No-Holds-Barred Conversation with Dan Lok - Part 1
Question: 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.'
Question: What's an easy way to deal with lingering doubts and questions about an offer with the best ways to create urgency and compel people to act now?
As any good copywriter or marketer will tell you, overcoming resistance is essential to closing a sale. And as any successful copywriter or marketer may keep secret, there are essentially 5 foolproof ways to create a sense of urgency.
1) Limited Time
Time waits for no man, and neither should your offer. Set a time limit to send a clear message that says, 'You must act NOW.' Be sure to state a very specific deadline. Dont say 'This offer will expire soon.'
Do say, 'This offer will expire on July 20, 2004' or 'This offer will expire at midnight on June 12th' or 'This offer will expire in 10 days.' I think you know what I mean.
2) Limited Quantity
What do diamonds, vintage wine, and a triple-play in baseball have in common? They're valuable because they exist in limited quantity. Give your 'Widget' the same value by advertising that only a limited number of these Widgets were produced. Or say that only a limited number of these Widgets will be sold.
Again, be very specific. The above example should really read: 'Only 341 of these Widgets will be sold at this special 38%-off discount price.'
For a double-whammy, add a little financial incentive to your limited quantity offer: 'Only a limited number of these Widgets will be sold at THIS special price' or 'Only a limited number of these FREE BONUES will be given out.'
People want to feel special and like they're getting something that other people aren't. Thats why the 'golf club members only' deal work so well...
I've got an ego, you've got an ego, and you can bet your sales message that your prospect has an ego. Appeal to it with offers that say, 'This deal is ONLY for action takers.' and 'This deal is ONLY for successful people.'
People like things that are popular and they trust what other people like... even if they don't know those people. It's the reason that restaurateurs always put customers in the front windows...you don't want a prospective diner looking in on a bunch of empty seats...
People like to be part of the 'popular crowd' and they also don't want to experience the pain of being on the outside looking in. So stir up the pain and remind your visitors what they will miss out or lose if they dont act now.
These two tactics are a one-two punch that will knock consumers right out of their lethargy and right into your offer.
About The Author
Dan Lok is the World's First Quick-Turn Marketer, with a proven track record of selling over $17.3 million dollars of merchandise and services. He's the rebel copywriter who's created hundreds of money-making ads and sales letter for over 39 different industries. Go to: askdanaquestion.com.
Advice for Copywriters: How to Win the Freelance Bidding War
Are you a freelance copywriter working from home? If so, you've probably been on the project bidding war sites, like elance.com.
Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket
Perhaps the most important benefit in the material that follows is its ability to provide you with the necessary concepts and constructs which are critical for becomingsuccessful by utilizing many of the high-tech, high-touch capabilities offered by the use of online marketing. Building your home business "Internet-Style" is not only exciting and challenging, it can also be very beneficial in more ways than can be imagined.
8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)
Effective headlines make all the difference in whether your prospect reads your marketing materials or simply tosses them to the side. You don't even have a chance for a sale if the audience won't read what you write.
How Writing Radio Can Help You Become a Better Writer
Knowing how to write, and write well, is a skill that will come in handy in all sorts of situations. And if you combine good writing skills with the persuasive selling tactics found in, say, copywriting, you'll be that much more ahead of your competition.
How To Find A Copywriting School
Have you heard the good things about the field of copywriting? If you have, then you know that a qualified copywriter is an invaluable asset to those looking for them. Becoming this asset means going to a copywriting school.
How To Ethically Use A Swipe File For Your Ad Copy
Did you ever wish you could afford to hire one of those professional copy writers who charge $5000 or more to write a simple sales letter? Or worse, have you laid down your hard-earned cash for a self-proclaimed "professional" writer, and gotten back something your 3rd grader could have written?If you spend countless hours staring at a blank page trying to come up with compelling ad copy for that "killer" sales letter (you know, the one that's going to make you rich beyond your wildest dreams?)..
How Ghost Writing Articles And Booklets Can Earn You Big Money!
Do you want to make $5000, $10,000 or more every month as a freelancer? Does your current published materials earn you that much or are you still struggling looking for new jobs every month? Well, ghost writing articles and books for businesses could earn you a lot of money and end your painful quest for writing jobs.Making money as a freelance writer can be tough especially for newbies with no samples or prior experience.
Your USP is Useless
One of the keys to writing good marketing copy is to differentiate your product or service from the competition with an effective selling point. And it is on precisely this element that many otherwise competent writers flounder and flop - and so does their copy.
Copywriting Secrets Of Indias Mystics
Hi everyone,Been ruminating on this one for a little while now but it's probably one of the most profound discoveries of my life. It all began with a little book about music and it's had such a deep influence on my copywriting and small business, indeed my whole outlook on life, I'd like to share it with you all now.
5 Deadly Copywriting Mistakes That Kill Sales
Chances are that you are making many, if not all, of these 5 copywriting mistakes. I call them "deadly" because theyre killing your sales and your profits.
Fundraising Letters: Where To Find Creative Ideas For Your Appeals
How do you make your fundraising letters creative and fresh year after year when your needs don't change all that much? I am not talking about new initiatives. I'm talking about the programs that you run year after year.
Give Me $1 And Ill Have A Powerful Marketing Weapon
One of my most powerful marketing weapons costs me less than $1. I buy it once and it lasts me a lifetime.
Dont Forget The Copywriting
Copywriting And Content CreationOne of the most important, but often overlooked aspects of marketing is copywriting. Businesses afford much attention, time and money, on graphics, mail formats and all of the website bells and whistles.
Does Your Copy Look Fake To the Search Engines?
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text.
Writing Effective Sales Copy
Whether you run a home-based business or Microsoft, one thing is always true: products do not sell themselves. So what makes customers buy? Words.
Cause and Effect
"Shallow men believe in luck. Strong men believe in cause and effect.
Deciding What Voice to Use in Copy
You have to choose a character or an angle that you, the copywriter plays. Copy is interactive.
Promote Your Business and Get Paid for Doing It!
How can you gain credibility and exposure for you and your business, reach a motivated audience, develop a far-flung network, hone your presentation skills -- and get paid to do it?Many writers, artists, speakers and entrepreneurs have found an answer: they teach classes in adult education programs.Adult education is big business.
Tech-writers: A Necessary Evil
New to tech-writing, or thinking about starting? The key to success is recognising that tech-writers are a necessary evil.Tech-writers are necessary because someone has to write the user doco.
Freelance Writers: Double Your Income
Freelance writers are a strange group of people when it comes to running their own businesses.They are outspoken and enthusiastic while selling their clients' products and services, but are hopelessly shy and reticent about blowing their own horns.
|home | site map|