Don’t Be a Deadbeat Copywriter

June 24, 2015 by

 

What's the biggest fear for a publisher when hiring a copywriter?

That their copy won't convert.

It won't grab attention.  It won't keep the reader on the page.  And it won't sell newsletters.

That's the objection you -- the copywriter -- need to overcome.

I'll tell you how in moment, but first a story...

A few months ago I had a client approach me wanting copy for a few of his investment advice services.  This was definitely a job I was interested in.  Until he told me I'd be receiving $0 up-front.

At first I was shocked.

Either this guy hasn't worked with copywriters before or he's hiring only bottom-of-the-barrel writers.

He went on...

"And because of this I offer above industry-standard royalties."

Okay, okay.  Not so bad then.  But still, not an offer I can accept.

I explained to the client that its not just the copy which guarantees the success, I have clients wanting to pay me up-front fees and royalties, and its too much risk as I'd never worked with him before.

So we parted ways.

But not before explaining to me why he could only offer $0 up-front.

It was because he had been burned before.

And he didn't want to take the risk again.

You see, he had probably sunk at least $5,000 into a number of copywriters, only for their copy to not convert.

As soon as they had turned in the copy, they probably went MIA.

Deadbeat copywriters.

They didn't stick around.

And instead the client got shafted with bad copy and a hole in his pocket.

Can't blame him for not wanting to fall into that crap heap again, can you?

That's why I ALWAYS stick around. I never leave a client with poor-performing copy.  And frankly, I had never had the chance... until recently.

I finished a project for a client a few weeks back.  The story was great.  It was fun to read.

But it wasn't converting.

In fact, in its first test it produced just 1 sale.

Not good enough.

At this point I could have taken my money and run.  But I would never.

I'm in this game for win-win deals.  That means the client gets great copy and I get paid for it.

But it wasn't all bad.  People were staying on the page for almost double the time they were for the control.

So we began to make changes.

The first change bumped up sales nicely.

The next test?  Well that's going out this Thursday.

Point is, I'm sticking around until we get this baby converting, or we run out of ideas.

And you should do.

You'll remove 99% of the anxiety the client has about hiring you.  And you'll start to build a reputation people want to work with. 

Until next time,

Chris

P.S. If you hire copywriters, make sure they agree to help test the copy with you.  That way, you'll know there's a good chance they'll stick around even if the copy fails.

P.P.S. And if you want a copywriter who sticks around, click here.

 

 

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