A client recently asked me: "How Much For A Shock And Awe Pack?"
Now, to be fair I get asked this a lot.
When people ask questions like this I usually ask about, "what they are trying to achieve?" Then I ask about other deliverables such as lead generation materials - landing pages, phone scripts, sales letters, space ads, PPC ads? Do they have these in place? I also ask about follow up. Many times business owners neglect the follow up after the first step.
Actually, it was my business partner who had that asked of him and he didn't know how to respond.
We talked and he went back to the client and asked him about what he was hoping to achieve. It turns out that he didn't need a "shock and awe pack." He really didn't need anything of the sort. He needed a short sales letter (lift note) to get recipients to read a book that was already being mailed to the leads.
It's quite simple. Just because your clients think they need something doesn't mean they actually need it. This is why it always wise in this situation to go back to first principles and find out the specifics of the problem.
A 'Shock And Awe Pack' solves a very specific marketing problem. It may or may not solve your problem
You can make a hole with a chisel; however there are better tools for the job. A drill for example. Similarly, A Shock And Awe Pack might do the job however better tools are out there and can be created.
This is why I work back with clients to define the problem. It needs to be defined in mathematical terms usually. Leads cost you $300, what if we got 'em down to $150? What is that worth to you?
Now we are at a point where we can begin to talk about how we might achieve that goal.
It's a much more productive conversation rather than, "How much for As Shock and Awe Pack?" We can have a conversation about growing their business rather than thinking of ordering from me like a pizza shop.
'Pizza shop copywriters' usually know quite a bit about marketing too, but they usually refuse to share it with their clients. Shame really. It is the clients loss when they work this way.
Don't neglect the big picture while you go searching for solutions to your problems. The copy you need is determined by your big picture problems, not by what you look for.
Now, to be fair I get asked this a lot.
When people ask questions like this I usually ask about, "what they are trying to achieve?" Then I ask about other deliverables such as lead generation materials - landing pages, phone scripts, sales letters, space ads, PPC ads? Do they have these in place? I also ask about follow up. Many times business owners neglect the follow up after the first step.
Actually, it was my business partner who had that asked of him and he didn't know how to respond.
We talked and he went back to the client and asked him about what he was hoping to achieve. It turns out that he didn't need a "shock and awe pack." He really didn't need anything of the sort. He needed a short sales letter (lift note) to get recipients to read a book that was already being mailed to the leads.
It's quite simple. Just because your clients think they need something doesn't mean they actually need it. This is why it always wise in this situation to go back to first principles and find out the specifics of the problem.
A 'Shock And Awe Pack' solves a very specific marketing problem. It may or may not solve your problem
You can make a hole with a chisel; however there are better tools for the job. A drill for example. Similarly, A Shock And Awe Pack might do the job however better tools are out there and can be created.
This is why I work back with clients to define the problem. It needs to be defined in mathematical terms usually. Leads cost you $300, what if we got 'em down to $150? What is that worth to you?
Now we are at a point where we can begin to talk about how we might achieve that goal.
It's a much more productive conversation rather than, "How much for As Shock and Awe Pack?" We can have a conversation about growing their business rather than thinking of ordering from me like a pizza shop.
'Pizza shop copywriters' usually know quite a bit about marketing too, but they usually refuse to share it with their clients. Shame really. It is the clients loss when they work this way.
Don't neglect the big picture while you go searching for solutions to your problems. The copy you need is determined by your big picture problems, not by what you look for.
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