Our Process

Many people come to a copywriter with no idea what to expect. Furthermore, they don't really understand what's involved. Sometimes, the only thing they ask is "What does it cost?" without really knowing what their own needs are.

A good copywriter won't immediately answer the question of "How much do you charge?" Instead, they will take the time to find out more about you, your product or service, and your market.

The first question is typically what are you selling? And that question is very important. A good copywriter will immediately check out the market to see if your project is viable. If research shows you have not picked a good niche, they should tell you immediately.

The Invisible Market

While attending a Jay Abraham seminar, a woman approached me and asked me to create a sales letter for a website dedicated to teaching xylophone music online. I immediately did a search of the market and found out there were only 2 searches for her product in the previous month. This was a clear sign she was not going to make money in this niche - ever.

Although the woman was very insistant, I would not accept a job that I knew was not going to be a success. It's a well known concept - you can not create a market. You can only tap in to an existing demand.

Once the strength of your market has been established, there will be questions about what you intend to sell. The copywriter may ask you what your USP is. Your Unique Selling Proposition is what sets you apart from the competition. In order to succeed in a market, you need to position yourself appropriately. The copywriter can help you find your USP.

Finding the Benefits of Your Product or Service

Expect a lot of questions about your product or service. If you plan to release a book, audio, or video program, you should expect to provide a copy to the copywriter so they can write intelligently about your product.

Once, one of my regular clients, the Internet guru Stephen Pierce, asked me to write the copy for his book Amazing Trading Plans. When I asked for a copy of the book, he couldn't understand why I needed it. I explained that I couldn't possibly write good copy without thoroughly knowing the product. My letter for his Forex book went on to make nearly $750,000.

Finding the Benefits of Your Product or Service

Before hiring a copywriter you must be sure they understand your market. Have they written successfully for this market before? What were the results? In a very short period of time you will be able to tell the difference between someone who is an expert or someone who is doing a very poor job pretending.

Most copywriters decline to write for certain markets. Ask the copywriter early in the game if they will write for your market. Respect their decision and integrity.

What Is Their Expertise?

Every copywriter has their own personal strengths and weaknesses. You should ask to see samples and be able to discuss them. Never be pressured into making a decision.

What Is The Cost?

Obviously, hiring an expert copywriter costs more than hiring a newbie. But the expert brings far more to the table than just writing skills. They should have a deep knowledge of marketing at the tip of their fingers. Here's a hint: when you find a copywriter who knows as much about your market as you do, it's probably a good match.

Good copywriters don't cost you money. They make you money. Bad copywriters may charge less but in the end, they cost you more.

If reading this makes you want to work with me, please give me a call at 561-395-7400 and my assistant Sandra will schedule a convenient time for us to discuss your needs.