November 5, 2023 • 25 mins
Preview: How to build high-ticket solutions your clients will love. What should be included so they pay, stay, and refer? Build both passive and active income with this proven approach.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Many listeners and subscribers have asked abouthow they can create their own five figure
contracts or projects where clients are goingto happily pay and stay for twelve months
or more with a particular outcome generateit. Now, a lot of folks
are concerned about measuring specific outcomes.So what I'm going to do is share
with you how I develop a fivefigure program. We're going to do this
(00:24):
at a very high level in thepodcast itself so that you can get some
ideas on how you can get started. And the particular program that I'm showing
you is my twelve month lead accelerationprogram that focuses on lead generation but delivers
to the customer in many areas thatthey need. And if it's something that
I offer through the subscribers here andthrough freelance copywriters as a way that you
(00:47):
can borrow my five figure assignment andgenerate a commission or generate some billable hours
through it. Now, let mejust caveat up front. I'm going to
give you a very high level approachabout how I design a month to month
program which is a retainer based program, so that you can do the same
with your copywriting services. So Imight describe methodologies and approaches that are given
(01:11):
at certain months, not because that'swhat you have to do, but because
that is what you can develop withthe services that you have. So as
we move through this, I willtry to give you freelance, copywriting and
marketing related elements that you can dofrom anywhere in the world or that you
can bring on subcontractors to support.But ultimately the structure is more important than
(01:36):
the specific specialized expertise that I bringto the table. By the way,
I'm just in hit with AD briefings, copywriting tips, and for more than
thirty years I have been supporting themarketing side and the business development side of
organizations that range from half a millionto a million to one hundred million even
(01:57):
larger. I've also supported some oftheir technical inntion, project management, and
of course in the more recent years, probably the last fifteen or so years,
risk management. And I use aspecific methodology that starts with delivering a
service and then packaging that service intoa set of procedures which include the conditions
(02:21):
to which those procedures are implemented,controls to ensure the implementation is done accurately,
and then a systematic approach that oftenuses marketing, automation or data flow
in order to simplify the overall process. Now, what does that mean for
you as a services provider. Itmeans that you're able to do the work
(02:44):
once and then improve on your abilityto implement the work the next time,
the next time, the next time, so that you're not constantly trying new
things but instead implementing best practices.And you'll see in this five figure job
here, it could be a sixfigure contract depending on the side of the
country, the company that we implementthat we do work, we capture best
(03:07):
practices, we create the processes,and we implement those processes. Now,
that is what makes it a fivefigure or a very high five figure ninety
three thousand dollars one hundred and eightythousand dollars project, and not the fact
of what you're actually doing. Andthis is why this is important because companies
(03:27):
today are struggling to get things done. Whether it's a small organization with limited
cash flow and limited number of customers, they're struggling to get customers. And
if you offer them a way toget more customers or to create and keep
more profitable customers, you're going tobe more valuable than somebody who's going to
write another article or write a blogpost, or they're going to write a
(03:49):
press release, or they're going towrite a lead generation page. The thing
that you do is the least valuablepart of who we are as solutions providers
to our particular customer base. AndI know that's a little upsetting because we
enjoy doing what we do. Ilove to write. I would write whether
or not I'm getting paid for it. But if I'm not writing for customers
(04:12):
who are benefiting from my words onthe page, whether they're generating more leads,
whether they're generating more sales, whetherthey're keeping customers with retention funnels and
programs, then I have no valuein the marketplace. Now I'm still valuable
as a person. You're still valuableas a person, but again, without
the service to clients, they arenot and they have to benefit. Okay,
(04:38):
they can't just feel good about it. You can't just write copy that
strokes their ego. Eventually, theywill run out of money no matter how
big the company is. The underlyingthing is is if you can deliver value
in the sense of new customers,profitable leads, more access to better markets.
You are going to always be ableto just the five figure, six
(05:00):
figures, sometimes even seven figure projects, depending on your experience and the size
of what you're you're able to dofor the for the client. Now here's
the thing. I say that becausemany of our listeners today feel uncomfortable charging
one hundred dollars, two hundred dollars, three hundred dollars for a blog post.
And it's an unfortunate thing that themarket has conditioned you to feel that
(05:24):
you're not worthy. But then again, what is that blog post doing for
the client? If the client understandsthat that blog post is going to brand
them in the marketplace in a valuableway with authority, not just brand as
an image recognition, but authority inthe marketplace, a go to location,
the personal brand of value. Ifthey understand that that page is going to
(05:45):
do one of two things. It'sgoing to generate a lead or it's going
to make a sale. Now we'retalking about not content but marketing. We
have value. So again, thistwelve month lead acceleration program is built not
around what I'm doing. It's builtaround the results the client to achieve.
So let's talk about those results.We're going to increase the number of leads
(06:08):
that convert from prospect to inquiry,from inquiry to buyer, from buyer to
repeat customer. Now, as Isaid before, we're also developing a system
around that so that we can knowthat if the lead is in a certain
basket, that we're going to applycertain types of offers to that basket in
(06:29):
order to move them to the nextlevel. And so we're now only showing
offers to people highly likely to convertbecause they're ready, they've been conditioned,
they've gotten the right information to makea decision. They're in a funnel.
They're in a sales funnel. Now, building that for the client requires certain
aspects and approaches. So I'm goingto say I have it outlined here on
(06:51):
a piece of paper, and I'mjust going to tell you about the program,
and i want you to be takingnotes not about my program, but
about how you can develop a program. So we start with the outcome in
mind, what is it that theclient really wants to buy? And we
can use the five whys and wecan drill down into exactly what the client
(07:13):
wants to buy. But in mysituation, the client has a haphazard They're
losing results. They're having trouble organizingtheir people to deliver consistently leads that become
profitable customers. Now, some ofthe reasons this happens is because they can't
measure what they're doing. They getcustomers and they're happy they got customers,
(07:35):
and their growth sales look really good. But the owner of the company,
my decision maker, is an owneror stakeholder. So you have to think
about who's the decision maker who signsthe check, Not the person who found
you, not the recruiter, butthe person who signs a check, and
what appeals to them and in mycase, increasing profits in a consistent manner.
(07:56):
So some of my clients have hadshareholders or stakeholders want an increase of
revenue in a passive way, andthey want an increase of profits in a
passive way. And if we areable to show those stakeholders that if they
just invest a little bit more money, then we're going to be able to
add value to this. Now,this happened in an insane way during the
dot com boom, and I wasinvolved in some of that. I was
(08:18):
working for venture capitalists that we wereshowing people how to increase their revenue.
But the adventure capitalists want to cashout. Today, we want to look
for businesses that don't want to cashout, because if they cash out in
the middle of a contract, youdon't any longer have any work. Now
you've solved the problem they had,but you don't have any more work.
And one of the things that Ipromised to folks who are part of ad
(08:41):
briefings is that we were going tofind ways to create consistent long term cash
flow as a freelance copywriter, asa small agency. Now, here's the
thing. When we set up oneof these plans, we have to scale
it for your lifestyle and scale itfor your time and approach. And that's
why we have subcontract, joint ventureand other types of cooperative marketing arrangements.
(09:07):
So in this case, when Ibring a client the twelve month lead acceleration
program, we're talking about content strategy, marketing metrics, source attribution. Source
attribution is knowing where your leads andsales come from. We're talking about connecting
them and building them with a team. Now, as a decision maker,
when they look at that, they'renot just paying you money to get copy,
(09:28):
they're paying you money to get asystem that will consistently perform in a
way that they can measure and showhow important they are because they made the
right decision. But ultimately that theycan know best practices, systems and approaches
and be sure that they're able tomaintain. In some cases, my clients
have regulatory compliance to maintain. Thecompliance associated with marketing. The privacy has
(09:52):
been the biggest one in the lastcouple of years. So I have the
value add where we look at theirprivacy policies, look at their compliance,
and that's something that the typical personcannot do. Now you might be saying,
well, justin I am a freelancecopyright, I write sales letters and
lead generation. I can't do compliance. Well, whatever it is that it's
(10:13):
the value add for your client thatjustifies a ninety thousand dollars contract, a
fifty thousand dollars contract, a hundredand twenty thousand dollars contract is something that
you can bring on a subcontractor forAnd frankly, let's say you're in the
automotive industry. You've had a coupleautomotive clients in the past, but now
you've been selling combustion engines and nowthe client wants to sell electric vehicles,
(10:37):
you can bring on a subject matterexpert to help you with the research necessary
to write good copy around electric vehicles. Because now when it comes to electric
vehicles, you've got objections like,we're just moving the problem because it's still
cold burning factories that are making thepower for the vehicle. What about the
replacement of the batteries over time.What about the actual impact of having slaves
(11:00):
in cobalt minds and lithium minds miningthis the battery materials. You know,
there's all kinds of ethical and systemimplementation things that you can actually subcontract for
somebody to come in. So whilewe're talking about a six figure contract,
why we're talking about a five figurecontract. You're going to get a majority
of that. However, you willhave to subcontract some of this stuff because
(11:26):
the perspective of the buyer is onceand done. When you're doing freelance work,
it's piece work. If you don'tknow what that means, that means
you're getting paid per piece, tradingdollars for hours. If you want to
transition into passive income leverageable income growthincome, then you need to have a
(11:50):
team to deliver this work because Iknow what you're also saying too, is
that if I got let's say tomorrow, we got you a ninety nine thousand
dollars project, would that be aproject for your company or would it become
your full time job. And thisis why this is very important. And
a lot of freelance copywriters and alot of marketers are scared to get bigger
(12:13):
jobs because it's going to be everythingthey do. And I know that you
like to have the freedom, andyou like to have the flexibility, and
so we need to put you ina situation where you can get three to
five of these contracts operating concurrently inyour organization and consistently delivering to the client
(12:33):
in a way that they're very happywith what you're doing, that they would
refer you that they'll come back formore work, that they'll stay in the
whole twelve months or the whole sixmonths, depending on your contract term period.
And because you have to ramp upa little bit with subcontractors or researchers
or folks that are going to goout and do the data analytics. For
(12:56):
example, you might have a webmasterinvolved. When it comes to down to
the integration of your conversion tracking youare going to need to have a certain
number of months locked in with aclient assignment in order to pay these people
or to find good people. NowI've mentioned it in the past. I
hire my subs two at a time, So if one subcontractor messes up,
(13:18):
I've already got somebody to replace them. Both of them are working parts of
the job co currently, and soall I'm doing is increasing the load of
one individual if the other one messesup. And it's not if the other
one messes up, it's wind'll messup. And so that is a fear
for a lot of folks who arefreelance copywriters today, who settle for one
(13:39):
hundred dollars here, two hundred dollarsthere, maybe a thousand dollars assignment,
the beautiful four figure assignment, ormaybe the four figure retainer where you feel
like you're earning. But when wesit down with your CPA. We do
this in coaching, by the way, sit down with a CPA, sit
down with your bookkeeper. We startlooking at your and ls and we realize
(14:01):
that you're making less money than ateenager at McDonald's. Now, this is
a reality that sets in and whyI'm teaching you the packaged solution that is
a multi month retainer because you needto have that money coming in every month.
You need to have that passive valueby having a reasonable number of subcontractors
(14:22):
for your experience level. But again, because we've got modern technology, those
subcontractors may not actually be humans,and with AI it's more clear and easy
to understand. But there are toolsout there, and we recommend a number
of these tools that can replace twoor three researchers and provide an adequate way
(14:45):
for you to move forward. Butit still requires your direct attention. This
is very important to understand. Wewant to help you get out of the
day to day activity of the businessand more into the strategic growth of your
business so that you can be thatquote freelance copywriter or the owner of a
small agency and have big agency profitsand have you fully fund your retirement account,
(15:13):
pay for health insurance, have extramoney that you can set aside for
when you retire or to reinvest ingrowth. And again that happens with a
project. So I've got my twelvemonth lead acceleration project. Think about what
that might be for you. Butmonth number one, even down to the
first day when you onboard this client. You're setting them up for success,
(15:37):
but you're also creating a parallel paththat can measure and be sure that the
client is doing their part because you'renot a magic pill. You don't have
enough people on staff. You neverwill have enough people on staff to do
it one hundred percent for them,and very often they don't want to replace
their existing people. Okay, sowe have to understand this dynamic you've sold
(16:00):
and I might need to split thisinto two podcasts, so just pay close
attention. You've offered them a product, a solution, and sold them on
the idea that you're going to comein for twelve months and solve a problem.
Now somebody in their company here's this, and they say, oh,
I don't want to be replaced,because if in twelve months they realize they
haven't really been doing any work.This is your vice president of sales.
Sometimes this is your lead copywriter ona team, they realize that they aren't
(16:23):
needed because this outside company could doit all for them. Where they perceive
it could do it all for them, You're going to have a lot of
internal objections and we don't want thoseinternal objections. So what we're doing here
in the onboarding process is we're helpingthem understand that we're going to utilize the
best of what you have. SoI say this to the client. Look,
I'm not here to replace anything thatyou're doing. I want to extract
(16:45):
from what you're doing the very bestof what you're doing, so that we
can keep doing that, but thenstart adding tests in place so that we
can know what works and what doesn't, and we can now start doing more
important things. So if you alreadyhave a team, I don't backfill your
team. I'm gonna offer training.I'm gonna offer workshops. I'm gonna offer
(17:06):
all the valuable tools that you needto improve your team and to solve the
problems that your team already faces.But we're gonna do it in a way
that develop systems, develops controls,and allows us to be more consistent in
the implementation. Now, the moreconsistent in the implementation is the real reason
they're hiring you. Okay, rightnow, they've got an they've got leads
(17:29):
coming in with no follow up campaigns, and they know full well that if
they had follow up on those campaignsthat they would convert more customers. Who
writes the follow up, Well,that's you the copywriter. You're gonna write
a three part email series that you'regonna put in place and test against their
existing series. Or you're gonna pulldown some metrics and you're gonna figure out
(17:51):
what are their old series works andclone that out. But bringing somebody from
a lead into a sale, theymay not even know that you can do
that. I've worked with clients whoafter the sale there came to be complaining
they don't get a lot of repeatbusiness, and I said, okay,
well, let's do this audit.So part of the onboarding is an audit.
And I looked specifically at their uhat what happens after somebody buys,
(18:17):
And guess what happened after somebody buys. Nothing, nothing happened. Somebody bought,
they didn't even get a thank younote. Somebody bought, they didn't
get a follow up. Somebody bought, they got no onboarding. Somebody bought
and nothing happened except a product wasfulfilled. And the company for years believed
that was the only thing necessary.Now, when we did some competitive analysis
(18:38):
and we looked into their particular audience, when their competitor delivered the product,
they got it, they gave saidcookies, they sent a thank you note,
they sent a follow up campaign,They immediately started working on the up
cell, and no wonder the clientwho came to me was losing market share.
Now they had a superior product,and they believed that having a superior
product will solve the problem. Butyou and I know that the very best
(19:00):
product that customers don't know about,or that customers don't have a clear and
easy path to purchase, can't bebought, can't be sold, and it
ends up causing increasing lead costs,increasing sales costs. And that's when you
come in with your key solution.Now. Because you have to build up
a team and because there is alot of upfront stuff that has been neglected,
(19:22):
your first month is really going tobe the audit, and so you
could have five or fifteen different waysto what you're going to look for in
the audit. You're going to haveaudience analysis because you need to know who
the target audience is in order towrite the copy. You're going to figure
out what their key offers are.You're going to work figure out what works.
(19:44):
And I could do that in thelead generation world by starting to map
out their existing lead funnels. Iwant to look at the standards they currently
use forgetting the results they currently getand if those results are not what they
want, then the standards aren't verygood. We can work on that tool
inventory integration. We're going to findthe quick wins. We're also going to
(20:04):
document all of their complaints. Thisis something that I've learned as a consultant,
and I'm probably going to wrap thissection up before we go to the
other months in the next podcast.But I learned as a consultant and if
I made a giant list of alltheir complaints, because the majority of the
problems in a business tend to becommunications, I could find something in those
complaints that would be a quick win. So your first month is how are
(20:27):
you measuring success? Where can wefind some quick wins? What are you
doing well? And now we needto prove that those things are worth continuing
to do. You're not there tochange what they're doing, but you're there
to preserve what works and then addto that high value. I'm going to
wrap up right now because I noticewe're at twenty minutes and a lot of
(20:48):
folks listen to the podcast in theircar, and this next section you may
want to have a piece of paperin front of you to start mapping things
out. But in summary of thefirst section, a twelve months or a
six month program always starts with avery intense information gathering session. That is,
you are being paid to do okay, because you're gonna develop a small
(21:11):
report of findings. You're gonna havecatalogs of best practices, you're gonna have
lists of their offers. But asyou probably notice, this is the exact
same thing you do on every copyrintingassignment. The biggest difference is is you're
being paid for this because you're gonnadeliver to them a binder that's gonna give
them ideas and kind of put allthe information in one place. You might
(21:32):
not give them a giant list ofcomplaints. That's kind of a strategic element
of this, but you're gonna givethem something that they can now say,
oh, this is what we doto get to where we are. It
reinforces the value of why you're there, because you're gonna also identify some problems,
and it also gives them in onelocation all the materials. And this
(21:55):
is why we're gonna cut at thissection, and then I'll come back in
and explain the month, two,month, three, all that stuff.
Because even if this is all youdid, they can hand this binder to
the next copywriter, they can handthis binder to an accounting team. They
can refresh this binder as they're implementingthe things that they already do well.
And you have all the information youneed to start the work. You also
(22:18):
have reinforced the complexity of their existingsituation, and now anything you do beyond
this simplifies things. You've also identifiedcommon problems and who's responsible for what,
and so this can sometimes take aweek, sometimes it can take a month,
but there's a physical deliverable so thateven if they can't afford to pay
the rest of the retainers, evenif you decide to expand the project into
(22:42):
a different direction, or they wantto go in a different direction, you've
given them a milestone deliverable that isuseful to their organization. Now, in
some cases, for my lead acceleration, I've simply compiled all the lead generation
that they done for the last twoyears, and then all of the competitive
(23:03):
lead generation, put it in abinder, and I swear I could see
tears coming out of their eyes becausenow they have a reference swipe file of
what works in their industry. Nowthey really have tears coming out of their
eyes when we now match the metricsbetween what they perceive to work well and
what actually worked well, because I'lltear pages out of it. This is
(23:26):
some of this we do in person. I'll tear pages out of their pretty
little binder. By the way,it's all compiled into a PDF. Things
get scanned. I personally am notscanning all their old projects. I got
an administrative assistant that does it.But I will rip it out of that
three ring binder. Could be oneof those big d ring binders. I'll
rip it out of that binder andthrow it on the floor. Once we
(23:47):
realize that the metrics don't match theperception of the value of the campaign,
in some cases we can go throughand do copy critiques. What I'm saying
is that that first month has aseries of deliverables that feels more valuable than
what they're paying but sets you upfor success and sets them up for success.
So in the part two, I'mgoing to go through what do we
(24:07):
do in month two, what arewe doing odd versus even months, what
do we do quarterly and other elements, But again, if you get a
chance to sit down, re listento this podcast episode because it's about the
value that you can deliver within theskills you already have in a package six
month to twelve month program. Canyou do a twenty four month program,
(24:30):
a thirty six month program? Sureyou can, but a lot of companies
don't budget that way. So wewant to do a six month and we
want to do it, or wewant to do a twelve month and I'm
describing to you my twelve month leadacceleration. Let's wrap it up there and
be sure you stay tuned through thenext podcast. I'm justin hit with ad
briefings, copywriting tips, and thisis part one of your high ticket package
(24:52):
service. And folks, you shouldbe able to develop one at least an
outline after this. Of course,if you're a coaching client, we can
sit down and develop ready to goso that you can start getting the business
that you deserve, the passive andthe active income that is growing and the
long term client, the long termprofitable client is a massive value. I'm
(25:15):
justin hit with ad briefings copyrighting tips. If you have any questions about this
section, visit us at www.Dot Adbriefings, dot co dot UK.
Be sure to mention part one ofthe high ticket package and then we'll get
you some supplemental materials and just incase you miss it on the podcast,
(25:37):
will send you the url of whereyou can get the part two. Thanks
for listening and I'll see in thenext section here shortly
Many listeners and subscribers have asked abouthow they can create their own five figure
contracts or projects where clients are goingto happily pay and stay for twelve months
or more with a particular outcome generateit. Now, a lot of folks
are concerned about measuring specific outcomes.So what I'm going to do is share
with you how I develop a fivefigure program. We're going to do this
(00:24):
at a very high level in thepodcast itself so that you can get some
ideas on how you can get started. And the particular program that I'm showing
you is my twelve month lead accelerationprogram that focuses on lead generation but delivers
to the customer in many areas thatthey need. And if it's something that
I offer through the subscribers here andthrough freelance copywriters as a way that you
(00:47):
can borrow my five figure assignment andgenerate a commission or generate some billable hours
through it. Now, let mejust caveat up front. I'm going to
give you a very high level approachabout how I design a month to month
program which is a retainer based program, so that you can do the same
with your copywriting services. So Imight describe methodologies and approaches that are given
(01:11):
at certain months, not because that'swhat you have to do, but because
that is what you can develop withthe services that you have. So as
we move through this, I willtry to give you freelance, copywriting and
marketing related elements that you can dofrom anywhere in the world or that you
can bring on subcontractors to support.But ultimately the structure is more important than
(01:36):
the specific specialized expertise that I bringto the table. By the way,
I'm just in hit with AD briefings, copywriting tips, and for more than
thirty years I have been supporting themarketing side and the business development side of
organizations that range from half a millionto a million to one hundred million even
(01:57):
larger. I've also supported some oftheir technical inntion, project management, and
of course in the more recent years, probably the last fifteen or so years,
risk management. And I use aspecific methodology that starts with delivering a
service and then packaging that service intoa set of procedures which include the conditions
(02:21):
to which those procedures are implemented,controls to ensure the implementation is done accurately,
and then a systematic approach that oftenuses marketing, automation or data flow
in order to simplify the overall process. Now, what does that mean for
you as a services provider. Itmeans that you're able to do the work
(02:44):
once and then improve on your abilityto implement the work the next time,
the next time, the next time, so that you're not constantly trying new
things but instead implementing best practices.And you'll see in this five figure job
here, it could be a sixfigure contract depending on the side of the
country, the company that we implementthat we do work, we capture best
(03:07):
practices, we create the processes,and we implement those processes. Now,
that is what makes it a fivefigure or a very high five figure ninety
three thousand dollars one hundred and eightythousand dollars project, and not the fact
of what you're actually doing. Andthis is why this is important because companies
(03:27):
today are struggling to get things done. Whether it's a small organization with limited
cash flow and limited number of customers, they're struggling to get customers. And
if you offer them a way toget more customers or to create and keep
more profitable customers, you're going tobe more valuable than somebody who's going to
write another article or write a blogpost, or they're going to write a
(03:49):
press release, or they're going towrite a lead generation page. The thing
that you do is the least valuablepart of who we are as solutions providers
to our particular customer base. AndI know that's a little upsetting because we
enjoy doing what we do. Ilove to write. I would write whether
or not I'm getting paid for it. But if I'm not writing for customers
(04:12):
who are benefiting from my words onthe page, whether they're generating more leads,
whether they're generating more sales, whetherthey're keeping customers with retention funnels and
programs, then I have no valuein the marketplace. Now I'm still valuable
as a person. You're still valuableas a person, but again, without
the service to clients, they arenot and they have to benefit. Okay,
(04:38):
they can't just feel good about it. You can't just write copy that
strokes their ego. Eventually, theywill run out of money no matter how
big the company is. The underlyingthing is is if you can deliver value
in the sense of new customers,profitable leads, more access to better markets.
You are going to always be ableto just the five figure, six
(05:00):
figures, sometimes even seven figure projects, depending on your experience and the size
of what you're you're able to dofor the for the client. Now here's
the thing. I say that becausemany of our listeners today feel uncomfortable charging
one hundred dollars, two hundred dollars, three hundred dollars for a blog post.
And it's an unfortunate thing that themarket has conditioned you to feel that
(05:24):
you're not worthy. But then again, what is that blog post doing for
the client? If the client understandsthat that blog post is going to brand
them in the marketplace in a valuableway with authority, not just brand as
an image recognition, but authority inthe marketplace, a go to location,
the personal brand of value. Ifthey understand that that page is going to
(05:45):
do one of two things. It'sgoing to generate a lead or it's going
to make a sale. Now we'retalking about not content but marketing. We
have value. So again, thistwelve month lead acceleration program is built not
around what I'm doing. It's builtaround the results the client to achieve.
So let's talk about those results.We're going to increase the number of leads
(06:08):
that convert from prospect to inquiry,from inquiry to buyer, from buyer to
repeat customer. Now, as Isaid before, we're also developing a system
around that so that we can knowthat if the lead is in a certain
basket, that we're going to applycertain types of offers to that basket in
(06:29):
order to move them to the nextlevel. And so we're now only showing
offers to people highly likely to convertbecause they're ready, they've been conditioned,
they've gotten the right information to makea decision. They're in a funnel.
They're in a sales funnel. Now, building that for the client requires certain
aspects and approaches. So I'm goingto say I have it outlined here on
(06:51):
a piece of paper, and I'mjust going to tell you about the program,
and i want you to be takingnotes not about my program, but
about how you can develop a program. So we start with the outcome in
mind, what is it that theclient really wants to buy? And we
can use the five whys and wecan drill down into exactly what the client
(07:13):
wants to buy. But in mysituation, the client has a haphazard They're
losing results. They're having trouble organizingtheir people to deliver consistently leads that become
profitable customers. Now, some ofthe reasons this happens is because they can't
measure what they're doing. They getcustomers and they're happy they got customers,
(07:35):
and their growth sales look really good. But the owner of the company,
my decision maker, is an owneror stakeholder. So you have to think
about who's the decision maker who signsthe check, Not the person who found
you, not the recruiter, butthe person who signs a check, and
what appeals to them and in mycase, increasing profits in a consistent manner.
(07:56):
So some of my clients have hadshareholders or stakeholders want an increase of
revenue in a passive way, andthey want an increase of profits in a
passive way. And if we areable to show those stakeholders that if they
just invest a little bit more money, then we're going to be able to
add value to this. Now,this happened in an insane way during the
dot com boom, and I wasinvolved in some of that. I was
(08:18):
working for venture capitalists that we wereshowing people how to increase their revenue.
But the adventure capitalists want to cashout. Today, we want to look
for businesses that don't want to cashout, because if they cash out in
the middle of a contract, youdon't any longer have any work. Now
you've solved the problem they had,but you don't have any more work.
And one of the things that Ipromised to folks who are part of ad
(08:41):
briefings is that we were going tofind ways to create consistent long term cash
flow as a freelance copywriter, asa small agency. Now, here's the
thing. When we set up oneof these plans, we have to scale
it for your lifestyle and scale itfor your time and approach. And that's
why we have subcontract, joint ventureand other types of cooperative marketing arrangements.
(09:07):
So in this case, when Ibring a client the twelve month lead acceleration
program, we're talking about content strategy, marketing metrics, source attribution. Source
attribution is knowing where your leads andsales come from. We're talking about connecting
them and building them with a team. Now, as a decision maker,
when they look at that, they'renot just paying you money to get copy,
(09:28):
they're paying you money to get asystem that will consistently perform in a
way that they can measure and showhow important they are because they made the
right decision. But ultimately that theycan know best practices, systems and approaches
and be sure that they're able tomaintain. In some cases, my clients
have regulatory compliance to maintain. Thecompliance associated with marketing. The privacy has
(09:52):
been the biggest one in the lastcouple of years. So I have the
value add where we look at theirprivacy policies, look at their compliance,
and that's something that the typical personcannot do. Now you might be saying,
well, justin I am a freelancecopyright, I write sales letters and
lead generation. I can't do compliance. Well, whatever it is that it's
(10:13):
the value add for your client thatjustifies a ninety thousand dollars contract, a
fifty thousand dollars contract, a hundredand twenty thousand dollars contract is something that
you can bring on a subcontractor forAnd frankly, let's say you're in the
automotive industry. You've had a coupleautomotive clients in the past, but now
you've been selling combustion engines and nowthe client wants to sell electric vehicles,
(10:37):
you can bring on a subject matterexpert to help you with the research necessary
to write good copy around electric vehicles. Because now when it comes to electric
vehicles, you've got objections like,we're just moving the problem because it's still
cold burning factories that are making thepower for the vehicle. What about the
replacement of the batteries over time.What about the actual impact of having slaves
(11:00):
in cobalt minds and lithium minds miningthis the battery materials. You know,
there's all kinds of ethical and systemimplementation things that you can actually subcontract for
somebody to come in. So whilewe're talking about a six figure contract,
why we're talking about a five figurecontract. You're going to get a majority
of that. However, you willhave to subcontract some of this stuff because
(11:26):
the perspective of the buyer is onceand done. When you're doing freelance work,
it's piece work. If you don'tknow what that means, that means
you're getting paid per piece, tradingdollars for hours. If you want to
transition into passive income leverageable income growthincome, then you need to have a
(11:50):
team to deliver this work because Iknow what you're also saying too, is
that if I got let's say tomorrow, we got you a ninety nine thousand
dollars project, would that be aproject for your company or would it become
your full time job. And thisis why this is very important. And
a lot of freelance copywriters and alot of marketers are scared to get bigger
(12:13):
jobs because it's going to be everythingthey do. And I know that you
like to have the freedom, andyou like to have the flexibility, and
so we need to put you ina situation where you can get three to
five of these contracts operating concurrently inyour organization and consistently delivering to the client
(12:33):
in a way that they're very happywith what you're doing, that they would
refer you that they'll come back formore work, that they'll stay in the
whole twelve months or the whole sixmonths, depending on your contract term period.
And because you have to ramp upa little bit with subcontractors or researchers
or folks that are going to goout and do the data analytics. For
(12:56):
example, you might have a webmasterinvolved. When it comes to down to
the integration of your conversion tracking youare going to need to have a certain
number of months locked in with aclient assignment in order to pay these people
or to find good people. NowI've mentioned it in the past. I
hire my subs two at a time, So if one subcontractor messes up,
(13:18):
I've already got somebody to replace them. Both of them are working parts of
the job co currently, and soall I'm doing is increasing the load of
one individual if the other one messesup. And it's not if the other
one messes up, it's wind'll messup. And so that is a fear
for a lot of folks who arefreelance copywriters today, who settle for one
(13:39):
hundred dollars here, two hundred dollarsthere, maybe a thousand dollars assignment,
the beautiful four figure assignment, ormaybe the four figure retainer where you feel
like you're earning. But when wesit down with your CPA. We do
this in coaching, by the way, sit down with a CPA, sit
down with your bookkeeper. We startlooking at your and ls and we realize
(14:01):
that you're making less money than ateenager at McDonald's. Now, this is
a reality that sets in and whyI'm teaching you the packaged solution that is
a multi month retainer because you needto have that money coming in every month.
You need to have that passive valueby having a reasonable number of subcontractors
(14:22):
for your experience level. But again, because we've got modern technology, those
subcontractors may not actually be humans,and with AI it's more clear and easy
to understand. But there are toolsout there, and we recommend a number
of these tools that can replace twoor three researchers and provide an adequate way
(14:45):
for you to move forward. Butit still requires your direct attention. This
is very important to understand. Wewant to help you get out of the
day to day activity of the businessand more into the strategic growth of your
business so that you can be thatquote freelance copywriter or the owner of a
small agency and have big agency profitsand have you fully fund your retirement account,
(15:13):
pay for health insurance, have extramoney that you can set aside for
when you retire or to reinvest ingrowth. And again that happens with a
project. So I've got my twelvemonth lead acceleration project. Think about what
that might be for you. Butmonth number one, even down to the
first day when you onboard this client. You're setting them up for success,
(15:37):
but you're also creating a parallel paththat can measure and be sure that the
client is doing their part because you'renot a magic pill. You don't have
enough people on staff. You neverwill have enough people on staff to do
it one hundred percent for them,and very often they don't want to replace
their existing people. Okay, sowe have to understand this dynamic you've sold
(16:00):
and I might need to split thisinto two podcasts, so just pay close
attention. You've offered them a product, a solution, and sold them on
the idea that you're going to comein for twelve months and solve a problem.
Now somebody in their company here's this, and they say, oh,
I don't want to be replaced,because if in twelve months they realize they
haven't really been doing any work.This is your vice president of sales.
Sometimes this is your lead copywriter ona team, they realize that they aren't
(16:23):
needed because this outside company could doit all for them. Where they perceive
it could do it all for them, You're going to have a lot of
internal objections and we don't want thoseinternal objections. So what we're doing here
in the onboarding process is we're helpingthem understand that we're going to utilize the
best of what you have. SoI say this to the client. Look,
I'm not here to replace anything thatyou're doing. I want to extract
(16:45):
from what you're doing the very bestof what you're doing, so that we
can keep doing that, but thenstart adding tests in place so that we
can know what works and what doesn't, and we can now start doing more
important things. So if you alreadyhave a team, I don't backfill your
team. I'm gonna offer training.I'm gonna offer workshops. I'm gonna offer
(17:06):
all the valuable tools that you needto improve your team and to solve the
problems that your team already faces.But we're gonna do it in a way
that develop systems, develops controls,and allows us to be more consistent in
the implementation. Now, the moreconsistent in the implementation is the real reason
they're hiring you. Okay, rightnow, they've got an they've got leads
(17:29):
coming in with no follow up campaigns, and they know full well that if
they had follow up on those campaignsthat they would convert more customers. Who
writes the follow up, Well,that's you the copywriter. You're gonna write
a three part email series that you'regonna put in place and test against their
existing series. Or you're gonna pulldown some metrics and you're gonna figure out
(17:51):
what are their old series works andclone that out. But bringing somebody from
a lead into a sale, theymay not even know that you can do
that. I've worked with clients whoafter the sale there came to be complaining
they don't get a lot of repeatbusiness, and I said, okay,
well, let's do this audit.So part of the onboarding is an audit.
And I looked specifically at their uhat what happens after somebody buys,
(18:17):
And guess what happened after somebody buys. Nothing, nothing happened. Somebody bought,
they didn't even get a thank younote. Somebody bought, they didn't
get a follow up. Somebody bought, they got no onboarding. Somebody bought
and nothing happened except a product wasfulfilled. And the company for years believed
that was the only thing necessary.Now, when we did some competitive analysis
(18:38):
and we looked into their particular audience, when their competitor delivered the product,
they got it, they gave saidcookies, they sent a thank you note,
they sent a follow up campaign,They immediately started working on the up
cell, and no wonder the clientwho came to me was losing market share.
Now they had a superior product,and they believed that having a superior
product will solve the problem. Butyou and I know that the very best
(19:00):
product that customers don't know about,or that customers don't have a clear and
easy path to purchase, can't bebought, can't be sold, and it
ends up causing increasing lead costs,increasing sales costs. And that's when you
come in with your key solution.Now. Because you have to build up
a team and because there is alot of upfront stuff that has been neglected,
(19:22):
your first month is really going tobe the audit, and so you
could have five or fifteen different waysto what you're going to look for in
the audit. You're going to haveaudience analysis because you need to know who
the target audience is in order towrite the copy. You're going to figure
out what their key offers are.You're going to work figure out what works.
(19:44):
And I could do that in thelead generation world by starting to map
out their existing lead funnels. Iwant to look at the standards they currently
use forgetting the results they currently getand if those results are not what they
want, then the standards aren't verygood. We can work on that tool
inventory integration. We're going to findthe quick wins. We're also going to
(20:04):
document all of their complaints. Thisis something that I've learned as a consultant,
and I'm probably going to wrap thissection up before we go to the
other months in the next podcast.But I learned as a consultant and if
I made a giant list of alltheir complaints, because the majority of the
problems in a business tend to becommunications, I could find something in those
complaints that would be a quick win. So your first month is how are
(20:27):
you measuring success? Where can wefind some quick wins? What are you
doing well? And now we needto prove that those things are worth continuing
to do. You're not there tochange what they're doing, but you're there
to preserve what works and then addto that high value. I'm going to
wrap up right now because I noticewe're at twenty minutes and a lot of
(20:48):
folks listen to the podcast in theircar, and this next section you may
want to have a piece of paperin front of you to start mapping things
out. But in summary of thefirst section, a twelve months or a
six month program always starts with avery intense information gathering session. That is,
you are being paid to do okay, because you're gonna develop a small
(21:11):
report of findings. You're gonna havecatalogs of best practices, you're gonna have
lists of their offers. But asyou probably notice, this is the exact
same thing you do on every copyrintingassignment. The biggest difference is is you're
being paid for this because you're gonnadeliver to them a binder that's gonna give
them ideas and kind of put allthe information in one place. You might
(21:32):
not give them a giant list ofcomplaints. That's kind of a strategic element
of this, but you're gonna givethem something that they can now say,
oh, this is what we doto get to where we are. It
reinforces the value of why you're there, because you're gonna also identify some problems,
and it also gives them in onelocation all the materials. And this
(21:55):
is why we're gonna cut at thissection, and then I'll come back in
and explain the month, two,month, three, all that stuff.
Because even if this is all youdid, they can hand this binder to
the next copywriter, they can handthis binder to an accounting team. They
can refresh this binder as they're implementingthe things that they already do well.
And you have all the information youneed to start the work. You also
(22:18):
have reinforced the complexity of their existingsituation, and now anything you do beyond
this simplifies things. You've also identifiedcommon problems and who's responsible for what,
and so this can sometimes take aweek, sometimes it can take a month,
but there's a physical deliverable so thateven if they can't afford to pay
the rest of the retainers, evenif you decide to expand the project into
(22:42):
a different direction, or they wantto go in a different direction, you've
given them a milestone deliverable that isuseful to their organization. Now, in
some cases, for my lead acceleration, I've simply compiled all the lead generation
that they done for the last twoyears, and then all of the competitive
(23:03):
lead generation, put it in abinder, and I swear I could see
tears coming out of their eyes becausenow they have a reference swipe file of
what works in their industry. Nowthey really have tears coming out of their
eyes when we now match the metricsbetween what they perceive to work well and
what actually worked well, because I'lltear pages out of it. This is
(23:26):
some of this we do in person. I'll tear pages out of their pretty
little binder. By the way,it's all compiled into a PDF. Things
get scanned. I personally am notscanning all their old projects. I got
an administrative assistant that does it.But I will rip it out of that
three ring binder. Could be oneof those big d ring binders. I'll
rip it out of that binder andthrow it on the floor. Once we
(23:47):
realize that the metrics don't match theperception of the value of the campaign,
in some cases we can go throughand do copy critiques. What I'm saying
is that that first month has aseries of deliverables that feels more valuable than
what they're paying but sets you upfor success and sets them up for success.
So in the part two, I'mgoing to go through what do we
(24:07):
do in month two, what arewe doing odd versus even months, what
do we do quarterly and other elements, But again, if you get a
chance to sit down, re listento this podcast episode because it's about the
value that you can deliver within theskills you already have in a package six
month to twelve month program. Canyou do a twenty four month program,
(24:30):
a thirty six month program? Sureyou can, but a lot of companies
don't budget that way. So wewant to do a six month and we
want to do it, or wewant to do a twelve month and I'm
describing to you my twelve month leadacceleration. Let's wrap it up there and
be sure you stay tuned through thenext podcast. I'm justin hit with ad
briefings, copywriting tips, and thisis part one of your high ticket package
(24:52):
service. And folks, you shouldbe able to develop one at least an
outline after this. Of course,if you're a coaching client, we can
sit down and develop ready to goso that you can start getting the business
that you deserve, the passive andthe active income that is growing and the
long term client, the long termprofitable client is a massive value. I'm
(25:15):
justin hit with ad briefings copyrighting tips. If you have any questions about this
section, visit us at www.Dot Adbriefings, dot co dot UK.
Be sure to mention part one ofthe high ticket package and then we'll get
you some supplemental materials and just incase you miss it on the podcast,
(25:37):
will send you the url of whereyou can get the part two. Thanks
for listening and I'll see in thenext section here shortly
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