How to Score a “Win” With Your Client

When professional runners compete, they aren’t just racing against the competition. They’re also racing against themselves.

Running is as much about your “personal record,” or PR, as it is about winning the race. A PR is the fastest time you’ve run at a specific distance. Runners know they won’t beat everyone in every race. But every new PR is a personal win.

Hi, Li Vasquez-Noone here again. Today I’m going to show you how your preparation and practice will help you set a new PR in your copywriting — and make you a winner in the eyes of your client.

When copywriters work on an assignment, we generally aren’t competing directly with other writers — unless it’s a split-test or we’re trying to beat a control (a promotion that’s gotten the best results so far for a client). But we can improve our performance on each piece we write, and try to set a new PR each time.

An assignment is your chance to see how all of your preparation and practice has paid off. Use everything you’ve learned to write the best letter, web page, or email.

In addition to solid writing, there are many ways to impress your client and earn a new PR on your writing assignment. You can find several good suggestions in Mindy McHorse’s article on five ways to keep your clients happy.

My favorite tip is to add value by delivering more than expected. Hand in your assignment early, do additional research, or suggest an additional marketing technique to your client.

The more you over-deliver, the more likely you are to win big and set a new PR by giving your client results they’re thrilled with.

It’s important to give it your all each time you write for a client. Putting forth extra effort could mean the difference between a one-time assignment and being asked back for an ongoing series of projects. When you win, your client also wins, and everyone is happy.

Think about it … at some point you’ve watched a really close sporting event where both sides were evenly matched, and either one could have won. In a case like this, the winner is usually the one who put in just a little more effort. Have you over-delivered for a client? If so, feel free to share the different ways you added value by posting a comment here.

Once you set a new PR, it’s not time to sit back and relax. Tomorrow we’ll look at improving your copywriting with a postgame analysis.

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, 2013

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