How to Attract Cheapskates, Flakes and Whiners for Your Copywriting Clients
“Why do you write so many darn words?”
We direct response copywriters tend to avoid small business owner who don’t “get” what we do.
It’s a lot of work explaining headlines, testimonials, USPs, AIDA, indirect-persuasion, long copy, blind bullets, guarantees…
After all, most people have only been exposed to image ads on TV and in magazines…
“Isn’t a picture worth a thousand words?” the typical business owner asks.
“Who cares! You’re running up a huge bill with no traceable returns,” you reply. “You don’t even know if you’re making - or losing - money.”
That argument, however, only positions image advertising as a silent, unknown killer. Like carcinogens. The impossibility of selling “prevention” - without great expenditure of time and money - was one of the first copywriting lessons John taught me.
So how do we “convert” such prospects into direct response copywriting clients, then?
I want to share another “ah-ha” moment with you from Shaune Clarke’s “Copywriting Client Marketing System” (which I’m currently enrolled in).
Here’s what you can say…
“Because logos and slogans don’t say anything of substance, they end up being USP deficient. They attract anyone - including less-than-ideal customers, like high-maintenance complainers.
“With no USP, your ad essentially markets your business as a commodity and sucks in the price-shopping hagglers.
“With no USP, your advertising builds no trust with a target audience, so no one is loyal to you for repeat business or referrals.
“Image advertising isn’t just a hole in your pocket, it’s a cheap perfume that attracts cheapskates, flakes and whiners.”
Try that on for size the next time you land a direct response challenged copywriting client. (Well… be nicer than what I said above.)
For less annoying customers,
Colin Y.J. Chung | REALITYcopywriting.com
P.S. Click the following link to check out Shaune Clarke’s Copywriting Client Marketing SYSTEM …
http://www.realitycopywriting.com/secretary-turned-copywriter/
P.P.S. Tell me about your horror stories with direct-response-challenged-copywriting-clients by leaving them in the comment box below…
P.P.P.S. If you’re new to REALITYcopywriting.com please enter your name and email in the box on the upper right (or subscribe to our RSS Feed) to receive notification of all new e-columns.
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3 Responses to “How to Attract Cheapskates, Flakes and Whiners for Your Copywriting Clients”
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October 20th, 2008 at 8:40 am
“You can never sell with pictures alone. I guarantee that”
October 20th, 2008 at 5:42 pm
“Image advertising isn’t just a hole in your pocket, it’s a cheap perfume that attracts cheapskates, flakes and whiners.”
Excellent metaphor, Colin.
Your post has helped me to understand the U.S.P. in a whole, new light — essentially a ’screening device’ for this very type of customer.
Thanks,
Lawrence
October 22nd, 2008 at 10:30 pm
Wow.
Lawrence Bernstein commented on my post! I’m flattered.
For the rest of you, Lawrence’s blog archives hundreds of old direct response ads, all free to download.
Now, as a student of Shaune Clarke, I am obviously against swiping mindlessly… however, I am definitely for studying old successful ads for what they’re worth.