Not long ago, one of my coaching clients came across a LinkedIn post that blew a hole in her confidence.
The post was from a copywriter with a PhD in her subject area. He was promising to “increase sales conversions by XYZ” among other things.
This post caused my coaching client to question herself.
Is this what clients really want — a writer or copywriter who can deliver very tangible sales results quickly? Is this what she needs to do to get ahead in her business?
I should mention that this coaching client is no slouch. She’s an expert in her field with excellent experience and relevant education.
But at the same time, she doesn’t know much about funnels, conversions, sales and targeting.
Does she need to know all that stuff to take her business to the next level?
Does she really need to become a hardcore conversion copywriter?
The short answer is “no.”
Don’t Chase After Others
But first, let me start with a note of caution.
When you see people doing things differently from you, it’s human nature to question yourself.
It raises doubts.
But chasing after others is a recipe for unhappiness.
Instead, pause, take a breath and consider what the person is doing more carefully.
Does it fit with your goals? Would it make sense to adopt some aspects of what they’re doing? Is there something here you can learn?
If so, great!
But it’s also okay if there’s nothing there for you.
Because they may be doing things differently from you. Yet that doesn’t mean they’re doing things better.
Don’t Compare Apples to Oranges
Back to the “increase sales conversions” post that had my client questioning herself.
When we talk about content marketing and conversion copywriting, we’re talking about two different things.
Think of it this way: In order for a sale to be made, you have to get clients from 0% (i.e. the prospect has no awareness of the problem) to 100% (i.e. the prospect has decided to purchase your product or service).
The job of content marketing is to get people to, say, the 80% mark.
Your content should help to educate, inform and persuade prospects. You’re setting the stage for a conversion.
Once prospects are at somewhere around the 80% mark, it’s the job of the sales team (and their conversion copywriters) to take over and get people to the finish line.
The guy who caused my coaching client to question herself is operating in that next phase of the process — the 80%-plus level. And yes, that level can require a different skill set.
But the good news is you don’t have to go there if you don’t want to.
You might be perfectly happy to continue to work in the “educate, inform and persuade” sub-80% arena. And there’s nothing wrong with that!
Take Your Business to the Next Level
I hope I’ve convinced you that you don’t need to become a conversion copywriter to take your business to the next level.
Start to understand their business goals. Look at their marketing objectives. Develop strategies and plans to create content that will support those goals.
Strategy and planning are your best opportunity to become “more than a writer” to your clients.
And you won’t have to talk sales funnels or conversions to do it.
By the way … whenever you’re ready, here are 4 ways I can help you grow your freelance business:
1. Grab a free copy of my book for ESTABLISHED writers/copywriters.
You’ll discover how to quickly and predictably reawaken dead leads, generate new client opportunities and convert not-yet-ready prospects into freelance writing clients. — Click Here
2. Download a free copy of my new book for writers who are NEW to freelancing.
I’ll show you the 3 things you need to do to get your business off the ground safely and land your first paying client faster. — Click Here
3. Join my implementation program and be a case study.
I’m putting together a new implementation group this month. If you’d like to work with me to grow your income quickly with better clients (and become one of my new success stories). Just email me at [email protected] and put “Case Study” in the subject line.
4. Get a 1:1 strategy call with me.
Are you a 6-figure writer who’s trying to earn more in less time with less stress? Let’s jump on a quick call and brainstorm some ideas for getting you there. Just email me at [email protected] and put “Brainstorm” in the subject line.