On Copywriting

Answers to Your Questions, Volume 2

Since Monday, I have received five questions, which is fewer than last time. I expected this because I did not allow anonymous emails like I did the time before. I've supplied the questions and my answers below.

1. I have a question about uncovering the objections of prospective clients in the gourmet food direct marketing industry. How can I go about discovering what their biggest headache is when hiring and working with a copywriter?

The easiest way would be to simply call up a few gourmet food companies and ask them directly. Instead of saying you're a copywriter, perhaps you mention that you're doing a brief survey.

Another option: Start a marketing blog targeted at companies in the gourmet food industry. Once you build up some regular readers, ask them whatever questions you want answers to. If they are loyal readers, they will give you answers.

A third option: Talk to people who have written copy for gourmet food clients. Perhaps they will be willing to share from their experience.

2. How far out do you book your client project schedule effectively? In other words, I keep finding a frustration with booking out too far, and natural changes in that client's business forces a schedule change that has me re-arranging my project schedule again.

I personally don't like to book my schedule for more than two months out. It becomes too complex scheduling projects further in advance than that. All it takes is one project going over by a week and your whole schedule is out of whack.

I've found that nearly every project takes longer than expected. Sometimes a client doesn't send the materials I need quickly enough. Sometimes a client doesn't provide timely feedback. Sometimes there are emergencies that prevent you from working when you expected to be working. Etc.

Do I know what will be happening in my life even one week from now? No, not really. I have expectations of what will be happening, but I never know until the time comes.

Another reason I don't like to book my schedule too far in advance is that time sold today is the equivalent of a debt. If I sell my time now... and collect the money now... then I owe my time to the client at some point in the future. This is not a money debt; it is a time debt. I am obligated to repay it.

So while it might make me feel "secure" knowing that I have a full schedule for the next six months, it also makes me feel indebted. And I don't like the feeling of indebtedness.

Now, does that mean I will never schedule a project in the future? No. It just means I won't fill up my schedule for months into the future. If I have only two or three "future" projects that I've scheduled more than two months out, then that is easy to manage because I have flexibility.

3. How important do you feel graphics are on the sales page? ...to what extent do they affect conversion in your experience? ...also, do you discuss graphics with your copywriting clients?

Graphics are actually more important than you might think. I've been conducting a few tests. I wrote about the results of one just a couple days ago. You can read about that test here.

Yes, I do discuss graphics with my clients.

4. I was wanting to know if you'd give me your feedback on my website.

I appreciate you going out on a limb to ask this, but this was an offer to answer questions, not critique web sites. I charge a fee for critiques.

That said, here is one suggestion: Don't link to all your pages in the navigation bar. The pages aren't even related to each other. Simply put up individual pages. Send the appropriate traffic to the appropriate pages. Remember: A confused customer never buys.

5. So I am curious... how does one actually test a web page?

This is a big question. Really, it would require multiple articles to fully explain. So here's the simple version.

First, decide on the split-testing software you will use. Google Website Optimizer, MuVar, and KaizenTrack are all good options.

Next, decide on the letter you will be testing.

Finally, decide what copy elements within the letter you would like to test (headline, subheads, opening paragraph, price, guarantee, P.S., etc.).

Setting up the test will be different for each software program. You must have a landing page (where your visitor lands) and a conversion page (where your visitor ends up after taking the action you want). You must set up all your copy variations within the software so it can conduct the test and tally up the results.

Once the test has been activated, the software will test each page variation and determine which version converts the best.

What I have just described is what happens in a multivariate split-test. A simpler A/B split-test will simply take two different versions of a letter and alternate them to each visitor.

The key to split-testing is simply to start. Don't try to understand everything before you begin. Just get a basic understanding, take action, and learn as you go.

******

I like Suzanne's question the best. I've sent you an email requesting your address so I can send you the gift.

If you submitted a question, I thank you. If you did not, perhaps you will consider submitting a question next time.

Open Question Time

I haven't done an open question time for a few months. Since early July, actually. Last time I did it, I got 11 questions and answered them here.

So now is your opportunity to ask me anything you want. You have until Wednesday (10/24) at noon Mountain Time to get your question in.

I expect most questions will be about copywriting, marketing, or getting clients, but feel free to ask me whatever is on your mind. I will answer all questions in a separate post before the end of the week.

P.S. The best question will get a free gift from me: a tape of Gary Halbert and John Carlton talking. It's the first Scuttlebutt Tape called "The Go-To Guy."

P.P.S. You can leave a comment below, or post a separate post on your blog with a Trackback to this post.

Timing Question for James Brausch

I've recently entered a new market. Here is my question...

When starting a blog in a new market, how quickly should you create your first product? For instance, you've entered the weight loss market. Would you suggest creating your product before or after getting results and proving that your methods actually work?

This may be a silly question, but as a copywriter I'm big on proof. It feels weird giving advice I haven't successfully followed myself. I'd appreciate your perspective. Thanks.

P.S. I'm not entering the weight loss market. I mention it only because I know you've begun to blog in that market.

P.P.S. To see how James responded to my question, go here.

Answers to Your Questions, Volume 1

Since Monday's call for questions, I have received 11 total. Some were submitted on the blog; others emailed anonymously. I have listed the questions along with my answers in no particular order. All names have been omitted for simplicity. Enjoy!

1. "How do you get the good clients? I don't want to work for peanuts, because that makes it hard to get excited about the project and do a good job. The clients who really 'get it' about the value we offer them can afford the really big-name copywriters. I feel like I'm stuck in a no-man's land of copywriters who won't work for peanuts but can't command 4- to 5-figure fees. Help!"

Proof and connections.

First, you have to be able to demonstrate that you're worth your fee. Actually, you have to demonstrate that you're worth MORE than your fee.

How many testimonials do you have on your site? Do they offer specific results you've achieved? Who is endorsing you? Does that person have credibility in the market? Etc.

To command big fees, you must offer proof.

Second, you must be connected. You attract "the good clients" by being referred. It's easier to close a referral because he is already "pre-sold" when he comes to you for help. You also attract good clients by meeting them face-to-face. Go to a live event and you'll see what I mean.

2. "What are your best tracking and testing tools you use to monitor the results of your marketing, or even your clients' marketing?"

This is tough question to answer, mostly because the tools I'm using are constantly changing. For instance, I've used MultiTrack Generator with two clients. But I no longer recommend it because that product is going away.

With that in mind, I use Google Web Site Optimizer for multivariate split-testing. I'll be using Muvar more in the near future.

For traffic stats, I use Google Analytics, AWStats (built into most Cpanel interfaces), and MyBlogLog for blog traffic. Typepad also has some nice traffic stats which I use.

I've also used AdTrackz and AdMinder for tracking specific advertising campaigns. Both work well.

3. "What are your top three pieces of advice for copywriters in gaining 'big name' clients?"

Here's a formula that has worked for me:

a. Go to seminars in your chosen market. Network with other attendees. Follow up to bring in new clients.

b. Always do your best work possible. Don't stop working for your client until he's thrilled.

c. After you complete (b), then ask for a testimonial that includes specific results you achieved. Use that testimonial in your marketing.

4. "What are the best current methods to grow a quality, responsive e-mail list?"

I offer an ethical bribe for joining my list. Currently, it's a free report plus four or five audio interviews.

After a person joins my list, I don't hammer them with offers. I provide quality content. And I share little tidbits about my personal life to make it more interesting. I hope readers will feel closer to me if I share something they personally relate to.

Anyway, I focus on relationship first and sales second. You'll notice I've only run two or three promotions in the last year.

My approach is contrary to some others that have been proven to work. For instance, I know one guy who emails his list every day. He always promotes. Not one email is content only. It works, but it's just not my style.

As a result, my list is smaller, but responsive. I get very few unsubscribes.

5. "What are the keys to successful and profitable affiliate marketing (promoting other's products, as well as having one for your own products)?"

I don't have a lot of experience in this area. Nevertheless, here are a few tips.

Only promote products you have used and received value from. To try to do otherwise is contrary to what affiliate marketing is all about. Affiliate marketing is about providing a recommendation. You can only recommend if you've got experience on which to base your recommendation.

I have found it's more effective to focus on selling one or two products versus many.

Also, I have promoted affiliate products only for limited periods of time. I have prefaced my promotions with a high-value teleseminar. This has worked well for me.

To profit from having an affiliate program, you need to:

1. Offer a more-than-fair percentage of revenue.
2. Have a reliable system for tracking referrals, purchases, and commissions.
3. Provide affiliates with proven marketing material that they can cut and paste for their personal use in promoting your product or service.

Lastly, although not a requirement, it helps to be able to tap into a large affiliate network like Clickbank's. This accelerates how quickly you attract affiliates. Still, the top 5% who promote your products will probably drive 95% of the sales--or more.

6. "Where do you find your markets and assignments?"

I don't find my assignments, per se. They find me. This is how it's been for nearly two years.

In the first four months of my freelance copywriting career, I was doing the searching. So I used DirectResponseJobs.com and Craig's List to find a few clients. After that, I focused on networking at seminars combined with driving traffic to my lead generation site.

7. "I have been hitting a dead-end finding and converting clients to premium (high priced) services and need a hand with some advice. How do you portray or express the 'value' of your premium services?"

Premium clients are hard to find. So you must attract them. How do you attract them? See my answers to questions #1 and #3.

That said, I suggest writing copy for high-priced products. If the product costs $1,000 or $3,000 or whatever, then it will take only an extra 3 or 4 or 5 sales (whatever the real number happens to be) to cover your fee. And your client is likely to sell much more than that as a result of your copy. It's just easy math.

Also, I don't convert clients to high-priced services. I simply quote a fee for a project. That's it. Most projects are similar in nature, so they're easy to quote.

Occasionally I will write autoresponder emails. Obviously, I charge less for these than a sales letter. But I don't try to convert an email client into a sales letter client if he's not interested in having me write a sales letter. If he eventually needs a sales letter, and he likes my work, he'll be back.

8. "Is a sole proprietorship a decent alternative to just starting out? I hear people all the time saying that its best to incorporate, however, if I am starting out as a moonlighter, do I really need to incorporate or form an LLC from the outset?"

To keep it simple, a sole proprietorship is fine. If you start making good money, you'll want to be an LLC. Talk to your CPA for all the specifics. Don't have a CPA? Get one.

9. "How do you keep organized in tracking all of your marketing efforts? Do you use Analytics, tracking tools, excel spreadsheet?"

You're assuming that I'm organized. ;-)

Actually, you can see in my response to question #2 what tracking software I use. I personally don't do a lot of marketing or advertising that requires tracking... so there's not a lot to organize.

Just by using software, most tracking is automatically organized. You might have to track off line advertising, but I haven't found it necessary to go off line.

10. "What are your primary sources of traffic coming from?"

Google and my blog. My blog traffic comes largely from Google and RSS feeds.

11. "How to fill a bank account within 30 days? [More specifically,] please advise on surefire online methods (three to five?) which will generate an income of $10K within 30 days... in the bank... not speculative."

I would say this really isn't possible. Whatever advice I could give would be speculative and would fail to meet your parameters.

If I knew more about you--your reputation, what resources you have available, etc.--then I could give you advice tailored uniquely for you. Only this kind of advice can come close to being "surefire."

Disclaimers aside, the simplest way to do what you suggest is this:

Create a digital product. Write a sales letter to sell it. Find somebody with a large list who will agree to promote your product in exchange for a cut of the profits. Send out the promotion. That's it.

This approach could easily do $10K in 30 days--with the right list, the right sales copy, and the right product at the right price.

Remember, nothing in life is guaranteed. Everything is an experiment.

******

If you submitted a question, I thank you. If you did not, perhaps you will consider submitting a question next time.

It's Question Time!

I want to do everything possible to make sure I'm answering all the questions you have about copywriting, marketing, or anything else.

With that in mind, please tell me... what questions do you have for me? Please post your question below in the comment section. After a few days, I will answer as many questions as possible in a separate post. Thanks!