I came across a wonderful technique from Ed Gandia (copywriter, author, speaker and coach) that helps answer the dilemma of not having specific samples to show a client.
Here’s the scenario: your prospective client is a dentist, for example, and while you’re pitching your service, the prospect asks if you have any experience working with businesses like his.
You could just say “no” and walk away. Instead, Gandia offers this alternative: the triangulation technique.
The Triangulation Technique
The steps of the Triangulation Technique are as follows, in this order:
- The client wants a project done and asks if you have specific experience in their field. You don’t.
- You tell the client what you DO have and have done, and offer examples.
- You justify why you will do a great job and ask for the sale.
1. Tell Them What You DO Have
Instead, of “no,” you answer, “I don’t have that specific experience…but here’s what I DO have that will enable me to do a good job.” Proceed to show specific examples that would relate to this type of job–even if it was in a different field.
2. Justify Why You’re the Right Choice
Demonstrate how your background and knowledge enables you to do a better job than perhaps someone who didn’t have that skill and knowledge set. Show examples of work similar to what they need. Exhibit expertise in the form of education, training, awards, jobs and happy client testimonials.
3. Ask for the Sale
Close by saying someting like, “I just need the opportunity and I promise that you’ll be very happy with the result.” Ask for the sale with an open-ended question like, “When can we get started?”
If the prospect still balks at hiring you, offer a partial project to “try you out,” or assure the client that they will be able to review your work at various stages. Ask how you CAN help them solve their problem, which they obviously have, because they came to you for help.
It’s really all about the confidence the prospect has that you will get the job done. By proving that you can handle the work through the Triangulation Technique, you can win the sale.
The hardest thing any business owner can do is to write about him or herself or their business. It just can’t be done—or at least done well. You need that outside eye—preferably a writer with a good marketing background and solid writing reputation—to create copy about you that others will find compelling. If you try to write about yourself, you will get bogged down in too many details, wondering which are the most important. You will also labor for hours on end trying to get the copy “just right.”
What Makes a Really Good Copywriter?
When you’ve decided it is best for both your sanity and your time to hire an outside writer, here’s what you should look for:
Style of copywriting experience
Your copywriter should be up to date on the latest ways to write for the particular medium you’re writing for, be it the web, brochures, a media kit or an author bio, for example. The writing styles for each are entirely different. If the writer doesn’t know the difference, look for one who does.
Great interview skills
Most of the information for the copy will come from you. A great copywriter has the confidence to conduct an interview to gather what they need in the shortest time possible. We know you’re busy and we need to use our skills to ferret out details quickly that make your copy shine. Expect some “off the wall” questions, and roll with them. We’re also looking for insights into your personality so we can inject that into the copy.
Continue reading →
Since I like to travel and I like to write, I thought I’d combine my two loves into a travel blog called Mid-Atlantic Traveler covering the area I know best: the Mid-Atlantic region of the United States. I’ll be posting about some of my own adventures as well as interesting finds, hidden gems and plenty of things to do through our region…and beyond.
Recently we wrote about the new Frank Lloyd Wright property where you can stay overnight, the Maine Avenue Fish Market in DC, the International Water Tasting Competition (where I am a judge), the Green Bank Science Center and telescope in WV, York County PA Factory Tours and how to explore Arlington National Cemetery in Virginia, to name a few. And there are many more stories to come. Continue reading →
As a journalist, I hear fabulous stories from people every single day. Whether they are my clients or people I meet in the grocery store, I realize that everybody has a story and I am all ears to hear it.
So many business people either miss or disregard the opportunity to share their unique story with the world. And hence, they miss the many public relations opportunities the media can provide.
Why You Should Get Your Story in the Media
It Gets People Talking
If a journalist finds your story interesting, and a publisher thinks it is interesting enough to write about, then thousands of other people will too. I published a feature story about “What really goes on during spring break,” and was standing behind two moms in the grocery line one day when I overheard them talking about what they learned from the story. “I’m not sure I’ll let my daughter go without a chaperone now,” I heard one say. Think of all the people you can impact from your own story!
It Establishes You as the Expert
There is nothing more exciting–or better for your business–than media coverage. Landing a feature story in print, or being quoted as an expert source in an online article can exponentially boost your footprint in your market and set you apart from your competitors.
As a member of the media, I am always looking for good stories to write about. But most companies forget this side of marketing. Or they don’t know how to achieve it. Especially if they are a smaller company.
So far this year I’ve published more than 20 feature stories about local businesses and business people that appeared in newspapers and high-end glossy magazines. Not only did these people receive a beautiful story, they were able to use their media appearance in their marketing and social media programs to garner even more coverage and credibility. Some printed out copies of their articles and used it as a giveaway at appearances and trade shows. Others framed their article and mounted it prominently in their place of business. A few made podcasts or videos of their radio or TV appearance and posted it on their own media channels. Even more referred to their third-party coverage in sales presentations to help close the deal. Continue reading →