Not sure what direction to take career wise

[:-)]

So should I just approach every business in the yellow pages?

 

[guru1000]

For now, call every business in your vicinity. YellowPages are fine, although director names are not listed. Open with:

"May I speak to the owner."

"Who's calling?"

"This is Robert Roberts."

"What is this regarding?"

"An important business matter."

"Sir, can you tell me what this is regarding?"

"I'm sorry, this is a private business matter. Just tell him Rob Roberts is on the phone. Thank you."

Change your focus: The focus is not the sale, but instead to reach 1000 hang-ups. By then, you will be acclimated and trained, and your pitch sharpened and refined. Do not confound this focus with forcing, encouraging, or leading a hang-up. You must be audacious and tenacious in your pitching and rebutting. The prospect is to hang up of their own volition as you relentlessly rebut and close.

 

[:-)]

Ok. Excellent. I have a day off tmrw (Friday) and Monday So can spend all day calling and logging results and then around my working hours after that.

I shall approach:

Florists
Haridressers
Hotels
Beauty Salons
Restaurants
Funeral Parlours
Tattoo Parlours
Clothes Stores
Shoe Stores
Furniture Stores

I'll let you know how I get on after each day.

 

[:-)]

By the way, I haven't done this part of the process yet:

Next, secure a virtual receptionist to answer your phone, with call forwarding to your cell phone, should you decide to take the call. This service should cost you no more than $10 a month. Optimum cable, along with a myriad other hosted servicers can provide this virtual service. Google "vertical receptionist." Most will provide you wih a phone number to conduct your business, as well.

Next, go to a local printshop and print business cards. I prefer brick and mortar print shops as opposed to online sites such as Vistaprint, as the job is done more professionally. This will cost you roughly $100 for 1-5K cards.

Should I get these done asap also?

 

[guru1000]

Begin your campaign. Secure the v-receptionist and business cards once you are versed in your campaign.

 

[:-)]

I've secured two face-to-face appointments so far despite a terrible pitch. The first one I didn't give my contact number to. The second one I did in case they cancel. Should I give my number out?

I will post full results of today at the end of the day.

 

[guru1000]

Excellent! You are in an untapped market: Business growth should be explosive.

ASAP:
1. Secure a virtual receptionist (VR).
2. Request a toll-free number from the VR servicer.
3. Print business cards (BCs) at the local print shop. Ensure the BCs include:
• Company name
• Your name
• Title; e.g. President
• Company address (Your home address: if renting, don’t use “Apt.”; instead use “Ste.”)
• Toll-free number provided by VR servicer
• Company logo (Have the print shop create one)

4. Request 20 BCs for your appointments, as your order may not be ready for 1-2 weeks.

Post your log when you are done today.

Tomorrow, I’ll have time to brainstorm ideas with you for Stage 1B.

Homework for Stage 1B: We need concrete examples for your in-person appointments. Identify three disparate companies in the UK or your vicinity, along with their history, which bankrupted or became insolvent as a result of ineffective marketing or marketing language.

 

[:-)]

Excellent! You are in an untapped market: Business growth should be explosive.

ASAP:
1. Secure a virtual receptionist (VR).
2. Request a toll-free number from the VR servicer.
3. Print business cards (BCs) at the local print shop. Ensure the BCs include:
• Company name
• Your name
• Title; e.g. President
• Company address (Your home address: if renting, don’t use “Apt.”; instead use “Ste.”)
• Toll-free number provided by VR servicer
• Company logo (Have the print shop create one)

4. Request 20 BCs for your appointments, as your order may not be ready for 1-2 weeks.

Post your log when you are done today.

Tomorrow, I’ll have time to brainstorm ideas with you for Stage 1B.

Homework for Stage 1B: We need concrete examples for your in-person appointments. Identify three disparate companies in the UK or your vicinity, along with their history, which bankrupted or became insolvent as a result of ineffective marketing or marketing language.

Wouldn't using my mobile phone be adequate for now? I can pretty much answer it whenever I want to. Even at work. When business picks up I can get a virtual recep then, no?

Also should I put my email address on the BC? It's a hotmail account.

Also I am investigating various copywriter courses to take. Would you recommend this?

 

[:-)]

Ok. So here is my log for today's first day of my campaign:

I could not sleep last night because I was afraid of my first day campaigning. I wished the morning would not come.

I woke up at 08:00 and after much procrastinating I sat down and picked up the phone at around 10:00.

Starting with florists I called every one of them that were advertised on yell.com.

134 florists.
27 Hang ups after tenacious rebuttals.
2 Seemingly genuine appointments made. For this Monday and Tuesday.
One owner who seemed reluctant to hang up despite my relentless rebuttals finally agreed to me visiting but only to get rid of me so I am not counting him. I set a date and time and he agreed. He simply would not hang up. Lol.

The majority of business owners were not at the premises so I had to contend with their foot-soldiers who militantly stood on the defensive as soon as I requested to speak to the owner. A few gave me the names of the owner but most would not.

It was an educational day. Interesting to note just how defensive people get when a stranger asks to speak to the owner and when you tell them it is of a 'private business matter'. Hilarious was overhearing the woman who when asked by the owner what I wanted then told him "he said its none of my business" to which the owner retorted "hang up the phone".

Also interesting were the owners who would lecture me (whilst rebutting them) on how I wasn't listening to them when they said they were 'not interested' and that I was losing a potential client despite earlier insisting they weren't interested in being my client.

Also there were a few genuinely cool people who appeared genuinely interested in what I had to offer only to decline so I felt a little sorry about my relentless rebuttals that forced them to hang up on me as I wondered if they might have made potential clients or contacts further down the line.

It was good having the shift of focus on getting hang ups as these would normally prove too much for a sensitive ego. Instead I felt glee every time I received my hang up.

So my first one-to-one appointment is Monday and then Tuesday. I'm not going to get my hopes up as I am not sure how genuine they are. Would you recommend I call Monday to confirm?

 

[guru1000]

Wouldn't using my mobile phone be adequate for now? I can pretty much answer it whenever I want to. Even at work. When business picks up I can get a virtual recep then, no?

Also should I put my email address on the BC? It's a hotmail account.

1. Start-up;
2. No prior business experience;
3. No office line; and
4. No company e-mail (e.g., Smile@smilecopywriting.com).

We cannot satisfy 1 and 2, but can placate 3 and 4. When I am approached by salesmen, I discard business cards without office lines. Business owners want to feel safe; and handling “important business matters” strictly on a cell phone creates no comfort.

Try this site: http://www.evoice.com/plans-pricing. Thirty-day free trial, thereafter 12.99/mo. If you don’t like the service, cancel before the 30 days.

• Do not publicize a Hotmail address; better to have no e-mail on your business card (BC). Again, comfort. You are a marketing professional asking prospects to entrust you with their marketing literature (including BCs) to increase company revenue, yet you want to publicize no office line and a Hotmail address on your BC?

Be professional:

1. Office line;
2. Company e-mail address, as soon as you are subsidized; and
3. Suit and tie for in-person appointments.

Also I am investigating various copywriter courses to take. Would you recommend this?

Definitely.

Your Closes
Closed two your first day; great job soldier! I had anticipated your first close after several weeks of tenacious pitching. You are in a great market; take advantage of it. I already notice a material change in your demeanor/thinking, as if you just stepped off a war field, with hands covered in blood. Keep this mindset!

After how many rebuttals, did the two prospects accede? Did you confirm a definite time, and were you clear that you will show up at their place of business at the specified time?

I would normally tell you to confirm appointments, but for these two, just appear at the place of business at the agreed-upon time.

 

[:-)]

1. Start-up;
2. No prior business experience;
3. No office line; and
4. No company e-mail (e.g., Smile@smilecopywriting.com).

We cannot satisfy 1 and 2, but can placate 3 and 4. When I am approached by salesmen, I discard business cards without office lines. Business owners want to feel safe; and handling “important business matters” strictly on a cell phone creates no comfort.

Try this site: http://www.evoice.com/plans-pricing. Thirty-day free trial, thereafter 12.99/mo. If you don’t like the service, cancel before the 30 days.

• Do not publicize a Hotmail address; better to have no e-mail on your business card (BC). Again, comfort. You are a marketing professional asking prospects to entrust you with their marketing literature (including BCs) to increase company revenue, yet you want to publicize no office line and a Hotmail address on your BC?

Be professional:

1. Office line;
2. Company e-mail address, as soon as you are subsidized; and
3. Suit and tie for in-person appointments.

Definitely.

Your Closes
Closed two your first day; great job soldier! I had anticipated your first close after several weeks of tenacious pitching. You are in a great market; take advantage of it. I already notice a material change in your demeanor/thinking, as if you just stepped off a war field, with hands covered in blood. Keep this mindset!

After how many rebuttals, did the two prospects accede? Did you confirm a definite time, and were you clear that you will show up at their place of business at the specified time?

I would normally tell you to confirm appointments, but for these two, just appear at the place of business at the agreed-upon time.

Ok. Fair enough. The site you suggested is an American site and had no option for UK users that I could see. This is a company I spoke to earlier today and they are also offering a months free trial and then £25 per month thereafter. An extra £7 per month for a toll free 0800 number. What do you think? http://www.virtualreceptionist.co.uk/

Regarding the two prospects. They were both ladies. If I recall correctly one of them immediately said she was busy and had a wedding to prepare but after I continued talking she then changed her tact and hurriedly made an appointment. So it's possible she just did it to get rid of me. I can't remember after how many rebuttals the other one was. I made a clear time and day and they were clear I would be coming down to visit them.

So I won't have business cards for either of these meetings. I don't even have a suit at the moment believe it or not. I have smart trousers, shirts, jumpers, ties and really good shoes though will that be good enough? Are you sure I shouldn't call to confirm? although both in the same town they're quite a distance from me. The equivalent of me being based in the northern suburbs of New York to go visit East Side New York and Manhatten respectively. I am also concerned that I talked a good game as per the script but that I will be turning up to these businesses with no prior business experience, no business cards, website or portfolio to show. Won't that look a little odd considering all the promises I made about increasing their revenue by £500,000?

I am working on the homework.

 

[guru1000]

Are you sure I shouldn't call to confirm? although both in the same town they're quite a distance from me. The equivalent of me being based in the northern suburbs of New York to go visit East Side New York and Manhatten respectively.

If quite a distance, confirm.

"Just a quick call to confirm our appointment today at 1 p.m."
"OK, super! See you then!"

"I'm sorry you have to cancel. What day and time would you like to reschedule the appointment for?"

If the prospect cancels and wishes not to reschedule, revert back to the rebuttals and re-pitch.

I am also concerned that I talked a good game as per the script but that I will be turning up to these businesses with no prior business experience, no business cards, website or portfolio to show. Won't that look a little odd considering all the promises I made about increasing their revenue by £500,000?

Eliminate promises, guarantees, or warranties from your vocabulary, thoughts, and intentions. Once you project specious ideas or ideas with specious intent, you will be walking a precarious path. Read my sig. Material difference between “you will” and “you can.” One is a guarantee and the other is an earnest belief, assuming you believe in your abilities. This may seem like semantics, but I assure you, experientially, it is inexplicable and imperative for your long-term success.

Will you be at a disadvantage to a competitor with business experience, business cards, website, and track-record? Yes. But, guess what? You have no competitors!

Is it possible to still close a prospect without any of the aforementioned credentials? Absolutely, but it is more difficult. You will need concrete support and a delineation of your credentials in alternative methods, which we will peruse tomorrow. In addition to the homework I delineated above, I would like you to also identify one or two companies that have prospered solely due to their marketing or marketing literature.

 

[:-)]

You have no competitors!

.

What makes you say this?

I'm struggling to find any companies that went bust due solely to bad copywriting. There is plenty of info on bad advertising campaigns though.

High profile companies who prospered due to good marketing:

SKODA car company
OLD SPICE
BURGER KING 'Whopper Sacrifice' campaign
OFFICE MAX 'Elf yourself' Christmas cards campaign

To name but a few.

What do you think about approaching former estate agent companies I used to work for to see if they need a copywriter for any material they put out?

 

[guru1000]

What makes you say this?

Great; you have identified a fallacy. See how it can be put-offish or deter the audience.

Prescription: Qualify the assertion ==> No other or very little copyrighters are telemarketing--or--No other or very little copyrighters' interests are aimed in increasing prospects' bottom line.

I know you have a specialized writing background, but let's do a quick review on abstract/concrete language:

Abstract language: I can increase your bottom line significantly by identifying deterrent fallacies in your company literature.

Concrete language: In 2003, XYZ corporation increased net revenue by 20% by identifying and revising all fallacies in their company literature.

Your in-person appointment will include many concrete facts, followed by development of your abstract to demonstrate how such fact is applicable and vital to their literature. More on this later.

You will begin with:

Hi, Pete; nice to meet you <shake hands>. Is there a quiet place we can sit down where I can examine your company literature? Also please provide me with all company literature; that is, website, technical manuals, scripts, press releases, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications.

What to Identify in the Perusal of Prospects' Company Literature

Remember this:

In screen playwriting or other education, did you:

• Learn what’s most effective in capturing the attention of the audience?
• Learn plots, themes, and language to direct toward or stay away from?
• Learn how to stir and thicken the plot to effect magnetic anticipation?
• Learn rhetoric; e.g., Aristotle's appeals: ethos, pathos, logos, inductive and deductive reasoning?
• Learn how to avoid logical fallacies for stronger argumentation?
• Learn how to anticipate and address counter-arguments?
• Learn how to write clearly and effectively?
• Cultivate the use of expository writing including research papers, analytical essays, problem-solution writing, and firsthand accounts?

I would add to this list:

• Are the abstract ideas supported by concrete facts?
• Is the language verbose with superfluous words (Business language must be succinct)?
• Does the literature contain passive or active construction (Active voice should be used whenever possible for stronger, explicit language and rhetoric)?
• Is the language clearly written and facile to navigate through (Business writing should use headers, bullets, and lists as prospects have little time to read verbose, convulted essays. In other words, get to the point quickly with simple language)
  
  What else can you add to this list ?

 

[:-)]

I've already gone through prospect 1's website and can identify certain areas which I could point out:

1) Current content is blocky paragraphs of information that doesn't cater to the scanning nature of web users. Bullet points could help with this.

2) Current content doesn't deal with enough specifics. E.g - It says they are respected but doesn't say by whom. Perhaps awards, testimonials or name-dropping might help.

They mention their 'wonderful team' perhaps they could expand on this, e.g - Who are they and what makes them wonderful?

3) It doesn't give the customer any real reason why they should buy their flowers from this particular shop over others. No pedigree or history about who these people are and what their background is or why their product is better than others. No USP (unique selling point) - you see? I'm using industry jargon already!

4) Prices are tucked away on an obscure page rather than on the home page and are a little confusing.

However Prospect 1's website is pure marketing genius compared to prospect 2's! Marketing themselves as a florist and local art exhibitor:

1) No prices for both flowers or art works.

2) Seem a bit confused as to who their audience is. Florists or art gallery? Both? Why?

and so on and so forth.

I really hope I meet this woman on Monday. I've been researching flowers and the flower market in general and I really have a clear idea of how she could use one very particular and very unique selling point to separate her outlet from others. In a good way.

 

[guru1000]

Good analysis.

Following your literature perusal:

Pete, in 2006, ABC corporation bankrupted as a result of ineffective marketing and company literature. The dismal truth is this could have been easily avoided! <Concrete followed by abstract>

The power of language is rooted in rhetoric, which is the art of discourse; an art that aims to improve the capability of writers or speakers to inform, persuade, or motivate particular audiences in specific situations.

Aristotle extended the definition of rhetoric, calling it “the ability to identify the appropriate means of persuasion in a given situation, thereby making rhetoric applicable to all fields, not just politics!” <Concrete>

I have a Master’s degree in ... I have assimilated a menu of 10 specific items which can improve your marketing language, and thus efficiency, not only to increase gross revenue significantly, but more importantly, avoid the unfortunate fate of ABC corporation: (Concrete followed by abstract)

1. Fallacies.
2. Abstract language supported by concrete facts.
3. Succinct, explicit language. (Headers, bullets, list, etc.)
4. Tend to the audience.
5. Specificity; avoid generalizations.
6. USP
...

And so on. Ensure you include 10+ items in your menu, which you will write down in checklist form on the right-hand side of a piece of paper. On the left-hand side, write and underline in big letters something like “Mandatory Language Prerequisites to Increase Revenue.” (Feel free to alter; again, this is a work-in-process)

Pete, let’s begin with “Fallacies.” I noticed on your website, you wrote … This is known as a fallacy because … We can improve this language by ….

Next, “Abstract language supported by concrete facts …” This is important because … We can improve this language by …

Put an “X” mark to the left of each item that requires work, and a check mark if the item meets “Mandatory Language” protocol.

Note: This may take 15-45 minutes, depending on the amount of aberrations you identify and your analysis depth. The longer the analysis the higher the likelihood the prospect will close. If the client retorts “Hey, I thought you said 15 minutes,” respond with “Yes, on average, but you have many inconsistencies in your marketing protocol. And I think it is only fair to bring these critical missteps to your attention.”

Following your analysis, delineate two companies, along with their histories, that have prospered solely due to their marketing/language efficiency <Concrete>.

Followed by:

My normal retainer fee ranges from $2,000 - $5,000. I am running a promotional campaign for the next 60 days, at a discounted retainer of $999, provided that once you see that my revisions exceed your expectations, you send me referrals.

<Silence> Do not speak after you close. Look him/her in the eye, and wait for a response.

A few rebuttals will follow tomorrow. For in-person appointments, you are not going to tenaciously rebut “Not Interested” objections; only rebut other meritorious objections. After a few “Not Interested” objections, you are going to walk away if the client does not accede: “OK. Thank you for your time. We will be in touch.” And call the client back after one week to re-close.

In the future, your retainer fee will be commensurate with the amount of work needed, $2,000 - $5,000. For now, keep it at a simple $999, with a 50% down payment, until you have at least a dozen closed.

 

[:-)]

My list of ten would be:

1) Fallacies
2) Abstract language supported by concrete facts
3) Clear, succinct, informative language
4) Prospects, is it tailored to a specific market/demographic
5) Description, specific language devoid of generalisations
6) USP
7) Purpose
8) Benefits
9) Specific features (of flowers)
10) Your company (special history etc)

Then I shall remind the prospect how a marketing campaign turned the Skoda car company (once a joke here in the UK) into a viable competitor as well as another company maybe Old Spice, maybe another one.

Do I show the prospect the list with the Xs?

I'm assuming I quote £999 BPS.

Would you consider statements such as 'our friendly shop' and 'corporate flowers' as fallacies?


Also forgot to mention my sales credentials:


Numerous years lettings agent experience.
NLP practitioner course.

 

[BigSlick23]

If things are not going right turn left. QUICK lol

My best advice for you is to start developing yourself and start growing your comfort zone.

I can give you tons of advice, its best you just message me if you want I'll definitely help you out

 

[:-)]

My normal retainer fee ranges from $2,000 - $5,000. I am running a promotional campaign for the next 60 days, at a discounted retainer of $999, provided that once you see that my revisions exceed your expectations, you send me referrals.

.

One question. Considering any businessperson worth their salt is going to ask me what I've done previously and to see my portfolio, how do I justify my 'normal retainer fee' of £2,000-£5,000 when I don't have a portfolio or previous business copywriting experience?

If I approached you as a copywriter with no portfolio and stated this fee what would you honestly say to me?

 

[guru1000]

The Diagram

Ensure your diagram is conspicuously shown as you write. Also, next to each item, bullet the missteps which require revision. Be conscious of your writing space to effect this.

After analysis of the tenth item, circle each “X” and “Mandatory Language …” and draw a line connecting each “X” to “Mandatory Language …” This visually represents tossing these aberrances into the recycle bin.

Intro to Inner Game

Concrete # 1: I was a stockbrokers in my 20s. I’m not going to discuss monetary success, although it would lend more credence to what will follow, as it could be misconstrued an ego-centric anecdote.

Primarily, two types of brokers in the stock industry: (1) Multi-million dollar producers (“MDPs”); and (2) Bottom-feeders (“BFs”).

As first glance, the ostensible difference between the two was MDPs asked for million-dollar orders and BFs asked for $5,000 token trades.

Ironically, for the most part, the BFs were better educated, and their families of higher affluence. The pitch used, as well as the stock recommendations provided by in-house analysts, for MDPs and BFs were identical!

So what was the genuine material disparity between the two?

MDPs believed in their gargantuan value of unlimited potentiality, transcending their present, debilitating circumstance, thus not entertaining any trades beneath their perceived paradigm. The BFs, on the other hand, wanted just to get by; allowing unfavorable life circumstances to direct their thoughts and value, as well as dictate their standards of engagement.

The BFs weren’t a lesser breed. They were just controlled, and swallowed in whole, by their seemly, intransigent fate. Whereas, the MDPs asserted their perceived value: Never settled for life as it came; they’d grab hold and wrestle fate down to the ground, and take what they wanted.

Concrete #2: Steve Jobs before his Apple debut thought: “I’m going to build the greatest product in the world, and this product will be sold in every major retailer. This product will revolutionize the tech industry.”

Now, when did success actually manifest? When Apple produced billions in revenue—or—when the above thought manifested and transmuted to an obdurate conviction to be acted upon? (Abstract)

Your value is greater than a $5,000 retainer, despite your dearth of business experience. Contrary to what you mentioned earlier about your upbringing, your value is and will be as you great as the internal paradigms you carve! How do you quantify the value of an educated professional whose “genuine intention” is invested in your best interests? In today’s society, isn’t that “methodology of intention” an anomaly?

Is your intention grounded in making the quick buck or overhauling your clients’ literature to increase their revenue however, wherever, possible? Are you willing to pick up the phone at 2 a.m. to address client concerns? Are you willing to work 12-16 hour days, six days a week, in pursuit of your clients’ best interests? A loyal neophyte soldier is worth more than a seasoned traitor!

A $2,000 - $5,000 retainer is a token trade; your value is understated. Contrary here, you will accept token trades to re-invest into your business. And as your proliferate in your efforts, you will pursue larger companies and request larger orders.

Rebuttals will follow later today.