Prior to my family emergency, I promised you the results of my recent new client pitch — the culmination of several posts about picking and pitching the clients you want to work for (instead of letting clients pick you).
Lumpy mailers have gotten a bad rap; some feel they’re misleading (a sheet of bubble wrap in credit card mailers is generating bad press), but in this case, we’re delivering something of value (even if it’s just fun), and I’ve never once heard a complaint.
In the age of badly written email and hair-trigger attention spans, a lumpy mailer is pure power.
This time I sent two high-value prospects a pair of chattering teeth (yes, it’s a communications theme, and yes — I have a box of the things sitting on a shelf).
Attached to the teeth was a card laying out the benefits of my proposed program.
One prospect immediately called for a meeting, and last Friday, we met.
I pitched an engagement/membership program, and at first, the client was skeptical. Then she grew very interested.
Frankly, you have to be prepared for this; unlike the clients who seek you out — presumably after identifying a need for your services — prospecting on your own means pitching people who don’t necessarily think they need your help.
In short, the prospect requires a little education, and you don’t have much time to do the educating.
In this case, the client liked what she heard. At the risk of bragging, I wasn’t that surprised.
Copywriters often fear they have little to offer (it’s the most common fear among newer copywriters).
They’re typically wrong about that, but in my case, I’m very comfortable pitching engagement marketing to marketing professionals. This client responded to that pitch.
How do I know?
For starters, our one-hour meeting ran 2.5 hours, and the walk back to the office (from the cafe) was repeatedly interrupted by stops (she wanted to go over more possibilities).
I didn’t walk away with a signed work order, but I’m now the proud owner of a prospect deeply interested in the kind of project I want to write — one who asked me for a detailed proposal.
How about you; have you picked a small handful of clients you want to work for and then pitched them?
If not, why not?
Let me help; take 60 seconds to sit down and hand-write a list of the four companies/organizations/causes you’d kill to work for.
There. You just started the process. I already laid out the next few steps. So what are you waiting for?
Keep writing, Tom Chandler.