Mr. Copy Writer! Let's Wear That Hat To Deliver Preeminence To Our Clients.

Hello,

Prof. KK here.

Welcome to another article of 'GutsGo eMarketing Winners'.

At GutsGo Marketing Lab, we have a 'Request For Information for Discovering Synergies' step before we onboard a client. Our typical client is seeking either Business Strategy or Marketing Strategy or Digital Marketing Strategy or Digital Campaign Strategy or all of them.

When we get a response from a prospective client, I along with my team wear our Copy Writing Hats (to appropriate Dr. Edward de Bono. "Six Thinking Hats") and comb through it. We will take up a client only if the 'RFI for Discovering Synergies (RFI)' cuts the mark as per our enumerated parameters.

I want to use this article to explain about that Copy Writing Hat.

When we are evaluating a prospective client's RFI, we look for Copy Writing Fundamentals. Those fundamentals are:

1. conversational and easy to read
2. engaging and entertaining and
3. clear benefits to the reader of the RFI.

Oh! By the way, we use the same parameters to evaluate the copy we develop for the outbound marketing funnels and inbound engagement funnels. GutsGo trained copy writers and story tellers do it the best.

Oh! By the way, the RFI seeks information from the prospective clients to capture the business related problems, challenges and opportunities.

What is the difference between a problem, a challenge and a problem?

Let me try answering it, before we get the business of RFI and Copywriting..

When we want to go from Point A (or Situation A or the start) to Point B (Situation B or the destination), depending on your perspective, you may either have

1. a problem or
2. a challenge or
3. an opportunity.

If your perspective to move from point A to point B is filled with issues, that are not directly your control, it will be a PROBLEM for you. And if you have reluctance to do the work and the effort, then you have a bigger PROBLEM, you see!

If your perspective to move from point A to Point B is anticipating and expecting PROBLEMs in the future and you have the earnest desire to get to point B irrespective of the work and effort needed, it will be a CHALLENGE.

If you perspective to more point A to Point B is the WHITE HEAT OF DESIRE and that is what you want to accomplish today, because it will get you closure to become the 'best and the highest potentiality of who you or your business could be, it will be an Opportunity.

As some one rightly said, the difference is perspective. It is all in the MIND, Mr. Watson!

So, if we are up to it, we need to fix this.

So, let's get back to the RFI process and the relevance of it with Copy Writing. It is better to believe in the written word, rather than the spoken word, especially in providing digital marketing consulting or services.

When the client respond and shares a written RFI, it gives us intuitive insights on the readiness of the client to take up GutsGo Marketing Lab's help to win through digital marketing.

Once we receive it, we grade the RFI shared. The grades we follow are:

1. Exceeded Expectations
2. Met Expectations
3. Below Expectations But Giving A Second Chance
4. Below Expectations

If the RFI has got Grade 1 and 2, we JUMP in earnestly to engage with the client. We can establish that this client has alignment to the GutsGo Values. GutsGo Values are - Genuine Urge. Thriving. Succeeding. Grit. Onus.

If the RFI has got Grade 3, we know right away that the client needs hand holding to articulate their business related problems, challenges and opportunities. We will take the client if and only they align to our GutsGo Values.

If the RFI has got Grade 4, we will not take up the client, even if they put a gun to our head, as we know we may *ISS off the client with our questions and the subsequent diligent follows, if we take them up. It is better to avoid being a PITA (Pain In The **s) when you know you will be one.

Once the Client is taken up, then the COPY Writing Hat is WORN again. We convert the RFI into a Product Brief (where we focuse on one PRODUCT or Service of the Client, and help them maximize revenue and optimize ROAS and ROI). To ensure that the client is on the same page with us, we get the client brief approved in writing. Then the Client Brief is converted into a binding contract, with addition of project management details, commercial quotes, payments terms and general terms and conditions.

From the RFI to evaluation of RFI to the client brief to the contract, it is the COPY WRITING Hat that we have to wear for all our TIST (time, intellect, sweat and tears) to get started with a client.

Yes, believe in the written word, and get your RFI process kick in to provide preeminent services to your clients in his tug of war with their competition and a team.

Let's give the best of our TIST to our clients to be preeminent, Captain!

Remember, AIMING high is excellence.

Soaring high is happiness.

Completing what we have started is success.

Let's be at it!

As always, thanks for your attention.

Rgds / KK

PS: I am actually toying with an idea of creating an exclusive online tribe of Digital Marketing Agencies and the Digital Marketing Gold Diggers. Please watch 'GutsGo eMarketing Winners' space for more details.