An Interview with Copywriter & Marketing Coach Tracy Needham
Why did you decide to become a copywriter and marketing coach and how long have you been doing this?
I’ve actually been writing all my life. Yes, I was the girl in school who liked doing research papers—especially if my alternative was a class presentation. I won awards for a short-story, poem, social studies paper, and I dominated the science fair in junior high.
But I was especially good at influencing people through writing. I wrote my way into a Senate internship the summer after high school, and I was thrilled when they let me write a position paper for the Senator about capital gains taxes. I even wrote a letter my senior year of college to convince a local car dealer to let me buy a car without having my parent’s co-sign, despite having no job. As long as I could put it on paper, I was the queen of persuasion.
Part of what makes my writing so compelling is that I put myself in other people’s shoes, often without even realizing it. I don’t mean in a psychic kind of way. I mean that I can easily suspend my own beliefs and see and feel a situation from someone else’s point of view. So I naturally tailor my message to what’s most important to them, and anticipate any objections.
I briefly thought about becoming a lawyer, but working at a corporate law firm killed that idea. Luckily I found my way into marketing--where my writing, persuasion and empathy skills translated into a keen ability to convey what the business wants to do or say in a way that’s most appealing to the client or prospect.
Who are your clients?
I work mostly with solo professionals and entrepreneurs who have very small businesses. They're really good at what they do, but they need some help getting more clients in the door. Most business owners have never been taught how to market effectively—from top to bottom, what’s worth doing and what’s not. And very few have been taught how to write to sell--what we learned in school is often the opposite of what we need to be doing!
My clients represent a wide variety of professions and industries, including:
- Speakers and authors
- Cable Installers
- Career Counselors/Coaches
- Chiropractors
- Financial Planners
- Insurance Agents
- Outdoor Toy Companies
- Organizational Consultants
- Spiritual Counselors
- Sales Trainers
- Energy Healers
- College Planning Professionals
- Life Coaches
- Management Consultants
- Marketing Consultants
- Massage Therapists
- Realtors
- Retail Store Owners
What if you haven't worked with people in my field before?
You know--that can actually be a
good thing. Too often, industries and professions get caught up in the same tired marketing simply because that's what everyone else does (or says). So having someone look at your business through fresh eyes can open up all sorts of new possibilities.
Besides--unless you're serving people in your same industry--your clients are "outsiders" to your business as well. And you need someone who can easily translate what you would normally say into language they understand and relate to.
But don't worry--I'm going to do a ton of research into your industry and competitors anyway because I want to make sure we're making your business stand out from the crowd.
Wouldn't it be better if I just write my own copy?
No, it's not--for three big reasons. First, the type of writing you need to persuade people to buy your products and services is a whole different ball game than what we learned in school. We were taught how to sound sophisticated and college-like—using lots of 10-cent words and semi-colons. The type of writing that will send your prospects running for the hills.
Second, you are not your target market. Not anymore, anyway, because you know how to solve their problem and you know you're going to deliver a fantastic solution. Which makes it really difficult to step back into their shoes--which is crucial to creating copy (copy is the content in all of your marketing) that persuades people to know, like and trust you...and buy from you.
Third, copy is one of the most important elements in growing your business. No one buys because you have a jazzy brochure, fancy ad, or flashy web site. They buy because the words on the page—or the screen—get their attention, resonate with them, build trust in you and convince them that you’re the best solution to their problem. Hiring a professional copywriter is an investment in your business’ future growth--which pays dividends with more leads, more clients and more sales.
How are you different from other copywriters & marketing strategists?
First of all, I focus on working with solopreneurs and other very small businesses. So I know which strategies are an effective use of your limited time and money and which ones aren’t. And I won’t be telling you to jump on this or that new trend until I’m sure it’s worthwhile. Maybe it just comes from years of hearing my mom say, “Never buy anything the first year it’s made—wait for them to work all the kinks out.” Yes, we were probably the last in my school to get a VCR, but hey, we did avoid the whole Beta vs VHS mess.
Second, your project is just as important to me as the other projects I’m working on—you’re not the “small fish” I’ll get to when I have time. In fact, I go the extra mile to make sure what I’m doing for you is going to be successful—which usually includes offering ideas, suggestions and resources for other areas of your business. It may sound a little corny, but to me, small businesses are the epitome of the American dream. They’re at the heart of finding innovative ways to improve our daily lives. And anyone, with a good idea and some hard work, can go from nothing to billionaire during their lifetime. How amazing is that?
Third, a copywriting project isn't just about copy. We also discuss your marketing because great copy does little good if the strategies getting people to the page aren't working. Clients love that I often email them with all kinds of suggestions and resources throughout the project related to marketing, pricing and more.
How much do your services cost?
Copywriting is part art, part science. So the cost isn’t based on just about time or length of the project—because 50 words can be just as challenging as 1,000—but the full scope of the project. For example, 500 words aimed at getting people to buy is more challenging than the same amount of words to get readers to opt-in for a freebie.
I also don’t just turn on a timer and start writing. I spend time researching how the project fits with other things you do, what your competitors are doing in this area, what your target audience is looking for and how they describe it. It's brainstorming, researching, writing, editing, and more editing. But the end result is copy that gets results.
The short answer is that the cost varies by project. But to give you some kind of guide, one of the least expensive projects are short squeeze pages, which start at $300 per page.
For marketing, there are a few different options at varying price points. But again they are more "project" based--I DON'T charge monthly retainers like agencies usually do.
And yes, I accept MasterCard and VISA.
Do you do copywriting on an hourly basis?
No, and you really don’t want me to either. Here's why. For one, hourly rates lead to unhappy surprises at invoice time when the bill turns out to be much higher than the client expected. I prefer to give a project price so you know from the start how much it's going to be.
Also, charging by the hour inherently means the longer a writer, designer or whoever can drag a project out, the more they'll make. Which, with the wrong person, can mean your project is both expensive and late. With a project rate, if I spend more time than expected, I eat the cost. So it doesn't pay to miss the deadline.
How long does it take to get copy written?
If you’re looking to have something written today or tomorrow, my advice is to keep looking. My schedule simply doesn’t allow for that. But for a small project, you could probably expect to see the first draft in about 7-10 days. For larger projects, three weeks to a month for the first draft is likely.
It’s important to know that these aren’t rough drafts—these are high quality first drafts. Rarely does a client end up asking for more than a few tweaks to be made, so the project wraps up quickly after that. Of course, these estimates may change depending on my current schedule. And remember that the amount of time also depends on you, since I can’t begin working until you’ve sent the necessary information to me.
Is there a type of business you DON’T work with?
I have successfully worked with business owners in a wide variety of industries, but I do turn away clients who are selling...
-- Very technical or highly scientific products & services to an audience that's equally tech or science-savvy
-- Supplements or pharmaceuticals
-- Porn or "get rich quick" schemes
-- Multi-level marketing opportunities
Also, if your business ethics could give Enron a run for the money, don’t bother calling.
Tracy, I’m ready to get started. How do we do that?
That's terrifc--you're definitely making a smart investment in your business! Here are the different solutions I’ve created for you, just click on the one that interest you for more details about signing up. If you know you need new copy, just email me to set up a complimentary 20-minute consultation so we can discuss your project.
If I'm not sure yet, how can I sample your work at low cost to see if it's the right solution for me?
One way is to check the samples listed on the Portfolio page. Another is to subscribe to my free weekly ezine, Compelling Marketing which gives you insider secrets and free resources to help you get more clients and more sales. Sign up now and you’ll also get my free special report: The 7 Deadly Sins of Web Copy.
OK, I'm ready but I have a couple more questions. Can I call you?
Of course! If you have questions, feel free to
email me or call 919.829.1539 and we can set up a time for a free 20-minute consultation.