substantial resume, how would you go about finding paying customers
for your services?
To answer your question, I'll assume you're a junior copywriter or
marketing consultant.
When I first started out and didn't know a soul, I'd open the yellow
pages and cold-call the business owners. I'd go to networking events
and try to get business. (Sucks!)
Sometimes I'd do a little 'switchcraft' and call the companies who
sent me direct mail letters.
Before I had a track record, I wrote a lot on a results-oriented
basis. This is also know as a 'sink or swim' or 'thrive or starve'
approach.
I'd write an ad or sales letter for a client, with the guarantee that
if the ad didn't work, I didn't get paid. If the ad did work, I'd
receive a flat fee.
Once I'd proven myself as a credible, conversion-oriented copywriter,
I switched to requesting compensation based on a percentage of the
sales. Ultimately, I changed to a flat fee, plus a percentage.
It wasn't easy. It's a good thing that 'thin is in' because I've been
through a lot of lean and hungry months. I got ripped off so many
times I can't even count them. Understand... I'm not saying this is
what you should do, but that's what I DID.
In the beginning, you have to be pretty much shameless and willing to
check your ego at the door. Be prepared to take on any kind of job for
any kind of price. You want to make yourself damn busy. You want the
law of supply and demand to work in your favor.
Your goal is to build up a portfolio of satisfied clients as quickly
as humanly possible.
If it soothes your wounded ego, think of the process as 'earning as
you're learning.' By taking a wide variety of jobs, you'll not only
hone your skills a hell a lot faster, you'll also build up a
reputation as someone who's 'earned his chops.'
And don't forget to collect testimonials.
Success breeds success.
Ultimately, just like me, when you're in demand, you'll be able to
name your own price and do business on your own terms. If a prospect
has a problem with how much you charge, you don't need to have a
problem with them.
All you have to say is, NEXT!'
Don't worry, if you're good at what you do, you don't have to 'settle
for less.' (If you're not good at what you do, and aren't striving to
make yourself better, you have no business being in business.)
Here's another plus about providing good value: your clients will tell
other people about you. You won't have to go looking for clients;
clients will come looking for you. That's the position you want to be
in…at the head of the 'receiving line,' picking and choosing your
clients.
Your skills are in demand. The business world needs good copywriters.
And good copywriters are rare. So the pro's in this profession are
always in high demand.
As a marketing consultant or copywriter, you're better off if you
don't have to engage in actively persuading prospects to hire you.
You're in a much more powerful position, of course, if they come to
you.
An excellent way to make yourself the 'go-to' writer that everyone
wants is to establish yourself as an expert. Writing a book, creating
a website and speaking at events are all excellent ways to gain a
reputation as 'Miss Information' or 'Mr. Know-It-All.'
Question: What's an easy way to deal with lingering doubts and
questions about an offer with the best ways to create urgency and
compel people to act now?
As any good copywriter or marketer will tell you, overcoming
resistance is essential to closing a sale. And as any successful
copywriter or marketer may keep secret, there are essentially 5
foolproof ways to create a sense of urgency.
1) Limited Time
Time waits for no man, and neither should your offer. Set a time limit
to send a clear message that says, 'You must act NOW.' Be sure to
state a very specific deadline. Dont say 'This offer will expire
soon.'
Do say, 'This offer will expire on July 20, 2004' or 'This offer will
expire at midnight on June 12th' or 'This offer will expire in 10
days.' I think you know what I mean.
2) Limited Quantity
What do diamonds, vintage wine, and a triple-play in baseball have in
common? They're valuable because they exist in limited quantity. Give
your 'Widget' the same value by advertising that only a limited number
of these Widgets were produced. Or say that only a limited number of
these Widgets will be sold.
Again, be very specific. The above example should really read: 'Only
341 of these Widgets will be sold at this special 38%-off discount
price.'
For a double-whammy, add a little financial incentive to your limited
quantity offer: 'Only a limited number of these Widgets will be sold
at THIS special price' or 'Only a limited number of these FREE BONUES
will be given out.'
3) Exclusivity
People want to feel special and like they're getting something that
other people aren't. Thats why the 'golf club members only' deal work
so well...
4) Superiority
I've got an ego, you've got an ego, and you can bet your sales message
that your prospect has an ego. Appeal to it with offers that say,
'This deal is ONLY for action takers.' and 'This deal is ONLY for
successful people.'
5) Popularity
People like things that are popular and they trust what other people
like... even if they don't know those people. It's the reason that
restaurateurs always put customers in the front windows...you don't
want a prospective diner looking in on a bunch of empty seats...
People like to be part of the 'popular crowd' and they also don't want
to experience the pain of being on the outside looking in. So stir up
the pain and remind your visitors what they will miss out or lose if
they dont act now.
These two tactics are a one-two punch that will knock consumers right
out of their lethargy and right into your offer.
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