The Totem Pole of Copywriting Clients
I can hear the difference… no kids playing outside. The first week of school is back! It always triggers a sweet sadness in me remembering my youth: How two months of summer vacation vanishes so quickly…
Well, it’s also back to copywriting “school” with next Wednesday’s “Craft Your Own Untouchable Copywriter’s USP” group coaching call with Shaune Clarke.
People have been asking if I think this market or that market would be a good match for them. Everything from selling financial newsletters to vitamin supplements to writing ads for laundry mats.
First, keep in mind, choosing your niche is only ONE of the many ways you can create “Your Dynamic Position.” Normally it’s a matter of how you position yourself uniquely WITHIN a specific niche. Obviously, you won’t be the ONLY copywriter writing for that niche.
That said, all direct-response copywriting opportunities are not created equal. Here are the three variations…
Small Local Businesses: Local business owners rarely even know what a “copywriter” is. There is plenty of opportunity, however, in this market - but you need to filter through the lemons and educate the rest. Usually you’d do this by selling them consultations or information products. After that, perfect TEMPLATES to sell on license from region to region. This type of client requires you spend more time promoting your copywriting business, than theirs.
Medium Sized Mail Order and Internet-Based Businesses: This growing industry boasts a bigger budget because they sell products that can be replicated at low cost. The biggest limitation to growth is their marketing. Because they are still growing they require some hand-holding.
Direct-Marketing Mail Order Companies: The budgets at the top of the totem pole would frighten the average working man. They may mail 500,000-1,000,000 copies of your letter a quarter. I know one company that spends $350,000 per MONTH on PPC traffic to their websites. With so much exposure, and so much invested, your copy needs to perform exceptionally. It’s quite competitive as even a 0.2% increase in response can equal hundreds of thousands of dollars.
At the bottom of the totem pole you’re essentially creating your own market. The higher up you go the more you are tapping into an established market.
At the top, you become a valuable member of a team. At the bottom you are a shepherd leading lost flock away from the wolves of bankruptcy.
Local business can only grow so far before they run out of customers. The only way to profit as a copywriter is to cycle through them quickly. While at the top of the totem pole, one client, giving you 5 projects a year, could easily make the six-figure dream come true.
I don’t think there’s any place on the totem that is necessarily better. They all have their pros and cons. They all have potential for growth. It’s mainly a matter of which best suits your unique experience, skills and personality.
We’ll be sending out the “Your Dynamic Positioning” exercise sheet today to all those who registered for next Wednesday’s free coaching call. Complete the exercises over the weekend! You’ll possess an organized outline of your unique selling points.
Then on Wednesday, as you listen to Shaune coaching the three hot-seaters, you’ll see how you can turn your list of possibilities into a clear USP that will attract clients who’d love to write big cheques for a copywriter just like you.
Make sure you register by clicking the following link. Enter your name and email address in the registration form provided…
http://realitycopywriting.com/untouchable_copywriter_usp
Have a great weekend!
P.S. If you have any questions about today’s e-colum, please leave it in the comment box below…
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