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Fellow copywriter, One of the most common questions I get asked is, “Do cold calls work?” I know most of the industry “gurus” don’t agree with me, but cold calls can work – and work very well. The article below explains how . . . And by the way, if you’re looking for a fast way to land high-paying clients -- without cold calling! -- I’m now accepting registrations into my Fast Track To Great Clients coaching program. Check it out! -- Steve P.S. Talk with me on Twitter: Twitter/steveslaunwhite Do cold calls work?
As copywriters, we're often very good at talking persuasively to potential clients on paper or on screen. After all, that's what we get paid for! But ask us to PHONE a prospect and pitch our services, and we cringe. We're not alone. Just about every independent professional I've ever met hates the idea of making prospecting calls. Consider this email I received from Jack B. last year. "Hey Steve. I got your newsletter and was hoping you could help me with a problem. You see, I'm an experienced copywriter -- and know how to do that job well. But when it's time to call on prospective clients, I have a mental block. I'm a writer; not a salesperson. And I just feel uncomfortable calling someone on the phone and blowing my own horn. Can you help?" Well, before I tell you how I answered Jack's question, let me share with you my thoughts on cold calling. It's NOT the best way to promote your business. Why? First of all, cold calling doesn't position you as an "in demand" professional. (Think about it. If you were in demand, why would you need to make prospecting calls?) Secondly, it can be a very tough grind. After just a half-hour or so of making calls, you're going to feel mentally exhausted. However, cold calling does have its advantages. The technique is, by far, the fastest and least expensive way to promote your services. You could pick up the phone right now, make calls to a list of prospects, generate some interest, and perhaps even get a new client. All within just a few hours. You certainly can't say that about direct mail letters, SEO, the social networks, or other forms of self-promotion. In fact, I know many copywriters who make prospecting calls regularly as part of their self-marketing plan -- and do very well. So it may not be the best way to promote your business, but it is a GOOD way -- if done correctly. So how do you make an effective cold call? Here's how I replied to Jack's email: --------------- Hi Jack. You say you're not a salesperson. Well, that's true. You're not. So don't even try to be one. Don't phone prospects and try to sell yourself. Instead, simply call and politely -- and confidently -- introduce your services. Say something like this: "'Hi. I'm an experienced copywriter specializing in ________ . I just wanted to give you a quick call to introduce my services. If you or a colleague need any copywriting help, I'm available -- at least until my schedule is full. Would it be okay to send you an email with more information on my services?” Jack, I'm sure you can say the above, or something like it, in a conversational way that doesn't make you sound or feel like a pesky salesperson. A good number of the prospects you call will agree to receive your information by email. As for the rest, I can assure you that 95% will be friendly and polite. Steve ----------------- Well, that's the advice I gave to Jack. No need to read from a hard-sell script. Just introduce yourself and your services. It's painless -- and you'll end up making more and better cold calls. You'll chat with some prospects, generate some interest and eventually (or immediately) get a new client. Cold calling works. If you do it right.
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-- May I coach you in landing more high-paying clients? In just a few weeks, I'll be working with a small group of copywriters, helping them get on the fast track to great clients. In fact, that's the name of the program! In just 5 weeks, participants will have the customized marketing plan, skills and tools they need to fill their schedules with high-paying projects from great clients. Fast Track To Great Clients has garnered more unsolicited testimonials that any of my other programs. For example, here’s what Cindy King, who took the program last year, had to say: “The Fast Track To Great Clients process is infallible. I now know exactly what I have to do. And it's easy because the program gives me a set of templates to follow. I especially like the fact that the marketing plan is customized to fit to my personality and business needs to bring in a steady flow of clients.” Because of all the personal attention and coaching given to each participant, registration is limited to 15. Is this program a good fit for you? Find out at: http://www.forcopywritersonly.com/get-clients.html -- Let's Stay in Touch! Questions? Comments? Topic ideas. I'd love to hear them. Drop me a line at steve@forcopywritersonly.com Follow me on Twitter: Twitter/steveslaunwhite If you enjoyed this newsletter, please forward this newsletter to a friend or colleague. ........ Copyright 2010 by Steve Slaunwhite. For reprint rights, please contact the author. This e-newsletter is published three times per month by Steve Slaunwhite, author of Start & Run a Copywriting Business, The Everything Guide to Writing Copy, and The Wealthy Freelancer. We also send one or two extra emails each month detailing programs and offers. Steve Slaunwhite Marketing Coach & Award-winning Copywriter FOR COPYWRITERS ONLY Voice: 905-846-2620 Email: steve@forcopywritersonly.com Web: www.ForCopywritersOnly.com |