Part 5: The Psychology of Landing Great Clients - Seven Essential Secrets to Making 6-figures as a Copywriter

Seventh Trigger: Are You Any Good? If So... How Good?

(KLT Key = Trust)

I have always found it interesting to note that this piece is the last item on the check list.

From a persuasive, psychological perspective it makes perfect sense. The other elements of trust and connection are so much more important than skill.

Yet, most copywriters don’t see it that way. They feel like if they can just be good enough writers and produce good enough results, anyone will hire them. Consequently, they spend a great deal of time buying programs, studying, preparing, and learning.

All of those things are incredibly important. If you don’t produce results, you won’t keep clients very long.

But, my experience - and the experience of the thousands of copywriters that I’ve mentored, taught and collaborated with over the years - forces me to admit that writing ability and skill are the last thing on their list.

No matter how good you are, if you miss deadlines, irritate the staff, and have a wake of angry clients shaking their fist at you from the sidelines, you will not be worth their investment.

As the saying goes, “With friends like these, who needs enemies!”

There are so many copywriters out there, marketing directors just don’t need the pain and misery of working with someone that isn’t a true professional... even if they are writing, persuasive geniuses.

Once marketing directors have figured out that you’re a good fit and will be cool to work with, they want to know if you can write.

That is where sample pieces come in. They want to read your writing, get a feel for your tone, and see how you connect to the audience.

Now, what if you don’t have sample pieces because you are just starting out... or because your past clients have privacy issues.

What do you do?

Well, you’re a writer, aren’t you?

Write something!

You can take any product or service and write something about it. Create some emails, build out a print brochure, craft a handful of social media posts, or whip up some blog posts.

No one needs to give you permission to write. So write!

If you write something about a company, product, or service - but were not commissioned to do so - it’s a good idea to put a small disclaimer somewhere on the work. At the top or bottom of the piece, write in 9 pt font, state:  

“Sample piece. I was not hired by [Company] to write this, but it illustrates the excellent results I can deliver for you.”

Using this approach, you can create an endless stream of writing sample pieces.

Suggested Action: Assemble - or Build - Your Portfolio

Little explanation is needed here...

You just need to write.

Write relevant to your industry. Write for things that you love. Write your very best and have it reviewed by your peers.

In the matter of a few weeks, you can easily have a strong, shining portfolio that will impress marketing directors. They will be inspired by your professionalism and want to hire you.

Visit us at www.copywritermarketer.com to learn more!