I never promise results to prospective clients.
That’s a terrible idea for a myriad of reasons.❌
First, as a copywriter, you have no clue if what you write will work or not.✍️
That’s true whether you’re me (Stefan) or you’re a first-timer.
Personally, I like to say that I bat around .500 when it comes to sales letters…
Note, this doesn’t mean the copy is perfect – it could still usually be optimized…
But it means there’s a 50% chance my sales copy will be profitable for the client from the first day they deploy it…
And that also means that HALF the time, my copy won’t be profitable for the client right away, and I’ll need to work with them to optimize it.
Seems weird to “admit” this…
Yet, the fact that I bat .500 is what makes me the best active copywriter alive today…
Because success in copywriting is very similar to success as a Major League Baseball Hitter…
Where, if you were to bat even .300…
You could have a 20+ year career and make a ton of money…
And if you were to bat .400…
That means you’d be in the Hall of Fame as one of the absolute best to ever play the game.
So anyways, the point here is:
Even though I’m super good at writing copy, I still miss half the time…🤷♂️
Which is why I don’t sit around promising my clients results.🚫
Instead, what I tell them is as follows:
“The reason I charge $50k is because of my consistency. While it’s not guaranteed I’m going to write you a hit, the chances are much higher that this will be the outcome then when you hire another copywriter.”
Think about it…
And I give my clients a home run sales letter 50% of the time…
It makes a lot more sense to go with me rather than the other writer if you can afford my rates.
That’s not just because the chances of my copy being successful are higher…
But also because there’s the opportunity cost that I'm saving you money on too.
Every sales letter a client tests has to go through production, legal, design, funnel dev, etc…
Those things suck up resources like time, money, and attention…
So if the probability of my sales letter being a winner is 2x what another copywriter’s is…
That means the odds that you’ll have to waste money and resources on building out multiple sales letters are drastically lower if you go with me.
Does that make sense?
It’s a bit mathematical, but it’s important…
Lastly, you should know that pretty much all of the big clients out there hate when a copywriter hits them up promising to “double their conversions” or “crush their control”, etc.
I thought this was obvious, but it was a big takeaway for several people on a development call recently…
And I guess I understand.
You might feel like you need to project confidence – and you’re right…
But there’s a huge difference between saying “I’m a great copywriter who is hungry and driven, and I feel confident I can beat your control”…
And saying: “I’m going to CRUSH your control and double your conversions bro!”
The first is sexy…
The second is NOOB-ISH. You don’t know s*** about their control. Maybe that control is the result of $10MM of traffic, split-testing, and A-List Copywriters…
So when you show up with little-to-no-experience, making big promises…
It just reeks of folly and foolishness, and it’s a major turn-off for prospective clients.
Got it?
– SPG
P.S. This post originally came from an email I sent to my private list. If you want to see more stuff like this from me, you can apply to join my list using this link
