Divine Write Copywriting Forum

THE SIX BENEFITS

The six benefits people want from anything they buy are:

- S SAFETY reliable, good investment, no danger

- P PERFORMANCE able to do the job every time

- A APPEARANCE looks good, reflects well on me

- C COMFORT feels good, easy to use

- E ECONOMY value for money, reasonable price

- D DURABILITY quality product, company backing

These benefits or equivalents can be applied to all products and services. What needs to be determined is the particular benefits being sought by clients on each occasion.

I have found that from your fantastic list that economy is the biggest factor. Most people want to know upfront what it will cost them.

Can anyone give me some advice about how they take charge of a phone conversation/cold call, when the client is set on talking money, when as a copywriter I want to sell their benefits, which justifies the costs?

Hey Imaginewriter,

Congrats on having the courage to cold call. It's definitely one of the hardest things to do. When I first came to Sydney I did some of that. I didn't get too many overly-rude people, but not many "yeses" either. But I got some, and that was enough to get me started.

I found the best thing to focus on was not to sell my copywriting services, but JUST to sell an appointment - i.e. to just get them to agree to SEE me, and let me show them my work (samples, etc).

One of my biggest breaks came from calling other copywriters I found in the Yellow Pages, to offer my help with any overflow work they had. I ended up calling a lady (who's now become a friend) who felt she was a good general business writer, but not confident at creative work, which I was. So I sent her samples, she liked them, and then sent my details to ALL her clients! What a godsend! I got a few long-term clients out of that. Referrals are brilliant.

All the best,

Paul