Adding emotion to your proposal

Presented live on Tuesday, May 7, 2019

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Joanna’s wedding is coming up in a month, s’maybe that’s why she’s talking about “emotional proposals” in today’s tutorial.

Except, of course, this proposal is all about landing business.

In today’s Tutorial Tuesday, you’re going to see:

1) How important it is to tap into emotion in your proposals,
2) That you need to spend more words than you’d think and 
3) How Joanna writes “emotional proposals.”

If your proposals get big ol’ rejection stamps on ’em, tune in to the video below:


Joanna: So
we’re talking about proposals today. We’re talking about actually
getting just a little more emotional with your proposals. I’m going
to walk you through a proposal to give you kind of an example of how
to put these things together, but proposals are a huge opportunity. A
lot of freelancers are scared of proposals, or they put them together
in a really technical way, or they’re so busy trying to rush to the
point because they worry that the prospect won’t read a proposal.
Which there are lots of different ways to present a proposal, to be
totally fair, but when it comes down to it, this is somebody who’s
considering hiring you for several thousand dollars. They’re probably
going to read more than you think they willing that proposal. So we
talk a lot about this stuff in the 10X Freelance Copywriter, but what
I want to talk to you about today is really getting into being into
some emotions. And you don’t have to be emotional throughout your
proposal, but there are really good points when you’re writing your
proposal where you can stand to have a little more emotions.

Joanna: Okay.
So you should my screen. Yesterday I had this weird moment in a
different session, where it only showed the first slide for like the
first 16 minutes of my presentation. So let me know if this doesn’t
advance. Okay, here we are. That proposal needs some love with a side
note that you should never stop being a copywriter. Now, what do I
mean by that? A proposal is not admin work. A proposal is not where
you sit down, you don’t outsource it, nobody else writes it. This is
the job of a copywriter. Where you take everything that’s your
prospective client said to you in the pre-proposal calls that you
have and you use it to craft a persuasive argument in favor of
selling you to selling your services for as a solution to their
problem, okay. So it has to be problem based. People do not hire you
because they have nothing better to do with their money. They’re
hiring you for something real. What do they really need from you?

Joanna: Your
job is to listen for those things. Listen for examples, listen for
everything they’re saying in those pre-proposal calls where you
should have two of those calls generally. And then you take that and
you actually use it in the proposal. You don’t just let it live
inside your head. Although it should also be there, but you put it
into the proposal. So as a copywriter would, using copywriting
frameworks and making sure that you run this, like you put the
proposal together just persuasively, but while you’re at it, it’s
important not to focus just on the facts, on the things that they’ve
said but also on some of the emotion that will actually help them get
on board with saying yes to you. So I’m going to walk you through the
opening part of a proposal that I put together that follows
everything that we always talk about when it comes to proposals. It’s
the opening of the proposal that was supposed to be for 10K. So the
client was like, we want this one thing and we think it should cost
about 10,000, which, I mean it would’ve been more than that, but they
wanted to spend 10K. And the proposal that I actually presented was
for $180,000.

Joanna: So
a little bit more than the client was expecting, but what happened
there? What was going on? And then ultimately the reasoning for
nearly 200,000 is a separate conversation entirely. But let me walk
you through the proposal itself. So I’ve blocked out the things that
I just protecting the client in this case. So don’t worry about
anything in black because you don’t have to worry about it too.
You’ve got your usual a headline on a proposal and this, we use
better proposals. I’m not necessarily a huge fan of the software
better proposals, but we use it. So if you’re wondering what this is
in that’s what it’s in. So we open up by matching where they’re at.
You have ambitious, aggressive goals. You have at least five key
segments you want to address now, if not yesterday. And then we get
into those five key segments. That’s the block that’s blocked out
here. You have micro funnels to set up and when asked what your
priorities are for copywriting, you listed in this order. Now just
focusing for a second before we move onto the next part. You is at
the beginning of basically every sentence? It’s the subject of every
sentence. This is not about, we. We’ll do this for you. We are this.
We’re not there yet. We first we’re copywriters putting a proposal
together so you always talk about them first. You do not talk about
yourself first.

Joanna: They
don’t care about you yet. They might care about you a bit later once
you sell them on how you understand them and will solve their pains.
Okay, so we’re leading with you. Rewriting your sentence to begin
with you will make your copy better every single time. So always do
that. This isn’t something we just teach. This is what we do. We only
teach what we do. So open with you all the time. And this is all
stuff that you learned in the pre proposal calls. Okay, we’re not
emotional yet. We’re just doing basic copywriting stuff. This is
again talking about what they, about your prospect and then matching
what they know. So they do arrive here and they do believe they have
ambitious, aggressive goals. We’re getting them nodding along, okay
cool. Yes, I’ve listened to you. You have five key segments, et
cetera, et cetera. Great.

Joanna: Then
we move along and this is blocked out to what those, so we said you
have micro funnel set up and when asked what your priorities are for
copywriting, you listed in this order and then we blocked out most of
them because they get into some specifics there that nobody needs to
see. But your goal there is to list out what they said they’re
looking for. Where we’re starting to stack up that they need more
than they think they’re hiring you for. So then we wrote the digital
marketing work in the funnel opportunities to say nothing of the
impact really, really good results based copywriting could have for
the redacted business is palpable. The growth team has so much to do
and because of that, you are investing in bringing in outside copy
consultants as well as adding a great conversion copywriter to your
team. So this was all true. This is what they told me. The only
trouble the world is in a conversion copywriter drought. 99% of
marketers don’t know what a copywriter should do and the same number
of copywriters are clueless to. So we’re agitating the problem,
right? Agitating what they’re looking for, that they have these big
needs and then we’re getting into the solutions that they’re
considering, right? They’ve considered bringing an outside consultant
as well as adding a commercial copywriter to their team.

Joanna: Okay,
great. We’re agitating it. We’re making sure that they remember what
drove them to this proposal in the first place. So we’re all on the
same page. Then we get into it. Fact is it’s impossibly easy for
anyone anywhere to call herself a conversion copywriter. And that
proceeds to write what I can’t help but call nonsense. Now anybody
who’s watching this and it’s like Joanna, that’s mean. It’s the
reality. There are a lot of bullshit artists out there who are acting
like they can write copy and who never take any training and never
actually practice. And then they think that they should propose that
they should write copy for people who have real businesses that are
trying to grow. And copy is your online salesperson. It’s like
somebody wandering off the street and saying, I’ll be your
salesperson. You might fluke out once or twice, but you better go
take some training. So this is where we’re just matching and building
on this idea. So, and objection to hiring us might be, oh, I’ll just
hire someone else who can do this. And when I was in a conversation
with this particular client, they were saying that, oh, there’s so
many conversion copywriters out there and there are a few. There are
not so many.

Joanna: So
I was working through that with them setting up my solution as the
solution. And that’s what you need to do as well. Your prospect needs
to understand that everything they thought was the right solution or
an alternative to you is wrong. You are the best solution for their
needs. So then we get into, and this is where we start to move toward
the emotional stuff. So we’re getting them on board with, okay, there
are a lot of people out there who say they can do this, but here’s
why we do it best. And then we get into getting aligned fully on what
conversion copywriting really is. So we say another fact, we
pioneered the term and idea of conversion copywriting after more than
a decade of beating creative controls with the style of copywriting
that’s made for modern audiences, but rooted in the best of old
school direct response copywriting. We did this for large and small
businesses serving a range of markets. We know what conversion
copywriting is. And when you hear the term, you know it too, you
know, it’s data driven where we talk analytics and can’t make a move
without triangulating across three, four, 17 sources. UX and SEO
aware et cetera.

Joanna: So
then we keep going. And then this is the point at which we get into
something that’s emotional for the client. User centric. We know the
customer is the product. We know we’re not selling. And this is
something that is specific to what the client is in the business of.
We know we’re not selling blank, whatever blank is, but, and this is
what you can say, right? You can sub in we, so you say, I know you’re
not selling then whatever they think they’re selling, but rather, and
this is where you get into the emotional thing. So make them feel
something. We know we’re not selling blank, but that swell in a dad’s
chest when he hangs the sign he blank next to the front door of his
family’s cabin, et cetera, et cetera. So this is where we’re actually
talking about something that’s far more emotional. I’m just gonna
move this so I can fully read that out for you.

Joanna: Zoom
it gets weird sometimes. Cabin which for busy parents the modern
equivalent of building the cabin itself. So this is the point at
which we’re actually getting emotional. So you’re reading through
something and you’re getting all of these facts and arguments and
things like that. And then we’re talking about how their product is
an emotional thing. We start to tap into a strong, warm emotion when
we’re introducing our solution. And then we get logical after that,
so, oh, so make their product, make sure it’s clear that you get the
emotion of their product and that you talk about their product in a
way that feels emotional once they’ve already bought into the fact
that you might be the right one for them. Now you’re going to layer
on the emotion and then go back. It just kind of happens in waves and
then go back and be logical, right? So then we followed that
emotional scene of this busy father creating a sign for a cabin that
he bought but the making of the sign feels like actually having built
something real for his family.

Joanna: Okay,
based on science, that’s where we get logical again and measurable
because clients of course want things that are measurable. So we want
to touch on the stuff that’s really important and logical, but make
sure that you have a strong, warm emotion in there at some point.
What do they need to feel in order to be drawn into your proposal?
And then we get through and we moved toward the end of the actual
proposal before we get into the proposal. So this is all still
preamble. This is all still build up and it cannot be cut. It cannot
be removed. You need to get into this stuff because that’s how you
set yourself up as the right person to hire. Then as we finish off
this opening part where we say, you mentioned a lot of copywriters
out there, the market is crowded. It is crowded, but within this
endless supply of shoddy product, you need the best possible product,
et cetera, et cetera. Then we hit them in the end with one last hit
of warm emotion where we’re agreeing with their vision. We’re saying
we want to be part of that vision. And they’re left feeling like,
okay, good. This is someone who gets it. I can logically say yes to
them. I can logically say no to alternatives I’ve considered and I
feel something good about them.

Joanna: Maybe
they were hard on the world of conversion copywriters, but they get
what I’m selling and the emotion of that. And I liked them more by
the end of this. So all of the stuff that’s in what I’ve just gone
over, it all came from the pre proposal call outside of the actual
language around that cabin parts. So we know the customer’s product,
we know we’re not selling blank, but that swell in a dad’s chest when
he hangs the sign, he blank next to the front door of his family
cabin, which is for a busy person the modern equivalent of building
the cabin itself. If you strip those sorts of points out, it won’t
ever feel like, there won’t be any real feeling to it. You’re just
creating a piece that is logical, but nobody walks away feeling
anything. And they don’t feel excited about what you can do for them
either. So never underestimate the power of adding emotional scenes
into your proposal once you’ve at least got your client nodding along
with you throughout. So you don’t have to open with the emotion. You
could try that of course, but follow this sort of framework where you
at least open with their problem, agitate it. Then the solution.
Agitate the solutions they’ve considered.

Joanna: Then
start getting into how you’re the right solution without saying what
you’ll do for them yet and then talk them through what you’re
actually doing, what you do as a conversion copywriter, which
includes emotion, science being measurable, et cetera, et cetera.
They accepted the hundred 180K immediately. Like it was shocking. It
was shocking how it worked out. You can get that too. When a client
expects to spend a certain amount of money and then you convince them
that they need something else and they believe in you because you
actually can do this work because your proposal is a sales page. It
is that sales piece that they’re looking for. So if you write it like
that, including adding emotion into it and in addition to the other
things you’re already doing as a copywriter, putting a proposal
together, then you can get people to say yes and even get them to
spend more than they expected to spend. Okay, so how do you actually
do this? It’s a whole thing, but it does come down to listening. So
in that pre-proposal call that you have, you need to listen for the
emotional side for what your client gets emotional about.

Joanna: What
are those moments? And you can repeat exactly what they say. You can
take that example that I gave. That emotional the idea of like
building a sign or creating a sign and putting it on a cabin that you
purchased and feeling like, okay, I’ve made something for my family.
That wasn’t the exact example that the client gave, but the client
gave examples like that. And so you can just listen in your
pre-proposal call and take what they say and put it into your
proposal just like any conversion copywriter would do. You’re
listening to what they say. You’re putting it into a framework that’s
designed to convert and you’re making sure you’re hitting notes like,
am I emotional? And then to follow emotion basically immediately with
logic. We will see you on our next tutorial Tuesday, the next two. We
have special guests in. I’ll let you know more about those by email.
Thank you, Carey for being here with your badass background which
people were saying they love which is awesome. And thank you
everybody as well. We’ll see you next Tuesday. Have a good one. Bye

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