Part 4: The Psychology of Landing Great Clients - Seven Essential Secrets to Making 6-figures as a Copywriter

Fourth Trigger: Who Are You?

(KLT Key = Like, Trust)  

Consider where we are at on the checklist...

• Your potential client has a snapshot of who you are, your skills, and the markets you service. There’s a fit and they want to know more.
• You’ve shared with them some social proof. They know that others like and trust you. Maybe some of those people are even their peers. This breeds a strong desire in them to also like and trust you.
• You’ve proven that you think and act like professional because you’ve outlined your systems and procedures. They know they can trust you and rely on you. No surprises... clear expectations.

At this point, the prospective client is very hopeful that you’ll be able to get the job done and be a great investment for them.

Part of that hope is a question about who you are. Will they like you - I mean as a person? Will there be good chemistry there? Can they stand to deal with you on a regular basis... or will you drive them nuts.

To answer those questions, they are going to sort for similarities. We say we “like” someone because we are “like” them... or stated more clearly... we are similar to them.

We like and trust ourselves, therefore anyone that is similar to us must be trustworthy and likeable. That is the emotional, subconscious thinking happening here.

So, they want to get to know you and see if you, as two human beings, have something in common. They are looking for validation that you’re a good fit for the project.

To answer that question, you will need to get personal. You need to open up your life and show them who you are.

But, there is a catch to this...

They don’t want to know about you. Deep down they don’t really care about you (not yet, at any rate...). They are most concerned about themselves, their projects, their hopes, their dreams.

They are looking for similarities so that they can justify working with you. And they want to work with you because they have a sense that you’ll be a good investment and make them look good.

Now, to be clear, no one is totally self-serving like this. We all care about others. But, not at first. At first, especially in business, we have a job to do and personal preferences need to be tempered by those business objectives.

You need to consider all of this when telling them about yourself.

The trick is to be genuine and frame your life’s experience in a way that will be a benefit to them.

For example, I like to tell new clients how I grew up. I traveled all over the US, attending almost 10 elementary schools, and a couple different Junior High Schools.

I am quick to explain that this forced me to “speed read people” and understand who was nice and who was not. I point out that this taught me a great deal about people and what motivates them.

Both of these skills are vital in effective copywriting and working with clients.

I like to explain to clients, “No matter who your buyers are, I’ve probably fought them by the flagpole or played with them on the swing set. I understand them and will be able to relate to them.”

You see how that works? While telling them about my personal life, I’m helping them see the benefits of working with me. I’m connecting with them emotionally and building trust at the same time.

Suggested Action: Tell Your Story... With Benefits

Just about everyone has an “About Me” page on their website.

These range from random narcissistic facts to stone cold resumes. Neither of these do you any good. They tell about you... and the client doesn’t really care about you.

The first step is to make a list of all the benefits your clients are after. What trips their trigger? What do they want?

You should already know this because you needed this info to writer your Intro Letter. Get it back out and review it.

Next, make a list of your different life experiences. Where is there a match? How can your story become a benefit to your clients?

Finally, revisit your bio. Take time to tell a portion of your story in the context of benefits for your client.

Everyone has gold in their background. Go mine it.

Fifth Point: Can I afford this gal?

(KLT Key = Trust)

Sometimes the spirit is willing, but the pocketbook is weak.

Budget restraints are a very real thing and must be considered. At some point you and your client will need to address the money question.

Most marketing directors and others who hire copywriters are accustomed to ask questions like, “What is this going to cost me?”

You and I know that this is the wrong question. We need to gently but firmly take control of that conversation.

The right question is, “What kind of ROI will I potentially get from this investment?”

When the money question is approached in this way, it changes the relationship in ways that I’ve already discussed.

I’ve found that there are two ways to be proactive about framing the money question.

First, you can publish a “Schedule of Your Estimated Investment”. This is a list of the various services you provide and a price range for each service.

If you are just beginning, this is a vital document.

Your prices will be a big filter. Clients that pay too little or have projects outside the scope of your skills will stay clear. You’ll never even need to have the conversation.

Another advantage to having a published investment schedule is that it prevents you from undercharging. If clients see this and are still willing to talk with you, then you know they can afford you and don’t have an issue paying you what you’re worth.

Finally, it seriously reduces - and in most cases eliminates - uncomfortable negotiations. They can accept that they’ll invest in you or not.

On the other hand, many consultants advise that you don’t publish your schedule of investment. It locks you in and doesn’t allow you to negotiate higher prices.

If you are a seasoned negotiator and don’t mind the back-and-forth... or worse yet, don’t mind taking a project at any price the client establishes... then don’t publish a list.

But, in either case, you should have one. Every professional has a list of services and the price for those services.

Always be proactive and initiate the money conversation. Be the grown up in the room and establish the terms of the conversation. You can do this by asking a simple questions...

“If I can deliver on deadline, meet your project objectives, and give you [these benefits], would $15,000 be an appropriate investment for you to make?”

This question is very powerful, for many reasons that I won’t detail here. But, the key is for you to help them see the benefits of the project and compare it to their investment to get those benefits. You also have the advantage of laying the baseline.

Suggested Action: Schedule of Your Estimated Investment

Write down all the services you offer. Don’t leave anything out. Make this list as comprehensive as possible.

Next, calculate how much you would charge for these services. Make the price a range. For example, I might write down:

• Long Copy Video Sales Letter - $10,000 - $30,000 plus 2%-8% commission

You’ll need to decide if you publish your investment schedule, provide it privately to your clients, or keep it to yourself. But, regardless, you should have one.

Check back for more on the 7 triggers!

Or visit us at CopywriterMarketer.com to learn more.