Getting Great Clients Through Spec Assignments and the Staircase Technique

By Chris Allsop

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Getting Great Clients Through Spec Assignments and the Staircase Technique

Early on in my copywriting business, Master Copywriter Clayton Makepeace put out a call for new copywriters, or “Copy Cubs,” as he calls them. At the time, he was operating a copy agency and he needed copywriters to help him with the workload.

Now, Clayton is one of the world’s best copywriters in the health and financial markets. So, I was pretty excited about an opportunity to work with him.

Clayton’s “application” was a Spec Assignment. This is work you do on “speculation” with no guarantee of payment, or in this case, employment. Clayton’s Spec Assignment was a headline and lead — about two pages long.

I diligently worked on the assignment and sent it in as instructed. Then, I eagerly waited for his reply …

… which never came.

Four or five years later, I was getting ready for AWAI’s Annual Bootcamp in October 2013. Once again, Clayton put out a call for a Spec Assignment. This time, the winner would get to work with him and Weiss Research on a promotion for Safe Money Report.

I decided to try again. I sent my assignment in, and then tried to put it out of my mind. Still, I nearly fell over when my name was announced as one of two winners at Bootcamp.

Not only had I won an opportunity to work on my first financial promotion with Clayton, I was also paid $12,500 to write it, plus royalties. Better yet, this opportunity opened the door for me to work with other financial publishers.

Spec Winners: Chris Allsop and Brian Ochsner, accepting their checks from legendary copywriter Clayton Makepeace at Bootcamp 2013.

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So, how did I go from no response to working with one of the best copywriters in the world?

I did it, one step at a time, using the “Staircase Technique.” And as you can probably tell from my story, Spec Assignments were invaluable in getting me into a lucrative niche I love writing for.

The Staircase Technique allows you to grow your skills while expanding your business.

And Spec Assignments are the ultimate door opener.

Combine the two, and you’ll get experience, samples, and testimonials — all while making money as you go. You’ll improve your writing and marketing skills. And you can try different niches, if you want to.

More importantly, your confidence expands with each step you take. And that is the most important factor in a successful freelance business.

So, in this report, I’ll show you how to combine Spec Assignments with the Staircase Technique to build your successful freelance business. I’ll also show you how to …

• Use two different types of Spec Assignments — in ways you’ve probably never considered — whether you’re well into your freelance business or just starting out.

• Develop a business-building strategy with Spec Assignments.

• Find and approach clients.

• Ensure a client-pleasing project and repeat business.

• Utilize Spec Assignments to develop a web-writing business in your dream niche.

It’s a step-by-step process that builds your confidence and skills — as well as your income. And there’s nothing better than that.

So, let’s get started!

Chris AllsopFinancial and Business Opportunity CopywriterAWAI Circle of Success Member

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How to Leverage Spec Assignments As I mentioned, a Spec Assignment is work you do — for free — on speculation … that is, with the hope it will lead to further work with a client.

But why would you ever want to work for free?

When you’re starting your business, you haven’t had an opportunity to prove your skills. The same applies if you’re new to a certain niche, such as financial copywriting.

Small business owners want great marketing that reels in new clients and customers. But they may hesitate to hire you if your ability to do this is unproven.

Marketers working for larger companies, or in niches such as financial and health publishing, may be even more hesitant. Developing a promotion, even one for the Web, is an expensive process. They want to be sure they have a reasonable chance for success.

So, Spec Assignments are a great way to prove your writing skills. And when you do, the marketer or business owner is likely to use your services again and again.

Now, Spec Assignments fall into two major categories:

1. Assignments offered openly by companies, which is the type I did for Clayton Makepeace, and

2. Spec promotions you offer to do for potential clients.

We’re going to cover both in this report, but we’ll start with specs you offer to prospective clients. They’re a great way to open doors — especially when you’re just starting out.

And we’ll make our journey to building a freelance business with Spec Assignments using the Staircase Technique.

So, let’s begin with Step One of the Staircase …

Definition:

A Spec Assignment is work you do on speculation. That means that you do the work either with the agreement that you’ll get paid if the client decides to use it or with the understanding and hope that it will lead to future work with a client.

Doing a few projects on spec can help you build your portfolio, your confidence, and your connections.

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Step One: Determine Where You Are, Right Now

Your first step is an honest assessment of your business. To begin, ask yourself these questions:

• What type of work do you want to do or try?

• Do you have the skills you need? Or do you need additional skills?

• Do you need experience? And do you need proof of that experience you can show to potential clients — such as testimonials? Or samples? Or both?

• Do you need to establish your own proof, such as a website or a blog, to demonstrate your ability to potential clients?

Your answers will tell you what you need to do to either get your business up and running, or to take it to the next level.

From here, you can draft a plan to move forward.

For example, if you want to write for alternative health publishers, but you need more skills, you can take action in several ways:

• Sign up for AWAI’s Secrets of Writing for the Health Market.

• Visit alternative health websites and get on their mailing lists.

• Study alternative health promotions. Write your favorites out by hand.

• Watch videos on health marketing websites.

Don’t forget to set a time limit for developing the basic skills you need to get started. You want this to be a goal that will advance your business, not an excuse to delay approaching clients.

If you’ve completed The Accelerated Program for Six-Figure Copywriting or Web Copywriting 2.0, you have a solid foundation of skills. You’ll continue to learn as you go along — that’s the beauty of the Staircase Technique. But you have plenty to get started, right now.

This takes us to Step Two …

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Step Two: Complete Your Most Important ‘Spec Assignment’ As a web writer, your first Spec Assignment is something you may not expect.

It’s your website!

In a sense, you’re writing on spec for potential clients. That’s because your website is a great way to showcase your writing and marketing skills.

So, if you haven’t developed yours, now is the time! If you’re not sure where to start, I suggest you check out Wealthy Web Writer’s tutorial, Build Your Freelance Website with WordPress. This will get you started in developing a professional website that sells your services.

If your website is up and running, make sure it highlights your skills.

For example, if you plan on writing blog posts for companies, include a blog that covers a range of copywriting and marketing issues. Or, if you want to focus on email copy, write articles or blog posts on email marketing.

Over time, you can add testimonials and samples from your clients. But to start, a well-done website is your ultimate sample.

With that, you’re ready for clients.

Unfortunately, this is where a lot of us get stuck. If you don’t have connections through a business or job, where do you begin?

Let’s cover that in Step Three …

Step Three: Develop Your Client ListI mentioned in my introduction that my first Spec Assignment for Clayton Makepeace did not generate a response. I realized I wasn’t ready to work with Clayton, so I decided to start where I was ready. And that was with people I knew — friends, neighbors, and relatives. Another great source is professional business owners, such as your local vet or financial planner.

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Gather a list of people within your network who have businesses or who work at companies that may be able to use your skills. Then, examine how each business is doing their marketing. Narrow your list to businesses that are using some form of the service you provide.

For example, if a business already has a website, this shows they’re interested in promoting their business. It also means they’ll be more receptive to your offer to help.

Start by looking at their website. Do they blog regularly? Do they use content on their site? What about ads in the local paper? Have they ever tried direct mail?

Consider how you can improve their website, ads, or campaigns. Can you expand on the marketing they’re doing now? Make a list of your ideas.

Once you’ve reviewed your list, pick four or five businesses that are your best match. They should be in your niche, or need services that fit with your business goals.

Now, you’re ready for Step Four …

Step Four: Approach Potential Clients with ConfidenceApproach each potential client by telling them what you do, and how you can help. Include a compliment as well. I suggest saying something like,

“I’m starting my business as a direct-response copywriter. I notice you have a website. I really like the design of your home page. I believe I can help you convert even more website visitors to customers by making a few changes. Can I buy you a cup of coffee to go over my ideas?”

Be honest. Tell them you’re starting your business and you will do your first project at no cost in exchange for experience and a testimonial.

Just be sure to limit free projects to one per client. Also, be very clear with your client about what you will do — and put it in writing. You should also give your client an idea of the next step. So once you finish your spec project with them, you might say something like …

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“If you like my lead generation report, I can help you accomplish even more with a regular blog … ”

Tell them you’ll provide a special discount for the second project, in thanks for their support of your business. If you’re not sure what to charge, use this Pricing Guide to get started.

Now that you have your first client, it’s time to move on to Step Five …

Step Five: Impress Your Client and Ensure Repeat BusinessEvery project you do should be your best effort, and Spec Assignments are no exception. After all, when your copy brings in new customers and revenue for your clients, your success as a freelance copywriter is assured!

So begin your project by meeting with your client, whether by phone or in person. Come prepared with the questions you need answered before you start writing. Here’s a list of questions to get you started.

After your meeting, it’s time for research. Thorough research makes the difference between doing good work on a project and doing great work. You can find a list of what you should look for during your research right here.

Be sure to study successful promotions, websites, and content in the topic or industry you’re working in. Note what you like about them. Then, write out the first two pages of your favorites by hand. This gets you into the writing flow, making it far easier to face that blank page.

Now, you’re ready to write. Keep your AWAI program manuals handy. Follow the structure they provide for your particular project. These are successful formulas, so be sure to use them!

Once you have potential headlines and leads, share your ideas with your client. You should also include an outline if you’re working on a longer project. This ensures your client is happy with the direction you’re taking.

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Let me add that every freelancer finds submitting drafts to be a bit nerve-wracking — so don’t worry. Just be prepared to make changes. Look at reviews as collaborations with your client to ensure that he gets a polished final draft.

And speaking of polished draft … be sure to allow enough time to proofread your copy. Read your copy out loud. Better yet, have someone else read it, too. When you’re sure you’ve caught every error, it’s time to hand in your final draft.

However, this doesn’t mean your project is finished. When you submit your final draft, ask your client what you can do next time to improve. This question not only gives you valuable information, it also sends a clear signal that you’re serious about working with your client again.

Finally, ask for a testimonial. And if you enjoyed working with this client, bring up the topic of your next project. Otherwise, chalk up your experience to a lesson learned, and move on to your next prospect.

Repeat these steps with the other potential clients on your list. Try to get a feel for working with different people, in a variety of businesses.

It won’t be long before working with clients feels like second nature. It’s also a lot of fun to watch as spec work turns to paid work and the money rolls in!

However, I suggest you set some of that money aside for your next step, number six …

Step Six: The Often-Forgotten Step in Building a Dream Business — Reassess and ReinvestThis step is important, yet it’s often overlooked when it comes to advancing a business.

After you’ve worked with four or five clients, it’s time to take another look at your original goals to reassess. Ask yourself these questions:

• What have I learned while working with these clients?

• Is there anything I didn’t like?

• What skills do I need to improve so I can work in a different niche?

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• Alternatively, what skills can I add in this niche to offer more services and make more money?

• How can I improve my marketing? How can I leverage the testimonials and experience I’ve received so far?

Honesty is really important here.

For example, if you would rather work with larger companies instead of small businesses, you may need to grow your skills as a Business-to-Business (B2B) copywriter.

Consider the extra services you can offer clients — like video promotions. Can you use this skill to help clients while improving your bottom line?

Perhaps you’ve developed an idea for your own Money-Making Website. Or you may want to market yourself as an expert in a specific niche, such as a copywriter for financial planners.

Honest answers to your questions will lead you to your next best steps in building a fulfilling, successful business.

Think of these six steps as climbing a flight of stairs. When you want to go higher, you climb from the floor you are on to the next floor using these steps. Then, when you’re ready to go even higher, you climb them again to get to the next floor.

That means if you’re ready to grow your business to the next level, it’s time to go back through these steps, starting with Step One: Determine Where You Are, Right Now. Ask yourself the same questions you considered when just starting out.

Now, you’ll generally find that your answers fall into three categories:

• Improving your skills,

• Expanding into a new client base, and

• Updating your marketing.

Consider your answers. Then, revise your original plan accordingly. And your first action may be to upgrade your skills.

You may recall I suggested setting money aside from each project for this step. This creates a fund that allows you to reinvest in yourself.

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Here are four actions you can take to add new skills:

1. Browse through the AWAI program catalog. Find a program that teaches the skills you want to add to your portfolio.

2. Consider working with a coach or mentor. Coaches can help you improve your writing, or hone your skills and marketing so you can break into your dream niche.

3. Attend AWAI’s Annual Bootcamp or a special conference, like AWAI’s Web Copy Intensive or The Makepeace Financial Publishers Copywriting Intensive. These events will not only help you build your skills, they also provide another key benefit. I’ll tell you more about that in a minute.

4. Finally, consider AWAI’s Circle of Success. Becoming a member provides you with just about everything you need to build your business.

For the record, I’ve used all four options to improve my writing, develop my marketing skills, and settle on a niche I love working in.

Your plan should also allow for any changes you need to make to your website or other marketing materials. That means we’re back to Step Two: Your Most Important ‘Spec Assignment.’

Flaunt your new testimonials and samples on your website! If you’re planning on entering a new niche, add relevant articles or blog posts. Do whatever you need to do to make your website the strongest representation of your skills.

In addition to new skills and marketing, you may also be ready to dip into a bigger, more lucrative pool of clients. Now, you’re repeating Step Three: Develop Your Client List.

But where do you look for new clients? And how can you use Spec Assignments?

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How to Find Small Businesses with Big Growth PotentialWe’ve covered how it’s great to work with people you know, like your hairdresser or vet when you’re just starting out. The experience you gain, along with testimonials and confidence, are great business boosters.

However, to take your business to the next level, you need clients who have both the ability and desire to expand their businesses to larger audiences. These are clients who can grow by selling their services or products on the Internet. Equally important, they view quality copywriting and content as a key ingredient to their success.

You can find some right in your backyard, including …

• Independent insurance agencies

• Retirement and financial planners

• Software companies

• Supplement or beauty suppliers

And some of the clients you already have may even fall into this category — which is great! But if not, how do you find them? Here are five steps you can take:

1. Talk to your current clients. For example, your vet needs insurance. Ask her who she works with. Better yet, ask if she will give you a referral. Many small business owners are happy to introduce you to businesses they work with.

2. Visit the nearest Small Business Development Center or SBDC. They’re usually affiliated with universities, so there are probably several scattered across your state. Ask them for help in finding businesses that fit your niche.

3. Search Google for associations or trade organizations in your niche. Look for trade-based magazines and newsletters, too. Both of these are great sources for potential clients.

4. Look for companies that advertise in trade magazines or exhibit at trade shows. These actions show they are willing to spend money on marketing. If possible, attend trade shows or conferences in your niche. Keep in mind that smaller companies — the ones who will most likely need your help — will be in smaller booths.

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5. Participate in LinkedIn groups in your niche. By participating in groups and providing helpful advice, clients will get to know you. Take a look at this report, which gives you helpful tips on using LinkedIn to find new clients.

Now, these five methods are great ways to find new clients. But there’s also an easy way to attract clients — by writing helpful articles on marketing for local newspapers, or business and trade journals — both on and offline.

You will likely have to submit a one-page query letter that describes the article you plan to write. So, be sure to look at articles in the publication you’re targeting beforehand. Your proposed article should be on a topic that will help their audience. It should also fit the length of other articles they use in their publication. With these strategies, you will find and attract new clients. And, like before, you will have to tell them how you can help their business. This brings us to Step Four: Approach Potential Clients with Confidence.

To get ready to approach potential clients, take some time to review their website and marketing materials. Sign up for their e-newsletter, if they have one. Notice if you receive emails after signing up. Read through everything they send you.Then, identify strengths AND opportunities for improvement. For example, if they don’t have e-newsletter or blog, you can suggest one during your planned conversation.

Now, you’re ready to talk with the owners or marketing managers of your target companies. If you’re engaging with companies on LinkedIn, or approaching companies at trade shows, you are likely already talking with the right people. As you did before, compliment them on the work they’re doing now, and suggest ways you can help them get even better returns.

If you’ve been referred to companies by current clients, use your referral to open doors. And if you’ve gathered names of companies from your local SBDC or another source, send a letter letting them know of your services. Be sure to follow up each letter with a phone call.

When you call, ask if they work with freelancers. Master Copywriter Bob Bly suggests you ask outright what it would take to be considered for a project. One thing to keep in mind … when approaching clients, the chance of you reaching out at the exact time they’ll need your services is low. So, in addition to being patient, courteous, and professional, you must be politely persistent in following up.

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And this is when a Spec Assignment can help. If a potential client hesitates about hiring you, suggest a small, trial project. Tell them they must be completely satisfied with your work, or there will be no charge.

Once you’ve secured a project, it’s on to Step 5: Impress Your Client and Ensure Repeat Business. And this is important because when you find clients who have the ability to grow, you could be working with them for a long time.

Finally, never skip Step 6: Reassess and Reinvest. Take the time, even once a year, to consider whether you want to explore a new niche, use new ways to market yourself, or gain skills that can help you make more money — for yourself and your clients.

Combining these six steps with Spec Assignments is a great way to build your dream business.

But there’s another way to use Spec Assignments to accomplish the same thing — sometimes faster than you may even think possible. Remember, early on, I mentioned there are two types of Spec Assignments you can use to build your business. Up till now, we’ve been talking about offering to work on spec for prospective clients.

But in some cases, companies openly offer Spec Assignments to copywriters just like you.

When Clients Come Looking for You … One place where clients consistently seek out new copywriting talent is at AWAI events such as the Annual Bootcamp, or special conferences like The Makepeace Financial Publishers Copywriting Intensive.

These events attract people just like you — copywriters who want to improve their skills and grow their businesses. That’s why events are a perfect place for marketers to find fresh talent and ideas. And you don’t have to be an expert copywriter to get noticed. If a marketer feels your Spec Assignment shows promise, you can win a paid project.

Let’s look at AWAI’s Annual Bootcamp as a typical example of how this works.

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AWAI holds a Job Fair at Bootcamp to connect marketers with attendees. Because Bootcamp attracts so many different copywriters, you’ll find companies and organizations from nearly every niche — from fundraising and health, to financial and travel, and much more.

Although some companies ask for samples, most offer Spec Assignments for you to try. And these are typically a headline and lead, about one to two pages long. Once you’ve registered for Bootcamp, you gain access to a personal web page that includes a list of Spec Assignments from the companies who will be at Job Fair.

This gives you a perfect opportunity to follow the Staircase Technique and get the most out of your Job Fair opportunity.

Start with Step One: Determine Where You Are, Right Now. What niche interests you? Are there any skills you want to polish before writing specs? Work on these skills now.

Then, go on to Step Two: Your Most Important ‘Spec Assignment,’ which is your website. Make sure it’s a professional representation of you. If you don’t have a website, and you don’t have time to get one ready before Job Fair, don’t worry. Take the time to set up a LinkedIn profile you can refer prospects to. And remember, in this case, your well-prepared Spec Assignment is more important. Step Three: Develop Your Client List, is next. Decide who you want to approach at Job Fair. Keep in mind that some marketers want copywriters for front-end promotions to bring in new customers. These assignments can be more difficult to write. Others are looking for more content-related copy like blog posts or articles. This type of copy is easier to get started with.

So, don’t throw all your eggs in one basket by choosing specs only for front-end promotions, especially if you’re just starting out. I suggest approaching a range of clients in the niche or niches that interest you — from front-end promotions to content opportunities. And you never know … you may end up with multiple clients!

Once you’re at Bootcamp, it will be time for Step Four: Approach Potential Clients with Confidence. However, to do this, you need to complete thorough research before you get there.

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Study the websites, blog posts, and content of every company you want to approach. Then, carefully review each Spec Assignment. Compile any questions you have for each marketer. That way, you’ll be ready to make the most of Job Fair, which will make writing your Spec Assignments easier.

After Bootcamp, you’re ready for Step Five: Impress Your Client and Ensure Repeat Business. Only in this case, repeat business is actually a paid assignment with your new client. So, take the time to make your Spec Assignment as perfect as you can.

Spec Assignments from events like Bootcamp can really boost your freelance business. They have certainly helped me to build mine:

• Early on, I was able to try different niches, gain experience, and get paid by clients who decided to work with me based on my Spec Assignments.

• Completing a Spec Assignment for Dan Kennedy at one of his events led to me getting a referral from Dan for an information marketing client — a client I continue to work with today.

• And my Spec Assignment for Clayton Makepeace not only gave me a paid copywriting job, but also opportunities to work with other financial publishers.

In fact, these events are so important to me, both for building skills and making connections with marketers, I make it a point to set some of my earnings aside. That way, I can attend Bootcamp and other special events, every year. However, there is one thing I want you to keep in mind …Not every Spec Assignment you submit will be accepted. I’ve had my share of Spec Assignments I’ve submitted through the years that were declined. Sometimes, your writing style doesn’t click with a marketer. And sometimes, you may not be ready yet for the level of writing they need. Whatever the reason, don’t give up.

If I had given up after submitting my first Spec Assignment to Clayton Makepeace, I wouldn’t have had the opportunity to work with him — an opportunity made possible by a second Spec Assignment some five years later.

Even if your Spec Assignment is declined, you’ve gained valuable experience. In fact, every time you write, you practice your craft and become a stronger writer. Plus, you get better at selling yourself and your services.

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5 Top Tips for Winning Spec Challenges from Elizabeth BlessingElizabeth Blessing won not one, but two Spec Challenges at last year’s Bootcamp and Job Fair, including a contract for $15,000 plus royalties from financial publishing powerhouse Weiss Research and the chance to work with legendary copywriter Clayton Makepeace.

These are her 5 top tips for winning Spec Challenges:

1. Have a plan to keep yourself focused. It helps to focus on doing specs for clients or products you are interested in.

2. Give yourself time to do a good job. Estimate how long it will take you to write your spec and then add 25-50% more time on top of that for good measure. Once you finish your spec, let it sit for a few days. You’ll be surprised that problems you didn’t notice before now become obvious to you. Make your final changes before you submit your copy.

3. Good research leads to great copy! Before you dive in and start writing, it’s important to study the marketer’s current control. Study the headline and lead, the benefits, and the tone. Then go beyond the current promotion … go to the marketer’s website, read their content, and sign up for their newsletter or special reports.

4. Follow instructions. This may seem self-evident, but you really need to follow the marketer’s spec instructions for copy content, formatting, and due dates. Your spec may not be considered if you don’t follow the instructions as outlined.

5. Connect with marketers at events like Bootcamp. And when you do talk to marketers, always focus on their needs.

Elizabeth Blessing and Amin Muhammad were big Spec Challenge winners at Bootcamp 2014, pictured here on stage with Master Copywriter Clayton Makepeace.

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Six-Step Staircase Technique for Getting Clients Through Spec AssignmentsSo, we’ve covered Spec Assignments in two categories:

1. Assignments offered openly by companies at events like Bootcamp, and

2. Spec promotions you offer to do for potential clients.

And we’ve looked at how Spec Assignments, when combined with the Staircase Technique, can help you build your dream freelance business.Here’s a recap of each step:

Step One: Determine Where You Are, Right Now by making an honest assessment of your skills, interests, and the marketing you need.

Step Two: Complete Your Most Important ‘Spec Assignment’ by building a website that highlights how you can help clients.

Step Three: Develop Your Client List, adding companies you want to work with.

Step Four: Approach Potential Clients with Confidence after completing the research you need to help them best.

Step Five: Impress Your Client and Ensure Repeat Business by following a process to create memorable copy that brings in results.

Step Six: Reassess and Reinvest to determine your next steps to ensure your freelance business is the one you’ve always dreamed of.

And before I close, I’d like to leave you with one last bit of advice …

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The Most Important Step to Your Successful BusinessNone of the advice, tips, or steps I’ve mentioned in this report will matter unless you take this step …

… action.

Action is the most important step to building a successful business. And I know this from experience.

Early on in my business, I decided it was time to set up my website. Now, that was a good action to take, except for one thing.

I did it in isolation. I thought a website would magically draw clients to me. Well, as I discovered after a while, it didn’t.

My business only started to roll when I took action by following all of the steps covered in this report. I used the Staircase Technique and both types of Spec Assignments to build my business as a financial and business copywriter. And I’m so glad I did!

You can do the same, whether your business is up and running now, or you’re just starting out. Your dream business is possible …

… simply by taking one step at a time.

About Chris AllsopChris Allsop specializes in copywriting for financial and business opportunity information marketers. Some of her recent clients include Motley Fool Canada, Eagle Financial Publications, Weiss Educational Services, and AWAI’s Wealthy Web Writer. Chris currently divides her time between her copywriting business, her job as a university Development Officer, and her family. She credits AWAI’s Circle of Success for the incredible opportunities and friendships she has gained along the path to building her dream freelance business.