3 Ways to Get Invested in Your Client’s Business
Monday, May 19th, 2008
Like many freelance writers (I suspect), one of the big draws for me to this game is the fact that I can write about several different topics — it never gets boring. But sometimes it is difficult to get motivated about a certain topic. That client’s widget you need to write about just doesn’t turn your crank.
Unfortunately, you need to find a way for it to move you. If you’re not invested in your client’s product or service, your copy will usually have a hollow, insincere tone to it. You need to get into the skin of the target audience, find out why they need, and then show why your widget is the best.
Yes, your widget. Own it — sell it like it is your livelihood that depends on convincing your target audience that this is the widget of their dreams.
Because in a round about way, it does.
It can be difficult, but here are three ways to get invested in your client’s business.
Research
This is the easiest way, and a step that you will likely have to take anyway before you start writing. Find out what your client has done before, visit competitor websites, read trade articles.
In this Web 2.0 world, there are a lot of extra nooks and crannies around the ‘Net to find this information too. Do a search on YouTube and Flickr, uncover some industry blogs, find out if there is a Facebook group for a similar product.
Most writers have a natural curiosity, and it is likely that simply reading up on the subject will help you get the juices flowing.
Imagine
Put yourself in the shoes of the target audience. I’m reminded of Mel Gibson in “What Women Want” where he waxes his legs, puts on the make-up, jumps into nylons. He was baffled every moment and cursed throughout most of experience, but the important thing is that he tried to imagine how he would react to these products if he was a woman.
After all your research, try to imagine how your client’s product or service would help you. If, as with Mel Gibson’s character, you definitely are not the target audience, then pretend you are.
Believe
This step is kind of like a debating club in your own mind. You may find some competitors’ products that you actually like better than your own client’s. This is natural, even good in a way.
You need to convince yourself that your client’s widget is the best there is. For example, your client’s widget might be slow and powerful, but you prefer one competitor’s fast and sleek widget. Are there times when a powerful widget would be more advantageous? Most certainly! Jot down why in your notes, and stress that when you write the copy.
In the end, you must believe in the product or service you are selling. As illustrated above, it might not be a product you use personally, but you have to believe that it will be a product that the target audience can’t live without.
When All Else Fails…
If you can’t just convince yourself that your client’s widget has any merit, you might want to consider excusing yourself from the project. Obviously, it is much better to address any misgivings you have before you accept the contract — this is where doing some background research comes in handy, especially when you are entering unknown territory. But ultimately you do yourself and your client a disfavour by writing about a widget that in your heart of hearts you just can’t believe in.
That’s my experience anyway. Anyone out there have their own tricks for getting invested? Let us know!
I’m a very deadline-oriented person. And like many writers, I suspect, I work better under other people’s deadlines. Too often I have put a new project on my to-do list, but because it there is no deadline attached, it usually gets pushed back another day…
