probably make them ring the bell to quit.

      On the other hand, I offer another perspective. One that focuses on generating the right opportunities from the get-go.

      Granted, no doubt about it, I'll have way fewer "at bats." But the ultimate caliber of client is significantly higher.

      My experience comes from one of my businesses where we do high ticket lead generation. Where someone like a surgeon will gladly pay $1000 and more for a double-qualified lead.

      That said Jason, your (dis)qualification process should be admired. I suspect it's razor sharp, having been honed over the years.

      Good post.

      - Rick Duris
      Rick, there is probably some truth to your comments about the front end of my marketing funnel; however, I am a member of copywriting groups where this stuff happens all the time. Where newbies will take any small amount of money to get work, without thinking "Can I really help this person?"

      It does not happen to me because I qualify most prospects out. I recently had a guy ask me about rewriting his site...he had a $500 budget, no traffic and it wasn't clear what he did. Could I help this person? No. Not by rewriting his site. Filtering nothing, with new copy or old, would have accomplished nothing. I could not in good conscience take his money, and I told him so. What he needs is more of a strategy call. That is what prompted my thread-starter.

      My prospects don't really notice or recognize the qualification process they are going through. I just ask them a few questions and it comes out pretty quickly one way or the other. And then I just let them know whether it's a fit or not. The process is not confrontational.

      I found out from a recent case study I posted that most copywriters are not doing nearly as well as they pretend to be. Almost a thousand of them simply looked at what I had done to see how they could emulate the results. That was the vast majority of the traffic I saw to that article.

      I also know for a fact that well-known and skilled copywriters in this very forum have had experiences like what I described. In other words, it's not just me. And I am not suffering by any means. I charge a minimum 4-figure rate and it keeps most of the trouble away. But I could benefit from more better prospects at the front end like you say. So could anyone.

      Could you share some tips on setting up the front end of your funnel to load it up with the right kind of prospects? I always respect what you have to say, Rick, and let's have it be more than a wry smile and an "I do it better". That's too easy to say. I give people steps they can take. What are your recommendations?
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  • Profile picture of the author DavidTile
    Jason, the scenario you describe happens all the time, but ultimately freelancers need to learn how spot a potentially bad client through experiences -- and yes getting burned from time to time. I think the takeaway here should be -- "Its not always your fault, newbie freelancer!"
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    • Profile picture of the author angiecolee
      Originally Posted by DavidTile View Post

      Jason, the scenario you describe happens all the time, but ultimately freelancers need to learn how spot a potentially bad client through experiences -- and yes getting burned from time to time. I think the takeaway here should be -- "Its not always your fault, newbie freelancer!"
      If you go against your gut and get burned, it most absolutely is your fault.

      Does that make it a bad thing? Not necessarily, especially if you can learn from it.

      Lord knows I'm effin' hard-headed as hell. People can tell me things a million times in a row and I'll never get it until I've experienced it for myself.

      That doesn't make it not my fault. In fact, if I've received great advice like this and decided against using it, I'd say it's even more my fault than if I had zero advice to go off of.

      All that really matters is learning the lesson, getting up and trying again, and making adjustments that ensure you'll never have to deal with that scenario again.

      I'm gonna borrow a page out of Rick's book though LOL. I am really starting to hate tire kickers and time wasters.
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      Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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  • Profile picture of the author MatthewRHallEsq
    Jason,

    Thanks for sharing this. As usual, your practical, experience based teaching is very useful. It's the kind of thing 99% of copywriting blogs don't share – probably because those bloggers don't have your experience.

    I always find great value in your hard teaching posts and the engaging discussions that follow.
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  • Profile picture of the author IDoTheLegWork
    Originally Posted by Jason Kanigan View Post

    You have to be a little insane to want to read and enjoy "108 Proven Split Test Winners" as your Saturday night entertainment.
    Is that a real recommendation or just a good title to demonstrate the
    real effort involved in learning and improving the craft? Give me the
    word and I shell out the $10 shipping to get the book.
    Signature

    ..and you WILL contribute a verse.
    Indifference is the enemy that must be conquered.
    Appeal to the crowd by addressing the person.

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  • Profile picture of the author RickDuris
    Originally Posted by Jason Kanigan View Post

    Could you share some tips on setting up the front end of your funnel to load it up with the right kind of prospects? I always respect what you have to say, Rick, and let's have it be more than a wry smile and an "I do it better". That's too easy to say. I give people steps they can take. What are your recommendations?
    My recommendation is you reread my previous post. Only if you want more deals, in less time, with less effort at a higher price point.

    - Rick Duris

    PS: If you're looking for help with targeted lead generation, you can do a search, check out the offline forum where there's a number of knowledgeable people, or you can contact me privately.

    PSS: You may think me being flippant or curt. But it's more me being efficient.

    Now that I've given your reply some thought, I realize we're both kinda like Sunday Baptist ministers preaching to high schoolers against having sex.

    It's futile.

    New copywriters aren't going to disqualify doable, money-on-the-table projects for the reasons you've already stated. Nor are they going to want to focus on targeted lead generation.

    Why? Because both go against a new copywriter's prime directives.

    To get good, fast. And get paid.

    There's nothing wrong with that logic. It just means they are initially going to take on lots of assignments from all directions. They're going to look under every rock. They're going to skin their knees occasionally.

    I'm not going to try and talk them out of it. They'll come 'round all on their own based upon their own experience in their own time.
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    • Profile picture of the author jjosephs
      Originally Posted by RickDuris View Post

      There's nothing wrong with that logic. It just means they are initially going to take on lots of assignments from all directions. They're going to look under every rock. They're going to skin their knees occasionally.

      I'm not going to try and talk them out of it. They'll come 'round all on their own based upon their own experience.
      Same with most advice, solicited or unsolicited. The pragmatic types may revisit it when they're burned once or twice. I've seen people "evolve" rapidly after touching the stove a couple times.

      On the other hand sometimes there's more to it than newbie syndrome/desperation- I suspect some contractors get a perverse drama kick from taking on clients who are headless chickens on fire so they can feel like a big hero. Same thing people do in their personal life.
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      Marketing for ACTION & REACTION.
      Roll Out "The Cannon"
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      • Profile picture of the author RickDuris
        Originally Posted by jjosephs View Post

        On the other hand sometimes there's more to it than newbie syndrome/desperation- I suspect some contractors get a perverse drama kick from taking on clients who are headless chickens on fire so they can feel like a big hero. Same thing people do in their personal life.
        Oh yeah! It does wonders for self-confidence when you're successful. Big ego boost. You're thinking "I can really help someone!" Great for building your testimonials.

        I don't do it anymore. Desperation on either the client or copywriter's part usually has a way of queering the deal.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by RickDuris View Post

      My recommendation is you reread my previous post. Only if you want more deals, in less time, with less effort at a higher price point.

      - Rick Duris

      PS: If you're looking for help with targeted lead generation, you can do a search, check out the offline forum where there's a number of knowledgeable people, or you can contact me privately.

      PSS: You may think me being flippant or curt. But it's more me being efficient.

      Now that I've given your reply some thought, I realize we're both kinda like Sunday Baptist ministers preaching to high schoolers against having sex.

      It's futile.

      New copywriters aren't going to disqualify doable, money-on-the-table projects for the reasons you've already stated. Nor are they going to want to focus on targeted lead generation.

      Why? Because both go against a new copywriter's prime directives.

      To get good, fast. And get paid.

      There's nothing wrong with that logic. It just means they are initially going to take on lots of assignments from all directions. They're going to look under every rock. They're going to skin their knees occasionally.

      I'm not going to try and talk them out of it. They'll come 'round all on their own based upon their own experience in their own time.
      I have read your post many times. However, I do not see practical steps described.

      I am very well known in the Offline subforum, Rick. I know about lead generation--but in my experience Facebook marketing, for example, is not an effective means of finding copywriting prospects. Great for t-shirts, not so much for professional services.

      So your answer is to go get some Google Adwords or send out direct mail or something? Referrals? What has worked best for you?

      It's not clear to me. I don't see steps.

      What I do see is that you're using the same problem solving skills other copywriters are using, but at a higher level. Smart. I also do not do "just" copywriting, but strategically managing launches and campaigns that may require video, email copy, landing pages and so on.

      Now as to your comment about it being a waste of time to warn the young folk of the coming troubles...

      I considered this. And I talked with experienced copywriters about the idea...and we agreed it was a discussion worth having.
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  • Profile picture of the author Mark Pescetti
    I had a pretty cool Skype conversation with Rick yesterday.

    We talked about this thread a little bit.

    Here's the thing...

    My personal relationship with money will affect how I position and advertise myself.

    Same with every other copywriter alive.

    You'll notice...

    A lot of copywriters who are financially struggling go after $297 clients.

    An accident?

    Nope. Not on your life.

    As a copywriter...

    It's important to acknowledge where your beliefs lie.

    Because while you may have money issues, your ideal clients don't.

    So position your copy to connect with people who have money... who appreciate great copy... and have already had success outsourcing.

    And charge MORE.

    For example...

    If charging $5,000 for a sales letter FEELS like a lot, that's an indication about your beliefs.

    Is $5,000 too much for a letter? Hell no. Of course, I'm assuming you write great copy.

    So charge more. Position your copy to connect with people who regularly invest in copy. And make sure your contract clearly communicates your job, your boundaries, how traffic will be driven... and even the budget for testing your copy. The clearer you are, the healthier your relationship will be.

    Something really stood out in my conversation with Rick.

    He said, "I love my clients."

    I can mirror that sentiment.

    I do too.

    With the exception of 3 clients, I've had amazing experiences with my clients.

    And my current gig doesn't even feel like work, because the relationship I've nurtured feels so organic and real.

    So focus on what you want.

    And make sure every aspect of your copy and funnel speak to your highest-minded intentions.

    Also remember...

    You CHOOSE your own positioning.

    You get to CHOOSE who you're talking with in your copy.

    Might as well CHOOSE people who know the value of copy... and simply need to be sold on YOU.

    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 joe golfer
      Originally Posted by Mark Pescetti View Post

      If charging $5,000 for a sales letter FEELS like a lot, that's an indication about your beliefs.

      Is $5,000 too much for a letter? Hell no. Of course, I'm assuming you write great copy.
      $5,000 feels and sounds like a lot until you actually complete a few professional projects with thorough research (i.e., a reasonably involved product--not a simple shortie). Then it doesn't feel like near enough. It's major work! Right in the middle, you'll say to yourself, "I gotta raise my rates."
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      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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  • I agree and if it helps endorse everything you've all said…I do.

    Then I had a thought.

    Wtf do you do when you find a client with a product or a service that you really like but they are potless?

    Like this scenario (it's not happening to me because I don't really like cheese).

    But for a moment lets assume you do in particular - goats cheese.

    And it came to pass that Mom and Pop (Arthur and Rita) have 3 goats in their field and an old family recipe for making the most delicious cheese you've ever tasted.

    They open a small store in town to sell it (they are great cheese makers but bloody awful marketeers).

    Somebody tells them about you. Or somehow they find you. They give you a call and ask for your expertise.

    The budget is around $500.00 if that.

    They are the loveliest people you could ever hope to meet, again the cheese is top notch and they'll do whatever you tell them.

    But they are in their 60's and are unlikely to want to expand - its only ever going to be 3 goats, a recipe and a churner.

    My question to you is…

    Will you help them?


    Steve
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    • Profile picture of the author Jason Kanigan
      Originally Posted by Steve The Copywriter View Post

      I agree and if it helps endorse everything you've all said...I do.

      Then I had a thought...

      Wtf do you do when you find a client with a product or a service that you really like but they are potless?

      Like this scenario (it's not happening to me because I don't really like cheese).

      But for a moment lets assume you do in particular - goats cheese.

      And it came to pass that Mom and Pop (Arthur and Rita) have 3 goats in their field and an old family recipe for making the most delicious cheese you've ever tasted.

      They open a small store in town to sell it (they are great cheese makers but bloody awful marketeers).

      Somebody tells them about you. Or somehow they find you. They give you a call and ask for your expertise.

      The budget is around $500.00 if that.

      They are the loveliest people you could ever hope to meet, again the cheese is top notch and they'll do whatever you tell them.

      But they are in their 60's and are unlikely to want to expand - its only ever going to be 3 goats, a recipe and a churner.

      My question to you is...

      Will you help them?


      Steve
      Probably not, because their problem is not large enough to warrant my involvement in solving it.

      If as you say they are unwilling to expand capacity, then the opportunity is never going to be big enough to justify my fee.

      I would get them to monetize the problem. If it wasn't conservatively worth at least $50K in new revenue for them to involve me, and more likely $100K, then the answer is no.
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  • Profile picture of the author Mark Pescetti
    Jason said...

    I'm taking to you, newbie copywriter. Your copy is the last piece of the puzzle. It's the final thing the prospective customer sees before conversion or departure. Only one last item and step of many along the Yellow Brick Road of your client's funnel. And yet YOU will bear the brunt of the assault when things don't turn out well.
    Rick said...

    New copywriters aren't going to disqualify doable, money-on-the-table projects for the reasons you've already stated. Nor are they going to want to focus on targeted lead generation.

    Why? Because both go against a new copywriter's prime directives.

    To get good, fast. And get paid.

    There's nothing wrong with that logic. It just means they are initially going to take on lots of assignments from all directions. They're going to look under every rock. They're going to skin their knees occasionally.

    I'm not going to try and talk them out of it. They'll come 'round all on their own based upon their own experience in their own time.
    Both are true.

    But if Jason's experience (and this thread) can help just one copywriter look at his/her business with the long-term in mind... and reject gigs they KNOW will be crappy, it's been time well spent.

    As a newbie - who's looking for work...

    Do you need to take on everything that comes down the pike? No. Many copywriters don't even show their portfolio. And with the right position, they still get big time work (front and backend.) I only bring that up, because it's a major stumbling block for newer copywriters (and a big reason they take on everything they can get their hands on - besides just needing/wanting the money.)

    Sure, maybe it comes from referrals. But still, a copywriter can convert cold traffic with great positioning.

    And from a mindset/attitude perspective...

    If you're broke... and you need every $297 gig you can get your hands on, I'll bet more of your campaigns fail... than hit the mark and convert.

    Yeah, you'll have more experience, but it won't be positive. And a lot of copywriters never get out from this cycle.

    So why start?

    Why not learn how to position yourself, market yourself and network yourself... so you don't ever find yourself in the Feast or Famine Epidemic.

    Also...

    If you take on clients that only have $297 for copy... they probably don't have a big enough advertising budget to fully test your copy. It's not a big leap to take. So you can likely be blamed for failing copy - even if proper testing could have created a new control. You never know.

    Mark
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