Transcript


Hello, Joshua Boswell here with video series. We’re going to focus our attention today on marketing. On how to get clients, and specifically, as I’ve written up here, how to get so that you’ll use one cool trick so that you are crazy, in demand, highly paid, writer.

Now, how do you do that? How do you get to point where clients are coming to you? They’re willing to pay all your fees, they’re really, really excited. You’ve got a backlog so you never, ever have to worry about where you’re going to find your next client and if they’re going to pay you good enough to meet all of your dreams and goals and fulfillment.

Well, one of the things you can do is this one cool trick, and this one cool trick what it does is that it turns you into an amazing expert. It turns you into an amazing expert. Not just an expert but an expert that is unique. Now remember, if you are the only person in the whole wide world that sells purple oranges and purple oranges are in demand then you will never, ever have a problem selling your services at a high but fair and reasonable price. Or maybe, unreasonable but definitely fair. In other words, if they really want the purple oranges they gotta come and get them from you.

Expert status. That’s the first thing that I want you to remember here is how do you become an expert, okay? Let’s just talk about expert status for a minute. Now expert status is not the one cool trick. I’m going to tell you how to do one specific thing to attain that expert status so you can be an in demand, highly paid writer.

Think for just a minute about how you know somebody is an expert. Think about an expert, think about someone who is unique in the world and that you know is just a super stud star amazing person and you know gets paid very, very, very well-paid for their stuff. You think of lots of different television, or movie stars, television celebrities, or movie stars, authors, great famous authors. You can think of lots of different people that would fall under this category, and how do you know that they’re there?

Well, you know because other people talk about them and tell you, “Hey, this person’s an expert.” They have certain credentials. They appear on TV. They appear in magazines. They are giving speeches somewhere and the room is filled with lots of people. All these kinds of indicators tell us as a society that person is an expert. What you want to do is you want to become that kind of person so how do you do that?

Well, the answer should be super crystal clear to you. You should be saying to yourself, “Oh, well, if I have a world famous blog orget published in a magazine or have a great book or be interviewed on TV or radio or any of those kinds of things, as long as my message is unique and powerful then people will assume that I am an expert.” And that’s exactly what we want people to think. We want people to think, “Oh, I read this article therefore and it was awesome and therefore this person must be super unique and special and be an expert.” When you’re in that position then you will be able to command really high fees, you’ll be in demand.

How do you get to that position? Let’s talk about the one cool trick that gets you there. Here’s the one cool trick that gets you there. This is how I think you can in a very short amount of time attain this expert status. This is what we call the Query Letter. Now, the Query Letter is basically a letter that you send out to some kind of media outlet. A company who is publishing magazines that does interviews, a radio station, a TV station, a really world famous blogess, or someone who’s got a great following on a YouTube channel, like any of these kinds of things would satisfy as a great place to send out a Query Letter and then the Query Letter you’re basically going to offer them some kind of article, interview, insight, report, or something where they’re going to bring you onto their show or allow you to publish to their group, or put you in some magazine somewhere or do something with them.

What you want to do is you want to think about what your target audience is and then think about how your target audience knows someone is an expert. What do they read? What are they watching? Who are they listening to? And that’s who you want to send your Query Letter out to.

Now what is the Query Letter consist of? Let’s first go through a basic outline of the four major steps of a Query Letter and then I want to give you three specific tips that you can use in order to make your Query Letter super, super awesome.

First of all, here’s the outline. Here’s your outline. Step number one in your Query Letter is what I call the actual lead. Now what do I mean by this is, what is exactly what I mean? You know that every article, every promotional piece, everything that you and I write has a lead. In other words, we’re leading people to a specific topic. We’re drawing them in. We’re pulling them into our thinking and our concepts so we’ve got this lead. Well, if you write an article or if you sat down and did an interview the first things that you’re going to say that grab people’s attention and pull them in, right? That’s why we do headlines and leads.

The first thing you want to do in your Query Letter is the actual lead. If I was sitting down to write an article what would I say in that article? That’s what you put in the actual Query Letter. Now why do you do that? You do that because you’re trying to get people to see that you’re a great writer and you’re trying to get them to understand that you understand their target audience and speak their language and can effectively communicate that you’re persuasive and if you can draw the editor in, if you can draw the production manager, if you can draw in that blogess, and they start to get interested and excited about what you’re writing, what they’re reading, then they know that their audience is going to be drawn in and excited about it. Does that make sense? You don’t want to tell them what you’re doing. You want to show them that you know how to do it. You write the actual lead.

Now the second thing that you want to do here, the second thing that you want to do, is that you want to draw … You want to explain to them and draw conclusions as to why this will benefit, this particular article, will benefit their readership. You want to talk to … Look, it’s all how to win friends and influence people stuff. It’s not why you … It’s not about you. It’s about them. You want to, second, show how it benefits their readers, or their audience, right? You want to show how it benefits their readership, their audience, their viewership, their listnership, whoever it is … Why are they in business? They’re in business to provide great content, great insights, great knowledge, great resources to the people that are listening to them because the people that are listening to them, reading them, watching them, are paying them money for that. They want to provide great quality information for them. You want to show how it’s going to benefit their audience, their readers, whoever it is.

The third thing that you want to do here is you want to say why you? Why in the world should you be the writer? And this is your credibility spot. This is where you say, “Well, listen. I should write about this particular topic because I’ve got these credentials and this background and these insights, this experience, this knowledge, et cetera.” You want to tell them why you should be the one to do it.
The last thing, here, the fourth thing that you want to do is a call to action. This is very simple. This is a call to action. This is an, “Okay, so I think this article is going to be about a thousand words. I can have it to you in five days, and this is what you should do next. You should contact me and say yes to this thing.” It’s the call to action. It’s the “I’m going to write this article for you and these are the terms.” It’s basically let’s get started right here. “I want to do this interview with you. I anticipate that the interview could easily be done in about ten minutes, and we could do it on this day.”

Whatever it is that you’re doing this is the call to action. This is helping them know what the next step is and what they should be doing. Here’s the outline. By the way, I have a handout for you that looks much nicer than this.

All right. Here’s the actual lead, you want to show how it benefits their readership, their audience. You want to tell them why you should be the one to do this interview, article, blog post, whatever it is, and you want to give them a call to action. It’s that simple. That is the Query Letter.

Now, let’s change colors here and let’s talk about a specific outline. All right. Specifics. Three specific tips. Here are three tips to making this really, really, really effective. The first tip, the very most important thing that I want you to do in even considering the Query Letter is research. If you don’t know their audience, and you don’t understand how they think and how they feel, and where they’re at, and what benefits them and what their dreams and what their goals are, if you don’t understand that then you are dead in the water. You’re just talking fluff and air and nonsense. The first thing you want to do, the very first thing you want to do, is research. You’ve got to know the market and the audience. This audience right here you’ve got to know them so that you can provide benefit to them so that you can talk to them. That’s the very first thing. Do not skimp on the research. I say it over and over and over again that great writers are born in the research. That is where it all happens.

The second thing that you really need to do, that you’ve got to remember is that … I don’t even know how to say this but we use a simple trite phrase. Frequency sells. Frequency sells. Frequency sells. What do I mean by that? What I mean is you can’t just send out one Query Letter and then sit around and go, “I hope they do it.” Additionally, you can’t just send one Query Letter to the same editor. You gotta send out a bunch of Query Letters to a bunch of different editors. How much is a bunch? It depends on your market but literally if you send out one a day and then had a follow-up process, we’re going to get to that in just a minute, if you send out one or two or three or four a day, maybe five a day, maybe ten a day, I don’t know, but frequency sells. Get a bunch of Query Letters out there, because you never know who’s going to spark up. And additionally, write a bunch of Query Letters. Think of a bunch of different articles. Initially, this is gonna be some work. It’s going to be some work, and I’ll talk about this in just a minute, but eventually the work diminishes and the in demand part starts happening.

The third thing here and this is really, really, important. First thing is you got to do your research, second thing is, frequency sells, in other words, get it out there, lots of them, a number of them, and to lots of different editors and publishers, and media outlets. The last thing here that is really, really important is that you have to understand that follow up is where all of your money is made. This goes for everything in life. This is for everything in life. It’s not their job to follow up with you. They’re not sitting around dreaming about how they can make you successful. They’re trying to cater to their own audience and to their own people and to their own dreams and hopes and goals. It’s not about you. It’s about them. They don’t … As much as you want to hope that they had time to cater to everything that you wanted to have and to just drop everything and just read your Query Letter and whatever. That’s just not the case. So, follow up. Follow up is where all of the money is made. Every time, always and forever, and it’s always a … It’s a follow up with a benefit to them. You stay focused on them through that whole process.

Now, how frequently should you follow up? My general rule of thumb for just about anything is that you should never let a conversation go older than three to five days. Now some editors, most editors, are super busy. Most publishers are crazy busy. They don’t want to get a Query Letter and to just be hounded all the time. In your communication with them, let them know that, “Hey, if I don’t hear from you in about a week or two, I’m going to touch base with you briefly” and you give them the expectation that you’re going to follow up with them if you don’t hear from them. Now really, three to five days is my target range for following up. Follow up is where all of your money is made. Don’t … When you look at your plan for marketing this, don’t skimp on the follow up. It’s absolutely important.

Do your research, spend whatever time you need to do to really, totally and completely, understand a given market to people and their benefits. The publishers, the magazines, I mean, do not send the Query Letter to a media outlet and not know anything about what they do. You’ve got to do the research.

Frequency sells. Send out lots of Query Letters. I seriously think that five a week is a great target. That gives you twenty in a particular month and allows you to have lots of hooks out there in the water.

The follow up is super important. Every three to five days, touch base. Don’t do it irritatingly. Stay focused on benefits to them, but follow up. That’s where all of your money is made. I usually follow up until people tell me to go away. Right?

How often do you need to do all of this? Because the point here is to become a super well-paid, in demand writer. So how long do you need to do this? Well, in my experience, anywhere from three to twelve months is a great time frame expectation to set to where you’re going to be consistently and repeatedly sending out a bunch of Query Letters and getting published in different media outlets, getting connected to different interviews, all those different kinds of things.

Now, we could talk about what it is you discuss in those things but we’re going to do that in a different session. Right now I just wanted to tell you the mechanics of this Query Letter. If you do that for three to twelve months, if you consistently send it out, you’re going to start getting articles published, you’re going to start getting interviews, you’re going to start getting blog posts, you’re going to start getting … Be out there, and be exposed to your target audience. Remember if you’re a health copywriter and you’re showing up in financial newsletter publications and associations that is not going to help. It’s just not going to help. But if you are showing up in different health magazines and publications and being interviewed by super stars then yeah you’re going to be like, “This guy knows what he’s talking about. This gal is awesome.” You’re going to be widely known and it’s going to be a really, really great experience because then the people in that industry are going to say you know what you’re talking about. They’re going to come to you.

After you’ve done this for three to twelve months then you have established a reputation, you’ll have a super strong base of clients, there’ll be word of mouth in the industry, and you’ll consistently have people coming to you, and you’ll be in demand, and you’ll have a lot of business. More than you can handle and you’ll create a waiting list and then you’ll raise your prices and then the whole thing will be awesome and you’ll be living the writer’s life.

The Query Letter is a staple … It should be a staple in your marketing program and when used effectively it will definitely fulfill that promise of being the one thing that helps you become a crazy, high paid, in demand writer.

It’s been great visiting with you, so set a goal, and use it. All right? Cool. I’ll talk to you soon.

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