I feel kinda like a Sith Lord.
Since announcing I have a copywriting apprentice and saying she’s for hire, I have gotten a ton of emails from people who say they want to be my apprentice, too.
The answer is, of course, no.
Just like the Sith in “Star Wars”:
There can only be one master and one apprentice, young Skywalker.
Plus, after this, I won’t be taking an apprentice again much less build a “harem” of copywriting fledglings all working under my virtual roof. This also goes for the half dozen or so people asking if I’d send them “extra clients my apprentice doesn’t have time to work with.” Other than my fledgling, the only people who get those opportunities are “Email Players” subscribers (which happens only once in a while — making that a dumbo reason to subscribe, btw).
Anyway, end of discussion.
Darth Settle has spoken.
But, there’s more.
Would-be copywriters aren’t the only people I’ve been hearing from.
Lots of would-be clients, too.
Most seem like great blokes — and probably she will accept some as clients if it makes sense for her and them. But a few have contacted me who are wholly unqualified to hire not only my apprentice, but any copywriter who is even of average ability.
Why?
Because they are asking for her “hourly fee.”
Clients still ask copywriters to work by the hour?
I thought that went out the door with describing headlines, copy and even copywriters as “killer.” Whatever the case, they probably don’t understand the real value a copywriter can bring to the table.
Or, they look at it as a commodity.
Well, good luck with that.
If that’s you, you’re not ready to hire my apprentice.
My apprentice works for a flat fee.
And, it’s going to be a minimum of $5k.
That’s *minimum*.
Mostly likely, it’ll be MORE than that.
That means, if you think you’re gonna get her for a few hundred or even just a couple thousand, you’re sadly mistaken. Especially since, I am heavily involved in each ad she writes, and nothing makes it to the client without being “okayed” by me, first.
It’s not just her time you’re paying for.
You’re getting my time & experience as well.
Secondly, I am getting a cut of her fee.
(Not doing this out of the goodness of my heart, babycakes.)
And I ain’t letting her waste time on nickel-and-dime clients.
Third, about rewrites…
Other than factual errors or claims that aren’t correct (that sort of thing), or if there is some kind of message-to-market mismatch or other problem we all 3 of us agree on (as we want it to succeed FAR more than you do, I can assure you — her reputation and market place positioning, as well as my desire to win and other “intangible” factors worth more to us than any fee you’d pay her are at stake), there will be no rewrites until the ad is tested first.
If it’s a bomb, she’ll take another whack at it.
If it continues to bomb, you don’t have a copywriting problem.
Probably, you got yourself an offer problem.
Or, a list problem.
Or, a market place positioning problem.
Or, some kind of problem that can’t be fixed by “copy.” (Maybe nobody wants your product. Happens ALL the time.)
Copy is only 20% of the effectiveness of an ad.
The offer and list combo are 80%.
The math is #totes clear.
Anyway, so no more apprentices.
And, no more inexperienced clients who want to pay hourly or expect bargain basement fees.
(That’s what sites like eLance are for, yo?)
Okay, ’nuff said.
Word out…
Ben Settle
P.S. I really do want to help freelancers, despite my not wanting to be their Master. Thus, my media page has an interview for would-be copywriters on how to get clients.
Go to:
And scroll down to the audio that says:
“How To Use Dirt-Cheap Email
To Get Booked Solid
With High Paying Clients”
(It’s about half way down the page)
