Sales Answer for Copywriter
1. "We don't use/need freelancers."
2. "What industries do you focus in?"
Hi Amy. Copywriting sales issues! Wow, never heard of those!
For those of you who aren't familiar with what a copywriter is—I should explain. Like many freelance writers, Amy specializes in marketing writing for companies. She writes their marketing materials, their web site content, brochures, direct mail pieces and anything else, from a catchy line on a cafe umbrella, to a 5000 word white paper to illuminate the value proposition of a technical product or service.
Yes, Amy and I are in the same business!
And we love helping people figure out their core messaging and watching that commitment to what they do persuade others and become profitable for that company.
Most people associate copywriters with ad agencies with "Think Different" as the the classic slogan. But really copywriters earn 30K to 200K out there writing for companies who need sales answers in the form of sales language.
OK, Let's get to work
For the first hurdle: . "We don't use/need freelancers."
This is going to sound obvious, but if you feel that you are beginning to develop a rapport with that person, the only obvious question is to ask why?
May I ask you why?
Because some companies who've never hired a copywriter try it and wish they had done it ages ago!
I've noticed companies are beginning to hire freelancers again because they are less expensive than a full-time employee and offer extremely fresh perspectives for challenges where new ideas are needed.
(now, somebody who isn't emotionally invested and who doesn't care and who only wants to get you off the phone is going to be a hard sell anyways, but sometimes just respond without putting much thought into what they're saying.)
Can I ask you why you don't hire freelancers when so many do? is a question that you can frame as just "needing information". Knowing the reasons why may open the door with a discussion for somebody who is savvy about the benefits and who cares enough and has enough "juice" to make a change.
Do you have an article about the benefit freelancers offer. Daniel Pink writes extensively about freelance culture. So does Peter Bowerman, the guru of freelance writing information, and this would be a good question to pose on his blog too!
What industries do you focus in?
Explaining that at the end of the day, you focus on 'companies that rely heavily on outgoing messaging' for their sales is a good way to begin. Companies who focus on outgoing message and depend on excellent sales communication learn how to (with the help of a copywriter) extrapolate the benefits of what they offer.
And offering the benefit of writing for start-ups, mid-tier and Fortune 1000 companies in a variety of industries, tends to open more minds when it's described that way.
So, "I focus on industries that require excellent persuasion" and I've noticed all industries require an understanding of what the pain, problem or predicament of the audience truly is. And I focus on the benefits of going with your company, of how your company is differentiated."
Each industry has it's own nomenclature, It's own jargon, It's own buzz-words— the buzzwords rarely explain much. But it's really your ability as a persuader to write to heart and minds of the people who will most likely buy.
And lastly, you can always answer that the industries you write for are similar to the industry you want to write for by pointing out what you do are knowledgeable about concerning the benefits of the new industry you're going after.
Thanks for writing to me. Your sales challenge is my way, and Your Brand Plan's way of helping you form a sales identity for yourself and others.
Write back and tell us how we've helped you! (David, Me the entire community should jump right in!)
Best of luck to you!
Joseph Coplans
Owner, Ink Stain Spot on Thinking Spot on Writing Spot on Consulting
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