It’s no secret that the world of copywriting can be a cutthroat one. There are lots of agencies and freelancers out there, all competing for business. If you’re looking to break into the industry, how can you ensure that you land the right clients? Most importantly, how can you be sure that you’re not wasting your precious time and resources?
To help you navigate this complex landscape, we’ve put together an expert guide. In it, you’ll discover how to prequalify copywriting clients, discover the dos and don’ts of pitching to potential clients, and get a taste of the industry. Let’s get to it.
Attracting The Right Clients
Just because you’ve crafted the perfect proposal for a particular project doesn’t mean that the client will automatically become your best friend. Far from it. You’ve got to continue building trust and establishing rapport until the project is complete and they’ve expressed interest in working with you. This stage is often called ‘qualifying’ the client.
To attract the right clients you need to stand out from the crowd. Use the following 4 steps to craft a winning proposal:
Step one: Know your client
The old adage ‘Know your customer’ is as true for writers as it is for salespeople. You’ll need to get to know your copywriting client, their business, and what they’re looking for. Without knowledge of your client’s specific needs and goals, it’s practically impossible to write a winning proposal. You’ll also want to make sure that you’re ‘fit’ for the project – that you have the skills to execute what they’re looking for. To put it simply, you need to be able to write something that speaks to them and resonates with their target audience. This is your chance to prove that you’re an expert in your field and that you can provide value to their business.
Step two: Match their needs with the perfect solution
Once you’ve established a rapport with your client, it’s time to start thinking about how you can help them. Essentially, you’ll want to match their needs with the perfect solution. To do this you’ll want to consider their vision, values, and objectives and work out how you can help them achieve these. For example, if they’re looking for content for a sales funnel, you might suggest incorporating video content into the mix. While their end goal might be to increase conversions, their values and objectives could be focused on brand voice, making them feel passionate about what they do. Using ‘SWOT Analysis’ (Strengths, Weaknesses, Opportunities, andThreats) you can clearly map out their current situation and how you can help.
Step three: Craft a proposal that’s easy to understand
Even though you’ve got a clear idea of what the client wants, putting that information into written form is still a challenge. You need to make sure that your proposal is as easy to understand as possible. Use plain language and avoid industry jargon. For instance, instead of saying that you’ll use ‘digital marketing’ strategies to increase turnover, you might say that you’ll use ‘online marketing techniques’ to attract potential customers to their products or services.
Step four: Build trust
Last but not least, you need to build trust with your client. Just because they’re paying you doesn’t mean that they’ll automatically share all of their secrets with you. You’ve got to earn their trust and only then will you be able to offer valuable advice and guidance on the project. To do this, offer them value as soon as possible. Does your proposal offer practical advice on how to increase brand awareness? Do you have insider information on the competitive landscape? Are you able to provide fresh ideas that will make a difference?
By proving your value early on, you build trust and show that you’re a reliable adviser. Once they’ve got to know and like you, they’ll be more open to your advice. And that, in turn, will make them willing to work with you on future projects.
Avoiding The Wrong Clients
Just because a client is paying you doesn’t mean that they’re necessarily the right clients for you. Remember, there are thousands of copywriters out there, and they all want to work with busy businesses. The key is to find the niches where you can add the most value. If they’re looking for an SEO writer, you’ll be able to offer valuable advice on an organic marketing strategy. If they’re looking for content for a podcast, you’ll be able to suggest topics based on your expertise. Remember, every business and every project is different, which is what makes it so interesting. You can never be quite sure whether or not you’ll be able to help until you’ve actually tried.
As mentioned above, the world of copywriting is highly competitive. Make sure that you’re not wasting your time and energy pitching to clients who won’t be able to afford your services. You’ve got to stand out from the crowd and prove to potential clients that you’re worth their time. To do this, consider using freelancing platforms like Fiverr or Upwork to connect with potential clients. These are places where you can show off your work and connect with people who might be interested in what you have to offer. In short, never underestimate the power of a good pitch. Even if you don’t get the project, you’ll be able to point to a number of leads that you generated and be able to move forward. And that, in turn, is what matters.