How A Freelancer Should Position Him/herself… And How To Avoid Hiring A Semi-Pro…

This was an interesting discussion.

Something Vin talked about was positioning yourself as a content writer versus a sales copywriter because content isn’t really valued, especially when it comes to paid products.

This is absolutely true in my experience. Typically, marketers don’t put a high value on product content. And, often, they don’t have to. Truth is, they sell a lot even with a mediocre or poorly done product (though, yes, they could be making a lot more).

BUT… here’s the other thing… just imagine what happens when the product creator:

* Uncovers and reveals proprietary information nobody else has
(ex. A dog trainer’s proven system or a unique traffic generation system)

* Proves the content works
(ex. Create case-studies or gather testimonials yourself)

* Offers on-going training to your client’s customers
(ex. Hosts or create material for webinars for the client)

* Presents the content in a way that’s not only compelling…
but motivates the prospect to action (creates a product that generates results).

* Tests the content and improves it based on real-world results

* Solves a pressing problem the hungry market is after

In other words, these are the ingredients necessary to create killer copy. How much would product content that does this be worth? If you can provide these things, you’re now paid far more top sales copywriters like Vin.

You bring an incredibly valuable widget to the table.

Anyway, thought I’d mention this… because there is money in content. Great content/products is where the best sales copy comes from.

@Vin Montello:

Yep… I think an important question both copywriter and marketers need to consider is “what is quality work/the objective of the work?”

Is it having great spelling and grammar? Or having the perfect length? What about creating a salesletter page that looks how it’s “supposed to”?

Or, on the other hand, is it content or sales copy that helps bring-in a specific result?

So, my point being, writers of any stripe need to think in terms of how can I offer results-based services (at a higher price, of course)…

For instance, marketers may not want to hire a content writer, but they do want to hire one if they can get a hit product out of him or her.

And marketers need to think in terms of how can I help facilitate the creation of results-based work? (hint: give your writers the investments of time, money, resources, and direction to do so).

After all, if you give somebody $47, a 3 day turnaround deadline, and tell them to “get to it”, even for the best copywriter in the world, this does not leave a lot of room for the writer to cross his or her “T’s” and dot the “I’s”. Nor, is this sustainable. What’s more, it pushes the writer to have an “assembly line” mindset where not much thought goes into the long-term.

>>>Even in copy you have guys offering $49 sales letters and you have guys charging 30K. >>>One of them has a shot at being worth it and it’s probably not the $49 guy.

Exactly. I love this line. What I just said put simply.

As a service to your client, there’s a deep “value add” in being able to at least recommend people who can take care of every part of the marketing funnel, even if you have no wish to do it all yourself.

No harm in seeking out win-win referral relationships with people who are true talents in these other areas you’re not keen to work in.

— Ross

Lucky number: 8

Safe travels, Vin.

— Ross

Hey Josh, I live even closer to you than Vin does. I’m near Kingsport in Northeastern TN.

The phone interview as always, is good. I have a few questions though.

What about when you were new to marketing and copywriting, Vin? Someone had to take a chance on you. Everyone has to start out as the new guy. Sure, be careful, do your research and maybe give the new guy or gal a small piece of the pie so you can see how they actually do, before trusting them with bigger items.

Or is my line of thinking wrong? What about your students? They’re newish, but I’m sure marketers could not go wrong hiring any one of your students. Or are you saying, don’t go with someone you don’t know? Instead get to know them and their track record.

But what about the new guys and gals out there that are good? Maybe this would be a good topic to cover sometime.

Also there can be great content writers out there, but the word has become like a dirty word that connotes a sleazy hack writer. So it does make sense to emphasize copywriting or other aspects of writing that draws more respect from marketers. As a freelance writer who writes a newspaper column and who is trying to break into magazine writing, I look at content differently. I write great article content, but if I’m going to market myself effectively I need to put my skills into terms that demand respect and hopefully, more money.

I may think of myself as a good content writer, but it doesn’t matter what I think. I’m not marketing to myself. It matters what the market thinks. You have to market to them on terms they understand and respect.

Vin, I love what you said about subheads. I never thought of them in that light before. That is cool and I plan to incorporate what you’ve said about them.

Hans, I think you’re spot on. Quality matters and how you position (market) yourself matters.

I’m taking a lot of good stuff away from the interview and the discussion.

Vin, you gotta play #13. No kidding. It’s my lucky number. I have extraordinary good luck with 13.

Vin,
I’m sorry. I didn’t mean to imply you were putting down newbies. I couldn’t let that one comment go about going with those who have experience. As I was posting I came to realize what you were getting at. I should know you better than that.

Positioning is very important. It’s how you want to look to your market. I may know I can write good content that will knock your socks off, if it’s a topic I know or like; but my market may not know there are good content writers. I have to listen to them and get a feel for what they want in terms they respect. I really get what you said about that. And it resonates a lot with me.

If someone looks good but is a no-name to you, you definitely need to do your research out to check this person out, check their references, and their samples to be sure they’re not being bogus. That way you come to know them and who they are. That’s when they become a “known” name to you. I get that’s what you were saying too. I agree wholeheartedly.

I get what you’re saying about content writers. A good one needs to do more than that so they can command the respect and bigger bucks out there. You’re right. There are winners in that group. But the smart ones will figure out they’ll get more respect and bucks by packaging and marketing themselves in a better light. I realize that’s what you’re saying.

That’s a cool deal about Hans. One of these days I’ve gotta save my money and become one of your students. I love the way you write and market.

I’m sorry about earlier. I was in one of my snarky moods. I really know you’d never put down newbies. Am I forgiven?

Hey Vin,
How’d it go in Vegas? Hot and dry? Did you come back like 50 times as rich as when you left?
Dot