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Home::Copywriting

The Not-So-Mysterious Art of Getting Clients

Author : Steve Slaunwhite

Sure, you can print business cards and letterhead. Launch a web
site. And hang your shingle as a freelance copywriter.

That's easy.

But you're not really "in business" until you GET business. And
that means having at least one paying client. Preferably a lot
more.

How do you make that happen? It's a lot easier than you may
think.

No, you don't need a killer cold calling script. Or a pitch
letter packed with the latest response-boosting techniques.
(Although neither of these would hurt!)

All you really need is a plan for communicating with potential
clients that ccomplishes the following three objectives:

1. Tell Them What You Do.

Consider your target market. Does everyone in it know that
you're a freelance copywriter? Probably not. In fact, you may be
missing out on assignments simply because potential clients
don't know you exist.

So tell them!

It's a simple strategy. But it works. I know many freelance
professionals who have built an enviable list of lucrative
clients just by telling people - lots and lots of people -
exactly what it is that they do.

One of the most successful copywriters I know is my friend Ivan
Levison. The first five words on his web site are: "Hi. I'm a
freelance copywriter..." He leaves visitors with no doubt as to
the service he provides.

So how do you tell lots and lots of people what YOU do? The
options are virtually limitless. You can send letters. Make
phone calls. Write articles. Speak at meetings. Network at
events. Etc.

I prefer a combination of letters, calls and articles. You may
want to schmooze at conferences and place ads in the trades. How
you do it is not the most important thing. Doing it is.

2. Tell Them How You Help.

It's true that you can get by quite nicely simply by telling
lots of folks what you do. And I know plenty of freelance pros
who have become very successful doing just that.

But if you want to crank it up a notch - so you can get more and
better clients, faster - you also need to tell people how you
help. To put it in familiar copywriting lingo, you need to bring
in a benefit or two.

On my web site, for example, I tell potential clients that I'm a
copywriter. But I follow-up quickly with a list of three
specific benefits that my services provide. Clients have said
many times that it was these "how I help" bullets that first
prompted them to call me.

How do YOU help? Does your copy increase response in a direct
mailing? Or boost sales conversion on a web site? Or improve
readership of a newsletter or e-zine? The more specific you can
be, the better.

3. Stay On Their Radar Screen.

When I was selling my home a couple of years ago, only one real
estate agent came to mind. Why? Because she called at least
twice a year. Regularly e-mailed helpful articles and updates.
And kept me stocked with more complimentary calendars, pens and
notepads than I could possibly use.

She was on my radar screen. So when I needed an agent, I called
her.

Are YOU on the radar screens of your target market prospects?

Here's what can easily happen: A potential client is blown away
by the pitch letter you send him. He says, "The next time I need
copy, I'm calling you!" Then months go by and, guess what? He
forgets. And hires someone else.

You must have a plan to help prospects REMEMBER who you are and
what you do.

There are many ways to stay top-of-mind. You can phone
periodically (so long as you don't become a pest.) You can clip
and send helpful articles. Subscribe prospects to your e-zine or
newsletter. Etc.

Typically, clients consider only up to three copywriters for a
specific project. Make sure you're one of them!

Spam emails More free articles

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