Here’s the stupidest things freelance copywriters and clients do…

face600It’s really bonehead…

But clients routinely leave their best money on the table.

How so?

By ignoring their customers.

I know it sounds preposterous, but it’s true.

Anyone who’s been a copywriter or in the direct response marketing field for very long knows that the vast majority of businesses spend most of their money and time chasing new business…

…while ignoring the business they’ve already captured.

But it costs a lot more to acquire a new customer than to upsell or cross-sell a converted customer… so why would smart businesses take converted customers for granted while chasing after new stuff?

The answer is this: It’s just human nature. We want what we don’t have. The thrill of the chase never goes away. Landing more customers or clients seems more important than doing the more boring work of servicing the converted.

For copywriters, this means asking what you’re doing to retain your client. Turn them on to an article that can help them? Throw an idea into an email?

A very successful copywriter I know uses the “ideas” tactic. On a regular basis he sends his clients ideas. They rarely jump on them but they do often say, “Oh that reminds me… we need another case study” (white paper, sales letter, etc.).

For businesses… where is your VIP program? Your program for loving those who love you already? They’re worth SO much more than the new kids you bring in!

Ask your client what she’s doing for her best, most profitable customers. The answer is usually, “not enough.” Offer to help her put together a campaign that goes for the gold just sitting there waiting to be mined.

She’ll be impressed by your marketing acumen. And you could wind up with work you literally created!

© 2016 Chris Marlow, All Rights Reserved

About Chris Marlow

The original copywriter's coach, Chris Marlow has worked with copywriters since 2003. Her acclaimed Marlow Marketing Method™ Client Acquisition Course has produced hundreds of successful copywriters. Chris' S.S. Treasure Hunt membership site not only houses this course but four more on the subjects of Copywriting, Advanced Copywriting, Productivity, and Closing Clients. The S.S. Treasure Hunt also contains the world's only statistical pricing database for about 100 copywriting jobs. Chris has put together this resource to give copywriters everything they need to succeed — and nothing they don't. Chris is committed to helping copywriters focus on what's important, saving them from the time- and money-wasting Bright Shiny Object Syndrome so prevalent on the Internet.

5 Responses to Here’s the stupidest things freelance copywriters and clients do…

  1. Ash May 23, 2016 at 11:02 am #

    So true, so very true. As Tiffany said, the thrill of the chase is more exciting than dealing with a client you already know their disposition (good or bad).

  2. Tiffany April 26, 2016 at 8:28 pm #

    This is a great tip. I admit to getting caught up in the thrill of the chase myself! Will file this one away for later.

    • Chris April 26, 2016 at 9:02 pm #

      Hi Tiffany… it’s logic versus emotion… servicing clients is more boring than landing a new one and we are all guilty of that, LOL! Thanks for weighing in.

  3. Billy Thomas March 29, 2016 at 9:07 pm #

    Thanks for the article and your emails. A prior email about creating a cover page and linkable table of contents inspired me to watch some youtube videos to get up to speed. Now I have these skills, in addition to learning a little e-book publishing. Thanks again, and keep sending.

    • Chris March 29, 2016 at 9:16 pm #

      Hi Billy — I love getting royalties on my writing but there is quite a bit that goes into it! More than it looks like LOL. Thanks for letting me know that my emails help. Feedback like this keeps me at it. Truly!

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