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!
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