Hit Your Copywriting Pitch Out of the Park

Patty — Sun, 04 Oct 2009 17:09:19 +0000

Remember that simple, three-step process I mentioned? Step 1 is to choose your niche. Step 2 is to create your pitch. While this post isn’t a how-to on creating your B2B marketing copywritng pitch, it does relate to the topic.

When preparing for a phone consult with a freelance copywriting prospect – or simply preparing to pitch a cold call recipient – it’s important to do your homework before dialing. The best way to do this is to visit the prospect’s web site. Here’s a recent example from my own copywriting business.

A current client recently referred me to a colleague that he had spoken to about my freelance copywriting and marketing services. Before making contact with this pre-warmed lead, I checked out his company’s web site to see if there was any low-hanging fruit that I could throw out during our initial conversation.

Although this potential client’s site wasn’t bad, I immediately identified two project types to pitch.

Press releases. The company hadn’t posted a new press release in several months. What’s more, the existing press releases on the site were less-than-riveting.
Case studies. There weren’t any case studies on the site. Although case studies aren’t vital to successful marketing, this particular company’s competitors all have them. Because of this, case studies become a more important element of a competitive marketing strategy.

Take Time to Research

When using a prospect’s web site as research, take time to actually read the content on some of the pages. You might see obvious ways to improve the copy – or add additional pages to fill in gaps.

Also, Google the company name and see how well the site is optimized. Does it have page-one positioning for the company’s keywords? Does the company have press releases that pop up in various places? Are they mentioned in industry-related blogs or e-zine stories?

Converting a Prospect into a Client

Understanding how your prospect’s company is positioned in relation to their competitors and what copywriting elements are missing from their web site architecture will allow you to actively participate in a conversation that centers on their needs. And don’t be afraid to pitch freelance copywriting projects based on your research. Your proactive approach will be appreciated and you’ll have a better chance of turning your prospect into a client!

Why You Need a Copywriting Niche

Patty — Fri, 25 Sep 2009 15:09:37 +0000

In my last post, I mentioned a simple three-step formula I used to successfully launch my business in just 90 days. The first step in my formula is this: When starting a freelance copywriting career, the fastest way to jump start your earnings is to pick a niche and market to that niche with single-minded determination.

My niche was (and still is) the construction software industry. Why on Earth would anyone choose construction as their specialty? Because the bulk of my recent experience was in construction software marketing and copywriting and I had connections in that industry. (Even today, 80% of my freelance writing projects are for construction software vendors, although I now work with clients in other markets.)

But your niche doesn’t necessarily have to be an industry (like mine).

It can be a writing type, such as:

Press releases
Customer case studies (one of my sub-niches in construction)
Writing web site copy
White papers
Data sheets
Ghostwriting trade magazine articles

Niche Copywriting vs. Generalist Writing

Many people might argue that they don’t need a niche because they can write “about anything.” While that may be true, that was not the approach I used. And, since this is my formula, I’m going to tell you: don’t try to be a generalist copywriter out of the gate!

Choosing a niche brings focus to your business launch. It helps you sell your services in a very direct way and streamlines the process of moving from concept to completion. If you truly want to be a generalist copywriter, broaden your offerings once you’ve established your niche business. (Although you might be surprised how, once you’ve established your niche, new work in that niche will come to you seemingly out of the blue!)

How to Choose Your Niche

When choosing your initial copywriting niche, select something that:

Interests you (so that you can enthusiastically sell your service);
That you’re good (so you can demonstrate your capabilities to your prospects); and
That you have some experience with (to give yourself credibility)

When contacting prospects by phone, e-mail or in person, you want to convey confidence that, if a prospect hires you, you’ll be able to get the job done. Breaking into freelance copywriting is easiest when you write what you know. Choose your niche accordingly!