When you look around out there, you can easily conclude that there are more than enough copywriters to block the Amazon river and have it flood the whole Amazon Basin. And that's a monumental task if you consider that the Basin is roughly 7,050,000 square kilometres or 2,720,000 sq miles.
Well, it's so mind-bogglingly huge that you could plop Australia right into it and you would still have enough land left for a decent-sized vegetable patch.
So, from this bombastically splendiferous crowd of copywriters, why in the name of the holy sausage would anyone hire me?
Past clients, including some Fortune 500 corporations have hired me for the extra bits and bobs that I could bring to the table.
What are those extra bits and bobs? Well, let's see...
In the old days, there were organ grinders who would stand on street corners and play their organs while their trained monkeys would dance in front of them.
The more entertained the passers-by were, the more money they donated into the grinders' hats. The monkey was only mimicking what the organ grinder had taught him, and out of this came the saying...
"If you want to learn something, talk to the grinder not to the monkey."
Many copywriters are former salespeople. And that's a great foundation. After all, the purpose of copywriting is to sell in print.
Well, I don't have that prestigious background. For 14 years, I was an engineer and a buyer. So, using the grinder's example, there are lots of monkeys out there who've observed the grinders' operation from the outside. And that's good.
However, I get hired because I was one of those grinders and have the inside scoop of how buyers buy.
Granted, many of my fellow copywriters know how to sell, and most of them know it light years better than I would ever care to learn. But I know the buyer mindset from first-hand experience, which often beats any amount of sales knowledge.
So, all the services I've listed are based on the buying process, and often go against the fundamental grains of traditional sales techniques.
With this approach you stop doing "vendor" selling and start doing "authority" selling. You transform your company from a replaceable vendor to a respected, recognised and sought-after industry expert.
So, these services are for those IT business owners who are not interested in slick, pretty ads that win creative awards but want me to design concepts and craft copy that initiate and build relationships, lead to more leads, more list subscribers and more profit.
Intelligent IT companies that have evolved beyond the point of "attacking" the market with larger and more aggressive sales forces, more sales tricks and harder cold prospecting grunt work. They've realised this lunacy doesn't lead to business growth but merely to business enlargement.
All in all, we're talking about making real dough in a specific niche, not just building an artificially fabricated image, filled with Botox and silicone, to impress the whole wide wild world but being utterly useless.
So, rather than building a portfolio of splashy, four-colour eye-popping and breath-taking marketing pieces that make glamour-hungry buyers piss themselves with delight, although the smart ones merely roll their eyes seeing this level of stupidity, I've been writing copy to build campaigns that achieve specific sales and marketing objectives and bankable results.
Here is a list of documents smart IT companies use to attract their perfect clients. What they have in common is that they all are heavy in client-centred content, very light on self-aggrandisement and unnecessary cavalcade of colours, glitz and glamour. All in all, more buyer-focused substance and less seller-focused style.
And something without which all the above is useless: Client acquisition strategy development.
But these are not the normal "zero accountability" services which many large marketing and branding agencies offer. The copy I write, collaboratively with your marketing folks, helps you to grow your company to a higher level of profitability, that is, profit per employee. After crafting the copies, we also test your new copy and keep perfecting it for perpetual improvement.
So, if you're ready to eliminate dirty, filthy, bone-jarring, soul-sucking, mind-numbing cold prospecting slavery and have qualified prospects come to you, being ready, willing and able to buy your stuff at the highest margins, then follow the link, and see if we have a mutually beneficial basis for doing business together.