A very good article on client-targeting for copywriters. But it has much wider applications to multiple fields of career and business pursuits.
When you first hang out your copywriting shingle, you’re excited. You’re eager to show the world your new skills and start making money. Yet, many beginning copywriters lack a critical skill in these early days.
It’s the skill of “qualifying” your prospects. Developing this skill is crucial for your bank account, your enthusiasm, and your sanity. The faster you realize it, the sooner you’ll be profitable.
Why “People Who Eat” is a Not a Target Audience
A food and wine marketer I know said one of her clients described her target market as “people who eat.” Hmmm … what do you think? While everyone eats, everyone is not interested in taking gourmet-cooking classes. Even if they are interested, they may not have the time or the money. So “everyone who eats,” is not a prospect.
Do you see the difference?
Now, let’s turn to the beginning copywriter who thinks “everyone” is their prospect. Have you ever thought that every business around you needed your marketing help? Better yet, that they wanted your marketing help and were ready and willing to pay for it?
There was a time I believed this. Luckily, I got on board with reality fairly quickly.
But I hear this notion from my fellow freelancers all the time. Complaints from a graphic designer who keeps asking me how to get clients. Questions from a new copywriter who wants to know how to find clients to pay her.
I respond with the same parameters I’ve used to refine my business as I grow…