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Article Title: How To Sell Without Selling And Pack Your
Copywriting Business With New Clients Fast
Author: Michael Senoff
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There's no doubt about it that we are being bombarded with more
advertising and marketing -- especially online -- than ever
before.
And if you want your ads to cut through the noise and clutter
of an overcrowded market place, one of the best things you can
do is not try to make the sale at all.
Let me explain.
Almost 100 years ago the legendary copywriter Maxwell Sackheim
wrote an ad with a headline (that is now ingrained in direct
response copywriting mythology) that said, "Do You Make These
Mistakes In English?"
And even though the ad is considered to have some of the best
"sales copy" of all time, nothing in the ad was being "sold."
Instead, the entire ad was designed to get people to send for a
free book.
You see, before selling anything, the ad first got anyone
interested in developing better English skills to raise their
hands. Then they sent them a sales letter selling an actual
product. Which, from what I hear, sold a TON of courses.
And this concept is even more important today.
Whether you're writing online or offline, doesn't matter. If
you find your ads and sales letters just aren't pulling because
you are in an overcrowded market, try to write an ad that sells
people on something free first.
From there, when they've gotten to know you and the valuable
information you possess, then go for the sale. Then sell a
straight pitch on something that costs money.
Now, if you are a copywriter who wants to start attracting
dozens -- even hundreds -- of new leads and clients, here's
another unique way to accomplish this.
This may sound over simplified (or complicated, depending on
your work ethic) but the key to attracting copywriting clients
is to simply write a book on the subject.
In fact, Joe Vitale in his book "The 7 Lost Secrets Of Success"
told the story of how Bruce Barton (one of the founders of the
famous ad agency BBDO) once wrote a book about advertising and
business. And how, after the book was published, their ad
agency was flooded with new business almost overnight.
People "all the sudden" wanted to hire Bruce Barton -- the guy
who wrote the book they had just read -- to do their ads. And
BBDO made a lot of money, and got some extremely big accounts
as a result.
Now, I'm not saying you will have the same success as Bruce
Barton.
But having a book out there that demonstrates your knowledge
and skills will do more for your credibility and perceived
value as a copywriter than any amount of portfolios,
testimonials or bragging will ever do.
And realize that writing a book doesn't have to be a hard,
drawn out process. You can do the same thing, get the same
effect, by having someone interview you about the subject,
putting the interview on CD and having the transcripts typed up
into a "book."
The key is to give good information in a format people can
easily access it in.
You do that, and you get it in enough people's hands, and you
will start to find people coming from all over wanting to hire
you, and only you.
About The Author: Michael Senoff is a sought-after Internet
marketer, interviewer and business coach with more than 50,000
students on four continents. For 117 hours of free audio
interviews with top copywriters, go to
http://www.hardtofi
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