My #1 Strategy For Getting Copywriting Clients

I want to share with you my #1 method for getting copywriting clients. It’s a method a small number of “newbies” utilize and it could be a gamechanger for you.

Ready?

It’s going to live events.

Now I’m not talking about free events…or events where you can pay a $97 deposit and get your money back 4-5 weeks later. I’m talking about events where you have to pay at least $500 or so to attend.

Here’s why: events are where you get to “press the flesh” and meet people. Most people who go to events are serious about their niche or profession—to the point that they’re willing to invest money and time to grow.

And as a copywriter, these are the best people to do business with. This also applies to any other niche as well.

I’ve probably attended 15 events in my 3 years as a freelance copywriter. And I’ve probably made whatever money I spent on travel/hotel/food/registration at least 10x over and over again. Here are some examples:

  • One client I met at a conference hired me for a retainer that has brought in at least $120,000 worth of copywriting work during the past 2 years.
  • And a chance “run-in” at the elevator in the hotel lobby led to a $12,000 project for one of the largest direct mail publishers in the country.
  • Also, a referral from someone I met at a seminar last year led to a $17,400 copywriting gig I completed in a couple weeks.

I probably credit 90% of my income to meeting people at seminars. Here are several tips that’ll allow you to get the most out of live events.

–Go to events where registration is $500 or above. In general, the more expensive the seminar, the more qualified the prospects. I’m going to a weeklong event in June that cost $10,000, but I know I’ll get that investment back in social capital/clients/networking. I’m not saying free events are a waste of time, as I’ve met several solid clients at free events.

–Don’t go to events just to get work. It’s hard to explain: potential clients can almost smell the desperation when you attend just to get work. Just take it easy and make getting to know people and learning about your niche the #1 goal when going to an event.

–Sit in different areas of the seminar.  It gives you a chance to get to know more people.

–Make it all about the other person. Almost every copywriting gig has come from the other person inquiring what I do for a living. And when I tell them, they tell me, “Hey, I’m looking for a copywriter!” In other words, keep the focus on the other person. Some questions I like to ask is, “What do you do?” and “Is this your first (insert seminar)?” Keep it simple.

–Don’t get dismayed if the other person doesn’t mention that they have work. Remember, you are building relationships. One client I met at the GKIC SuperConference 2 years ago will more than likely hire me for a project in the next month or so. You never know when the work will come.

–Don’t be one of those people that shows up at the seminar to accost participants during breaks—without registering for the seminar yourself. Some people will show up at seminars and hang out in the lobby, outside the ballroom doors, etc. without registering themselves. This makes you look cheap. C’mon, at least buy a ticket to the event!

–Make sure the event attendees consist of your target audience. Most of the copy I write is for small business owners and entrepreneurs. So I make sure the events I attend contains this clientele.

–Don’t badger the “gurus.” They get hounded by everyone and their dog at seminars. Unless you happen to run into them at a networking event, stick with the people who are sitting in the audience. It depends on how accessible the “gurus” or speakers are at certain live events.

Another thing: you don’t have to be a copywriter to benefit from LIVE events. Getting to know people in your industry for networking, sharing resources, and even finding potential business partners happens with lightning speed when you attend live events.

If this was helpful to you, please leave a comment below:

Kevin

The Most Important Copywriting Secret I’ve EVER Revealed!

In this post I’m going to reveal to you where most copywriters and marketers fall short when it comes to writing copy.  And that’s this:

Telling what their product or service is going to DO for them!

Nobody purchases a “make money online” course just to make money online.  Money is just a stack of paper.  What they’re really buying is what the money is going to DO for them.

It’s all about the benefits.  What money is going to DO for them.  For example, having more money is going to allow the prospect to pay the bills.  To get rid of debt.  To take care of that car payment.

Money will also give them more freedom.  If you have $2 million dollars in the bank it will absolve a lot of stress and the actions you would take in life would be a lot different than if you were $40,000 in debt.

See where this is going?  It’s very important to illustrate the benefits of your product/service.   And here’s how I do it:

I use “word pictures” in my copy.   You don’t want to TELL them how they’re going to benefit, you want to SHOW them.  I was rewriting an existing sales letter last week and the previous copywriter just TOLD then what they’re going to experience when they go to a particular seminar:

“You’re going to experience a lot of certainty and autonomy in your business.”

Blah.   That’s OK, but it’s better to say something like this:

“Imagine being able to predict how many clients you’ll be able to attract 6-12 months from now—instead of waking up at 2 in the morning with a cold sweat…wondering how you’re going to make payroll next month?” 

See how this is much more compelling?  I’m SHOWING them the benefits of the product…instead of TELLING them.

Here’s another little secret: Very often people don’t want to make money just to make money.  Perhaps they want to annihilate a competitor…or perhaps they want to show up that in-law they see every Thanksgiving who secretly wants them to fail.

I was at an Unleash Your Power Within seminar last weekend (Tony Robbins seminar) and a member of Tony’s team was pitching their Business Mastery course. He didn’t just talk about “making more money”…he talked about having the ability to take care of their family and to NOT spend time working 18 hours per day at a computer.    This was very effective and pulled at the heartstrings at males in the audience.

Here’s another example: Dave Dee of GKIC was pitching the Ultimate Lead Generation Machine last fall in front of 1000+ people on a Google Hangout.  He talked about the usual benefits of the course: more leads, more business, and more sales.  But orders literally started pouring in when he said the following (paraphrasing):

“Imagine what it will be like to take your kids to the soccer team, go on a night out with your spouse, or hang out with friends and be “mentally present”…and NOT worry about your business?” 

So think about how your prospect is going to benefit from your product/service the next time you write a piece of copy.  Never assume the prospect will “get it” or “figure it out” for themselves—you have to SHOW them how they’re going to benefit.

Doing this will put you head and shoulders over your competition and other copywriters.

Take care,

Kevin Hill