READY TO THE GROWTH OF YOUR FREELANCE …

THE GROWTH OF YOUR

FREELANCE COPYWRITING

BIZ?

READY TO

© 2019 COPYHACKERS // PAGE 2

10x the Growth of Your Freelance Copwriting Biz: A companion piece for The 10x Freelance Copywriter by Copyhackers

Joanna Wiebe with Betsy Muse

Design by Little Sweet Designs

Not for distribution or resale.

copyhackers.com/10x-workbook

© 2019 Wiebe Marketing Ltd dba Copyhackers. All rights reserved.


Ready to 10x the growth of your freelance copywriting biz?

Yes. Yes, you are. Like every badass copywriter, you are turning over every stone to find new ways to create exponential growth in your business.

You aren’t looking for shortcuts because you know there are no shortcuts or easy buttons. You’re looking for tried and true methods for achieving rock solid, no-turning-back growth.

And, you’ve found them in The 10x Freelance Copywriter by Copyhackers, the training program for truly ambitious freelance copywriters.

This workbook is not a course text. It is a companion to the course - a place for you to work through key questions and keep track of big ideas.

We’ve organized the workbook based on themes found throughout the course. The themes move you through the process of creating a structure and processes for your business.

This strong foundation helps build the confidence you need to do what it takes to find leads, close clients and get results - results that will bring in the revenue necessary to grow your dream business.

It won’t always be easy or comfortable, but you responded to the emails and sales page for the course - and that tells me you have what it takes to do the hard things that will 10x your business. Because doing the hard things is your competitive advantage. After all, almost no other freelancers are willing to do the real biz-dev work. If you are, you’ll set yourself apart. Fast.

~jo




C O N T E N T STABLE OF

MODULE 1: THE FOUNDATIONAL CORE: SYSTEMS AND TIME-SAVING PROCESSES

MODULE 2: THE CONFIDENT FLUFF-FREE COPYWRITER IS THE ONE WHO CAN 10X

MODULE 3: THE COPYWRITER WITH THE STRATEGIC ONLINE PRESENCE IS THE ONE WHO CAN 10X

MODULE 4: THE COPYWRITER WHO MANAGES PROSPECTS AND CLIENTS WELL IS THE ONE WHO CAN 10X

MODULE 5: THE COPYWRITER WITH DIVERSIFIED INCOME STREAMS IS THE ONE WHO CAN 10X

MODULE 6: JO’S NO-HOLDS-BARRED COACHING SESSIONS (AKA THE BEATDOWN)

MODULE 7: ADVANCED INSIGHTS AND LESSONS FOR GROWING FREELANCE BUSINESSES

First things first!

Commit to moving forward. Once you move forward, there is no moving back. You are committing to 10x growth

in your business. You may find some of the changes are uncomfortable. Embrace this. Doing the uncomfortable

things leads to growth.

Don’t wait for it to get easier to implement big, hard or complicated things. It doesn’t get easier. You get stronger.

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Money, time and happiness are intertwined and inseparable for freelancers. Understanding your goals for each will keep you motivated. You should plan big. Why would you even think about planning small?

1. What big, bold and achievable goals for happiness, money and time can you set right now that will motivate you over the next quarter? Fill in the table below. Add your goal deadlines to your calendar with a one week reminder. Then, download the worksheet so you can set fresh goals each quarter.

2. What group, friend, family member or fellow copywriter will you ask to hold you accountable?

3. Use a tool like the Entrepreneurial Scorecard by Todd Herman to track whether you spend your time on the right tasks in your business. Are you spending your time on $10 or $1000 tasks?

4. Track your progress using the tracking worksheet found here: bit.ly/10xFCtracking

The 10x Freelance Copywriter: Start by setting inspiring goals for these 3 things

I WANT TO... ...BY...

HAPPINESS

MONEY

TIME

$10 $100 $1000 $5000

tick off once completed

http://bit.ly/10xFCtracking


Over the coming months you will be exposed to hundreds of ideas in the course work and from your cohort in the Slack channels. When presented with good ideas or suggestions don’t say, “I should do that.” Turn should and could into will or will not.

1. How will you phrase your response when someone shares a good idea that you feel you should implement?

2. How will you phrase your response when someone shares a good idea but you don’t know how to make it work in your business?

3. How will you phrase your response when someone shares an idea that clearly will not work in your business?

The 10x Freelance Copywriter: Stop shoulding all over your business



Are you a freelancer or an entrepreneur? Not trying to upend your entire business model, but if you think of yourself as a freelancer, maybe upending your business model isn’t such a bad idea.

1. What is holding you back from embracing the concept of being an entrepreneur?

The 10x Freelance Copywriter: … But are you really?



2. Think about the work you do and answer this... Are you really a copywriter? Can you better communicate to your prospects exactly what you do by changing your title from ‘Copywriter’ to something more specific and descriptive? Think of it as niching without changing a thing about your business. Download the worksheet for this section found with the course and try out a few different titles

3. Be your own CFO. List the steps you will take to check up on the financial health of your business.

Step 1:

Step 2:

Step 3:

Important days / dates:

The 10x Freelance Copywriter: … But are you really?


1Module 1: The foundational core: Systems and time-saving processes

In the following lessons you will build the habits and processes that will provide a solid structure for your business and give it the freedom to grow.


Context switching is a productivity killer. Your short term memory retains limited information when you switch from one task to an unrelated task and time is wasted as you gear down from one activity and gear up for another. Avoid context switching by theming your days to group similar tasks on the same day.

Q&A

1. Think of a strategy for handling disruptions to your schedule - planned and unplanned disruptions. Will you trade blocks of time between days or work longer hours? What’s your plan?

2. Fill in the grid with your theme days. Then, block off family / happiness engagements in your calendar for the next 6 months and add your theme days.

3. Schedule your start, middle and end-of-day activities in your calendar for the next 7 days. The last task on day 7: “Schedule next 7 days.”

4. BONUS: Install RescueTime for Chrome to start tracking what you’re doing all day. Commit to tracking your time for the next week, without fail. If it works + helps, keep doing it.

10x Freedom: Theme your days

MON TUES WED THURS FRI SAT SUN



You’ve got 20 hours of client work each week. Block those on your calendar and fit your client work into those hours. It is vitally important that you manage your time so client work doesn’t bleed into the time you scheduled for marketing your business.

Q&A

If you don’t control your hours now, you will always sell your hours.

1. What is your plan for avoiding distractions while you work? Will you go to the library, hire a sitter or buy noise cancelling headphones?

2. Draw the priority quadrant on a Post-it and stick it to your monitor. Use it to make the hard decisions about what you can and cannot work on.

3. With your theme days already in your calendar, block out actual time to dedicate to client work. Schedule your existing client work into your 20 hours.

4. As you work, measure the reality of your work time against what you’re blocking and, thus, what you’re actually making.

5. BONUS: Start thinking seriously about how much an hour of your time is worth to your business. Which activities start to seem less valuable when you think of 20-hr work weeks and your hourly value?

10x Freedom: Use calendar blocks

Y

X

IMPACT

LIKELIH

OO

D O

F SUC

CESS

Low-value activity 1:





Set yourself up for easy client acquisition by systematizing referrals. Remind your client throughout the project that you want and expect referrals. Send 2 referral emails during the project - one sent ⅔ through the project and the second sent at the end of the project.

Q&A

Clearly tell your clients the specifics:

• Yes, I’m taking new clients by referral only

• Yes, I’d like to work with more clients like you. I’d also love to work with you again.

• I’m looking for great ______________-focused clients in _____________ industry.

• The work I’m increasingly specializing in is _______________________________.

• I can start working with new clients within _______ days/weeks of that first connection.

• My business goal is to _________________, which is why referrals are so important to me.

10x Leads: Systematize referrals

3

3

3

3

3

3


Take the time to dream and dream big when you create a client wishlist. Don’t hold back. There’s time to filter the list later. Intentionally choose the kind of clients you most want to work with. Then, figure out what you need to do to attract these clients.

Q&A

1. Brainstorm your client wishlist. List your top ten dream clients. Add 5 to 7 brands that are a good fit. • • • • • •

2. Create a checklist to help your VA decide whether an incoming query is on your wishlist. Decide what to do with leads that do not meet your wishlist. (Do you share in Word Workers or 10x Slack group?) • • • • • • • •

DREAM CLIENTS GOOD-FITS

10x Clients: Create a client wishlist



3. Create a list of what you DON’T want in a client. For best results, base this list on real past experiences, not on general ideas. Share this with your VA.

BAD CLIENTS FROM PAST EXPERIENCES

10x Clients: Create a client wishlist



The long game is the content game. Spend your time creating content that attracts your wishlist clients and publish your content in media outlets your clients read. Produce quality content consistently and you will attract a steady stream of leads.

Q&A

Clearly tell your clients the specifics:

1. What are your wishlist clients reading or watching? What content can you create around these ideas and methods.

10X Leads: Start Playing the Long Game



1. What are your wishlist clients reading or watching? What content can you create around these ideas and methods.

2. How are you going to create great content. How are you going to produce it regularly. How are you going to promote it?

3. Will you publish on your own blog? Will you guest post? How much of each?

4. What type of content will you create? What topic(s) will you create content on?

10X Leads: Start Playing the Long Game



10x Clients: Add a VA to your client consideration process

Look like a pro by hiring a VA to manage your client consideration process. Emailing is housekeeping work. Give up $10 or $25 so you can make $200. Only the rookies of the world answer their own emails.

Q&A

1. Add MixMax or a similar template-friendly extension to your email. Then add the templates from the module to your email platform.

2. Commit to hiring a VA and include him or her in your client consideration process.

Do not force clients to print off a contract or proposal to sign and send back by email. This is not professional. You need to invest in the software that makes it easy for your clients to hire you and pay you.

Q&A

1. Compare invoicing and document signing services. Check in Slack to see what others think of these services.

10x Clients: Digitize your paperwork



10x Results: Hire yourself

1.

2.

3.

PRIMARY PROJECT HOW LONG? CHARGE? $

1.

2.

3.

Hire yourself to work on the same projects in your business that your clients hire you to work on in their businesses. Your superpower is you get people to say yes. This is your competitive advantage and you need to put it to work in your business.

Q&A

1. List 3 projects you can hire yourself to work on. Choose one and get started this week.

2. List out the 3 primary projects you find yourself quoting on regularly. Identify how long each one takes, on average. Keep in mind you’ve only got 20 hours to work on client work each week.

• What should you charge as a standard fee or starting point for each of those 3 projects?

• If any of those projects take too long to make real money, should you still take on that kind of project work? If your answer is yes, what can you do to make unprofitable projects profitable?



10x Revenue: Stop selling hours

CLIENT DAY COST $ WEEK COST $

Take control of your minutes, hours and days by selling projects instead of selling time by the hour. This allows you to charge based on the value you bring - to bake in all the experience you bring to the project.

Q&A

1. How much does it cost to buy your day? What about a week? Make a list of the opportunity cost of spending a day or week in your client’s business and decide if your rate is covering those costs.


2Module 2: The confident fluff-free copywriter is the one who can 10x

The following lessons will help you identify your strengths and develop a deep understanding of the processes that allow you to create meaningful results for your clients. Expect some difficulties with behavior change. But, don’t make excuses. It will get better because you get stronger as you do the work. 10xing requires doing the uncomfortable work.


Most clients don’t have a clue what a copywriter is and is not. Your job is to manage your client’s perception of you. You are not a creative writer, wordsmith, copy editor, editor, proofreader and you sure as hell don’t tweak! Establish your authority and expertise from the outset.

Memorize this and use it to describe what you do:

“I write high converting copy using a proprietary process based on studies in human decision-making.”

Q&A

1. What are the most common KPIs your work will be measured against and how do you include them in conversation with your client?

2. Go through your website and replace all of the bad words with words that own and elevate your role as a copywriter.

10x Freedom: What a copywriter is not (HINT: If your clients think any of this stuff, you’ll earn a fraction of what you could.)

BAD WORDS REPLACE WITH



Use a DACI to prevent run-ins with your client’s team. When a client brings you in, you may not be aware of office politics, their experiences with past copywriters or other factors that can lead to a bumpy time during the run of the project. Understanding the roles and responsibilities of those involved will help.

Q&A

1. Add a DACI to your client intake / kick-off conversations. Make sure the whole team knows their place on the DACI. You can do this easily by attaching a table with your DACI to the bottom or top of every doc you write.

2. How will a DACI help establish feedback hierarchy without making people feel left out or slighted?

3. How you will phrase a reference to the DACI when there’s a need to remind team members of roles and responsibilities?

10x Freedom: Do this to prevent run-ins with your client’s team

DRIVER APPROVER

CONTRIBUTOR INFORMED



Your clients will only know how awesome you are if you both show AND tell them. Fill out the Cheatsheet of Awesomeness and review it before every client meeting or whenever you’re feeling doubtful about your ability to kill it in this business.

Q&A

1. Fill this in with what you have now…

10x Confidence: Introducing The Cheatsheet of Awesomeness

HA

RD

N

UM

BER

SA

UTH

OR

ITY

SOC

IAL

PR

OO

FSC

AR

CIT

YU

RG

ENC

Y



1.

2. Make a list of unfilled awesomeness blocks on a sticky note and stick it to your monitor. What can you do over the next 3 months to fill those blocks?

3. Describe your Badass Mode. What are you wearing? What are you listening to?

4. BONUS: Swap your cheatsheet with your small group or other people in 10xFC. Get inspiration from their cheat sheets.

5. BONUS #2: Make 3 cheat sheets - one for each of the top 3 projects you most often do.

10x Confidence: Introducing The Cheatsheet of Awesomeness



To combat the perception that we’re just guessing at this stuff, you need a process that is repeatable - that gives you the same results every time. You need a process that solidifies your authority. Have a little fun and brainstorm a trademark-worthy name for your process.

Q&A

1. How will you meet client pushback on your process? What will you say to overcome objections to research and discovery?

2. Sketch out your copywriting process. Create an image or illustration and include it in your proposal template.

3. BONUS: Think of a ™-able name for your business. This will come in handy when we later develop your process into a proprietary “growth copywriting” model.

10x Confidence: “This is my process”



Use a DACI to help avoid confusion when working on a team. Your job is to work with your client’s team to interpret data and use it to move people to yes - not to manage relationships and team dynamics. A DACI will help with that.

Q&A

1. Who are the members of a DACI and how do the different roles interact?

10x Confidence: Where copywriters fit in growth organizations

DRIVER APPROVER

CONTRIBUTOR INFORMED



In this part of the writing process you are researching to find the right messages and the right order in which to deliver them. Data is crucial for conversion copy which means research is a mandatory step in the process. Your client may not understand this and you need to be prepared to push back if they balk.

Q&A

1. What are the basic and advanced methods of research? Which are you most drawn to? Take steps to gain expertise in that method.

2. What types of data can you ask your client for and how old can it be?

3. Describe the order of research.

4. What is the best question for a copywriter to ask in an interview?

5. If you have a form for new prospects to complete, update it with a multiple-choice question based on the “Before the proposal” slide in this lesson’s deck.

10x Confidence: What happens during research and discovery



Providing a wireframe allows your clients to visualize your copy on the page or in an email. It does not replace their designer. A wireframe reminds your clients to design the page around the copy rather than fitting the copy in around their design.

Q&A

1. Describe your writing process. How is it different from the process presented in 10xFC? What will you change to make your process more effective and efficient?

2. What is your current editing process? How do you edit to optimize?

3. Describe the 7 Sweeps. How will making them part of your editing process tighten up your copy? Refresh your memory on the sweeps starting with clarity: https://copyhackers.com/how-to-edit-for-clarity/

10x Confidence: What happens during writing, wireframing and editing

SWEEP 1

SWEEP 2

SWEEP 3

SWEEP 4

SWEEP 5

SWEEP 6

SWEEP 7


https://copyhackers.com/how-to-edit-for-clarity/


10x Confidence: What happens during writing, wireframing and editing

4. What is your goal in wireframing?

5. What is the process for final editing? Which question should you ask once final editing is complete?

When creating your wireframe, you can use Chrome addons like WhatFont and Colorzilla to capture existing fonts and colors so your design is consistent with existing elements.

Q&A

1. What elements should you include on your wireframe?

2. Why don’t you want to include images or other design elements in your wireframe?

10x Confidence: Over-the-shoulder tutorial: Wireframing



10x Confidence: What happens during experimentation / validation / testing?

Validating our work helps us see where to strengthen and revise. We test to find out whether our good idea actually worked. Don’t be intimidated by testing. It isn’t nearly as complicated or scary as it sounds.

Q&A

1. What are you doing in A/B testing? Look up “a/b test calculator” for an overview of data you’ll need from your clients for testing. List what you’ll need here. • • • •

2. What is a multivariate test?

3. What should you ALWAYS do before you launch - or make sure is done?

4. A test should run at least 7 days and shouldn’t run longer than 28 days. Why?

5. What is a post mortem review and how do you conduct one?

6. BONUS: Add the hero shot for one of you pages (for a client or for your site) to 5 Second Test. Invite users. Ask them questions that will test the clarity of your copy.



10x Confidence: The kind of feedback to ignore (and how)

Focus your client on giving the right kind of feedback by starting your presentation with a review of your process and a reminder of the review standards. Then, focus their feedback on brand tone and voice, accuracy, inconsistencies and legal.

Q&A

1. What feedback can you ignore?

2. Why is like/don’t like feedback harmful?

3. What should you focus your clients on when giving feedback?

4. Update your proposal template, if you have one, with instructions on providing useful feedback. This is a good way to phrase it: “Please focus your feedback on any inaccuracies, inconsistencies across messages, branding and legal.”



10x Confidence: How to collect your results

You are your own best advocate which means you need ‘before’ data prior to launching your project. You don’t have it? You won’t be able to prove your worth. Make sure you request sign-in creds for all “delivery” platforms and analytics tools to make collecting data easier.

Q&A

1. What ‘before’ data should you gather?



10x Confidence: How to collect your results

1. What ‘before’ data should you gather?

2. Why should you be involved in implementation?

3. List the type of results you should/could collect.

4. Collect ‘before’ data now for a project you’ve currently got underway. Consider the completion date for that project; in your calendar, add a reminder to complete the first ‘after’ column approx 1 month after the project ends.

5. Start systematizing the result-collection process now. How can your VA help?

6. BONUS: Refer back to a past project you know went well. Identify high-value copy in that project. Write an email to your client recommending one (1) additional place they should use that copy.



10x Revenue: Why you should be a conversion copywriter (even if you don’t call yourself one)

Your client is worried about spending money with a risk of no returns. They want more revenue and to get that they need - more conversions. That’s where you come in. Conversion copywriters move people to ‘yes’ using data. You are exactly what they need to get more of what they want.

Q&A

1. Describe the difference between a Creative / Brand Copywriter, a Search / SEO Copywriter and a Conversion Copywriter.

2. How can you increase the perception of value of your work?


3Module 3: The copywriter with the strategic online presence is the one who can 10x

The best time to plant a tree is 20 years ago but the second best time is today. If you concentrate on one method of generating leads, make it generating quality content. You will build authority that generates leads in the short run and that attracts leads for years to come.


Make the work your reward. If it’s a chore, you’ll never get around to creating content. This is a mindset shift. Think about how you can use creating great content as a reward for accomplishing big goals in your business.

Q&A

1. Develop a reward system based on your current business activities and the content you need… and want to create.

If you want people to care about what you publish and to engage with your content, you need to lead with your why. Not only does it lead to better content, it will keep you inspired to continue writing when starting another blog post is the last thing you want to do.

Q&A

1. What’s your why? Not your what. Your why.

2. Download and complete the “What’s your content why?” worksheet that’s part of the “Content Planning to Build Authority” workbook. Be aspirational and inspirational here.

10x Freedom: The reward-myself mindset for getting stuff done

10x Confidence: What’s your why?



You need to demonstrate your genius. Repeatedly. You WRITE for a living. Nobody is better suited for content marketing than you. Your content will establish your expertise and help you become an in-demand brand.

Q&A

1. What are the characteristics of an in-demand brand?

2. What are you doing to get in your own way and what will you do to stop sabotaging your business success?

10x Leads: Your brand is not your colors. You’re a thought leader. Your brand is what you share



Authority building content is the most important thing for your growth. Follow this formula as a guide or checklist to make sure each piece of content you create has the elements that will keep your reader’s interest, make your content shareable and ensure the content you create will build your authority.

Q&A

1. What is the expertise building blog post formula?

2. What should you remember when presenting examples in your blog post?

3. When should you provide an image or element to break up the text in your post?

4. Why is point of view important in your content?

5. Why do you need 2 @handles in a tweet?

10x Results: The blog post formula for expertise building



6. How do you upgrade the blog post formula?

You want people to read your content and say, “Holy cr*p! Why haven’t I seen this before?” Accomplish this by creating authority building content. Create it in Airstory to save time and make your life easier.

Q&A

1. What products can you combine to replicate some of the functionality of Airstory?

2. Why are citations important? Go beyond the obvious.

Over the Shoulder: Write content like this to avoid wasting your efforts



Researching and writing an authority blog post can take up to 20 hours. That’s a $2000 spend for your business. You need to get your money’s worth from that investment. Start building relationships with publishers and editors now to pave the way for future guest posts.

Q&A

10x Results: How to decide where to pitch / publish

What publications and websites do your ideal prospects read?

Who are the editors or site owners for these outlets?

What are their guidelines for guest post submissions?


Content is everything for your business. Don’t make excuses or resist. In the long run, content will pay off huge. In the short run, it builds your authority and expertise.

Q&A

1. Why is it important to have free content?

2. What are 3 free content types you will commit to participating in going forward?

•

•

•

3. What are 3 paid forms of content you will commit to producing going forward?

•

•

•

4. Thinking ahead… what are 3 stages you want to speak on in the next few years?

•

•

•

10x Revenue: How content has paid off for me



The 6-in-6 plan is a way to get more out of upfront work you do while creating content with the potential to explode your authority. It will move you to do your writing in batches. Finish the 6-in-6 plan in 6 weeks during a quarter and free up content theme days to investigate new content types. Or take content days off!

Q&A

1. Why is it important to publish across a short period of time?

2. Brainstorm topics broad or deep enough to support 6 articles and blog posts from one set of research notes.

10x Growth: The 6-in-6 plan



Why would you publish any good post in a ghost town? If you aren’t getting traffic to your site yet, consider publishing your best content where it will be seen and read.

Q&A

1. How can you borrow traffic with content?

2. What can you do or say to prove to a publisher you can write great content and your content will drive traffic?

Brands want great content, but they don’t want more work. Use this process to identify the bigger-list brands you want to work with and build relationships with the right people.

Q&A

1. Outline the method for developing relationships and reaching out to the bigger-list brands on your wishlist.

10x Growth: To guest post or to publish privately

10x Growth: How to partner with a bigger-list brand on content (ebook)



2. How will you manage the process and ensure you get traffic and leads from the collaboration?

Insta-content is content you create out of the work you do on a daily basis. Tutorial Tuesdays is an example of insta-content. Create content that is low-touch and high impact for the best results.

Q&A

1. Make a list of daily copywriting tasks, business processes and copywriting skills. Which of these do you know well enough to teach to someone else? Which can you templatize?

10x Growth: The best content to create when time is tight


4Module 4: The copywriter who manages prospects and clients well is the one who can 10x

If you find dealing with clients a bit of a challenge, the following lessons will help you develop processes that ensure you run a smooth project and come off looking like a pro.


What kind of client do you want to have? What kind of business do you want to build? You have a choice. Don’t start with a low bar and hope it will raise on its own. For best results, review your client requirements monthly with your VA and a trusted accountability partner.

Q&A

1. What characteristics do you want in a client?

2. What characteristics do you not want in a client?

3. Add a monthly recurring event to your calendar: “Review client requirement list with VA and with trusted partner.”

10x Freedom: What do YOU require of your clients?



10x Confidence: How to run your kickoff call

It’s important to develop a standard agenda for your kickoff calls. This is the call where you are introduced to your client’s team and it is important to establish your authority and prove you can drive a well-run meeting. Make sure your VA includes an agenda in every meeting.

Q&A

1. What is your standard agenda for a kickoff call? How do you introduce yourself? How do you establish yourself as the driver for the meeting?



1.

2. Start organizing your printed worksheets in a binder or a Dropbox so you have easy access to them when you need them. (As you move through client calls, you’ll find yourself referencing past notes frequently.)

3. Create a post-kickoff-call template inside MixMax.

10x Confidence: How to run your kickoff call



Niching and specializing can help you focus your business and establish your authority in a vertical or type of copy. Become known as an expert and leads will follow. Be careful you don’t go too narrow with your niche.

Q&A

1. What is the difference between niching and specializing?

2. What is the “SLAYER” scoring method?

Your job is to bring in leads and turn them into clients. Not just any ol’ client. You want better paying clients. How do you do that? Authority building content. Stifle that groan and get to work.

Q&A

1. Where in your theme days will you put your CEO, Rainmaker, CFO and Doer tasks?

10x Clients: Should you niche or specialize?

10x Clients: Landing clients is your job

MON TUES WED THURS FRI SAT SUN



You are driving this meeting. Do what it takes to remind yourself to move the conversation along and avoid chit chat. You have 15 minutes to determine if you want to work with this prospect. Don’t waste your time trying to turn a no into a yes.

Q&A

1. Describe the power of “what else.”

2. Create a confidence-boosting routine to raise energy prior to prospect calls.

3. What is your answer when your clients asks you to tell them about yourself.

10x Clients: How to run your 15-min meeting to vet a prospect



In this meeting you take what you’ve identified your prospect wants during the 15-min vetting meeting and determine what it is your prospect actually needs. Again, you control the agenda and the flow of the meeting. Once again, you are the driver.

Q&A

1. What is the miracle question and when should you use it?

2. What is your script for anchoring at 2x? If you are uncomfortable anchoring, rehearse this script until it sounds natural. Don’t use the script in the meeting… use it to become comfortable with anchoring.

3. How can you help prospects sell themselves on you?

10x Clients: How to run a pre-proposal meeting with a good prospect



Use the proposal template in Airstory to create a template appropriate for your needs using Airstory notes. As you create your proposal and statement of work, avoid including anything that might surprise your prospect. If everything is as expected, your client can review it with their legal team and sign it without having to come back to address surprises that should have never been included.

Q&A

1. Go through the proposal template in Airstory. Do you have unique sections to your proposal that aren’t covered? Make those changes.

2. Compare your contract or statement of work and either add that to the proposal template or make changes as needed.

Never just email a proposal over to a prospect. Host your proposal on a platform that allows for digital signatures so your prospect doesn’t have to print and scan the final document.

Q&A

1. List what you can do to make it as easy as possible for your prospect to say “yes.”

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2. How will you handle a pushback on price? How will you negotiate scope? Practice on camera if objections are difficult for you to handle.

10x Clients: Over the Shoulder - How to create a proposal

10x Clients: How to present a proposal



You need to present yourself as the pro you are. You aren’t trying to fool anyone and you aren’t doing anything dishonest. Your prospects and existing clients need to believe you are an in-demand pro. You are a pro. The in-demand part will come.

Q&A

1. How will you discipline your appearance to establish authority and decrease the perception of risk? Record yourself on Zoom or Skype and share the video in your accountability group for feedback.

2. What can you do to improve the space behind you when you are on camera? How does this decrease the perception of risk?

10x Results: How to put on appearances



In meetings, stop talking. If you’re talking, you’re not listening. And, if you’re not listening, you can’t sell effectively. Get prospects and clients talking by asking the right questions.

Q&A

1. What does it look like to helpfully challenge misconceptions?

2. How will you push value while acknowledging the prospect or client is really just interested in the deliverables?

Never, ever, ever go quiet on a paying client. Create a communication schedule that includes regular check-ins. This will help keep the client from wondering what’s going on during the days and weeks taken up by the research and writing processes - times when you might naturally go quiet. Always notify the client when something comes up that might affect project delivery.

Q&A

1. Design your client communication schedule. Does it involve email, Slack or Zoom? Are you handling communications or is your VA?

10x Results: How to sell without selling in meetings

10x Results: Have you gone quiet on a client?



Further establish yourself as a pro by presenting your copy. Presenting copy allows you to provide context clients won’t get from reading a copy package. A live presentation also allows you to meet objections as they come up and it allows you to keep feedback on track and valuable.

Q&A

1. What phrasing will you use to keep feedback on track?

2. How will you respond to an honest negative reaction to your copy?

Your clients want you to make their lives easier and to make them look good. That’s it.

Q&A

1. How can you make your client’s life easier?

10x Results: How to present your copy

10x Results: What your clients REALLY want from you



2. What can you do to make your client look good?

Productized services should be easy deliverables or bundles of deliverables offered to prospects who aren’t ready for a project or aren’t a good fit for you. If a writing deliverable is included in your productized service, you may open yourself up to headaches and your productized service is no longer an easy deliverable.

Q&A

1. Brainstorm how you can turn common services and deliverables in your business into a productized service. How can you make it as low-touch as possible?

2. Why should you avoid productizing writing services?

10x Revenue: When should you sell a productized service instead?



Never discount your work or work for free. Never bill by the hour or disclose your hourly rate to your client. Clients do not always understand how much time a project takes. If it takes you less time than others, they need to pay you for the experience you have that led to faster work and a more streamlined process.

Q&A

1. How will you communicate that you work on project rates? How will you respond to a client who wants to know your hourly rate?

2. Review the hourly rate chart in the slide deck. What level are you for each of the deliverables you offer? What about the deliverables you would like to add to your services?

10x Revenue: Essential pricing stuff



Raise your rate after your expertise has gone up and you’re beginning to run a wait list or when you know you are undercharging. Don’t raise your rate for lack of a better way to earn more.

Q&A

1. How will you communicate rate changes with both project-based clients and retainer clients? What will you say and when?

Design and send postcards to show gratitude with the added bonus of having it look like you have your biz together. Send them to:

• Anyone who’s sent work your way• Agencies who’ve subcontracted to you• Influencers who’ve done something / anything you appreciate• People you just want to start connecting with• New clients - start of project • Any client - end of project• Past clients

Q&A

1. Design your postcards in Canva, Photoshop or similar tool and share in Slack!

10x Revenue: Is it time to raise your rate?

10x Growth: Make postcards your new favorite



Send a gift to your clients at the end of a project. The best gift idea is alcohol unless you know your client doesn’t drink. When you send something meaningful, your client will remember when it’s time to hire for the next project.

Q&A

1. Make a list of companies and resources available you can use to send gifts, especially alcohol. Then, send a gift to any client you’ve had in the last 3 months that you haven’t thanked.

If you are running a waitlist longer than a month, it is time to hire. Will you hire an employee or a subcontractor? Both require management. Do you have that kind of time? Will an employee or subcontractor add enough value to justify taking yourself out of the copywriting execution side of your business?

Q&A

1. What are the benefits of hiring a subcontractor over an employee?

2. What are the benefits of hiring an employee over a subcontractor?

10x Growth: A client gift is part of your process, yup

10x Growth: So you wanna hire a subcontractor or employee

WHO GIFTtick off once completed

5Module 5: The copywriter with diversified income streams is the one who can 10x

There are 6 key ways to diversify your income and this module offers deeper training on 4 of them. You don’t have to do all of these at once. Pick one and add the others as it makes sense. Remember, if you do not do the work, you will not 10x.


Every person on your email list should be tagged and moved into the right drip sequence. If a subscriber comes in on a general opt-in form, the first email you send should be a self-segmenter email.

Q&A

1. In your email marketing platform, set up a self-segmenter as your first post opt-in email for people who subscribe on your site in a general way.

2. BONUS: Craft a second email to go to those who do not self-segment after the first email. You goal is to apply 1 primary tag to every subscriber on your list.

A website review is one of the quickest, easiest productized services to set up and execute. You can make as much as $335/hr with only a few hours of work. It also helps you identify leads with customers who want to turn around and hire you to implement the changes.

Q&A

1. What will you need to do this week to start offering a website review as a productized service? What’s holding you back?

2. Do a practice website review on your own website. Take your time and identify the main points you want to hit on each page you review.

10x Freedom: The self-segmenter email for general signups

10x Confidence: Productized services - How to conduct a website review



3. Create a templated list of points to hit per page. Going forward, use this template when you do your 10-min pre-review and your actual website review.

A sales page review is structured the same way as a website review. The big difference to the customer is that they will share 1 url rather than the 3 shared in a website review. In the questionnaire determine their tolerance threshold by asking if they want the cold hard truth or for you to be gentle.

Q&A

1. Would you feel comfortable doing a live 1-hour sales page review? What would you charge?

PAGE NAME: PAGE NAME:

10x Confidence: Productized services - How to conduct a long-form sales page review



2. If you plan on offering long-form sales page reviews, turn what you’ve learned in this lesson into a templated list of points to hit throughout your sales page review. Follow and refine it as you fulfill these productized services.

A day rate is a way to sell hours as a productized service. The form you have customers fill out is essentially a creative brief and it helps you to focus the customer on the limited deliverables possible during the day.

Q&A

1. How would you structure a day rate session? How long will it be? Do you have any commitments you have to work around?

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10x Confidence: Productized services - How to run a “day rate” day



Set a monthly revenue goal and work toward it. Use that goal to keep you motivated. Set aside some of your revenue for business savings so when it’s time to hire or invest in your business, the money is there and you aren’t borrowing from personal savings to pay for business expenses.

Q&A

1. What is your revenue goal for next month? Next quarter? Next year?

2. Set a goal for one thing you want to invest in - for your business - 6 months from now. That could be paying off this training :) or buying a new laptop or investing in a part-time employee.

At some point, you will need to move beyond client work to 10x your revenue. Projects with clients are high-touch and you have limited hours in each week to work on these projects. Systematically adding in low-touch revenue opportunities will move you toward 10xing your revenue.

Q&A

1. If you wanted to make $100,000 this year, what would you need to do? If you are already making $100,000 what do you need to do to earn $200,000?

10x Revenue: Why you need to set a monthly revenue goal

NEXT MONTH NEXT QUARTER NEXT YEAR

10x Revenue: The 6 other ways you should be making money (beyond client work)



Productized services are a great way to make money fast and they offer an easy process for prospects who need copy help and can’t afford a full-blown project or simply don’t want to go through the full proposal process.

Q&A

1. What products or services do you need to sign up for to complete the productized service funnel?

Affiliate programs offer an easy way to earn income supporting the products that help you run your business and generate revenue. If you like writing sales pages disguised as blog posts, consider affiliate marketing.

Q&A

1. What products you own/use or courses you’ve taken have affiliate programs? Do any of these products align with the needs of at least one of your segments?

10x Revenue: How to set up, sell and start delivery of your core productized services

10x Revenue: Why not hire yourself to sell someone else’s product… and make money without building or supporting anything?

PRODUCT / COURSE ACCEPTING AFFILIATES?

IDEAL SEGMENT



Your list is everything. It’s why you create content. It’s why you speak at events. You do webinars, podcasts and Facebook ads to grow your list.

Q&A

1. What steps will you take this week to grow your list?

2. What changes will you make to your site to encourage people to hand over their email address?

3. What changes will you make to take advantage of seducible moments?

10x Growth: The one activity that should always be on your mind and your to-do list (and how to do it right)



As you begin growing your list, start off strong by segmenting or tagging subscribers. This allows you to target different segments with appropriate emails. You will see open and click-through rates go up. As subscribers engage with content or buy, you will add and remove tags based on these behaviors.

Q&A

1. What are the 3 tags or segments you need to set up? Do you have others appropriate for your business?

2. Identify what you want the people in each segment to do - that is, what’s the business goal for each segment? How can you help them?

3. On an upcoming Marketing or Content Day, plan and write a sales sequence for 1 of those segments. A month from now, do it again. And a month from then, do it once more. You will, of course, be tasked also to have something to sell them all. :)

10x Growth: As soon as you get even one subscriber, you need to put these 3 things in place

TAG / SEGMENT 1 TAG / SEGMENT 2 TAG / SEGMENT 3

SEGMENT BUSINESS GOAL? HOW CAN YOU HELP?



Your website exists for a goal and every page on your website must have its own goal. If you don’t know what the goal of a page is, neither will site visitors. If you have a site, do a quick audit of your existing pages and determine whether they are serving a purpose or simply exist for no clear reason.

Q&A

1. Why do you have a website and what pages do you need to accomplish that goal? Do you really NEED that site structure? How do those pages bring you closer to your goal?

10x Growth: Before you redesign your site or create a content strategy, here’s what you need to ask yourself



If the thought of building a website overwhelms you, consider a goal-driven website built intentionally to drive leads. If you want to generate leads before you have the time and money to build the website of your dreams, give this site structure a try.

Q&A

1. What are the benefits of a 3-page website? Would you give up anything? Would it allow you to concentrate on building your list?

10x Growth: OPTION A: Your 3-page list-building lead-magnet website, plus landing pages



If you are prioritizing content, this is the site option for you. It takes more work to create this site but it allows you to showcase your content and demonstrate your expertise and build authority.

Q&A

1. What are the benefits of a blog-style website? Will the authority you establish allow you to grow your list faster?

2. What skills will you need to acquire or hire out to build the OPTION B site?

A tripwire or loss leader is an affordable product that gets people into your sales funnel. The goal is to create customers quick with the least amount of effort and expense on your part.

Q&A

1. What is something you already have completed - a lead magnet or ultimate guide - you can use as a tripwire?

10x Growth: OPTION B: Blog as site (for big-time content creators and authority-builders)

10x Growth: On tripwires, your first product


6Module 6: Jo’s No-Holds-Barred Coaching Sessions (aka THE BEATDOWN)

There’s no coursework for this module. Stop thinking about doing these things and just do them.


Started the process of building your authority with content

Put the pieces in place to build your list

Hired a VA

Stopped getting in your own way

Authority, expertise and confidence with the help of the Cheatsheet of Awesomeness

Found that thing in you that is different and use that uniqueness to build confidence

Set boundaries with friends and family to prevent interruptions in work hours

Set up business savings to reinvest in your business

Established a process to get referrals from existing clients

Included a request for a case study in your client acquisition process

Established professional business practices so you always meet deadlines

Committed to delivering meticulous work to your clients

Committed to going the extra mile for your clients

Stopped changing direction. Stopped chasing shiny objects. Committed to a direction.

Embraced vulnerability and transparency with your audience when searching for answers for your business

Stopped being a writer and embraced being a Copywriter

Accepted that you don’t work a 9-5 job

Created a plan to push through the hard times rather than giving up or waiting for better days to roll around

AT THIS POINT IN THE COURSE YOU SHOULD HAVE:

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7Module 7: Advanced insights and lessons for growing freelance businesses

You’ve got the basics down. You have established your authority and your calendar is always full. Read on to find out how you grow from here.


Be prepared for the next hard thing to come along as your business grows. Getting good at something opens you up to questions about what direction to go next. This is to be expected in a growth-focused business.

Q&A

1. What will you do to keep pushing through when things get hard?

Explore specializations in new technology. Get in and become a subject matter expert before anyone else and you will be the go-to copywriter for that service, platform or industry.

Q&A

1. List new technology or ideas that fascinate you enough to entertain the idea of a specialization.

10x Freelance Copywriter: The reality of the next stage

The 10x Freelance Copywriter: Consider advanced specializations, where more money may be available and fewer people are



Once your client process is running beautifully and you’ve mastered the process from lead to client without issue, it’s time to move into A-list territory. Start optimizing your client’s list, their offer and their copy.

Q&A

1. How are you going to distinguish yourself from other copywriters and what will you do to make your clients love you?

The 10x Freelance Copywriter: Advanced client management



When speaking on stage you should start with clarity and end with clarity. Set the stage. Tell them what you’re going to tell them. Then, tell them again. The better you know your presentation and the more you rehearse it, the less nervous you will be.

Q&A

1. What do you know well enough to teach? What topics have you researched lately where you have a ton of data and current facts?

2. Where would you like to speak? What conferences have you attended?

The 10x Freelance Copywriter: When it’s time for you to start speaking on stages



This is not a complete course on courses, but these tips will help you avoid some headaches. First, make sure you put out a beta version of the course to collect testimonials. Your sales page will thank you later. Also, spend time working through course names that are specific about the value the course delivers.

Q&A

1. Describe my method for creating courses. Is there anything you would change? What products or equipment are you lacking?

2. What will you teach? Do some brainstorming here.

The 10x Freelance Copywriter: A crash course in courses



When your waitlist gets to 3 months you have a decision to make. You can either raise your rates or start an agency. Start thinking now about the path you will choose. Big-fish clients and the clients you want usually aren’t able to wait, so cultivate relationships with other copywriters to refer this business and work in a referral fee.

Q&A

1. How will you phrase the discussion around putting someone on your waitlist?

2. Who are the copywriters you can subcontract to? Who are the copywriters you can send work to?

3. What can you do now to prepare for the inevitable if your plan is to start an agency?

The 10x Freelance Copywriter: What your waitlist is telling you



As your business grows, your taxes and financial life will become more complicated. Schedule time on Finance Fridays to meet with your accountant or bookkeeper to stay on top of the demands on your income.

Q&A

If you don’t already have an accountant, set up an interview on one of your next Finance Fridays. Ask:

1. Do they have bookkeepers, CAs, CPAs and access to people to help with filing claims, etc?

2. What are their fees?

3. What are their turnaround times for emails, etc?

The 10x Freelance Copywriter: You can’t be CFO forever

keep your notes handy here



I believe in saying yes to as many opportunities as possible when it comes to growing your business. Some things are a poor fit and you can’t say yes to everything. When it comes to social media or a new media platform, my best advice is to pick something. Perfect it. Double down on it. Then do the next thing.

Q&A

1. For this first year, what is your 1 social media channel, your 1 list-building strategy, your 1 type of content and your 1 client acquisition strategy? Describe them below.

2. Looking at the opportunities that are starting to come your way… can you identify anything to say no to?

The 10x Freelance Copywriter: Streamlined and intentional growth

SOCIAL MEDIA CHANNEL

LIST BUILDING STRATEGY

TYPE OF CONTENT

CLIENT ACQUISITION STRATEGY



If you take away anything from this course… make it these 5 things: 1. Strike while the iron is hot, 2. Say yes to basically everything, 3. Control your minutes, 4. Don’t try to go it alone and 5. Stay the course.

Don’t give up. The 10x Freelancer does not give up.

Q&A

1. Life has a habit of putting obstacles in our way. What will you do to push through? What does your support group look like? What will you do to stay focused?

The 10x Freelance Copywriter: 5 final notes for you

PUSH THROUGH?

SUPPORT GROUP?

STAY FOCUSED?



10XFREEL ANCER.COM

https://10xfreelancer.com

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