how to find copywriting clients -...


A few notes to the reader: This guide is intended to be used for informational purposes only. The author does not guarantee the effectiveness or applicability of any of the information contained herein. If you require specific business or legal advice, please contact a qualified professional. You may use material in this guide in your own publication as long as you include the following attribution: "By Steve Slaunwhite, Marketing Consultant & Author. Please visit Steve's website at www.CopywritingTrainingCenter.com for additional resources on the art and business of copywriting." © 2012 by Steve Slaunwhite. All rights reserved. Published by: Slaunwhite Communications Inc. 27 Cox Cr., Suite B Brampton ON L6X 3G8 905-846-2620 [email protected] www.CopywritingTrainingCenter.com


How to find copywriting clients

In their classic 1996 book, Successful Self-Employment, authors Paul and Sarah Edwards state, "You're never truly in business unless you have a client. Preferably, several clients!" I couldn't agree more. In order to thrive as a self-employed copywriter, business writer, speechwriter, or any other kind of commercial

writer, you need to have a system in place for landing good clients – consistently. That's what this workbook is all about. So please don't just scan these pages. Take the time to work through each of the eight steps. Do the suggested exercises. Take notes. Capture your ideas. Ideally, when you get to the end, you'll have a clearer roadmap to attracting your ideal clients and building your business. If you have any questions along the way, contact me at [email protected]. All the best,

Steve Slaunwhite Author, speaker & marketing consultant, Instructor on all things copywriting!


Step 1: Identify your ideal client When it comes to getting clients, many copywriters simply hang a shingle and hope for the best. That's a big mistake. In order to attract the kind of clients who are going to help you build a thriving freelance business, you need to get clear about who those people are. So... who are your ideal clients? Are they marketing managers of mid-sized companies in the healthcare industry; the target market you specialize in? Are they creative directors of local advertising agencies and design firms? Are they small business owners who provide executive and business coaching services? In the space below, take some time to explore who your ideal client is. Be as clear and specific as you can. If you have multiple options and can't decide, pick the type of ideal client who is most likely to be interested in working with you, based on your background and portfolio. _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 2: Find out how to reach them Once you have a clear picture of who your ideal client is, you need to figure out how to reach them. A good question to ask is: "Who is already speaking to these people?" If you're targeting fundraising executives of non-profits, for example, then there are likely dozens of consultants, bloggers and, of course, other freelancers who are also targeting that niche. You need to get to know these professionals. They could be an excellent source of referrals for you. Also, there are probably associations, publications, and online groups that are speaking to this audience. For example, most fundraising professionals belong to the Society For Fundraising Executives and read Fundraising Magazine. If you're lucky, there might even be a business directory or online resource where you can build a list of potential clients. If you're targeting ad agencies and design firms in your area, for example, then doing a search using YellowPages.com can generate a prospect list for you in seconds. Research your ideal clients and find out how best to reach them. Look for associations, business directories, publications (online and print), and LinkedIn® Groups, as well as other professionals and companies targeting these people. Write down your results in the space below. _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 3: Create a website that positions you as their go-to copywriter What do you do when you're considering hiring a professional, like an interior designer? Chances are, you visit that person's website to check them out. Copywriting clients do the same thing. When they learn about you and your services, they visit your website to pre-qualify you. If your site doesn't impress them, they likely won't call you. So your website must make an instant good impression and motivate prospects to call or email saying, "I'd like to talk to you about writing for us." What are the elements of an effective copywriter website? First, your website must look good. So don't go cheap on templates and design. Second, your website must demonstrate that you can do a great job on the client's project. Pay particular attention to your Home, Services, and Bio pages. Effectively communicate how your background, experience, samples, training, etc. make you the go-to copywriter for their needs. Finally, it must be well written. It's not just a website, it's also a portfolio sample! In the space below, do an audit of your website. Ask yourself: "If I were a client, with lots of other copywriters to choose from, would I call this person to discuss a potential project?" (If you don't have a website, get one up right away.) _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 4: Put together your "winning formula" marketing plan There are dozens of ways to promote yourself as a copywriter. But if you attempt to do them all, you're doomed to failure. What you need to do instead is select two or three marketing strategies that are easy for you to do and manage, and get consistently good results. Then get really, really, really good at those strategies! That's what I call your "winning formula". Say, for example, you're good at making calls and enjoy doing them. If so, that definitely should be part of your marketing plan. But for goodness sake, don't make calls if you hate doing them. You'll be miserable and will not get good results no matter how hard to try. Here are strategies that tend to work best for copywriters:

• Making calls, focused on introducing yourself and your services to prospective clients.

• Sending out personal, warm and inviting emails to prospective clients. (Personal emails, not mass emails.)

• Networking at meetings, conferences and other events attended by prospective clients.

• Building relationships with referral sources. (Consultants, designers, and others who are targeting the same niche as you.)

• Marketing letters. (Snail mail.) • Writing articles in publications – online and print – which target your

ideal clients. • Speaking at meetings and events on your topic of expertise (which, of

course, is copywriting.) • Search engine optimization and search engine advertising. • Networking on LinkedIn®. • Advertising in publications, print and online, that target your ideal

clients. • Using online marketplace services such as Elance.com and Guru.com.

(Toughest way to find good-paying clients.) On the next page, select two or three strategies that you suspect will work best for you, taking into account your skills and personality, as well as the characteristics of your target market.


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 5: Follow up. Follow up. Follow up. (Did I mention follow up?) There is an old saying in the sales field: The fortune is in the follow-up. To attract clients consistently, you must follow-up right away with prospects that show an interest in your services – and stay in touch with those who don't have a project for you now, but may in the future. When a prospect signs up for something on your website (such as your special report) or calls or emails enquiring about your services, respond right away. Send them an email the same day. Or, better still, try to get them on the phone. If a prospect shows an interest, but doesn't have a need for a copywriter at that particular moment, stay in touch. Invite them to sign up for your e-newsletter. Connect with them on LinkedIn. Send occasional, friendly, stay-in-touch emails. Your goal is to get and stay on the prospect's radar screen, so when they eventually do need the services of a good copywriter, they'll think of you. In the space below, describe how you're following up and staying in touch with prospects now. Then ask yourself: Can I do a better job of this? _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 6: Have project conversations that wow clients If you do the first five steps well, you're going to get calls from prospective clients who want to discuss a project with you. Congratulations. You're oh so close to landing a brand new client! But you're not quite there yet. How that project discussion goes will ultimately determine whether or not you get the job. If the client is impressed after speaking with you, then the project is all but yours. But the client is not so impressed... then you've lost not only that project, but any future opportunity to work with that client as well. Ouch! Relax. Sure, the stakes are high. But having a project conversation that wows a client is relatively easy. Here are a few tips:

• Have the conversation by phone or in person. Avoid trying to do this solely with email.

• Be friendly. Present yourself as the kind of professional who would be a pleasure to work with.

• Listen well. Show that you understand what the prospect has said, using sentences like, "So, if I understand you correctly, what you're trying to achieve with this press release is..."

• Contribute ideas and suggestions. For example, "I suggest we use the problem-solution-results model to write this product success story..."

• Be prepared in advance for questions you're likely to be asked. That way, you'll avoid seeming uncertain and be able to provide answers quickly and confidently.

• For in-person meetings, bring writing samples but don't show them unless asked.

• Be ready for the question, "How much will this cost?" If possible, provide a ballpark estimate.

In the space below, describe how you're going to improve your project discussions. (For example, "I will create a list of questions I'm likely to be asked and will rehearse good answers for each.") _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 7: Price your services for success You could do everything right, but lose the project because the price you quoted is too high – or even too low! How do you make sure your price is just right? One way is to create a fee schedule (for your use only) that shows approximately how much you charge for typical projects. For a product press release, for example, your fee schedule might say $400-$700. A fee schedule enables you to answer questions about pricing quickly and confidently. It also ensures you don't price a project too low, in a mistaken belief that will help you get the job. Your fee schedule will never be perfect. As you learn about the going rates for certain types of projects, and what your ideal clients like to pay for professional copywriting work, your fee schedule will evolve. There are many other ways to price and quote a project effectively to ensure you get the job and make good money, but having a fee schedule is perhaps the most important. In the space below, list the type of projects you're likely to handle as a copywriter. Then, using the best information you can, decide on a fee range for each project. (You can always update your prices later as you learn more.) _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Step 8: Give the client a gazillion reasons to work with you again. (And recommend you to others.) Sure, sometimes a new client will just fall on your lap. But more often than not, it takes a lot of work to get and attract a brand new client. So, when you do get one, you want to make sure they're so happy with you that they'll use your services again and again and recommend you to others. So how do you ensure the client has a wonderful experience working with you? Typically, clients are impressed with a copywriter who:

• Writes well. • Is up-to-date on the best practices of copywriting. • Provides good ideas and advice. • Is friendly and helpful. • Responds quickly to emails and phone calls. • Delivers copy drafts and revisions on time. • Doesn't use personal problems as an excuse. ("My kid has the flu so

I'm going to be two days late with the website copy.") • Has a "take the ball and run with it" attitude. Or, to use another cliché,

doesn't need to have his hand held throughout the project. • Acts like a consultant, not like a temp employee. • Cares about what the client is trying to achieve with the project.

In the space below, write down five ways you can improve the experience that clients have working with you. (Example: "I commit to always responding to client emails the same day.") _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


_____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


Time to take action So there you have it. Eight basic steps to getting copywriting clients. I hope this workbook has stimulated your thinking and pointed you in the right direction. You should now have at least a few new ideas for building your freelance business. But not much will happen until you start putting those ideas in action.

So pick one idea – just one – that you've learnt or developed while working through this workbook, and commit to implementing it this week. That will get you moving forward. If you'd like to explore how my courses or coaching program may be able to help, let's talk. Contact me to set up a quick phone call.

Steve Slaunwhite Author, speaker, marketing consultant Instructor on all things copywriting! 905-846-2620 www.SteveSlaunwhite.com www.CopywritingTrainingCenter.com A FEW RESOURCES THAT WILL HELP Training programs on copywriting, getting clients, pricing and quoting, etc. http://www.CopywritingTrainingCenter.com Special programs on business-to-business copywriting. (Via my friends at AWAI.) http://www.AWAIonline.com/b2b Private coaching and mentoring with Steve Slaunwhite http://www.copywritingtrainingcenter.com/coaching

how to find copywriting clients -...

Documents