Habit 4: Relentlessly Focus on Ideal Prospects
This week I've been sharing what I consider to be the five most important habits of successful B2B copywriters. In case you’ve missed my first three articles in this series, those habits are:
- Take the damn shot. (In other words, make a decision and then do it.)
- Give hard work a try.
- Treat your business like a business.
Today, I’m going to cover a habit that’s so important, without it your B2B copywriting business is doomed …
Habit 4: Relentlessly focus on ideal prospects.
I can’t begin to express how important it is to identify and attract ideal prospects and turn them into clients. In fact, the base of clients you build determines the success of your business.
Think about it. If you have a base of crappy, low-paying clients, your business will be miserable. Worse, you’ll probably be working hard and barely eking out a living. (I know copywriters in that situation.)
But, if you have even a couple of great clients … clients that are a joy to work with … clients who are happy to pay your top professional rates … clients who are able to give you lots of business, year after year … then life is great. Each day you’re working on the projects you want, with the clients you want, while making the money you want.
If that isn’t the definition of success, I don’t know what is.
To accomplish that Nirvana, however, you must have a relentless focus on ideal prospects. You have to know exactly the kind of clients you want to land and then go after them.
What is an ideal prospect for you?
That depends on several factors. However, there are two criteria that must be on your list:
- They can afford you.
- They can give you repeat business.
You want a client who can afford your professional rates. That’s obvious. Otherwise, the best you can hope for is getting booked solid with work that pays peanuts. Not an appealing scenario!
(The good news is, there are plenty of high-paying clients in the B2B world. You won’t have trouble finding them.)
You also want a client who has a continuous need for copywriting services. That way, if they like your work, they’ll hire you for projects again and again, month after month, year after year. The more you work with that client, the faster and easier the projects become, because you know their products and marketplace so well.
I think it was Bob Bly who told me, “A customer will make you money. A repeat customer will make you rich.” How true.
Building a base of ideal clients won’t happen overnight. You may need to take on a few low-paying projects, especially early in your business, to bring in some cash. But, your long-term focus must always be on reeling in ideal prospects.
Really, it’s the only way.
So, here’s what I want you to do …
Create a profile of your ideal client. Keep it handy, perhaps on the desktop of your computer. (Mine is on the bulletin board next to my desk.)
Then find those clients. Chances are, there is one out there today who is looking for a copywriter just like you. Please let me know your thoughts on the ideal client in the comments section.
Don’t miss tomorrow’s habit. It concerns the number one thing copywriting clients want from you.
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