Letter sent on Feb 3, 2017

Content = Clients: The No Bullshit Guide To Selling, Managing & Keeping Customers

I’m not going to sit here and write some bullshit about how content is king and 37% of content marketers think that people like clicking on red links vs. blue links (I don’t even know if that stat is true) or about how to generate a million bucks in revenue with a blog.

I don’t know, I feel like 2009 was the peak period for that kind of crap, and nobody who has anything to do with running an online business needs another list post about it.

What I want to do is show you a process and a toolset for managing the leads you gain from your content once you’ve captured their attention, and hopefully give you some realistic information that you can use to get more clients from your traffic, and manage those clients better.

The fact of the matter is, most people running a business don’t know anything about managing a client except the age old saying “The Customer Is Always Right” — which is a bullshit saying anyway. Here’s what I want to cover:

  • Knowing what you’re going to sell
  • Using emails + Snapchat to sell
  • Getting a proposal out the door
  • Negotiation & your ever approaching mortality
  • Why the customer isn’t always right (if you don’t read down that far, here’s the short version: because some customers are assclowns)

If you have that list sorted, you probably don’t need this post. But if you don’t, you need to get onto it right away. In my experience, the vast majority of businesses out there are running by the seat of their founders’ pants, so having your proverbial shit together is going to give you a killer advantage.

Love this chart. 99Designs research at work here. This is what folks running their own freelance/service businesses are strugglin’ with. By the time you’ve finished reading this, you’ll have a solution to every one of those challenges. And if you don’t have a solution, you can Snapchat me and I’ll provide the answer in person. The link to my Snappy is at the end of the post.


Read on…

Knowing what you’re going to sell

The first time I ever had someone ask if they could hire me from my blog (long before it was called Creatomic), I came to a stunning conclusion. I had no idea what I wanted to sell, what service I wanted to provide. I had a “Work with Jon” Big-Shiny-Button on my site, and it didn’t mean shit because even Jon didn’t know what that would entail.

At the time, I solved the problem by emailing the potential client a complete list of every service I could offer. And they never got back to me. It was the same thing that happens when people ask me to choose dinner and give me 10 different restaurants to choose from — I end up cooking at home because I can’t pick what to do.

Btw. You’re going to have to get okay with jumping on the phone. Phone calls close deals. Emails don’t. Sorry. It’s a fact.

So you have to be pretty clear with people about what exactly you want to sell them. Know your product or service, know the price point, know how to approach the sale. Know your responses to their objections.

Here’s the most common objections:

  1. It costs too much.
  2. I can do it myself.
  3. I don’t want to change.

Your answers are going to be simple. And they’re not going to be unique. You need to be able to confidently state that:

  • You cost what you’re worth
  • You can do it better
  • You can make the change benefit them tangibly
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