June 2017 3
From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.
Who likes to be rejected? Nobody.
But there’s something extremely important you have to remember if you’re a direct response copywriter: you’re a salesperson. Your copy must sell the client’s product or service. Plus you must sell yourself to the client.
Being rejected is part of the sales process.
One of four things will happen when you start to contact potential clients.
They won’t reply. They will say no. They will ask for more information. They will say yes.
You have … and I have … something extremely important to marketers … the ability to motivate people to buy products and services. If a marketer won’t reply to me after several attempts to contact them, then do I really want to do business with them?
Many potential clients will ask for more information, usually samples.
Many will say “no” right off the bat. It’s usually the first thing someone says when you ask them to buy something. I don’t get upset about hearing “no.” Why? Because with some persistence, I can turn that “no” into a “yes.”
If I keep hearing “no” then maybe the client isn’t a good fit. Sometimes you have to find the right person in a big company. That happened to me with a big client a few months ago. I heard “no” from four employees before finding the person who would say, “yes.”
The key word here is persistence. Most people, according to Dan Kennedy, give up when there’s a mere zephyr of a headwind. Don’t be one of these people.
I know the first thing I’m usually going to hear from a potential client is “no.” So I’m not upset with the rejection. It’s simply the first step on the road to making a sale.
Scott Martin Direct Response Copywriter