Recognizing the Challenge of Confused Prospects

As you start seeking paid copywriting opportunities, you'll likely encounter a significant number of perplexed prospects.

"… Confused customers (prospects) won't buy anything. They won't return — at least not without a lot of effort from you and, perhaps, from their friends — and they won't recommend you either."

Your prospects are distinct to your services. In the realm of copywriting, we cater to specific audiences, whether they be corporations seeking website revamps, individuals launching e-commerce sites, or non-profits enhancing their donation appeals. Regardless of your target demographic, remember this: clarity is paramount.

Consider your own purchasing behavior; you don't part with your money if you're uncertain about the person presenting the service. Therefore, to convince prospects to invest in our copywriting (or other) services, we must provide them with a sense of assurance.

Key strategies include:

• Clearly defining your service offerings.
• Being transparent about your capabilities and limitations.
• Articulating how your copywriting project can specifically benefit the prospect.

Maintain a tone that is concise, humble, and confident. Avoid overcommitting during initial discussions just to secure a deal.

It's essential to recognize that prospects who feel certain are more likely to make high-quality, low-regret purchases. When they do, we secure our first paying copywriting assignments.

Moving Forward: Assisting Confused Prospects

In today's world, we are inundated with information. Every copywriter bombards their prospects with blogs, social media updates, whitepapers, free trials, YouTube clips, articles, newsletters, and media kits, to name a few.

Many novice freelance copywriters mistakenly believe that more information equals better results. In reality, when faced with information overload, less can often be more.

"Most people think they need MORE to succeed; more money, more power, more time, more friends, more fame, more ideas, more prayers, more knowledge. They have never considered that less is actually sufficient."

― Michael Bassey Johnson

Too much information can hinder the acquisition of paid copywriting projects; it can actually derail them. Instead, we should focus on providing enough information to guide our prospects toward a decision.

I learned this lesson the hard way. In an early Zoom discovery session, I overwhelmed prospects with an endless list of my capabilities. This approach backfired; confused prospects simply vanished. Now, I prioritize asking questions and allow my prospects to speak 90% of the time.

From that point, I address their specific concerns:

• What do you write about? (I showcase my copywriting portfolio)
• How do you compare to competitors? (I clarify my writing niche)
• What is your experience with copywriting projects? (I list the organizations I have collaborated with, both for-profits and non-profits)

The most effective interaction format is a Question & Answer style. This approach ensures that you address the prospects' needs in real time and stay on track.

Building Trust with Your Prospects

Have you ever entrusted your money to someone you didn’t trust?

I certainly haven't.

"Honesty is a very expensive. Don't expect it from cheap people."

Time, attention, and energy are invaluable assets in our lives. When you demonstrate trustworthiness in your services, prospects feel secure in engaging with you.

To illustrate this point, one of my first paid projects was with a client who had lofty expectations. While this was positive, he consistently delayed payments. When it came time for final delivery, I candidly informed him that I wouldn't work with him again if the payment issue persisted. He was taken aback and immediately sought resolution.

He appreciated my emphasis on punctuality and the importance of feedback (allowing for two revisions within the delivery period). In recognition of this, he increased my contract value by 1.5 times for the following year.

Had I submitted my work late, this outcome would likely have been very different.

Trust enables us to retain paying clients over a longer period.