As your copywriter, your main job is this: write content that gets your clients’ audiences to trust them. That’s it, plain and simple.
You’ve heard the whole “know, like, trust” marketing adage, right? If not, hear it now: in order to sell, prospects need to know, like and trust. So in order for clients to hire you, they need to know you, like you, trust you. In order for their prospects to hire them or buy goods from them, the process is the same.
So in your elevator pitch, you have one job: tell clients what you do in a way that assures them you can get their prospects to know, like and trust them. Luckily, you built a nice, clean list of offerings in the previous section, and can now use that to build your “know, like, trust” with your own clients.
I’ll let Crazy Eyes Sarah explain it a little deeper in this video from my Overnight Direct Marketing course, below. Check it out.
Okay, did Crazy Eyes Sarah make that a little more clear for you? I’m hoping so. I’m hoping your only takeaway from that wasn’t, “Jeez, that girl might need some therapy.”
Which she probably does. And she is getting it.
(Or that she needs to be more careful about her lower thirds … it’s supposed to say “Learn to Tell Clients What You Do.” Proof that you don’t have to be a genius to write for a living. Not sure what this says about us writers, but I’m going with it … mostly because I don’t know how to fix it myself and my video lady is a busy gal. Has this aside gone on too long? Maybe. But that’s part of what I do for my clients … write amazing asides! See, I’m putting my elevator pitch to use … )
Anyway, let’s circle back to that “know, like, trust” thing.
You’ll do this on a longer-term basis as well as in the short term. Long-term, the know part is easy. You simply tell people what you do and how you do it. An about page will usually sum this up. Like is pretty easy too, but it takes work and maintenance. A blog, social media profiles or at least some truly unique copy on your website. And lastly, trust. You need to sound like you know what you’re doing.
More than that, you need to be specific so that you can dispense with potential clients who won’t appreciate you. I encourage you not to think of this weeding out process as business lost. I promise you it isn’t. A client who doesn’t love what you do isn’t a client worth having. It’s not the principle of the matter, either. Logistically you will simply regret taking on these clients. They ask for more revisions, question your expertise, and don’t share your sense of humor or your idea of what constitutes “good” marketing copy.
So avoid the suck by nailing that elevator pitch. I’m going to walk you through this very specifically in the next section.
What do you do, and for whom? List your top three services as well as the top three people you provide them to. The last part is crucial.
I, for instance, write copy for creatives, entrepreneurs and academics. I don’t do it for large corporations, magazines, law firms or doctors, and so on. That allows me to specialize, so that when I talk to a creative, entrepreneur or academic, they feel like they’ll be taken care of by someone who knows the trade.
Remember, for me, it’s “not-boring, actually-fun, totally-worth-every-penny copywriting, content marketing and brand strategy.” You might use different adjectives, but should add character and charm while clearly referencing your direct marketing (and possibly other) services.
That’s it! You now have a 15-30 second pitch that you can confidently lob at potential clients, friends, family, alien invaders, vampires, time-traveling dinosaurs and anyone else who might want to hire you.
Okay, fine … only some of those will want to hire you. But it’s best to #beprepared.
If you liked the information in this post and want to take your elevator pitch to the next level, check out my marketing course, which also includes a dozen videos and worksheets to help you deepen your understanding of copywriting in general and direct marketing in particular. You can find out more by heading to the link and reading up on all the awesome shiz you’ll be able to do if you take it. If you just want to stay in the loop and get access to the Free Resource Library, go ahead and click that pretty picture below.)
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