How even brand spanking new copywriters or coaches can get flooded with clients & referrals
Published: Fri, 12/18/20
If you’re a freelance copywriter or coach it will show you exactly how to be the only service anyone wants to either hire or refer to in abundance. I don’t care if you’re brand new and fresh off the turnip truck or if you’re even all that “good” at what you do, either.
Behold:
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elBENBO: What are some ways a freelance copywriter could use better service to close more clients and raise their fees?
VANCE MORRIS: It's like any business, how you deliver and how you present is key. How do you present your first draft? Do you send it as an email, a PDF attachment and say, "Hey, let me know your thoughts"? Oh, that's boring and mundane, or do you send it FedEx and PDF if you want to get it to them quick, but you can send it to him. There's no reason not to overnight it and hopefully you built that cost into your copywriting. But getting again... Having them hold something in their hands is... Having something tangible in your hands is so much more gratifying than just looking at something on a screen or having me printed out. So, how can you box up that first draft?
elBENBO: What if it's sent by a courier by someone who also brings some gourmet coffee already hot and a note that says, "Drink this while you're reading it." That would be the coolest experience ever.
VANCE MORRIS: Exactly. And you could even do something cheap. If you’re not making a lot, send them a bag of popcorn. Go to Costco, buy Casey popcorn, slap your own sticker on there. And you give them the little directions of, “Okay, pop the popcorn, get it out, sit down. All right, now get out the draft and be careful, don't get butter sticky fingers on the paper…” You get to have fun with a popcorn, all for what… 70 cents?
elBENBO: They’re not going to be able to help telling all their network of other clients about you.
VANCE MORRIS: Exactly, it's an automatic referral generator. And I'm not saying you break the bank doing this. But doing these things will get people talking about you and when it comes time to actually ask for a referral, people are like, "Sure, of course I'll give you a referral. Who do you want to talk to?"
elBENBO: And then I suppose when they get that referral, that's just another excuse to “WOW!” that client again, and maybe you get another referral from him. It just perpetuates on itself. Most likely they’ll either hire you or refer you, you win either way.
VANCE MORRIS: Exactly.
elBENBO: What about coaches — any niche or industry — how they can use better service to dominate their niche?
VANCE MORRIS: I've worked with business coaches and one of the things that really stands out from most business coaches is that they tell you how to get clients. They tell you how to keep clients maybe with a client retention system. But nobody is really talking about that center of, "All right, now I've got a client, what the hell do I do with them?” So this whole piece of the experience, business coaches can actually use what I'm talking about and do their own research too and make that part of their consulting package is, "Okay, I'll help you with the lead gen. I'll help you with the sales. I help you with the conversion. I'll help you with the retention. And oh, by the way, if you want help creating this “WOW” experience, I'm the guy who can help you do that too."
It's not rocket science. Disney does a lot of things that are personalized.
When you come back from a trip to Disney they give you a video of the barbershop quartet that performs out on the street, sends you a video custom video with your name and everything, and this and this barbershop quartet singing a thank you telegram to you.
Personalizing is so absolutely key. I mean, everybody has got a name and everybody loves hearing it, or they like seeing it in lights or they like seeing it in a newspaper. And so I think just personalizing the service that you're providing is going to set you apart easily.
elBENBO: And you're already demonstrating that you know how to do really great service. So regardless of the kind of coaching — whether it’s business or any kind of coaching, even in consumer niches — this can be done.
VANCE MORRIS: Exactly.
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So ends this 2nd of a 4-part interview with Vance Morris.
While you wait for part 3:
If you’d like to partake of Vance Morris’s upcoming live training (tentatively set for 1/11 - 1/14 next month) & the recordings about how to Disnify your business like this if you’re a freelancer, coach, or info marketer specifically, you can get it at a huge discount if you get it before Sunday December 20th at midnight EST.
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* How to use “email necromancy” to raise dead email lists back to life.
* An extremely offensive & completely “non-woke” rant about one of the most polarizing words ever invented and the business uses thereof.
* How even brand spanking copywriting newbies can write copy that outsells even seasoned copywriting pros.
* The startling business & marketing ramifications behind why tormented teen elBenbo was probably one rejection away from committing a mass atrocity.
* Why gurus saying you don’t need to be a great writer to write truly great copy are mostly full of shyt. (And I know this better than most — as I used to preach the same thing to newbies, and was wrong.)
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* Why almost everyone’s so-called “test results” are bald faced lies.
* A real life example of why swiping a subject line that supposedly “worked!” is quite possibly the stupidest thing a marketer or copywriter can ever do.
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Ben Settle