Most effective way to keep copywriting pipeline full with current clients and by finding new clients

[Frank Girard]

Many copywriters have a difficult time marketing their copywriting services and keeping the pipeline full. They are either in mostly "famine mode" or "feast and famine" because of the challenge of doing the work while you are selling it.

There are many excellent sources and ideas to address this need. I would be interested if everyone would share their most effective approach with details such as a sales letter, web copy , sales approach to get more business. Although some may think we copywriters are competitors, the market for copy writing is so huge (several billion a year), it really should be a non issue. I welcome thoughts ideas, samples, strategies, resources.

The result will be a sharing of ideas and information to address one of the most important areas for all copy writers- marketing!

Frank Girard

[Clay Cotton]

let's remember that referrals are a good source, too...

:)

/clay
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." - David Ogilvy

[betsy craz]

Good topic Frank. I've been on my own for nearly 8 years and learned the hard way that what works for one writer may not for another. When I first started my business, I devoured advice about how to get clients and recognized right away, for instance, that I would not be successful cold calling because I hate it myself when someone cold calls me. Still, I tried it and -not surprisingly-dropped it right away from my repetoire. It wasn't for me. I found that I'm not entirely comfortable with public speaking either. So I've created my own personal "marketing mix" of writing articles, an ezine, contacting other providers to partner with (designers, consultants, printers, web developers) and attending trade functions where I develop relationships rather than shove my biz card under someone's nose. It's just my way and I've been fairly successful in keeping projects in the pipeline. Hope this helps.

[jackforde]

Of course, it's a good idea not to put all your eggs in one basket... but I'd want to submit that a lot of copywriters end up leaving opportunities for more work on the table, with clients they already have.

That is, building an ongoing relationship with a handful of clients can keep you much busier actually writing (instead of marketing yourself over and over again). There's no reason, once you've written controls for someone, not to see if there's an opportunity there for not just the next package... but a mini-contract for a string of packages over a certain period (6 months, a year, whatever).

Also, in the same way freelance journalists and magazine writers will revisit stories and freshen them up for republication, keeping on top of what's happening for a client or in any news related to a product you've written about... gives lots of opportunities to contact the client and offer new lead tests, headlines, etc. on packages they might have "retired" already.

Last, you mention the idea of copywriters and whether we're competitors or not. Of course, you answer that we rarely compete with each other at all. I completely agree. Even on occasions when you and another copywriter are going head to head on a promo for the same product, it's a good thing in the end. Simply because when a company gets a working promo, that's more cash for future mailings, expansion, etc. And that leads to even more future demand for copy. More often than not, you'll get your second chance.

Good question. I'll be interested to see what others contribute.

Jack

[jackforde]

Oh... I should add... one excellent way to get clients (as Betsy says) is to write and distribute an ezine. It's gotten me lots of offers over the last six years, most of which I've had to turn down... since I'm already working with a full plate most of the time, these days.

[Patricia Skinner]

Just lately I've had a tremendous amount of success (after a hiatus due to health issues) just by contacting old clients. I even got a project from one person who contacted me a year ago. We were all set to begin his project then when he sent me an email saying he'd decided to go with a new college grad because she was quite a bit cheaper than me. :) He offered me work straight away when I sent him an email this time around. So, it's worth even sending a polite reminder that you exist to people who may not have hired you the first time around. It's certainly worth checking in with past clients. In fact I'd recommend doing that on a regular basis, say ever six months.

[Soni Pitts]

Has anyone here ever created a retainer-type situation with a client? If so, what is the best way to introduce the idea and lobby for it?

[Jacob Bear]

I was hoping someone would respond to Soni about working on retainer...

Anyway, as a lot of people have already pointed out, past and present clients are a great source of work. I would add that you should have a system to touch base with them. I have follow-up built into my contact management software to "check in" and see how the project worked out, to send an easy-to-use referral form, and to suggest additional projects. (Always keep your eyes peeled for other ways you can help a client. I even block time to brainstorm ideas for the more promising ones. Being helpful will almost always help you ;-)

[Janet M. Atwell]

Quoting Jack: Even on occasions when you and another copywriter are going head to head on a promo for the same product, it's a good thing in the end. Simply because when a company gets a working promo, that's more cash for future mailings, expansion, etc. And that leads to even more future demand for copy. More often than not, you'll get your second chance.

Quoting George: this could be a profitable place to outsource work you can't handle to those you trust.

I agree with both of you on both points. I am one of the volunteers on AllExperts.com in the small business category and I advise people that ask me questions that a market without competition has little demand, if any.

As for the comment George made, I would be one of those that would welcome such work. I do a lot of ghostwriting but not enough to keep me busy. I was sick for four years and deathly ill for the last year. I am getting better now and just getting back to my writing. It has changed since I became ill and I have had a hard time getting work.

To Patricia: I did that as well and what work I have had lately is from those past contacts.

To Soni & Jacob: Some time ago I worked for a man that had many small jobs and the occasional eBook. It was very expensive for him and I never knew what to depend on where my income was concerned. I approached the subject as a partnership where he would have my work when needed and I would make him a priority. It worked out very well for us both.

Also, as Jacob said, I will keep my mind open to other ways to help a client. Often looking over something for them and writing a testimonial will help keep you fresh in their minds for the next project.

[Kristy Mcnillan]

Techniques on copywriting are all over the web. It is just that you can't really choose which one and your mind is flooding with ideas that you can't use because your not sure if it will work or not. For me, know the basic rule and keep in mind your readers. Know who your targeted readers are and what do they want and need. Through that you'll notice that they will keep on reading your writings and buy what you offer.

I've read Five Words You Can Cut from Daily Writing Tips and i thought that writers sometimes forgot this simple rules.