Dan Kennedy – The Business Of Copywriting

Feature of Dan Kennedy – The Business Of Copywriting

How you’ll be empowered by the Academy…

CLIENT ATTRACTION METHODS

• Traditional and NON-Traditional and Hidden Sources of Clients
• How to “create” your own client “out of thin air”
• How to turn business owners not now using copywriters into clients
• How to create MAGNETIC STATUS for yourself, so clients come to you
• Where and how to create MAGNETIC VISIBILITY
• How to position yourself as MORE IMPORTANT than a copywriter
• The two situations when taking on a client and project with NO FEE, paid only on results, makes good sense – and how one of those situations can be found right now, right where you live, and turned into thousands or tens of thousands of dollars of cash in less than 30 days
• Getting and keeping ‘the Milk Cow account’ that pays the bills
• How to “leapfrog” and use “category of one tactical positioning” – so you are target clients’ only choice

CLIENT MANAGEMENT METHODS

• Why and how to conduct your business as a Strategic Advisor (not a copywriter): THE BIGGEST STATUS & INCOME BREAKTHROUGH
• Inside looks at my actual client relationships, contracts, correspondence … control and feeding of clients … examples, examples, examples
• Identifying the “GE-SPOT” … the Good-Enough Spot for each client and each situation (hint: each one is in a different place!) … to be a much more efficient and productive copywriter
• The fine art of Project Definition … The income strategies of Project Layering … and Sequential Project Lock-In
• Compensation Structures … Getting Paid … Benchmark Payments … Royalties, Performance/Results Bonuses, Royalty Buy-Outs, Licensing/Use Fees, Use Renewal Fees
• Presenting and gaining acceptance for your recommendations and compensation (without resistance or stress) – 3 KEYS … and why you should NEVER “do a proposal”
• Creating permanent client relationships: you have far less worry about getting clients when you get the right clients in the first place, create growth and expansion of need for your services, and keep them for life
• How to “mold” the copywriting assignment so YOU have the best chance of producing a “WIN” – and how to avoid being stuck in a Can’t-Win Situation.

HIGH INCOME COPYWRITER’S MAGIC TOOLBOX

• 15 Best ‘Beat The Control’ Tactics
• Breakthrough Idea Discovery PROCESS – where to look for the leverage even the client doesn’t know he has, to dramatically improve results from his advertising/marketing … examples, examples, examples; checklists
• Efficiency (For Speed): The 12 “Boxes” To Collect and Organize Information and Ideas In, so Writing Copy for any particular project happens at Lightning Speed
• Copy Intel: Where to get the “intelligence” you need to craft the most compelling copy for the client … and how to make HIM do most of the work fetching and assembling it
• Creative Traps, Time Sucks, Hazards to avoid
• HIGH INCOME MARKETING STRATEGIST’S MAGIC TOOLBOX
• Multi-Media Integration and Systems (= more need/work for you)
• Multi-Step Systems (= more need/work for you)
• Lead Generation Systems vs. 1-Step Selling
• TAKE-HOME “FILL IN BLANK” CHARTS & TOOLS
• 20 Critical Decisions: Pros/Cons, Key Questions
• How to unearth and exploit Stored-Value in a client’s business
• TRANSFORMING YOUR ROLE
• DIRECTIONS TO … SPECIAL OPPORTUNITIES FOR COPYWRITERS
• Ghost-Writing
• Audio, Video, Online Presentation Scripts
• Speech-Writing/Group Presentation Script-Writing: SECRET
• Implementation Training
• Referral Commissions:

EQUITY, NOT JUST INCOME

• How to RETAIN RIGHTS AND SYNDICATE YOUR WINNERS – take one successful copywriting project and license it to others
• How to BUILD “PROPRIETARY” COPYWRITING PLATFORMS you can re-use repeatedly – and use to attract and “wow!” clients
• Advanced Multiple-Compensation Structures and Partnering With Clients to create continuing income, share in upside, even share in the client’s exit strategies and sale of his company (without taking on risks or liabilities of business ownership)
• SPECIAL FRI. EVE. SESSION: WHY & HOW TO BE YOUR OWN CLIENT – as an information-marketing entrepreneur