5 Days to Your First Client:
How to Email Your Way to a Copywriting Gig …
This week, we’ve been talking about my simple system for pulling clients out of thin air using Proactive Marketing through email …
And yesterday, I gave you an easy 2-word subject line that’ll help you get your prospect emails opened. Now, let’s move into the actual email copy …
The first thing to remember is that you’re not sending a resume. Or a sales letter. Or a detailed biography about how your 4th grade teacher said you had “a heckuva lot of writing talent.” None of this matters to a potential client (nor do they care).
Remember—this is a COLD email, which means they have no idea who you are or what you want. So, you can’t be longwinded. You have to get to the point, and get to it NOW.
When crafting prospecting emails for my coaching students, these are the four main elements I focus on …
- Here’s Who I Am: Tell the potential client who you are right off the bat so he can establish your voice. Don’t come in with a direct-response doozy like, “Who Else Wants to Increase Sales and Boost Profits Through Better Copy?” That will get you deleted faster than you can say Eugene Schwartz. Just tell him who you are—simple and direct.
Here’s What I Do: After you introduce yourself, give the prospect an idea of what you do. This is pretty straightforward as well, but the key is to mention a specialization that rings true with the recipient.
So, for a golf-related business, I might do something like, “My name is Jay White and I’m a direct-response copywriter and marketer specializing in the golf market.” Now he knows who you are, what you are, and how it pertains to him. A lot of info covered in just one sentence—which is exactly what we wanted to do.
Here’s What Makes Me Special: This is the most crucial piece of the email. Because this is where you set yourself apart from all the other copywriters and establish your preeminence in the marketplace.
So, you need to say something along the lines of, “Not only am I a highly experienced direct-response copywriter and marketer, but I’m also (put what makes you special here).”Whatever it is, make it so the reader raises his or her eyebrows and says, “Hey now, this is somebody that can help us.”
Here’s How to Get in Touch With Me: End your email with a request to talk further and contact details. Again, very straightforward. Sign off with your name and website URL.
So, putting it all together, here’s how it might look for that copywriter with the experience in woodworking that I mentioned earlier this week:
Hi there. My name is John Doe and I’m a direct-response copywriting professional specializing in the woodworking niche. Hope you are well today …
I wanted to ask, is there anything I can help you with? I not only have a broad knowledge of direct-response copywriting and marketing, but I’m also highly experienced in woodworking, with over 20 years of experience building and crafting furnishings for myself and for others.
Which means I can quickly and easily help you market more effectively to your prospects and buyers through web copy, emails, newsletters, and more.
I’d love to learn more about you and your business. Please contact me through this email at your earliest convenience so we can talk.
Look forward to hearing from you soon … thanks!
See how simple that is? Couple of things to note …
- If you’re going to use the “quick question” subject line, make sure you actually ASK a question in the email or it won’t make sense.
- Be as casual and friendly as possible. Notice that I added “hope you are well” and other casual language throughout to make things less formal and rigid.
- If you have a specific number of years of experience in the niche, add that. Numbers are a great way of building credibility and making your “here’s what makes me special” statement really jump off the page.
Of course, everything can be tweaked to your liking, but that’s a good simple template you can follow for your Proactive Marketing. Like it? Hate it? Something missing? You tell me—post your questions and comments.
Tomorrow, I’ll show you where to send these emails and how to pinpoint the client prospects with the best possible chance of hiring you.
The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter
The AWAI Method™ combines the most up-to-date strategies, insights, and teaching methods with the tried-and-true copywriting fundamentals so you can take on ANY project — not just sales letters. Learn More »