So… you want to get high paying projects from ideal clients?
If so, there is one thing you MUST prove to them before they will even consider you.
Before I tell you what that one thing is, let’s think about what your clients’ “why’s” and “what’s” are.
Why do they get up everyday and go in to work?
What drives, motivates and inspires them?
What are they trying to accomplish?
In general terms, they want to grow their business and increase their profits.
Would you agree?
Sure. That’s pretty obvious.
I’m sure we could go deeper than this…
Why do they want more profits?
Love, fame, freedom, happiness, bragging rights, etc…
But for now, let’s just stick with making more money and not what that money represents.
OK… if their objective is to make more money, than what thoughts are running through their head when they begin to think about a copywriter?
In my experience, its something like this…
“Will this copywriter bring in more clients?” (or sales… or likes… or customers… or whatever equals more money in their mind)
“And if they can… can they bring in more than the next guy so that I get the biggest bang for my buck?”
Some copywriters lose sight of this reality.
They think it is about good copy… or educating people… or just putting content out there…
I submit that your purpose as a copywriter is to persuade people.
You write words and create action.
People click, like, think, act, pay, visit… and… whatever else they do…
But action is the thing you create as a copywriter.
For your client, this action should have a clear connection with business growth and profits.
Believe me, they’re not just hiring you to hire you!
Yes, they want to see results.
In the business world, we call this ROI… Return on Investment.
They invest in your services and they want a nice return.
With that as a foundation, your task is pretty simple…
How to Show Them You’re Their Best Investment
All you have to do is convince your clients that you’ll give them a killer ROI. If they believe that you’ll bring them more click, buys, visits, subscriptions, etc… than the next guy, they’ll hire you.
Its that simple.
So, how do you convince them that you’re the best investment they can make?
There is one word that will set you apart.
If this word rings in their mind, then your odds of getting hired today and enjoying repeat projects well into the future shoot up drastically.
What is that word?
Why do we trust doctors, lawyers, and bankers with our lives, our honor and our fortunes?
Because they are professionals.
They have met a level of accreditation that validates they know what they’re doing… and everyone knows it.
What if you could get that kind of accreditation? What if you could produce one document that instantly validates that your a pro?
The good news is that you can!
That document is called “The Information Packet”.
It contains seven parts – each part is specifically designed to answer a question in the mind of your clients.
Think of it like a seven part checklist.
When all seven boxes are checked off… your client will believe you’re a professional and feel a desire to hire you.
Let’s explore the seven parts… and then I’ll give you a resources for FREE that will give you more details and help you begin building your Information Packet.
Part One: The Introduction Letter
This is your sales letter.
You introduce yourself, explain who you are, what market you serve and what kind of copy you write.
In this simple letter you make promises. You also emotionally connect and resonate with your client.
Above all, you climb inside the conversation that is already happening inside their head help them begin to feel some relief.
Relief from what?
Relief from the constant stress that they won’t find a good writer who can help their business grow.
It is a constant, nagging feeling for virtually all clients because decent copywriters are scarce.
Part Two: Services and Investment Estimates
What kinds of services do you offer?
Do they match the needs of your niche market?
How much will the client have to invest for those services?
In this part, you answer all those kinds of questions.
This is vital to landing great clients…
Think of it like this: If you needed a kidney transplant would you go to a dentist? Or a nephrologist? Both are professionals. Both are doctors.
But, I bet you’d pick the nephrologist for your kidney problem 🙂
Part Three: About Me
Will it surprise you to learn that this is the most important, most persuasive part of your Information Packet?
Yes – it surprises most copywriters.
They think it’s their samples or client list.
They think that really wins over clients is your biography…
IF (and it’s a very big IF) you write it the right way.
If you write your bio like a resume or sales pitch or bland chronology of useless life-facts, then this is the least useful part of your Information Packet.
But, if you craft a well-written story you can…
Demonstrate your writing skills.
Validate your past experience and training.
Emotionally connect with the reader.
Create an intense desire to hire you.
Give social proof and have others brag shamelessly about you.
And… prove that you’re a professional.
All with a little one page bio.
The trick is to tell a story or two about your life in such a way that it does all of these things.
You begin by thinking of what the client really wants out of a copywriter and what their objectives are.
Then you tell a story from your life that shows (remember… show, don’t tell) you meet those objectives.
The best part is that when your clients read your bio, their sales barriers are down. No one expects to be persuaded by a bio piece.
They read it out of curiosity about you… and in that open minded state, you reach out and persuade the using emotional logic.
Its a beautiful thing. 🙂
Part Four: My Writing System
Professionals have systems.
Imagine a doctor’s office with no receptionist, no appointments, no procedures for evaluating disease and illness.
Would you go to a doctor like this?
Of course not.
Professionals work in orderly environments. They have systems in place to be effective and helpful.
Sadly, very few copywriters actually have a system in place for things like office hours, deadlines, review process, research, payment policies, writing methods, etc…
And, if they have these systems in place, they fail to communicate them to the client.
Without these systems in place, the client is left to wonder what’s next and is uncertain about what to expect.
This leads to confusion and confusion breeds distrust… and distrust kills relationships.
The solution is to clearly articulate your system for writing and working with your clients.
There are 10 points to an effective copywriting business system. Here they are:
- Initial Contact – how do they contact and communicate with you?
- Discussing the Project with a Discovery Questionnaire – This is your evaluation of their needs, goals and purposes.
- Investment and Getting Started – How do you handle the “money conversation”. What does getting started look like?
- Research – What kind of research do you do?
- Collaboration – When you work with clients, how do you collaborate with them and their team?
- Review of First Drafts – When can they expect the first draft? How will you deliver it? What will it include?
- Revisions – Since a perfect first draft is nearly impossible, how do you handle revisions?
- Additional Reviews – Since a perfect second draft is nearly impossible, how do you handle fine tuning, revisions, reviews, etc… ?
- Final Approval – As the end of the project comes close, how do you get final approval? How do you do the final handoff of copy, research, references, review of artwork, etc… ?
- Transition to New Projects – Assuming they liked you and your writing, how do you transition to the next project? (Remember… a bird in the hand is better than two in the bush! Maximizing current clients is better than finding new ones.)
Part Five: What Others Say
Social proof is one of the most powerful elements of persuasion today.
But, you don’t need loads of comments about what an amazing copywriter you are… especially in the beginning.
When I began, I had zero testimonials.
What I did was ask a bunch of people who didn’t have my last name if they would give me a letter of recommendation.
A small handful responded and I used those as testimonials… or, as I always say, “character witnesses”… because they weren’t really testimonials about my copy. They were just people saying nice things about my character.
And it worked just fine.
It worked great, actually.
You see, clients don’t just want good copywriters.
They want a professional in every sense of the word.
What if I was the greatest copywriter in the world… but was always late on assignments, dishonest and grumpy to work with.
Would people hire me?
No way… at least not twice… and pretty soon my reputation would kill any chance of getting clients.
So, having “character witnesses” that tell what an honest, loyal, helpful, friendly person you are is great for business.
In fact, I found these kinds of testimonials so valuable that I still use many of them today. I put them right next to the comments about my copy and results.
Part Six: Clients and Experience
What if you don’t have any clients? How do you make a client list?
You list your past experiences.
Again, clients are hiring the whole package, not just your copywriting experience.
They want to know who you are… they want to see that you have depth and breadth as a person… they want to know you can relate to others.
I did this by making a list of all the different work, volunteer, and service experience I’d had in my life.
You can do the same. Tap into the past experiences you’ve had.
For example, I have O- blood type. They call me a “universal donor”.
I’ve given a lot of blood in my time. I’ve also helped organize blood drives.
So, on my “Clients and Experience” sheet I put the following:
American Red Cross
World’s Largest Relief Organization
In high school, I worked as a lifeguard at a local water park. So I put…
7 Peaks Water Resort
Utah’s Premier Water Park
I didn’t list exactly what I’d done at these places… just listed them as an organization that I’d had experience with.
Its simple and effective.
Part Seven: Writing Samples
Your entire Information Packet is a sample of your writing, but still, its good to have other pieces in here.
What if you don’t have any samples?
My answer is very simple and blunt…
You’re a writer! So write!
This is not a portfolio of paid projects.
These are writing samples.
My suggestion is to take the following five steps:
- Choose a couple favorite companies or organizations in your niche
- Selects 2-5 products from these companies
- Write a couple of different kinds of copy for these products. You might write a few emails… a landing page… a social media post… a sales letter… whatever.
- At the bottom of the page, in a 9pt font, put something like, “I was not commissioned by [COMPANY NAME] to write this copy. But, it does show an example of the excellent work you can expect when you hire me.”
- Add it to your Writing Samples section.
You can have as many samples as you’d like using this method… and you can have them in the next 7-10 days.
You’re a writer… so write!
Put It All Together
When you have all seven parts completed, format them a little, adding your logo and contact information to the top of each page, save them as PDF’s and combine everything into one large PDF file.
You can now send out this single document to anyone that wants to know more about your services.
When they see this, it will ring a bell in their heads…
“Hey, this writer looks like a professional! We should see about hiring her!”
The Information Packet is Part of a Larger System
I like to call the Information Packet “The Engine Core”.
It sits at the very center of a very powerful marketing system for copywriters.
Much like the engine of a car, it provides the driving force to consistently landing clients… but an engine without wheels, brakes, interior seats, a transmission, and all the other parts isn’t going to take you far.
I’ve created a simple one-page “cheatsheet” that identifies every part of The System.
It shows you the big picture and gives you some insights on how to put each part of The System to work so you can consistently land great clients.
You can get The System Cheatsheet for FREE… plus a series of 5 training videos (also FREE)… right now, by clicking here.
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