It sometimes seems like the stars have to align to land a new client.
Think about it. Four things have to happen at the same time:
- The prospective client has to have a problem.
- They have to understand the nature or impact of that problem.
- They have to recognize it’s urgent.
- You have to be top of mind as a possible solution.
What are the odds of that happening?
Fortunately, there is a way to improve on those odds. It’s called a “super signature.
Enter the Super Signature
Most of us in marketing are familiar with the call-to-action (CTA). It’s basically the bit of copy at the end of a sales page, newsletter, etc. where you tell the reader what action to take.
Most CTAs are pretty simple, such as “buy now” or “learn more.”
A super signature is like a CTA on steroids. It’s a concept developed and promoted by the brilliant marketing consultant Dean Jackson.
And it’s a way to:
- Continually offer value in a variety of ways
- Communicate that value to your audience
- Talk about that value often.
What does this look like in practice?
Well, rather than including a single CTA at the end of a piece of content, you offer two, three or even four CTAs.
It’s a way to offer a solution to different audiences with different needs at different times.
I do this all the time with my email newsletter. At the end of each email, I’ll include something like this:
By the way … whenever you’re ready, here are 4 ways I can help you grow your freelance business:
- Grab a copy of my book for ESTABLISHED writers.
You’ll discover a different way to think about your challenges during this crisis. Plus you’ll get clear recommendations to get you through the storm safely … and to come out the other side stronger than ever. — Click Here
- Download a free copy of my 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
- 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 hit reply and put “Case Study” in the subject line.
- Work with me privately.
If you’re a 6-figure writer who’s trying to earn more in less time, with less stress, I might be able to help you get there faster than you think. Just hit reply, put “Breakthrough” in the subject line, and I’ll get back to you with more details.
I change my super signature a few times a year. This is no longer my current one. But as you can see in this example, I’m offering four different solutions to three different audiences with different needs.
I’m offering something to established writers, new freelance writers and six-figure writers—the different audiences I was serving at the time.
What Should You Put in Your Super Signature?
Generally, you should target two different groups of prospective clients: those who are ready to “buy” and those who aren’t yet ready.
For prospective clients who ARE ready to buy, you could make some of the following offers:
- A free consultation
- A roadmapping engagement
- Some kind of audit or teardown service
- Some other kind of productized service.
You could also just put out a straightforward: “hire me now to help you in this particular area….”
Whatever you pick, don’t be shy about it. Be bold about encouraging them to hire you.
For prospective clients who aren’t yet ready to buy, you could offer a lead magnet that they can download. Preferably, you would have this content gated so you could collect their email address (with their permission) and use it to nurture their interest overtime with additional content.
The lead magnet can be a checklist, cheat sheet, process map, quiz, scorecard, self-assessment, etc.
Don’t Wait for the Stars to Align
Fortunately, you don’t have to wait for all the stars to align in order to land new clients—nor should you.
You can take steps to improve your odds of landing new clients. And the super signature is a great way to do it.
By the way… whenever you’re ready, here are 3 ways I can help you grow your freelance business:
1. Grab a free copy of my book.
It’s called Earn More in Less Time: The Proven Mindset, Strategies and Actions to Prosper as a Freelance Writer. The title says it all. 😉 — Click Here
2. Join my implementation program and be a case study.
I’m putting together a new implementation group this month. If you’re earning $5k+/month (or the part-time equivalent) from your freelance business … and you’d like to grow your income quickly with better clients … just email me at [email protected] and put “Case Study” in the subject line.
3. Work with me privately.
If you’re a 6-figure writer who’s trying to earn more in less time, with less stress, I might be able to help you get there faster than you think. Just email me at [email protected] and put “Breakthrough” in the subject line, and I’ll get back to you with more details.