Common Questions About Myself + My Copywriting Services:
www.seanlai.net — Relationship Coaching
Now, my aim here is complete transparency.
And in that regard, I should note I’m by no means some kind of “industry veteran” or “superstar copywriter”. Frankly, there are many copywriters whose experience and track records far outweigh my own. If “decades of experience” is a non-negotiable priority to you, then I can try and refer you on to one of my peers.
But I can offer something just as valuable to your business:
Access.
I can work closely with you and your team throughout our entire working relationship.
If you need more face-time to get your messaging strategy nailed down… I can make myself available. If you need a sounding board to run a new idea past, then I can help flesh it out with you.
I also have years of experience on the consumer side. Even at the time of writing, I’m working through 3-4 online courses in business and personal development, and belong to several coaching groups. I’ve been to various live events– meet-and-greeted with hobbyists, self help junkies, and serial learners alike.
Whatever fears, desires, or needs your unique audience shares, I’ve likely had some experience going through a similar customer journey. So I can speak straight to the conversation in your ideal customer’s head.
In all other aspects, I’m genuinely passionate about this field, and am a firm believer that e-learning and private coaching programs will be at the heart of a new-age Renaissance.
My aim is to make every piece of copy I submit a “complete product” the client will be happy with.
However, life happens and what I first show you may not always be to your taste.
But fear not! I have safeguards built in to my work process so that any problems can be flagged up early and dealt with.
Every writing project includes an “early-stage” copy review, and further review stages thereafter.
What myself and other copywriters have found… is that most issues clients have (if any) with submitted copy… arise early in the writing process. We can catch these issues early on– so the end result won’t come with any undesirable “surprises”.
If– despite my best efforts– some issues fall through the cracks into the final draft, then you’ll find I’m always open to reasonable, honest feedback. I’m not prissy or entitled about what I write. My focus is on increasing your marketing and sales outcomes– whatever sales messages are required along the way.
My aim is to provide a mostly “frictionless” service.
If I’m able to perform a task without input from the client, without compromising the end result… then I’ll do exactly that.
For tasks which require some cooperation from the client, I will make my requests as directly and simply as possible.
You may be asked to provide feedback at critical junctures. You may also be asked to provide access to company materials— product samples, market research archives, previous split test results, testimonials, etc. If I’m writing a promotion for an info-product, I’ll need access to the product. (If you’re in “pre-launch” phase and don’t actually have a finished product yet, then I’ll need detailed outlines of the planned product contents.)
If I’m writing for a live event or coaching program, then I’ll need detailed information on how they’re structured, the coaching process, etc.
Or even better, you may want to fly me out to an event so I can translate the first-hand experience into compelling sales copy— but this isn’t obligatory.
As far as communication goes, I like to block out time in advance… for us to chat and stay on the same page… at various stages of the project.
This is entirely dependent on project scope, of course, and for “smaller” projects, less back-and-forth dialogue is necessary.
You’re welcome, of course, to delegate communications to a member of your team, or to a relevant Head of Department.
Bare in mind, if I need a decision-maker to “sign off” on something, I’ll require an adequate level of structured access to those decision makers.
In all other regards, I can be more ‘present’– or more ‘invisible’– as your preferences dictate.
I do my own copy-editing, so client feedback is always optional, and not an obligation (but always appreciated!).
Primary modes of communication will typically be Skype/ Zoom video calls (for the “big talks”), and email (for the “in-between stuff” and written agreements, or for anything else requiring a ‘paper trail’.).
You can find my estimated fee ranges in my information kit.
Bare in mind the only way to get a specific project quote is to book a free 20 minute strategy call.
Fees to be negotiated according to project scope, budget, marketing objectives, approximate word count, and other factors.
We can customise a solution to suit your unique needs, challenges, and budget.
Most projects are charged on a per-project basis. I rarely charge by the hour or by the word– except where it makes practical sense to do so.
There’s no one-size-fits-all answer to this— every project varies in scope, word count, extensiveness of research, creative ambition, and pre-existing research materials (or lack thereof).
Then there’s also the question of whether you need some strategy sessions worked into the mix— or whether the strategy is already mapped out, and you just need me to write the copy.
Generally speaking, the writing and research process gets more intensive… the closer the sales copy is to the final point-of-sale.
A long-form sales letter has to carry the full weight of the sales argument, and therefore takes more time to get just right— anywhere from 4 to 8 weeks is typical, depending on the project scope.
A ‘rapport building’ email, on the other hand, could probably be knocked out in an afternoon… as it carries less “selling burden”.
An ‘advertorial’ may fall somewhere in between, since it’s a kind of “disguised” sales pitch, wrapped up in the form of “useful, free content”. About 4-7 days should be sufficient for a solid first draft.
We can, at times, speed things up… if you’re in a “deadline-sensitive” position. Although this should be brought up before any formal agreements are made… so I can accomodate for your needs ahead of time.
But in general, it’s worth taking the time to get sales copy “just right”– as the margins for error are much slighter than content that only “informs and entertains”, but doesn’t sell (ie: your typical blog posts, social media “engagement” content, etc.)
It depends on the objective of the sales piece, and how strong is the overall sales cycle.
If you want content that “entertains and informs” but doesn’t sell, then you should see an uptick in reader engagement and interest. More of your cold leads should start to “warm up”, and therefore be more open to your direct sales pitches.
If you want copy that explicitly sells something— that persuades readers to take action– then you should be able to measure an increase in revenue… and/ or an increase in ‘actions taken’. (eg: email subscribes, clickthroughs, Facebook comments, etc.)
That said, I don’t guarantee any specific result.
But whether you sell info products… live coaching programs… transformational seminars… or print/ digital how-to books…
… I can help you connect them with more high-quality customers.
Of course, every high quality customer attracted… means repulsing a low-quality customer.
So if you want customers who question your every move…
… who procrastinate and then blame you when they get no results…
… who demand a mile from you but don’t give an inch in return…
… who waste your valuable time without any intention to follow through in any meaningful way…
… then you probably shouldn’t hire me.
Every coach and info-publisher thinks they want “all the customers”… until they actually get their wish.
After all, what’s the point of getting maximum sales… if you’re also getting maximum pains-in-ass?
If you want QUALITY sales– and to build a LOYAL, engaged tribe as a consequence– then I can help.
Short answer:
Longer answer:
My writing style– as with all good writers– is in many ways an extension of my own personality, and my own ideas of what “good persuasive writing” should entail.
Of course I try to remain objective– I’ll adopt whatever “style” gets the highest conversion + retention rates.
To be clear– my priority is results, results, results.
But no writer exists in a ‘style vaccum’.
You might resonate with my “style”– or you might not. It’s good to figure this out earlier rather than later.
So here’s how I’d sum up my overall style:
- Conversational (so it feels like the product guru is right there taking readers by the hand!)
- Evidence-based (so readers believe every word and “slide” towards the call-to-action without friction!)
- Transparent (so readers feel respected and treated like adults rather than dopamine-starved children!)
- Direct (So people know exactly what they’re getting, why it’s important, and how it works!)
- Valuable (so people feel like the sales copy itself is as fascinating as the product it sells! I love sales copy that challenges beliefs, introduces new paradigms, twists expectations, etc.)
I’m not interested in playing the “hype” game. I’m not a friend of chest-beaters and macho marketers. (I outline the problem with these approaches in my free ebook.)
Most of all, I want no part in any marketing activities which disrespect or undervalue their audience in any way.
Everything beyond that is– to some extent– malleable.
Both!
That said, in order to deliver on the qualities outlined in the above question… I tend to favour longer copy (where applicable).
After all, it takes time to provide evidence of claims, to challenge beliefs, to strike a conversational chord, and to spell out important benefits/ features, etc.
If you’re of the school of thought that “people have no attention span for longer copy”, then we probably won’t gel.
That said, I do on occasion have to wrangle myself in, as all writers must. I like to get real clear on formatting + length before the project begins.
If you have a word count in mind, tell me. If not, then leave it with me, and I’ll turn in my best effort at boosting conversion rates– be it with long or short copy.
Having said that, I absolutely can write short copy too. In fact, short copy is the backbone of my ‘sales collateral’ and ‘sales email’ writing services!
When short copy is appropriate, I’ll use it. And even when I write long copy, there won’t be a single word wasted.
P.S. If you already have in-house writers to tackle the “big” projects like VSLs and sales pages… then you may still benefit from outsourcing some of the “smaller” jobs like emails, blog posts, PPC ads, etc.
P.P.S. And if you’ve never run a “big” project before (like a webinar or VSL)… then there’s no better time to start than right now! As they say, “the best time to plant a tree is ten years ago… the second best time is today.”
Samples are available for instant access in my Information Kit.