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For a B2B Copywriter, Nothing Else Matters …

For a B2B Copywriter, Nothing Else Matters …

June 24, 2013 | By Guillermo Rubio | 1 Comment

It’s a common question asked by both new and experienced copywriters: “What’s the one thing I can do that will give me the greatest boost in income and help me take my business to the next level?”

While it’s certainly not the only thing you need to do, Guillermo Rubio shares the most critical thing a B2B copywriter must do to grow their business.  Without this, your business – and your income – will flounder.

You must get clients!  OK, you knew that.  What you really want to know is how to get paying clients who will provide the income you need and want.

Guillermo learned a key strategy for getting clients from Joshua Boswell.   He shares that strategy with you and lays out three simple steps you can follow to find and prospect clients, regardless of your past experience.

It’s worked for Joshua.  It’s worked for Guillermo.  It can work for you too!  Read on…

Charlotte Hicks,
Managing Editor

This past March, at the Treasure Island Hotel in Las Vegas, I sat in the room spellbound.

I was listening to Joshua Boswell speak.

He was talking about the number one priority critical to any copywriter’s success.

He polled the room, asking them what they thought that one thing was.

Some said it was motivation. Others said it was “A-level” copywriting skills. Yet others said it was persistence and determination.

He kept asking a few more people. Finally, the room was stumped. Although the answers given were all important parts of success, they weren’t the one critical thing every copywriter MUST do in order to achieve success.

Can you guess what that one thing is?

It’s getting in front of paying clients.

If you can’t find someone who’s willing to pay you for your services, then ultimately, nothing else matters!

Think about it: you can have the copywriting skill of a Paul Hollingshead or a Clayton Makepeace. But, if you can’t get yourself in front of clients that’ll pay for that skill, it doesn’t matter.

If you have all the motivation, persistence, and determination in the world, but you don’t find clients with check in hand, it doesn’t matter.

Everything else takes second place to this one priority.

This isn’t a new concept.

But it’s something too many copywriters don’t give as much importance to.

As copywriters, many of us tend to spend our time worrying about getting our skills up to par, learning one more copywriting secret or technique, getting our website “just right,” or attending one more seminar.

But the truth is, the first thing you should worry about (once you’ve got some skill under your belt, of course) is to find clients ASAP.

Michael Masterson talks about this in his book, “Ready, Fire, Aim.” Too many business owners focus on getting business cards, setting up the office, getting the right equipment and furniture, and anything else BUT getting that first sale.

This is completely backwards, as Michael points out. Your first priority, regardless of the business you’re in, is to get money in the door. To make that first sale. Once you’ve got some sales rolling in, THEN you can worry about the ancillary “stuff.”

And as an owner of a service business that provides copywriting services, it’s no different.

That said, here’s the strategy Joshua shared at the Web Intensive. Follow it, and you’ll get yourself in front of paying clients in no time.

Step 1: Choose 1 – 3 niches you want to focus on. Since you’re starting out, you might not know yet what niche you want to stay with. That’s okay. This is why you should pick three that interest you.

Step 2: Buy or find a list of 20-100 prospects in each niche. There are two ways you can go about this. If you have some extra cash, you can buy a list of prospects, complete with contact information. The best resource for this is the Directory of Major Mailers. It’s put out by Target Marketing, but it’ll run you a few hundred dollars to get online access. If you can’t afford it, you’ll simply have to put in a little elbow grease. Go to Google.com. Start searching for companies in your niche. If you’re in alternative health, for example, type in “alternative health companies” and go from there. This is where you need to put on your detective hat. Find the companies. Then search their webpages, or even call them directly to get the contact info of the marketing director.

Step 3: Pick out 1-3 ways that you’re going to contact the prospects on this list. This is where the rubber meets the road. You’re going to contact people on your prospect list – every day. There are a few ways you can do this. Pick up to three that you’re comfortable doing:

  • Call them directly
  • Send them an email
  • Mail them a sales letter or “bulky” package
  • Write articles in trade publication they might already be reading
  • If they’re on Twitter, follow them. Get a conversation going with them.
  • If they’re local, go meet them in person.
  • Go to an event where these prospects are likely to attend (i.e. trade shows, organization events, etc.)

Without knowing it, I followed this very plan when I first got started in copywriting.

AWAI was my “prospect” and, fortunately, I lived near their offices. I simply chose to walk in and talk to Katie directly. Sure, it was incredibly scary. But I had nothing to lose – and everything to gain.

Thankfully, it worked out. And if you simply follow this plan and take action on a daily basis, there’s no way you can’t succeed.

Remember, this is your top priority. Regardless of what niche you’re in. And, regardless of how much more “learning” you think you need.

Nothing else matters. It’s when you do this that you’ll start making your goals – and dreams – come true.

About the Author

Guillermo Rubio

Latest in B2B Copywriting

One Comment

  • I found this to be very helpful and realize that paying clients are the fuel of this business. I have a question with regard to the recommended “Directory of Major Mailers”. After searching for this publication on the web, I found that the Online Categories listed on the website appear to be largely B2C type companies. Is there a similar tool for locating prospective B2B clients or am I not looking at the categories in the correct manner? Thank you for your assistance!

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