Folks,

I'm absolutely brand-new to copywriting and have a quick question. After 31 cold calls, I've two decent leads and two that look iffy (God bless ReferenceUSA! What a wonderful database!).

When I send out my info packet, should I include a reply card, as Bly so strongly recommends? It seems to me that an e-mail would be just as convenient and would be faster. It also saves them postage.

What do you think?

P.S. I've pasted my phone script, which has prevented my needing to have a stiff drink before hopping onto the phones. It seems to be working all right, but does anyone have any suggestions to improve it? I've merged Bly's and Bowerman's ideas into what seems to be pretty good so far. I think I could improve it by adding something about a sale in September, perhaps 10% off my services to get some business rolling. Got two mortgages, baby! Gotta pay some bills, and being an adjunct professor ain't cutting it as well as I'd like!

Thanks all.

Alex Stiner

PHONE SCRIPT:

LIVE PERSON:

Hello, _________________, my name is Alex Stiner, and I’m a freelance copywriter. I’m calling to ask if you have a need to create marketing or technical materials, like newsletters, ads or brochures. Who is the best person to talk to about this? (This last question seems to be pretty effective in getting past the lower gatekeepers, for the most part.)
(When decision-maker is on phone
Hello, do you have a minute to spare?
(If not, ask when a good time to follow up is.)
Do you sometimes hire freelance writers for your copy needs?
What would it take for me to be considered for a project for you?

TRY TO MOVE TO FACE-TO-FACE.


V-MAIL:

Hello, _________, my name is Alex Stiner, and I’m a freelance copywriter. As I’m sure you know, bad communication is a killer in any business. For example, almost five million people switched wireless phone companies in 2004 because they were confused about company policies, according to RCR Wireless News. (If needed, I throw in a line about how their industry is different but the problem is the same across the board). My services can help you keep your customers and employees well-informed with clear, solid copy for ads, brochures, and newsletters. If you are interested in staying competitive, please e-mail XXXXXXXXXX today or call me at XXXXXXXXX. Thank you very much for your time and I look forward to your call.

I use a reply card, and it works very well. However, I also include my phone number and email address, and have a form online that they can fill out as well. So I give them multiple options, depending on their need.

However, Gary Halbert advocates having one contact method (usually phone) based on his testing results, so in the letter I generally ask them to return the reply card, or call me if they have an immediate project in mind, even though all my contact information is there for them to choose.

I've gotten a few calls, but 99% of them use the reply card. A few also do my survey online.

Hope that helps,

John

Personally I would give them "OPTIONS."

--------------------------------
Here's 4 Ways to Respond -- TODAY!

1) Pick up the phone and call me at 1-800-000-0000... this is the fastest way -- and I'll even pay for the call.
2) Complete this card and drop it in the mail.
3) Complete this card and FAX to 1-888-000-000 (toll free fax)
4) Email me a quick note to me@me.com

--------------------------------

Honestly, on my enrollments to my video subscription programs -- when we gave the choice -- FAX was the #1 response vehicle. It was fast... easy, etc.

Another note: If you're going to ask them to send in a card, be sure you get a BRM permit and pay for the postage. Otherwise, you're asking them to put a stamp on it... and that's one more delay.

Remember this...

"Delay is the death of the sale!"

Actually with respect to the BRM thing, back in the early 90's I read about some tests that were done between paying for the postage on the reply card and making the recipient affix their own stamp, and the response was about the same.

I didn't quite believe it, because I always thought BRM's were very convenient. So on my initial mailing of 300, I affixed stamps to half of the reply cards and the other half made the prospect pay for their postage.

Guess what? The 2 pulled nearly equally (if I recall correctly, the ones where I paid for the stamp pulled in 2 extra responses...this out of over 20 replies).

After that, I decided it wasn't worth it to pony up the extra postage expense.

Just what worked for me. You may get different results.

John

John,

That's good info...

It would depend on: 1) The Audience, 2) The Product/Service... especially what the sale is worth to you.

On the size "test" you had, it's probably not scientific enough for us to "argue" one way or another, but for me -- with a video program worth $1560... that's over $3000 with two additional responses.

Just something to think about...

Hi Alex,

Once they have your marketing packet, what are they requesting with the reply card? Is it to get a quote, or is it for even further information? (Just me being thick - but I don't quite get the picture at the moment).

Re: reply methods -
some people don't like to phone because
(a) it takes up time and requires conscious effort
(b) they are "shy" and prefer a more anonymous method of expressing interest (they're scared that they'll get a sales pitch when they call)

Some people will find it a hassle to send an email - because they've got to type your email address in etc. There's a break in the "chain" moving from a letter they've opened to the computer.

Some people don't like walking to the post box, or, if they're anything like me, they keep forgetting to post things.

Personally, I feel quite irritated when someone is marketing to me and then expects me to pay the postage.

It seems to me, that because everyone is different and prefers different media, plus are at different stages in the buying process, that you should give them a range of choices.

Jane

I agree with JP, that giving them several options (as long as you don't leave wiggle room for delaying) is the best bet.

My only question is... Why are you cold calling in the first place?

You're a COPYWRITER!

You are OTHER businesses CURE to cold calling...

Write a sales letter, selling your services. Send it out and then, if you must, follow up with a phone call (done right you'll get enough response from your sales letter that THEY are calling YOU) simply ask "Did you receive the letter I sent?"

I don't know... Maybe it's just me, but personally I think cold calling sucks! I hate it and I refuse to do it.

But following up on information that you mailed, particularly if you tell the prospective client that you will be calling them, in your copy, is much more effective than dialing for dollars.

Preferably, you should gear all of your marketing to have the clients calling YOU. Not the other way around.

Eric

Eric... Beautifully said!

Eric,

I agree with you that I shouldn't be calling. I didn't mention it in the first post, but I figure DM will cost several hundred dollars that I don't have right now. Like I said, I'm brand new, and I have two kids and a part-time professorial position. I'm tired of it! Too much stress financially! To do a proper marketing job, I would have to direct mail, and it would yield better results, undoubtedly.

But I have to cold call right now because it's free! Plus, it'll give me a good reminder later on of how much easier it has become by then. I can always open up my Excel cold call file and say, "Man, thank God I don't have to do THAT again."

Thanks for all the tips, folks.

Alex Stiner

Cold calling isn't free if you have a value for your time. Also, it's one to one marketing rather than one to many, so less efficient than other forms of marketing.

Just my 2c.

Jane