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    T Shirt Marketing (How I got $5,000 worth of Copywriting Clients from a $22 T-Shirt)

    gared-as-stickman.png

    When new copywriters want to get clients, they make the process too complicated.

    They do things like:

    • Set up a blog and start posting articles.
    • Run Facebook ads to a landing page.
    • Create social media accounts and pitch their services.

    Sure, these could all work, especially if used over a long period of time. The problem? These tactics take lots of time, lots of money, and there’s no guarantee that you’ll get in front of clients who need a copywriter!

    So what’s a better way?

    Go to the place where your clients are and show them you can help with their copy!

    But how to do that?

    I came across this post by David Tendrich that had a simple but genius idea:

    1. Find an event that your ideal clients will be at.
    2. Wear a shirt that sells your services for you.

    I used David’s idea exactly as he described it, even down to the design of the shirt: all lower-case, black t-shirt, white letters, “copywriter.” I used a website to make it in about 15 minutes, and it looked like this:

    copywriter tshirt

     

    I wore the shirt to TechDay NYC, which is billed as the “Largest Startup Event in the U.S.” Here’s proof:

    gerard wearing copywriter shirt

     

    I had to wait on a loooong line for about two hours to get in:

    techday-nyc-lineup.jpg

    Much line. Very hours. Many long.

    Even though the line was long, it was a good use of time because I got to talk to cool people and even got some of my first connections before entering the event.

    Once I finally got inside, there were three types of responses from people who talked to me:

    Reation to shirt chart

    I followed up with these people, hoping to get them on a call.

    My plan for following-up:

    Specifically follow-up and ask for a call with companies who said they need a copywriter now.

    Now, before I tell you about the results, let’s compare this strategy to another popular client-getting strategy - sending cold emails. Cold emails involve this process:

    • Google around and find relevant clients.
    • Craft a personalized email to them.
    • Follow-up.
    • Exchange emails and maybe get on a call.
    • Take up HOURS OF MY LIFE.

    This t-shirt experiment reversed that process in a way. Each time I stood in front of a booth was equivalent to one cold email. The founder looked at my shirt and me, was able to think about if they have any interest in a “copywriter” and reach out to me if it looks like a good fit. In about 3 hours of walking around and talking to people I got

    • 30 total contact information shared
    • 5 people who told me they specifically need a copywriter immediately
    • 3 agencies who said they often contract out extra work

    So far these are the results of the PEOPLE WHO SAID “WE NEED A COPYWRITER” GROUP:

     

    5 people approached me like this:

    hey we need a copywriter shirt gerard

    3 people jumped on a call with me soon after the event:

    copywriter shirt clients

     

    2 people became paying clients so far!

    copywrting clients tshirt

    This was my first time using this strategy. But now I have the shirt, so I’m definitely going to use it again. How could I make this work even better?

    If I could find out the list of companies in advance, then I can save a lot of time. One, I could talk to the founders whose companies interest me, and show them that I know about their business. I could also look at which startups are growing fast or hiring, as they might have more money to spend on copywriting consulting.

    I could even look at the copy of some of the startups in advance, and come prepared with advice to give them.

    The best part of this "Human Billboard Experiment" is that it is an example of what Seth Godin calls Permission Marketing.

    Basically, I had permission to pitch startup people who needed a copywriter by walking by them with my shirt on. I wasn’t spamming them or demanding their attention, I was just presenting a useful offer that they could choose to engage (or not engage) with.

    Sincerely,

    Gerard Dawson - Copywriter

    GerardDawson.org

    contact@gerarddawson.org

     

    P.S. Here's some more resources on getting copywriting clients:

     

    P.P.S. What’s your best “out of the box” strategy for getting clients? The two best commenters will get sent a "Copywriter" t-shirt anywhere in the world for free!!

    copywriter tshirt


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    Recommended Comments



    Guest C T Mitchell

    Posted

    Not sure if it was Indian, Chinese or American.

    But I know one thing I had to make the calls short otherwise I tend to roll all the accents together and we all end up very confused

    Link to comment
    Guest C T Mitchell

    Posted

    Yes I just need a few big bookchains to take it on
    Link to comment
    Guest C T Mitchell

    Posted

    Hmmm I think I can adapt this idea.

    I could call a store and threaten them with termination if they don't stock my book.

    I wonder what accent I should use?

    Link to comment
    Guest Ryan Douglas

    Posted

    Thanks, Neville.

    Yep, brevity is the key. I like to think of the video as dessert - your proposal is still the main course.

    Might take you up on the guest post as well.

    Link to comment
    Guest Neville Medhora

    Posted

    Hey Steve, yes I modified your comment to remove any site promotion.

     

    My reasoning:

    1.) You had no previous commenting history.

    2.) You (108.50.231.53) were promoting a site with a very similar proprietor owner location (zip 07093).

     

    If this is an error I apologize, but I do my very best to avoid overt promotion in the comments unless asked for. Thank you for commenting!

    Link to comment
    Guest Jasper Oldersom

    Posted

    I like the t-shirt idea. But t-shirts never last.

    So what lasts?

    TATTOOS!

    So I was thinking: what if you get a copywriter tattoo?

    The investment of a tattoo is by far more everlasting than a t-shirt.

    What's more? People tend to look at tattoo's. They're fascinated by them.

    People will ask you about it. And before you know it, they refer you to someone, or they need one themselves!

    I think a tattoo is by far the most cost-effective way to do advertising. All you have to do is make it very clear that you are a COPYWRITER and go to crowded places a lot!

    So, those are my $0.02. It might be a controversial idea. But I think it'll work.

    - Jasper

    Link to comment
    Guest Amanda Ong

    Posted

    I was invited to a business networking event last year and on a whim, decided to make a new set of name cards for it.

    Got a simple design done via Fiverr:

    Front (RED):

    In the middle - Hello! My name is Amanda. I'm a Direct-Response Copywriter

    At the bottom - Business Owners: If you want more cashflow in your business, turn over right now.

    Back (WHITE):

    At the top - Attract Paying Customers Again & Again With Great Sales Copy!

    Get your free customised report to discover how - visit (my simple website) to find out more.

    At the bottom - A huge QR code which leads to the same website

    Then during the 30 sec intro to the room, I enticed people to look for me to get one of my name cards as "there will be a special offer available that can get you more leads and sales".

    This way, I didn't have to talk to everyone there one-on-one just for them to find out more about my services. I just needed them to get a name card from me and let the process do the magic. The name card also stood out as it was red in an ocean of boring white and black.

    Anyway, there were really people who went to check out my website as a few of them sent me a text to say my website was down LOL. Got a couple of referrals too. Even one year later, someone from that event contacted me to ask about my services.

    I still have a box of them collecting dust so I'll most likely attend another event to use them. Well, perhaps this time if I wear a "Copywriter" t-shirt to boot, the results will be even better? ;)

    Link to comment
    Guest Mike Searles

    Posted

    Outstanding! Love the idea and the enthusiasm driving it. Thank you, Gerard.
    Link to comment
    Guest Gerard Dawson

    Posted

    Thanks for reading, Mike! Just trying to make it in the world, perhaps as "marketing misfit" : )
    Link to comment
    Guest Gerard Dawson

    Posted

    This is a cool idea, Amanda. I like the idea of offering something valuable on the business card instead of just the same ol' boring contact info that everybody uses.

    That's blandness of business cards has been one of my reasons to resist getting them - but your idea changes that. Giving the prospect something to be curious about seems like the way to go.

    Link to comment
    Guest Gerard Dawson

    Posted

    Jasper I think you can test this out and report back : )
    Link to comment
    Guest Liana

    Posted

    Well I am brand new to this, but I have one idea!

    I write a blog called One New Thing, where I try one new thing a week and write something amusing about my experience. My idea is to get people involved while I am doing the New Thing.

    Let's take Skydiving as an example. When I meet other people at the activity (possibly also doing it for the first time), I could invite them to be a part of my post. Even if they did not want to participate, they might still check out the blog because they were there and met me :)

    Maybe that's not super out-of-the-box, but like I said, I'm new here :D

    Thanks for the inspiration. I am definitely going to make a T-shirt too, because, really... why not?? In fact, I think my New Thing this Friday is going to be Bleach Stencilling a T-Shirt! DIY amirite? Plus, I would much rather advertise myself than Nike or Ralph Lauren. I think they have enough traction already, don't you ;)

    Link to comment
    Guest Neville Medhora

    Posted

    Right?? This shows a lot of hustle on Gerard's part :)
    Link to comment
    Guest Gerard Dawson

    Posted

    Hey Liana - the "one new thing" idea is awesome. As simple as it sounds, *doing stuff* is such a powerful way to get people's attention because everyone is stuck behind their phone or computer. And I think you're totally right that it would be a great way to grow attention for your blog.
    Link to comment
    Guest Daniel

    Posted

    This is actually a really great idea.

    Let us know how it works out.

    Link to comment
    Guest Rob Roseman

    Posted

    Nev, you may have just come up with our new tagline.
    Link to comment
    Guest Rob Roseman

    Posted

    these short personalized videos seem really effective,(if you can get someone to open.)

    Vidyard has a great free chrome addon that helps.

    Ryan, would you share one of your sample videos?

    Link to comment
    Guest Neville Medhora

    Posted

    This is super cool Rob, shared it with some ppl. Any extra unique personalization sales people can get is important. Thank you!
    Link to comment
    Guest Neville Medhora

    Posted

    I'm sending you a $10,000 invoice for my personalized Tagline Creation Service 🤑
    Link to comment
    Guest Patrick Hart

    Posted

    I’m just getting started as a project manager in the online space. And this sounds like a great idea to modify for my business-thank you for sharing!
    Link to comment
    Guest Katleen

    Posted

    The tattoo-approach works. My hairdresser has tattoos: on each of his fingers a hairdressers-tool and on his arm theirs a huge hairdressers chair.
    Link to comment
    Guest Katleen Van Landschoot

    Posted

    What worked very good with me in the beginning of my copywriting career was a direct mail campaign. I was sending out little plants (for the green experts: bryophyllum) in a mini bottle (I've asked them in the chemistry).

    This typical plant has little ones on the leaves. If you put the tiny plants in water they start to grow and become a strong plant on their one.

    My message was: "Like this plant I'm already little but with a good environment and feedback I can grow as quick as this bryophyllum. Find out for yourself. And even if you decide not to give me a try, you can hold this tiny green one. I'll promise: you'll never get rid of it".

    It worked like grazy. Almost every receiver asked me to come present myself. And so I managed to get my first assignments as a newbie.

    Link to comment
    Guest John Annavi

    Posted

    This is such a great idea Gerard. I love his technique for marketing. I'm going to try this out.
    Link to comment



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