The Biggest “Copywriting Secret”

July 15, 2008

*** I Don’t Know Why No One Mentions This

*** You Make Your $ on the BUY

*** Hard or Easy… It’s Your Choice

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Dear Copywriter,

It’s time for some “from the trenches” truth telling…

So I’m going to start today with something you’ll probably never hear from a copywriting guru.

And that is…

It’s time to STOP working on your copywriting skills… (for a little while)

Especially if you want to increase your income as a freelance copywriter.

Now my experience could be a fluke, but based on the past 18 months of my life, good copywriting is about 15% of what you actually need to succeed in this business.

Today, I’ll tell you why I think that. And hopefully help you take your copywriting business to a new level.

I Don’t Know Why No One Mentions This

When I got started as a freelance copywriter, I thought that the better my writing got, the more money I would make.

My thinking went something like this:

1. Better copywriting leads to…
2. Bigger results, which lead to…
3. More clients, which lead to…
4. More money.

Sounds simple enough.

But it doesn’t seem to be true.

Because while it IS important to always be learning and improving your craft, it doesn’t really put food on the table by itself.

That’s why there are plenty of excellent copywriters who are scraping by.

And that’s true for a lot of industries. Music… technology…

So today, I’d like to share something with you that I’ve learned over the past 18 months. Something that I’ve found is FAR more important than being a good copywriter.

I call it “The Biggest Copywriting Secret.”

That big “secret” is simply this:

Your success as a freelance copywriter will depend on your ability to CHOOSE the right clients.

You Make Your $ on the BUY

Sounds like common sense doesn’t it?

You’ve got to have good clients. And by good clients, I don’t just mean clients that pay you on time and give you steady work.

That’s a good place to start, of course, but long term a GOOD client is more than that.

In one way, copywriting is just like the real estate business. In real estate, you make your money when you BUY the property.

As a copywriter, much of your future income is made (or lost) when you CHOOSE the clients you are going to work with.

And here’s the reason.

Good clients have 4 things:

1. They have some marketing sense. (That way, you’re not having to justify every marketing decision you make.)

2. They have GOOD products. (GOOD means that people are actually buying them.)

3. They have GOOD lists of people to sell products to.

4. They’re already making money.

How many of your current clients have those four things?

When I got started, very few of my clients had all 4 things.

Choosing the WRONG clients will set you on an uphill journey.

Choose a client without a GOOD product or a GOOD list and there’s a good chance your results WON’T warrant a long term relationship.

You’ll wonder why your copy never gets huge results. And you’ll start to have doubts about whether you have what it takes to be in this business.

It won’t be your fault, but it will be your problem.

So I’ve found that there is an easier way…

Hard or Easy… It’s Your Choice

You need to make sure you create your marketing system to help you uncover the GOOD clients. Those are the clients that will help you increase your income, in less time.

That means that your marketing system needs to sift, sort and filter out the clients you don’t want to be working with.

The fact is, you’ll put the same amount of time and effort into writing a salesletter for a product that has no hope of selling as you will into one that will create a home run.

So it pays to take the time to get this right from the beginning.

Choose GOOD clients.

Being in business for yourself is challenging enough. So make a decision right now as a freelance copywriter to take the smart path.

And that path begins with GOOD clients.