How to Attract Killer Clients Who Will Pay You The Money You Deserve
My Six-Step Campaign to Get Your Phone
Ringing Off the Hook with New Clients
Finding clients who'll pay you millions of dollars is NOT impossible.
You just …
- Start with small fish …
- Live like a pauper for years …
- Write your butt off every day of your life …
- Create a legendary winner or two.
Do these four things, and I guarantee great clients will pursue you, huge advances in hand.
… Eventually.
Or, you could do it the smart way …
New copywriters write me all the time, asking how to get a high-paying gig. A desperate few just want to know how to get any assignment.
Sometimes I have to resist the urge to leap through the computer screen at them. I want to grab 'em by the shoulders, shake 'em till their eyes rattle and shout, "Hey - wake up - you're one of the chosen few: You're a COPYWRITER!
"You've been blessed with the gift of persuasion: The single greatest super-power on the planet. Compared to you, Batman and Wonder Woman are wimps!
"You are a modern-day Obi-Wan, master of the Jedi Mind Trick.
"You are (tatataDAAA) PERSUASION PERSON!!!
"Mere mortals fall helpless, wallets in hand, before your considerable persuasive powers.
"Great clients are mere mortals, too … so go ahead - persuade them to hire you!"
YOU are the most exciting product
you will ever write for!
Throughout my 35-year career, I've been asked to write copy to sell investment conferences and water heaters … golf magazines and exotic pastries … investment diamonds and buttless pants … holy land tours and sex tapes … rare coins and junk furniture … tons of books and newsletters on finance, investing and health - and once, an entire company.
The single best product I ever promoted?
Clayton Friggin' Makepeace!
I don't have to do it these days, of course - my name and past successes are well-known and I turn down far more assignments than I could ever accept.
But there was a time when I was a virtual unknown, struggling to make ends meet. I had my chops, of course - I had written some strong promotions for small-ish clients on the West Coast - but I couldn't even get the big boys to answer the phone.
What did I do?
I sat down at my trusty old IBM Selectric typewriter (the state-of-the-art writing implement in 1979) and wrote a sales promotion - about myself!
I mentally put Clayton on the desk just as if he was any other product, and I pulled out all the stops.
Then, I used that copy in a 6-STEP CAMPAIGN designed to make all the best clients call me.
How'd it work? Like a charm. Within a week, my phone was ringing off the hook, and I was schmoozing with the big boys.
Within two weeks, the advances began rolling in.
And a few months later, a major mailer offered me a six figure retainer PLUS 5% of his gross sales, PLUS perks out the wazoo to take him on exclusively.
Attract The Clients Who'll Make You Rich!
I'm not THAT old.
I still remember the days when I was trying to break into this business, hungry to put everything I'd learned to work for a real client.
And I remember when I was a pretty successful "B" writer whose fondest dream was to fill my schedule with "A" clients.
Both times, I did the only thing that made sense to me. I mounted an intensive sales promotion for yours truly.
Here's how I did it and how you can do it too …
Step #1:
Pick your targets carefully
First, I created a mailing list of 400 prospective clients.
Since I was focusing on self-help publishers, I picked all the biggest companies - firms I already knew about - Phillips, KCI, Agora, Boardroom, The Ruff Times and others and used the Oxbridge Directory of Newsletters to select the rest.
Now with the advent of the Internet, this research is even easier …
If I knew the name of the person in the organization who hired writers, I included that in each address on my list. If I didn't, I called 100 organizations per week and said, "I need to send a letter to the person there responsible for creating your direct mail promotions. Could you please tell me who that is?"
Step #2:
Get their attention
I wrote a short, one-page personalized letter saying that next Tuesday, May 15, would be a Red Letter Day.
The FedEx guy was going to deliver a very important package to him/her - a package that would bring a big bump in sales and profits. And I asked my prospect to take a quick look at it, saying that it could be the most profitable few minutes he'd spent reading in years. (You may want to do this with an e-mail - it should work even better!)
Step #3:
Deliver the goods
I created a second, short letter to go out with my samples. I introduced myself, gave a short recitation of my accomplishments … said that in two weeks, I'd be filling my writing schedule for the second half of the year … that I had some intriguing ideas for boosting his revenues and response … and asked the prospect to take a look at the enclosed material and call me to discuss it.
I told him I'd be waiting for his call, otherwise, if hadn't heard from him by a certain date, I'd give him a ring.
Step #4:
Get your spiel down pat
I spent time thinking about exactly what I would say if anyone responded:
- I would answer the phone on the third ring - not too eager, not too lethargic.
- I would be polite, friendly, and excited that they had called. I would compliment him on the stuff I'd seen coming from his organization.
- I knew exactly what I would say if they asked, "How much do you charge?" (depends on the product and the promotion - we can discuss that later).
- I knew precisely what I wanted the next step to be - to schedule a call a few days later to discuss potential projects.
- And I knew that I'd ask the prospect to send me a "Care Package" - samples of his best promotions, premiums, issues of his newsletter, etc. - that I could study in the meantime.
Step #5:
Mail 100 introductory letters and
100 sample kits each week
Timing was crucial. I mailed 100 introductory letters each Monday, so my prospects would get them before the samples arrived.
And also on each Monday, I would overnight 100 sample kits so the prospects who'd received my Introductory Letter the week before would get my samples exactly when my Introductory Letter said they would - on Tuesday.
I waited by the phone: I didn't expect anyone to call. Surprisingly, a few did call.
Some politely told me they had all the writers they needed at the time. I'd say, "Cool! Maybe we'll have a chance to work together some other time."
Some said they liked what they saw and wanted to know more - in which case, I told them a little about myself, asked what they were looking for, requested the Care Package, and scheduled a call to discuss it all with them in a few days.
Step #6:
Make your follow-up calls RELIGIOUSLY
I set aside at least one full day each week to bang the phones, calling all the prospects who should have called me the week before, but didn't.
I started with the prospects I knew were the biggest mailers and worked my way down. If the person was unavailable, I left a voice message:
"Hey, Bob, it's Clayton Makepeace. I sent you some samples of my work last week and promised to give you a call about them. I've got some ideas to boost your response and can't wait to share them with you. Give me a call?" I left my number, and said I'd be in all afternoon.
If they answered, I said, "Hey, Bob, it's Clayton Makepeace. I sent you some samples of my work last week and promised to give you a call about them. Did you have time to take a look at them?" - and things progressed naturally from there.
Every penny I've earned since
can be traced to this simple campaign
Scrupulously following this plan filled my schedule with new clients. It also made my name a recognizable one at the companies I wanted to work for - a fact that paid dividends in later years.
Some of the companies that responded created key turning points in my career, enabling me to hit grand slams that made mine a "household name" in this industry and that earned me millions.
IMPORTANT …
- Everything you write to sell yourself reflects upon your ability to sell the client's product. Take time to make sure each communication is also a sample of your copywriting skill. Pull out all the stops.
- Never let them see you sweat. Coming off like you're desperate for work only makes you look … well desperate. Clients assume that if you were any good, you'd already be booked solid. So be ready with a reason why you have gaps in your schedule.
Maybe it's September, and you're making your reservations for the first six months of next year. Maybe you've seen the client's mail piece and are so convinced you can do better, you're willing to clear your busy schedule.
Whether you're just starting your career or already going great guns, you can earn more LOTS MORE than you do now!
Put my six-step campaign to work for you and you’ll be on your way to a six (even) seven figure income as a copywriter in no time.
Hope this helps …
Yours for Bigger Winners, More Often,
Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE
Looking for resources related to this article? Try some of these.
Looking for more of Clayton's articles? Check these out.
Looking for past issues of The Total Package? Click here for our archives.
16 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 Mark — July 12, 2010 @ 9:08 am
Clayton…Clayton…Clayton
I may hold the record of having the most comments deleted…because I never hold back…
You’ve done more to bring the whole copywriting world together then anyone else…
I’ve studied all the past and present copywriters and you are almost the best…
…and maybe the best ever.
Comment by Scott — July 12, 2010 @ 9:53 am
What a fantastic post for new writers and veterans alike. This is a proven way to get new clients … thanks for sharing, Clayton.
Comment by Sean — July 12, 2010 @ 10:10 am
Thanks for the blueprint. I am already booked until January 2011 but wanted to start booking for next year. This is a great plan to do just that. Thanks
Comment by iam — July 12, 2010 @ 11:25 am
I’m already booked for the rest of this year but I will definitely read this next year! Thanks again for insight. I’m actually not even reading this to apply to copywriting but to many other things that equally apply. That’s good!
Comment by Jack Rawlins — July 12, 2010 @ 2:09 pm
Every time I read one of your articles, it recharges my old batteries.
Smiling Jack
Comment by Matt — July 12, 2010 @ 2:17 pm
Buttless Pants!
Did you take that project on Clayton? Forget investment newsletters, I’d love to see your copy for THAT promotion…lol!
Comment by Jim — July 12, 2010 @ 2:21 pm
Way to go, Clayton, This is great stuff that we can all take to the bank!
Comment by Katrin — July 12, 2010 @ 3:07 pm
Dear Mr Makepeace
This might probably be the most important newsletter I ever received. Thank you very much for sharing this secret with us. I´ve been looking for this kind of advice for a long time. And now I can follow this easy instruction - this is really GREAT!!
I will let you know how it worked …
Thanks a lot from Germany
Katrin
Comment by Nina — July 12, 2010 @ 4:04 pm
I was just at my computer orgnazing the list of prospects I want to target. This article was the ice on the cake! I am glad that I got to read it at the moment. I am exactly right where you were a few years ago, Clayton. I am virtually a no-name and have no money(for now). I know you said e-mail will do, but do you think letters sent to the actual address of the prospect hold a little more weight? And by the way, I love getting your email in my inbox, however, I use my cell phone most of the time. And when you write “click here” I am not able to click on the link. Is there a way that you can add the http: version of the link as well, so me and others who are having the same problem can read your newsletter when it comes? Thanks in advance!
Sincerely,
Nina Lewis
Comment by David Foley — July 12, 2010 @ 8:12 pm
Clayton (and the Makepeace Nation*),
This is a wonderful article, but I disagree on one small point … I would still send the critique by courier (and not e-mail).
If, as Clayton suggests, you have really picked your prospects and you have some terrific advice to offer them, why risk it on the cost of a fancy Starbucks?
Some years ago, I did a promotion for the Executive Development division of York University in Toronto. The seminar, ironically entitled “Predicting Financial Distress” was in the ditch; it was headed to lose thousands of dollars.
Working with the Director, we found a highly qualified list. Then, I wrote a sales letter, “hired” York University students, gave them specific directions about their attire, and told them exactly what to say to the gatekeeper.
They personally delivered custom-looking packages to banking executives ONE AT A TIME. Fortunately, the fnancial services business is concentrated in a small area in downtown Toronto. Those that could not be delivered in this way were sent by overnight courier.
Within days, the seminar was profitable.
My point: Never underestimate the power of a little drama!
Cheers!
David
P.S. Here — as closely as I can recall it — is the pitch that I gave to the students:
“Hi. Mr. Zarry from York University asked me to deliver this package to (name). Since he/she is expecting this information, would you get it to him/her.
Or, should I take it to another floor?”
(Since these were the Head Office locations of Canada’s banking industry, the executive suite covered several floors. The last question was included in case the courier was on the wrong floor.)
P.P.S. The late, great Peter Zarry was my first mentor in marketing. We did some great stuff together!
Comment by David Foley — July 12, 2010 @ 8:15 pm
Re the *
There’s a national radio talk-show host in Canada, based in Winnipeg. He’s Charles Adler and he refers to his audience as the “Adler Nation”.
Seems to me that Clayton should do the same thing!
David
Comment by Scott — July 12, 2010 @ 8:34 pm
I feel really loved. Thanks Clayton. As someone who’s desperately trying to scrape words together (without proper training) in a way that creates dollars, all the blog posts on your site are like rare jewels to me.
That one was a pearler.
Comment by Jon — July 13, 2010 @ 3:01 am
@Scott - this really isn’t a criticism, but..
are you similar to me and finding so many pearlers on this site lately? Isn’t it difficult to choose the top ones when they’re all so helpful?
It isn’t just useful stuff, or helpful stuff, but encouraging, motivational stuff too. It’s a marvellous talent being seen here.
Jon
Comment by Voix.Off.Bertrand.Dubail — July 13, 2010 @ 11:49 am
Thanks
Comment by ken ca|houn — July 13, 2010 @ 3:19 pm
Great tips for aspring copywriters, Clayton — the main point that stood out was this sentence “I mailed 100 introductory letters each Monday”…
meaning you Worked hard. I’ll bet 99% of all aspiring copywriters don’t even send out 5 introductory USPS/fedex email letters a Week… in fact I’ll bet most send out a few emails or make tentative phone calls a day, at best.
Most people are not successful because they don’t do the hard work it takes, to make selling easier (to paraphrase Gitomer).
It’s good to see the work ethic and commitment behind your success… you’ve extremely talented, And you work very hard. Many people aren’t either. Thanks for raising the bar, and explaining what it takes.
-k
Comment by Daniel Cajiga — July 14, 2010 @ 6:01 pm
Thank you very much Clayton!
Your insider´s unique, beautiful, generous and powerful lights of khowledge have persuade me to especialize myself to become a copywriter.
I´m buiding my internet business; at the begining I thought to cover every online business related topic and built my membership in that fashion.
Throughout all my journey I´ve gotten enough knowledge to realized that, as far as the eye can see, it is impossible to specialize in everything about online businesses, maybe in 3 lives or so could be done…
Putting the elements in a balance I´m sure that copywriting is the most powerful of the whole set with no doubt. That´s why I want to say thank you dear Guru to the Guru´s Guru (hehe, since I´ve seen more than twice Rich endorsing your stuff).
Thank you very much dear Master.
God saves Clayton!!!
Best Regards,
Daniel Cajiga
p.s. The membership will remain with the same foundation but ít´ll grow on the copywriting niche.
p.p.s. The first practice I´ll be putting on air August 15, 2010 is my HBBK-H Membership´s sales letter. I beg God to have undestood at least 1% of what you teach here.
p.p.p.s. Thanks again Clayton!