Copyright © 2006 Quick Turn Marketing International, Ltd.
Question: Dan, if you were starting out and had no references or a substantial resume, how would you go about finding paying customers for your services?
To answer your question, I'll assume you're a junior copywriter or marketing consultant.
When I first started out and didn't know a soul, I'd open the yellow pages and cold-call the business owners. I'd go to networking events and try to get business. (Sucks!)
Sometimes I'd do a little 'switchcraft' and call the companies who sent me direct mail letters.
Before I had a track record, I wrote a lot on a results-oriented basis. This is also know as a 'sink
or swim' or 'thrive or starve' approach.
I'd write an ad or sales letter for a client, with the guarantee that if the ad didn't work, I didn't get paid. If the ad did work, I'd receive a flat fee.
Once I'd proven myself as a credible, conversion-oriented copywriter, I switched to requesting compensation based on a percentage of the sales.
Ultimately, I changed to a flat fee, plus a percentage.
It wasn't easy. It's a good thing that 'thin is in' because I've been through a lot of lean and hungry months. I got ripped off so many times I can't even count them. Understand... I'm not saying this is what you should do, but that's what I DID.
In the beginning, you have to be pretty much shameless and willing to check your ego at the door.
Be prepared to take on any kind of job for any kind of price.
You want to make yourself damn busy. You want the law of supply and demand to work in your favor.
Your goal is to build up a portfolio of satisfied clients as quickly as humanly possible.
If it soothes your wounded ego, think of the process as 'earning as you're learning.' By taking a wide variety of jobs, you'll not only hone your skills a hell a lot faster, you'll also build up a reputation as someone who's 'earned his chops.'
And don't forget to collect testimonials.
Success breeds success.
Ultimately, just like me, when you're in demand, you'll be able to name your own price and do business on your own terms. If a prospect has a problem with how much you charge, you don't need to have a problem with them.
All you have to say is, NEXT!'
Don't worry, if you're good at what you do, you don't have to 'settle for less.' (If you're not good at what you do, and aren't striving to make yourself better, you have no business being in business.)
Here's another plus about providing good value: your clients will tell other people about you. You won't have to go looking for clients; clients will come looking for you. That's the position you want to be in…at the head of the 'receiving line,' picking and choosing your clients.
Your skills are in demand. The business world needs good copywriters. And good copywriters are rare. So the pro's in this profession are always in high demand.
As a marketing consultant or copywriter, you're better off if you don't have to engage in actively persuading prospects to hire you. You're in a much more powerful position, of course, if they come to you.
An excellent way to make yourself the 'go-to' writer that everyone wants is to establish yourself as an expert. Writing a book, creating a website and speaking at events are all excellent ways to gain a reputation as 'Miss Information' or 'Mr. Know-It-All.'
Dan Lok
= = = = = = = = = = = = = = = = = = = = = =
A former college dropout, Dan Lok transformed himself from a grocery bagger in a local supermarket to a multi-millionaire. Today, Dan is one of the most sought-after business mentors on the Web, as well as a best-selling author. His reputation includes his title as the World's #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
www.WebsiteConversionExpert.com
