Posted by: Carline Anglade-Cole
July 5, 2007
Issue #169

How to Grow Your Copywriting Business One Good Client at a Time

Remember when you got your first copywriting job?

I do.

I had hung out my shingle as a “copywriter” for almost a year, but still hadn’t gotten my big break. I was supporting myself by consulting in mail plan development. Definitely not what I wanted to do forever, but hey, it was paying the bills.

Then it happened.

I got a call from a list broker I’d worked with for many years. He had a male potency client.

The client discovered his buyer file was made up of over 40% African-American males. This guy had the brilliant idea he needed an African-American copywriter who would be naturally in tune to his newfound niche.

My list broker friend didn’t know any black copywriters with a track record, so he suggested me. (I’m ½ African-American, ½ German but 100% FEMALE – but I was the best he could come up with in a short period of time!)

When I talked to the client, I really fed into his belief that getting the “black perspective” would shoot his sales through the roof. He was thrilled to find a black writer so I got the job!

Ok, right now, I need to confess: That client’s belief that you have to be a black writer to identify with the black marketplace is in my professional and personal opinion, pure HORSE PUCKY!

Here’s proof: You’ve probably heard of ESSENCE Magazine – the magazine for today’s young, strong, black woman. Well, what you may not know is the copywriter who held multi-year controls for that publication is Bill Hebden – a 50+ year old, mild-tempered, WHITE guy!

Another proof: Clayton Makepeace created a kick-butt control and launched a health revolution in the women’s alternative health field. Is he a 40+ year old peri-menopausal woman? If so, he’s a real UGLY gal!

Here’s the truth: You don’t have to BE your market. You have to KNOW your market. The majority of the people I write to are 60+ year old white guys with serious health concerns. Do you think they care that a girl of mixed ancestry wrote the copy? No! They bought the products because I delivered sales promises that solved their immediate health problems!

Ok, my ADHD is kicking in – where was I? Oh yeah …

The secret to getting
and keeping good clients!

By the way, not only did I land that first copywriting job – but my package beat the pants off the current control! What’s more, the previous control was written by a very successful, white, MALE copywriter. I felt great and my self-esteem shot through the roof!

Now, I had a story to share with other prospects. Before, when prospects asked me for samples, I didn’t have any. Now I can tell them, “Sure, let me send you my latest control…” Who cares if it was my ONLY control!

That job quickly opened the door to write for other clients and eventually I had enough experience and successes to knock on the doors of the “Big Dogs” – Healthy Directions … Soundview … Health Resources … Boardroom … Rodale, Weiss, etc …

So learn these 5 lessons
from my humble beginnings …

#1: Network! I didn’t get my first copywriting assignment on my own. It was a list broker from a previous job that ultimately gave me my big break.

So make sure you let EVERYONE know you’re a copywriter. If you’re smart, you’ll “niche” yourself immediately. If you’re talking to investors, tell them you write for the investment field. If you’re talking to health nuts, let them know you’re a health writer. Eventually, you’ll really niche yourself. But right now, you’re trying to get a job. If you tell them you “write everything”, they’ll think, “you write nothing”.

#2: Don’t be a jerk! Face it, copywriting is a people field. You need people to hire you and you need people to buy what you’re selling. You’re more likely to get a job if a client likes you even if you don’t have a stellar résumé. If your personality is rough around the edges – smooth it out quickly. If you’ve made enemies from previous employments – send them a box of chocolates and apologize.

Clients don’t like to work with arrogant, self-centered and mean copywriters. One major health publisher confided in me a few years ago that they refused to work with a highly successful copywriter solely because he’s a “butt hole”. Ouch! That’s hundreds of thousands of dollars of royalties that guy is missing out on – not because he’s not a talented writer – but because he flunked charm school! Don’t be like him!

#3: Learn the art of persuasion. Here’s how copywriter-extraordinaire Gary Bencivenga defines persuasion:

Solve an Urgent Problem + Unique promise + Unquestionable proof + User-friendly proposition = Persuasion

That means to be a good copywriter, you have to know how to persuade people. So make sure you learn from the masters. If you’re reading The Total Package every day – you’re getting a Master’s degree in copywriting and direct marketing! Keep it up.

Work at making your copy simple to understand, believable, full of proof and impossible not to order your product! That will get you winning controls and regular clients!

#4: Don’t go after the “Big Dogs” while you’re still a puppy! I know you think you’ll be successful if you can get Healthy Directions, True Health, Boardroom, Health Resources, Weiss or Rodale to give you a shot at writing copy. But slow your roll, buddy! Here’s why:

When you work with these major players, you’re competing against the crème de la crème in copywriting. And the competition is cut-throat, to say the least. Your odds of beating these guys are slimmer than a bikini on an anorexic model! Plus, if you get a shot and blow it, you may not get another chance for a long time.

Here’s my recommendation: Pay your dues with the smaller clients. Search the web for clients who want to compete with the major players – and write for those folks. You’ll have a better shot at getting the job. After you’ve got a few controls under your belt, then go after the Big Dogs. You could say something like this:

“Well, Mr. Health Resources, I’ve got a control for one of your competitors. I can write a control for you too.”

See? If I was Mr. Health Resources, you’d have my attention. A success story in the same competing field – no matter how small the company – will get the attention of the big mailers.

By the way, I know Mr. Health Resources personally. This is no joke. You’d get his attention – and possibly even a writing assignment!

#5: Don’t be afraid to fire a client! I know I’m supposed to help you get clients – but it’s just as important to know how to fire your clients too.

Honestly, I’ve never fired a client. Instead, I’ve done one of two things:

Raised my fee so high the client thinks I’m crazy and he can’t afford me …

… and if he agrees to pay my ridiculously high rate, then I adjust my attitude and consider the additional income as payment for “pain and suffering.” Or…

… I make myself unavailable. A statement like, “My schedule is booked for the next year. Call me back in 2009” usually gets the message across in a tactful way.

But there is a lesson to learn from this:

Not all potential clients are a good match for your copywriting business.

If a client:

• Stresses you out …
• Prevents and stifles your creativity …
• Can’t make final decisions …
• Makes unreasonable demands …
• Is verbally abusive …
• Consistently pays his bill late or not at all …

Cut him loose and FAST! You became a freelancer to get out of the corporate crapola. Don’t get sucked back into it!

On the other hand, when you find a match – a really good client who keeps you busy and pays his bills on time – then spoil the heck out of him!

He’s a virtual “needle in a haystack” – so hold on to him! Deliver strong copy every time…beat your deadlines…offer additional services such as consulting, copy chiefing, or critiquing other packages, etc…

And tell him you enjoy working with him.

The beauty of this business is that one client can easily generate a five … six … evenseven-figure income!

All you need is just 1 or 2 of these clients and your business will take off like a rocket!

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE

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4 Comments »

1. Comment by John — July 5, 2007 @ 7:45 am

   That\’s extremely helpful,Carline.

   Thanks!
   John

2. Comment by Anthony Flores — July 5, 2007 @ 7:49 am

   OMG Carlene, you are SUCH a good teacher! I couldn\’t be happier that you\’re contributing your amazing knowledge and insight to everyone here. Please keep it coming!

3. Comment by John C. A. Manley — July 5, 2007 @ 8:47 am

   I just did that. Raised my fees to get rid of a client (that I liked but wasn\’t paying enough)… and he suddenly started being able to afford it.

   John

4. Comment by Melody — July 8, 2007 @ 10:00 pm

   Carline, you\’re the BEST. Thanks for sharing tips with us. Keep up the great work and thanks for sharing. :grin