How to Get Clients to Chase You Down and Get Paid Lots of Money
I found my first non-profit client by actively pursuing them.
I picked up the phone and called them. High pressure, persuasive sales … :-)
They agreed to pay me $1,000 for a fundraising letter … but only ever paid me $500, because someone on the Board changed their mind about the project.
It was the last project I ever did for them.
Contrast that with other clients that have approached me, with little or no effort on my part.
My average initial fee for clients that chase me down is over $15,000, and they treat me with great respect.
Plus, I average 6++ projects with these kinds of clients.
Which do you prefer?
Chase clients and get paid little … or have them chase you down and get paid lots?
The answer is obvious. (I hope you said clients that chase you!!)
How do you do it?
As I said, the answer lies in using my simple three-step process to the fullest.
and Step Three is … Match.
Once you know your market … and know how to get their attention … you need to get them to take action and actually hire you.
I call this action step “Match,” because you’re matching your services with their known demand.
Here’s how the Match part of all this works …
You know that old expression,
“You can lead a horse to water, but you can’t make it drink?”
That’s like saying, “You can pick the right niche, say all the right stuff, but you never know if they’ll hire you.”
And, I mostly agree, but what if we change the expression a little bit, like this …
“You can lead a horse to water, but you can’t make it drink … but you can salt the oats!”
In copywriting, “salting the oats” means you do and say things that make your potential clients really excited – almost desperate – to hire you.
In short, you become a recognized unique expert in your field.
Notice that I didn’t just say become an expert.
You need to be a unique expert.
Don’t let your niche compare apples to apples … make them compare apples to oranges … and if they want apples, you’re the only seller.
How do you become a unique expert like this?
The good news is I’m not talking about celebrity status. As a mentor of mine once said, “I’m famous among a very tiny group of people … but it pays very well.”
Yesterday, I asked you to consider experts you know and how you know they are experts.
You likely read an article by them in a trusted magazine … saw them on TV … had a friend tell you about them … or something similar.
You – yes YOU – can replicate similar steps and become a unique expert.
Once you know what your prospect is reading and watching and who they’re talking to, you simply position yourself to show up in those places and share a message that will activate the client’s RAS.
When they need a copywriter, you will be top on their mind.
Here are three steps you can take right now to become a unique expert …
First, discover your unique set of strengths.
I showed you how to do this earlier this week. If you haven’t done your “Peer Perspective” exercise, now’s a good time to go back and do it.
Everyone is blessed with unique gifts, talents, and resources. Yours are there. You need to discover them and talk about them. Tell your story!
Second, research events, publications, social media, and other information sources that are used in your niche.
Pick one you feel comfortable using.
For example, if your niche does live events and you like public speaking, choose events as a way to get your message out.
If your niche extensively uses social media and you’re a LinkedIn master, then pick social media.
Third, using RAS messaging we talked about yesterday, write a Query Letter.
A query letter is a simple letter that persuades an editor, event planner, celebrity, etc … to share your content with their audience.
Use this Query Letter template I’ve created (you can get it here, free of charge) to better understand the process and write a winning query letter.
The idea is very simple … when your target audience sees you on stage, reads your articles, or listens to your interviews, they’ll perceive you as an expert offering something they can’t get elsewhere.
They’ll be eager and excited to hire you and pay handsomely for the privilege. ;-)
So, there you have my simple, three-part system … Market, Message, Match.
But, to truly live the writer’s life and enjoy freedom of time and money, you need one more element in your system.
This last element allows you to increase your income year after year … even while you’re doing less writing (if you so choose).
What is this element?
I’ll explain it all tomorrow.
Before I go, I have a question for you … what is your niche?
I’d love to hear about why you picked this niche and what unique experience you bring to the table. You can share your thoughts with me here
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