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I’m wondering how you handle new clients. What steps do you take to get to know them and begin working on their copywriting projects?
That’s an interesting question. I’m happy to share my process but you’ll need to decide for yourself whether my approach works for you. It’s different than most other copywriters I know.
Many of my peers choose to make clients for their copywriting services fill out a lengthy intake form. The form is typically 10-20 questions about the client’s business, goals, projects, etc. For most clients, it’s a time-consuming chore, but my peers swear by it, feeling it serves as a qualifier that separates the lookers from the buyers.
I choose to not make my clients fill out a client intake form (unless they specifically request one, which does happen occasionally). I believe that writing is a struggle for them or they don’t have time to do it; otherwise, they’d never have come to me for help with their copy in the first place.
Instead, I talk with my clients by phone or Zoom. I gather the same or more information as my peers — I have a questionnaire or cheat sheet that I keep close — but do so in a casual, relaxed conversation.
That chat also begins the relationship, allowing the client and me to get to know each other. I believe that process helps me to land more clients and establish the lines of communication. It also helps me do a better job on their copy because I get to know a bit about the client’s likes and dislikes, as well as their personality.
Finally, that initial call has helped me build up business with overseas companies. If English is not their first language, filling out a lengthy intake form in writing can be an insurmountable hurdle. Why put them through that, especially when they’re probably quite articulate talking about their business.
At the root of everything I do in my business is a desire to solve my client’s problems, not create hurdles for them to overcome. I shy away from anything that causes friction. I much prefer to make it easy for clients to buy my services. Some might say I make it too easy and therefore end up with some not-so-great clients, but that’s a risk I’m willing to take.