- Meghan Turner-Patel made greater than $115,000 as a freelance copywriter final yr, however she earned one other virtually $42,000 by providing associated services corresponding to branding and advertising and marketing.
- She will get and retains clients by determining what different services she will provide to assist them and establishing a rapport.
- After talking with the shopper on the telephone, she drafts a proposal for them by which she mentions additional services that might apply.
- Turner-Patel does not convey up the additional services after the preliminary proposal and retains her emails gentle and approachable.
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Meghan Turner-Patel, founding father of Denver-based advertising and marketing and branding company Revelation, made greater than $115,000 purely from freelance copywriting services from 2018 to 2019 — however she boosted her revenue by practically $42,000 by providing associated services corresponding to branding and advertising and marketing to her clients.
When a new shopper reaches out to Turner-Patel about a particular copywriting challenge, she instantly begins fascinated about any additional services she may pitch to broaden the challenge’s total scope of labor.
“I can quickly gain insight about the quality of their marketing efforts simply by researching the brand, reviewing their digital touchpoints — such as website, mobile, social, YouTube — and maybe even digging a little into their analytics and SEO,” she stated.
She famous that whereas this preliminary analysis undoubtedly absorbs treasured time, these further efforts can repay in the long term.
“It helps me quickly build a relationship with the client by highlighting the fact [that] I did my research, I’m invested in the client’s success, and I have the diverse expertise to thoroughly support their brand,” she stated.
Turner-Patel subsequent schedules a 30-minute name with the shopper to set up a rapport.
“On my end, I want to build a foundation of trust,” she stated. “I also want to make sure this person is someone I can seamlessly collaborate with, as well as someone who will benefit from my specific skills.”
The different objective that Turner-Patel has for this shopper name is to get a clearer sense of the shopper’s challenge scope, their imaginative and prescient for the challenge, and their final objectives. As a part of this discovery course of, she tries to dive into what else they have been doing to market the corporate, which frequently reveals what they have not been doing and may very well be doing higher by means of her expanded choices.
This dialogue opens the door for her pitch.
“During the call, I’ll briefly address some marketing efforts that complement the project at hand and will boost their marketing strategy,” Turner-Patel stated.
She emphasised that it is key to take an genuine, consultative method to keep away from coming throughout as a arduous promote. Most importantly, she by no means pitches services that she is aware of a shopper does not want.
“I’m honest, straightforward, and supportive, which people will always pick up on and appreciate,” she stated. “It’s a delicate balance because you don’t want to overwhelm the client with solutions and the prospect of additional expenses. Rather, you want to educate [them] about different possibilities and why they work.”
Turner-Patel additionally identified that almost all clients do not realize that they will profit from options past the challenge at hand — so when she begins mentioning different services, they’re typically grateful for the information.
“Something clicks,” she stated. “They start to see how different elements can boost the overall brand.”
Crafting the right proposal
Based on the shopper name, Turner-Patel subsequent writes up a detailed proposal for the shopper, breaking down all the services wanted to full the challenge.
“I get as detailed as possible to ensure we’re on the same page from the beginning about what’s included (and what isn’t included),” she stated, including that generally, the shopper has additionally requested her to quote at the very least one or two of these further services she talked about on the decision.
But the copywriter’s work is not completed there. In the proposal, she contains a part known as “Additional Marketing Support Options (quote available upon request).”
“These services are ones we briefly talked about on the call, plus any relevant extras I didn’t cover,” Turner-Patel stated. “The reason I include this section is to strategically cross-sell, and [to also] reiterate those services instead of relying on them to remember them from the call.”
Turner-Patel harassed that she by no means repeatedly pushes additional services after the proposal part.
“That would come across more ‘sales-y’ than I want to present myself,” she stated. Instead, she stays looking out for an acceptable second to resurrect the dialog. She has discovered that this time typically presents itself when the preliminary challenge concludes, or is close to conclusion.
“At this time, we can both refocus our attention on new opportunities and priorities,” she stated. “For example, if I just finished writing SEO copy for a website, I might email the client to remind them about other services that can further boost their SEO.”
She added, “From my experience, with this mindset, clients favorably respond because they know I’m looking out for their best interest.”
An instance email Turner-Patel sends a shopper to counsel additional services
Hi [client’s first name],
I completely loved working with you on the brand new web site copy. I am so happy you like the ultimate product!
Since the challenge is now full, I needed to share a couple concepts I’ve to additional enhance your web optimization and the work we have completed to date.
The first concept is to begin running a blog, which is one other core component of web optimization. When I’ve a shopper who desires to weblog, I usually advocate beginning with two posts per thirty days as a result of Google loves seeing new, high-quality content material added on a common foundation. If this pursuits you, I am completely satisfied to deal with the whole lot, from copy and imagery to incorporating strategic key phrases for web optimization. I did a little bit of analysis and assume it might be impactful to begin with posts on [topic 1] and [topic 2].
The second is information monitoring. As you recognize, web optimization and analytics are ever-changing. After finishing a challenge like web optimization copywriting, I typically start a month-to-month information assessment. This ensures we keep a aggressive edge on-line and make modifications to the positioning as key phrases evolve. How does this work? In quick, I comb by means of the positioning’s huge analytics, compile KPIs in your assessment, and supply any related suggestions to regulate the on-page and back-end web optimization. These suggestions are primarily based on the positioning’s information in addition to your opponents’.
If running a blog and/or analytics monitoring is of curiosity, please be happy to attain out any time. If so, I will observe up with extra data. If you’ve gotten a funds in thoughts, we are able to additionally talk about how to stick to that whereas persevering with to make web optimization progress.
As all the time, I am completely satisfied to chat when you’ve got questions.
Overall, Turner-Patel advisable conserving the tone of your email gentle and approachable, and avoiding getting too technical about your services.
“If [your client] tends to be more formal, follow their lead and adjust the messaging accordingly,” she stated. “If you know they’ve maxed out their budget for the time being, don’t pitch more services. Instead, let them know you’ll be there for them when they need more support.”
The copywriter added that she typically waits about a week after the tip of the challenge to ship this type of email, and emphasised that you ought to be ready to hear a “no,” particularly as COVID-19 impacts companies’ budgets.
“It’s the nature of the beast,” she stated. “I believe being sensitive to costs is particularly important right now, as a lot of people are being more cautious with how they spend money.”
This article was initially revealed on Business Insider May 12, 2020.