Okay, I’m going to try to not be too cocky, but…
I was right.
I hope you listened.
And heeded my advice.
Because reader after reader has emailed me to tell me how right I was — and how they’ve enjoyed tremendous success in getting clients, following my advice.
So, we’ll cover that…
I’ll double-down on those recommendations…
And I’ll throw in a little bonus lesson on how to effectively swipe my copy (or anyone else’s) at the end.
Ready?
Let’s do this.
Here’s the feedback I’ve been getting about how right I was…
First, from my article on One Powerful Way To Get High-End Copywriting Clients…
One copywriter I’ve done some work with shared this (with names removed for privacy)…
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I kid you not, this is exactly how I’ve landed my 3 biggest projects [since our last project together]:
* I read [A-list copywriter’s] book [book title removed] and offered a ton of feedback on how he could update it for a revised edition. Done.
* I sent a headline to [major health publisher], and they sent me a contract.
* I sent a big idea to [another great copywriter] after reading his book, now I’m a part of his [team name] team. (He’s a big fan of yours BTW and said you Interviewed him before)
* I sent a headline with a hook idea to [name] from [another big publisher]. They replied on Friday and asked for a quote.
Literally for ALL of my clients (except you) came because I brought them an idea or a headline. Then I asked them if they liked it, to let me know how we could work together.
A couple asked for samples, but we eventually did the deal. I have *chosen* everyone of my clients this exact same way.
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This is the same copywriter who told me he literally does not understand why wannabe copywriters keep asking the “How do I get my first copywriting client?” question.
(Hint: they don’t actually do what he’s doing and proving works, over and over and over again.)
Here’s another bit of feedback on that same article — this one from my original marketing mentor and someone I respect tremendously…
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I’ve used that method the most in getting in the door…..
“Hey, I’m a pretty good sales person and/or marketer. I recently saw some of your lead generation activity and wondered if it was working for you. I have an idea that might help it become more effective and wanted to run it by you. Have you considered “x”? If you’d like to give me a quick call (or if we’re already on the phone, I can come by), I’d be happy to explain it further. “
….. I’ve gotten meetings at multi-million $ firms that were market leaders with that exact pitch. No website, no brochure, just confidence.
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“No website, no brochure, just confidence…”
That’s freaking brilliant, if you ask me.
That’s what so much of it comes down to.
These methods work. IF you trust them to work. IF you have confidence that if you do it a few times, it’ll work at least once.
It’s not 100%. No selling method is. You’ll run into people who can’t or aren’t ready to hire someone right now. But if someone is ready, willing, and able, there’s a high likelihood of success — assuming you’ve done the work and are actually capable of delivering real value.
Speaking of websites (the modern-day brochures)…
My article Freelancers: Delete your website today got the best immediate open rate I’ve seen in a long time. It smacked of controversy, in the subject line. Which works — whether we like it or not.
But again, I was right.
Here’s my mentor’s take on websites, and the brochures he’d use before that…
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I used to think I needed brochures and samples (pre-internet) and that I could just mail out a bunch of brochures or go door to door and people would hire me to do their marketing.
The reality was that I got most of my leads for doing marketing from word of mouth/referrals. Satisfied clients, vendor partners that see your value, etc.
A brochure/website can showcase what you’ve done or what services you think you can provide but by having conversations with prospects and asking what their goals are and what they are trying to accomplish, I ended up doing a lot of stuff that I never would have put on a brochure.
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I hope you’re getting some clues here.
There was a ton more feedback, but I hope you get the point…
I’m sharing these things because they work.
That’s what I aim to do. Every. Freaking. Day.
But it’s up to you.
It’s up to you to put it to the test.
It’s up to you to first read… Then learn on a surface level… Then internalize with your own insights and perspectives… Then test and try… Then figure out how your own approach is working for you… Then try again, and learn more…
And profit along the way.
But because you’re starting from a fundamental principle that is right and true, it’s more a matter of “How high is high?” rather than “Will this even get me off the ground?”
You have to do it.
But if you do it, it will work.
BONUS LESSON: How to steal and swipe my copy (ethically and effectively)…
So, I love when people are not just reading the main message of my articles…
But also reading into them…
What I’m doing…
How I’m doing it…
Why I might be doing it that way…
Sometimes, what I do is accidental of a fruitful byproduct of massive action. Other times, it’s very intentional, even if it’s internalized and only intentional on a subconscious level.
In yesterday’s essay, there was a chunk of copy like that, that a reader caught and told me he liked…
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The one thing I think every freelancer should have (and good news — it’s super-affordable) is an online scheduler.
I use and recommend Book Like A Boss.
(And yes, I’m an affiliate. So if you click the link above and actually pay them money, I get a small cut as a referral fee. But like everything I’m an affiliate for, I value my integrity over the affiliate commissions so I ONLY refer it because it’s something I believe in myself.)
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And I’ll share this. For being buried in an article, well below the fold — that had a stellar click-through rate.
So the reader that saw this had a keen eye.
He also had the keen sense to recognize its utility as a reusable copy block. And this is roughly the template he nailed down from it…
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The one thing I think every [type of person or profession] should have (and good news — it’s super-affordable) is [some kind of tool or software].
I use and recommend [product name, with affiliate link].
(And yes, I’m an affiliate. So if you click the link above and actually pay them money, I get a small cut as a referral fee. But like everything I’m an affiliate for, I value my integrity over the affiliate commissions so I ONLY refer it because it’s something I believe in myself.)
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Now I’m all for reusing copy blocks and ideas. At least the affiliate statement above is roughly what I use when I call out affiliate links.
But I told this reader not to use it.
Not that he couldn’t — in fact, I told him he could.
But that he shouldn’t use it verbatim — and instead should internalize it and reuse the IDEAS instead of directly swiping the copy.
Let me break down the principles behind this, to give you an idea of what I mean…
The first paragraph is making a generic recommendation. This is acknowledging that in today’s market, there are probably multiple solutions out there, beyond what I may recommend. And in fact, those may work better for other people with other preferences or needs. The super-affordable statement also really opens up the reader to the idea that it might at least be worth considering.
This is all about NOT taking away your choice. Acknowledging that you indeed will make your own decision about what I say. (Recall my One Big Idea video on the book Instant Influence by Michael Pantalon — that’s literally THE one big idea behind scientifically-proven rapid persuasion.)
The next paragraph obviously makes the recommendation, but it adds social proof and authority in that I say that USE and recommend it. I don’t just recommend it. I use it. That tells you that I’m more invested in this than a mere affiliate program application.
And then the last (parenthetical) paragraph is, to me, about my own internal principles more than it is about persuasion. However, it also is just more proof and credibility behind my recommendation, and is thus more persuasive as well.
By minimizing my financial incentive (which is honest) while also stating it, you’re understanding that yes I do promote this to get paid, but that’s not my only reason. And I go on to say (again, honestly) that I do value my integrity over the affiliate commission, so if this didn’t fulfill BOTH, you wouldn’t be getting the recommendation.
Now, here’s how to use this to swipe copy…
Once you know the principles, it’s not even about the tactical level copy implementation.
Sure, that might be useful to model.
At least in the short run, as you reuse it.
However I encourage you in this and any other swiping to rewrite it in your own language.
Don’t copy and paste.
Read, internalize the idea, then switch windows so the swipe copy is hidden and you can’t just retype it.
Then use your own words to say the same thing.
It’ll ring truer to your reader.
Your words will carry more integrity.
They’ll capture your feeling.
And they’ll be more effective.
Plus, you won’t have to constantly dig through your swipe files to come up with anything good to say.
You’ll internalize those copy ideas and chunks of messaging that work well for you. And they’ll come out automatically as you type. Each time, adopted to match that particular message.
Everything will be more powerful AND flow smoother.
And back to the opening of this article…
I’m right again — are you listening?
Yours for bigger breakthroughs,
Roy Furr
