December 2

John Carlton Marketing Tips: A Good Copywriter is a Consultant


SF-MH-Lisa_ManyonIn this marketing hotseat, John explains that a good copywriter is a marketing consultant, not just a vendor.  A vendor competes solely on price, and doesn’t set himself off from the competition.  A consultant adds a lot of value to the transaction.  He can command a higher fee and will be more in demand.

Mike: This thing about being a writer. You could be a writer or you could add value to someone’s business. And, what we do is we could come in as a consultant and then help these people with their marketing.

John: A good freelancer is not a vendor that comes in. Who was it that had the problem…that is was written as the way they were told…it was one of the first hot seats that we did. Was it you? I thought it was Mark…you told the guy what to write and wrote it as a piece of s**t because you ripped off the Belcher letter.

A good freelancer comes in and he is everything. He is the adult in the room. He walks in and says “What are you doing? That’s wrong, that’s wrong, that’s wrong. We’re going to do it this way, I don’t want to hear anything else..” You learn to take control. You are not just the adult in the room, you are the adult bastard in the room. Because the marketers are children and you need to learn how to control them. Yeah, exactly right.

Mike: That’s exactly where the money is. You can use that whole concept around…if your passion is really press releases, when you go in there and buy all of Paul Hartunian’s stuff, learn this public relations angle so you can have that as your umbrella. Then, the press releases are just a tool.

OK? Sooner or later, you’ll get to the point where you’re not going to have time to do that, and it’s not going to be a valuable use of your time. You’ll be able to teach that to other people, who will be able to make money for you, too.

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