I belong to a few online groups for copywriters and marketers. Recently, a new member posted this question in one of the groups:
QUESTION: Hi! My name is Beth. I am looking to make additional income as a copywriter. However, it has been difficult to find leads. Can you tell me how to land my first copywriting gig?
Here’s the deal: there is no magic silver bullet when it comes to getting clients.
And Beth, as a self-confessed newbie, isn’t going to find easy answers from other copywriters.
MARY ROSE: Because selling is tough sledding, Cupcake!
Forgive me for the rant, but it’s my biggest one when it comes to copywriting.
You see, Beth is a creative writer.
Loves to write poetry.
Dreamy, wispy little things or hard rocks meant to crack open a person’s soul.
Whatever. She has a degree in English Literature.
Now don’t hate me for this.
But as much as I adore Jane Austen as the next English Lit geek, this type of writing is not effective for marketing copy.
Sure, you may see something poetic in the occasional ad but it’s an exception, not a rule.
And the other thing… Learn how to sell something.
Anything. Even if it’s Girl Scout Cookies.
(By the way… a BRILLIANT cookie-selling strategy by one very smart young girl. She positioned her table of cookies right outside a medical marijuana clinic. Priceless.)
When copywriters lament about trying to get clients, it makes me chuckle.
Because it’s so ironic.
Their prospective clients are also trying to get clients.
And if you’re the person who is supposed to be good at selling someone else’s business with words but you can’t sell your own service…
Well. You get the point.
I have a secret to share about sales.
The best sales people are inwardly, frustrated actors.
If you read enough about sales people ‒ especially in the ad industry ‒ you’ll find that many of them at first wanted to be an actor.
But they ended up in advertising, marketing or sales.
It’s not hard to understand the connection.
Sales is telling a story. A good one.
It’s a performance.
One that makes people feel something, long for something.
It hits them in a spot deep inside and brings out a better outcome.
It’s why the door-to-door salesman quickly learned theatrical secrets in order to keep doors from slamming against his face.
Keeping an audience entranced.
Name it whatever you want but if you don’t realize that you’re in the business of sales… even with words, then you’re in the wrong business.
Beth will figure it out.
And as far as I’m concerned, sales, advertising, marketing… is the most exciting field to work in, hands down. At least for me.
If you’re looking for big box office sales ‒ and someone to put on the best kind of show for your buyers ‒ reach out.
I’ve got a roster of marketing “star” tactics you can put to work.
Your “There’s no business like show business” girl…