how to launch a how to launch a successful …...1. stair-step your way to success (baby steps...

How to Launch a Profitable B2B Writing Business in 9 Weeks or Less Presented by Ed Gandia Freelance B2B copywriter Founder, Int’l Freelancers Academy

How to Launch a Successful B2B Copywriting Business With High-Paying Clients Who Love You! — And How to Do It Faster and With Less Risk

Presented by Ed Gandia Freelance B2B copywriter High-Income Business Writing Podcast

Copyright © 2014 International Freelancers Academy.

Download your class handout here:

www.b2blauncher.com/AWAIworkshop


• Working freelance B2B writer and copywriter

• Co-author of The Wealthy Freelancer • Founder of Int’l Freelancers Academy • Host, The High-Income Business Writing Podcast

• Freelancing since 2003 • AWAI member since 2003


Disclosures: • My results are not typical • No guarantee you’ll make $ • Most people don’t do anything • Nothing I say is an income claim

• All business entails risk • You have to work your TAIL OFF!


Today’s Class: How to launch a very profitable B2B copywriting, content writing or commercial writing biz.

A simpler roadmap that’s also faster and more cost-effective.


What do I mean by “launch”?

Define & communicate your

positioning

Build & publish a website that impresses prospects

Implement effective

prospecting & selling systems

AND land your first two clients

Grow!

Critical launch steps


What do I mean by “profitable”? • Short term: $75 - $100 per hr. • Long term: $125++ per hr.


Whom this class is FOR: New or aspiring commercial / B2B writers who have either...

(a) Recently launched writing biz but not getting results they were hoping for, or...

(b) Haven't launched writing biz yet but already know how to write business copy and content


My promise: No matter what you decide to do, you’ll walk away with great, actionable ideas.


You will NOT be able to buy or enroll for anything today (I’m not taking any clients today or during this call)


What we’ll cover: •  Why most B2B writers fail •  Why their assumptions are wrong

•  3 essentials for a successful launch •  Deep dive into each element •  A step-by-step roadmap for a

successful launch


Most new B2B copywriters FAIL to launch a viable business.

Why?

Because they can’t get (enough) clients!


Why can’t they get clients? “I didn’t have a sales or marketing background.”

“I didn’t have the right personality.”

“I’m not a very technical person.”

“I didn’t have a specialty or niche.”

“I didn’t have samples.”


NONE of these are true!


“Being successful as a freelancer is far more about a PROCESS than a PERSONALITY; it’s far more about a lot of things you have to DO than about some way you have to BE.” --Peter Bowerman, author of The Well-Fed Writer (wellfedwriter.com)


Biggest causes of failure: 1.  The “Kill the Mammoth” assumption

2.  Overwhelm 3.  Lack of focus (dabbling in many things) 4.  Not enough prospecting


Solution: 1.  Stair-step your way to success

(baby steps instead of big leaps)

2.  Go after corporate clients and focus on content writing

3.  Implement an effective, repeatable and “doable” prospecting system


#1: Stair-Step Your Way to Success


You take baby steps! (You don’t get there overnight)

Focus on first 2 rounds only!


This is NOT theory I stair-stepped my way to success (so have most other successful B2B writers)


#2: Go after the Corporate Market & Focus on Content Development


When you look at who’s doing consistently well... •  Writers focused on corporate market •  Pitching and writing content projects •  Focused on baby steps (stair-stepping)


What is content? “Educational and/or compelling content in multiple media formats to attract and/or retain customers.” Source: Content Marketing Institute.


Incredible need for content! •  86% of B2B co’s market with content

•  70% are producing more content than last yr.

•  42% are publishing content daily or multiple times per week

•  Producing content consistently is a challenge for 50% of B2B co’s

•  B2B marketers will spend 28% of their budget on content marketing

•  55% of B2B plan to increase spending on content marketing in 2015

•  64% of companies were planning to outsource their content writing in 2014

Source: B2B Content Marketing: 2014 and 2015 Benchmarks, Budgets, and Trends–North America (Content Marketing Institute)


B2B co’s can’t find good B2B writers!

Finding trained content marketing professionals is a persistent problem for 32% of content marketers! Source: B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends–North America (Content Marketing Institute)


Outsourcing of content creation growing rapidly: •  Average total content outsourcing spending

per company was a record $371,364 in 2012.

•  Looking exclusively at the companies that outsourced, the average spend was even higher: $987,417!

Source: The Spending Study: A Look at How Corporate America Invests in Branded Content for 2012 (Custom Content Council)


Marketers stretched thin •  Fewer people to handle growing workload

•  “Lack of time” is one of the biggest content marketing challenge cited in CMI report

•  Content is one of FIRST things they offload

•  You can’t write content when interrupted! •  Few marketers enjoy content creation

•  Agencies don’t like it either!


Bottom Line:

Content is the BEST “entry point” for new

B2B copywriters!


Best Bets for Content: • Articles (ghostwritten / bylined)

• White papers • Case studies / success stories • Blog posts

•  eNewsletters • Video scripts • Web copy and content


Why I prefer content writing • Huge need (it’s a top challenge)

•  Less pressure • Your top objective? Keep client happy • Allows you to possibly leverage your

background, knowledge, experience


Why the corporate market? 1.  Much more prone to outsourcing content

2.  Higher chance of repeat biz (more work, multiple marketing managers)

3.  More income stability + increased “internal hourly rate” as you get more efficient

4.  Higher fees in general (bigger budgets) 5.  Getting paid is not a big issue (unlike

magazines, newspapers, small biz)


Why the corporate market? 7.  More savvy, which = less hassle and more

realistic expectations

8.  Much more likely to already "get" the value of great content

9.  More prestige, which = greater credibility and better samples

10. Less insistence of using a local resource (not always true, but generally)


Income – My personal results: 2003: Spent year learning how to write copy

2004: Launched my writing biz

Q4 2004: Landed first client; $1.5k/mo avg. 2005: Clients asking for help with content

2005: Averaged $2k - $3k/mo (part time) 2006: Crazy busy! Some months $5k++ PT

May 2006: Quit day job June 1, 2006: First day as fully self-employed!

First full year as FT writer: $163K (gross)


$100,000/yr = $8,333/mo How About This Scenario… White paper: $4,000 (5-10 pgs)

2 case studies: $2,500 1 bylined article: $1,500

Total earned: $8,000 Total time: 65 – 75 hrs (15–18 hrs/wk)


How About This Scenario… Web copy for medium site: $6,000

2 case studies: $2,500

Total earned: $8,500 Total time: 60–70 hrs (14–17 hrs/wk)


How About This Scenario… 2 product brochures: $4,000

2 newsletters: $1,500

2 bylined articles: $3,000 Total earned: $8,500 Total time: 75–85 hrs (17–20 hrs/wk)


#3: Implementing an effective, repeatable and “doable” prospecting system


Three Essentials for landing your first set of clients: 1.  Start with what you have 2.  Then, move on to a small, high-

probability “cold” list 3.  Focus on landing first 2 rounds of

clients ONLY

Let’s talk more about these...


#1: Start with what you have •  Your greatest asset is your background, experience, insights (things you just can’t learn overnight)

•  Your best initial opportunities lie in your personal & professional network

•  You dramatically increase chances of success when you focus on landing the first 2 rounds of clients


Why tap your network? • They know and trust you

•  They will introduce you to others •  You’d be surprised how far you can get

with this list alone

•  They DON’T have to be corporate clients at first

•  Less stressful •  Much more realistic

•  Can have a 30 – 50% success rate!


#2: Email a small list of cold prospects •  10 cold prospects to start •  Base selection on your interests / experience •  Any 10 will do!

•  Warm emails (more on this later) •  You’re just trying to land 1 or 2 clients!


#3: Focus on landing first two rounds of clients only! •  Again, it’s about stair-stepping •  Baby steps •  Leverage each win to get the next one

•  Less stressful •  Much more realistic •  Get this right ... and your chances of getting additional success go WAY up!


Recap... Why do most B2B copywriters fail? 1.  The “Kill the Mammoth” assumption 2.  Overwhelm

3.  Lack of focus (dabbling in many things) 4.  Not enough prospecting


“Being successful as a freelancer is far more about a PROCESS than a PERSONALITY; it’s far more about a lot of things you have to DO than about some way you have to BE.” --Peter Bowerman, author of The Well-Fed Writer (wellfedwriter.com)


Solution: 1.  Take baby steps. 2.  Go after corporate clients and

focus on content writing 3.  Implement an effective,

repeatable and “doable” prospecting system


OK, but HOW?


You need a Launch Plan, coupled with

strategic and steady

execution


Knowing how to write B2B copy is not enough...

Neither is knowing how to land a client...


You must also: 1. Position yourself for success 2. Create a simple website

3. Create your "first round" list 4. Prospect for quick wins 5. Land your first two rounds of clients


You cannot skip any of these critical steps


positioning


Implement effective



Grow!

You need tools, systems and processes that will enable you to generate steady results


Do these guys skip steps?


#1: Position Yourself for Success • Hanging your shingle + creating

website is only 20% of the game

• You’re not selling iPhones! • You’re selling “remodeling” services


How do you do that?

You communicate what you bring to the table.

Remember... • You only need something that will help

you land your first 2 rounds of clients!

• Your positioning will likely evolve


You need to define: • What you do

•  For whom • Why you’re different • Why that difference matters


For now, focus on...  For whom (target market)  Why you’re different


Passions, Knowledge,

Talents Your Contacts

Perceived Value & Financial Capability

Personal Attributes

Consider these 4 dimensions to determine your best target market


Passions, Knowledge,

Talents Your Contacts

Perceived Value & Financial Capability

Personal Attributes

Try to find your sweet spot

Sweet Spot

Bull's Eye


Exercise #1: Positioning Exercise


Why you’re different • Talk about what makes you

different from most • It’s NOT about defining a niche

or specialty • It’s about finding what’s different

(and a little better) about you


Do a personal inventory •  Background

•  Experience

•  Education •  Skills

•  Specialized knowledge

•  Certifications •  Achievements, accomplishments, awards

•  Aptitudes

•  Likes and dislikes

•  Hobbies


Next ... connect the dots • Does anything stand out?

• What can you highlight from your list? • Take your time with this exercise!


I can’t emphasize enough:

  You DON’T need an industry specialty to get started!

  You DON’T need a sales or marketing background!


It’s OK to start out as a generalist! • As your business develops, you can

look for patterns and preferences

• You can stay a generalist for years and still make a great living

• Or you can develop a specialty but still stay open to working on variety of projects and clients


#2: Create a simple website •  Shoot for good enough

• Clean & professional, but not perfect • Over-thinking the website is a very

common “point of failure”


Website pages needed 1.  Home

2.  Why me 3.  Services 4.  Samples

5.  Bio 6.  Testimonials and/or success stories

(as you get/create them)

7.  Contact info


Keep it simple and scalable • Wordpress -- end of story!!

• Buy a good framework & theme • Genesis framework + Studiopress themes: www.studiopress.com/features

• Visual explanation of how this works: www.studiopress.com/get-started


Estimated costs: • Do-it-yourself: ~$200

• Hire a VA: $400 - $600 (total)

Whatever you do ... Keep it simple!

You want to end up with the simplest, sharpest, most cost-effective AND scalable website possible!


#3: Create your first-round list


Your personal & professional network •  Start here •  It’s your most overlooked asset • You may get a “quick win”

• Will give you needed confidence • You just NEVER know...


Next: Create a small list of “cold” prospects •  Start with just 10 prospects •  Look at your positioning •  Look at your work history, background,

talents, experience • How are you communicating your

difference? •  Start there

• Don’t over-think this list!


#4: Prospect for quick wins • You need quick wins to fuel you

• You need prospecting approaches that tend to yield quick wins...

• AND are cost effective • AND work well with people who know you • AND work well with cold prospects


Fast-Track Marketing Mix •  Launch Emails

• Warm Emails • Direct calls to peeps in network only


Launch Emails •  Emails you send to personal &

professional contacts to let them know about your new business and to ask for their help

• You create a basic message and alter each one based on who the person is, what you know about them, what they do, and how you think they may be able to help you


You’ll find sample email scripts in your handout


Who are the ideal targets for Warm Email Prospecting? • Your initial list of 10 “cold” prospects • These are people you don’t know • But based on your positioning

(experience, background, specialty, etc.) and based on who they are, they would be ideal clients.


What is Warm Email Prospecting? •  Sending a short, inviting and VERY

relevant and personalized email to a prospect with the goal of starting some dialogue

• The equivalent of cold-calling ... but more effective ... and way classier!


Hi Jennifer,

I've come across your website this morning while doing some research. I noticed that you're starting to do publish a lot of white papers.

Do you have an internal resource for this? Or are you working with an outside professional?

I ask because I'm a white paper writer who works primarily with professional service firms like yours. Because of my industry experience, I may be able to help you get these pieces produced faster and more cost effectively.

Here's a link to my website, which better explains how I could help: [URL]

Would it make sense for us to connect?


Why that email script works: •  Short

• Relevant • To the point •  Personalized

•  Focused on one thing -- getting a response (nothing else!)

•  Lead with a “meaningful connection”

(you’ll find samples in your handout)


Let’s review!


Knowing how to write B2B copy is not enough...

Neither is knowing how to land a client...


You need a Launch Plan, coupled with

strategic and steady

execution


Critical launch steps: 1. Position yourself for success 2. Create a simple website

3. Create your "first round" list 4. Prospect for quick wins 5. Land your first two rounds of clients


You cannot skip any of these critical steps


positioning


Implement effective



Grow!


This approach WORKS! It’s how most of today’s successful B2B copywriters got to where they are!


I’ve teamed up with AWAI to create an 8-week, step-by-step, “launch your own B2B writing biz” private group

training program


This training program is based on 4 key guiding principles: 1.  Simplicity (the least amount of tools

and info to get to your goal) 2.  Focusing on the highest-probability

markets, projects and prospects

3.  Stair-stepping your way to success 4.  Getting quick wins and building

momentum early


• I’ll personally work with you to launch your writing biz as quickly as possible

• We’ll focus on getting you there in 8 weeks

• We’ll build on this initial foundation to create a very profitable and stable long-term business


This is for new or aspiring B2B copywriters who have either...

(a) Recently launched their writing business but are not getting the results they were hoping for, or...

(b) Haven't launched their writing biz yet but they already know how to write business copy and content (at least the basics).


It’s for those who need more than information.

You need a coach, sounding board, and someone who can help you customize your action plan AND help you implement that plan!


You have to be willing to work HARD

This business requires constant marketing and self-promotion


You have to bring a “can do” attitude

• You have to be really driven to succeed at this

• You’re willing to try hard and keep your chin up

• You have a deeper reason beyond the $


Week 1: Position yourself for success •  Bring your real value to the surface and

determine how to best communicate the most impressive points

•  Develop a core message you can start using in your own marketing communications and in conversations with prospects

•  How to communicate what you do to non-marketing people


Week 2: Create your marketing hub

•  Create a simple and polished website that impresses your prospects and contacts

•  We’ll set up Wordpress for you!

•  Get it “live” quickly! •  Flesh out your positioning message

•  Goal: get prospects feeling comfortable about you before they contact you

•  We’ll walk you through every step

•  No tech skills required!


Week 3: Build Your Website

•  We’ve built in one extra week to give you time to get your site up and running

•  Crystal and I will hold two LIVE Q&A sessions this week to answer questions and provide technical and strategic support.

•  I will review your website copy and provide you with detailed feedback, ideas and suggested edits.


Week 4: Create your “first round” list •  I’ll walk you through a step-by-step process

to assembling a powerful “launch list.”

•  You’ll uncover potential prospects & referral sources you didn’t even know you had!

•  Powerful tool: “List Kickstarter Matrix” will simplify this effort, save you time, and help you prioritize your outreach


Week 5: Develop your fast-track marketing mix

•  After this session, you'll know exactly how to craft short, powerful and inviting email messages that get response & enable you to start a productive dialogue with prospects.

•  You'll learn how to prospect with warm emails and how to craft powerful yet simple “launch emails”


Week 6: Prospect for quick wins •  By end of the week you’ll have a clear action plan

based on your specific goals

•  The best prospecting approach to use for each prospect category

•  How (and why) to approach your prospecting with “quick wins” in mind

•  How to follow up with non-respondents & what to say to those who DO respond

•  How to easily stay on top of all your activity


Week 7: Qualify, quote and sell profitably (pt. I) •  You have the prospect on the phone. Now what??!!

•  By the end of the week you'll know exactly what to ask and how to deal with tricky questions

•  How to make the prospect feel comfortable about you and the value you can provide

•  Pricing: what to charge—how to price your work confidently and profitably

•  I'll share with you my own master fee schedule + how to adjust your figures if you're just starting out

•  How to present your fees professionally and how to increase your chances of getting a "Let's do this!"


Week 8: Qualify, quote and sell profitably (pt. II) •  What should your fee agreement say? What terms and

conditions should you include to avoid problems? •  You've sent in your quote and fee agreement. Now

what? When should you follow up? How often? What if you get no response?

•  What about prospects who delay the project?

•  Should you ask for a deposit? When ... and how much?

•  What should your payment terms be to minimize problems and get you paid fast?

•  What if the prospect balks at your price? How do you react? Should you negotiate? How do you do that?


BONUS Session: Build on your foundation •  How to leverage your first 2 rounds of clients to

find your next 2+ rounds

•  5 low-tech, and proven (and underused) ways to land more and better clients

•  Effective networking strategies for introverts •  How to find hidden gold within existing clients

•  Partnering with other freelancers

•  Approaching design firms and marketing agencies to add diversity to your portfolio and income

•  An easy way to position yourself as an expert


Program’s Structure •  8 weeks of training

•  October 28th through December 18th

•  Weekly training session Tuesdays at 3pm ET •  Weekly live Q&A on Thursdays at 3pm ET

(No Q&A call week of U.S. Thanksgiving)

•  Training sessions will run 45 – 75 minutes

•  Q&A calls will run 60 – 90 minutes, depending on the number of questions


Members-Only Portal • All training session recordings

• All Q&A session recordings • All worksheets, checklists, materials •  Lifetime access to all recordings & files


Your Investment 6 payments of $747 (billed monthly)

or... One payment of $3,997

• $500 COS/Infinity member discount

•  Enrollment is by application only • 7 spots available as of right now • This WILL sell out


Want to explore this opportunity?

www.b2blauncher.com/builder


Bonus #1: Private access to Ed (Value: $1,400). In addition to the weekly group Q&A calls, you also get three, 1-hour, one-on-one consulting calls with me. PLUS ... a thorough website evaluation, including 1-on-1 review call.

Bonus #2: Private Discussion Forum

(Value: priceless!). Access to a private, closed-door Facebook forum where you can connect with all the other participants. Designed to receive support, get encouragement and feedback, and gain new friendships. Plus, lifetime membership to closed-door alumni LinkedIn group.


Bonus #3: Office hours with Ed (Value: $200+). I also schedule "office hours" every 2–3 weeks. This is where I offer 20-minute private sessions on a first-come/first-serve basis. Take advantage of these sessions as often as you’d like.


I’ve designed this to be nothing short of a transformative experience! •  I’ll walk you through every step and make

sure you launch as quickly and effectively as possible




•  You’ll get my personal attention and unwavering commitment




•  You’ll get my personal attention and unwavering commitment

•  You’ll do this with the support of a committed group of peers


Don’t take my word for it Read and hear what past

students have to say...


“B2B Biz Launcher is, without question, the most valuable, best-conceived and best-executed course I've participated in during my 20-year career. You keep out-doing yourself, Ed!

“Tuesday’s lecture alone was worth the price of the entire course. You left no stone unturned in stepping through not only the process of soliciting prospects, but also the details on content and how to proceed with every eventuality. The graph you created to support your verbal explanation is an excellent tool and, as you suggested, definitely worth printing and posting permanently...


“...I also love that the course is not gimmicky, that you’re offering honed, no-nonsense, tried and true methods. It’s not only an effective approach, it’s very generous. I feel very fortunate to be part of it.

“One other detail I appreciate is your occasional reminders to keep things simple and to keep returning to the process that you present, which is especially important for those of us who, as you so graciously say, get “easily distracted.”

--Carolyn Walker

Sacramento, CA (Your results may vary)


“This may sound dramatic, but Ed's class has changed my life. Instead of bombarding me with information, he gave me targeted knowledge that has systematically pushed my freelance business forward. I now know how to effectively articulate the unique value I provide businesses, qualify and approach prospects, and quote my services in a reasonable, unthreatening manner.

“Moreover, Ed is really supportive and a fantastic cheerleader. This is a man who truly loves teaching, which in itself is such a rarity. I recommend him and his class wholeheartedly.”

--Robyn Weisman Los Angeles, CA

(Your results may vary)


“B2B Biz Launcher gave me the focus and infrastructure I needed to approach corporate clients. I learned how to reach out professionally to decision makers in some of the larger companies I want to work with, and I gained the confidence to approach them. Ed is also very generous in sharing his proven templates and his depth of experience. If you work the program, the program works.” --Robin Kirkley

London, England (Your results may vary)


“Ed's program managed to kickstart my stagnant B2B writing business. He's a warm, smart, and motivating guy who shares everything he knows -- and really cares about his students' real-world results ... This one [new client alone] will result in probably $80,000 in revenue [for me].”

--Dan O’Brien Austin, TX

(Your results may vary)


Yes, $3,497 is a lot of money! But look at it this way...

White paper: $4,000 (5-10 pgs)

2 case studies: $2,500 1 bylined article: $1,500

Total earned: $8,000 Total time: 65 – 75 hrs (15–18 hrs/wk)


Let’s say you generate just 10% of that monthly figure over next 12 months... That’s still $9,600

Which means you’d more than double your investment in the program.


If not now ... when?

This time next year, do you want to be in the same spot?

Or do you want to have a solid business in place?


Questions? Type your question in the

chat box

To apply, visit: www.b2blauncher.com/builder

how to launch a how to launch a successful …...1. stair-step your way to success (baby steps...

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