The Client Letter
August 9, 2012
Sedona, Arizona
Partly Cloudy 82 degrees
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ATTN Copywriters: I’m looking to make a connection between a client and a copywriter comfortable writing for personal development/new thought material. Think more Eckhart Tolle than The Secret. Reply to this email or send a message to support @ artofclients.com along with links to samples of your work if you’re interested. I’ll make the connection if it looks like it might be a good fit.
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We’ve all got “problems.”
Your clients certainly do. That’s why they hire you: to solve their problems.
There’s a popular success saying about how you can have everything you want if you help enough other people get what they want too.
As I get more experience in my business, I’m realizing there might even be an easier way than that.
My adapted version of this saying goes something like this, “Solving your problems will be easy when you help enough other people solve their problems.”
This changes the focus a bit. And there’s a very specific reason why I think it’s a smart way to look at things.
As someone with inside access to a lot of sales efforts in different industries, it’s striking to me how much better things go when someone is selling something that actually solves a real problem.
It’s almost easy street compared to the business person who’s trying to sell a solution for a problem no one thinks they have, or a problem about which they aren’t willing to do anything.
Solving real problems is the key. Even easier than giving someone “what they want” I think. That’s because people aren’t always willing to take the action required to get what they want.
But they will do almost anything to solve big problems.
They will do almost anything to ease pain.
They will do almost anything to get relief from suffering.
See the difference?
On the “want” side, you have to present what you have and then get them to take action.
When you’re solving problems, they’ll come after you if you can communicate that what you have will SOLVE their issue.
So the question you should ask yourself isn’t, “What do people in my market want?”
The better question is, “What real problems can I solve?”
Think about it…