From Freelancer to Valued Consultant

The other day, a B2B client said to me, “Tell us what you need to get this website project done. We’re so swamped — can you just tell us the best approach to take? How long should each web page be? What’s the best format? What do you need from us to get started?”

Wow. Life is becoming so busy for some B2B marketers, it’s hard for them to stay on top of what works best. So they ask us copywriters to take the wheel and make these projects happen.

This puts you in the driver’s seat, which is a great position.

Because suddenly you’ve gone from freelance copywriter to trusted consultant and ally.

It shows that your client values your skills and knowledge. And when you’re a trusted ally … the work keeps on coming. Sweet!

So what do you do when your client asks you to manage a project … not just write it? First, don’t panic.

Keep this important fact in mind at all times: You know more about copywriting than your client ever will.

That may seem strange, but hear me out.

Your client is a very busy B2B marketer juggling a promotion schedule, budget, logistics, committee meetings, tracking results, managing various vendor and staffing issues, deployment of campaigns, and much more.

It’s very likely that your client can’t stay current on what works today regarding website content, white paper strategies, newsletter content that drives results, and so forth.

Instead, your client looks to you for this expertise. He or she may say, “I need you to take charge of this. Can you go ahead and create the [white paper, special report, case study, newsletter, etc.] with minimal involvement from me?”

And you say, “ABSOLUTELY!” with complete confidence because you’re serious about copywriting. You’ve been growing your skills and knowledge through AWAI, and you’re eager to please.

With AWAI’s library of B2B tools and resources, you’re never in the dark. You can help your client manage any copywriting project, whether you’re fairly new as a copywriter or have B2B experience.

Not sure how to write a white paper? You’ll find AWAI articles, webinars, and programs to help you.

Doing your first case study? Same deal. I refer to these excellent reference tools all the time.

With AWAI, you can be fully prepared for any copywriting project request from your B2B clients.

Go in there with confidence, and you’ll watch your business grow and grow with current and new clients who see you as a highly valued ally. If you have any questions, feel free to post them here.

Tomorrow from the trenches of B2B Copywriting: the smartest move you can make as a copywriter.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: November 27, 2012

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