For many businesses, copywriting is an important aspect of their marketing mix. However, many companies don’t value this service enough and don’t receive the benefits that they could. There are a number of ways to pitch copywriting services to clients, but not all of them will get you what you want. In this article, we will discuss five effective tactics that you can use to convince clients to hire your services.
1. Establish A Clear Value Proposition
One of the most important aspects of your copywriting pitch is to establish a clear value proposition. In case you’re wondering, a value proposition is the main idea or pitch behind your product or service. It answers the question: “Why should anyone buy your product?” or “Why should anyone use your service?” The more you can communicate about this in your pitch, the better. Consider the following examples:
– The value proposition for Copywriting in Action is that it provides valuable and actionable advice on how to write a better business plan.
– The value proposition for The Copywriting Handbook is that it teaches you how to become a better copywriter.
In pitching your copywriting services, you must be able to answer the question: “Why should anyone buy your services?” Consider the value proposition of your competitors as well. You can also use your value proposition to establish your expertise in the field. For example, if you are the only copywriting service in your area, you can say:
– “I am the only copywriting service in my area, so I know what my clients want.”
If your value proposition is clear and concise, it will make your pitch much stronger. Consider reworking it a few times before presenting it to the client. You should be able to clearly answer the question: “Why should anyone buy your services?” with just a little bit of research.
2. Understand The Client’s Needs, Goals, & Objectives
Just because you have a clear value proposition for your product or service that still needs to be sold doesn’t mean that your client will automatically want to purchase it. To get them to buy your product or service, you need to understand their needs, goals, and objectives. In other words, you need to dig a little bit deeper. Consider the following:
– What are their needs? What are they looking for?
– What are their goals? What do they want to achieve?
– What are their objectives? What are they trying to accomplish?
– Do they have a clear picture in mind of what they want?
To determine these things, you will need to ask questions. For example, you can ask the client:
– What are their top three priorities right now?
– What is their strategic plan for the next six months?
– What are their goals and objectives for the next year?
The point of this section of your pitch is to get the client to see your service as a solution to their problem. You should be able to show how what they want will be achieved through the execution of your services.
3. Research The Market For Similar Products & Services
Once you have an understanding of the needs, goals, and objectives of your client, you can start looking for similar products and services. In other words, you can start thinking about competitors. Just because you’re not directly competing with the client for sales doesn’t mean that their needs aren’t also relevant to you. Indeed, it is often the case that one company’s success can lead to another’s downfall. Consider the following example:
– A pharmaceutical company could discover that a certain drug that they want to sell is being used by a number of their customers to self-medicate. In this case, the self-medication could potentially lead to drug resistance and a decline in sales. The company could decide to put a stop to the behavior, so they develop a new drug that prevents the patients from getting their old prescriptions.
In your research, you need to find competitors in your field as well as areas where your service can add value. You can also use tools like Google Trends to easily find the popularity of any niche or market.
4. Identify The Decision-Makers
Now that you have an understanding of the needs, goals, and objectives of your client, you can start pitching different groups of people involved in the decision-making process. These groups often have different needs and goals than the rest of the organization, so it’s essential that you understand the difference. Consider the following example:
– You’re selling car insurance to Car owners. The first group of people you’ll need to convince are the car owners themselves. However, in addition to selling insurance, you have other products and services that you can offer that could be relevant to car owners. For instance, you could provide free legal counseling regarding an accident that they had. The accident could potentially leave them vulnerable to a lawsuit, so they want someone to help them navigate the process. In this case, you would need to identify the different groups of people that this group of customers belong to and understand their needs.
In the same way, you could have different groups of users for your different products. For example, you could have a business group and a marketing group, each with different needs.
5. Use Verifiable Evidence
When presenting your case to the client, you will need to use verifiable evidence. This could be in the form of case studies, research, or anecdotes. You should select the type of evidence that will be most effective for the client and situation. It’s also important that you are consistent with the evidence that you use. If you use case studies, you should use the same ones throughout your pitch. The following are some examples of evidence that you can use:
Case Studies
– An experienced copywriter who specializes in marketing plans can point to multiple case studies where she used her services to create a case study.
– A law firm that provides legal services to small businesses can point to multiple case studies where she used her services to create legal briefs and other legal documents.
– A business-oriented social media platform can point to case studies where it has been effective in increasing website traffic and customer engagement.
Just because your product or service isn’t directly competing with your client in terms of price doesn’t mean that they will see value in what you have to offer. In other words, there are a variety of ways that you can use case studies to establish your credibility as a pitch expert. In the same way, you can use your own experiences with your product or service to establish credibility.
Product Or Service Use
If you’re just starting out as a copywriter, it might be hard to find case studies on your products or services. That’s why you should consider trying to find users of your product or service. Indeed, oftentimes, this is the best way to prove the value of your product or service. In the same way, if you’re just starting out, it can be difficult to find case studies on your services. However, if you can find users of your services, this can be an effective way to prove the value of your service. Consider the following examples:
– A pharmaceutical company can point to multiple case studies where it showed improvements in patient outcomes after using its services to write and update drug information.
– An e-commerce company that provides marketing services to online stores can point to case studies where it has helped brands gain exposure and grow their affiliate sales.
These case studies prove that your product or service can in fact improve people’s lives. At the end of the day, that’s what matters most. Your product or service should make people’s lives better and/or enable them to achieve their goals and objectives more easily.