Sometimes I’d get the deal, other times I’d end up I
scratching my head and wondering why I never heard back
from a particular prospect.

What I didn’t clue into at the time was this… although I
answered each prospect’s questions, I failed to satisfy the
one hidden yearning that every prospect has, but never
mentions.

Whether they acknowledge it or not, all clients secr.etly
want to be led. They want to work with a freelancer who can
guide them through the project. And when they call you,
they want you to convince them that you’re capable,
comfortable, and ready to do the leading.

Thankfully, years ago I learned a helpful (and ridiculously
easy) technique for conveying this, from a management
consultant friend of mine. I’ve been using it ever since
and it’s so effective that when I say the words, I can
sometimes feel the prospect breathe a sigh of relief on the
other end of the phone.

THE MAGI.C OF THE FIVE-STEP PROCESS
As my management consultant friend showed me, the best ways
to satisfy every client’s sec.ret yearning to be led is to
describe your services in terms of a “Five Step Process.”
When you have a process that you adhere to and can talk
about, you are suddenly perceived as being organized,
established, reliable, and professional.

By simply introducing and explaining your process, you give
the client a glimpse of what it’s going to be like to work
with you. In other words, you show them how you’re going to
guide them through the project. This is what they most want
to hear!

Here’s how it works…

Early in the phone conversation with a new prospect,
usually after the person has described the project, I make
sure to say, “I have a five-step process that’s designed to
get the project started off on the right track, and
minimize the amount of time you need to spend on it.”

Believe me when I say this is music to every client’s ears.
In fact, upon hearing this sentence, it’s not uncommon for
a prospect to jump in and say something like, “Great! I’m
all ears!”

I then go on to briefly explain each step in my five-step
process. I even keep these steps displayed on a sheet of
paper in my office so I can refer to it at a glance, and
I’ve included it here for you to see. When a new prospect
calls me, here’s how I explain my five-step process…

MY FIVE-STEP PROCESS FOR COPYWRITING PROJECTS
1) Step One is the Initial Download. I’ll take you through
a series of questions about the project over the phone,
which usually takes about 30 to 40 minutes.

2) Step Two is the Background/Research work where I review
what we've just talked about, look over any reference
material you provided, and formulate a list of any
additional questions I may need answered about your
service(s) and your target audience before framing the
copy.

3) Step Three is the writing of the first draft, which I
submit to you in about 10-14 days, depending on the size of
the project.

4) Step 4 is your turn. You review the submitted work and
make note of any tweaks or changes. We can also review your
feedback together if you prefer.

5) Step five, the final step, is for revisions. I make any
revisions and submit the final copy to you. And you’re
never charged for revisions. All revisions are done on my
time, which keeps the project fees from climbing.

And that’s it!

Now here’s something you may have noticed… there is nothing
particularly earth-shattering about that process, is there?
In fact, most freelance copywriters will follow more or
less the same general process. BUT, I take the time to
explain it to my prospects on the first phone call, and
that often makes all the difference.

What does your Five-Step Process look like? If you don’t
have your process written down, do so right now. Use my
process as a guide if you like, but be sure to create your
own wording so it sounds perfectly natural when you say it.
And don’t feel bound to fit your process into five steps.
You want your process to be substantial, so aim for at
least four steps. But it must also be easy to explain, so
keep it to seven steps maximum.

Once you’ve written your process, print it out and hang it
up above your desk. Then, pick up your phone and practice
saying it to an imaginary prospect, until it flows all
naturally.

Try it out the next time a real prospect calls. If you’ve
practiced and polished your delivery, I think you’ll like
the reaction you get.

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