BUSTED!
Noted business coach declares:
“MAKEPEACE IS TOTALLY WRONG!”
In this issue:
Why my partnership model
will NOT work for you
Why you should lower your fees
and never, EVER ask for a royalty
Why you should resign yourself
to having your copy treated
like any other common commodity
(And why you should emphatically
reject this advice)
PLUS …
- Why smart business owners desperately want to pay copywriters ten times more – and why penny-wise pound-foolish business owners inevitably wind up with substandard profit growth
- Eight qualities that tell you a business will be an ideal partner – and three red flags that tell you which businesses you shouldn’t touch with an eleven-foot pole (you know; the pole you use to touch things you wouldn’t touch with a ten-foot pole)
- Four easy ways to instantly intensify and deepen your relationship with any client – and how to compel your freelance clients to insist on a longer, more mutually profitable partnership with you
- How to do “the impossible” – Secrets for structuring more profitable partnerships when creating lead-producing campaigns and website copy
- When to tell a prospective client to stick an assignment “where the sun don’t shine” – when your dignity and self respect are more valuable than money
- And much more!
Dear Business Builder,
Things are getting pretty exciting around here: Business owners and copywriters all over the world are abuzz over the partnership model I’ve been describing over the last three weeks.
We’ve had nearly 200 blog postings so far and my feedback box is packed to the rafters with still more thank-yous, questions, and suggestions for future articles.
So far, not even one reader has said a single negative thing – either in an e-mail to our feedback box or on the blog at the end of each issue.
But there IS one, little dark cloud on the horizon …
Last week, Michel Fortin – who weighed in on the blog after my second issue in this series with, “Brilliant, brilliant, brilliant! That’s all I have to say. 
” – sent me an e-zine he recently received with the following headline:
CLAYTON MAKEPEACE IS TOTALLY WRONG!
My first reaction to the headline was a big smile. “Finally – a dissenting voice! A little controversy! This is going to be fun!”
But as I began reading the reasons why – according to the editor – my contention that the freelancing model limits your income and that my partnership model is far superior, I started giggling … then chuckling … then laughing so loud, The Redhead rushed into my office thinking Martha had sent me another Hillary Clinton joke.
Now, before we take a look at the reasons why the editor says I’m “TOTALLY WRONG!” there are three things you should know:
First, I’m not going to give you the editor’s name because telling you who it is might cause some newer writers to seek out the editor’s e-zine and accept what I believe is very, very bad advice … and because my momma taught me that it’s not polite to publicly embarrass anyone except for politicians and lawyers.
Second, the editor purports that the e-zine’s purpose is to help copywriters find “great clients.” (Keep this in mind as you read on …)
And third, as you read these objections, you’ll probably begin to wonder if I made them up – that I’m just creating a “straw man” who’ll throw easily refuted softball objections at me so I can knock them out of the park.
Let me assure you: Each of these objections actually appeared in the e-zine in question and is accurate both in its wording and context.
OK – so why is Makepeace “TOTALLY WRONG”? Why does the editor – hereinafter referred to as “The Critic” – say freelancing does not limit your income? Why isn’t my partnership model a far better way for copywriters and clients to work together?
Let’s count the ways:
“The Critic” says …
“Not every client will partner with you.
“Can you imagine Microsoft changing their
entire business and marketing model
just to work with me the way I want them to?”
I say: If your definition of a “Great Client” is Microsoft, Intel or Wal-Mart – massive, multi-billion-dollar global conglomerates that produce 99.99999% of their profits through NON-direct-marketing channels …
To whom the work you do has little or no real value because it has no noticeable impact on their bottom lines …
Who therefore believe sales copy is a cost (not an opportunity) – a common commodity that should be purchased from the lowest bidder …
You are definitely barking up the wrong tree!
These are not “great” clients. In fact, these are precisely THE WORST kinds of clients any copywriter could ever work for!
A “great client” is one:
A. Who relies on direct response marketing for all or nearly all of his income …
B. To whom incremental increases in response and average sale mean big leaps in growth, in bottom-line profits and in personal income …
C. Who understands that the effectiveness of his sales copy is the single most critical variable for producing those increases, and …
D. Who treats the source of that more effective sales copy (YOU) with appropriate respect – both personally and financially.
Oh – and by the way – let’s think about what it means to do what “The Critic” seems to be espousing here: To structure your fees and business model so as to appeal to “every client.”
To do that, wouldn’t you have to make yourself attractive to the lowest common denominator in your prospect group – the cheapest, most venal client companies in your industry?
Wouldn’t that mean settling for a fraction of what better clients would be perfectly happy to pay you?
And wouldn’t that mean living with less than optimal working relationships with companies that are more likely to use you, abuse you, and then throw you away the minute they can find another writer who charges less?
“The Critic” says …
“If I did insist on a partnership arrangement,
what would keep her (my client)
from going to a competitor
who’s happy with a flat fee?”
I say: Why wait to get fired? If your client thinks this little of you, why not just call her now and tell her to stick her next assignment “where the sun don’t shine?”
If the only reason your client doesn’t replace you is that you charge less than “the other guy” … if she views your copy as little more than a common commodity that should be purchased from the lowest bidder – like staples, paperclips, pens and yellow pads … every dollar she pays you is probably COSTING you $10 or even more you could be earning from a client who values what you do.
If the business owner or marketing exec fires you for suggesting that you take a larger role in her business and that she give you a fair share of the increased profits you produce, only one of four things can be true:
A) You’re not writing direct response copy: You’re writing editorial or advertising copy that does not produce a measurable response and therefore has limited value to your client.
SOLUTION: Get a better client.
B) Direct response projects have little impact on the client’s bottom line: You’re writing direct response copy, but sales derived from direct response promotions in general (or the projects you’re working on in particular) comprise such a tiny part of the client’s business that any increase in profitability you produce is meaningless to the company’s bottom line.
SOLUTION: Get a better client.
C) Your client is an idiot: If your copy does make the client more money but she doesn’t want to expand your involvement in her business – maybe even convince you to work exclusively with her – and compensate you accordingly …
If she’d rather fire you and move on to a cheaper writer who’s an unknown quantity – or worse, who can’t produce the results you do – she’s a drooling moron.
SOLUTION: Get a better client.
D) Your copy sucks: It’s no more effective than what the client can get from any other schmuck who darkens her door – in which case you should thank your lucky stars that anybody would hire you, regardless of how insulting or limiting the relationship is.
SOLUTION: Pucker up, baby! Kiss whatever bodily parts you have to in order to keep whatever writing job you’re lucky enough to get.
Then, spend every spare moment refining your skills. And when you’ve developed the chops to actually increase your client’s response, average sale and ROI …
Get a better client!
And then there’s this: I’ve never suggested that copywriters should insist on partnering relationships right from the get-go.
What I am suggesting is that you find ways to intensify and deepen your relationship with clients with every contact – and to let it happen naturally.
If you’re writing front-end promotions, ask to see the psychographic profile of the prospects your client is targeting – and suggest other prospect groups the owner should be testing.
Buy the client’s product anonymously, then send him an e-mail suggesting ways the ordering process can be improved.
Examine the thank-you and receipt letters the company sends after a sale and the stuffers it inserts in the package that delivers the product – give him creative ways to improve this process and copy.
File a complaint – then send a report with ideas his customer service people could use to do a better job of retaining customers.
In short, demonstrate your knowledge, creativity and commitment to the business owner’s success at every opportunity.
I’ll bet you big money that if you do all this and do it well, THE CLIENT will insist on a deeper, longer, more intense and more mutually profitable relationship with you!
“The Critic” says …
“And one more thing: maybe the client is happy
with their level of profitability!”
I say: THIS is this your idea of a “Great Client?” A company that doesn’t want to grow? A business owner who doesn’t want greater profits?
When I meet a business owner who says something that stupid, I start my phone recorder and make say it again. Then, I call everyone into my office, play the recording and we all laugh at him.
And if it’s a publicly traded company, I speed-dial my broker and short the heck out of the stock.
Looo – hooo – hooo – SER!
“The Critic” says …
“What if my client wants me to write website copy?
“How do we partner on that?
How do you measure ROI?”
I say: You’ve got me there! If the client invests nothing in his marketing media (e.g. companies that market exclusively on the Web), there can be no return on investment – no ROI.
So, if you’re taking a percentage of ROI, you get a percentage of zero.
How brain-dead dumb would you have to be to write that into a contract?
Thing is, I NEVER SUGGESTED that you take a percentage of ROI. Just that as a partner, you ask for a percentage of the increase in profits you produce: Your copy brings the client an extra $1 mill, you get $100,000. Dollars to dollars. Now that kind of check is easy to write.
I’ve even seen clients giggle when they sign them!
“The Critic” says …
“How do you take a percentage
when you’re doing lead-producing campaigns?
“How much fun do you think it would be
to follow a lead for months and even years,
calculate the costs over time,
and finally one day get a check for the first order?
I say: Uh-oh. Insurmountable problem here: How do you take a percentage of profits (or increased profits) on promotions that aren’t supposed to create a profit?
Wait – maybe there is a way – if you actually think about it for more than a nanosecond … and if, instead of freezing at the first sign of a challenge, you focus on finding the opportunity hiding behind the challenge.
For one, you could simply work for a royalty on the number of pieces mailed.
Example: The client is now paying fifty cents to mail a lead-producing letter to each prospective client (list rental, printing, postage and processing).
So he’s spending $500 per thousand to mail, say, 200,000 of these letters each month. That’s $100,000 per month.
The letter he’s mailing now generates a 10% response (fairly common response rate when the prospect isn’t being asked to spend money; just to send for more info).
That means for every 1,000 letters he mails, he gets 100 leads: His 200,000-piece monthly mailings are bringing him 20,000 leads per month, which his marketing department then turns into sales.
But you think his lead-producing copy sucks. You know you can beat it. You think you can get him 30% more leads for every dollar he spends to mail his lead-producing letter. And you tell him so.
You say you want to write the copy for him for free if he’ll agree to two conditions:
- He’ll test 20,000 of your letters against his control in his next mailing, and …
- If he likes the results your copy produces, he’ll pay you a royalty of $50 per thousand pieces mailed after that first mailing, as long as he uses your copy.
|
Without You |
|
|
Mail Cost: |
$500 |
|
Response Rate: |
10.0% |
|
Leads Per Thousand Mailed: |
100 |
|
Client’s Cost Per Lead |
$5.00 |
|
|
|
|
With Your Copy & Royalty |
|
|
Mail Cost: |
$550 |
|
Response Rate: |
11.5% |
|
Leads Per Thousand Mailed: |
115 |
|
Client’s Cost Per Lead |
$4.78 |
Here’s how it works: When the client mails your letter (after that first, royalty-free test mailing), it’s going to cost him $550 per thousand pieces he mails – a 10% increase.
Instead of paying $100,000 to mail those 200,000 lead-producing letters, your royalty bumps his mailing cost up to $110,000 per month.
Now, let’s assume you’re WRONG …
Let’s say your lead-producing letter increases his response only by HALF as much as you thought it would: A meager, perfectly doable 15%.
Instead of getting 100 leads per thousand pieces mailed, he’s now getting 115.
That means, even after paying your $50/M royalty, the client’s cost to produce each lead has just fallen from $5.00 to $4.78.
RESULT: Client gets 15% more sales leads and lowers his lead cost by twenty-two cents apiece.
He dumps his old lead-producing letter and mails 200,000 copies of yours every month – and pays you royalties of $10,000 per month; $120,000 a year.
Oh – and once you do that, don’t you think a sane business owner would want you to do even more for him? Maybe create his lead-conversion promotions for him and pay you another percentage of the increase in sales you produce?
See? Win, WIN!
IMPORTANT: The client is not in business to generate leads. He’s in business to generate profits. So if your copy generates less-qualified leads – leads that become customers at a lower rate or at a lower average purchase than his old letter – he probably won’t mail your letter for very long. Just until he figures that his closing rate has plunged.
So as you can see, there’s both an art and a science to creating lead-producing campaigns that produce optimal bottom-line results – ‘way too much to teach in an e-letter like this one.
My point is simply this: If you’re only looking for reasons why partnering won’t work, pretty much any cockamamie excuse will do. But if instead, you look for ways to MAKE it work, a lead-producing company can be a FANTASTIC client to partner with.
“The Critic” says …
“You must realize that Clayton is targeting
those of us who are attracted to copywriting
for the money above all else.
If it’s not your goal to make multiple millions,
then his message is not for you.”
I say: Baloney. My mission is simply to help you work smart – by earning maximum dollars for every hour you work.
That doesn’t mean you have to want to make millions … or work longer hours … or give up your dreams of working where you want … or sacrifice your freedom in any way.
To the contrary: Once you learn how to earn more in a month than other writers earn all year, you could even choose to forego the extra income and take 11 months off each year (I have)!
On the other hand, once you master my approach – acquire the knowledge, skills and tools required to make more money for every hour at your desk – you can also choose to go for the big bucks.
Your call!
“The Critic” says …
“Clayton may have "stumbled"
upon partnering (his word),
but it’s not at all a new model for copywriters.
“I’ve done it and my coaching students have done it.
“It frequently fails.”
SURE DOES!
Unless you’re MUCH luckier than I’ve been, you’re definitely going to kiss a few frogs before you find the company with which you create a long-term partnership. I’ve had partners flake out on me plenty of times. And I’ve fired more clients than I care to remember.
In some cases, the chemistry wasn’t right; one or both of us found we just couldn’t stand working together.
Or maybe the client’s corporate structure was such a jumble and employees were so incompetent, they were incapable of implementing the strategies and tactics I gave them – let alone field the promotions I gave them.
Heck. On at least two occasions, a client’s legal beagles had him so frozen by fear, he let them gut my copy and I had to walk away in self-defense.
But my partnership model also frequently works.
And when it does, your client sticks with you for years and there are millions to be made – for both of you.
And let me let you in on another dirty little secret:
Freelancing also “frequently fails.”
You may not get the control. You may get the control, but a new writer can beat it before you earn royalty dollar #1.
And either way, you’ll find yourself spending hours, days, weeks, even months each year doing things that don’t make you money. You get paid to write. You do NOT get paid to line up new clients or to research each new company, product and prospect universe you work with.
And of course, even if you decide to work for crappy freelance clients and accept peanuts in the form of puny flat fees – you can still get fired if another writer offers to work for less.
“The Critic” says …
“Clayton can partner with businesses
because he knows much more than copywriting…
he knows marketing.
“He knows about list acquisition
… he knows what offers work
… he knows his target markets inside-out.”
So I guess that means, once you gain this knowledge, you can do it too – right?
Bingo.
“The Critic” says …
“Sooooo…What did Clayton get right?
“For his particular niche
(largely comprised of publishers),
he’s leading the way,
offering insights into what’s possible
if you put your ‘I can do anything’ hat on.”
Right: Partnering only works with publishers.
Oh – and rare coin retailers like SRC and Blanchard & Company.
And nutritional supplement companies like Health Resources.
And fund-raisers like the charity for handicapped children I worked with in the ‘80s … and the national political party I’m working with now.
And that engineer in California who invented a new kind of water heater but didn’t have a marketing bone in his body whose business I exploded.
And that Beverly Hills chef who needed help selling his pastries through the mail.
No other company owner or marketer would ever dream of paying you for performance and then deepening that relationship into a long-term partnership.
… Except that one real estate guy who offered me 10% of his $200 million business last August.
… And the conference organizer who gave me a 50/50 partnership a few years ago.
… And the guy who’s after me right now to help him sell a car that gets you from coast to coast on $4-worth of fuel … goes zero to 60 in six seconds … and costs less than $20,000.
Of the 25 million small businesses in America, these are the ONLY ones who would ever accept a marketing partner … a business growth strategist … a rainmaker.
Right.
Then, after all these objections, “The Critic” ended with this …
“Partnering is very smart business
if you have master-level skills and knowledge.
“Let’s hope Clayton has figured out a way
to teach copywriters how to do this safely
for their clients, as well as themselves.”
Yeah, I think I can – and judging from the enthusiastic e-mails and blog postings this series is generating so far, lots of other copywriters and business owners do, too.
Yep, I said “business owners” are posting and e-mailing us rave reviews about this model, too.
I know – surprising; right?
You’d expect copywriters to be jazzed about multiplying their income ten-fold with my partnership model – especially considering the alternative.
But business owners? Just how excited could they possibly be about paying a copywriter/business-building partner ten times more?
Pretty darned excited, as it turns out!
Because this isn’t just about how copywriters can make millions.
It’s about how a marketing mastermind – a rainmaker – with tools that extend beyond writing to marketing strategy and tactics and even management can make millions BY MAKING HIS OR HER CLIENT TENS, EVEN HUNDREDS OF MILLIONS!
When you think about it from a business owner’s perspective, great sales copy – although indispensable to accelerated business growth – is really only one part of the success equation.
The best sales copy ever written won’t do much good if the positioning of the company, spokesperson or product is off-target.
Or if the marketing strategy is a mess.
Or if the people who see the sales copy aren’t well qualified.
Or if the pricing or payment method is wrong for the audience.
Or if, because of internal SNAFUs, too few qualified prospects see your sales promotions each year.
And if my career proves anything, it’s that identifying and eliminating these key choke points inside my clients’ companies …
- Multiplies the number of qualified prospects who see my new customer promotions; thereby multiplying the number of new customers created each month (and of course, multiplying my front-end royalties), and …
- Multiplies the response, average sale and return on investment generated by promotions to existing customers; thereby multiplying the company’s sales revenues (and of course my royalties on those sales).
When you do that, you automatically multiply the company’s profits AND the copywriter’s share of those profits, making both of you much, much richer.
And the really cool thing is that once you go to work, this quantum increase in income can happen almost instantly!
In my blog at the end of last Monday’s issue, (you ARE checking in daily, aren’t you??), I told the true story of a friend of mine who stepped into a small company, identified a huge opportunity on the company’s customer file, wrote a simple eight-page sales letter, had it mailed to customers and generated nearly $10 million in sales.
The entire process – selling the client on the idea … writing, printing and mailing the letter … and collecting the money … took less than 30 days!
Copywriters – rainmakers – who take just 10% of the revenues on a deal like that can make $1 million in a month and still leave their client $9 million richer.
Again: Win, WIN!
For future Rainmakers only:
Eight easy ways to spot your ideal partner
The way I figure it, only two kinds of copywriters read The Total Package:
- New copywriters who have yet to bag their first real client and …
- Copywriters who do have clients and are looking to increase their income.
Whichever group you fall into at the moment – and whether you’re working as a freelancer, flitting from client to client or partnering with a client or two – one thing is true:
Deciding what kinds of clients you’ll work with has a greater impact on your financial success than any other consideration.
I don’t care how smart you are or how compelling your copy is; if your client’s mindset, commitment, products, employees and processes are sub-par, you’re fighting a hurricane-strength headwind that will almost surely diminish your response and income.
Conversely, a great client – an owner whose company is primed for growth at every level – can multiply your earnings potential.
So how can a copywriter/marketing mastermind/rainmaker know which kinds of companies are most likely to make you rich?
Well, guess what? “The Critic” has already told us: Precisely the opposite of the types of clients described in the objections to my partnership model above:
- A client who relies on direct response marketing for all or nearly all of his income …
- To whom incremental increases in response and average sale you’ll produce mean big leaps in growth, in their bottom-line profits and in their personal income …
- Who understands that the effectiveness of his sales copy is the single most critical variable for producing those increases …
- Who treats the source of that more effective sales copy (YOU) with appropriate respect – both personally and financially …
- Who is passionate about growing his customer base and profitability …
- With whom you enjoy working and who likes working with you …
- Whose corporate structure and employees facilitate the implementation of the marketing strategies and tactics you’ll give them and field your promotions quickly and efficiently, and …
- Whose legal and compliance procedures allow you to work with his attorneys to develop promotions capable of producing maximum response within established legal guidelines.
And guess what? I’ve identified seven more characteristics to look for in the companies you partner with.
But this issue must now come to an end – it’s 5:02 AM; time to go work out – so the rest of my thoughts on this will have to wait until tomorrow.
So be sure to bookmark this page and check in for more tomorrow morning.
In the meantime, here’s a challenge for you:
Why don’t YOU TELL ME what characteristics you think are most crucial in clients you’re looking to partner with?
And why don’t you tell all of us what additional knowledge and skills copywriters will need to attract better partners and become rainmakers for them?
Can’t wait to see what you have to say!
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE™
P.S. Bookmark this page! To help you through this – and to help as many copywriters and business owners as possible share in the success I’ve achieved through my partnership model – I’m going to read your comments every morning and respond to you personally, right on this page.
So do us both – and the rest of our readers – a huge favor? Use the feedback area below to tell me what you think about this article. Ask anything you want. Tell me I’m full of crap if you want to. Let’s have a lively chat about ramping up YOUR income!
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52 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by lawton chiles — February 4, 2008 @ 11:42 am
Clayton and Co, i ran your idea about partnering for a % of profits by my parents who are successful, and they said there would be no way to track the results, and the client didin\’t want to take time to do all that measuring.
They suggested a retainer which is fine. It was pretty discouraging though.
Comment by John Scola — February 4, 2008 @ 11:46 am
Is there a correct way to enter a revenue partnership deal such that your personal assets won\’t be exposed to the creditors of your business partners?
Comment by Susie Henderson — February 4, 2008 @ 12:13 pm
HI Clayton,
Thanks for continuing the teaching. I can see I\’ve been bumping into too many of the wrong clients. Gotta dig deeper and find the right kind.
Say, I want one of those cars. Please tell me you\’re going to help the guy market them so we can quit ruining planet earth!
Let\’s see, characteristics of good clients:
Someone willing to work with a one-woman-show, instead of a \”company\” (or one-man-show, if you\’re a guy), as long as that woman/man can deliver the goods.
Someone willing to show you their failures as well as their successes in past marketing efforts, so you can both learn from them and do better.
Someone not afraid to test something completely different.
Skills of a good copywriter/marketing pilot: (By the way, I liked Business Architect)
My newest skill I\’m working on is to think of prospective clients like friends or family, rather than a source of income for me.
When people I know ask how I\’ve handled my food allergies, I\’m always happy to tell them my resources. Even excited to tell them, so they\’ll feel better, too.
I\’m trying to translate that to my clients. I need to think of them as friends whom I want to help overcome an obstacle. Even if I don\’t immediately know the solution.
Main idea: you need to want to help, and both of you will profit.
Thanks again, Clayton!
Susie Henderson
Comment by Clayton Makepeace — February 4, 2008 @ 12:17 pm
Lawton, tracking results is easy.
For one thing, everything that happens online can be tracked. Purchases made in shopping carts are dutifully tracked – usually by an independent third party – as are opt-ins through standard affiliate software.
As part of your arrangement with your client, you simply request access to these accounts.
Offline, every direct response company tracks responses to every promotion – so again, it\’s simply a matter of getting your client to agree to share those reports with you.
And John, your contract with your client should include a provision in which the client takes legal responsibility for the campaigns that you create but he executes.
If you like, you can also include a \”hold harmless\” provision and another in which the client agrees to reimburse you for any legal expenses you incur as a result of a lawsuit or regulatory action.
If you\’re concerned about this, you\’re going to love the next couple of issues – I\’ll give you a contract that I use. In any case though, I strongly recommend that you make sure your own attorney reviews every agreement before you sign on the dotted line.
Hope this helps …
-Clayton
Comment by Clayton Makepeace — February 4, 2008 @ 12:24 pm
I love your idea: Thinking of prospective clients as family.
When you partner with a client, you\’re essentially pledging your loyalty … promising to expend your energy and your talents to grow his business.
It only works when you deliver great value.
-Clayton
Comment by Melani Ward — February 4, 2008 @ 1:10 pm
Clayton, I love this idea. I have had lots of random clients here and there and always feel the toughest part is coming up to speed on their business and what they have or have not been doing for the past few years. The jobs I have enjoyed the most have been with those handful of clients that I stuck with for a long time. I became part of the marketing team and dug deep into their business. When it came time to write, I could hit the ground running. I knew what they wanted, what they needed, and how to execute it. It was a win win for both of us. Loving these posts and reading all of the comments. Looking forward to more! Thanks.
Comment by Carolyn — February 4, 2008 @ 1:12 pm
Hi Clayton,
I just LUV the way you take \\\’no prisoners\\\’! Kudos to you. :grin
Your style is wonderful … no nonsense, obviously seasoned and accomplished. I like that.
Well, I\\\’m one of those copywriters who is also a whole lot more!
In fact, I bring some executive experience and marketing/business sense to the table.
I\\\’m a big picture person and know that I can help in strategy to accomplish the end goal; not just write copy.
Actually, I can\\\’t help but zero-in on what else a business owner is (or isn\\\’t) doing … their processes, mindset, what\\\’s working, what hasn\\\’t, what\\\’s unique about them, etc.
So, a potential partner would have to understand the value in this.
To judge partnership material, I must find out if they\\\’re willing to break the molds and BE different.
If they act like I have two heads, by asking a lot of probing questions, I often suggest they find someone else.
So, a potential partnering situation requires an owner who\\\’s open to being different, to growing and to acknowledge he/she would not grow, without great strategy and great/compelling copy.
In many businesses, it\\\’s the \\\’cobbler\\\’s kids have no clothes\\\’ syndrome …
Meaning, they may know their industry pretty well, but they don\\\’t know how to market it in a way to appeal to their buyers.
Additionally, I have to like the person and believe he/she will be honest and truly appreciate me.
If they\\\’re a jerk, it costs too much in negativity and aggravation and, since life\\\’s too short to deal with jerks everyday … I have to pass.
Honesty is also imperative, of course.
Again … thanks for your style!
Carolyn
Comment by Jennifer Gibbs — February 4, 2008 @ 1:32 pm
Clayton,
It\’s so funny to check my email and find yet another instance of perceptual bias in action. Just more proof that when you put questions out there to be answered, the answer usually magically appears within hours or days…
I just spent the last 36 hours answering these same objections from my own \”partner\”, my hubby. It was a great exercise finding ways to answer them with the same answers you did, and then sitting down and reading those answers as you so humorously gave them.
My advice to those who are hearing the little devil on their shoulders whispering the same excuses in their ears: find a way you can bridge the gap!
I\’m so sick of \”freelance\” clients thinking they can just drop in and dump \”last minute\” projects on my lap and then get upset that I just can\’t do it when they need it because I\’m already working on an A+ client\’s work right now.
I sat down this morning and created a simple system that will gradually allow me to broaden the scope of my relationship with existing clients to the partnership level, get rid of clients who are coming in at a C- or below, and to recruit NEW clients (usually courtesy of Guru.com) that will easily make the transition into the partnering program.
It\’s a tall order, but when I sat down and started working it out, it turned out that a simple monthly grid, provided on my website, would be enough to start showing the value of my time, how much of it is already invested elsewhere, and how to insure that they can reach the point where I\’d be willing to devote darn near every minute of my writing schedule to them and their promotions each month, with very little out of pocket expense to ease \’em in.
Now, I\’m a letter person, not a numbers kind of gal, but it only took me 2.5 hours to sit down and figure out how to get from where I am to where I need to be.
Thanks for bolstering my confidence in my new direction. I\’ll keep you posted. I\’m trying to foster the attitude of gratitude around here, and I\’m always grateful for your insights and advice!
Jennifer
P.S. I have a quick question - I recently did an email clean up and found an old notification that I\’d been selected to enter the second phase of your hiring process (in the SPAM folder, of all places, tucked between Viagra ads and pleas from foreign widows). Is it too late to send it over?
Comment by Wendy Makepeace — February 4, 2008 @ 2:26 pm
Yes, Jennifer..you still have time to get it in. We are still reviewing and jobs are still open.
Thanks!
Wendy
Comment by Geoff — February 4, 2008 @ 5:57 pm
I am on \”The Critic\’s\” mailing list and got the piece you are discussing here. I was wondering how you might respond. Seems to me you did a pretty good job.
Comment by Glen Kohlenberg — February 4, 2008 @ 6:27 pm
Clayton your driving me nuts!Your from the old school and in the paper business and it is easy to track.
So I read between the lines with paper/web advise.
Do you suggest they are both the same when it comes to your advise?
If you said YES then I think your nuts!
I am a newspaper/postcard advertiser in the 54 plus construction market in Florida.
The biggest problem I have is time.It takes to much time to get to the results by the time we do testing more testing then finally the real sales.
The internet is so much faster and easier to me but I just have not took the leap yet.
How did you teach an old dog new tricks? How did you embrace the internet the first time.
What I do now I know works.The bells went off last week when Julie talked about testing postcards on the internet.
Hell I did not sleep all night over that.
I believe newspaper vs internet advertising is like night and day.
I just need to take the leap.
Thanks to everyone for the post I learn from all of them.
Comment by Zachary Romero — February 4, 2008 @ 7:58 pm
Clayton,
Great stuff as usual.
Interestingly, I\\\’m in the negotiation stages of a deal just like this with a company that has 15,000 buyers on their list… and they don\\\’t send a single monthly promotion to! :eek
Plus, they have another 19,000 people signed up on a different list they\\\’ve never sent a single promotion to try to get them onto their purchasers list! :upset
The company owner–listen carefully folks–really, really wants someone to join them that has marketing savvy to enable massive growth over the next 18 months.
I explained to her–just like you said in this newsletter–that right now, we\\\’re courting.
You wouldn\\\’t get married on a first date would you?
So, for now, I\\\’m going on a very low six-figure retainer for the next 120 days.
I\\\’m going in, building all her marketing systems, setting up tracking systems, laying out the marketing plans, writing all the creative (Front end, and house file and upsale web pages) and adding upsell scripts to her call center.
A heck of a lot of work (Maybe I\\\’ll hire a freelancer) :grin
But when I\\\’m done with that, we\\\’ve already agreed to a chunk of the biz.
Plus, when I\\\’m done, I\\\’ll know the marketing side of her biz better than anyone… so why the heck would she want to end the relationship?
Plus, this lady in on a talk show weekly that\\\’s driving insane amounts of \\\”free\\\” web traffic that already has her in the low seven figures.
Clayton, thanks for this series. It was exactly what I needed at the right time.
Zachary Romero
P.S. Clayton, are you doing that seminar with Drayton Bird still?
Comment by Christopher John — February 5, 2008 @ 1:22 am
Clayton,
I agree that you have to have a rainmaker attitude if you even have a shot at this.
You need to find a person who is openminded and willing to do what it takes.
Once you prove that you got the stuff they should want to run with it!
MONEY TALKS!!!
Like anything else in life pride and ego as well as other things can really get in the way of productivity and profit.
I look around and wonder somtimes. That is why I am going to make RAIN!!!!!!!!!!!!
Thank you everyone,
Chris
Comment by Clayton Makepeace — February 5, 2008 @ 3:15 am
Hi, Glen … Yes, I’m from the old school – direct mail and print marketing.
And as a self-avowed “old dog,” I have to admit it took me a while to begin to get the hang of this newfangled Internet thingy.
Even now, after four years of creating online marketing campaigns for my clients, I still feel like a noob.
To me, Internet marketing is a lot like quantum theory: Anyone tells you he understands it all has never really studied it.
There’s a ton of new stuff to learn … new tools make new things possible nearly every day … and the rules for what grabs prospects’ attention and for what causes the search engines to like you are constantly changing.
But at its simplest, the idea behind Web marketing isn’t that much different from offline marketing:
You send a message to likely prospects. They respond. You measure the response. Then, you create new messages, split test them to likely prospects, measure the response and repeat.
Step One is getting a shopping cart (1ShoppingCart is a great place to start). It takes just a few hours to learn to use and it will track your leads and sales for you.
Then, use both online media (affiliate promos, e-mail, Pay-Per-Click, Adsense Ads, Banner Ads, etc.) to drive traffic to your shopping cart.
But like anything else, the devil is in the details. Learning the finer points of web page design, PPC, search engine optimization, paid media and the rest takes time.
Truth is, I don’t WANT to know that stuff, so I pay people who eat, sleep and breathe this stuff to do it for me. I guess you could say they become MY marketing partners – MY rainmakers!)
That means I can focus on my online marketing strategy, messaging and offers – just like I did in the print world.
Good luck, Glen and hang in there. Learning this stuff can be fun and it is definitely worth it!
Hi, Zach, great to hear from you!
Do you feel like Mel Fisher just after he discovered the Atocha? Because unless I miss my guess, there’s a treasure buried on that list and you’re staring at a huge payday!
Folks, I want you to notice something here. We’re all salespeople – right? Persuasion is our stock and trade.
It often surprises me how many copywriters feel confident when selling to their clients’ prospects and customers – but seem flummoxed when it comes to selling themselves to CLIENTS!
Zachary is using his persuasive skills and his mastery of techniques that motivate human beings to bring a prospective client along step by step – from first date, to going steady, to engagement and finally marriage.
And he’s using PROOF to do it. He’ll do one thing well and produce impressive results that prove his value to his client. Then, he’ll do another.
Before the client knows what hit her, she and Zach will be savoring the afterglow of a mutually profitable business growth explosion.
One thing, though, Zach: Be sure to get your agreement in writing BEFORE you do the work. It’s amazing how things you agreed with clients over a handshake are suddenly forgotten once the money begins rolling in.
You hit the nail on the head, Chris! A self-proclaimed marketer who sees only obstacles and who surrenders at the first sign of adversity is no marketer at all.
A stubborn resolve to be successful combined with an open, creative mind that sees obstacles as opportunities are absolutely essential to success in this biz – and in pretty much every other field of endeavor, too!
So what are YOU doing to find your ideal partner?
Let’s dig in and get some dirt under our fingernails here …
-Clayton
Comment by Kyle Tully — February 5, 2008 @ 6:38 am
Love this post series Clayton, brilliant stuff.
I\’ve got a few arrangements like this and so far it\’s 3/3 winners.
The key is to hire your clients slow and fire them fast. I\’ve turned down many gigs during the hiring process when things didn\’t feel right.
And I\’m NOT working with DR companies, these are relatively small businesses ($1mil is the biggest), but they get DR and are happy to outsource their marketing.
Comment by Peter Hobday — February 5, 2008 @ 7:33 am
Clayton - Peter from the UK here.
I write copy and give marketing advice to quite a few clients and have been doing so for around 15 years. Things are a little different over here - we don\’t get many \’Awsome\’ or \’Explosive\’ results. The best we can hope for is \’Not bad\’.
I have tried your partnership model and the main problem is those elusive results. Signing a contract did not help, because I just didn\’t want to get legal with a client simply because he would not show me the promised response figures.
Another publisher told me one set of figures, while their direct mail house that handled the response for them had given me a far higher number!
A third client, I tried something different. The response would come back to me. So I could count it and bill for it. I found he was sending out the direct mail pack I had created to his list and had changed the address - they went straight to him. I discovered this because I saw some returned mail.
Is the problem something to do with UK businesses do you think? I found it impossible to take legal action or even to question the figures I was eventually given. So I structured my later deals to take account of that shortfall. In other words, these people would rather not pay me than carry on a highly profitable arrangement.
Comment by Larry E. Nelson — February 5, 2008 @ 8:07 am
Clayton.
You emailed to me a request for more info about my company.
I am kinda slow. I take it you are not doing anything with me baised on your no reply to my request for a yes or no.
Larry
Comment by Ken DoBucki — February 5, 2008 @ 8:25 am
One thing about rainmakers, they only stop dancing when the rains come, no matter who says what or how long it takes.
Comment by John C. A. Manley — February 5, 2008 @ 9:03 am
I always found the partnering model more attractive, not for making millions (I\’m more than happy with $30K profit a month) but for maximizing time.
The freelance model locks you into certain rates, with gradual increases. It\’s going to take a long ride to get to the point where you\’re paid enough for your copy, that you don\’t have to work 40 hours a week (or more) to get it done.
I\’ve fired a number of partners/clients. I just fired one recently. Thought it would work out, but looks like it didn\’t. But an old partner came back and offered to meet all my conditions that I negotiated and we giving it a go again. Sometimes the best way to show your value is to walk away and let them fend for themselves.
Great information Clayton. Thanks so much for sharing and confirming.
Comment by Jackie — February 5, 2008 @ 9:11 am
Clayton,
I really enjoy reading your articles and seeing the true concern you have for all your readers, copywriters, \\\”future rainmakers\\\” and business owners. This has not been shown any clearer than in the explicit steps you are taking to \\\”sheperd the fold\\\” into better business consultants, copywriters, and partners.
I eagerly await additional entries and also additional \\\”training\\\” steps that I can be taking to improve my relationships with future and existing clients.
I enthusiastically await the gathering of the storm, as the future rainmakers enjoy abounding profits.
Keep up the great comments!
Comment by Glen Kohlenberg — February 5, 2008 @ 9:23 am
Thanks Clayton for the advise.I will make the leap very soon.I only sell from Tampa to Marco Island so I assume that I can market on the internet by zip code?It is a exciting frontier.Thanks again
Comment by Wichai Suthapornpatra — February 5, 2008 @ 9:52 am
Dear Mr Clayton Makepeace :
I have a neccessity to immigrate soon as I have ever to tell you by email before.
So, I have an neccessity to unsubcribed due to the fact that my new place have too expensive for the internet connection cost.
I apologize I have aneccessity to unsubscribed temporarily and I think I may be subscribed again in later.
Very Truely Yours,
(Wichai Suthapornpatra)
Comment by Tau — February 5, 2008 @ 10:03 am
I have over 20years in the old marketing offline, and right now eating up a lot of time learning the new online buzz. It is a lot to digest and yet, I am excited about the potential of what this will do for our program. we have a huge market that will require several tests and retests.I am excited about the immediate future as well as the next 18 months.
Comment by Story — February 5, 2008 @ 10:15 am
Hi Clayton,
I look forward to your newsletters because they are inspiring and intersting to say the least. Been reading them for 3 weeks now.
Your advice for writers getting known to the public before my book announcement. Do I start with reports? eBooks?
Thanks
Story
Comment by Nancy Boyd — February 5, 2008 @ 11:23 am
Whether or not I am seeking a client, I am always \”in the business\” of forming – and growing – relationships.
Over the years, I find that the very best relationships are the ones where both parties share hopes for outcomes that benefit everyone. An example of this would be, if a client hires me to coach them toward a specific goal that we can measure, I am looking to deliver not only the coaching (and to be paid for that) but in some cases it is even more important (for both of us):
1) that the work be truly enjoyable. Life is too short not to have a heckuva great time doing what you do.
2) We both celebrate the wins. It\’s as important to me as it is to the client.
3) We find ways that both of us benefit. If s/he likes the work we did together, s/he will enthusiastically refer me to colleagues whom I can also serve in similar ways. S/he may find other ways to collaborate in various joint venture opportunities. We do not necessarily limit what happens after the contract has ended, to the \”traditional\” things that are possible; BECAUSE of the relationship we have formed, we generate multiple NEW ways to help one another. Eagerly. Because our hearts are in it.
THAT is what I see is the value of Clayton\’s message here.
And if you are missing this point, you\’re missing the whole ball of wax as far as I\’m concerned.
Hope this helps add to the discussion!
Thanks for offering it to the community. Nice relationship-building right there
Nancy
Comment by Harry (Bud) Sawisch — February 5, 2008 @ 1:22 pm
Clayton
Thanks for all your advice. I\’m getting started from the groundfloor and began putting the pieces together, finally, last week.
You\’ll be hearing from me.
Bud :grin
Comment by Clayton Makepeace — February 5, 2008 @ 1:54 pm
I\’ve got to admit – I published Monday\’s issue with fear and trembling.
Like most folks, I don\’t like controversy. I especially dislike the personal sniping I see so often on the Web.
And truth be told, The Critic is actually a friend of mine and a very nice person to boot.
So I have to admit; writing this article was one of the hardest things I\’ve ever done.
But differences of opinion are the currency of change – and as you can see, I passionately believe that my partnership model is a far, far better way for copywriters and business owners to go.
And of course, I also believe my own personal experience and that of others who have tried it makes my case for me.
But this isn\’t about me OR The Critic. It\’s about you – and getting you to the big bucks in a fraction of the time it took me.
So thanks for your kind comments and your understanding – and especially the insights and suggestions you\’re adding to this blog.
Together, we can change things for copywriters who are struggling to break into this biz … for others who are working for starvation wages … and for still others who are doing well but could be – SHOULD be – earning three, five, even ten times more than they are now.
And I also want to change things for business owners who can\’t seem to get winning campaigns no matter how much they\’re willing to pay.
And that means changing the model we use to work with our clients.
That\’s my personal crusade for 2008 – and it\’s great to have you all with me.
-Clayton
Comment by Kendra — February 5, 2008 @ 3:15 pm
It\’s uncommon and wonderful to see Clayton being so open about his fear and trembling, publishing this issue. The second time he\’s so candid to his readers about his fears.
He\’s like a direct response Superman yet he\’s all too human as well :p
One lesson we can probably take, this is how he pushes his own growth, whether the obstacles are within, or without.
On Nancy Boyd\’s sharing, one gets the sense that she\’s on a different plane, a higher level of human interaction, where her clients exhibit her own very intense passion for the growth of exquisite relationships, whether personal or business.
This is quite unlike the warpaths and loggerheads in client relationships one often hears about. Goes to show how much \’chemistry\’ counts in fostering a good relationship to begin with. Choose a wrong client, for money\’s sake, and more than a bumpy ride ahead is a most certain outcome, with none the better off, even if good money is to be attained. Thank you for waking us up not to lower our standards in choosing the right clients, Nancy!
Comment by Larry Owen — February 5, 2008 @ 6:29 pm
In the interest of full disclosure, I must tell you that for the past 14 years I have, up close and personally, worked with Clayton Makepeace, and watched him earn millions of dollars using his \’partnering\’ model, in addition to the huge royalty earnings from America\’s leading direct mail marketers and publishing companies.
Please indulge me as I present my credentials, or as Clayton puts it, my \”pedigree,\” hoping you\’ll perhaps listen a little more closely as I testify to the validity of this partnering concept. I am a former vp-account supervisor with McCann-Erickson, Inc., other AAAA ad agencies, and since 1991 the owner of a successful advertising agency and graphic design firm in Florida.
In my approach to adding new business, including McCann when I was director of new business acquisitions, I promoted the concept of promising a \”marketing partnership\” with companies, keying on accountability, breakthrough creative concepts, and guaranteed pay back for every dollar spent. I would build an airtight and fail safe case for \’fire them, hire us!\”
I see Clayton taking this partnership promise a big step forward for copywriters. And if I were a
business owner, whether retail or B-to-B, I would use this win-win strategy to the fullest. If you can see what they\’re doing wrong, you are a marketer! Writing copy is your introduction. You must also demonstrate that the prospect company\’s success is a much more meaningful goal than YOUR success!
Some writers will get it and some won\’t. Some will do it, and some can\’t. That\’s why there\’s rich and poor. That\’s why 15% of Americans pull the wagon, and 85% ride in the wagon.
If the partnering model concept scares you, step back, relax, and decide if you want to be a guider, or a rider. I truly believe that if you are a marketing-oriented writer, you\’ll guide yourself to a very satisfying career, and big profits, by guiding some small businesses to greatness. Using Clayton\’s tools, you can learn how to do this.
The Critic said:
“Clayton can partner with businesses because he knows much more than copywriting…
he knows marketing.
“He knows about list acquisition
… he knows what offers work
… he knows his target markets inside-out.”
CM says:
So I guess that means, once you gain this knowledge, you can do it too – right?
Right on!
Larry Owen
Comment by John Gilger — February 5, 2008 @ 10:24 pm
I like to keep things simple. In my opinion, a good partner is:
1. Someone I can trust.
2. Is willing to accept that not every promo will be a home run, but every promo is a learning experience.
3. Has a quality product/service that can be promoted with clear, truthful copy.
In my own experience as a buyer of products through the mail or the Internet, I\’ve frequently been disappointed to receive products that were inferior to the quality of the copy that sold them. It should be the other way around. The buyer should be pleasantly surprised that the product is even better that the letter led him to believe.
Do these products exist?
Of course. I own several. And I\’d be tickled to help sell products just like them.
Comment by Celine Horan — February 6, 2008 @ 4:09 am
Hi Clayton,
In your article you mentioned that you\’re reaching out to two kinds of \”copywriter\”; copywriters who have yet to bag their first real client and those who do have clients and are looking to increase their income. I\’m in the first category… a new kid on the block yet to bag her first client.
And what you have succeeded in doing, through your recent articles, is put a face on where it is I want to go with my career (and didn\’t realise it).
I must admit, your first article boldly stating that \”freelancing is dead\” scared the bejebas out of me, but now that I see the road map you\’re so \”elegantly\” drawing out in front of me, makes it clear the copywriting career can be, if you\’ve got the balls for it, an exciting one.
It\’s so interesting, we leave behind our slavery days working as foot soldiers for “the Boss” with that glass ceiling firmly propped over our heads, and dreams of freedom secretly smouldering in our hearts. And once free, we take that same limiting mindset and negative, if not destructive habit, and create for ourselves a “freelancing career” as defined in your articles. Go figure?
What I see is that you\’re calling us to free our minds and stop limiting our value in the marketplace, not many are willing or brave enough to sing that tune. Not many of us are brave enough to follow that call.
I\’ve been groomed for success by the wonderful person you call \”The Critic\” in your article and am excited about my future career under her guiding hand. I\’m also glad to see you give kudos to her in a reply to one of your readers. You are right, she is a wonderful person.
It\’s clear you both come from different camps and have different experiences to share with us. And there is a lot we can learn from both of you. But at the end of the day, we have to make up our own minds which way we want to go with our careers.
Thank you for showing us, there is another way. A braver, bolder, dare I say it, a more organic (even common sense) way to go.
And as the film says “It\’s your mission, should you chose to accept it.” What will we chose? I\’m sure your future blogs will reveal who did and boast their amazing results.
I\’m looking forward to reading the many stories of success.
Thank you for your convictions Clayton, and for still having the courage to speak out, and for exposing to us all, how limiting a career a “freelance copywriter” can be.
Keep it coming!
Comment by Chris Marlow — February 6, 2008 @ 9:21 am
Clayton, you can see my response to your BUSTED article at my blog:
http://getgreatclients.com/blog/
Chris Marlow
Comment by Clayton Makepeace — February 6, 2008 @ 11:11 am
… But because it violates our blog rules above (the response contains vitriol and insulting language), we have removed the link to it from this blog.
However, if you have seen the response and wish to comment on it here, please do!
-Clayton
Comment by Lori Snyder — February 6, 2008 @ 3:31 pm
I\\\’ve been avidly reading,but haven\\\’t said anything until now because I didn\\\’t feel that I had much to contribute other than a heart felt \\\”me too\\\” to your post.
The Critic\\\’s heated response has me wondering if I missed something,though. People disagree with me all the time (and vice versa) without resorting to \\\”vitriol and insulting language\\\” I don\\\’t understand what in your suggestion of creating mutually beneficial partnerships was so threatening. It\\\’s not even an either/or type of thing,a person can partner with some clients and freelance for others.
I\\\’ve been doing this for years and find it very rewarding. I\\\’ve had some of my partnerships go south and when that happens,I dust myself off and go do it again (ok, I grieve a bit; I tend to put a lot of myself into these alliances). I still freelance here and there if I have the resources (time) to do it right,after all, that\\\’s where I may find my next partnership opportunity. To me, it feels like a natural way to do business, my clients succeed and so do I.
As far as the ideal partnership prospect;for me, it\\\’s a personality thing. I don\\\’t work well with the \\\”my way or the highway\\\” types. I\\\’m very bad about working with a contract (I almost never do) and that\\\’s one thing I\\\’m going to change this year (I\\\’d love to see a copy of the one you use).
Thanks for your article, apparantly it\\\’s cost you a relationship,but it seems to have helped a lot of us.
Lori Snyder
Comment by Apryl Parcher — February 6, 2008 @ 4:12 pm
Ok, Clayton, let\’s get specific. Couple of questions:
1. What specific numbers do I have to see from the clients I partner with to determine what I\’m to be paid, before and after?
2. Would it be wise to hire a 3rd party answering/tracking service for the campaign to keep everyone honest? How do you know when to trust the company to give you the right numbers? Since this is a new thing for my clients as well, they often don\’t understand how to track, what to track, etc., but don\’t want to lose the control of having response come to them directly…which I can see as a GIANT problem if it isn\’t done right.
3. Could you send me a copy of one of your contracts (no names, etc.), so I can see how it\’s structured?
I\’m sure that since I\’m a noob at this, I\’m not thinking about something else that could be critical when structuring a \”partnership\” deal, and don\’t want to get burned. Any light you can shed on those specifics would be of help.
Thanks a bunch!!
Apryl
PS: Haven\’t heard from Drayton in a while…you two still cooking up something for spring/summer?
Comment by Suzanne Ryan — February 6, 2008 @ 5:36 pm
This is a terrific debate.
I read some of the Critic\’s articles that were written long before this exchange took place–and she has clearly stated that you earn more when you position yourself more as a marketing strategist than a copywriter.
Maybe her point of contention is in trying to forge an actual partnership where the copywriter is earning an ongoing share of the profit?
In which case, I agree with you, Clayton…if I were to play a larger role in increasing a company\’s growth, I wouldn\’t want to be on contract. I\’d want a much more binding relationship.
Comment by Monique B — February 6, 2008 @ 6:18 pm
I\’m on the \”critic\”\’s mailing list too. And I kinda half-agree with you both. My concern is, if all good companies start partnering with the big copywriters, where will new freelancers find work, then? Will we only have to work with the \’bad\’ clients?
Comment by Sharon — February 6, 2008 @ 6:36 pm
Hi Clayton,
Just wanted to say thanks for the article this week–I am also sorry you seem to have lost a friend over it. It seems to me that either model would work, depending on the situation–I don\’t see why it would have to be either/or.
I am in the first category–I am still learning the ropes and have yet to land my first copywriting client. But it is obvious I have a lot to look forward to! What I appreciate most is, I can take what I am learning here and apply it to my current business as well. You are definitely giving us \”the keys to the kingdom\”.
In regards to clients–the quality I appreciate most is a willingness to listen and to try new approaches. (Which ties right in with the partnership model.) I also like it when the client can give me specifics on what he/she wants. It is much easier to create a win-win situation when that happens.
I also find it easier if the client is flexible, meaning he is willing to hear a \”no, this won\’t work, but this will\”. In my current work, I occasionally have to tell a client that what he wants just isn\’t possible, and this is not an easy thing to do. But I do make sure to have some alternatives ready before I tell him. That way, he sees that I really am comitted to finding a solution and I won\’t just kick him aside.
Skill-wise, I can say what has worked for me; and it\’s very simple: I genuinely care about my clients. My clients ARE the business–I would not have one otherwise. The other two things that drive my business are honesty and integrity. If I combine these with hard work and a desire to learn, I will achieve any goal I set for myself, and I WILL succeed.
Thanks again, Clayton–this has been quite the ride so far! I can\’t wait to read your next piece.
Comment by Clayton Makepeace — February 7, 2008 @ 3:50 am
Again – great input, everyone!
Stay tuned, Apryl - I\’m going to give you everything you asked for and more. Just make sure not to miss the next couple of Monday issues.
Suzanne, after all The histronics and hysteria, The Critic\’s only remaining objection seems to be that I maintain the freelance model is \”broken\” – a \”stupid\” comment, according to her.
Now, call me stupid if you like, but to me, a working model that creates a barrier between writers and their clients … that restricts the information clients can give writers … that forces writers to waste weeks, even months each year selling themselves and researching new clients, products and markets … that has you competing against two or three other writers on every assignment … that in many industries dooms you to working with declining response rates and prospect universes … and especially a model that has you working for flat fees while your client rakes in millions from your work product … absolutely sucks.
Sure – freelancing is a fine way to begin making a name for yourself. But partnering is better. And the pinacle is developing and marketing your own products – and keeping 100% of the profits.
When a writer\’s mind is closed to better ways to work with clients, you\’re restricting your own income. It\’s a self-administered wound.
Monique:
25 million small businesses in the US alone.
Less than 20 \”big copywriters\” … maybe 100 or so established freelancers in all … and only a few even trying to partner with their clients.
Now, I did flunk algebra in 10th grade … but I\’m pretty sure that leaves plenty of great companies for you!
Sharon, you\’re right on the money.
And on that \”willing to listen\” thing …
As a business owner, I can assure you: We ALL believe our product is the best and should be selling much, much better.
We are ALL impatient with how our companies are gorwing.
And we are all not only \”willing to listen,\” but EAGER to find people who have growth solutions.
So your ideal partner is looking for you right now. All you need is to have the solution he needs and to be findable.
-Cheers, y\’all!
Comment by Jennifer — February 7, 2008 @ 8:59 am
Where do I get my hands on THAT CAR??!!
Comment by Lara Loest — February 7, 2008 @ 9:02 am
Hi Clayton,
In your email today you asked what characteristics we need in clients we partner with and what additional knowledge and skills we need ourselves.
In terms of clients I\’m looking for someone/a company that values partnerships in the same ways I do: a partner is someone who has opinions but is open to suggestions and open to trying new things, different angles.
Anyone I partner with should be someone who challenges the status quo (in a positive and respectful way) and challenges models that aren\’t working or aren\’t working to the fullest potential. I will parnter with companies who are committed to growth: personal growth for themselves, their employees (if they have any) and their company. If you\’re not growing you\’re dying and I\’m not ready to kick the bucket just yet.
And naturally I need to partner with an honest company with high integrity and their product or service reflects that.
Those are a few traits that come to mind - I\’m sure I could think of more!
To answer your second question, what I most need to make those partnerships happen are your articles and all of your terrific readers\’ comments! Truly the last few weeks have opened my eyes and lit a fire within me.
Another valuble skill will be how best to evaluate a potential partnership and we\’re gaining all of that knowledge from your articles and readers\’ suggestions.
The skills I would consider most necessary are courage and patience.
Courage to step into new territory and to boldly go to places I\’ve never gone before.
Secondly, patience with myself. And that patience is based on the understanding that challenges are a part of the growth process. Trying something new like this will take time, effort and energy but it will pay off for everyone involved.
Holding on to that thought, that vision will steady me through the many ups and downs of implementing new partnerships and relationships.
In essence all I need is more Clayton! More of these articles, more of readers\’ suggestions and more of this blog: a welcome place to explore new territory, break new ground and people to share those experiences with. Support is integral in all we do and you give us that so a great big thank you Clayton and to the readers on here as well!
Comment by Winnie — February 7, 2008 @ 9:22 am
So many great comments and ideas I could be here for weeks reading!
Wanted to share this…I was listening to a teleseminar between Bob Bly and some other copywriter and the other copywriter kept saying he does more than write copy he solves problem…Must have said that six times..
Got me thinking maybe the right title for us is \\\”Marketing Problem Solvers\\\”. Writing the copy being one of the tricks in our problem solving bag.
Comment by Joachim — February 7, 2008 @ 10:45 am
I recently had the opportunity to propose a partnership model which worked out exceedingly well. Last week I signed up for Frank Kern\’s Mass Control course* launch (just in case some of you may not know him, Frank was the key strategist for a number of highly successful online launches including UnderAchievers and notably StomperNet, the largest single Internet product money maker yet–$18M+ in one day!) While reading the comments on his pre-launch blog, I noticed someone who couldn\’t afford the course but that he had a product idea for a huge niche that\’s not being served with any kind of DR offers. I made contact and after a few emails back and forth, we closed on a 50% profit share deal renewable after one year.
So the partner\’s characteristics in this instance was someone with insufficient working capital who had a potential killer product for an under served market filled with buyers eager to get their hands on valuable content. My contribution is implementing a product launch model with an amazing record of success, contributing ideas for back-end offers, suggesting value-added product bundles and continuity programs, with a bit of angel investing.
Continuous improvements and additions to my strategist toolkit will increase my value and ability to contribute to all my future business partners.
Thanks Clayton for encouraging this insightful dialogue with your readers.
*Frank is not requiring an NDA for his course and is encouraging us to implement Mass Control for our partners and clients.
Comment by Kammy Thurman — February 7, 2008 @ 12:02 pm
Hey Clayton,
Wow, so many ideas and so little time! Since there\’s no way to cover so much in a few e-letters, will you be going in-depth on it at this year\’s Summit conference?
Comment by Phil Bogan — February 7, 2008 @ 2:26 pm
I know the work of both you and \”The Critic\” and respect you both.
I agree and disagree with you both. And, no, I\’m not running for any political office.
The difference between your approach and \”The Critic\’s\” I think is:
- You work primarily in direct marketing and, apparently, work direct with the customers.,
- IMH, most freelancers do not work that way – they are hired by graphic designers or agencies on a project basis for just the writing portion of a project. Negotiating a percentage deal just isn\’t a part of that world.
I hope this helps some. Maybe teaching us \”how\” to move into percentage opportunities is a direction you could take.
In the meantime, I would venture that 80% of the direct marketing/direct mail writing assignments are \”project\” basis only.
Thanks for all your great advice. And for taking the advice of your \”angel.\”
Comment by Monique B — February 7, 2008 @ 4:40 pm
Thanks for replying, Clayton. I must say I got a bit intimidated. There are so many big copywriters featured out there that I always wonder whether I\’ll make it. But you\’re right. There are more needing clients than good writers! I need to keep that in mind.
Now, I have another question. I was reading through your insanity Chronicles\’ blog and a post got my attention. It was written by a lady had just been laid off and starting as a copywriter and asking for advice. In your reply, you told her about an ebook a friend of yours wrote and where he interviewed some marketers about the best move to take in such a situation ( 01-24-2008). Is there any way I can get my hands on that ebook?
Thanks for all this stuff! You\’re really an inspiration to us all.
Comment by Markus Trauernicht — February 8, 2008 @ 11:16 am
\”Why don’t YOU TELL ME what characteristics you think are most crucial in clients you’re looking to partner with?\”
If I meet someone and don\’t know if I should associate with that person, I look for a reason to lend €20, screwdriver or whatever to that person. If I have to follow up to get the money back, that is someone I will avoid. If someone can\’t be true in small things the likelyhood of that person being true in something bigger is small.
Bringing this forward to copywriting: If someone is interested in working with you give them 5 or 10 very good questions, even obvious ones (not studpid) via email. If he answers all of them you know there is more than just interest. Follow up with further specific questions, using his answers. Also helps to find out if you are the right copywriter.
Get them to send you something. Like a flyer or brochure. Do you have to follow up?
Make an appointment via email for a phonecall. I find that people who do not value your time or are not reliable are not suitable.
Ask them what kind of newsletters they subscribe to. Refer them to this one.
Hope that helps.
Regards Markus Trauernicht from Germany
Comment by Markus Trauernicht — February 8, 2008 @ 11:39 am
Write articles in marketing forums. Go where the corporate crowd and marketers discuss marketing on the internet. Write something about a different approach about a problem. Like tracking advertising, testing copy, building salesfunnels, going away from branding etc.
You will stand out so far from the crowd! It feels like a herd of dumb sheep are looking at you. Some may insult you badly. Discuss back neutrally, don\’t argue back. Discuss logically along directmarketing terms.
You may even ignore it - sometimes others will defend you and thereby underline what you said. So much more powerful. You may argue if you really have done your homework in direct marketing. But be careful, what you say stays on the net forever.
Those articles stand out. Watch a thread and see if you can give valueable input. Answer along directmarketing terms.
Often you know you have hit some nerve if you write something and nobody answers. Or the thread ends with your statement.
Your prospect read those threads looking for answers for their own marketing questions. Make sure you stand out with your information.
Hope that helps.
Markus Trauernicht form Germany
Comment by Tom De Leon — February 10, 2008 @ 2:57 pm
Hi Clayton!
I have always been a fan of yours since I discovered your website and read your articles. I have almost always tried to read your articles for your great insight which sheds light on some issues that needs clarification.
But on the issue between you and the critic, I agree with Phil Bogan\’s comment, both of you are correct. I tried looking for the article in issue, and from reading it, the only main disagreement is regarding your statement that freelancing model is broken.
Actually, I agree with her that the freelancing model still works, and I also agree with you that the \”Partnering Model\” is a great option to look into. It just depends on several factors, 4 of which are (there might still be more):
1. your competence in copywriting
If your copywriting sucks, do you think your client will trust you with his business?
2. your competence in marketing
Competence in one area, does not make you an expert in another. Sometimes skills are portable, but sometimes, they aren\’t. \”The Critic\” said the rainmaker must know \”how to do this safely for their clients, as well as themselves\”. Because incompetence in this area and all other business skills might irreparably damage the business you\’re suppose to help.
3. are you comfortable doing the thing?
If you do not enjoy delving into your client\’s business, you might not enjoy the partnering model. Some freelancers stay that way because they do not like to do more than they need to. These freelancers just want to make good copy and then do some other things.
4. are you willing to put in the time to learn Your \”partner\’s\” business?
It will certainly take time to do this, and if you have several clients, will you be able to learn each one?
As I mentioned before in my previous comment in \”Insanity Chronicles III\”, not all copywriters have your business savvy, Clayton. Sometimes, it takes years for business acumen to develop, but sometimes an individual just don\’t have the inclination to develop it.
So, it boils down to competence and choices. If you are a freelancer and want to move to the next level, then this is a good option if you are willing to do the work. The decision rests on the individual.
Yours truly,
Tom
PS Did anyone win the \”Rainmaker\\ contest? Was it already announced?
PPS I do not have much experience with partnering, but if I will be looking for clients, the characteristics I\\ll try to look for are the following:
Character and Integrity
There\’s some \”chemistry\” between partners (The client likes you and you like them.)
Comment by Scott — February 11, 2008 @ 12:48 am
If \”The Critic\” is a very nice person, this \”vitriolic and insulting\” piece may not have been written by her.
Keep up the great work Clayton, for introducing an established, yet hidden and groundbreaking concept for newer copywriters to pursue.
Wanting to become an established copywriter cum marketer, but barely scratching the surface of this thick subject.
It\’ll take many more months to get a profit-churning professional act together. Hope the education here will complete the journey to a great new career start. Thanks!
Comment by Anonymous — February 15, 2008 @ 6:51 am
Wow - looks like I\’ve fallen behind in this post! Still, as I catch up, I can\’t help but comment on a couple of points made by others…
Nancy Boyd wrote: \”If s/he likes the work we did together, s/he will enthusiastically refer me to colleagues whom I can also serve in similar ways.\”
You\’ve hit on a powerful tool in its own right - Referral Marketing. Just as when hiring a plumber or contractor, people are more likely to hire someone who\’s referred to them by someone they know and trust.
John Gilger wrote: \”…willing to accept that not every promo will be a home run, but every promo is a learning experience.\”
Another great point, John! It\’s just as important to study what doesn\’t work what does. I like to think of it as \”growing pains.\”
Len Bailey
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