The Client Letter
February 20, 2013
Way North of Lake Wobegon
Sunny 1 Degree
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When you put on the hat of a copywriter, you quickly realize that without coming at things from the perspective of your reader, you’re pretty much dead.
You might have no trouble filling the page with words, but the words will be largely worthless.
In the client business, it’s no different. We’re offering our services to human beings. And there’s no better way to interest another human being than to focus on the thing he most likes to talk about. That, of course, is himself.
And that’s why you need to start asking your prospective clients insightful (open-ended) questions. Simple and powerful.
But I wouldn’t recommend you tuck this little bit of wisdom away in your bag of tools you use to get what you want.
You can use it that way, of course, but you’re only shortchanging yourself if you do.
No, there’s actually much more value to be mined from this skill. By doing this right, you walk away with the information you need to actually be more valuable to your future client. (And with more value comes more money.)
Your client comes away with an experience she’s not likely to get from another service provider in your space.
Most service providers blab on and on about themselves. This, of course, is one of your prospect’s least favorite subjects.
By asking intelligent questions, you are in full control of the conversation. You get what you need to “do what you do,” and you set yourself apart from the crowd.