Creating the Package

May 25, 2008

*** A Copywriter Who Does the Dishes?

*** Can You Put That In a Box?

*** There’s Only ONE Opinion that Matters

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Dear Copywriter,

I started an experiment a few days ago, and I’d like to invite you along for the ride.

Maybe it’ll give you some ideas to help you grow YOUR copywriting business.

It’s called the Small Business Sales Generator.

I’ll tell you about it in a minute, but first, I have a question for you…

A Copywriter Who
Does the Dishes?

What is UNIQUE about your copywriting business?

That’s a question I ask myself over and over again. What do my clients get that NO ONE else can deliver?

Every now and again, I come up with an answer I can take action on.

When I started copywriting, I did a lot of work in the self-help world.

That was just my interest and it made getting inside the head of my market a whole lot simpler.

That’s what was “unique” about my business at that time.

But as I got a little more experience, I realized that WASN’T really so unique.

In fact, it limited my world of prospects. And it limited the fees I could charge. Plus, putting such a spotlight on WHAT I did really made it difficult to talk about value with my clients.

(If you’ve read my six-figure copywriting guide, I go in depth about this.)

So I ditched that and started looking for a NEW answer to what makes me unique.

I went through a lot of different possible ones. With each one, I’d “take it out for a test drive” in my market to see what happened.

Most flopped.

Not because my “U.S.P.” wasn’t unique, but because my market didn’t really care about it much… at all.

Can You Put That In a Box?

So let’s talk about YOU.

What is it that makes YOUR business unique? If [Insert Your Name] disappeared from this world, what would your clients be MISSING?

Think about that for a moment.

What can you provide to your clients that NO ONE else can provide?

Now if you’re anything like me, this is a DIFFICULT question to answer.

Part of the challenge is that the answer can come from anywhere. Your “hook” or U.S.P. can come from anywhere.

It can come from your past experience…

It can come from your unique interests…

Or it can come from somewhere else…

Once you have your idea, you have to figure out how to package it up in a box that is attractive enough for your clients to open.

And that’s where my recent marketing experiment comes in.

It came out of a discussion I had about my business with a friend.

I was telling him how I usually work with my clients. How I pretty much provide everything they need to get their online promotion up and out the door.

They get the copy…

They get the HTML…

The graphics…

The design…

The website…

You get the picture.

To me, it seems normal. It’s just what I do.

But when one of my friends heard about it, he said, “Man, I don’t know ANYONE that could do all that. I’d LOVE to have access to someone like that who can do it all. Who can take my promotion and get it done. One person.”

And that’s where the idea for the Small Business Sales Generator came from.

I packaged it up in a “box” that may or may NOT be attractive to a small business owner.

It’s an experiment, so I’m not rolling it out to my existing clients at this point. Even if I do at some point in the future, it probably won’t be targeted to the small business owner. It’ll be positioned more for the business owner who’s already doing a million in revenue or above.

Those are the clients I’m looking for long term.

But that package will have to look a bit different, because their priorities are different.

So will this experiment work?

I have no idea.

I figure I have two choices:

1. Talk about what I think the market wants, and ask the gurus what the market wants…

2. Put it out there FAST and find out for myself what the market wants.

I chose #2.

And that’s what you might want to think about.

THIS is how I “fail fast…” as they say.

And in the end, it doesn’t really matter what happens. Because I’ve already moved on.

It doesn’t help me at all to sit around and watch what happens. It helps me to go on to the next thing while results are coming in from this one.

But for me, the hardest part is to emotionally DETACH myself from what happens.

I can control what goes IN, but I can’t control what comes out.

There’s Only ONE Opinion that Matters

So in terms of the Small Business Sales Generator… I’m waiting to hear the only opinion that matters.

The market’s opinion.

If you’re curious, you can see the video here:

Small Business Sales Generator

Here are some responses I’ve gotten so far:

1. You’re crazy for doing something like this.
2. It’s too cheap.
3. The video’s too long.
4. The video’s too short.
5. It’s too expensive.
6. That’s JUST what I want.

5 of the 6 responses came from folks I ASKED for their opinion. Those are responses 1-5.

They’re people I know, but not potential clients… NOT the market. Response #6 came from someone in the MARKET.

Responses 1-5 sometimes get to me. But in the end, they just don’t matter.

I’m waiting for the market to answer.

And I’m willing to hear the market say, “No.”

Even with a resounding “NO,” you learn something. You learn enough to take the next step… to get up again and try something different.

So what are you doing THIS WEEK to get something out there in front of YOUR market?

Think about it and then take action. It doesn’t have to be perfect, it just has to get DONE.


Posted by Jason | Filed Under Blog 

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