Posted on Saturday, 8th March 2008 by CopywritingCat
“Here’s what I do. I help people who want to start a business. You know they’ve been in corporate life and now they want to go on their own. I help them with what they need. They need to get start-up capital…”Sometimes networking meetings are like watching paint dry.
Copywriting Q: “But where’s the pain?”
A. “They’re scared of going out on their own.”
Q. “Because…”
A. “They have bills to pay. They have a mortgage.”
Q. “OK, so why not jump right in: “I work with clients who are absolutely terrified of starting their own businesses. They have a great idea or maybe they have no choice - they just got laid off. But they have to keep feeding their families and putting food on the table…”
Some folks say you shouldn’t say “work with.” Some say you shouldn’t ever talk about solutions. Talk about problems and then wait to get asked, “Hey - that sounds like someone I know! How do you help?”
That’s less important. Copywriters will tell you to focus on your target’s pain and problems. People don’t hire resources when everything’s going great. And even if they do, they’re solving problems, like, “How can I be sure I get the best mansion on the hill?”
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Tags: copywriting, elevator speech, networking, Professional Services Marketing
Posted in copywriting, networking
