You know, I’ve found copywriters to break out into one of two categories, either valued copywriters or undervalued copywriters. What’s the difference and how do you make sure you’re on the valued side? Stay tuned in this video.
Two Main Types of Copywriters
Hey. It’s Alzay Calhoun with Coveted Consultant. Yeah. I find copywriters to break out into one of two categories. Well paid, valued copywriters and underpaid, undervalued copywriters. What’s the difference? I can see the case for how someone may end up being an undervalued copywriter, because the work seems easy to do. I can type into a keyboard and create some copy and send it off. If I choose to outsource it, then it’s just because I don’t want to do it. You know what I’m saying? I don’t want to write the long article. I don’t want to write the long white paper, or whatever. I’ll just hire that guy to do it.
On the flip, the valued copywriters know that digital marketing expands with every day. It involves more and more things and tools and strategies with every single day. All of those strategies require some level of copy. The level of versatility required in a copywriter in today’s time is greater, broader than it has ever been before. The rub for you is: How do you structure your services to show that you have that level of ability? How do you maintain your premium standing in all of that stuff? Let’s look at the board and see a few examples.
Possibility: Writing an Auto-Responder Series
Let’s look at a really straightforward example. Let’s think about writing email followup, like an auto responder series. Before you go off writing an auto responder series for anybody, let’s look at the process of getting that done. Show your client the methodology that you use to get to the highest level email followup copy you possibly can. When you get to the end goal, what you have here should be measurable. Either it’s a number of messages, or it is a response that you expect, or an open rate you expect, or a click through you expect, what have you. In your process, everyone needs to know what you’re working towards, so there’s an objective set of metrics we can all agree on before we get started. Now, you can begin to work backwards.
You can’t measure anything until you actually have installed the copy somewhere. It’s got to be inside a service to be sent out. It’s got to get into a service. You can’t put it in a service unless it’s been drafted in some way. You’re going to have to draft and get it approved by whoever is involved in that process. All right? Before that, the client’s got to send you some information. Send me the current copy you’ve got, what you’ve thought about, what you’ve tried, et cetera. Then, we can begin from there.
The idea here is that you’re showing your client that there’s a process involved with getting to the end result. There’s no magic here. You need your client engaged in each of these steps. When you’re working with premium clients, they actually want to be engaged. They want to know what’s happening here. You also need to reflect back to them that you can handle the process as needed. If they need followups, if they need meetings done, if they need … Other people need to see the copy, et cetera. You can handle that somewhere inside your process.
Possibility: Writing a Video Sales Letter
Let’s look at another example. Let’s think about a video sales letter. Again, before you go launching into a video sales letter, you’ve got to show the client the process of getting to the highest level video sales letter possible. In its simplest video sales letter, is a series of slides with someone’s voice being recorder over top of them. Keeping people’s attention for five minutes, seven minutes, 40 minutes, or whatever, is a lot harder than it sounds. You understand that. Reflect that in your process. When you think about the video sales letter, there’s got to be a series of objective metrics you could agree on before we get started. The video should be a certain length, certain number of slides. It should get a certain response, whatever. However, you need to work, there should be objective metrics that you are prepared to be held accountable to. Now, you can work backwards.
You know what you want to have happen here. Going backwards, you’ve got to get this voiceover thing done. It’s got to be your client’s voice over these slide. It’s their business. You’ve got to get a process for that. Let’s go one step behind that. If slides aren’t made, then no one can do the actual voiceover. Someone’s got to make the slides and get those approved. Before that, you’ve got to get clear on a client’s voice and tone. What do they want to communicate? What’s most important? Establish those main bullet points, et cetera.
Laying this out on a website so it looks cute is one thing. Being able to deliver your services in this way is something different. You need your own process for how you establish a client’s voice and tone, and get there efficiently, not 19 different meetings. Officially establish their voice and tone and major content points. Then, you can move into drafting the slides. You use your templates, your tools, your tricks, all those things that copywriters know about, so you can effectively and efficiently create relevant slides and get them approved.
Then, you get here to the voiceover and you know that any homework you give to the client is up for debate. You may or may not get it back on time. What if, in your process, you set a date and time early on that says, “Hey. We’re going to do the voiceover together on X date, X time.” You don’t have to be there with them physically. You can be on the phone. You can do it via Skype. The point is to make sure that the client doesn’t break your timeline. You hold the client accountable. You’re there with them. The VSO can get launched when it’s supposed to. You can begin to measure your metrics.
Your job is to outline this for the client so they know what their involvement is at each step. If you don’t show them this road map, they assume they can just send you some stuff and you’ll make a letter, and it cost 200 bucks. You know that’s not fair nor appropriate. If you’ll accept the challenge of getting this organized and you’ll present yourself with this level of professionalism, then your client will appreciate you as the premium level service provider that you deserve to be. I’ll see you in the next video.