Hi,
Lately, I have joined a few groups for copywriters.
The common problem is that I don’t have enough clients.
They say that nothing is working. They could mail, build a website, and network on LinkedIn, yet nobody is hiring them.
If you’re looking on websites like Reddit, you’ll see similar posts. You’ll read, “I applied for 500 jobs, and nobody replied.”
Does this mean AI killed the copywriting market?
You’re doomed never to get a job?
Are you out of luck?
No.
Not at all.
It’s just a matter of strategy. The approach most people take doesn’t work.
You see, most freelancers have a mindset of “I’m a freelancer; hire me.” This leads to very small chances of actually working. Few people are in the market at any given time, and fewer will hire indiscriminately.
Business owners aren’t looking to hire anyone.
Contrary to popular belief, nobody wakes up in the morning thinking, “I need to hire a freelancer today for some indeterminate task, just in case…”
Business owners instead have problems to solve.
There are problems like low conversion, low deliverability, poor economics in their funnel, and more. These problems need solutions.
And that’s where you meet them. You create an offer that considers and solves people’s problems to the most significant degree possible.
What does “largest degree possible” mean? It means that you don’t want to solve a part of the problem but all of it as much as you can. I’ll give you an example.
You’re an email marketer.
Biz owners need emails, but they also need them delivered and not landed in spam. They need those emails implemented in their delivery services. They also need split tests for their subject lines.
So, you create an offer that considers all their needs. You make a list of problems that your target audience has…
… and then create a solution for every single one of them.
You add a value to each solution. You do value stacking. Then, you price the product 10% of the total value they’re getting. You’re going for a 10X price ladder.
I mentioned another important term here - the target audience.
You see, your chances of finding someone to hire you when talking to a general audience are small.
You want people who are in the market.
Or at least who has the problem you’re solving.
Ideally, you want people who have bought services before. And if possible, who bought high-priced services? And if you want the cream, services from you.
So, as professionals, stop approaching finding jobs as if applying for jobs in the offline world. It doesn’t work that way. You’re not applying at McDonalds. You’re a corporation of one selling a specific product in a competitive marketplace.
Act as it is.
Best regards,
Razvan Rogoz
PS: Photo by The Jopwell Collection on Unsplash
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