Client got on the phone yesterday, ordered a 3-piece email series.
We had a constructive talk and he asked me to send an invoice.
In the morning, there was no money but a question instead:
Martin, since I run a charity, margins are really very thin. Every dollar really counts with us. Do you feel confident that my investment with you will get sufficient response?
I just LOVE that question.
For one thing, because this person appeals to my honesty.
He wants to be confident his money will be spent well.
And he’s looking to see whether or not that matters to me.
Dude… Of course it matters. A lot.
In fact, I wouldn’t even take a job if I don’t feel it’s going to be a worthwhile investment for my client.
But more importantly: This client has his head on straight: He knows that copy is a tool in a process, not a standalone miracle solution.
It’s a link in a chain which means the process, the chain, has to make sense.
What happens before people read copy matters a lot, just like what happens after they read the copy.
To wit: I can easily write emails that generate clicks, or that cause people to call up for a quote.
But then what?
If the click takes them to a faulty landing page, the investment would indeed be void.
If a reader decides to call in but your staff doesn’t know how to convert a lead into a prospect, nobody gets any better.
And in such cases, investing in copy would make no sense.
So if you’re thinking about hiring a copywriter, make sure you ask questions. Tough questions, if you have to.
The response you’ll get will tell you a lot about the individual you’re looking to hire.
My response to him? “I don’t know, it depends. Let’s get on Skype and go over the funnel once again. If I feel the investment won’t yield the results you need, I’ll tell you. I’m here to get you results, not just earn a living for myself.”
Because in the end, what matters is that your copywriter helps you advance – it’s the only justification a guy like me has for being in business.
Want me to help you advance? Then you just might want to order up some stellar copy.
Comes with a guarantee, too: I don’t take any jobs unless I’m convinced your investment will pay itself back.
Details here: http://martinstellar.com/high-conversion-sales-copy/