Hello, guys!
One more question, before I take a break from this forum.
Couldn't help asking.

Many of you maintain that there is tons of work out there for copywriters.
Interestingly, I have noticed that the same people turn around and say that we are not being taken seriously, because writing is a soft skill and very few appreciate the virtue of effective copywriting.

Another point of contention: It is much easier to develop relationships and get work from small businesses. The barriers to entry are considerably lower. Bigger companies and corporations look for very specific skills and get solicited by many other writers. Some well-known gurus suggest that there is unlimited potential out there with small businesses. They usually need more than writing, making it even more interesting and challenging to work with them. But many of you here claim that it's better to stay away from small fish and go after whales and dolphins.

Angie

I stay strictly online and find that copywriters, for the most part, ARE appreciated.

Please show me that claim because I haven't seen it and I read this board everyday. What I've seen them say is stay away from ALL fish and do your own fishing, meaning sell your own products. I've pretty much converted to that religion myself.

1. Some folks selling copywriting education may overstate the hoards of businesses just waiting for a good copywriter to walk in the door who they can start throwing money at.

2. There is great copy work out there, but not until the prospects are educated to it. Especially in the smaller business. They don't have "copy" problems. They are not laying in bed at night thinking, "If only a world-class, results-focused, kick-@ss copywriter would cold call me tomorrow – my business would be saved!"

They are thinking about problems: cash-flow, profits, making payroll, taxes due, the competitor who just opened at a better location and sucked his traffic away, how much he hates running the details of the business but can't afford to pay anyone, etc.

Your task is to meet him/her at one of those problems, walk them through to a solution that would solve one of those problems using copy, and then, and only then, is he ready for a copywriter.

If you are good at that, you'll have all the copy jobs you can handle.

3. The people that are looking for world-class copywriters have already been educated to value copy. They have a very strict standard for who they are going to hire. They will hire the absolute best they can within their budget.

In these cases, Merry Christmas, because your competitors are John Carlton, Peter Stone, Michel Fortin, Brian Keith Voiles, et al.

Principle: It's easier to jump on a moving train than push starting one.

There are a ton of businesses out there that are already sold on the idea of paying money for advertising as a possible solution to their traffic and cash flow and profit problems. Many are dissatisfied with the results they are getting.

Target them.

Its a short step from running advertising to needing results producing copy. They are already spending money. You don't have to sell them on doing "something new".

Often your competition for these jobs isn't an over-protective ad agency or a world class copywriter, it's the space or yellow page or radio salesperson.

And you can beat them up with an arm tied behind your back.

It just takes a few wins at this level and you have the confidence step into the more competitive arena.

I should also note that it's a known fact that the world-class copywriters don't go out into the middle of the dusty street and call each other out in copy gun fights. They actually try to avoid each other.

You should avoid them as well until your copy quick draw is as smooth and accurate as ole Billy the Kid's.

Where did you get the dolphins from?

Did you meen black/blue marlin's maybe?

Peace
Peace

Very good reply Trebor.


I think it all comes down to the prospecting for clients.


Prospecting at the beginning is a full-time job in itself. To think anyone can send out a 100 letters or call 20 potential clients and expect that to jump-start a copywriting career is ludicrous. It takes time, money and effort. Your prospecting needs to be developed into a repeatable, workable, managable system.

And you're not just prospecting for clients you want but you need to do it in a way that eliminates the ones you don't want.

wrong...back in 97.

Anyhow. This is my observation of your struggles and other's on this forum.

It seems Angie that you and many others have bought the magic of copywriting, hook, line and sinker (since we're in the fishing mode here).

What I mean is that there are a lot of people making money off of copywriting HOW TO. Fine.

I've spent my own fortune learning too. Nothing wrong with that.

BUT, here is where YOU are going wrong with your approach. And do correct me if I'm wrong, OK?

You feel you are ready to sell your copywriting services for the "big bux".

You've gotten mixed messages from people that basically say:

1) The small business is a tough nut to crack.
2) Contact the small businesses if you don't have a good portfolio.
3) Big Whales ONLY work with established copywriters (not true, but you have to talk to the right person at the right time).

OR something along those lines, right?

HERE is where the mistakes are being made.

YOU and many others here that are trying to drum up business for your copywriting services are...

approaching BUSINESSES. Why is that wrong?

A good copywriter, a working copywriter, a copywriter that actually does get paid and has clients and gets some of that work out there...

writes for ONE person. Again, I could be wrong.

Angie, you and others have asked about sending a direct mail piece of some kind to businesses. You believe the hype.

Try this instead. Get a contacts influential, or Criss Cross or whatever your public library has that lists the small businesses in your area along with information about who works there. How big they are. How many employees.

THEN, you write your offer letter to that ONE person.

NOT,

Dear Marketing Manager of XYZ corp. I'm a great copywriter. I can make you oodles of money. Big BAGS of fungolas iffin you hire me. I can do this, and I can do that...etc. etc.

BUT, if you were to,

Dear Susan,

Your tea room is fantastic. It has that wonderful Art Deco feel and we just feel like we're visting an old friend everytime we come in.

It was distressful to read in the Hudson Times that you are about to close your doors because of lack of business. Please don't do that.

There must be a way to keep your tea shop open. I'll call you tomorrow, and if that is not a good time to talk, perhaps we can have lunch in the next couple of days (my treat).

I do have some ideas that you may or may not be interested in, but it will only be a few minutes of your time and you have to eat anyhow, so let me treat you to one of those delicious pannini's you're known for.

Sincerely,

Janet Copywriter.

SEE? You want to send an AD to businesses (from your posts).

What you really need to do is to send a PERSONAL and IMPORTANT communique, whatever form it takes...

to a PERSON.

A person with needs and wants. A PERSON with desires. A person who surely wants more business, but is resistant to all the SALESPEOPLE, all the advertising and the dreaded "Account" reps from TV, radio, newspapers, coupon books, direct mailers...you get the pic.

When you sit down and write a letter to a SPECIFIC person. And you've taken the time to understand what they do...and you've done your due diligence and homework...and you put yourself in their shoes...and you know what they WANT...

THEN, and in my opinion, only then, will you be able to compose a promotion that will get this PERSON's;

attention
interest

AND if you can write compelling copy;

desire, conclusion, ACTION and the one that everyone leaves off...the most important one....

SATISFACTION. AIDCAS. You've heard it 1001 times.

So while you are taking a break from the forum, sit down and write 10 different letters to small businesses you've read about in the weekly or daily newspaper, businesses you think you can help.

Find out who the owner, or manager, or decision maker is...and write them a letter offering your help. If you get even ONE response, then send a version of that letter to 10 more people until you have something that is getting you a response.

Good luck.

Gordon Jay (Mr. Fly Low- Collect Dough) Alexander

PS. Your TARGET is a person. NOT a business. NOT a company or corporation. Change your thinking and start influencing PEOPLE.

I think Angie is referring to the various threads where it's been stated that a visible number of businesses (especially those with less than 20 employees and net profit less than $500,000) put a low priority on marketing and should be avoided.

I have had success with some small businesses, but quite honestly, most of them are a headache.

There is a repeated message on this board to develop your own product and write for yourself. So maybe that is where Angie is getting this from.

I got started because of Peter Bowerman and Bob Bly, both of whom explicitly said that there is a gold mine of businesses out there in need of copy but don't know how to find it.

I bought into that pipe dream until reality slapped me around some.

I've woken up and am adapting accordingly. You either adapt or quit. imo.

I think Angie is referring to the various threads where it's been stated that a visible number of businesses (especially those with less than 20 employees and net profit less than $500,000) put a low priority on marketing and should be avoided.

IF anyone can provide an unbiased study that proves this, I'd like to see it. What I have seen is ancedotal and experiential...and I know of very few business owners that put a low priority on PROFITS.

I have had success with some small businesses, but quite honestly, most of them are a headache.

Yes this has been YOUR experience. So you don't do small businesses now? And did you piggyback your successes or was it, in your opinion, just not worth the headaches?

There is a repeated message on this board to develop your own product and write for yourself. So maybe that is where Angie is getting this from.

That's due to the nature of this board, and writing for yourself is certainly ONE way to make your copywriting skills pay off.

I got started because of Peter Bowerman and Bob Bly, both of whom explicitly said that there is a gold mine of businesses out there in need of copy but don't know how to find it.

Both these guys are typical of the people selling HOW TO information. They leave out a lot of details...NOT all leave things out. But many do leave out the how to get work part of it.

I bought into that pipe dream until reality slapped me around some.

I've woken up and am adapting accordingly. You either adapt or quit. imo.

HOW have you adapted? Are you now earning a living as a working copywriter? What did you do that Angie might do to get her started?




Suzanne,

Thanks for your reply. Mr. Subtle (NOT) hit it on the head...IF you are ready to sell your copywriting services...why is there a struggle in finding clients? Write a compelling piece of copy that SELLS you. IF you can't do that, maybe you aren't ready?

The first sale a noob has to make is herself to the client.

Why were your experiences with small businesses such a HEADACHE?

What adjustments have you made? I'm pointing out to Angie and others, others who have bought the courses and want to write copy for a living...that the REALITY you came across, is vastly different from what the gurus say it is.

Perhaps there will be future readers that will THINK this whole thing through...and find that writing copy...especially direct response copy...is NOT as easy as they (the gurus) make it out to be. IF you can really do it, they (the clients) really do find you.

But a beginner has to begin somewhere, right? And Angie is ready to stop receiving INPUT from this forum or anywhere...for now...until she goes out like you did and has reality slap her around a little.

The slaps will have less sting when you KNOW how you can help a PERSON and you tell that PERSON in writing.

gjabiz

Hi Gordon,

Are you the same Gordon who also posts at Seeds of Wisdom? If so, hi I've posted there in the past and have emailed you once - nice to see you on the board.

On topic:

Small business is definitely the way to go. Copywriting is also about Marketing. Combine the two with business strategy and you're in the business of building business and making money.

If you've mastered this, you can work on different high-potential companies and grow them sky-high for a fee and a slice of the pie.

IF you've mastered this, and not many have, you can write your own ticket. That's what the copywriting dream (at least to me) is all about.