Landing and Setting Up Retainer Deals

Transcription

1 Landing and Setting Up Retainer Deals Rebecca Matter Founder, Wealthy Web Writer Co-Managing Partner and VP Marketing, AWAI

2 Retainer Deals Goals for today 1. Benefits of retainers 2. Best retainer projects 3. How to land them 4. Best practices 5. Structuring retainers 6. Approaching clients

3 7 reasons why retainers rock

4 Benefits of Retainer Deals 1. Easier to forecast your income. 2. Peace of mind. 3. Increased per hour rate. 4. Better results for your client (and better track record for you).

5 Benefit of Retainer Deals 5. Spend more time making money and less time marketing. 6. Increased referrals. 7. Increased value to clients.

6 Retainers benefit clients too

7 Benefits of Retainer Deals 1. Reduced time hiring copywriters. 2. Shorter prep time for projects. 3. Better copy in the long run. 4. Better results.

8 Best retainer deals...

9 Best Retainer Deals 1. Social Media

10 1. Social Media Purpose: Attract and engage new prospects. Turn followers into buyers. Service current customers.

11 Writer s Role: 1. Social Media Managing the communities. Writing messages/updates. Writing advertisements to build followers and increase engagements. Leading discussions. Turning engagements into content.

12 1. Social Media Fees: Upwards of $2000 a month depending on how much you do. New content often priced separately.

13 1. Social Media How to land: Get involved in their social networks. Identify how they re using them. Research and join similar groups. Look for additional opportunities. It seems like your goals are. Be specific with your proposal.

14 Best Retainer Deals 2. E-Newsletters

15 2. E-newsletters Purpose: Position company as the expert. Turn prospects into customers. Turn customers into repeat buyers.

16 Writer s Role: 2. E-newsletters Research the industry. Develop editorial calendar. Write content. Develop a single voice for the company. Manage the list and disseminate.*

17 2. E-newsletters Fees: $900 to $2,000 per issue (length is typically 1,200 to 1,500 words). Plus thousands to set-up a e- newsletter from scratch.

18 2. E-newsletters How to land: Focus on a particular niche. Review newsletters in the industry. Put together a few sample issues. Prepare two proposals templates: Taking over an existing e-newsletter Starting a new e-newsletter

19 Best Retainer Deals 3. Online Content

20 3. Online Content Mistaken Purpose: Impress readers. Prove authority.

21 3. Online Content Real Purpose: Attract prospects. Engage readers. Nurture relationships. Prepare them for the sale.

22 3. Online Content Fees: $100 to $500 per piece. Fees depend on length and complexity of topic.

23 3. Online Content How to land: Read content on websites of interest. Determine who their audience is and what they re trying to ultimately sell. Put together a list of relevant topics. When pitching, keep in mind the intention of the company.

24 4. s Purpose: Position company as the expert. Turn prospects into customers. Turn customers into repeat buyers.

25 4. Writing s Three Key Purposes: 1. Keep prospects warm. 2. Convert free names into buyers. 3. Continue to sell buyers.

26 3. Writing s Types of s: Auto responders Advertorials Sales s

27 4. Writing s Auto responders: Retainer deals only work if the company is using marketing funnels and doing a lot of testing. Fee: $100 to $500 per , with 3-7 s in a series. Length: Usually less than 800 words.

28 4. Writing s Advertorials: Fee: $100 to $300 per . Length: Often 800 to 1200 words. Frequency: Varies but regular. (Sometimes daily!)

29 Sales s: 4. Writing s Fee: $300 to $1000. The closer you are to the actual sale the more you can charge. Length: 500 to 2000 words. Frequency: Depends on client s marketing plans.

30 How to Land: 4. Writing s Sign up to receive s. Note current frequency. Write sample s. Watch for missed opportunities or ideas for improving what s in place. Remember the purpose of each when pitching.

31 Best practices for landing retainers

32 Best Practices Talk about retainer deals with every client Understand their marketing volume. Determine where retainers could fit in. Go over the benefits of working on an ongoing basis. Caveat: Make sure they re a fit first!

33 Best Practices No retainer deal is too small Benefits remain the same. You can always increase the retainer. Opens you up for other projects.

34 Best Practices Evaluate retainer deals regularly 60 days, 6 months, and then annually. Look for additional value you can add. Propose new deals with additional value.

35 Best Practices Sell benefits other than cost savings You ll know their products and services deeply. You ll understand their target audience inside and out. You know how they operate, and therefore can turn things around faster and on schedule. You ll be able to offer up other ideas that will make their business more successful.

36 Best Practices And by the way Mr. Client You will also save money.

37 Best Practices Give clients a clear out Consider a 90-day trial run. Give them a specified amount of time required for cancelling the retainer.

38 Best practices for structuring retainers

39 Best Practices Things to consider when structuring retainer deals Your time both spent and saved. Regular rate if contracted individually. Value to the client. (ROI) Savings to the client in exchange for guaranteed work every month.

40 You re more likely to win with a true win/win!

41 Landing Retainers Things to keep in mind First impressions are crucial. Down sell into single projects if retainer deal isn t accepted. Upsell into retainer deals as you do more and more work for the client.

42 Thank You!