Want to know the secret to closing more deals and landing more clients?
It’s all in your pitch.
What do you say when you talk to prospects (or chat with them on the phone?)
Do you say something like, “I’m a freelance writer with over four years experience. I write B2B copy and I specialize in web pages and blog posts.”?
Or do you say, “I transform existing B2B content into top-positioned and high-converting copy. My clients typically see a 25-60% increase in leads after my rewrites. I can work with your team as an outsourced partner or develop the content strategy for you.”
See the difference? One version pops with beefy benefit statements while the other version just … fizzles.
Many freelance writers are experts at creating USPs (unique selling propositions) for their clients. They can easily pinpoint exactly what makes their clients cool and what sets them apart.
However, these same super-smart writers get stuck when it comes to their own USPs. This is a huge disconnect. After all, there are thousands of other writers out there. You want to focus on what makes you unique. What you bring to the table. What makes you so good.
What makes you the writing expert that the client should hire? Right now.
The secret to wowing prospects and converting them into clients is to have a refined, sharp and snappy USP. You’ve created them for your clients. Now it’s time to create one for yourself. A really good one.
Want to stand out? Here are some things to think about:
1. What past successes have you had? How have you increased your past clients’ conversion rates?
2. What specialized training do you have? Can you offer a service (such as copy testing) that other writers don’t offer?
3. Who is your target customer? What are their pain points and how can you help them go away?
4. What makes you different than all the other writers out there. Hint: It’s not “excellent customer service” or “attention to details.” All writers can and will say that. Think outside the box.
5. Do you have a deep expertise in a certain subject matter? This is a big deal, especially in regulated industries.
6. Do you package your services in a way that would be beneficial to your customers?
Feeling stuck? Ask another writer to help. Chances are she/he can pick your brain and develop a brilliant USP statement for you.
(And yes, you still need a USP, even if you’re brand new to the business. You may not be able to break out the beefy benefits yet, but you can certainly come up with something.)
Try tweaking your USP and see how it resonates with your prospects. Chances are, you’ll soon be closing more deals and making more money.
It’s all in the pitch. :)
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