What can DIY teach you about copywriting? Loads…
You might worry. ‘Am I doing a good job of all of this?’ But comparing yourself to others in the same line of work eats you alive if you let it. So what’s a gal to do? You analyse a different profession altogether…
For me, it’s tradespeople. I’m a copywriter come DIY warrior, but accept there are some things I can’t or shouldn’t do myself. Like put a cowl on a chimney stack or move the boiler. To not kill myself, I need a professional.
Hiring one, I learnt a lot about how to handle my own business.
How to *not* land new customers
- Make sure there is only ONE way to contact you. Better still, just list a mobile number, so nobody can trace the existence of your business.
- Have no web presence whatsoever. Absolutely nobody will ever want to see examples of your work online or know anything at all about you.
- Try not to turn up when you say you will. Customers might arrange their day or whole week around the time you agree but do what feels right.
- Being busy shows you’re a good’n, no? Be sure to stuff new customers into a jaunty schedule. No need to make them feel special or anything like that.
- Old-fashioned sales techniques aren’t nauseating at all. Remember, they’re not people, they’re prospects — customers don’t think or feel.
- Try not to talk about money. It makes people really uncomfortable.
- Whatever you do, don’t go into too much detail. Be as vague as you possibly can be about your process. In fact, why bother having one at all?
- Save time by making assumptions. For example, a woman can’t measure, make a decision, or order your materials; she’ll ask her husband later.
- Customers will want to speak to you, but they’re happy to wait until it’s most convenient for you. Get back to them whenever you fancy.*
- Finally, talk about yourself at every opportunity. Customers. Love. That.
*Disappear sometimes! It’s like a super fun game of hide and seek for people. They’ll always remember you for it.
Endnote
No exceptional tradespeople in Warwickshire were slandered in the making of this post. I have a growing list of them should you ever need a contact.
