VOLUME 16, ISSUE 5 – MAY 2017
THIS MONTH’S MENU:
I. APPETIZER: THIS IS THE POWER OF GOOD MARKETING WRITING
Delighted Client Finds Brochure Opens BIG Door to a BIG Opportunity!
II. “FIELD” GREENS: BRAVE ENOUGH TO FIRE BAD CLIENTS?
PA FLCW Takes Short-Term 70% Pay Cut, Reinvigorates His Business!
III. MAIN “MEAT” COURSE: PROSPECTING THROUGH FACEBOOK GROUPS
Zimbabwe FLCW Serves Up Smart, Un-Spammy Tactic for Engaging New Prospects
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Marketing Pro Asks: Is Your Copy Lazy & Does It Assume Way Too Much?
TIP: Check out THIS Copywriter’s Way-Cool Home Page…
I. APPETIZER: THIS IS THE POWER OF GOOD MARKETING WRITING
Delighted Client Finds Brochure Opens BIG Door to a BIG Opportunity!
Got a call from a client at 8:43 a.m. a few weeks back, so excited I thought he was going to wet his pants. He was newly appointed executive director of a non-profit in the Midwest, and the only staff member, and hence, buried in responsibility.
He’d contacted me to help to revamp the website, create a brochure to attract corporate donors, come up with a tag line, and write a series of blog posts/articles. For starters.
My first move (wise, if I do say myself) was to suggest we get another of my clients involved—a design firm with a non-profit niche. I made the connection, he loved them, and we got to work.
First order of business was preparing for a looming board of directors meeting where he wanted to present the new “look and feel” for the web site, as well as the brochure (with tag line). Under a tight deadline, we got it all done.
The week before the meeting, as an FYI, he sent a PDF of the new brochure to one of the board members, who sent it to someone else, who sent it to someone else.
And that last “someone else” was Big Time: A gentleman representing a clearinghouse of sorts for non-profits who wanted to connect with potential corporate donors (the purpose of the brochure). This guy got hit up constantly by non-profits trying to get in front of the big money.
And when an obviously professional piece showed up in front of him, from an organization clearly willing to invest some bucks in making a good impression, it, well…made an impression.
Well, shortly after our brochure landed in his inbox, my client landed an appointment with him. Which, of course, spawned the near-rapturous early a.m. phone call. Heckuva a cool way to start your day, to find out that your efforts—done in serious crunch mode—were effective enough to have borne such rich fruit.
It’s not often that we get to see a pretty immediate impact of our work—especially when it’s not a lead-generating piece. But, it was a potent reminder of the potential of what we do to truly make a difference. In case you’d doubted that…
Oh, and in the event you missed it…this was a print brochure. You know, that dowdy and dated project type that just can’t compete with all its way-cool digital brethren? Riiiight.
Don’t fool yourself. This project type is alive and well, has many applications and still quite able to make a splash in the right situation (see above).
On that “How-‘bout-them-apples?” note, let’s eat!
II. “FIELD” GREENS: BRAVE ENOUGH TO FIRE BAD CLIENTS?
PA FLCW Takes Short-Term 70% Pay Cut, Reinvigorates His Business!
Fortune truly favors the bold as this “profile in courage” from Pittsburgh, PA FLCW Jeff Durosko shows. I have enormous respect for someone who says, “No, it’s not enough to just make good money as a freelancer; I need to enjoy what I’m doing.” And then have the guts to rock the boat, even when the stakes are high. And check out the result. Hats off to you, Jeff!
At the beginning of 2016, I thought I could finally relax. I’d just passed my 10-year freelancing anniversary, and my business had been humming along well for that entire period of time with few bumps in the road.
As always, I began planning for the New Year, trying to find ways to expand the business and KEEP it humming. That’s when it hit me that I was actually miserable for the first time since launching the business. I even entertained thoughts of reaching out to some headhunters to explore the job market.
Here’s what I realized: I was working for some clients whom I didn’t particularly like and who didn’t treat me particularly well. With two retainer contracts coming up for renewal, I let them expire in March—as hard as that was, financially.
Then, I took the really scary step of firing a third retainer client who wasn’t listening to my advice and putting my professional reputation on the line because of it. By May of 2016, I had reduced my business by more than 70 percent.
To say that shedding three high-paying clients was a risky move would be a huge understatement. I’m still the primary breadwinner in our family and have two teenagers, including a high school senior applying to every high-end university out there.
What these drastic moves did was really allow me to focus my energy on seeking out the kinds of clients and projects that would make me happy—and keep my bank account smiling, too.
It was a lean summer, for sure, but I thankfully had accumulated a rainy day fund that allowed me to keep the lights on while I planned my next moves.
Ridding myself of three soul-sucking clients freed me up to think differently and the result has been an influx of business like I’ve not yet seen in my decade-long tenure as a freelance writer and PR guy.
In fact, over the past four weeks, I have signed on four new retainer clients, two new projects and have had two additional new business meetings that look quite promising. AND, a prospect list of literally hundreds of potential new business opportunities.
I’ve even launched—with a colleague—a second business focused solely on crisis communications.
My advice today: Don’t be afraid to follow your gut and part ways with clients who may be paying the bills, but are sucking the life out of you and your business.
III. MAIN “MEAT” COURSE: PROSPECTING THROUGH FACEBOOK GROUPS
Zimbabwe FLCW Serves Up Smart, Un-Spammy Tactic for Engaging New Prospects
An intriguing piece on an unusual way to land new clients via Facebook, from Harare, Zimbabwe FLCW Jay Makoni. He provides great how-to detail, and serves up a lesson in using irreverence and attitude to get attention. Thanks, Jay!
(NOTE: Use this strategy to position yourself and get your name out there, rather than relying on it as a consistent source of work. Over time your reputation will grow.)
I came across this method by accident.
I’d been posting generic copywriting advice in a few Facebook groups for entrepreneurs, and found a few inquiries in my inbox one fine day.
Someone had been following my posts and just tossed my name into her circle of web designers as an expert in the field when those folks needed a copywriter to write for their clients.
Here’s the how-to…
1) First, find a Facebook group where your market or clients typically hang out, and join in (for example, say, chiropractors or dentists typically have groups dedicated to only their groups).
Listen in on their discussions of the problems your copywriting skills can solve. Become the “marketing guy/gal” in that group.
2) Once you’ve joined a group, get permission from the administrator to post. Focus on posting what I call “Aha Content”—addressing the common questions/issues your clients have about copywriting, in a quick-to-read post (500 words or fewer).
3) KEY: Focus on the “what” and “why” aspects of the issue and solution in your content—but NOT the “how.” That’s only for paying customers.
Do this and you’ll establish yourself as an expert without giving away your trade secrets (feel free to give away the occasional one so the client can try it out and see you’re the real deal).
4) Do NOT pitch yourself or your services in your posts—not even a link to your site without the admin’s permission. You want clients coming to YOU in the inbox or comments and asking about your services.
5) Stay in front of them by posting every few days. Attach an eye-catching photo (or a new selfie) to draw them in. You’re steadily planting “seeds” with each post, and when they finally need a copywriter (or need to refer one) you’re the first one in their minds.
The Results? Aside from work coming from the web-designers, this technique got me another client in the natural hair product business, after she saw one of my posts.
It’s also connected me to a couple of FB group owners, one of whom sends work my way if they’re approached by anyone needing copywriting.
Want to Dial It Up a Notch? Why not send friend requests to everyone who likes your posts? Then, as soon as they accept, send a message to their inbox thanking them for liking your post and introducing yourself.
Also make it clear that you’re NOT going to pitch them in their inboxes because that’s both stupid and spammy. Instead you’re available to help them whenever they need assistance from you.
Here’s my intro message:
Hi, Jay here.
Thanks for liking my post in [GROUP NAME]. I appreciate it.
I’m a direct response copywriter. No need to worry though, I’m not going to spam you with any canned pitches for “Raybans” or any “crazy Chinese tiger bone love medicine” in your inbox. That would be spammy.
And spam is stupid.
However, I DO love connecting with other marketers and business owners and seeing how we can help each other on our journey.
If you ever need any help with your copy, I’m there for you.
-Jay (The most handsome man in the world)
(Then I follow up with a selfie of me giving the thumbs up wherever I am. Even If I’m taking a walk, or sitting on my computer.)
See what I did there? It’s clearly an intro to who I am. It bolts the reader out of their stupor. Sets me up as someone who clearly writes copy, yet has a sense of humor (this ALWAYS makes them laugh).
I’m fairly crass in my demeanor and anyone who finds this hilarious is an ideal fit for me.
This helps in the bonding and trust-building process while also disarming any sales shields they have. This even helps when you’re just connecting with other copywriters and want to get deeper into the industry.
Built-in Credibility If anyone questions my know-how, I can just show them the expertise-demonstrating content in the group and on my timeline, giving me extra credibility, and building a sort of “celebrity essence” around me.
Now, I don’t suggest you use my personality and sense of humor in YOUR emails but instead use a similar structure for the first contact.
IV. DESSERT: SWEET SUCCESS STORIES & TIPS
Marketing Pro Asks: Is Your Copy Lazy & Does It Assume Way Too Much?
TIP: Check out THIS Copywriter’s Way-Cool Home Page…
Call this a success strategy, as opposed to a success story. Another great Marketing Minute from Marcia Yudkin. I love Marcia’s no-nonsense, practical insights on a wide array of marketing topics, and on this one, she’s discusses a common affliction of most marketing writing, and touches on one of MY favorite rants.
After that, a fun and wow-inducing web site device used by one copywriter.
Twice last week, I received emails that each amounted to a request. They simply asked – without explaining why and how the requested action would benefit me, my audience or anyone other than themselves.
I politely responded that the request wasn’t relevant, and suddenly my correspondents got into gear to argue strenuously that I was mistaken.
They then laid out their case, which had some merit and might have persuaded me to respond differently had they said all that at the beginning.
I see this tendency often in the initial drafts clients send me to review. It comes from a psychological blind spot. When we’re deep in a project whose advantages are deeply familiar to us, we assume the people we’re targeting will grasp the substance and sparkle of the proposal without our having to spell it out.
There’s the story about Henry Kissinger sending his aide back time after time with the question, “Is this the best you can do?” Likewise, before pressing “Send,” ask yourself, “Have I made the most vigorous and appealing case I can here?” If not, redo it.
Be explicit.
PB: Love this. You see it all the time. And in a follow-up conversation with me, Marcia noted: “This is about plain old laziness and bad habits. It’s a matter of thinking that the invitation itself is compelling enough and the writing doesn’t require much energy and attention.”
In some ways, there’s also an element of what’s known as The Curse of Knowledge—assuming people know more than they do. Learn more about that from this past blog post of mine.
I’ll let this one speak for itself. Check out what copywriter Joe Coleman does on his home page. Don’t copy it, of course, but maybe it’ll give you some ideas about how to graphically (literally and figuratively) demonstrate your creative chops!