So, there’s this commercial writing bloke in the UK named Jon McCulloch who first contacted me shortly after The Well-Fed Writer came out in 2000. We’ve kept in touch over the years and I’ve had a front-row seat to his at-times painful struggles through myriad challenges – personal and professional. But, those times are long in the past. To say this erstwhile technical writer has found his niche would an understatement of biblical proportions. We’ll get to that niche in a moment…
One of Jon’s key business-building tools is writing free articles for small local publications. After viewing one of his pieces (details below) and commenting on it to him, he pointed out, “Notice how in the article, I tell them what they need to do, but not how to do it.” By way of good, though somewhat elusive content, he’s a master at building the intrigue and curiosity about his services. And according to him, each column he writes brings him roughly a dozen leads.
Leads for what? His different lead-generation packages. But check this out; here’s how he works: His phone is answered by voice mail. His assistant will then set up a complimentary 15-minute chat with the prospective client, just to decide if HE wants to work with them. If that goes well, he’ll let them pay him $697 for a one-hour consultation to get the parameters of the project. If they both agree there’s a fit, he takes them on as a client.
While his different packages vary in their scope, these days, he’s more than likely to push AND land his full-featured direct mail campaign. Which, incidentally, sells for $37,997. No negotiation. No discounts. The components? A direct mail letter, postcards, lead-generation advertising in offline media, press releases, articles, email-responders, squeeze pages, and, he says, “all the advice they can eat… and anything else that really comes up.” It takes him roughly six weeks to execute.
He reportedly has people lined up to do business with him. Talk about building a mystique around what you do. He knows he’s a good writer, but is convinced that his success is as much, if not more, about mindset as it is about talent.
Click here for a blog post of his strategy. Later on in the piece, click on the link that reads: “here’s a copy of April’s column in the local paper I write for every month” to see one of those pieces.
Do you write free articles to generate business and if so, what have your results been?
What role does mindset – about your abilities and the fees you deserve – play in your success?