Smartasses always say that if you’re a freelance copywriter worth a rusty nickel, you should be able to write and sell yourself.
Stupid, I think.
For one thing, it ignores the value of having an outside perspective. In fact, outside perspective is one of the main reasons to ever work with a freelancer, rather than do it in house. This holds for businesses. It holds for freelance copywriters too.
The above claim also ignores the facts of life. Such as the fact that the type of person who is likely to become a freelance copywriter is as afraid of self-promotion as a cat is afraid of water.
When you put those two together, you get the following:
You can be just great at marketing and copywriting overall… but terrible at applying that same knowledge to promoting yourself.
Case in point:
I read an email today from a marketer I follow and like very much. He has great content and a unique perspective and style.
But here’s the self-marketing mental block:
At the end of his email, he writes, “Can I ask for a tiny favor? Would you share this with one other person?”
From the side, it’s easy to point out problems with this.
It sounds needy. And why ask for a favor, when you can do a favor?
People refer stuff because they want to feel important, smart, and appreciated. So why not say something like,
“Do you know somebody who would benefit from reading what you just read? Why not be that cool friend, and forward them this email?”
As Claude Hopkins once wrote, “offer a privilege, not an inducement… appear as a benefactor, not as a salesman.”
Do you know anyone who might benefit from reading this? Then be a cool friend, and let them know about my email newsletter.