How You Can Promote Your Freelance Writing on Social Media

When I started freelance copywriting in 2016, I had zero clients.

 

I had zero professional writing experience.

 

I had zero sales experience.

 

Needless to say, I was a little nervous. (That’s an understatement. I was terrified.) I wasn’t sleeping well in those days, and I was constantly jittery because I was living on a diet of coffee and cigarettes. With nightmares every night and a constant feeling like I wasn’t getting anywhere in life, something had to change.

 

I had to learn how to do professional writing. I had to learn how to sell professional writing. And I had to straighten out the undisciplined mess of my life and make myself into something respectable.

 

Why am I telling you all this? It’s not because I’m trying to show off what I’ve done since then. It’s not because I love talking about myself. It’s not even because I’ve got a perverse love of sharing things I’m ashamed of.

 

I’m telling you this because if I can build a successful freelance writing business, you can too. It takes time and dedication. It takes patience, planning, and a lot of hard work. But if you really want to, you can live your freelance dreams.

 

If you make it happen, it won’t be a dream anymore.

 

Anyways, to business: I’m here to tell you about how to promote a freelance writing business on social media. What I had to learn with months of trial and error, I’m going to tell you right now. I’ve developed these strategies over the course of the last year and a half, and I’m still developing them even now.

 

With these methods, I’ve managed to build up a steady stream of traffic to my website. Some of the visitors to my site have chosen to contact me to hire my services. And some of those clients have become long-term partners.

 

It all starts with successfully driving traffic to your site. And today I’m going to tell you how to use social media to do that.

 

Put Together Your Customer Persona

What’s a customer persona, you ask?

 

It’s pretty simple, but it’s one of the most important concepts in marketing and copywriting, so you’re going to want to understand it perfectly. You’re a writer though, so it shouldn’t be too hard for you to catch on.

 

A customer persona is a detailed description of your ideal reader. You want to get to know this person in detail before you ever put your marketing plan together. You want to be able to know this person so well you could predict their thoughts.

 

Who is your ideal reader? What’s brought her to your website? What’s she worrying about right now, and what does she need to hear from you?

 

It’s important to know this stuff. Because you’re not writing for just anyone. You’re writing for one person. You’re writing for the one reader who will light up as soon as she reads what you’ve written. The person who’s heart will go pitter-patter just as soon as she sees your words.

 

Remember: you have to write as if you were talking to someone right across the table from you. That’s why you want to go to the effort to imagine this person in as much detail as you possibly can.

 

You need to be writing for someone you know well, in other words. This person is your friend. You need to be able to express a real and warm affection. We all feel a little oppressed by the roles we have to play in our jobs, in our lives, and in the world as a whole. We’re all longing for a connection that’s deeper and more real.

 

So take the time to get to know the kind of person you’re meant to work with. Take the time to learn what this person is afraid of. What this person wants. What this person dreams about at night.

 

Know their business needs. But above all, know their human needs. That’s how you learn how you can truly serve the people you’re meant to serve.

 

Marketing Your Website/Content—Draw Clients Passively

Now that you know who you’re reaching out to, you need to go on social media and find ways to reach them. I’ve gone in-depth about my methods on this in an earlier post, but I’ll give the short version here. This is the funnel I use to attract visitors to my site.

 

  1. Spread a wide net on Twitter
    • With Twitter, I try to get my content to reach as many eyeballs as possible.
    • One of the ways I do that is through posting links to my site, but also by sharing links to sites with great content.
    • I retweet content from people who retweet my content. That way we extend each other’s reach and multiply our effectiveness. (When freelancers work together, we can make things easier for all of us.)
    • Every once in a while I share a link inviting interested Twitter followers to follow a link to my LinkedIn account.
  2. Funnel the Twitter audience to LinkedIn
    • I accept the invitations from people who add me from Twitter, and I make an effort to get to know them.
    • I post links to my site, but I also share content I’ve found in other places. I make sure it’s the kind of thing that appeals to the people I’ve gotten to know in my customer persona.
    • It’s important to keep active in the LinkedIn community. I join groups, comment on posts, and share things I find valuable. Especially when I want to get to know someone better (we’ll talk about this later) I find little ways to help them. Everyone is going to like it when you “Like” or share a post for them, or even add a thoughtful comment with some clear thoughts and observations. It’s the things like that that set you out of the herd.
  3. Produce quality content
    • You’re going to need to put some content up somewhere. That could mean starting a website. It could mean doing long-form LinkedIn posts. It could mean starting an account on Medium. But you need some way of building up an audience and somewhere to direct them where they can take a look at your work.
    • Now, I mention creating quality content—that means writing the kind of thing your ideal customer would like to see. And as much as it pains me to say it, that means you can’t use this place to express yourself freely. You’re here to share valuable knowledge about how to do something. Believe me: I know how that pains you. (It sure pains me!) But the content you put on your site isn’t about you. It’s about your reader.

 

This is only the briefest outline of the kind of thing you’re going to need to get together to have a viable website, but it should give you an idea of the process.

 

When I was building my freelance writing business, one of the constant things I had to contend with was a constant feeling of being overwhelmed by all the things I had to do.

 

So if you’re feeling that way reading the outline I’ve put up there: don’t worry about it. What you’re seeing here is a refined process that I’ve built up over time. You can start slowly. When I was just starting out, I was just as overwhelmed as you are now.

 

Be real.

Direct Outreach—Find Clients Proactively

But let’s say you don’t have a ton of time to wait around for clients to come along organically. You’ve got to rustle up some new business fast.

 

Don’t worry about it. There are ways of doing that. So now I’m going to tell you how to get clients through direct outreach while you’re building your system for attracting clients passively.

 

First off: you need to get your list together.

 

What list is that? It’s the list of your prospects. These are the people you’re going to directly reach out to. You’ll want to know their business, their name, a good email address, and all of that. (There’s a lot that goes into that process, and I’ll tell you about it in a few weeks.) But beyond all those technical details, you’re going to want to know a little about the people you’re talking to as human beings.

 

It all comes back to what we were talking about with the customer persona. You want to make sure the people on your list match that customer persona pretty well. You could talk to everybody on God’s green earth without finding someone who matches your persona precisely, but you want to make sure you’re reaching out to the people you’d like to work with.

 

Now that you’ve got your list together, you need to put together the message you’re going to send them. It should be interesting, useful, and speak to their needs. Remember: the goal here isn’t to shoot them an email and immediately turn that into a sale. It’s to start a conversation.

 

Just a little side note here: sales becomes immensely easier if you don’t think of it as selling. It’s a mistake to frame the situation as, “I’ve got to make these sales, because if I don’t make these sales I won’t be able to eat, and if I can’t eat I’ll die, and if I die it’ll hurt a lot and people will probably make fun of me at my funeral…” When you’re selling, you’re trying to start a relationship. It’s a business relationship, sure, but on its most basic level it’s a relationship between two human beings.

 

So when you write your email, you don’t want to hide your intentions, but you also don’t want to overemphasize them. You come off as manipulative if you hide your intentions, but you come off as desperate if you push the sale too quickly.

 

The point is this: your prospects are smart and busy. If they’re interested in what you’ve got to offer, they’ll reach out to you. If not, they won’t. You have to let go of the outcome.

 

So you write up those emails and send them out. I’ll write a full blog post about this in a few weeks, but when you’re sending your emails you want to make sure you personalize them. Do you like getting obvious cookie-cutter copy/paste emails? Neither do your prospects.

 

Take the five minutes necessary to get to know a little about your prospects as people. Let that shine through in your emails. You’re reaching out to real human beings. Act like it.

 

Remember: You Can Do This

I realize you might be reading this and thinking, “Oh my God, how can I possibly do this?”

 

And it’s no wonder! This is a lot of information to process all at once, and it’s not easy to do all at once. But you can build up your systems day by day and eventually come up with something that works.

 

You don’t even have to quit your job to start out. You can start out small, only taking one or two clients at a time till you figure out how to freelance on a full-time basis.

 

Even though it can look overwhelming at the beginning, it’s not nearly as tough as it looks.

 

At the moment, you’re probably feeling some serious fear of the unknown. I bet you felt the same way before you learned how to ride a bike. Think about it: riding a bike is a complicated balancing act, and you probably had many accidents in the course of figuring it out. You probably had to have training wheels while you were learning.

 

But now you know how to ride a bike easily. You don’t even have to think about it. You just hop on the bike and you’re on your way, with the wind in your hair and your legs pumping up and down in time.

 

It’s just the same with freelancing. Start small. Build a small system that works, then expand it once you’ve done that. It’s not a dream. It’s something you can have if you commit to it.

 

Let me know if you have any questions or concerns about freelancing. I’m always trying to tailor this blog to your needs, so I’d appreciate the help.

 

And I know some of you don’t like to post publicly, so feel free to contact me by email at geofreycrow@crowcopywriting.com if you’d rather do it that way.

 

Good luck, and good copywriting!

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The 3 Crucial Rules for Beginning Copywriters

 

So you want to be a copywriter, eh? Join the club.

 

Copywriting means different things to different people. Some people write cheap, useless, badly-written blog posts for their clients and call that copywriting.

 

(Luckily their clients don’t pay them very well for their trouble, because they know what they’re buying.)

 

You don’t want to be that kind of copywriter, do you?

 

Of course not. And there’s no reason you should be! There’s no reason a clever, forward-thinking writer should have to work for peanuts. There’s no reason a clever, forward-thinking writer should have to work on projects that aren’t challenging or interesting. There’s no reason a clever, forward-thinking writer can’t make a very good living from freelance writing.

 

I hope you’re detecting a theme here. It’s clear as day: if you want to make a good living as a copywriter you’ve got to be clever and forward-thinking.

 

And what does that mean? Well, I’m glad you asked.

 

First off, it means becoming a copywriting master. It’s not enough to have run-of-the-mill skills and a run-of-the-mill plan. You need excellent skills and an excellent plan.

 

Would you go into battle without a plan and expect good results? Of course not. Then why would you go into your copywriting without a plan and expect good results?

 

I want you to imagine something: imagine you’re the most brilliant copywriter to ever live. Your words weave a magic spell that makes your reader helpless to resist you. Every line you put down is so perfect that your readers can hardly wait to throw their hard-earned greenbacks at you. You have such brilliant powers of persuasion that you can get anyone to do anything.

 

That’s a nice image, isn’t it?

 

Unfortunately, it’s impossible to write copy that’s that persuasive. You can’t write anything that’s going to convince people to buy something they never wanted in the first place. That would be wrong and unethical, first of all. And second of all it would take more persuasive power than any human being could possibly have.

 

No, friends, I’m not going to claim that good copywriting can spin straw into gold. You won’t be retiring to a beach house in Tahiti next week.

 

It won’t be easy. It won’t be overnight. It won’t even be automatic. But if you follow the principles I’m about to set out for you, you will be able to improve your copywriting.

 

And that’s the first step.

 

The Golden Rule of All Copywriting: Know Your Mark

Imagine you’re on vacation at the beach in Saint Augustine, Florida. You’re looking out at the iron-gray waters of the Atlantic, lying with your head up and a tasty drink at your side. You feel the sunlight on your skin, all shiny and warm in the afternoon.

 

You’re daydreaming about dolphins. You don’t have a care in the world. You wonder if you can find a service to let you ride a dolphin…

 

“Excuse me,” says a salesman who appears out of nowhere, “Would you be interested in buying a full-length winter parka?”

 

What do you say? Would you be interested?

 

Of course not! This guy doesn’t have a clue who you are or where he is. What’s he doing, interrupting a perfectly good day by asking you if you want to wear a winter parka? What an idiot!

 

You don’t sell winter parkas to vacationers on the beach in the middle of the summer.

 

It’s not that it’s a bad parka. It’s not that these people will never need a parka. It’s not even that they’re constitutionally opposed to buying a parka. It’s just that the salesman was clueless about context.

 

If you want your mark to buy from you, you’ve got to make contact with them when and where they’re receptive to your message.

 

People want to buy things. People like to buy things. But they don’t like to be sold to.

 

That’s why it’s your job to know who you’re dealing with, what they want, and how it’s going to help them. But most importantly, it’s your job to know these three things about your mark:

 

  1. What are their pain points? The mark who is on the point of buying from you has one big problem you can solve for them. They want to buy the reassurance that you know their pain and know how to resolve it. So you must understand their pain.

 

  1. What are their dreams? Maybe they want to retire to a nice place on Key West. Maybe they want to write pretty love poems every day. Maybe they want to be rich enough to buy the Earth itself. Whatever it is, you want to know what your mark wants and how buying from you will move them closer to their ultimate desire.

 

  1. What are their fears? Are they afraid of getting kicked out and having to live on the streets? Are they afraid of failing to live up to their potential? Are they afraid of missing out on the biggest chance of their lives? Sometimes people need their fears to encourage them to take action. Know their fears so you can deploy them when the time is right.

 

Action Step: Imagine your ideal client. With that client in mind, answer all three of the questions I just laid out. The more in-depth the better. (You can never have too much knowledge!) Write at least a paragraph in answer to each question. You’ll be surprised what you can already discover!

 

The Second (But Equally Important) Rule of Copywriting: Know Your Product

Let’s go back to your salesman on the beach. Just for the moment, let’s pretend you’re not entirely uninterested in what he has to say.

 

“What’s so great about that parka?” you ask.

 

“Well, uh…” the salesman says. He looks down at the parka in his hands. He scratches his nose. He says, “Well, it’s got really nice pockets!”

 

You’re not having any of this. “So does every parka I’ve ever seen. What’s so great about this one?”

 

Our salesman doesn’t know what to say. He doesn’t know his product. He only knows he wants this scenario to end with you holding the parka and him holding your cash.

 

A clever, forward-thinking copywriter always knows the product.

 

That means all the “dry, boring details.”

 

That means all the exciting benefits the product has.

 

That even means anticipating all the objections a prospect might have before purchasing.

 

You want to know your product so well that when you close your eyes you see the design specs on the back of your eyelids.

 

Okay, I’ll admit it: you don’t have to know it that well. Don’t tattoo any design specs to the inside of your eyelids. But you get the point.

 

In order to be an effective copywriter, you need to know the product you’re selling in detail. You need to know what it does. You need to know all the problems with it. You need to know.

 

A professional copywriter takes time to get to know the product. If it’s something you can try out for yourself, go ahead and do that. If it’s something (such as a staffing agency) that’s way beyond your needs as a freelance writer, take the time to get to know the process and the people.

 

Maybe you won’t use all this knowledge, directly. But it’s important to know this stuff, because it’s going to color your copy in ways you can’t anticipate.

 

I know that sounds vague, but you’re a writer. You know exactly what I mean. Sometimes when you’re writing, the spirit takes you and you end up producing a phrase you never thought you could have found before. And what’s true of writing a poem or a story is still true of copywriting: it’s when you fondle the details that you get your best results.

 

So get to know the details. Even if you don’t use them directly, the knowledge will come through in the authority of your tone.

 

Action Step: Imagine your ideal client again. Why are your copywriting services absolutely what your ideal client needs? Why might your ideal client object to buying from you? How do you plan on meeting those objections? Answer these questions, and you’ll be on the right track.

 

The Third (and Honestly the Most Important) Rule of Copywriting: Write the Best Words

Much as I’d like to return to our salesman on the beach, that analogy isn’t going to work here. I want to talk to you straight out, writer to writer.

 

Copywriting isn’t a form of expressive writing. You’re not here to express your personality or to develop your own unique style.

 

Copywriting is about writing the words that cause your reader to take action.

 

Every expressive writer’s heart sinks a little at those words. Believe me, I know that pain: when I put on my “copywriting hat” I have to take off my “novelist’s hat.” And I won’t lie to you. It stings a little.

 

It stings because I’m using words as tools instead of as a free play of expression. It’s worth it because it pushes my writing skills to the limits, so I learn things I never would have learned any other way. (Not to mention the fact that it pays the bills!)

 

The reason I’m telling you all this is because I want you to understand that copywriting is a different type of writing from any other. It’s as different from poetry or fiction as poetry or fiction are different from each other.

 

It’s got a different texture. It’s got a different structure. It’s got a different set of conventions and a different method of preparation.

 

You’ve got to learn how to make words cause action. When you put on your “copywriting hat,” you not only have to make your readers feel, but you’ve got to convince them to do something. It’s quite a challenge, and it gets harder every day.

 

You’ll have to seize your reader’s attention.

 

You’ll have to arouse your reader’s desire.

 

You’ll have to make your reader afraid of not acting.

 

And you’ll have to become the best at it. You’ll have to become so good at it that it becomes second nature. You’ll have to become so sure of yourself and your writing that it all comes off as if you’ve never felt a twinge of self-doubt in your life.

 

It’s quite a challenge. But if you can learn how to connect with your reader, you’ll be able to do things you’d never have thought you could.

 

You’ll be able to help people find solutions they’d never have been confident to seize otherwise.

 

You’ll be able to amaze your clients with your clever words.

 

And most importantly, you’ll be able to make that dream of making a good living from writing into a reality.

 

Let me know if you have any questions or concerns about copywriting. I’m always trying to tailor this blog to your needs, so I’d appreciate the help.

 

And I know some of you don’t like to post publicly, so feel free to contact me by email at geofreycrow@crowcopywriting.com if you’d rather do it that way.

 

Good luck, and good copywriting!

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How Can You Put Guest Posting to Work for You?

Every great blogger sits on the floor when typing. Obviously.

 

If you’ve been blogging or freelance writing for any length of time, you’ve probably heard about guest posting. Maybe you’ve thought about putting it to work for you but weren’t sure how to start.

 

If that sounds like you, you came to the right blog. I’ll let you know all you need to know about how to get started on guest posting, but before that I’ll help you figure out if it’s right for you.

 

Simply put, guest posting is when you write a blog post that appears on another blog. Usually it’s a more established blog with a regular audience, although this doesn’t necessarily have to be the case.

 

If you’re running a website and need to increase your visibility, guest posting can be a serious help. I’ll get more in-depth about the benefits of guest posting in the next section, but for now you need to know that guest posting will expand your network, increase your traffic, and improve your SEO rankings.

 

Guest posting can help establish your reputation or build your authority in your niche. It’s a tried and true method for getting your name out, and it’s got some serious benefits. So let’s get into some of those benefits, shall we?

 

Why do Guest Posting?

Like I said in the last section, guest posting has three main benefits. These are:

  • Expanding your network.
  • Increasing your site’s organic traffic.
  • Improving your site’s SEO rankings.

 

Expanding your network is an indirect benefit that comes from a guest posting strategy. Every blogger or website you work with in your niche becomes another possible source of referrals and recommendations. If you do a particularly good job on the post (or if it happens to go viral), they might even ask you to post again. That’s always a plus!

 

But the main reason most people are interested in guest posting is because they want to improve their site’s traffic and authority. Most guest posts do this by allowing you to include a do-follow link to your site and one or two of your social media accounts.

 

Of course, those links are going to bring you direct traffic, but they’re also (and perhaps more importantly) going to increase your SEO rankings. Particularly as you cement your reputation and start guest posting with more and more authority sites, you’re going to improve your rankings and draw in more search traffic.

 

So on the whole, the reason you do guest posting is the same as the reason you do any other kind of marketing: because you’re trying to get the right people interested in your offer.

Long-term Guest Post Strategy

Now, in a perfect world you’d be able to type up a guest post, send it to the highest-authority blog in your niche, and get your work appearing in all the hot blogs by this time next week.

 

Of course, that’s not the world we live in. In this world, great things have to start small.

 

So you have to start small. Don’t worry, you’ll get to the big leagues eventually, but you’ve got to start out guest posting for the blogs a little closer to your level.

 

Start out by writing up a list of the blogs in your niche you’d be most interested in blogging with. Then the ones you’re a little less interested in blogging with. Then the ones you’re a little less interested in than that.

 

The idea is that you want to get a list together where you’ve got a small number of top-tier blogs you’d like to write with on the top, a larger number of middle-level blogs below that, and a bunch of smaller (but still credible) blogs at the bottom.

 

If you’re feeling lucky, you can send your first post in to your top-tier blogs. If they won’t take it, try the middle level, and so on. In the long term, you want to be able to post with any of the top-tier blogs you want, because they’ll repay your efforts the most.

 

But you’ve got to start where you can. So start somewhere!

 

How to do Your Guest Post

Every blog is a little different, so I can only give you some basic guidelines here. When you’re ready to put your guest posting strategy to work, you start out by looking up the guidelines for the blog you’re interested in and follow them.

 

If anything I say here conflicts with the process for a blog you’re interested in, trust their process more than my words.

 

Generally, bloggers will want you to either reach out to them with a pitch before sending in your post, or else they’ll want you to send a full article. Whatever their preferences are, it’s a good bet that following them will give you the best odds of getting the guest post spot you’re after.

 

And I know this should really be obvious, but unfortunately I’ve got to say this: make sure your guest post is on a topic that’s relevant to the blog you’re interested in. No matter how good your article on woodpeckers is, it’s probably not going to be appropriate for a blog about retail selling.

 

Take a little time to acquaint yourself with the blog you’re interested in before you pitch them. It doesn’t’ take long, and it’s always worth your time.

Get the word out!

Interested in Guest Posting With Me?

Just in case you’re wondering, yes I do accept guest post pitches. Feel free to contact me at geofreycrow@crowcopywriting.com with any pitches that have to do with freelance writing. Please mark your pitch clearly with the subject line “Guest Post Pitch.” I’ll do my best to choose the best pitches and reply to you within a week at the latest.

 

Generally, I prefer guest posts that have to do with strategies you’ve used to successfully find freelance writing work in the past, although I will consider anything that’s got to do with the freelance writing life.

 

I hope you’ll find a lot of value in guest posting as a blogging strategy. It can work wonders for your website, and for freelancers it can be a wonderful way to spend those times when business is slow. Just pop out a few guest posts, and by the time they get posted you’ll have more clients than you know what to do with!

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How to Build Your Email List

Used correctly, email can be an amazing sales tool. Even in the social media age, email selling is the standard by which all digital marketing is judged.

 

If you’re new to digital marketing, it can be hard to tell where to start with your email selling. And with so much information out there on the subject, it can be hard to tell where to start!

 

Never fear. I’ll tell you what I’m going to do with this blog post: I’m going to come up with a short guide to how you can leverage your online presence into effective email selling that helps you to improve your service and learn about your ideal customers all at once.

 

Of course, I don’t want to hype this up too much. Email selling has been around a while, and it’s definitely not a quick fix method. But if you’re willing to put in the time and the effort to get a good email campaign going, you can turn this into a highly effective tool for driving sales.

 

So as you keep on reading I’ll let you know exactly how to leverage your website into an effective selling tool.

 

Build Traffic with Social Media

Naturally, this whole thing isn’t going to get off the ground until you get some traffic to your website. And while there are many ways to do that, we’re going to focus on social media here.

 

Social media is an indispensable tool for digital marketing. It’s often the first point of contact between you and the people you’re meant to serve.

 

With your social media efforts you’ve got two things you’re most interested in: driving traffic to your site and making connections with prospects and other networkers.

 

Now, this article isn’t about social media marketing, but the point here is that an effective social media strategy will drive plenty of traffic to your site. So you want to be visible on social media. You want to be posting, commenting, and engaging with people. Actively.

 

Of course, I can’t tell you exactly how you should do that. The thing about social media is that you’ve got to develop your own style. If you’re doing it the same way everybody else does it, you might as well not even be doing it.

 

All I can tell you for sure is that you should commit to at least posting once per day on every site you or your organization is on. That will force you to develop your own unique approach.

 

Attract Prospects to Your Site with Quality Content

But what’s the point of having the social media in the first place if you’re not driving traffic back to your site? And how are you going to drive traffic back to your site unless you’ve got some great content to show your followers?

 

Welcome to the wonderful world of content marketing.

 

So what’s content marketing? Well, the short answer is that it’s informational content on your site that attracts readers (or viewers, or listeners) and gives them useful information.

 

Blog posts. Videos. Podcasts. How-to articles. Ebooks. All of that is content marketing.

 

Let’s assume you’re using blog posts. You want to drive your ideal prospects to your site. How do you do that?

 

Well, you write content that matches what your prospects need to see when they’re ready to buy from you. You educate them about what they need to know in order to understand your offer and what it can do for them.

 

The best part of this strategy is that web content lasts a long time. With a solid posting schedule and a good content strategy, you can turn a small site into an authority site and a recognized thought leader in your industry.

 

Build Your List with Gated Content

So you’ve got your traffic flowing into your site with your content. Now what?

 

Now you want to convince those visitors that it’s worth their while to send you their email addresses. You want to open up that flow of communication and foster that relationship.

 

How do you do that? Gated content, of course!

 

Gated content is content that your prospect can only access after they’ve performed some action. It could be signing up for an account, subscribing for email updates, or any one of a million possible things. In this case we’re assuming you’re offering them something in return for their email address and permission to contact them.

 

So what do you offer them? It’s got to be something your ideal prospect would want, and which will help educate them about the value of your offer. My personal favorite kind of gated content is an eBook lead magnet. It could be a how-to guide or a valuable bit of data.

 

If you use a how-to guide, stick to a subject your prospect will be interested in. Let them know how to do something they’d like to be able to do on their own (even if you and I both know they should go ahead and hire you if they want the best results).

 

And After That?

Once you’ve got your lead magnet ready and got it building your list, you need to start sending out emails. This is another thing where you’re going to have to work out your own plans. At the very least, you should reach out to your email lists once every month. (If you contact them less than that, some of your subscribers might start to forget who you are, and unsubscribe just as soon as they see your emails.)

 

Try not to be too salesy with your emails. Unless you want to be. It’s important to find an approach that works for you and go with it. I’ve seen some people go as shamelessly salesy as it’s possible to be, and I’ve seen some people run their email marketing in a much more subtle way. It depends on your style.

 

The prospects you’re meant to find are the kind of people who will appreciate your style. So feel free to experiment until you find the voice that works. When it does, you’ll know.

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What are Case Studies? (Part 3 of 3)

 

We’ve spent the last couple of days talking about what case studies are and how you can create one. Now, that’s great and wonderful, but in the end there’s only one real question: what are you going to do with your case study once you’ve got it?

 

I think we can all agree that that’s the real question here.

 

And what’s the answer? Here’s the short answer: plenty. A well-written case study is a versatile marketing tool, so it’s not really limited to one use.

 

I’ve taken a little time to get together ten of the most common uses. But before I do that, I’ve got a little admission to make: a case study is usually only cost-effective in an industry where you’ve got a high Customer Lifetime Value. So if you’re selling bubble gum, you might want to move along.

 

Now that we’ve got that caveat out of the way, here’s our list:

 

  1. Build credibility for your solution.

This is the value of the interview. if you want to show your prospects why your business is great, who are they more likely to believe: you or your customers?

 

That’s pretty obvious, I know. If they’re going to be putting their money on the line for your solution, they’ll want to hear from your customers. They’ll want to hear about how your business has added real value.

 

With a case study, you’ve got an accessible and compelling way to demonstrate that value. And if you pepper your case study with the customer’s own words, you add another layer of trust and credibility.

 

  1. Prove your industry knowledge.

How many of you have ever had a prospect who was just perfect for your offer, but they kept dragging their feet and saying, “But I don’t know if it will work for me.”?

 

We’ve all been there before. And we’ve all wracked our brains now and again, trying to come up with a way to dissolve that resistance.

 

When your prospect reads your case study, they should see a person a lot like them, in a company a lot like theirs. That way, when they see how your solution worked for this other company, they’ll be able to understand how you can help them.

 

And if you can make it personal to them, you can build a relationship.

 

  1. Engage your prospect’s imagination.

We’ve talked about this before, but one of the most important things about a case study is that it’s a story.

 

Now why’s that so important? We’re all human beings, right? Well, as human beings we’ve evolved to pick up information through stories.

 

Why’s Harry Potter so popular? Why did Disney pay George Lucas a billion dollars for the rights to the Star Wars franchise? Why do people dress up in elaborate costumes to go see the latest Marvel movie?

 

Simple: because it’s a great story. With a case study, you have a chance to tell your prospects a great story.

 

Now, I know it probably won’t be anything as dramatic as stopping Voldemort or blowing up the Death Star, but your story has a drama and a value of its own. The people who are meant to work with you will recognize that drama and value.

 

But they’ll only recognize it if you get that case study.

 

  1. Educate your prospect about your offer’s value.

Let’s face it: sometimes your prospects don’t immediately understand the value of your offer.

 

Maybe it’s an older prospect who doesn’t understand your software. Maybe it’s a first-time business owner who can’t see why this equipment is necessary. Maybe it’s an executive who’s worried about passing up a major chance.

 

Here’s the thing: we’ve all got our areas of expertise, and sometimes you’ll be working with a prospect who needs your solution but just doesn’t get your offer.

 

With your case study in hand, you can show those prospects why your offer will help them. When they see the way your solution has resolved a problem similar to theirs, they’ll be much more interested in discussing what you can do for them.

 

  1. Accumulate social proof.

In his classic book Influence: the Psychology of Persuasion, Dr. Robert Cialdini spends a chapter on the concept of social proof. He says the principle of social proof “states that one means we use to determine what is correct is to find out what other people think is correct.”

 

So how does a case study create social proof? That’s simple enough. When you show your prospects that others like them have benefitted from your offer, it’s much easier to convince them they could benefit.

 

When you were a newcomer, it was hard to show a prospect the value of your solution. But now that you’ve built a base of loyal clients, you can leverage that social proof to scale your business.

 

Case studies are a way for you to get that leverage.

 

  1. Learn what your best customers value in your offer.

This is a bit of a hidden benefit, but if you think about it for a minute it makes a lot of sense. Think about it: if you’re trying to improve your business, what do you want to know?

 

That’s obvious, you think. You want to know about the problems customers have with your offer and what you can do to improve it. It stings to hear those customer complaints, but they’re awfully valuable, right?

 

That’s a good answer. But it’s not the whole story.

 

Of course you want to know what your unhappy customers think you’re doing wrong. But isn’t it at least as important to know what your happy customers think you’re doing right? Of course you want to know what you need to change. But isn’t it at least as important to know what needs to stay the same?

 

A solid case study can get you that information. Sure, it’s mostly a marketing tool. But it’s also a valuable insight into what excites your best customers.

 

  1. Repurpose your case studies (Both on- and offline).

Now, a lot of the things I’ve been talking about here are geared toward softening up a sales process. That’s definitely one of the strong points of a case study. But it’s not the only use, and more often than not it’s not even the main use.

 

Post your case studies on your website. Convert them into infographics and YouTube videos. Blog posts, podcasts, press releases, you name it! With a little extra work, you can get out feelers on all your marketing channels.

 

And when you do that, you can have a self-selected group of warm prospects approaching you. In that way, case studies make a great hammer in your marketing toolbox.

 

  1. Remind yourself what your business is all about.

Now, I know this isn’t really a business benefit. But doesn’t it happen sometimes that we forget what we’re in business for? We find that routine that works, and we fall into it so deep we lose track of what it’s all about.

 

It’s so easy to get caught up in the everyday. We get so caught up in running our businesses that we start to forget they’re about people.

 

Your business is about serving people, in the end. So sometimes the real value of the case study can be to show you the difference you’ve made. Because we’ve all got to take care of business, but in the end “taking care of business” is just another way of saying we take care of each other.

 

Business is about the relationships we form along the way. And at its best, a case study can be a way to remind us of that.

 

As always, thanks for reading and best of luck to you and your endeavors. Be sure to take a look at yesterday’s article if you want to know more about case studies. Feel free to get in touch if you’ve got any questions. You can reach me in my comment section, or if you like you can email me at geofreycrow@crowcopywriting.com.

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