Issue #75—August 2, 2019
The Portugal tour continues! Now that the mastermind is over, I'm playing "tourist". And I'm checking out some of the most beautiful, fairytale-like palaces I've seen, including the Pena Palace in Sintra...
But as promised, I'm getting back to answering as many of your questions as I possibly can. Without further ado, let's go!
Q: I was reading Parris Lampropoulos' interview with Clayton Makepeace and it seems they both emphasize the role of the emotions in the copy as the most important - how does the prospect feel when he has medical problems or if you escalate the problems he may have. But when I look at Agora copy and when talking to Agora guys, they say that according to NLP you're not supposed to make a prospect feel bad or any negative emotions. Carline tells stories about someone close to you dying. And she gets controls. So my question to you is, what is your opinion - negative emotions, is it bad, or good. For example, "you will have medical problems if you don't take care of this problem and then big pharma will make your health even worse". Is that good copy? And in your personal experience, the biggest wins you had, what was the key? Do you have a template that works?
A: I don't pay attention to these kinds of hard and fast "rules" because, as you pointed out, there's so often successfully broken. I think the keys come down to 1) good storytelling (Carline Anglade-Cole is a master at this) that feels personal and relevant, and 2) really knowing your prospect's greatest hopes, fears, dreams, and frustrations. In my experience whether for health or financial, you always want to counterbalance triggering a negative emotion (i.e., fear) with a positive one (hope).
Q: How do you structure the right research questions to ask or search for when coming up with a promotion?
A: While there are basic questions I always ask (who is your avatar, who is your spokesperson, what are your best studies/results/other proof, etc.), a lot of it comes up for me organically as I dig into the product and research. This is one reason I love to do the majority of my research myself. It's easy to think about what would I love to be able to say right now about this product, and then search for that. You'd be amazed how often you can actually find enough proof or back-up so you can do so.
Q: I recently retired from my contracting and property maintenance business. I have been exploring the b2b arena, with building and construction as my niche. What would you recommend as the quickest way to start getting clients?
A: Chances are you've worked with or partnered with other related businesses when you were doing your former business. See if you can start there. Let them know what you're doing and see if they'll be willing to hire you at a preferential rate. Once you get a few samples under your belt, set up a web page and look into some targeted, low-cost advertising to drive traffic to it. Create a report or other lead magnet that showcases your expertise so you can get them on an email list and nurture your leads that way. I don't know about your niche at all, but there must be some industry associations and events as well that you could get involved in.
Q:How do you write compelling copy for Health Supplements that are 100% compliant to the extremely strict FTC rules now?
A: I've never written copy that was "100% compliant" as so much of this is subjective...whether it's dictated by Facebook or whatever your client's "risk tolerance" is. However, I would study successful supplement promos and look for creative phrasing that's being used. Start collecting these words and phrases and find ways to adapt or improve upon them for the copy you're writing. Sometimes it can actually be more powerful to talk about health concerns in a more emotional way, using the same words your avatar might use, versus using a disease name.
Q: Well that’s awfully nice of you Kim. I think my big question would be - do you have any advice for getting information about my services to the contact person himself or herself ? I mean how do you get your portfolio and your message past the gate keeper and into the hands of the decision maker- I mean do these people even have emails? My current challenge is to offer my sales consulting to wedding venues But the only person to speak to to even get a phone call with would be the owner him / her self and not a manager- they don’t care, no wiifm. So bottom line question is any specific tips to at least be heard and what medium- phone email... I purchased the program you did with Chris and that had some nice tips but I’m hoping you might have some insight and past experience specifically from your corporate work. Thanks so much and keep the creative products and seminars coming!
A: I'd focus on two things: one, draw potential clients to you instead of chasing them down. Write content on LinkedIn or wherever your prospects hang out, build a list, give away some of your expertise to establish yourself as the "go-to" expert in your niche. The second is to attend industry events or even local networking events. If you're a woman, many cities have woman-owned business networking lunches (I've been to a few). Another thing to look into is whether there are any trade show or industry events where you could be an exhibitor and market your services. Good luck! And thank you for getting the 3R's program top email copywriter Chris Orzechowski and I put together...we've gotten a lot of great feedback on it!
Q: How would you restart from scratch? I've moved from another country and lost my entire client list.
A: I don't know enough about what you do, but if you're a copywriter you can work for any client located anywhere. So reach out to those former clients and let them know you can still offer your services to them remotely. If this isn't something you feel you can do, I'd get involved in any related industry association in your new location. I may sound like a broken record, but even in these modern days of doing everything on the Internet, there's still no substitute for getting out of your home office and making face-to-face, in-person connections for generating new business.
Q: We will rent a mailing list(s) of customers who've bought a pain relief supplement via a newspaper advertorial or direct mail. We will enclose a folded copy of our newspaper advertorial in a #10 or 6x9 carrier. What do you think of our low-budget customer acquisition strategy?
A: I think this could work really well. Keep the carrier completely plain, even consider paying extra for a live stamp. Have no return address or make it look like a personal address with no business name on it.
Consider putting a yellow post-it note on the article (which should be printed on actual newsprint and appear as if it was torn from the newspaper) that has a hand-written note on it. Several years ago there was a wave of successful mailings that all followed this formula. The handwritten note said something along the lines of "Try this, it works! --J."
For some reason it was always signed by "J." No one knows who "J." was, but he/she sure seemed to know a lot of people! Let me know how it goes.
Q: How can I get clients without proof of results? Most of my work has been agency work and they haven't shared their numbers for email conversions... AND How do I get the confidence to pitch my services to the kind of quality prospects that can actually afford my rates (or that even have a marketing budget)? Finally, how do I keep going (emotionally) after a dry spell of almost 2 months without client work when I feel like crawling under a rock? Thanks!
A: I, for one, have never shared actual numbers with a potential client, as to me that'd be a violation of sharing proprietary information. However, you can show samples of your work and talk about whether they became "controls" or were otherwise considered successful.
As far as finding clients and work, use your referral network. Find out if other copywriters you know have any overflow work they can give you. Get out of your home office and get thee to conferences where you can meet potential clients (hopefully you signed up for Copy Chief Live already, but you can still get tickets at savings here, plus a free half-hour coaching session with me.)
The same advice applies to those of you who wrote in to ask how to find your first client. They are waiting for you at events like this one. (Another one to check out is LaunchCon, Jeff Walker's event, where my BFF Chris Orzechowski told me you can't walk 5 feet without meeting a new client. I've never been to it like I've been to Copy Chief Live, so I can't vouch for it, but I do plan to check it out myself this coming November.) Sometimes you gotta spend money to make money, baby!
Okay, that's all I got time for today. The many gorgeous sights of Sintra await! In the meantime, be well and hope you're enjoying your summer. Be back at ya in the next week or two!
Yours for smarter marketing,