How Craig Works For Companies
Like Yours - Step-by-Step
I have a fairly straightforward process which I detail below.
Simply click on the toggles for more information.
There's also an FAQ further down.
Step 1 - Initial Chat
We'll first discuss your goals, work out deadlines and discuss what services you need.
We'll see if we can map out your irresistible intrigue, offers and unique selling points. (Don't worry if we don't at this stage. In step 2, I carry out lots of research to ferret these out!)
We'll also make sure that we're a good fit. So long as you're ethical and friendly, we should be fine.
Then we'll put together an agreement, and initial payment to me will be made. (See below regarding fees.)
Step 2 - Research
First off, I’ll ask you to fill in a simple questionnaire and provide some other documents that I feel I will need.
This allows me to carry out research for you so that I can create the best possible sales copy.
After I’ve researched your prospects and customers, I then review your product in depth.
I map out all the benefits it brings, the unusual features you may be overlooking, find its unique selling points and begin to connect your product to your prospects needs and desires.
Then, I review the marketplace to check out your competition.
I’ll see how we can beat them and even take their ‘good points’ and still make you the better option.
Step 3 - Mapping
Next, I begin to map out the sales piece, offers and campaigns.
I’ll look at what "irresistible intrigue" the promotion needs (if you haven't already got it) … what needs to be in the promotion … how I’m going present you as the most credible, obvious choice … and how to handle your prospects objections.
We'll very likely need a chat at this point so we can agree the main selling points that are going to be included.
Step 4 - Writing
After all this research and planning, I begin to write for you.
How I write depends on what I’m creating for you.
I have a different process for autoresponder emails than I do for sales letters, web pages, VSL’s and other larger campaigns etc.
But generally it goes like this.
First I write out all the different elements first such as the product benefit “bullet points” … the offer … the guarantee … the lead … the credibility and proof elements … any stories used … the closer … the order form (if required).
Then I ‘assemble’ all the elements like a jigsaw puzzle so they’re all in the correct place … and … make sure everything flows smoothly and logically from each step.
I’ll also add in as much genuine urgency to your promotion as I can.
And if I'm writing out a sales page, email, direct mail letter or VSL, I then create the all-important headline.
(I actually create a few headlines and other elements which you can use for testing.)
Step 5 - Editing
After I’ve completed the first draft, I DON’T send it to you.
I'll actually leave it for a couple of days before I look at it again.
Here, I ruthlessly edit what I thought was my masterpiece.
I read it out loud.
I chop, change, and re-assemble.
I sweat and agonise over every word and phrase.
I run it through readability tests such as Flesch Kincaid.
You see, good sales copy is not merely written – it’s edited.
Once I'm satisfied, I send this to you for your approval before any further edits are made.
How Long Does it Take to Complete a Project?
It really depends. It could be as quickly as 1 week, but likely it’s going to be 2-8 weeks. (It may even be longer if it’s a complex, multi-step campaign we’re working on).
So if you’re absolutely desperate for sales copy and “need it now or I’m going out of business”, then I’m probably not the guy for you.
I like to get things done right.
After I’ve completed the first draft, I send this off to you for approval.
You get to check the sales copy so you can add any suggestions, or correct any factual statements I’ve made that you believe are incorrect.
You also get to pass the first draft on to your compliance or legal team to check.
After this checking, you might need one or two changes made.
I'll make up to 2 revisions for you to make sure you're happy with the copy I've submitted to you.
What Kind of Results Can I Expect?
Can I guarantee you a particular result?
No copywriter or marketing consultant can state that you're guaranteed a certain response rate or that you're going to "get rich quick".
There's simply too many factors which go into the success or failure of a campaign beyond the sales copy.
I can guarantee though that you will receive a fully professional service, and that you'll be satisfied with my work before you test it in the marketplace.
What About Graphics, Design & Building Websites?
My skills are persuading in print.
That means my focus is on the the actual part that brings in leads and sales - the writing.
I am not a web designer or graphic designer.
I can however, work with other people (whether they are part of your team or outsourced) to help things look and perform well - whether it's online or offline.
I can also show graphic designers and web 'geeks' how your web site (or sales letter) should look using "wireframe" outlines.
After all, colour and design does still play a role, so it's important we're all on the same wavelength.
What Are Your Fees?
I charge a flat fee.
This is the simplest solution and will lead to a much happier relationship between us.
Hourly rates are a surefire way for everyone to be unhappy. (I can explain why when we speak.)
With regards to the actual fees themselves, it really depends.
Some copywriters charge $7,500 - $25,000+ for a single sales letter.
At least half of this fee is purely due to their 'name' rather than skill level.
Dan Kennedy states he charges $120,000 + royalties yet admits in his programs that he isn't necessarily the best writer.
As for me, whilst I'm not 'cheap', I'm not greedy either.
However, if you're budget is very tight, I may be a little out of your range.
Contact me to discuss your project. If we're both excited about working together, I'll give you the price.
I charge half the fee upfront, and the rest is to be paid upon delivery of the work to you.
What's a 'Kill Fee'?
After I've received half the agreed payment upfront, I'll commence work.
Yet, for reasons beyond your control, you might need to cancel the project later on down the line.
If so, I waive my full fee and simply retain half the payment already made by you.
This is referred to as a 'kill fee'.
It simply makes sure I get paid for the work I've done and that you're not liable for all the agreed fees.
Can You Meet Me In Person?
Given the tech available to us today such as Email, SKYPE, Web Conferencing and Dropbox, it wouldn't serve either of us if you were flying to meet me (or vice versa.)
There may however be an exceptional circumstance where I need a tour of a facility or plant. If necessary, this would be included in any pricing.
Do I Need to Sign a Contract?
If we decide that we want to work together, we'll work on the details of the project and the next steps.
We'll then sign a simple, jargon-free agreement so we're both clear on responsibilities.
Anyway, that wraps up how I work, and the process we’ll go through.
So if you’re interested, please fill in the form below now and I'll get back to you ASAP.
P.S. In case you want to know a bit more about me, you can view my "about page" here.