Below is the Scott Haines interview.

Scott is easily one of the world’s top direct response copywriters. He’s written for everyone from infomercial gurus and New York Times Bestselling Authors… to $100+ million per year direct marketing companies… to even business giants like Jay Abraham and Donald Trump.

Scott could not answer everyone’s questions due to time constraints.

But he did get a good chunk of them.

And I would highly suggest printing this entire blog post out and reading it multiple times. There’s so much “gold” inside, it’d be impossible to dig it all out on just one reading.

Ready?

OK then, here it is…

QUESTION: What do you do daily/weekly/monthly to keep your copywriting edge as sharp as possible?

SCOTT HAINES: As a busy freelancer, I write a lot of copy. Also, I coach copywriters (I’ve been a featured coach in every one of John Carlton’s Simple Writing System Workshops… plus… I have a handful of private coaching clients.). And I still read a lot of good copy. Beyond that, I reread the classic marketing/advertising books periodically. These five more often than the others…

1. Scientific Advertising by Claude Hopkins

2. My Life in Advertising by Claude Hopkins (NOTE: You can get both of Hopkins’ books in one combined edition.)

3. Tested Advertising Methods by John Caples (4th Edition or earlier, if you can find one.)

4. How To Make Your Advertising Make Money by John Caples

5.The Robert Collier Letter Book by Robert Collier

I used to copy out sales letters by hand… and also… lots of headlines. Not so much anymore. I talk more about doing those things in my Shortcut Copywriting Secrets(tm) Mini-Course. I’ll reveal how you can get a free copy a little later.

QUESTION: What was it like working directly with Gary Halbert, and what were the top 3 “gems” you learned from him?

SCOTT HAINES: Working with Gary was the very best thing that ever happened to me. As far as what it was like… there’s just not enough space here to do it justice. I could easily write a whole book on our strange and crazy adventures together. And someday I might.

I will, however, give you three gems I learned from him…

1. One time, on his houseboat in Bayside Marina in Downtown Miami, he asked me this question…

I thought about it and replied, “Sure, self-interest.” Then he told me something I’ll never forget, he said…

He then went on to say, “Sure, self-interest is very important, but curiosity trumps it.”

I can’t give you a whole lesson here on how to put curiosity to use in your copy but, I can tell you, at the very least, curiosity needs to be a strong element in your headlines and bullets.

2. “Nothing is impossible for a man who refuses to listen to reason.” This was one of Gary’s favorite sayings. And it’s how he lived. He didn’t let anything stand in his way. I saw him get things done that bordered on the impossible… and… it’s because he didn’t listen to most people’s “reasoning” or pay attention to their idea of “common sense”.

He lived a “No Limits” lifestyle. In fact, he had a dive watch that had “No Limits” on the face of it to constantly remind himself of how to think.

3. “More answers will be found through movement than will ever be found through meditation.” Another Halbertism I strive to live by. Here’s a quick “Gary story” that explains this aphorism fully:

Many years ago we were in Key West–at our good buddy Rocko’s house–looking for places to stay. And we were searching thorough the classifieds in the Key West Citizen newspaper. Anyway, after I looked for awhile, I started discussing options with Rocko. You know, why this or that may or may not be a good idea… and so on. Well, after about five minutes of this uncertainty, Gary grabbed the paper from me, and literally said…

Then, he picked up the phone, went down through the classifieds, and in two, maybe three minutes tops was talking to someone about coming by to see a place “right now”. And in less than 10 minutes, he and Rocko were out the door. And in about an hour, he was back with the keys to his new place.

Me? When they returned, I was still looking at the classifieds with no place to stay (except on Rocko’s couch).

I’ve never forgotten that lesson. It was one of the most dramatic demonstrations I’ve ever witnessed of someone getting something done immediately.

Sure, finding a place to rent may seem like a trivial or small thing… but… Gary could just as deftly and quickly knock out monstrous obstacles and problems, as well.

QUESTION: What is the best way to gain trust with a customer when all you have is their mailing address and they have never heard of you or what you do before?

SCOTT HAINES: Mail them what Halbert called an A-pile letter. An A-pile letter is a simple, white, #10 envelope with a typed or handwritten address–in blue ink, if handwritten–and a corner card that only reveals your return address with a “live” first-class postage stamp. Do that, and if you are selling something, do a complete sales job.

Better: Offer them something free… no strings attached. Or a free trial. In the long run, that’s usually the most profitable–although not the least hassle-free–way to do business. It’s how Boardroom, Rodale and many other large direct marketing companies operate.

If you’d like to see an example of how I’ve used this technique, click on the link below. It’s an ad I wrote (actually a tear sheet ad that was mailed) that gave away a free book. It was extremely successful to cold lists (people that had no idea who my client was). (Of course, we had a high-priced–$3,995–back-end product we sold to people who requested the free book. And by the way, we sold–by mail–well over a million dollars worth of the book before we tested offering it free. And “free” was more profitable overall… by a pretty large margin.)

QUESTION: What are the ‘key takeaways’ you learned while mentoring with Gary?

SCOTT HAINES: There are too many to list… however… I gave you three very good ones earlier.

QUESTION: What have you done over the years to increase your production SPEED? Do you start with the order form as some people recommend? Do you write all the way through and then go back to edit? Do you write in blocks then piece the letter together?

SCOTT HAINES: Write! It’s that simple. The more you write, the better/faster you will get.

Some things that help: Timed writing periods with breaks. By now, most copywriters have heard the late, great Gene Schwartz’ advice about writing for 33 minutes and 33 seconds… and then… taking a 5 or 10 minute break before starting again. It works. It keeps you fresh.

The thing is, I strive (and you should also) to do as much work as possible, while staying as fresh as possible… which… by the way, is something I learned from a Russian workout book. Timed periods with breaks help with that.

If you want a neat (and totally free) desktop clock/timer to help you with this, you can download one here…

Having a daily writing goal helps, too. Such as, 2 pages a day… or one or two thousand words. Writing first thing in the morning helps. Also, consistency. If you write every day at the same time, your subconscious gets used to the routine and tends to help you out a bit more.

I don’t start with the order form. I know direct marketing legend Ted Nicholas is a big proponent of that technique–and I don’t really disagree with his reasons for starting there–it just doesn’t work that well for me. I usually start with the headline.

Sometimes, if I’m having a little trouble getting started, I’ll write the bullets first… which is something I learned from my long-time friend and colleague, John Carlton.

I often do write a piece from stem to stern. But I also write in pieces. It varies depending on complexity, my energy level, workload, et cetera.

QUESTION: What is the method you use from start to finish for doing the information gathering from clients (audio, phone, internet research etc.)?

SCOTT HAINES: Here’s the short answer (because the complete answer takes up a whole section in my copywriting course): I mostly have them send me everything (product, promos, results, any and all data). Then, I block out a day, or two, or three and go through it all.

After that (and also during the process), I develop a list of questions and then get on the phone with them. Sometimes, however, I just hop on the phone with them blind. Sometimes, I have multiple phone calls. I may or may not hop on the Internet for research… it just depends on how complete my start package is.

QUESTION: What are some of your most secret tricks to writing the best bullets?

SCOTT HAINES: Another subject that takes up a whole chapter in my copywriting course… so… I just don’t have the space to answer that question here.

QUESTION: What are the things that you do differently (if any) with your copy when selling a $19 book vs. a $10,000 course? Or do you follow the same principles no matter what?

SCOTT HAINES: I see you’ve read my bio. Anyway, I do a complete selling job regardless of price. Of course, it’s less of a chore to get someone to part with $20 bucks versus $20,000. That is, the higher the price, the more you need of everything — words, proof, risk-reversal, and so on.

Having said that, though, I believe I have had good success selling the higher-end stuff because of my confidence or my mindset. I just don’t hesitate when offering something expensive. I write with full conviction and fully expect them to buy. A lot of people have mental hurdles when it comes to asking for a considerable amount of money… and… it shows in their writing. I don’t. And that, again, I believe makes the difference.

QUESTION: I’d like to ask Scott about getting clients when you don’t have a huge track record. I’ve written some high performing website copy, and five sales letters that turned around the businesses response by more than 300%. But I don’t have a “binder” full of successes yet. How do I get to the big bucks?

SCOTT HAINES: You don’t get to the big bucks until you earn it. It sounds like you are on your way. Keep it up. Add to your successes until you DO have a big binder full.

If you want some advice on leapfrogging your way up the ladder, read Robert Ringer’s book, Winning Through Intimidation. (The updated version has been retitled: To Be or Not to Be Intimidated? That is the Question. A much lamer title, by the way.)

Just be careful of what you ask for. It’s a lot of responsibility to take someone’s business and ten to fifteen thousand (or more) of their dollars into your hands. If you do so before you’re ready, you’re going to be in for a very bumpy ride.

QUESTION: Have you been able to make a compiled list payout? If so what?

SCOTT HAINES: No, I’ve never tried. Halbert did it a couple of times. The first time with his Coat-of-Arms promotion. And he did it with at least one diet promotion (maybe more than one, I can’t remember) by choosing people in the DMV database (or various DMV databases) based on their height/weight on their Driver Licenses. I’m not 100% sure, but I don’t think you can access that information anymore.

QUESTION: If you were self-studying copywriting, today, what type of daily curriculum would you set up for yourself?

SCOTT HAINES: I have a report that details exactly what I’d do titled:

I’ll tell you how you can get a copy in just a minute.

QUESTION: If you still were a relatively new (but accomplished) copywriter with a good track record of performing for a single client thus far (i.e. made them almost $500K in the last six months), how would you position and effectively market yourself to land newer and higher paying clients in 2010?

SCOTT HAINES: Keep working at it. Use that success story. Build upon each success you have. That brings something up… I’m in my 15th year as a freelancer, and there are guys out there in their first few years trying to charge as much (and in many cases, much more) than I do. It’s ridiculous. They don’t have the chops or the track record. And, like I said earlier, be careful, getting a lot of money for something you’re not prepared for is a recipe for disaster.

QUESTION: As Scott got started what were his steps to A class? I’m new, I graduated from John Carlton’s SWS and I realize that is a first step, but what’s next in the whole picture?

SCOTT HAINES: John’s Simple Writing System is superb. As I mentioned before, I’ve been a featured coach every time he’s held it. But, if you’re truly new, you need to fill in the gaps in your education. You need to read the classic texts on marketing and advertising and get grounded in the basics.

Here’s a quick story to illustrate what I mean: 10 years ago, I had a meeting with Jay Abraham in his office. During the meeting, Jay asked me how many times I’d read Scientific Advertising by Claude Hopkins. Proud of myself, I said, “Seven times.” And he immediately shot back with, “That’s not enough. I’ve read it over 50 times.”

Jay probably has the best marketing mind of anyone alive. And, before he ever did any of his seminal thinking on the subject, he immersed himself in the greats who came before him.

You should do the same.

QUESTION: Here’s my problem. I need to clear $150,000, after taxes by December 31, 2010 (next year). This allows me to get debt-free.

What I’ve chosen to do is sale nutritional supplements (Virility,Bladder Control, Prostate, etc.)

My first promotion will offer the product at a pre-sale/pre-formulation discounted price.

Here’s my question to Scott.

How and what would you do to generate that kind of money?… i.e. Copy strategies, marketing strategies, etc…to get it going.

SCOTT HAINES: I’m not trying to be rude, but if you’re starting from dead scratch with little to no money and little to no experience in this market, you’re delusional. It’s a very good market, but it’s also highly-competitive with pretty sophisticated customers.

If you think you’re going to swoop in and clean up against some of the best companies and promotions going today, be prepared for a brutal reality check.

Selling nutritional supplements is a business… meaning… you better be prepared to absorb some setbacks while you’re learning the ropes. There’s a lot you can’t know going in… and… you’re going to pay for that lack of knowledge in time and money lost.

Read Michael Masterson’s, Seven Years to Seven Figures. It’ll go a long way toward clearing up your thinking.

QUESTION: There seems to be a growing divergence of opinion on what makes top-selling copy in the “new economy.” There are those in the old school who espouse the long sales letter – problem, pain, solution, offer model. On the other hand, there is a growing band saying that people are sick of being sold to and want a more harmonious, longer-term rapport with marketers. I see successful and unsuccessful versions of both sides. What do you think?

SCOTT HAINES: You’ve got this all wrong. You are talking about a tactic versus a strategy. The long sales letter is a tactic that works… and probably will for the foreseeable future. The other deal is a strategy. And it has ALWAYS been more profitable to do longer-term, educational-based, rapport- building marketing to prospects and customers.

I mentioned Jay Abraham before. He’s a master at this type of overall strategy. But that doesn’t mean he doesn’t use the “tactic” of doing a complete sales job via the long-form sales letter when he’s offering something.

QUESTION: Schwartz (and other greats) talks about not drawing attention to the copy – in essence, making the copy transparent. What do you do to avoid drawing attention to your copy? What’s your test?

SCOTT HAINES: Flow and smoothness. A simple, direct style. Very few (if any) ten-dollar words. And always, ALWAYS, read your copy out loud to find the rough spots.

QUESTION: In selling Information/Advice products: What’s your approach? Some suggest mixing “teaching” with “selling” in a promotion. What do you suggest avoiding and what sort of balance do you want to get between information/’golden nuggets’ and ’selling’?

SCOTT HAINES: I generally don’t include much “teaching” in my promotions. Not that it doesn’t work, I just tend to lean more toward a curiosity-building/takeaway approach. So I can’t give you any ratio or specifics. You’ll have to test it for yourself.

(NOTE: If I were writing a magalog or bookalog, I’d include more giveaway info… because… that’s the whole purpose of those formats… to make your advertisement look/read more like valuable content.)

QUESTION: What do you do if a promotion fails? Where do you begin to rewrite? Do you begin with the appeal? The theme or Idea? The Lead? Or do you kill the entire thing and begin from scratch?

SCOTT HAINES: Fortunately, this doesn’t happen very often… but… it does happen. If it never happens, you’re just not doing enough. But if something does fail, the first step is always analysis to determine the possible problem. And, depending on the answer (or answers), I might change offer, pricing, headline, theme… or… scrap the whole thing and try something completely different.

I wish I could give you a better answer… but each case is unique with all kinds of different variables.

QUESTION: How can an experienced writer, but inexperienced copywriter break in and start building clips for a portfolio? You must have a portfolio before anyone will take you serious and pay you accordingly. Do you make up “dummy” copy ads?

SCOTT HAINES: You can do that… but a better solution is to offer to do some spec work. Spec meaning they only pay you if it works. Or, last resort, you can offer to do totally free work on the contingency that, if it’s successful, you can include it in your portfolio… along with the results and possibly a testimonial from the client. And it wouldn’t hurt to try to work in a subsequent paid assignment into the agreement.

John Carlton calls this the “Shameless Whore” phase… and… whether you like it or not, and even though you’re an experienced writer, you’ve got to spend some time there. Everyone does.

QUESTION: How much time do you spend researching in relation to the total project?

SCOTT HAINES: Research can grow beyond 60% to as little as 5% or less. Example: When I first started writing financial promos (more than a decade ago), my research was as much as 75%-80% of the total project. These days, it’s less than 10% and sometimes 0%.

QUESTION: I know that most great copywriters read a lot of great writing. Who is your favorite fiction author, and why?

SCOTT HAINES: Easy. John D. MacDonald. He penned the Travis McGee series of novels.

Halbert got me hooked on him and that series. Quick story (that I’ve told elsewhere, but it’s relevant, so I’m going to repeat it here):

Shortly after I first started working with Halbert (back in 1998), we took a trip from Miami down to the Florida Keys. Marathon to be exact. And while in Marathon, we stopped at a bookstore. I picked up a health book to help me with a current project and Gary picked up a few paperbacks. After we got back in the car, Gary handed me one of the paperbacks and said…

And, quite obviously, I still do. In fact, on a somewhat recent vacation to the Keys, I passed by that bookstore and the memory of him giving me that book was as vivid as the day he did it.

Anyway, at that time, Gary didn’t say, “Read this, it’ll make you a better copywriter.” No, he just told me that once I start reading Travis McGee, I’ll become addicted. And I did. Not a rabid addiction, but I slowly worked my way through the entire series (21 books in all) over roughly 10 years.

And now that I’m finished with all the books in the Travis McGee series, I consider that gift one of the most important things I ever received from Gary. Why? It’s simple…

And good storytelling (“in print” or “in person”) is paramount to persuasion and selling.

Also, one of the earlier questions was about making writing transparent. If you want an example of transparent writing, read a McGee novel. You’ll almost never notice his style or the words… you’ll just be engrossed in the story.

QUESTION: How do you get in the right frame of mind to write copy? How do you get your “game face” on?

SCOTT HAINES: In my Shortcut Copywriting Secrets(tm) Mini-Course, I have a whole section devoted to this subject titled…

I’ll tell you how you can get a free copy in my answer to the next question.

QUESTION: Where can I find more of your sales letters to study since “Shortcut Copywriting Secrets” is off the market? I really want to see more of your work.

SCOTT HAINES: True, I did remove my course from the market about six months ago. I did so, because I wanted to focus on some projects in other markets. And I’m still doing that. However, Ben asked me if I’d pull it off the shelf and let his readers have a chance to get a copy.

I agreed under one condition… we have a 2-week time limit on the offer. After that, I’m shelving it again. If you’re interested, you can check out all the details here…

(NOTE: This is an affiliate link. If you decide to buy from it, you get a $200 discount, PLUS if you email your receipt to ben (at) bensettle.com, I will give you a valuable gift — an interview I did with Doberman Dan Gallapoo about his Gary Halbert “war stories.” This is a $67 product that’s yours free when you buy Scott Haines’ “Shortcut Copywriting Secrets(tm)” from the link above -Ben)

I should mention the course comes with a swipe file of my “Hottest Sales Letters” and the quick-start, quick-study guide I mentioned earlier titled: The Haines Method(tm) For Quick Copywriting Mastery!

Also, everyone who orders will receive–within 24 hours, by e-mail–my Shortcut Copywriting Secrets(tm) Mini-Course, a recorded interview discussing the 7 Secrets in the Mini-Course… and… another written report on copywriting.

One last thing: Ben also negotiated a $200 discount off the regular price for you.

Here’s the link again…

(NOTE: This is an affiliate link. If you decide to buy from it, you get a $200 discount, PLUS if you email your receipt to ben (at) bensettle.com, I will give you a valuable gift — an interview I did with Doberman Dan Gallapoo about his Gary Halbert “war stories.” This is a $67 product that’s yours free when you buy Scott Haines’ “Shortcut Copywriting Secrets(tm)” from the link above -Ben)

I once heard a success goo-roo preaching thinking BIG.

He went on and on about how all successful people have big goals, big dreams and big plans. And how all success is about thinking big, Big, BIG!

I don’t know about that.

I mean, I get what he was saying.

But there’s tremendous power in thinking small, too. Especially when goal setting — by making goals so ridiculously small, it’s harder NOT to do them than TO do them.

Take for example:

• Writing ads
  

  Kinda hard to have “writers block” if your ONLY goal when sitting down is to write one single word. Or capitalize the first word of each paragraph. Or make sure there’s a period after your sentences, etc.

• Learning new info
  

  Got one of those big tomes about marketing to read through? Client toss a giant new product file in your lap? Gotta learn a new language? Try one SMALL goal just to get started — like turning on your computer, reading ONE page, or sitting down at your desk.

  Small goals easily “snowball” into getting lots of work done.

• Finding bigger clients
  

  As “A List” copywriter David Deutsch revealed in The Copywriting Grab Bag — to get a big fish client, offer to do something small to get in the door.

  Like by offering to write an “about us” page, for example.

• Setting up joint ventures
  

  If you want to JV with someone with a fat list, don’t waste time pitching a big launch goo-roo. Instead, JV with someone with a SMALL list, first.

  Then, as your list (and influence) grows, work your way up.

• Exercise
  

  This works even for getting lean and mean, baby.

  I remember this one guy hitting the gym for the first time. His buddy asked what he wanted to do. The guy’s answer? “My goal was just SHOWING UP. I’ll probably watch TV.” Soon he was bored and hit a few weights, tread mill, etc.

Hey, laugh all you want.

But small thinking like this gets ACTION.

And action gets things done.

I know some of the success goo-roos may not agree — but even the goo-rooest of goo-roos had to start somewhere, right?

And it was probably one small step at a time.

Ben Settle

Lately, I’ve been hard at work on a supplement ad.

Totally new territory for me, though.

I’m more of an info product kinda copywriter and not liking these strangling rules I have to follow to make this ad FDA, FTC and probably even KGB compliant.

Bah!

It reminds me of what I call the “spider incident.”

Back when I lived in humid “swamp land” Illinois, we had just sprayed the hell out of the apartment and thought we were “safe” from any spiders and other critters.

But guess what?

That very night, around 3 am, a big ol fatty spider dropped right onto my bare chest and started scurrying down towards my belly.

I instinctively came awake and flung it off me.

Tanna woke up.

“What’s wrong?”

“A f*%*$! spider just landed on my chest!”

She flipped the light on and yep, there it was — hunched on top of the thin sheet she had over her legs (apparently, I flung it right on her — sorry baby!)

I STILL get the creeps thinking about that.

Anyway, all these gummint boogeymen are like that spider.

Even if you think you’ve “sprayed” your business with bureaucrat-repellant… even if you think your marketing is “hounds tooth” clean… and even if the lawyers knight your operation “compliant”… it really doesn’t matter.

If the mafia wants to make an example out of you, they will.

And there ain’t nothing you can do about it.

What’s that?

You aren’t worried because you’re a freelancer and have a “no fault” contract with your clients?

I wouldn’t get too comfy.

Chase Revel (founder of Entrepreneur Magazine and freelance copywriter) got nailed for making a 100% true and documented claim in his ad — even with a solid “no fault” clause in his contract

Yikes.

Something to think about when going to bed tonight

Ben Settle

P.S. Just because you break the law every time you turn your computer on doesn’t mean you can’t try and stay off the goon radar.

For example, The Affiliate Trump Card includes an interview with Ray Edwards that reveals something he does (when selling as an affiliate) that can not only keep you off the “grid”, but can increase your sales, to boot.

It can be good to know this kind of stuff…

Remember that Ryan Healy interview yesterday?

Well, there’s something I forgot to mention.

And that is, Ryan also interviewed me for his website on some stuff you may find interesting if you’re into writing sales letters. (And, there are some nuggets in there even if you’re not into writing sales letters). Including some things I did to crawl out of oblivion during a time when I was failing miserably and felt like a big, fat loser with a capital “L”.

Anyway, if you’re interested, it’s at:

Ben Settle

P.S. Speaking of sales letters…

Yesterday I got this comment about The Copywriting Grab Bag from subscriber Marya Miller that made my entire week:

“I think your material is absolutely superb, and I’m getting so much mileage out of the ‘Copywriting Grab Bag’, it’s really made a difference to meeting my mortgage every month.”

That’s awesome, Marya!

I’ve used some secrets in there to get myself out of a few “jams” as well. And am often surprised by how well the stuff in the appendixes especially works for higher response.

Thank you for letting me know

P.P.S. You know, I just thought of something.

I’m probably breaking some stoopid new FTC rule posting that testimonial above without another “balancing” testimonial saying how my book cost someone their house.

Maybe that’s why this black helicopter is circling above…

How about a little change of pace today?

Instead of me babbling on about crackerjacks and grab bags, I’m gonna hand over the microphone to someone else.

In this case, my friend Ryan Healy.

Ryan is like some kind of “wizard” at getting clients.

And while the following Q&A interview with him is about how he got some 60 copywriting clients in less than two years, much of it applies to getting ANY kind of client — whether you’re a copywriter, a coach, a consultant, and any other kind of service-based business.

Lots of gold in these thar hills.

Let’s get diggin’…

BEN: You were basically put in a “do or die” situation and forced to figure out how to get clients for your business. Can you tell us about that?

RYAN: Sure. Basically, I had quit my job to become a financial planner. I had gotten my Series 6 license, set up a pay-for-performance deal with another successful financial planner, and had saved a bonus check to pursue my dream of being self-employed.

Unfortunately, the best laid plans often do not work out.

And such was the case with me.

After a couple of months trying to make the financial planner gig work out, I had to face reality. I had only made a measly $200 for all my hard work. I was down to the dregs of my bank account and had roughly two weeks’ of living expenses left. I needed to do something fast if I was going to be able pay my bills at the end of the month.

It was actually a very stressful time for me. My second child was only three months old. We had unpaid hospital bills. Plus, we had a mortgage payment, a car payment, and all the other expenses that go along with being a fairly typical middle class family.

But my wife hadn’t worked in a few years. In fact, she’d transitioned fully to life at home with our kids. So it was really all up to me to make something happen.

I had two choices. I could get another job, which I didn’t want to do. Or I could launch a freelance copywriting career. I had already been writing copy in my previous job, and I had completed the AWAI Six-Figure Copywriting course. So I decided to try my hand as a freelance copywriter.

Foolishness? Lunacy? Misplaced optimism?

I’m not sure what I was thinking other than that I just HAD to make it work.

Honestly, I really didn’t know what I was doing at first. But God was gracious. In spite of my lack of experience, I still managed to pick up three clients within a couple weeks of launching my freelance business.

BEN: Why do most people have such a hard time getting clients, do you think? And what’s the one thing they can do to make it easier right away?

RYAN: Reason number one is most copywriters lack confidence in their abilities. I was fortunate because I had been mentored by the owner of the last company I worked at. And I had written sales copy and gotten to see the results.

So my confidence levels were already higher than average when I got started.

That helped me immensely.

You see, you can do all the right things to get clients, but if you lack confidence, you’re going to struggle big time.

One way to develop confidence in your copywriting skills is to become an apprentice of another copywriter, marketer, or business owner. If you have a good mentor, you’ll rapidly develop the kind of mindset you need to succeed.

Another easy way to develop confidence is to do direct response things online where you get to see the immediate effects of what you write. For instance, getting comments on a blog is a form of direct response.

That’s one reason I think it makes sense for copywriters to have their own blogs. It’s a great place to experiment.

BEN: How did you get your first client, exactly?

RYAN: Here’s the short version.

I purchased a $900 course from AWAI to get access to a private “job” forum. I never went through the course, but I did use the forum right away.

Inside the forum business owners had posted projects that they needed copywriters for. Some of these guys had published their phone numbers.

Rather than apply for the projects through the web site (which is probably what every other copywriter was doing), I just picked up the phone and called.

Believe it or not, this is how I got my first two clients.

I just picked up the phone and called guys who had already said they wanted to hire a copywriter.

And I’m not some great salesman either.

I just had the guts to pitch myself to prospective clients on the phone when other copywriters were too scared.

BEN: What is the #1 most “fool proof” way to get new clients you’ve used?

RYAN: Well, I don’t know if any method is “fool proof”… fools are notorious for botching even simple procedures.

That said, I guess there are two mostly fool-proof strategies I’ve focused on from day one.

First, I’ve tried to get connected with influencers. The more connected you are, the easier it is to get referrals and attract clients to you.

Second, I’ve tried to develop a reputation as a copywriter who can be counted on — a copywriter who is reliable, over-delivers, and gets results.

Again, this second strategy dovetails with my first strategy of getting connected. People will only refer clients to you when they know you are trustworthy and will make them look good.

Trust me, there is nothing worse than giving a bad referral to a client, colleague, or friend. It’s embarrassing and humiliating because it reflects poorly on you.

BEN: What do you think of this whole “clients suck” attitude that’s been popularized on the Internet thanks to certain goo-roos?

RYAN: I go back and forth on this one. Some days, I’m in love with my clients. And other days, I’m disillusioned and ready to throw in the towel.

But here’s what I’ve discovered.

It’s not so much that “clients suck” (some of them are awesome and have my utmost respect); rather, it’s that entrepreneurial folks (like copywriters) chafe under deadlines and being at the client’s beck and call.

Obviously, some of this is a symptom of not positioning yourself correctly and choosing clients poorly. (I know I’ve been guilty this.) So I guess the point I’m trying to make is that to say “clients suck” is really to say that “bad clients suck.”

But, hey, sometimes you’ve got to kiss a few frogs before you find a really good client.

It’s just part of the process that every freelancer has to go through.

BEN: What is the most important piece of advice you can give someone new to business who needs to get their first client yesterday, in any kind of service business (copywriting, coaching, consulting, etc), especially in these tough economic times?

RYAN: Man, this is a tough question.

Because I don’t think there’s just one thing that’s a “cure-all” for getting clients. But one of the guidelines that I think is vital for all service providers in all economic conditions is this: Do something to market yourself every single day.

If you follow this advice, it puts the law of averages in your favor. Some of the things you do to market yourself won’t work. But some will work.

Over time, you can analyze what’s working and focus on those things and drop the ineffective stuff.

If there’s one piece of advice that I could give to somebody new to business who needed to get their first client yesterday, this is what I would say:

Identify your ideal client.

Find out where your ideal clients gather as a group.

Then go to wherever they are gathered so you can engage them in a face-to-face setting.

I don’t care whether you want to stay locked up in your office and never talk to another person for the rest of your life. There’s nothing that builds trust faster than meeting a person face-to-face.

And trust is a vital ingredient in every business transaction.

BEN: What is the best free lead generation source for getting clients and can you give an example of how someone could use it?

RYAN: The best free lead generation source for getting clients is… referrals. In most cases, a referral is highly qualified and predisposed to become your client.

Plus, referrals are free in most cases, unless you have a formal relationship set up. And if you do have a formal relationship set up, you still don’t have to pay anything for the lead until that lead becomes a client.

Example: You could go to complimentary businesses and set up a referral relationship with them.

A copywriter could partner with a web designer and send clients to each other. A real estate agent could establish a relationship with a mortgage broker and send clients to each other. And so forth.

BEN: What is the best paid lead generation resource for getting clients and can you give an example of how someone could use it?

RYAN: In this case, it’s hard to know what the “best” paid method is because there are positives and negatives to different approaches. If you’re doing business online, Google Adwords can be a great source of leads, particularly if you’re running local ads.

Example: Set up a local Adwords campaign and drive people to a lead capture page — a page designed to presell prospects on your service and get them to submit their information using a web form.

Once you capture this information, you have a qualified lead you can follow up with by phone.

BEN: How important is the phone when closing new clients, and do you have any good tips for people on using it?

RYAN: The phone is extremely important because nobody in their right mind is going to send you $5,000 or $10,000 without talking to you first. So the best a web page can do is presell potential clients on doing business with you instead of a competitor.

A great tip for getting the most out of your phone “pitches” is (quite simply) to listen. Just listen. Find out where your client is coming from. Try to discern whether or not he really needs your service. Have his best interest in mind.

Then tailor your advice to the client.

I’ve never been a “hard sell” kind of guy.

But I believe being a good listener — and really understanding the client’s position — has “converted” many prospects into paying clients.

BEN: Have you ever been screwed over by a client? If so, what should people do when it happens?

RYAN: Yep, I’ve been ripped off more times than I care to count.

And while it’s never easy when it happens (especially if you were counting on the money to pay your bills), I recommend a two-step process for bouncing back.

First, try to keep the lines of communication open to increase your chances of getting paid. If the client refuses to communicate with you, you move to step two, which is to move on.

Seriously. If one of your clients screws you over, and there’s no hope of collecting what’s owed you, then it’s best to move on. Forgive and forget. It’s worked well for me.

(And, obviously, make mental notes of what went wrong so you can avoid similar situations in the future.)

BEN: Do you have any other fast, actionable tips for someone who needs to get new clients as fast as possible?

RYAN: Taking the shotgun approach is a strong temptation when you’re desperate for clients. You just want to run out there and try everything possible.

And while getting out there and hustling is a very good thing, I would recommend that you take smart action. Focus on the things that have already been proven to get good clients.

So before you start beating the bushes for clients, put together a game plan. Write down the specific strategies and techniques you’re going to use. And then follow your game plan.

This way you can work hard and smart.

BEN: Tell us about your special report on how to get clients, how it will help people get new clients fast, and where can we find it?

RYAN: The special report I wrote is called “How to Get Your First Real Copywriting Client in 14 Days or Less.” I wrote it based on my personal experience getting started as a freelance copywriter.

Obviously, it’s not the “end all, be all” when it comes to getting copywriting clients, but it will give you a solid jump-start. Many copywriters have reported back to me that it has given them just what they needed to get their first clients.

Go ahead and click this link if you’d like to learn more:

Thanks for this opportunity, Ben! I’ve really enjoyed it.

# # #

Good stuff, eh?

And by the way, the above is NOT an affiliate link.

See ya tomorrow.

Ben Settle

Here’s a question that recently rolled in…

“Ben, how do you do it? How do you write an email every day plus your other copywriting duties and projects? Do you wait for inspiration or do you just write?”

Pretty dang good question.

It’s true I write an email most every weekday (and sometimes on the weekends), have a TON of writing going on in another info-publishing business I partner in, got my own projects (like the ad for the Crackerjack Selling CD Club I’m writing now), plus a freelance gig usually going on the side and numerous other little projects nipping for my attention.

How do I do it?

Is it because I’m some kind of super writer?

Am I just easily inspired?

Do I spend all day writing, Writing, WRITING?

Nope, nope and nope.

As I’ve said before, I actually hate writing (although I find it extremely therapeutic). And compared to some copywriters, I’m a lazy sloth oozing all over the couch each day watching soap operas and talk shows.

But, I do have a “trump card” that helps me take care of business.

A secret that makes writing easy and (GASP!) even fun.

Want to know what it is?

OK, here goes:

I give myself permission NOT to write.

Sounds strange, doesn’t it?

But it’s true — I put ZERO pressure on myself.

I have a goal (i.e. write a daily email tip, write this ad, work on this book, etc) but I never force myself to do it.

Nor do I rely on willpower or wait to be inspired.

(If I did, I’d never get anything done.)

Instead, I simply look at what I want to get done, give myself complete permission to NOT do it and — booyah! — the words (usually) flow as easily and effortlessly as lies from a politician’s lips.

It’s all about removing the pressure, baby.

I also have a few other “tricks”, too.

Like the one found in chapter 2 of The Copywriting Grab Bag involving the Bible, The National Enquirer and my bathroom.

Anyway, hope that helps.

Until next time, keep writing…

Ben Settle

I don’t know about you…

But the above drivel gets my vote for the business world’s dumbest quote.

Why?

Because, in most cases, customers are dead wrong.

And unless you realize this “quirk” of human nature, you’re not only leaving a pile of smackeroos on the table, but you’re doing a tremendous disservice to your customers and/or clients.

Let me give you an example:

While back, someone emailed me about writing an ad for him.

He was a classy dude who was a pleasure to talk with. And he said he wanted to hire me, didn’t care what my fees were and when could I start?

Hot diggedy dawg!

A new client handed to me on a silver platter!

In my hungry days, I’d have been on this like white on rice.

But now I know better.

Which is why (instead of slobbering all over the phone and popping the Champagne), I asked him questions about his business and operation, first.

And guess what?

Turns out he was NOT looking for a copywriter after all.

What he really wanted was a “wizard” to magically conjure up an entire business with ONLY a single sales letter.

Which, as far as I know, ain’t possible.

Yes, I COULD have snatched his money and wrote his ad anyway.

But what good would that have done?

For one thing, he would have wasted a bunch of cash with nothing to show for it. And for another, I’d have looked like a schmuck when it flopped from his lack of traffic and marketing plan (copywriters often get blamed for failed ads no matter the reason). Plus, by refusing this project, I was able to work on another (more lucrative) project, instead. Which meant, this seemingly “lost” sale actually lead to a much bigger one.

Anyway, here’s the point:

The customer was WRONG.

In fact, most customers are wrong.

That’s why they need YOU to guide them through the sale.

Ben Settle

P.S. For 101 ways to make selling as easy as 1-2-3, check out my upcoming book and CD club at:

No time for dilly-dally today.

Got some excellent subscriber questions I want to address.

Ready?

QUESTION: When you promote an affiliate product, you provide two links. One is an affiliate link and the other is a “naked” link. Why do you do this?

BEN: Very good question.

I mean, how can I possibly increase my sales by including a link from which I receive zero smackeroos?

Well, here’s the “short answer”:

Because Ray Edwards (Internet marketing genius and copywriter for Tony Robbins) does it.

For the long answer, check out “The Affiliate Trump Card”:

Don’t worry, it’s cheap (unlike my other books and services.)

And I honestly believe the Ray Edwards interview ALONE (where he explains how he “accidentally” makes 6-figures per year JUST with affiliate marketing — despite having a small list) is worth more than $100.

QUESTION: Do you have any tips on how to edit sales copy?

BEN: Yeppers.

But unfortunately, almost nobody has the cojones to do it — even though it’s all but guaranteed to make your ads more persuasive and your writing crystal clear.

And that is by reading your ad out loud 10 times.

Yes, it’s tedious.

And yes, your loved ones will curse the day you ever decided to write sales copy.

(Cripes… even my dog gets annoyed when I do this.)

But you’ll catch all the errors, get LOTS more profitable ideas, and you’ll dang near be able to see your reflection shining on each page from giving it such an intense polish

QUESTION: How can I become one of your “beer level” copywriters?

BEN: Holy shnikes I get this question a lot.

It’s referring to my “Starving Marketer’s Special” for clients who don’t yet have enough scratch to hire an expensive copywriter.

Anyway, here’s the thing:

I won’t even consider referring anyone to my friend (who services these clients) who isn’t indoctrinated in the Ben Settle school of copywriting. In other words, people who don’t (at the very least) have my “Copywriting Grab Bag” book — www.CopywritingGrabBag.com

So that’s step numero uno.

And even then, I can’t promise anything since I don’t even know if he’s taking new copywriters.

But I’m happy to shoot your name over if you “qualify.”

OK, that’s a wrap for today.

Until next time…

Ben Settle

“I tell you that man can sell sand in the desert!”

Ever hear that cute little platitude?

Usually when you hear that, it’s someone bragging about their favorite goo-roo. Or perhaps a goo-roo bragging about themselves.

Well guess what?

It may sound “cool”, but it’s actually pretty stoopid.

In fact, in my humble (but accurate) opinion, it shows someone doesn’t really know how to sell at all. They may be able to con, lie, cheat, exaggerate and/or get their lists to drink their “kool-aid.”

But they don’t know how to actually **sell**.

Let me ’splain why I say this:

A few nights ago I did a long tele-seminar (almost 2 hours) with Doberman Dan Gallapoo about selling, marketing and taking care of business.

One of the best parts was about getting clients.

And during this part, we revealed a secret that perfectly illustrated something very few service providers (especially copywriters, for some reason) ever grasp.

Yet, doing it makes selling almost a cakewalk.

Anyway, here’s the secret:

Instead of wasting time selling people on why they need to have your product/service (i.e. copywriting, coaching, network marketing, affiliate marketing, supplements, whatever you sell) it’s FAR better to sell to those ALREADY using those products/services.

I mean, think about it:

If you are (for example) a copywriter, what’s easier:

1. Selling to small business owners who think “copywriting” has something to do with the U.S. patent office, and educating them on what copywriting is, why they need it and why they should choose you.

Or…

2. Selling to people ALREADY hiring copywriters, who already know what it is, and are in need (even desperate need) of copywriters all the time?

I rest my case, counselor.

So the message is clear:

If you want to make sales and marketing super easy, forget the lame quotes about selling ice to eskimos or sand in the desert. Instead, listen to the words of business “giant” Rich DeVos (billionaire co-founder of the AmWay Corporation):

Pretty simple, eh?

Too bad everyone wants to make it complicated.

For 101 MORE easy, ethical & painless sales tips like this, check out:

Ben Settle

Once again, I have no email tip for you today.

And once again, I got something better:

Tonight at 8:00 Eastern Time (7:00 Central Time, 6:00 Mountain Time, 5:00 Pacific Time) “Doberman” Dan Gallapoo is interviewing me for his website about selling, marketing, copywriting and taking care of business.

Some of the stuff we’ll be barking about include:

• The easiest way to sharpen your persuasion skills ever invented.

• How to get good at copywriting as fast as humanly possible.

• An almost laughably simple way to get booked solid with clients and build a freelance copywriting business.

• Stupid (yet profitable) selling secrets I learned from “Bigfoot”.

• How to build a loyal following of rabid, “foaming at the mouth” fans for your blog or website.

• How to come up with the “big idea” when writing copy.

• The best way to make money as a copywriter when you’re between clients (or if you can’t find any clients).

• And much more (including taking your live questions).

Fun, fun times, eh?

Here’s the call-in info:

See ya in the dawg house.

Ben Settle