Newsletter Subject
History's greatest ad man’s advice for dealing with clients
From
bensettle.com
Email Address
ben@bensettle.com
Sent On
Thu, Apr 13, 2023 06:44 PM
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Many years ago, I read the late, great ad man David Ogilvy’s: “Rules for respect in busine
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Many years ago, I read the late, great ad man David Ogilvyâs: âRules for respect in businessâ The rule I dug on most was: âIn meeting with clients, do not assume the posture of servants. They need you as much as you need them.â Reason why is, it reminded me of a real life story of persuasion. Here's how it breaks down: That same year, I took a firearms class from one of the worldâs top instructors (according to the NRA, and hundreds of military and law enforcement professionals he's trained). And, I was floored by not only what he was teaching, but how he taught. I took written notes â and I never take written notes, I hate long hand â on his teaching techniques more so than the info he taught, if that tells you something. Anyway, this guyâs classes are routinely sold out. And his trainings are booked well in advance. He also competes with at least a few dozen others in the small county I was living in. But, while they all struggle for for business, he always has more than he can handle. (Having to take months off at a time just to take a break). His secret to having all these clients? Well, thereâs his knowledge, true. And his incredibly sharp infotaining style of teaching. But, that doesnât explain how he gets complete strangers who have never heard of him before practically begging to sign up. No, he does something else. Something anyone â especially freelancers and coaches â can do. Something that worked like gangbusters for me when I was freelancing. And that magic something is: Complete indifference to whether anyone shows or not. In other words: If you show great, if not, he doesnât care. And not in a fake, chest-beating social media âI give zero fugks!â grandstanding way. Itâs real for him. And last I heard heâs got a waiting list of people eager to hop into a class if a spot opens. Anyway, the same concept applies to freelance copywriters. There is always something mysteriously attractive about someone who doesnât need. In this case, need a fee. And one of the things my âEmail Client Hordeâ book on sale this weekend does is, it shows you how to start doing things in a way where you don't "need", and can potentially start getting leads coming to your business, wanting to hire you, and, in some cases wanting to pay you â without even seeing a portfolio or list of referrals. Sale ends Sunday, 4/16 at midnight EDT. Hereâs the link: [httpsâ¶//www.EmailPlayers.com/clienthorde]( Use this code at the checkout to get the discount: RAWGER Make sure the price changes before entering your info. Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to
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PO Box 1056
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