How To Get New Clients In Tough Times




Copyright ® 2003 by Angela Booth

http://www.digital-e.biz/

*** This article originally appeared in our copywriters paid-
subscription ezine, Freelance Copy Write. You'll find that the
info is useful, no matter who your clients are. Whoever your
target market is, you CAN get business in tough times. Here's
how.***



You've heard it before: "Times are tough. No one's hiring
copywriters (or teachers, or plumbers, or builders)".

You may even be tempted to believe it. Don't. It's not true.
Every copywriter who's been in business for more than a year is
busier than ever right now. (I'm writing this in April 2003.) And
they'll continue to be in business as long as anyone's doing
business. As long as business people need to communicate,
business people need copywriters.

In tough times, you need to take a tough attitude to your
copywriting business. You need both will and determination ---
exactly the same qualities you need in the good times. So if
you've been listening to the doomsayers, cheer up. The following
strategies will get new business for you --- not only in tough
times, but anytime.

=> Focus on companies rather than agencies

In tougher times, change your marketing focus from agencies to
businesses.

One of the benefits of getting sub-contract work from agencies
(advertising, editorial, multimedia) is that it's faster than
working with businesses which may never have hired a copywriter
before. One of the drawbacks is that you'll get paid less,
because the agency wants to enhance its profits.

However, when companies are trimming back their budgets, the
agency may be the first ballast that's thrown overboard. DonÆt
get tossed away with the agency, contact those companies you did
sub-contract work for directly. (The agency won't object. Unless
you have a non-compete agreement with an agency, this is none of
the agency's business.) Many companies will be delighted to work
with you directly. They've still got work that someone has to do,
and they're saving agency fees.

Note: you may get a shock when you talk to some of the companies
you've worked for through an agency at how much the agency was
charging for your services. It will give your self-esteem a
boost.

When you focus on companies, focus on those which are out of your
comfort zone. I write copy for several manufacturing companies,
and for a heavy construction equipment company. You could fit
what I know about their businesses on the head of a pin, but I
donÆt have any problems writing copy for them. I ask questions,
read, and research until I (sort of) know what I'm talking about.
You donÆt have to be an expert in any area you're writing copy
for, people will be only too pleased to help you --- it's your
WRITING ability they're paying for.

If you're an agency sub-contractor, go through your archives for
the past couple of years. All those companies you wrote for under
the agency's auspices are now fair game. Call them. You've got
the perfect in. You've written for them before.

=> Use postal mail for direct mail letters, rather than email

Unfortunately the UCE (Unsolicited Commercial Email) creeps are
ruining business email.

Use direct postal mail to introduce yourself and your services to
companies. Call the Sales or Marketing Manager first, before you
send a letter. You can find out what the companies' needs are,
and address those needs when you write.

Be sure to follow up on every letter you send out.

=> Explain what you do

If you havenÆt done it already, write yourself an elevator
speech. This is a 50-word summation of what you do. Memorize
this. Most of the population have no idea what a "copywriter" or
"business writer" does.

In an ideal elevator speech, you not only say what you do, but
you also cover the benefits that you provide.

=> Give client references

Not testimonials. References, where you give the name and contact
details of someone you've worked for in the past. As in: "I've
written several proposals for Graham Cabot, the Sales Manager
over at Hightower Industries. You can call Graham at ________"

Lately I've had a couple of people mention to me that they're
shying away from testimonials, because references carry more
weight.

As far as I can tell, both work; so using both couldnÆt hurt.


=> Use the business directories and the Yellow Pages

Hike over to the library and go through a couple of business
directories and manufacturers' guides. You'll have more potential
clients than you could contact in a dozen lifetimes.

The manufacturers are a goldmine. They do all their own writing,
and most have never been contacted by a copywriter. Send them a
SHORT one page letter, introducing yourself and giving a couple
of references.

(Remember to follow up by calling them a week later.)


=> Use the phone

Call all your clients, both current and past. If you're just
starting out, then call everyone you know (including your
chiropractor and your dentist) and tell them that you're a
copywriter. Ask for the names of three of their contacts who
might need a copywriter. Call those names. Ask them for three
namesà and so on.

Let your fingers do the walking. Write a script first, and stick
with the script. Make one call, and go on immediately to the
next. This is where the will and determination we mentioned come
in.


=> Set yourself targets for numbers of businesses contacted

Aim for ten a day. At least. If you haven't got any work lined
up, you're going to have to do more than this. Aim for 50 a day.

Be stolid about this. Whatever your target is for daily contacts,
contact those businesses. Punch the numbers into your phone until
you develop calluses on your fingertips. You've been told this
before, but it's true: it's a numbers game, the more businesses
you contact, the more work you will get.


So there you have it --- seven clear and easy strategies for
getting work in tough times. Tough times are the BEST times for
copywriters, because every business needs clear and effective
communication. Get busy, and get working.


*** Resource Box ***

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