Got this great question about getting clients using sales letters.
Here goes…
QUESTION: Ben, I notice your copywriting services page isn’t a long copy sales letter like other copywriters. Most of the ones I’ve seen are long copy sales letters but yours is pretty short. I am curious why you do that?
BEN: That’s an excellent question.
The reason why is because I don’t waste time trying to convince anyone of why they “need” copywriting.
IMHO, that would make zero sense.
At least, if you value your time.
And if you want to make life much easier on yourself — by ONLY dealing with people ALREADY hot to hire you, instead of trying to “convince” strangers you’re the last action hero of copywriting.
That’s kinda what makes the Internet so cool.
It sifts, sorts and qualifies people for you.
For example:
If after reading my daily tips or my free eBook at www.CopywritingGrabBag.com, listening to my podcasts, and talking with my clients (whose names are right on the page)… someone still isn’t convinced I’m the guy for the job, then they SHOULD go with someone else.
At that point they ain’t prospects… they’re suspects.
And they probably SHOULD go with someone who they do feel comfortable with. (Hey, I’m not everyone’s cup of tea).
Contrarian?
Maybe.
But I must be doing something right — as I can’t even keep up with new client inquiries and refer them to someone else right now anyway.
And it’s NOT because I’m some brilliant genius.
I’m not even close, believe me.
I simply understand how to sell.
And I understand that, at the stage where someone is already looking for a copywriter (and this goes for any service business – coaching, designing, consulting, whatever), they aren’t looking for the benefits of copywriting.
They’re looking for someone they can trust.
So I’m all about building trust, not showering them with benefits (I don’t think I have even one benefit on the page).
A concept that’s like “sacrilege” to most copywriters.
Anyway, just my 2 cents.
I won’t say my way is the ONLY way (it’s not).
But it works pretty dang well for me.
And if you give it a try (regardless of what service you sell), you just may find it works for you, too.
Ben Settle
P.S. If you want a more in-depth lesson on the concept of selling and building trust over pummeling prospects with benefits, check out the interview with A-List copywriter Doug D’Anna at:
