Unlocking The Vault (Getting Everything You Can Out Of Your Clients)
A lot of copywriters believe "the product" should reflect the copy.
In other words...
"I'll write kick ass copy... and your job (as the client) is to make sure the product lives up to what I write."
And there's definitely truth in that.
But you've gotta be careful and keep your ego in-check.
Because your clients... the good clients... have a wealth of information to share.
Here's the thing...
A lot of product developers are so close to their story (and solution) that they fail to see the real, hidden nuggets (in plain site to a good copywriter.)
A copywriter's job is to connect with his or her clients... and unlock the vault of their story (and authority.)
What I mean is...
Copy writes itself - when you're working with a client - who has a story that hits all of the triggers you could ever ask for.
It's your responsibility to ask the right questions.
...You need to have your interviewing skills down.
...You need to record your discovery calls.
...You need to praise your clients and make them feel appreciated.
You've got to nurture a relationship with your clients. That's how you'll get them to open up... and be vulnerable.
It's your client's authenticity that connects with prospects. (Equaling major profits - if you don't mess it by thinking, "I can say it better.")
You don't need to contrive a hook. Nope.
Because when you're working with product developers of real substance, you just need to reflect their character in your copy.
...making people see themselves in the story you unravel. (i.e. Archetypical resonance.)
Don't forget...
Always remember...
People connect with stories.
They project themselves in your client's experiences.
And if the people who hire you accomplished what prospects want...
...it's like having a golden ticket to generating very handsome conversions.
But again...
Only if your interviewing skills can match (or exceed) the excellence of your copy chops.
On a side note...
It's working with clients who have amazing stories to tell that makes this work fulfilling. At least for me... that is.
I recently worked with a woman from Australia. It was a real pleasure; a rich experience.
My point is...
Focus on the people. The copy really does write itself. (No, that's not an opening to tell me how much work writing a winning letter or script is. You're smart enough to understand what I mean.)
Mark
P.S. I was talking with another copywriter from the forum on Skype... and we kind of touched on this conversation. That's actually what inspired me to post this. I'd drop his name, but we also talked about how people try to associate themselves with other people - higher up on the success-food-chain. So I'll refrain from doing it. ;-)
In other words...
"I'll write kick ass copy... and your job (as the client) is to make sure the product lives up to what I write."
And there's definitely truth in that.
But you've gotta be careful and keep your ego in-check.
Because your clients... the good clients... have a wealth of information to share.
Here's the thing...
A lot of product developers are so close to their story (and solution) that they fail to see the real, hidden nuggets (in plain site to a good copywriter.)
A copywriter's job is to connect with his or her clients... and unlock the vault of their story (and authority.)
What I mean is...
Copy writes itself - when you're working with a client - who has a story that hits all of the triggers you could ever ask for.
It's your responsibility to ask the right questions.
...You need to have your interviewing skills down.
...You need to record your discovery calls.
...You need to praise your clients and make them feel appreciated.
You've got to nurture a relationship with your clients. That's how you'll get them to open up... and be vulnerable.
It's your client's authenticity that connects with prospects. (Equaling major profits - if you don't mess it by thinking, "I can say it better.")
You don't need to contrive a hook. Nope.
Because when you're working with product developers of real substance, you just need to reflect their character in your copy.
...making people see themselves in the story you unravel. (i.e. Archetypical resonance.)
Don't forget...
Always remember...
People connect with stories.
They project themselves in your client's experiences.
And if the people who hire you accomplished what prospects want...
...it's like having a golden ticket to generating very handsome conversions.
But again...
Only if your interviewing skills can match (or exceed) the excellence of your copy chops.
On a side note...
It's working with clients who have amazing stories to tell that makes this work fulfilling. At least for me... that is.
I recently worked with a woman from Australia. It was a real pleasure; a rich experience.
My point is...
Focus on the people. The copy really does write itself. (No, that's not an opening to tell me how much work writing a winning letter or script is. You're smart enough to understand what I mean.)
Mark
P.S. I was talking with another copywriter from the forum on Skype... and we kind of touched on this conversation. That's actually what inspired me to post this. I'd drop his name, but we also talked about how people try to associate themselves with other people - higher up on the success-food-chain. So I'll refrain from doing it. ;-)