Getting your client, boss or bookkeeper to spring for talent is tough. Here’s how to make it easier:
1. Have a plan.
Come with vetted options and a “why” behind your request. If you have data showing current copy is floundering like a beached whale (or that your competitor’s is way better) bring that, too.
2. Change the conversation.
Don’t focus on cost in dollars. Talk costs of damaged reputations and lost sales.
“To customers, we are what we publish. If you were writing a report to our stakeholders, would you outsource it to the cheapest bidder?”
You’re not buying “content” – you’re investing in someone responsible for communicating your competence & core values. Your brand is in their hands – choose wisely.
Bonus: Mention cost-savings of long-term relationships. The writer…
- Will keep tone/voice consistent – (less rewrites and edits)
- Will be integrated with your processes (less hassle)
- Will turn work out more quickly (less delay)
- Will know how your audience responds (more sales!)
3. Show clients the difference.
Comb portfolios for samples and show them what they could sound like. Then, drop $10 on an article from oDesk. Add branding to both. Watch out for splatter: The comparison will blow their mind.
4. Start small.
Risky asks get rejected, so go low stakes. Don’t put every egg in one expensive basket. Propose small projects and let them witness what it’s like to work with a professional.
*This is my fifth post for “Short Month” – a challenge to provide the same value as a longer post in just 250 words or less. How am I doing? Let me know in the comments, or hit me up on Twitter @JoelKlettke!
