I couldn’t have scripted it better myself. A little background….
Got a call from a prospect in early November. About 18 months earlier (May 2008), the local daily, The Atlanta-Journal Constitution, did a “Why I Love My Job” feature on yours truly in the Sunday paper. Following a few live seminars I’d done in March 2008 on commercial writing and self-publishing, I’d been approached by one of the attendees who turned out to be the writer of the popular weekly piece.
“You seem like someone who really enjoys what you do,” he said. “Would you be interested in being featured in WILMJ?” “Is this a trick question?” I asked. Uh, yeah. Course I would.
We got it done, the piece came out, and my new prospect, a successful local entrepreneur, saw it, tore it out and said to himself, “I may just need this guy some day.” Well that day came last month. In a nutshell, he was angling for a strategic partnership with another company and wanted a professional writer to work on the proposal. Long story short, I ended up putting in roughly 30 hours – including two back-to-back 10-hour days – over a five-day period at a most healthy hourly rate.
As we were wrapping up the thing on the second marathon day, he stopped, looked up and said (you’re going to love this…):
“It’s a amazing what a difference a professional writer makes. I think of all the times over the last 10 years (as long as he’s had his business) that I really could have used one, but tried to do it myself. It’s great to know I have a resource like this now.”
Seeing the impact a professional writer could make and seeing a proposal turn into an eloquent statement was nothing short of an epiphany for him. THIS is what we need to be communicating to people. No, not everyone will get it, so don’t waste your time beating your head against the wall trying to convince those who don’t. Just find the ones who do.
There will always be people who think writing is something anyone can do, and they’re not worth wasting your time on. But there are plenty of folks out there who, a) understand the value of a good writer, b) know they’re not one, and 3) realize good talent doesn’t come cheap.
True, it took my new client a long time to come to that realization, but I say it’s because he simply didn’t know how to go about finding one or that copywriters like us even existed. Meaning, that in 10 years, chances are excellent not one single commercial freelancer ever made contact with him.
The first time he was exposed to someone of that description, the idea resonated enough with him to have him cut out an article and set it aside. Remember, he didn’t hunt for just the right copywriter; he flagged the first and only one who’d crossed his path. But had he known HOW much a difference a good writer could make, I’d wager he wouldn’t have waited 18 months. And there are TONS of people like him out there.
Update #1: The proposal is moving along nicely, and he shared that his main contact person at the target company, someone, who according to him, is not the complimenting type, told him, “This is very well-written proposal.” Yes, I was part of a larger team, but we writers still love to hear stuff like that.
Update #2: He called me last week to jump on a crisis situation that had just cropped up in a completely different area, and in less than a week, I’d logged roughly 20 more hours. And there are three more projects on tap. With each project, I more firmly establish myself as a valued member of his team – not just a vendor.
None of this is said to toot my horn, but simply to share what’s out there and possible – even in a down economy. I’m telling you, I’m not doing anything more monumental than writing good persuasive copy for letters and proposals. That said, do I think that any $10-an-article, content-mill writer could do what I do for him? Absolutely not. But any good, strategic-minded commercial freelancer well schooled in marketing? I’d bet on it.
Have you had any similar situations?
What sorts of things have you had delighted clients say to you?
Based on these experiences, how would you describe what a good freelance copywriter brings to the right kind of client? What skills are most crucial?
How hard/easy do you feel it is to deliver those things?