Hi, Ed. I was working through lesson one and have a question about if the potential market is innovative/expensive/complex. (Short background, I’ve worked as both a consultant and as a land developer who hires consultants). I was thinking about starting with land development consultants (mostly engineers and scientists). I had many meetings with them when they were trying to earn my business– and most engineers and scientists HATE that kind of thing. The fact is they are battling existing relationships between the developer and their existing team. Developers are pretty conservative and loyal and don’t want to risk trying someone new unless they need to…either because of work load or because their existing “favorite” failed them in some way. Or, rarer, the developer is new to the market. So the consultants win is really to develop relationships so they are at the forefront when the opportunity comes up.
In short, established developers know what a necessary consultant does (so, not complex to the client) and they all charge about the same (so, somewhat expensive, but a standard expense) and most aren’t particularly innovative—though sometimes they can be. But it seems consultants are in need of good persuasive and informative content to keep nurturing those relationships so when the opportunity arises they can jump on it. Does this sound like it has potential as a target?
Hi! My above question about a potential target market is now moot. I’ve opted to focus on engineered products rather than professional services. I still feel a little waffle-y about the decision because I am more comfortable with professional services. But I think I’d be fighting a somewhat uphill battle regarding the value of my services… they don’t seem to do a lot of copy or content writing (at least not the ones I’ve worked with).
Companies that sell products obviously know they need marketing materials (and their products are expensive, complex, and often innovative), so even though I’m a bit less comfortable there, I know I could do it…and I should have an easier time picking up clients.
So, if you think my original question has value to discuss for others, then please feel free to talk about it. But we don’t need to spend valuable coaching time on it to help me specifically.
Looking forward to joining my first coaching call tomorrow!
I’ve just about finished my draft for the website text, and without thinking about it too much my natural style has kicked in – a fairly conversational style strategically studded with a few alliterations for rhythm. It’s a style that I’ve developed independently but heard John Carlton talking about as well, and he seems to use it effectively Given the target readers are marketing managers at advanced metals and materials companies, do you think that style is a bit too light?
I’m going with my gut here (and some inspiration from Nick Usborne and John Carlton) in taking a shot at communicating what can often be fairly dry content in an engaging way that is simultaneously persuasive and pleasant to read. I want to show potential clients that I understand them and their customers, and they don’t need to churn out lifeless content simply to appear “professional.”
Here is my draft positioning statement….still might be a little wordy. I would like to get feedback if possible. I wasn’t sure if I should also include something on my project management background….perhaps that belongs in the web copy. Thoughts?
Karen J Hall
Content Marketing Strategist/B2B Writer
KarenJHall.com
I’m a seasoned Information Technology veteran who works with small to midsize technology and consulting companies to build a foundational digital marketing strategy that reduces the uncertainty that can be associated with marketing technology products & consulting.
Unlike most digital marketing strategists, I have both formal and informal technology education and expertise and understand the technology features and related business benefits to deliver a more targeted approach to creating and distributing their marketing to prospects and customers.
This reduces unproductive marketing spend, enhances and grows their marketing reach, and positions them for growth.
I’ll drop into the live session tonight for a short time (it’ll be 3am here), so would it be OK with you and everyone on the call to quickly touch on my question near the beginning?
As an experienced copywriter and coach, are you familiar with the success rates of freelance copywriters applying for work from the job boards like indeed or Virtual Vocations? Now that the holidays are over and I have completed my SEO certification, I’m looking for work in earnest.
I understand your Warm Email Prospecting probably won’t produce immediate results. I will start working on that soon.
Any suggestions?
Hey Ed. I would appreciate if you could answer these questions in today’s call.:
Out of these areas below where should I place my focus and get started? You mentioned that we should only pick one niche and get going. I Presently manage a functional medical clinic and have a health and wellness blog. However, i have worked in all of these industries in the last 30 years.
I just want to get the best bang for the buck and hit the ground running.
1. Healthcare (medical)
2. Health and Fitness (wellness)
3. Real Estate (and Mortgage lending)
4. Construction (residential or general)
5. Cannabis (hydroponic farming, aquaponics and soil)
Do I need any certifications to place on my website and would they help get started as a freelance writer? See print screen below. Thanks http://prntscr.com/m5fmbq
Hi Ed, I met with my client yesterday to deliver my proposal for his newsletter. My proposal is 5 pages of information about all the decisions, components, and marketing that go into creating, publishing and distributing a newsletter. It included a list of 21 targeted questions and concludes with the services I will be providing, one-time costs for setup and an estimate of costs per newsletter. I quoted $400/page if they supply the first draft and $800.page if I write it. I also quoted $100/hr regular rate. My wife convinced me not to go in at $125/hr.
My client has no problem with my fees. He spent $100k on marketing last year for what is essentially a one-person business. My point is don’t second-guess what small businesses spend on marketing. I spent about 3 hours with him and his new rep yesterday and I have over 1 1/2 hours of audio recordings of the meeting. I’ve been reviewing that this morning and making notes.
In the meeting, I discover he actually wants me to handle ALL his marketing! Now I want to quote a monthly retainer and I’d like suggestions as to how to go about it. He wants an invoice for tax purposes and I need to write something up for our next meeting on Monday. I will do the invoice for the newsletter and the monthly retainer proposal separately. (I mentioned the retainer to his new rep who stopped by my house this morning for a signature on some papers. She agrees it is a reasonable idea and David values her opinion very highly, and I expect that come Monday he will be comfortable with the idea.)
9 Comments
Kristen Stelzer
January 3, 2019Hi, Ed. I was working through lesson one and have a question about if the potential market is innovative/expensive/complex. (Short background, I’ve worked as both a consultant and as a land developer who hires consultants). I was thinking about starting with land development consultants (mostly engineers and scientists). I had many meetings with them when they were trying to earn my business– and most engineers and scientists HATE that kind of thing. The fact is they are battling existing relationships between the developer and their existing team. Developers are pretty conservative and loyal and don’t want to risk trying someone new unless they need to…either because of work load or because their existing “favorite” failed them in some way. Or, rarer, the developer is new to the market. So the consultants win is really to develop relationships so they are at the forefront when the opportunity comes up.
In short, established developers know what a necessary consultant does (so, not complex to the client) and they all charge about the same (so, somewhat expensive, but a standard expense) and most aren’t particularly innovative—though sometimes they can be. But it seems consultants are in need of good persuasive and informative content to keep nurturing those relationships so when the opportunity arises they can jump on it. Does this sound like it has potential as a target?
Thanks!
Kristen
Kristen Stelzer
January 9, 2019Hi! My above question about a potential target market is now moot. I’ve opted to focus on engineered products rather than professional services. I still feel a little waffle-y about the decision because I am more comfortable with professional services. But I think I’d be fighting a somewhat uphill battle regarding the value of my services… they don’t seem to do a lot of copy or content writing (at least not the ones I’ve worked with).
Companies that sell products obviously know they need marketing materials (and their products are expensive, complex, and often innovative), so even though I’m a bit less comfortable there, I know I could do it…and I should have an easier time picking up clients.
So, if you think my original question has value to discuss for others, then please feel free to talk about it. But we don’t need to spend valuable coaching time on it to help me specifically.
Looking forward to joining my first coaching call tomorrow!
Kristen
Tim McKnght
January 9, 2019Hi Susan & Ed,
I’ve just about finished my draft for the website text, and without thinking about it too much my natural style has kicked in – a fairly conversational style strategically studded with a few alliterations for rhythm. It’s a style that I’ve developed independently but heard John Carlton talking about as well, and he seems to use it effectively Given the target readers are marketing managers at advanced metals and materials companies, do you think that style is a bit too light?
I’m going with my gut here (and some inspiration from Nick Usborne and John Carlton) in taking a shot at communicating what can often be fairly dry content in an engaging way that is simultaneously persuasive and pleasant to read. I want to show potential clients that I understand them and their customers, and they don’t need to churn out lifeless content simply to appear “professional.”
How does that sound as an approach?
Cheers,
Tim
Karen Hall
January 10, 2019Here is my draft positioning statement….still might be a little wordy. I would like to get feedback if possible. I wasn’t sure if I should also include something on my project management background….perhaps that belongs in the web copy. Thoughts?
Karen J Hall
Content Marketing Strategist/B2B Writer
KarenJHall.com
I’m a seasoned Information Technology veteran who works with small to midsize technology and consulting companies to build a foundational digital marketing strategy that reduces the uncertainty that can be associated with marketing technology products & consulting.
Unlike most digital marketing strategists, I have both formal and informal technology education and expertise and understand the technology features and related business benefits to deliver a more targeted approach to creating and distributing their marketing to prospects and customers.
This reduces unproductive marketing spend, enhances and grows their marketing reach, and positions them for growth.
Tim McKnght
January 10, 2019Hi Ed/Susan,
I’ll drop into the live session tonight for a short time (it’ll be 3am here), so would it be OK with you and everyone on the call to quickly touch on my question near the beginning?
Thanks,
Tim
Francis Ardi
January 10, 2019As an experienced copywriter and coach, are you familiar with the success rates of freelance copywriters applying for work from the job boards like indeed or Virtual Vocations? Now that the holidays are over and I have completed my SEO certification, I’m looking for work in earnest.
I understand your Warm Email Prospecting probably won’t produce immediate results. I will start working on that soon.
Any suggestions?
Bill Stiber
January 10, 2019Hey Ed. I would appreciate if you could answer these questions in today’s call.:
Out of these areas below where should I place my focus and get started? You mentioned that we should only pick one niche and get going. I Presently manage a functional medical clinic and have a health and wellness blog. However, i have worked in all of these industries in the last 30 years.
I just want to get the best bang for the buck and hit the ground running.
1. Healthcare (medical)
2. Health and Fitness (wellness)
3. Real Estate (and Mortgage lending)
4. Construction (residential or general)
5. Cannabis (hydroponic farming, aquaponics and soil)
Do I need any certifications to place on my website and would they help get started as a freelance writer? See print screen below. Thanks
http://prntscr.com/m5fmbq
Paul Foote Foote
January 10, 2019Hi Ed, I met with my client yesterday to deliver my proposal for his newsletter. My proposal is 5 pages of information about all the decisions, components, and marketing that go into creating, publishing and distributing a newsletter. It included a list of 21 targeted questions and concludes with the services I will be providing, one-time costs for setup and an estimate of costs per newsletter. I quoted $400/page if they supply the first draft and $800.page if I write it. I also quoted $100/hr regular rate. My wife convinced me not to go in at $125/hr.
My client has no problem with my fees. He spent $100k on marketing last year for what is essentially a one-person business. My point is don’t second-guess what small businesses spend on marketing. I spent about 3 hours with him and his new rep yesterday and I have over 1 1/2 hours of audio recordings of the meeting. I’ve been reviewing that this morning and making notes.
In the meeting, I discover he actually wants me to handle ALL his marketing! Now I want to quote a monthly retainer and I’d like suggestions as to how to go about it. He wants an invoice for tax purposes and I need to write something up for our next meeting on Monday. I will do the invoice for the newsletter and the monthly retainer proposal separately. (I mentioned the retainer to his new rep who stopped by my house this morning for a signature on some papers. She agrees it is a reasonable idea and David values her opinion very highly, and I expect that come Monday he will be comfortable with the idea.)
William Hamilton
January 10, 2019Q: In order to take on gig, I had to sign an NDA. Any suggestions on how to “leverage” this job if I legally can’t talk about it with prospects?