"Gadzooks! You've Got A Business..."

First, let me congratulate Clayton Makepeace on his new website. It's a beauty and my congratulations extend to Troy White, Daniel Levis, Julie 'Git 'er Done' McManus, David Dittman, John Newtson, Anthony Flores and everyone at the party. Click here to pay 'em a visit.

Next, let me work back to a couple of posts past, so we can pick up from where we left off...

You are in the process of describing your business -- yes? Good!

You may have noticed a number of internal voices telling you you can't do the business for various reasons. They'll make comments on your copy, tell you you have to be perfect before you go 'on stage', tell you you need some nondescript missing piece of some imaginary puzzle based on a fictitious hierarchy of bogus criteria ...

Feh.

You did do the exercise on classifying thoughts as originating from fear or love, then releasing them, didn't you? Good.

And you have been describing, in detail, the business of your dreams, right?

Good, then we're ready to pop this baby into reality.

Here are a few ideas. Change them. Make them your own. Throw them away. Write back and comment on how you think they should be done or improved.

Before I had a website, prior to any copywriting forums, I would get clients by rewriting a slug of their copy and emailing it to them. That's it! That's the entire idea that kept me in business.

They would write back and tell me I was arrogant, annoying and blah, blah, blah.

I would write back and pitch them:

"I'm so sorry you took offense. I really like (three points about the site) and thought I could contribute some clarity to a couple of paragraphs ...".

Ok, so please do not simply tell me the idea is outmoded. Tell me how to improve the idea and give me your comments on how to make it work ... please.

I haven't tried this route, but here's a variation:

Set up an affiliate relationship with a major client and start banging off sales for them.

Plant a seed: "Just so you know ... I look at this as a beginning. You've got (three things) going for you. If your products perform as I think they will, are you open to working on more projects together?"

Once you have their attention, it's reasonable to think they'll make you an offer. "We have this other product that could use a boost...". "Yes", you'll answer, "here are the terms and conditions..." (From you dream business description that you've been feverishly writing on paper).

This circumnavigates all the challenges of pitching someone on paying you upwards of $10,000 on a first effort.

It's a work-around from the need of becoming an accomplished negotiator.

What many copywriters don't seem to consider is the front-end fee may be the smallest portion of money involved with taking on a new writer.

So the challenge lies in erasing doubt, tipping the risk/reward equation, inherent in the transaction, in your favor.

Once you're proven, instead of asking someone to take a risk on you, you'll have convinced them that their relationship with you will pay off with some certainty. Instead of seeing you as Mr. Risk, they'll equate you with paying dimes for dollars.

And that's an offer they can't refuse.

--Peter

Comments

[Julie McManus]

As always excellent advice Peter. One that can be massaged for any kind of consulting business. My advice: Heed this man's words he knows of that which he speaks.

Thanks as always for the mention. You never cease to crack me up! :)

Hope you're doing okay on this sad day - 4/10. My condolences on the loss of a good friend.

All my best,
Julie McManus

[Copywriter, Peter Stone]

Hi Julie,

Thanks for your comments.

Off topic: After feeling teased by a few beautiful days, now snow in the forcast, I'm antsy for spring to settle in. The fish are getting lonely, I fear.

Again, it's good to hear from you, Julie.

--Peter

[Copywriter, Peter Stone]

Thank you Julie, for your condolences.

David Garfinkel just called me with the news.

--Peter