How to craft a great offer. Please read parts 1 to 5 if you’re new to this series (it will make more sense that way).
Before thinking about how we can attract writers to our agency, we need to put ourselves in their shoes. What does it mean to be a successful copywriter? What does their world look like?
Does it mean booked up for months in advance? Does it mean sky high prices? Does it mean a regular roster of well known clients patiently waiting in line for the next free slot?
It might do, but it’s unlikely we’ll find these people easily because they have no reason to push themselves unless they’re already doing what we’re trying to do – set up an agency.
So our hunt is for copywriters who DO have their heads above the parapet.
Look up ‘medical copywriter’ on Google (we’re starting with niche based copywriters because we know they’ve already separated themselves from the herd – ‘medical’ is just an example, it can be whatever you fancy).
Prospective clients of a medical copywriting agency are also likely to search for that term. Agencies with a budget can bid on the term with the cost of a click in the US at around $9 (this is cheap, and there was only one advertiser in the results that came up for me – that tells me this niche is worth exploring).
My search also revealed 4 categories in the top 15 results:
1) Medical copywriting agencies – 5
2) Job directories – 5
3) Educational – 3
4) Freelancers – 2
All the agencies displayed their team members on their sites (another source of potential writers for us there). They ranged from dedicated content experts to complete brand agencies.
Every one of them has an offer. The offer to their prospective clients is also an implicit offer to prospective writers (“this is who we are, this is what we do, maybe you’d like to join us?”).
As this series is about creating an agency with zero budget (other than your time and an internet connection), the first part of your offer is to create a space to attract writing talent (we’re not worried about clients yet – that comes later).
The simplest space is a website. It doesn’t have to be complicated. Even one page is fine: “Hi there, we’re putting together a team of medical specialist copywriters to serve pharma companies. If you’d like to join us, please send us resume and contact details and we’ll get back to you a.s.a.p. Thank you for your interest.”
You’ll also need some background material including your purpose, mission, and vision (PMV). Your words need to be concise and clear. It tells the world you’re serious (even though the world has not yet seen it – we’ll get to that later).
If you’ve been struggling with PMV, it’s because you have no “why”.
So before we get to that (in part 7), read Simon Sinek’s book on ‘why’ – or read my summary of it here: https://quentinpain.com/marketing/start-with-why-a-summary-of-simon-sineks-book/
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