http://www.cnn.com/2009/LIVING/worklife/01/14/freelance.nation/index.html?eref=rss_topstories

Hmmm…we knew that.
Thanks Mr. Bowerman!

Robin Halcomb

Excellent assessment.

Your best tools are your ears, and your pen/word processor

But one more thing…

It’s also the “tone” you set for yourself when you are talking to potential clients…be a business owner when talking with them…they don’t get to talk shop that much. When you talk to them business owner to business owner…they respond much more differently than if you approach as a marketer, or a copywriter “selling them something”.

Great comments…let’s have some more!

I love this stuff.

I made this mistake in one of my earliest attempts with copywriting. My client wasn’t really clear on what she wanted, so I took it upon myself to decide for her. I was so eager to help her business succeed, I drafted a whole marking plan in my head. After about a month of back-and-forth and failed drafts, we both walked away frustrated: me with a kill fee and her without any workable copy.

This experience taught me a valuable lesson: listen, listen and then listen some more. Even if you think you know what the client needs, always find out what they want first. It takes asking the right questions and sometimes a little prodding, but at least you’ll give them what they really want. You can use your expertise to accomplish their goals (not yours). One project won’t accomplish all of their marketing needs. Even longer campaigns require more listening and reevaluation.

Thanks, Joesph, for reminding me that my best tools as a copywriter are my ears and not my mouth.

Michael

It’s a great feeling to go from being perceived as the “help” to something a lot more valuable. Just underscores what clients are looking for and what they’ll reward. I’ve got a client like that now, a guy with several businesses. Right now, ostensibly, I’m doing a brochure for a new business of his right now, but he truly wants to know what I think about a lot of side issues and I can see, very clearly, how much value I’m bringing to him – AND his business. That’s when the business can’t really get fun – and profitable. Hope it turns into a big one for you. Just make sure you’re proceeding with clear objectives and with roles and FEES well defined.

PB

I had a meeting last week with a firm launching a new product which has been 8 years in development and is very cutting edge in their industry. Someone else had referred me to them as a person who could write an article or two and help them get some media exposure. When the meeting started (with a director level executive involved with the product development), I think I was respectfully viewed as a “writing resource.” After spending a good portion of the one hour meeting asking – and listening, regarding the product, their relationship with it, their proposed direction/goals, where it is in development, etc…and asking about their overall business (and industry in which I have not previously worked), I did not come away with an assignment for said articles. Instead, we are having a follow up meeting with the VP of sales and mktg. to discuss broader strategy and determine some priorities for how to proceed. I’m reasonably sure I’ve begun the process to become a “partner” in their overall marketing efforts. A lot more fun, and more likely to provide a stream of work over time.

slr

Then, that opens doors to repeat business as well…easily…as you become a “part of their business” rather than just a “one-shot” copywriter.

Don’t be fooled by what appears to be the simplicity of what Joseph is saying here. A lot of lessons here, not the least of which is that when you focus on the needs of the client (benefits) as opposed to what YOU offer (writing services), you’re going to get a more receptive audience. Asking a client what they want to accomplish, what keeps them up at night, and where they envision taking their business opens the door to being a partner, not just a vendor…

It also underscores that, not only DON’T you have to be a slick salesperson (with all the baggage that accompanies the term) to succeed in this business, but that doing so will ensure you DON’T succeed. Rather, you’re simply matching your skills to a client’s needs (which is what true “sales” in ANY arena has always been about, despite the bad press to the contrary, earned by the bad players), and the client-focused conversation you have with them uncovers how you can indeed mesh the two.

And great point, Craig. As solo practitioners, we can be much more nimble than a big company can, and can quickly evolve our approach as circumstances dictate.

PB

You’re absolutely right…we have the flexibility to simply change our marketing message, without the red tape associated with it in larger companies.

We can move, and fast

Thanks for the contribution.

Joseph Ratliff