Men With Pens recently ran a guest post about dating rules you can apply to client prospecting. Considering I’ve inadvertently won over a commercial writing client while on a first date, I found the post pretty funny.
This has actually happened to me not once, but twice.
Dating your clients?
To clear up any confusion, I don’t make it a habit to go on a date and pitch my freelance copywriting business as a solution to a host of marketing problems. Before we went out, I had no clue if this guy was a potential client. There are certainly more effective ways to find new clients than blurring the lines between business and pleasure.
So how did it happen? It started out like a typical dinner date. Inevitably we graduated from small talk to discussing what each of us does for a living.
People tend to assume I’m either a novelist or someone who helps file for copyright protection, so I’ve become accustomed to explaining what a copywriter does, and how businesses benefit from strong, persuasive copy. We discussed everything from what I write and why to what I hope to achieve by being in business for myself.
Two days after our date, he hired me to write a press release.
Passion is essential, in dating and in business.
I would have considered this a one-off until it happened a second time. Then I noticed the pattern – I was winning these guys over because I wasn’t in sales mode. I was simply talking about something I love doing. I obsess about finding the right words and expressing concepts clearly, and that shines through when I talk about my commercial freelancing business in a setting where there’s no pressure to land a sale.
Luckily for me, each of the guys I dated runs his own business and understands the value of good writing.
After they expressed interest in my copywriting services, I tried to help out where I could. I offered to give their sites once-overs and suggested minor tweaks that could improve the language of their offerings. This showed my dates my value as a business writer and ultimately led to them hiring me.
Instead of trying to convert prospects into clients, I’m just telling people about something I love. In a nutshell, I’ve become more adept at marketing myself because I no longer see it as obnoxious self-promotion.
Be comfortable pitching, even off the clock.
The lesson in all this is NOT how to perfect the art of picking up clients on the dating scene. It’s in realizing how you talk about yourself to others in different situations.
I don’t consciously separate my business contacts from my personal contacts anymore. I’ve discovered that mindset forces you to mentally divide people into prospects and off-limits. Pre-emptively determining someone is off-limits could mean you miss out on an awesome client with a paying gig.
When you’re trying to impress someone enough to land a contract, any nervousness you might feel has a way of working its way into the conversation. However, when you talk about what you do with genuine passion and conviction, you’re providing true value, not being an obnoxious salesperson who’s just trying to win someone over.
Remember, you’re offering a legitimate service to people who need and WANT your help. Get comfortable talking about yourself and your commercial copywriting business no matter where you are – you never know when it will pay off.
Have you landed a client in an unexpected place?
Has the ‘share-don’t-sell’ approach worked for you as a way to close new clients?
Do you keep your eyes peeled for situations like this, or stick with more traditional methods?
Put another way, do you draw distinct lines between the professional and personal sides of your life?
Angie Colee is a freelance copywriter and branding expert. She loves good food, comedy shows, and the power of words. She is also considering trademarking her awesomely red hair. For more marketing and branding tips, please check out the blog at coleecreative.com. And if you’re ever in the San Francisco bay area, look her up. Coffee is her lifeblood.
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There’s no doubt, it’s been a tough year for most businesses.
The economy sucks, and many business owners are feeling the pain at the register.
That’s precisely why it’s been a good year for me, because I know that businesses need my copywriting services now more than ever. Now, I’m a direct response marketing copywriter, so my writing has much to do with the success or failure of marketing campaigns.
With my role being so critical in a business’ success, I market my services to that point exactly.
But this post isn’t about me. It’s about you, and the opportunities you must recognize in this “state of the economy.” Here’s the key:
When I started to notice that the “reason why” clients were hiring me started to change, I simply needed to change my “reason why” to match that of my potential clients.
It’s called message-to-market matching, and it’s a skill you must master for the long, tough economy ahead or suffer the consequences.
So, how do you match how you’re marketing your copywriting services to your potential market?
You ask them. It really is that simple.
Simply interview the type of client you want to serve. Ask them about their business, talk to them as “business owner to business owner” and they’ll start to reveal to you the very problems that you need to be solving with your marketing so you can skyrocket your freelance copywriting business.
It really boils down to starting a conversation, and just talking naturally to your potential client. Don’t sell anything, don’t “try to do” anything. Just talk to them about their favorite person: them.
That’s the secret, the very simple secret, that has my 2008 ending very well. I want yours to as well…so…
Do you use any methods that are working/not working to gain clients? Why/why not?
Have you followed this strategy and asked your clients to tell you about their businesses? If so, what came out of it?
Are there any obstacles that if you overcame them, you feel your business would skyrocket? (Think in terms of how you interact with people, what types of objections you’re facing etc.)
Joseph Ratliff is a Lacey, WA-based internet business growth specialist, direct response copywriter, and editor of The Profitable Business Edge 2 blog. He has been writing copy for over 7 years, and coaching online (and offline) business owners for the last 3 years to increase profits with their marketing. He uses a special marketing methodology when he works with each of his clients that is guaranteed not to fail, or Joe keeps working with you until it does, for no additional fees. For all the details (and to check out his blog), visit http://josephratliff.name and click on “Coaching Services.”