How to Persuade Clients to Hire You as Their Next Copywriter...
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Nobody likes pushy sales people.
When someone tries to sell us something, our natural reaction is to put up walls.
We get defensive.
We look for reasons to say no. This defence mechanism protected our ancestors from bad deals - and it protects us too.
But what happens when someone tells us a story about helping others like us?
Our defences start to drop.
We begin to trust them.
We want to hear more.
This is how great salespeople turn strangers into clients.
The best way to sell copywriting services follows this same pattern.
First, help prospects feel safe.
Then build trust through stories and proof.
Show them you understand their problems.
Finally, make buying feel like the smart, safe choice.
Getting Past Their Defences
People defend themselves in four main ways:
- They doubt your claims
- They worry about making mistakes
- They fear looking foolish
- They protect their money
To lower these defenses:
- Never push for quick decisions
- Share real results from past clients
- Show you understand their industry
- Let them set the pace
Stories work better than sales pitches. When you tell stories about helping other clients, prospects see themselves in those stories. Their defenses drop naturally.
Good stories have three parts:
- The client's situation before
- What you did to help
- The results they got
Building Trust Through Bonding
Trust grows when prospects see you care about their success. Show this by:
- Asking good questions
- Listening more than talking
- Taking notes
- Following up thoughtfully
- Sharing useful tips
The key is being helpful before asking for business. Send them articles about their industry. Share quick tips they can use right away. Show you want to help, not just make a sale.
Learning Their Real Needs
Most clients don't know exactly what they need. They know their sales could be better. They know their copy isn't working. But they can't pinpoint why.
Your job is to help them see:
- Where their current copy fails
- Why it's not converting
- What needs to change
- How better copy helps
Ask questions that reveal problems:
"What results does your current copy get?"
"Where do most people drop off?"
"Which products are hardest to sell?"
"What feedback do customers give?"
Good questions lead to good answers. Take notes. Show you're listening. Repeat key points back to them. This helps them feel understood.
Presenting Your Solution
Once you understand their problems, show how you'll solve them. But don't just list services. Show the path from problem to solution.
Break your solution into steps:
- Research their market
- Find what's working now
- Write better copy
- Test and improve
- Measure results
For each step, explain:
- What you'll do
- Why it matters
- How it helps them
- What results to expect
Making It Safe to Buy
People worry about hiring copywriters. They've been burned before. They've paid for copy that didn't work. Your job is making them feel safe.
Reduce risk with:
- Clear pricing
- Defined deliverables
- Written agreements
- Money-back guarantee
- Progress payments
- Regular updates
Show them exactly what they'll get. No surprises. No hidden costs. Make everything clear and simple.
Closing Without Pressure
The best closes happen naturally. When prospects trust you and see value, they often ask how to start. If they don't, use soft closes that give them control.
Try questions like:
"Would you like to see how we could work together?"
"Should we look at some options?"
"What timeline works best for you?"
Never push.
Let them choose.
Good clients appreciate this approach.
Three closing options:
- Start small - one piece of copy
- Medium - complete sales funnel
- Full service - ongoing copy needs
Let them pick their comfort level. Starting small builds trust faster.
After the Sale
Getting hired is just the start. Now you must prove they made the right choice.
First week checklist:
- Send welcome packet
- Schedule kick-off call
- Get access to resources
- Set up communication
- Start research phase
Keep them informed:
- Weekly progress updates
- Quick question responses
- Draft reviews on schedule
- Results tracking
- Improvement suggestions
Building Long-Term Value
Good copywriters become trusted advisors. This happens when you:
- Deliver great work
- Meet deadlines
- Solve problems fast
- Share new ideas
- Care about results
Track everything:
- Open rates
- Click rates
- Conversion rates
- Sales numbers
- Customer feedback
Show them the value they're getting. Good results lead to more work.
Making It Work
The defend-bond-learn-acquire formula works because it follows how people make decisions. They need to feel safe before they can trust. They need to trust before they'll listen. They need to understand before they'll buy.
Remember:
- Drop their defences with stories
- Build trust by helping first
- Learn their real needs
- Present clear solutions
- Make buying safe
- Keep proving your value
Follow this system.
Be patient.
Focus on helping.
The sales will come naturally.
Good clients stay longer and refer others.
That's how you build a strong copywriting business.