After 20+ years in this business, few comments really rattle me.

“The client wants a writer with XXX copywriting experience” is one of them.

It’s that dreaded moment when a client says they don’t care how well you write - they only want you if you’ve written to a specific market.

I wish I could simply lay out three hard and fast rules for overcoming this plague. If I could, I’d have titled this post “Three hard and fast rules for overcoming this plague.”

But I can’t.

See, some clients mean it. Others deem it a checklist item; something done to placate their boss.

It’s a significant hurdle, and the odds are often stacked against you. Still, I can offer you some hope in the form of a pair of hard and fast strategies that might work. First, there’s…

The Truth. It’s Worth a Try.

The truth shall set you free. Maybe the client too.

And basically, the truth is this: you don’t really need to know anything about the product you’re selling.

What you do need to know is how to write. How to persuade. And how to close the deal on paper, in black & white.

Today - with the Internet at your fingertips and the client willing to take your phone call - you can learn all you need to know, and rapidly too.

The idea here is “you don’t need the copywriter who happened to do an ostrich farm brochure. You need the copywriter who can increase your sales and sell your brand.”

An analogy is “you don’t want the best brain surgeon with experience operating on blonde left-handers. You want the best brain surgeon period.”

Simple and powerful. But if it doesn’t work, there’s always…

Hey - I’m the Value-Added Copywriter.

If you followed my advice and pitched yourself as a value-added copywriter, then you can tout your strategic prowess.

Try this: “Not only can I write your ostrich brochure, but I can show you four ways you can improve your sales conversion rate compared to your old brochure.”

That’s a good one. It appeals to their greedy side. There are many other examples.

You can offer to develop their messaging platform (which they probably lack). It aligns their marketing messages with their business goals, and helps maximize their marketing ROI.

You might also suggest they leverage their brochure content via other media channels.

Or ask them if the sales letter that accompanies the brochure contains the four essential elements of success. (They probably won’t even have a sales letter.)

There are plenty more. Because you’re simply finding the client’s marketing weaknesses and offering to shore them up.

You’re adding value beyond the words.

The Moral of the Ostrich Story

It’s ironic that - as a copywriter - the thing you often sell the least is your writing skill. There are a lot of writers out there. Some pretty good ones too.

If your work is good, then it’ll speak for itself - once you got it in front of the client. Adding value beyond the words sets you apart from the herd, and offers the market good, solid reasons to try you instead of another word slinger.

In this instance - when the client wants specific experience you don’t have - it might be your only chance.
[tags]engagement marketing, copy, copywriter, marketing[/tags]