I notice that I have never read anyone talking about branding, positioning, or copy writing for clients.
I assumed everyone was doing this. I sell it easily and include it in almost every sale I make. I was checking my records and I think I've sold custom copywriting for every website I've built except two.
And I'm not talking about SEO articles for $50 or $100 that I outsource. I'm talking about $1,000 for one page of copy. I build it into my sales process from the start. I get no pushback on this from clients. It's the easiest part of the sale.
I've made some sales that are only custom copy writing.
If there's an interest in this, I'll be happy to go over a process.
OK, saw some interest, so I've added this to the thread:
My approach is to sell positioning.
Most firms I run into want better positioning. Most people are frustrated that they are better than whoever is at the top of page one, and yet they're not at the top of page one.
So from the beginning, I'm selling that positioning is important. Here's what you've got to do to be successful:
1. You need to find an opening in the market
2. You need to drive traffic through that opening
3. When people get to your site, they need to know that they can't afford to click away
So, I start very often with video evaluation or written evaluation of their marketing strategy. And that evaluation always ends with:
So, we get you to page one, one thing you'll notice is that being on page one puts you in competition with potentially 26 other companies (10 in PPC, 7 in Places, and 10 in organics or however many you find in their industry). Your job isn't done. An aspect of the internet is that Friction has gone WAY down. If I'm not seeing something on your site that attracts me, I can be on another site in literally two clicks (back and then choose someone else).
Then I go through the top 5 competitors on the page - Here is your real competition once we have you on page one (so I'm assumptively closing SEO). Notice what they're doing (they're always doing one of two things - either all saying the same thing, or all dividing up the market by taking different positions). So, everyone says they have 15 years experience and a full staff of certified so and sos. So you can't say that. You're no different. No one is going to stay on your site.
Notice that this firm is taking the low price position and they offer a guarantee. So you can sell low price all day long and it's going to be hard to beat. And these folks have just won an award for quality service, so that's not your place. And these folks have the widest selection available. So the good news for you is that you don't have to try to be everything to everyone because a number of positions are already taken. So we just have to figure out your position. Then you'll get the lion's share of people who are looking for that. You'll lose the people looking for something else but it was a fantasy that you'd get them anyway.
At this point, they're nodding. They all know this is true. So we need to go through a process that makes a visitor know why they can't afford to leave your site. If they leave your site, they leave something behind they won't see anywhere else. That will get them to stick.
To do that, I need to go through a process with you and create some custom copy.
An aside - is this a sales page? It isn't always with me. Sometimes it's the home page. I wrote a home page for an attorney that converted like gang busters. We created a trade marked name for a process a nanny service uses that underscored how exclusive she is. We created Seattle's only 5 point price protection guarantee for another firm. Its whatever they need to say or implement that differentiates them from their competition.
And I charge $1,000 for it. And no one flinches. Becuase they all get it. They know they need it.