Hello, everybody. Hello. If you can come on camera, please do so we can see your smiling force a smile face.

And, you’re not forcing. Everyone’s gloriously happy. Copywriters are known for our sunny dispositions. Right? So we do.

Hi, everybody. So welcome to the Intensive Freelancing week one, where you should have this printed off in possibly grayscale so you don’t waste all of your ink. We are going to basically be setting up how the next eight weeks are going to work, and what you can expect out of it. And then we’re gonna do some actual work.

Okay? So if that does not match your expectations, please chat over what expectations you maybe had in mind, and we can make sure that we don’t fail to hit them or that we reset for you. Okay. So have your printout handy.

We are recording this. The replay will be available.

We have a combination here of people who are brand new to everything that we’re doing here with group coaching, with the intensive. We have people from Coffee School Pro who have not taken the intensive.

In here now, we have coaches from Freelancing School and Coffee School Pro in here as well. So we’ve got a mix of people, but the ones that I’m really gonna be focusing on are those who are not in Coffee School Pro, and are not at Cope. So if you are in the position where you are new to the intensive, which is everybody, but also new to CopySchool Pro or Freelancing School, then I’m really targeting this, at you. And welcome to everybody, of course. And you will be able to modify, modify the training pretty lightly so that it works for you.

Also, if you are running through this, whether you’re in Copy School Pro already or you’re in the intensive freelancing, know that you get to run through this with a coach. For those who are in the intensive freelancing, you’ve already been connected with your coach privately, the one on one situation.

You’ll be able to work directly with them, and then, you can go through the intensive a second time if by the end of this, you’re like, oh, I tanked midway through. Like, I got really distracted, really busy. I didn’t do my work, and I want to do it. So I’m gonna go back through it.

So you can go through it a second time. Don’t worry about it. If you’re in CopySchool Pro and you have team members that you want to put through this, you can. They just won’t get assigned coach, but they can go through all of our kickoff call, our training, the replays that we’ll have with any questions that might come up.

So your team can be involved in this. Just make sure you reach out to Sarah, to get that team member hooked up, because you shouldn’t have to go and retrain your team on stuff afterward.

The goal is just to let them learn right from the source and then go do the stuff you wanna do. This week, we are talking about the thing no copywriter ever wants to talk about, specializing and the importance of specializing so that everything else gets easier. And I mean everything else with a heavy focus on making money. It gets easier when you narrow things down. Get and I will make a strong case for that over the next eight weeks, but I need you to suspend disbelief if you are not in a camp of happy to specialize folks.

We’re going to recommend again and again that you specialize. When hard times come up, it’s usually because they didn’t specialize enough. And specializing and initiating work well together, so we’ll just keep that in mind.

Most people all people actually here looking around have not been through our workshop that typically brings you into this session because we just launched that workshop today. So no one’s been through it because it’s live right now.

So, we would have gone through a whole sunshine growth model session before you got here. That’s why I shared out in the intensive freelancing, Slack channel. I shared out that link to the walk through of doing of me walking you through the sunshine growth model. So, hopefully, you do have gone through that and identified where your biggest opportunities are. Okay? And that could be under skills, those advanced skills you actually sell, the advanced skills you use, proof of those skills, authority, all things under authority, money, and then leverage. So those are the core groups that we’re talking about in the intensive freelancing and and throughout copy school professional, and then as we go forward also in freelancing school as we start moving people from the intensive to either freelancing school or copy school prep.

Okay. Any questions before we actually dive into today’s lesson?

No. Okay. Nothing. Good. Caroline loves the energy from six minutes ago. So cool. We’ll try to we’ll try to keep that energy going.

It’s amazing.

Awesome.

And Honey Bear would like to say hello to you, and so she has. Consider consider yourself welcomed.

Let’s open up our document. I’m not gonna share my screen until I have to share my screen. What I want you to do is go to this blurry, horrible page if you don’t know what I’m holding up right now.

Sarah, if you can share out that PDF, that would be amazing.

It is the sunshine growth model looking really, really cloudy because in a lot of cases, freelancers who are making good money but who are still under that, like, great easy living kind of money, have the same sorts of problems, and those are not around the skills that you sell, but rather everything else. And so we’re kind of, like, we’re all grayed out on those, and we’re going to spend the next eight weeks, like, lifting the clouds, basically, so that you have what you need to grow.

And that’s gonna break down across that sunshine growth model. So that is on page two. Just know that we’ll be referencing that again and again. And by the time these eight weeks are up, you should feel very, very good about where you’re at with the Sunshine Growth model. You won’t be a hundred percent good to go, but you’ll be in good shape to be able to see how things are going to come together and already are coming together. So, again, that’s my promise to you by the end of this intensive. Okay?

This week, you’re going to finish the week, and I’m gonna walk you through this, like, line by line today because I really wanna make sure that everybody’s doing this part right because it’s so foundational. What we’re going to do is these are the end of week decisions that you will be making.

That’s on, like, page three of this week’s training after the title page. That’s including the title page. We will, identify by end of week what you specialize in and who it’s for. You have to believe that you can become a thought leader in this area of specialization.

If you’re in Coffee School Pro, you’re already here. If you’re a coach and freelancing school or Coffee School Pro, you’re likely already here, but who knows? It can always be useful to refine it. Your ideal, client persona, your ICP, we’re going to get that nailed down.

This is a huge problem for a lot of freelancers.

You want to help one group, but they can’t afford you or they don’t care about the thing that you’re offering. And so we have to make sure that we are volunteering to help those that can’t afford us, that we really wanna serve, but making enough money with the other clients we have, that we have the time to give ourselves to these communities we care so much about. So we’re gonna work through who that ICP is for you, make sure they value your specialization, that they’re reasonably reachable. That’s obviously a big challenge for a lot of people. You might want to work with film producers, but if you don’t live in Hollywood, it’s gonna be really hard to reach them. That’s an exaggerated example, but that’s the idea.

They have budgets to hire and retain you, and they seem to align with your values. We will never know. We’ll never know until we’re in there, and we’re like, oh, what’s that mega hat you’re wearing?

And then oh, Shane’s coming back in. Then we’re gonna get into two things that will shape the next couple of weeks, and that is standardized offer and a retainer offer, both under the topic of what you’re going to build your authority on.

Okay.

Any questions on that overview? We’re gonna get started right away. If we’re good to go, good to go. Roy, what’s on the front of your mic of your mug?

It’s just this, like, marble effect, I guess.

I don’t know.

So close to my mug.

Here, you get a three sixty.

Yeah.

Yeah. Cheers. But you got, like, some nice some nice hues on yours, though.

Nice hues on yours.

Thank you.

It’s very good.

Mug love. I feel like I feel like we all feel left out. I’ve Oh, more mugs. Let’s do mug shots.

Mug shots.

Mug shots.

Is that a bison on here, Sarah? Yeah. You’re, like, rocking some bison?

I am.

A bison. Yeah. She’s Albert.

Well, it’s actually someone it’s from Wyoming.

Oh, of course. Alright. Awesome. Dig it. Alright. Nice.

Sharing mine, but my camera’s not working.

So Oh, that’s right.

Paul’s here. He’s just he forgot to open his laptop.

Alright. Okay.

Let’s start on specialization. This is an exercise. If you’re already really confident in your specialization, this is just a good, like, reminder or reinforcement that you’ve done well. What we’re going to do is start on this page. Okay? So take this out or go into the saved version on your desktop. Don’t if you’re just going digital with this, don’t use your PDFs in your browser.

Stuff doesn’t save. Do it off your desktop. Make sure you’re saving it on your desktop. Okay?

Otherwise, you’re gonna close it down, and it’s all gonna be empty. And you’ll be like, well, that was annoying, and then you won’t go redo it because it’s annoying to redo work. Okay. We’re gonna start on the specialization page where at the top, it says what, and it’s got a giant list, two sides, of things you can specialize in as a copywriter.

Now this is going to seem silly, and we’ve talked about this in CopySchool Pro before that you can simply go through a checklist, like, choose things, but you really, really can. So we’re gonna focus first on what your specialization is. And then on the next page, we’ll get into the how and the why. Okay?

So, what I want you to do is read through these for the next, like, two minutes and just circle ones that are interesting to you on the what page. So it has to have this circle around specialization and the word what next to it. Okay? Go through that and choose just just because you can.

You can do anything you want to. It’s your business.

So just choose the ones that are interesting. So if you’re like, okay. Interviewing. I like that.

Circle it. Doesn’t mean you have to do anything with it. The stuff that really lights you up. Just go through for the next two minutes and do that.

I’m gonna do it too.

Sorry. There are a couple of double ups under optimization that somehow I missed.

K.

Let me know if anybody still needs a little time.

K? So I’ll share mine.

So some of the ones that I thought would be cool to specialize in are surveying, research or data analysis, strategic planning, persuasion sales, warm sales, writing sales pages, writing SaaS pages, writing pricing pages, writing lead gen and landing pages, all the sequences and emails, and then optimization stuff.

Yeah.

Anybody land on anything that seems, like, kind of interesting that they wanna share? It’s cool. If not, because this is very introductory. So, like, don’t worry about it. It’s just circling something. Like, it’s like doing a crossword.

Okay. And then we wanna get into the next page, which is the how and the why. And this is how you separate. So you can say, I specialize in emails that.

Emails that what? Or what kind of emails that? So I specialize in sales emails that are creative creative sales sales emails in order to increase average order value. So now we wanna start going through really digging into that specialization.

And I want to back up for a second. For anybody who’s, confused about why this is so important, because I know there’s friction here, it’s so important to do this work because this is how you figure out what to build your authority on and how to build that authority. This is how you figure out, what ads you’re gonna buy, what social content you’re going to make, if your audience is right, how to increase your revenue overall. It all comes back to how specialized you are or are not.

If you’re struggling to make money easily, I definitely recommend that you look at your specialization, and that’s why we’re here and starting here. Okay?

So let’s take a couple minutes to go through how, which is this column on the left so I quickly do something, and really focus on things that matter to you because this isn’t the work you’re going to do. So for me, I look at this and I go, okay. So quickly is important to me. I find it important to do work fast.

When people move slowly, I struggle hard with that. So if I like quickly and I do work quickly, then I’ll likely be good at providing things quickly. That doesn’t mean you’ll ever state that, but you might actually state that. You could really zoom in on being the one minute email person.

I don’t know how that would work. But if that was really important to you and you then you could build up to be that person.

Deliberately matters to me. Low fidelity, I don’t care. High fidelity, I don’t care. Designed or undesigned, I don’t have any feelings about those.

Tested, I do have feelings about. Side circle, tested. Research based, I do. Data driven, customer driven, yes.

Creative, I’m just meh about. Like, it finds its way in. Artistic, I don’t care. Scientific, I do.

Engineered. Right? So just go through and think about the things that really matter to you, and that will help you identify your specialization that is, something you’re gonna enjoy doing and be able to go deep on because that’s definitely what specialization is compared to, obviously, generalized, skills. And then over to the why, choose the whys that are important, and that could get down to to increase testimonials and case studies.

Like, you could be a copywriter who focuses on acquisition of useful testimonials. There’s room for that. There’s a lot. You could write a book on that.

There’s a lot you can do. You go on stage and talk about that. You can build your authority on that To increase visibility, to decrease churn, to decrease ghosting or no shows. If you decide you want to work with sales teams particularly, they have to get people showing up for demos and calls.

If you’re the person who makes sure people show up for calls, then that is a huge specialization to be able to work on. Okay?

Circle quickly. You’ve got, like, a couple minutes to just do that work.

Okay. Everybody’s good. I’m just gonna pause, because my dogs are barking.

Because I wanna see if anybody’s struggling at this point or if you want to share your specialization or what you’re working on as a specialization right now. Anybody feeling good about just chatting that out or coming off mute and sharing?

Y’all, I know you do. I will call on you. Why are you gonna make me call on you?

Who’s that?

Katie, how about you?

Even if you already had it before you came in here.

Well, I feel like you’re gonna feel like this sounds familiar, but I’m wondering how many we’re allowed to pick. Oh, okay. Great.

Because I have so I have writing websites, emails, and long form sales pages Mhmm.

Which I do for the same person, but I’m not specialized in one of those deliverables.

Okay. Yeah. It’s ideal to like, it’s good to start brainstorming things here. But I yeah.

We wanna get it down to something where you could own it. And that’s when we’ll have, like, end of week final decisions where we’ll put that on the top of the sheet, like and you need to select it it to can reasonably own it, and it’d be really hard to own all those things. So when you have all those things, did you have a how or a why that you chose that help narrow them down? Well, I have four of each.

Okay.

So kind of the same question.

Good.

I have how research based, customer driven, UX optimized, sales optimized.

Mhmm.

And then why, like, to increase quality leads, to increase applications, to increase lifetime customer value.

Okay. Cool. And do any of those surfaces things that you are most interested in that you just plain like?

Well, I feel like the lifetime customer value one is the one that speaks most to, like, what I usually end up doing over the life time of my clients, like, through through the work. And I guess that’s where I’m like, you know, often they come for the website, but then we end up doing the sales page and we end up doing the emails. So I find it hard to let go of the authority around those other pieces because I like to do all of them.

Yeah. Okay. So as we move forward, I think this will become clearer what I’m about to share with you. I think you already, like, know, but it’s good to talk through.

The bigger it is, the harder it is to standardize. Right? So if we’re trying to get to a place where we can have leverage in the form of documentation and processes and ways of measuring things that we can hand off to people, then, it’s very, very hard to do all of those things that you just mentioned. But it could but there are ways that it could be done.

Sure. Just I would keep in mind, yeah, that it’s gonna be really hard to not hard to, but it’s gonna be really time consuming to put together documentation that, will help this work to be easily delivered as we move forward into having a standardized project that you can measure that then turns into retainer work, which is the objective that the intensive is all about, and not what Copy School Pro has been about, but the intensive is, which we’re gonna talk about right away. But, yeah, that’d be my only thinking on that is even if it’s something that happens naturally, what can you do there to restructure things a little bit, so that you can systematize more in it.

Yeah. Is that what you were thinking anyway?

Or what do you think?

Well, I mean, we’ve been talking about the agency thing. So I do have templates for all of those pieces.

Like, I do have, like, I have, you know, existing workshops that I could use to train people.

So I feel like I have assets related to all these pieces, but I do understand, like, choosing.

Yeah. Just so it’s like you can absolutely own it and then absolutely specialize in including your agency, right, where you can train people out on that thing. So the what I would say is if you’re looking through and you like them all, the struggle is that people come in for one thing and then do the ongoing work after that. So I get that. That’s something to consider as you think about, like, audience and how people find you. Like, why are they coming to you for that first, only to move into email eventually.

But, the part that is measurable is going to be the biggest, easiest opportunity. So if a website is is tough to measure, which it is, on an ongoing basis, like, you can measure it, but it’s not as simple as ads or emails or even social media or leads, like getting leads on a landing page or opening on a phone over conversations and stuff like that. Like, that’s really measurable versus a home page, which is, like, as we know, kind of a pain in the butt. Like, you measure it, but it doesn’t really have a single goal and all that kind of stuff.

You know? Yeah. Okay. Cool. Cool. Anybody else? Thanks, Katie. Anybody else wanna share any, yeah, Jessica?

Jessica, are you on camera?

Did you just pocket hand raise?

Okay.

Jess.

Johnson.

Johnson, you go while Jessica figures out her tech stuff.

What does that I don’t know. I’m just put it out there.

I kind of had a similar question because, I mean, I’ve talked to you about my idea. It’s which is sort of broad. It could encompass any aspect of copywriting.

And so what I’ve been trying to figure out is where do I want to specialize. Obviously, I’ve mostly been doing websites, but I’ve done sales pages. I mean, I’ve done everything like, I’m sure everyone here.

But my question is more, based on now, wanting to do things that are, quick, research based, persuasively architected, and increase attributable revenue revenue and quality gains.

I’m drawn towards email because I feel like it fits a lot of those, and I feel like it could fit with the the narrative selling idea in general. But do you have any I don’t know. Do you have any thoughts?

Or Yeah.

I’d say hold on to that.

Keep all of that in mind because it’s good.

I think I mean, when we go through and look at things that where our objective is to get to a place where we have easy monthly recurring revenue. That’s really what we’re aiming for ultimately because that’s where money comes in without you doing anything. Right? So it’s a very good place to be.

Email is really good for that, and there are not enough email marketers or copywriters or strategists on the planet. Not even close. Not not even in the no. There’s so much room for it. So I would say hold on to email as a thing, and then the qualities that you had assigned to it on the why and how page. Hold on to those two as we move into, like, the second half of today’s training, which I think will help you further refine that to where it’s gonna be good. Yeah.

Okay. Thank you.

Cool. Cool. Cool. I know that you do websites, though, so that’s tricky. But we’ll talk more about it.

Everything’s not set As you were talking about the difficulty in attributing and I mean and it’s such long such long act sometimes.

Yeah. So yeah.

Yeah. Design’s getting there’s a lot. I get it. That was my I was with it. I totally get it.

Jessica, are you there yet if you want? Sorry. Can you hear me? Yes. We can. Sorry.

I was recording earlier and messed up my microphone. Sorry. Oh, okay. So my question is just the seasonal sale thing.

Is it too much given that we’re talking about, you know, emails, product, or sales pages, and potentially ads, SMS, whatever? Is that too big of a bite then for specialization?

Or is that I don’t think so, Jessica, because I think when it comes to something like seasonal sales, it’s not, it’s a good thing to specialize in because it’s ownable.

Like, when we look at the checklist things to specialize in, which we’re going to dig into right away here, when we look at that, it yeah. You can own it. Not I don’t know anybody else who does. Agencies do the thing, but they don’t they’re not proud of it.

And even if they do, there’s I don’t we can’t name them. Right? So you can own that.

It’s the retainer, the ongoing recurring work that in your case is like, well, well, it’s not about performing the thing that’s running on a nevergreen basis, but rather it’s continuing to do things and, like, learning from the last campaign we did and applying that to the next campaign that we do.

So I would say just hold on to it and don’t be swayed yet, but be ready to refine maybe a little bit because this could get you to a place of simplifying and being able to make more money because of it.

Okay. Great. Thanks.

Okay. Cool. Thanks, Jess. Alright. So we’re not going to make any final decisions yet. I just want you to be thinking about this work as we move on to your audience.

And I know we’ve only got twenty nine minutes left, but I feel good about this because the next two weeks are going to be all about your offers and getting them to such a beautifully architected state. I’m like I’ve told my team so many times how excited I am about the three weeks that follow this, how bananas it’s going to be with, like, ready to go SOPs is gonna be dope.

So watch for that, which means that some of this worksheet might be a little bit empty by the end of today’s session, but you should be working on it over the course of this week. And especially if you have a coach that you’re meeting with this week, do do work through your homework with them and what we’re doing here on this worksheet. Okay? So I wanna talk about your audience or niche largely because, obviously, it matters. Like, it’s a no brainer that it matters.

But it’s what I see too often is people just plain choosing an audience that is, difficult to access, difficult to get referrals from, or that can’t afford you, as I mentioned out of the gate here. So, I want to work through an ICP statement. You don’t have to fill this in today, but I want you on your own right now as I’m talking to be thinking about who your ideal, target market is, like, what that group is. And we’re not gonna fill in the ICP yet. We’re going to very quickly jump to this table over here. What I want you to do is put is, like, kind of just jot down mentally or on a piece of paper here on this the basic categories of people that you’re trying to target.

So it might be in our case, it might be, freelance copywriters, in house copywriters, and in house marketers, which includes VPs and CMOs. Okay. So those are three categories, like, basic buckets of people that I could target, and they’re quite different from each other because they have different things that are true for them, but some overlap as well. So think about who you already know that you’re serving, who you like serving most, who has the most money to spend most freely.

It’s this is business. You can make more money. So really think about, like, who are the clients I’ve had that have been brilliant, that I’ve loved having because they paid my invoice, and they didn’t question me. And they did great work when I I was allowed to do great work with them.

I’d love more of them. And then you tell yourself, well, there aren’t many more of them or whatever other crap gets in your way. Think about them.

What I want you to do is make sure as you’re thinking of them that you’re going through this checklist under your audience niche to really zero in on ensuring that you’re choosing the right people to focus on. So, when you think about who you’re trying to target, are they bought into the value of copywriting, or do you have to sell them on it? Do they come to you, or do you even reach out to them and they get copywriting? If they don’t, they are not your target audience. They might be your target audience twenty years from now when your agency is enormous and it’s ready to scale to a new audience, it’s not gonna be your target audience when there’s one or two of you. They’ve brought they’ve previously invested in copywriting and still do. So do you have reason to believe that they have an in house copywriter or have had that they work with freelancers?

So go through that list. Now we’re not gonna go too deeply through it right now, because what I really wanna focus you on is this table, and I want to work through this table right now.

This was something that our team actually did some training on in order to get to a sense of better understanding who is right for our programs, for copy school pro and for freelancing school and for the intensive.

So if you’re on the page with the table, you’ll see category, category, category. That’s where I want you to write in under each category, one of those buckets that I mentioned. So, again, for us, it’d be in house copywriters, freelance copywriters, and in house marketers or VPs. Okay?

So you fill that in. Go ahead and do that right now, please, and then we’re gonna come up with examples under there to better identify who you can get excited about working with. K? So I’ll give you, like, a minute to do that.

Okay. So for me, I have written in my crazy penmanship, in house copywriter, freelance copywriter, and in house VP marketing. Okay. So whatever you’ve got, cool. Now what we wanna do is think of an example of somebody that you have worked with in that bucket, in that category.

And I want you to put their name, brand, or person depending, I don’t know, whoever it is, under struggling, profitable, or top tier. Are they somebody in that category who is struggling, who is doing okay, or who is nailing it?

So write them in under there. So for example, let’s say for an in house SVP of marketing, if I were to think of somebody there, I might think of, the CMO of Bitly. Okay. So that is not it’s definitely not struggling.

It’s profitable. No. It’s top tier. I would go top tier, and I would put c m o bit.

Ly there.

That’s great. But if I was to think of, a company that I wouldn’t work with, and I’m not going to share their name, but I’m going to put it in here under struggling.

And then I now know, by writing it under there, that that there is that brand of person, of business, that I might maybe they are right to work with. Sometimes it’s okay to work with struggling businesses.

Sometimes you’ll only wanna work with top tier businesses. What I want you to do is try to slot in the names that are in your head because, typically, we do have names in our heads of come of clients that we wanna work with or have worked with. Just kinda fill this table in so that you can start to get a sense of what might be right or wrong with the businesses you’ve been targeting or the businesses that you are currently working with. A lot of freelancers are working with struggling businesses that don’t even really register as a business, and that’s a choice you get to make. You can choose not to work with them. It’s as easy to target struggling businesses as it is to to target non struggling, profitable, and top tier businesses.

It all takes work. It’s all hard. You just have to choose one and then do the work. So, does that make sense? Do you know how to fill this table in, or is it confusing? Pretty good? K.

Joe, what is your biggest, like, profitable versus top tier Yeah.

If someone feels, I like, I think they’re profitable, but I for differentiating between those two, any tips?

Yeah. Absolutely. So profitable is, like, you have a good sense. This is all largely guess work. Right? Like, unless they’re a client you’ve actually worked with, in which case it’s really valuable to use those people too.

But top tier would be someone that’s like your dream client where they’re making tons of money. They throw it at freelancers and agencies.

They want the kind of work that you do. So they’re making a lot they’re a big brand, usually. They’re like a household name. If you worked with, ecommerce brands, it would be whatever that thing is.

You would know. Right? It might be like, J. Crew is profitable, but they’re not top tier.

They’re not leading the market. They’re not making money hand over fist. They’re not being talked about all the time, that sort of thing. Does that make I don’t know if J.

Crew even registers.

And then would you do just because I peeked at the other checklist about, like, the value when they’re bought into copy, would you factor that in here as well?

Or I would.

But if it gets in the way, don’t worry about it, but I would. Yeah.

Cool. Awesome.

Is everyone else making sense of the table okay?

Yeah?

Okay.

Now the objective keep working as I’m talking. It’s okay.

The objective here is to get to a place where by the end of you like, once you’ve completed this table and you can see certain brands on it, you can start to have a better sense for which brands, you do wanna work with and what what, like, level they’re at. Because although top tier might sound perfect, it doesn’t mean it is. You might be really good at working with struggling business and taking them from zero dollars to thirty thousand a month. That might be a good place to live because your skill set’s there.

It would just help you see that you shouldn’t bother with the top tier brands. You shouldn’t bother worrying about what they’re thinking or what they want. Yeah. So it’s not saying only work with top tier. Although, if you’re not sure who to work with, work with top tier over struggling. They can afford you better typically.

K.

Alright. Looks like heads are down.

Work is being done. Okay.

Alright.

Good. Alright.

Now if you can go back to the page before, before that big table, there is is anybody feeling like they already going into this know who their ICP absolutely is and you’re confident about it?

Could you complete the statement at the top of week one?

Type of company or industry in whatever part of the world with however number of employees generating how much money they do, who, and then what it is, that can help you better understand who they are and target them. Andrew, I know you’ve worked with SaaS companies a lot. Do you feel like you could fill this in?

Okay.

That might my taskbar is hiding my unmute button, so I had to guess of the keyboard shortcut. Yeah.

I mostly can fill this out. I’ve noticed that the biggest area where there’s a lot of, where there’s a wide range is in terms of revenue. So sometimes I’m working with companies that are, like, series b, not making a crazy amount of money yet. They’ve had money invested, but not necessarily making a ton of money. And then some of my clients are, you know, over a hundred million a year.

And the employee size is kind of like that too. Like, sometimes they’re on the smaller side, like, at, like, fifty employees and then sometimes go up to closer to, like, five hundred. So, yeah, noticing kind of a wide well, it feels a little bit wide there, but, that’s that’s who I’ve been working with.

Can you narrow it? Who are the best people among all of those? Who do you most like working with? Who like working with you?

Yeah.

I it’s tricky because where I get where I get torn the most is between I like the the bigger companies are more likely to have a lot of traffic, which makes that stuff you were talking about early because I’m all doing I’m mostly doing web stuff. So, the measurement is easier on that side. They have more people in place for that kind of thing. But I also kinda like when I’m working with a smaller company and it’s, like, just me and the CMO just get he deals with all the other stakeholders. It’s just us. Nice and easy.

So, yeah, it’s given me a little something to think about here.

You’re smiling about the second one. Working directly with the CMO, you seem to like.

Yeah. And it it also feels like it’s easier.

The money comes a little bit easier.

Yeah. Those bigger companies, their budget gets a little bit more fractured. And so they might have a big copy budget, but they also might have more copywriters. So, yeah, I do kinda like that series b, series c kinda area, a little bit. But, yeah, I have I have right now, I’m working on projects with both clients, and so I’m trying to decide which of the trade offs I’d rather have.

So, yeah, I don’t have a I don’t have an answer yet.

I I think probably the right answer is somewhere hundred million plus. They might be a little bit big and corporate and a lot of stakeholders and so on.

Okay. So if that feels big, what would stop you from focusing entirely on the smaller group, the series b that lets you work with the CMO directly?

What would it stop you?

I I think I’m realizing that that maybe I’m going I’m doing a little bit of taking what comes my way rather than being a little bit more proactive and intentional about it. So, yeah, if a company with, you know, that’s a hundred million a year comes by and they say, hey. We have these optimization projects we wanna work on. We wanna work on these pages. I get tempted, and I don’t say no to the money. Yeah.

That’s that’s common. Okay. Okay. Well, food for thought.

Yeah. A lot to chew on here. I thought I had it more dialed in than I did, so thank you.

Awesome. Thanks. Johnson.

Yes. So I’m moving I I feel like I’m gonna be moving more towards, well, tech company is, is kinda what I have in mind. And I mostly worked with, service based businesses.

Some SaaS, but, some physical as well. And, I don’t really know a shot about my, market. So I I can’t really fill in almost any, stress. Do you have any, thoughts?

Yeah. So that will be homework for you, and that’s gonna be true for a few people in the room. If you’re here and you don’t know who to target or you’re like, I think my target audience is maybe wrong, then that’s something for you to be thinking about over the course of the week and get to a place. And so for you, Johnson, because you’re in CSP, you can, of course, like, engage in Slack and start sharing that, and also in the intensive freelancing channel in there, as well.

But, yeah, that’s something to kind of knock around with the rest of us over in Coffee School Pro. Oh. Yeah. Yeah. Yeah. Cool.

Included in here on this page is a line about the total addressable market. That’s something else I want you to be thinking about for those who have a coach as well that you’re meeting with this week in particular.

Do chat through whether the total addressable market or the like, basically, the idea behind a total addressable market is, are there enough people here that can actually afford me?

That’s basically what it comes down to, and, that’s what I want you to work through as homework to go out and figure out how to determine a total addressable market.

There are tools.

We were going to include it directly in here, but decided not to, because we were going to include it directly in here, but decided not to because good homework is going and, like, learning this stuff and getting really kind of entrenched in the idea that you are a business. Businesses think about their target market, how much they can afford, and they adjust accordingly. And that’s why most businesses that start out with free trials end up going into enterprise, and they serve enterprise eventually going upmarket all the time, a lot of freelancers do the same thing. So can you shortcut it by going straight to the inevitable, which is either you build a big team that serves a lot of small businesses for smaller projects and things like that?

That doesn’t mean that they only choose small projects. Don’t get me wrong. Or do you say, like, well, the people who can really afford me are going to have teams of this size, etcetera, etcetera. So I want you to do that work this week.

Who are those people? Make sure you know who they are. So I think I will chat out one of the tools that actually uses industry data to tell you the actual size of your market that you’re talking about so you can really see if the addressable market is is worth your time, basically. It’s what it comes down to.

Okay?

Okay. So we have ten minutes left. I’m happy to go over, but I don’t expect you to. If you want to and you wanna ask questions, that’s cool. What you need to do by end of week is complete this worksheet. So I wanna move on because we’re just doing an overview to get you ready to go on this, and then you go do the work.

I want to move on. Of course, before I do, does anybody wanna share any insights that might have come out of this table when you were doing it? Any brands that or anything that you might have seen or thought through differently? Like, I should be working with this kind of brand or that kind of company.

That’s cool. If not, if you wanna share. I like the exercise. Alright.

Cool. Then let’s oh, yeah. Benjamin.

No. I was just I was just gonna say one realization, I think, when I was filling this out is, so I work with, like and you realize a lot of my clients are struggling or they’re getting not that they can’t afford it, but then I think they are also at the same time struggling.

Like, so when they do pay whatever the price, I feel like it, like, kinda hurts a little bit.

And I and I I tend to think of, like, the top tier clients that I either want or I’ve worked with.

I sometimes think they’re out of my wheelhouse. Like, they would they would just hire someone else or, like, they have an they have an in house copywriter or, like, they just like, there’s just no need for me. I tend to think that.

Yeah.

Okay. That’s, I think, what a lot of people think until you go and work in those organizations and go, woah.

Woah. They have so many needs.

What?

Yeah. And we can get into that over the next little while, but I would say throw out those assumptions. Anything that feels like it’s holding you back, back, now is the time to start challenging it. You’ve got eight weeks to really get in there and dig into your business, figure out a bunch of stuff while in the company of people who are figuring out a bunch of stuff and being supported by coach. So, I I know Andrew and Summer both, I think, for both when I said that we’re like, oh, yeah.

In in organizations, there is, yeah, there’s a lot.

It doesn’t work like we think it does. And that’s, I think, something for everybody to know because no business works as brilliantly as it sounds like it does.

So, yeah, we’ll get into it. I don’t want I’m like, oh, gossip session. But it’s not going to be that, but just know that there’s a lot a lot to say about the need for businesses to big businesses, businesses of all sizes to, hire smart people to come in and do good work and make them look good.

Cool. Summer says our own businesses are private examples of that too. Yeah. Every business is, just trying to keep it together.

Like, in someone who in a lot of ways, nailed it. And then in other ways, you’re like, just try and keep it together. And I think of people who come and reach out to us and just, like, when they share their stories, you just feel bad, and it’s hard to move things internal in small in large teams. It’s much easier in big teams.

But throw that idea out then. We’ll help you throw it out. Okay? Cool. Okay.

Andrew said, what do you mean by the offer? Is that about this, Andrew?

Is that about the worksheet?

No. Sorry. I was just saying, like, mark whole marketing teams where they don’t know what an offer is.

Oh, hey.

I mentioned that to Katie a couple weeks ago that, like, businesses so rarely know what an offer is, and you’re just like, what?

But Katie is lucky to work with people who do know what that means.

Naomi?

Oh, you’re still on mute.

No worries.

I was gonna say that, I thought that I really liked when when I was working in house, I loved working with campaign managers that really, really knew what they were talking about. Mhmm. But I actually now that I’m looking at this chart, I really like working with people that don’t know what they’re doing because it’s way easier for me to swoop in and look like the hero. So people who are not necessarily in charge of their campaigns, maybe they’re outsourcing their campaign management, or they switched from a different industry, or they are I mean, startups hire lots of people with no experience or no relevant experience.

So working with those people, if they’re somewhat flexible, can actually be a good experience.

Dig it. So does that mean you liked the struggling tier? Is that where they landed? Or it sounds like that.

You mean, like like, they maybe they run the company or they’re running running the marketing team, but they don’t necessarily know a whole lot about marketing itself because they’re involved in, like maybe they’re more involved in brand or they’re more involved in actually running the business or something to that effect.

Cool. A good insight then. That’s awesome.

Excellent. Okay. Cool. So, let’s wrap up here. And, again, I can stay on a little bit afterwards to take any more questions, especially if you’re like, thanks for the intro to today’s to this week’s work. Now I have more specific questions in here, which is totally cool.

We wanna work on getting to a place where you have a standardized offer with the retainer. So the objective here is you should be able to sell a project upfront that’s standardized, where it’s always the same, always doing customizable slightly, but largely always the same. Your target audience wants it. It’s it’s related to your specialization so that you can own it and be so good at it. But you need the standardized offer that you then can measure and optimize going forward.

So email is a very good fit for the this ads are a very good fit for this. Funnels are as well. Short funnels, I mean, not like this whole customer journey that’s too big to standardize.

But this is the objective, is to get to a place. And, again, over the next two weeks, we’re gonna be really digging into this, where you’ll identify what your standardized offer is.

The goal is to start charging ten thousand dollars a month for that standardized offer. If you were to do ten thousand a month for the standardized offer, if you know you’re already above that tier, if you’re like, I would not do anything for ten thousand, fine. Twenty, thirty, whatever your number is. It’s that number that goes in there. The objective is to sell two of those a month and then to turn at least one of those two people, two clients, into monthly recurring revenue by optimizing the work you just did for them.

That is how you can get to a very quick twenty five, thirty, thirty five, forty thousand dollars a month just by only doing the same work and then making it better. And as you do that, you get to see how to always make these things better because you’re serving similar audiences all the time, doing similar work all the time, and then just working on making it better and better. So the standardized offer is ten thousand dollars or whatever that number is for you. Whatever that number is for you, you divide in half for the retainer, which is an ongoing retainer that is based on taking the work that was implemented and optimizing it month after month, which in week three, we’re digging into this at spreadsheet level.

It’s gonna be really, really exciting, for anybody who likes a good spreadsheet. It’s gonna be very exciting, with lots of SOPs and lots of things to hand off to people to do it yourself and then to hand off people as you go. So, if if you do ten thousand dollars times two projects sold a month and you convert one of those into retainer every month at five thousand. You can just do the easy math in a spreadsheet and, see how that starts to add up into really, really nice money.

So it’s also very simple if you’re focused on just doing the one thing instead of doing everything or saying yes to whatever comes in, which is how freelancers burn out. Yes. I’m looking at you, Andrew, but I’m also looking at everybody, so don’t worry about it.

What I want you to do is to think about as you’re putting this together and just as a side note, we have a meeting on Friday this week. It’s Friday this week, because we started this week a little later too. We have a meeting on Friday to dig into the work that you’re doing on this sheet.

So what I want you to do is to start thinking through when it comes to my specialization and the audience that can afford me. What do I already do, or what do I think I could do consistently, that could become a standardized offer for me? So it should be a measurable thing, though, so that you can easily sell a retainer on top of it. This is tough for websites.

It is tough if a website is your focus, if if writing websites are your focus because of what we’ve talked about this whole time. What you can do instead is shorten it down to parts of websites. So I’ll work on pricing page plus people who sign up on the pricing page. So if the pricing page is there and then you get new trial users or new paid users in and there’s a flow that follows after that, those two parts together could be a good project to do, and that might be a twenty thousand dollar project because there’s a lot to it.

Technically, there’s a lot to it. You standardize it, so there’s not a lot to it. Right? But that’s what the client sees as, wow, a whole pricing page and the emails that follow it, and then you optimize those as part of your retainer, which is not about deliverables.

It’s not about how much time you spent. It is about how am I increasing conversions for my clients and then reporting those every month and keeping them going. This is how Boxcar got big fast. This is how agencies get big fast.

This is a model that few copywriters follow.

And most copywriters end up just, like, for a retainer, they’re like, here’s twenty hours this month for you to spend, which is a nightmare. You don’t wanna do that. So this will be the better way forward.

Give it some thought. Your standardized offer, what can you standardize that you already do and sell for ten thousand dollars?

Yes. Totally, Shane. And then can you turn that into something you optimize every month? So you will say on underneath this that this specialized offer the standardized offer, sorry, is directly aligned with your specialization.

It has to be because that’s how you can build your authority. And if you’re like, well, the one I have in mind isn’t, then you might wanna change your specialization to better match this new offer. It’s okay. Now is the time to do that.

Will your clients see value on delivery? Again, this is where email, SMS, ads, even just for you seasonal stuff.

That will go a long way too. Will they see the value of continued optimization? If they won’t, don’t do it. Find a way. Find a way to adjust, and you can bring your ideas to our next call. Find a way to adjust your standardized offers so that you can continually optimize it.

Can you standardize it to greater than sixty percent? That means if it’s like, well, no. I have to come up with something from scratch every single time. It’s not gonna be a good standardized offer, ever.

You will you will burn out fast. Can you complete the work in five to six business days? So if you were to block off a week of time to deliver this project for your client, not that you do it you know, they don’t get it on Friday. They get it three weeks later.

But could you do it in five days?

Six days is just, like, as a little, like, bonus for you, but try to do it in five days. And can somebody be trained to do that thing well? So if we think about a landing page, if you’re like, I’m gonna optimize lead gen pages. That’s my jam.

That’s all I’m gonna do. Yes. I can that. I could come up with seven different types of templates.

I can put a if then worksheet together to help myself and somebody I eventually train to figure out how to, like, choose the right lead gen template out of the gate and then what to do about optimizing it, that’s something I can standardize to at least sixty percent, probably eighty percent if we’re being honest.

So that’s something good if it’s, hey. I just want to write full websites for lawyers, then no.

Then you don’t wanna continue in the intensive because you won’t like your life, and I want you to like your life. That’s the objective. Okay? So, that is wrap up for today’s intro to the intensive as well as beginning on this worksheet, which we’ll talk more about in our next call. Know that this was intro loosely put like, loosely kind of tying things together.

Once we get into week two, three, and four, things are going to tighten up dramatically to the point where it’s like no fat left, no guesswork left. It’s all really going to be, like, less what do I think, what do I want, and more here’s what I’m going to do, here’s how I’m going to do it. Okay?

So enjoy your bit of freedom as we dig into the intensive because it’s about to get a little more fat free. Alright?

Good. Do you feel like you can go forward and finish filling this in? If not, stick around. If so, see you on Friday.

Anybody have questions?

Otherwise, you can go. Don’t worry. I won’t judge you for going.

People are still here.

Either you can’t find the leave button or you have questions, so feel free to ask them if you would like to or if you’re like, just show me more detail.

I guess, I was just trying to think of I was sure I would have question.

But this you know, an average person can be trained to do this work well with little oversight. Yeah. Having zero experience training people.

I have no, basis really, I think, to kind of make that estimate. And if Yeah. I don’t know. Can you, like, can I just kinda think, well, if I learn to do it, then someone else reasonably could also learn to do this thing?

Yeah. Because if you’re like, wow. This whole project is based on my exceptional talent.

That’s I mean hard to recruit for exceptionally talented copywriter or whatever. Right? Like, you that’s not a job posting.

Think about the work that you do, and you don’t have to figure this out in the next few minutes. Right? Like, you get all weak.

But think about that and, the work that you do.

How much of it could you hand off to your sister? I don’t know. Your family setup, Johnson.

To somebody you know well. How much could you hand off if you’re like, oof, it would take everybody a lifetime to learn how to do this? Then no bueno. Then you need to, like, think of a different.

What can you templatize? Can you put a template together for this? Can you put a checklist together for this? Is there a standard order of operations that you could reasonably figure out knowing that there’ll be some parts in there that are, like, at this point, check-in with Johnson to get feedback on how things are going.

Right? So that kinda covers those, like, blurry areas.

But what about the rest of it? Is there a checklist at minimum? If you can do a checklist, you can train somebody on it.

What are we thinking? Are you are we talking administrative tasks, or are we talking delivery? Because delivery seems like I mean, that’s training.

That’s just I mean, delivery.

Yeah. Your offer. Can you and there will be administrative. It’s like, can you get somebody to set up the coffee presentation?

Like, yes. You can. You don’t have to do that yourself. Right? That’s really easy. It’s like a four step SOB that you could fire off in a second.

So there’s that part, but then there’s the other stuff, like, when it comes time to look at the retainer in particular. So let’s say you always do the upfront project because you like to you’re you wanna be in control there. You’re not ready to hand that off. However, once you start selling retainers, once you start getting people in coming in again and again, they need their end of month presentation. So someone else should put together that end of month presentation, based on a template that we have for you and the quest the answers to questions that, again, will also largely have for you, but you have to be able to make sure that a person is trained on how to put those things altogether.

You might also, in the retainer, go, if my retainer is all about someone’s paying me to optimize their subject lines.

Okay?

Can you hand off subject line generation to somebody else? Sure you can. Can you hand off telling good from bad subject lines to someone else? Maybe not. Maybe that’s something that comes over time and you learn how to teach your team that, but that still has to be you.

Right? So, like, there’s the art, and then there’s the science y, math y part. If it’s science y, math y, you can usually teach someone else. If it’s art, it’s a little bit trickier. Doesn’t mean it’s not it’s impossible, but it’s just trickier.

Sure. No. That makes sense. But I guess so just to, like, feed that back to you, kind of think, granularity about the the the process and find the parts that are more science than parts, I guess.

And what was the first part? I somehow didn’t hear it.

Just to think about the the process of delivering more granularly granularly, in greater in finer detail, and and find the bits that, could be out because, yeah, I wasn’t I was kind of thinking in bigger blocks, but, yeah. Okay. Cool.

Yeah. And and, again, you don’t have to dig too deeply into this, and it’s fair if you’re like, well, I haven’t ever had anybody do work for me. I haven’t had to teach anybody or manage anybody before. That’s totally fair.

I’d say take your best shot at it and then bring your ideas to our next call so we can say like, oh, no. No. No. That’s too too big. You’re leaving too much room for error there versus not.

Yeah. Oh, okay. Great. Okay.

Cool. Thank you.

That I was gonna say that was also one of my questions. I think it was, maybe I’ll address this, like, when we meet again, but it’s, like, I was just wondering if, like, you can always get get deeper into the market. Like like, if I said, I’m gonna specialize or in the niche niche, like, health care or med tech, then you you like, the question would be, okay. You’re gonna do a b to b or you’re gonna do b to c.

And so I I’m just, like, wondering how deep I should go. Like, oh, okay. Can you do surgery? Are you gonna focus on, you know, eye care or whatever?

So I’m just wondering what’s a good level of depth.

I’d go way more narrow up front and then zoom out from there, not with brand level stuff. So don’t be the eyeglass copywriter or the optometrist’s copywriter, but but something I wouldn’t go too deep there, but I would go, like, narrow. And this is just generally, like, business advice. When you are going to market, narrower is scarier for you, but better overall, because you can target.

And there is one of you right now. Right? And there will likely be more added, but there’s one of you. You can then come up with social content that’s for that group and nobody else, and start to and then down the road, you can add in more groups.

But I would say narrow. Like, narrow, like, uncomfortably narrow. And then if you bring that to us on Friday and you’re like, and we’re like, oh, too narrow. You really went narrow on that.

Then we can always address then. But how else are you gonna build your thought leadership? Like, there’s so much you have to do as a one person shop.

So best to target the people who need what you want, and who are reasonably reachable and can afford you.

And that’s usually a much more narrow group than we think.

Yeah.

Naomi?

So I already I already have a pretty clear idea of what I would like to do, but I’m still running into the same problem, which is twofold.

Number one, that people are spending less on Google Ads and, social campaigns. And number two, the companies that have the money to spend on these kind of campaigns prefer to have somebody in house.

But I’m really good at it. I’ve done it a thousand times.

It’s highly, highly measurable, and it would be easy to make it a retainer because you need regular ads and, AB testing on landing pages.

And I can take it sort of from end to end.

Yeah.

But I I really struggle to get into this market, like Fiverr, for example. Fiverr is an Israeli company. I have a couple of friends there. I’ve been working for ages to try to get in there. Unfortunately, they’re not doing so well, but, they, like, don’t really wanna bring a freelancer in, and they I I’m assuming there are, like, a lot of stakeholders involved in workflows, and they’re worried that having an outside contractor would make it really hard to keep everyone aligned. That’s my guess.

But so I’m wondering if if this makes sense because it would be way easier to do, like, three landing pages and maybe a set of six ads for, like, first project, because you could do, like, the main keyword, the competitor, like, one competitor landing page, and, like, one alternative keyword as, like, three landing pages, and it wouldn’t be that much more work.

And then one or two sets of ads, And then, like, that seems like a lot, but I feel like for three landing pages, that’s it’s worth ten thousand dollars. But, again, I I’m I’m struggling to see how it would play out in reality.

Yeah. I’d start I think I’d start by just kind of challenging the assumption that quantity is important here, that you need three landing pages to make ten thousand dollars.

You don’t. You you don’t. You do if you’re working with a business that doesn’t have money, then you do.

But even then even then, it depends on, like, how you’re selling it, what the stakes are, what the gap and the gain, like, what’s going on there, when it comes to, like, what they want versus what’s going on for them.

So that is a lot of, like, nurturing and selling kind of stuff. Right?

For me, I would say, if it was just you and me one on one, I would ask you to zoom in a lot more on, like, where’s the value? Where do you add the most value there? Forget that some people say no to hiring for those ads. Forget all of the nos. Think about the yeses out there, the people who say yes to hiring you. What and where where where you add the most value there?

It’s the landing page. One hundred percent.

It’s the landing page. Cool. Now it depends on the brand. Right? And I know you wanna work with Israeli companies or companies that are based in Israel.

Totally great. That’s good. It is it’s narrow. So if Ben was still here, this would be a good thing for him to be, chatting about, or at least listening to.

So there are lots of companies in Israel. So many. Right? And if you can identify the landing pages that are of greatest value to them, then that can be a good thing to specialize around and and then ultimately standardize on. So if it’s that will take this is the thinking work, right, that you it’s also just, like, looking at it. Right? So who gets most excited when you hand in what kind of page?

That’s really, like, very, like, two blanks to fill in. Who are the people who get most excited with what kind of landing page? And if you can do that, then you can say, well, can they afford ten thousand dollars? What kind of landing page would they need to see to value it at ten thousand dollars to start and then five thousand dollars every month for me to keep optimizing it?

They probably have to be getting a pretty high return on investment, whether that is better quality leads for a large enterprise organization that’s looking to, like, sell into enterprises and every lead is worth, you know, potentially six thousand dollars to them or whatever those numbers are. But that’s part of the total addressable market as well. So that’s also part of your homework is to go out and, like, learn about this this market that you wanna serve that’s in Israel, and that is is and is. Right?

Like, it just keeps getting more and more narrow. That’s where you can adjust a bit. But I like that you focus on a landing page. Now it’s like find the one that your target audience in an addressable market will fall in love with and pay good money for.

You would do one landing page for ten thousand dollars?

Mhmm. Oh, yes.

Yeah.

I just can’t see anyone I know.

Like, I I can’t imagine myself spending that kind of money.

You don’t have you’re not that’s not your business.

Right? No.

Like, if I were having the skills to do it, so you can do it yourself.

You’re not feeling the pain of it, and you don’t have the like, I think of companies that come to us who have, there’s one in particular who has, like, half a million leads a month.

Half a million people want their service every month, and they’re, like, one of many businesses like that. And this is this is mindset. Right? Like, this is the scarcity mindset.

Do you believe that there’s money out there? Lit literally, and I don’t mean to overuse literally, but trillions of dollars change hands every day. Consultants don’t move for less than for even in the vicinity of ten thousand dollars. Like, that’s not even a thing.

You will see that, and then ten thousand will become your new low. It will happen. It just hasn’t happened yet, so it’s hard to imagine it.

Yeah. Landing pages for ten k all day. But but but it’s not like you can just walk out the door and say, I’m gonna do your landing page for ten thousand dollars. You have to have the qualities, all of the stuff around that says I am the person who you would be lucky to get me for ten thousand dollars to work on your landing page.

So you need to know what kind of landing page that business really needs done well. And if you know that, then you’re in there working on that exact landing page. Don’t build your authority on anything else. Own that landing page, and you will easily close ten thousand dollar projects for that.

Easily. But not if you’re doing everything for everyone and talking about everything. You know?

Because, I mean, I’ve done it, like, a hundred a hundred times over and over and over again.

Yeah.

So I am not worried about, like, building the authority.

Good. You’re just like raising the rates.

Yeah. Like, I I just I wow. I can’t imagine charging for just one landing page, and you wouldn’t even add ads to that at all. It would just be landing pages.

Yeah.

Yeah. If it’s a valuable page, if it’s not a if it’s just a piece of crap page, then why are you even working on it in the first place, like, just because they don’t have the time to? Uh-uh. So we’re not working with clients who could do it themselves.

You’re working with people who see growth, who see money when they look around, and they’re like, give me more of that. And those people are abundant, but they’re probably being targeted by people who are more aggressive than you are. So they’re already hiring other people who are charging more money, and their level set at ten thousand. You come in at five thousand. They’re like, how good could it be for that? So people are always raising the rates out there, people all around you, People all around me. Everybody.

Some of them aren’t worth it. Don’t get me wrong.

But if you know you have the authority, then you’re actually doing a disservice, which I’m sure you’ve heard before, not only to yourself for charging less than you should, but to clients for giving off signals that you’re not the expert that you are.

And you’ll get there. We’ll get there. You’re very new to CSP still, so we will get you there. And when you do see it, and I know it’s like crystal ball, but, like, been there, done that ages ago.

Wouldn’t think about doing anything for less than it’s gotta add up to a hundred thousand dollars in value for me or, like, what’s like, there’s other businesses out there. So just know that that is coming even though it might not feel real yet. Try tell try working through it. And Christy is a really good person to reach out to Naomi about, like, mindset, issues you may have around scarcity of funds available, to people, to copywriters, because it’s something I think that it is. It’s not just I will not be able to just say it and you believe it.

There’s gonna be a lot of of work to do. But it’ll start with you just, like, quoting ten thousand months and actually having people say yes. I was like, oh, all this time all this time, the money was there.

I feel like it would have to be, yeah, it would have to be a much different company.

A much more established company, more, like, series CD and not enterprise. I feel like enterprise actually would be worse because they are it’s much harder to measure because they take so long, and they require so many POCs and so much time to actually close the deal that getting that return on value or getting any kind of, metrics on them is just very critical.

Unless you can find your way into the departments that are more autonomous, which exist in large organizations. So there are you go to work at Spotify or with Spotify, and you will work in a small growth department that doesn’t ask everybody under the sun for their input. That’s just like, here’s the task we’re running. Let’s get it out the door.

Let’s measure it, and they’re empowered to do that. So I would say don’t give up on enterprises, but, like, yeah, it is up to you to think. I need to work with people who where there’s one person who signs off or two people who sign off on my work, And I only my point of contact is one of those people. And there are, like, internal, like, teams like like, centers of excellence in organizations, not just general marketing.

Doesn’t mean every organization has a center of excellence, but a lot of them do, and and they are the ones who will be raging hot leads when the time comes and they find you.

They’ve got money to spend. They wanna do it. It’s general marketers that are the hard ones to work with. But we can talk a lot more about that.

I would say work on your ICP though, Naomi. Like, to me, it sounds like you’re good on good ish, at least, on the standardized offer and where you can go with that. It’s measurable if it’s that landing page. Now you need to work on identifying the right audience that can afford you, that loves what you do, that is reachable.

And I don’t know what that I’m sure it’s possible while also focusing on brands that are in Israel.

I mean, I’m not I’m not necessarily stuck on companies in Israel. I just don’t wanna be working with a seven, eight hour, ten hour time difference. Okay.

Like, I I think it’s easier for me.

I’m glad I asked.

I it’s it’s easy for me to work with Israeli companies because all of my friends work in Israeli tech companies. So one text message gives me access to the entire marketing department, which makes networking just a breeze.

But, yeah, I’m not I’m not opposed to going elsewhere.

I just don’t wanna be out of it at ten, eleven PM at night, working Totally hear that.

Yes. Okay. Good. Well, I’m glad that there’s openness there. But that’s gonna be a big work for you, Naomi, this week. So if you can get that sorted out, and then we can talk about it more on Friday.

If you’re coming to the Friday call, I know it’s a late time for you. End of day Friday.

Yeah. Yeah. Yeah. Fridays are, not, not possible.

Then fire it into the the channel, the intensive freelancing channel and copy school pro.

Okay.

Awesome.

Good.

Cool. Anybody else? Anybody wanna share any money wins for Naomi so she knows that there’s a lot of projects out there?

Looks like there’s some in chat.

I had my mind blown in chat. So yeah.

Nice. Yeah. Go through the chat, Naomi.

Definitely very, very possible.

Okay. We’ve still got some people on, but it sounds like we’re wrapping up. So, take the homework, run with it, come back on Friday, and let’s talk in greater detail so that next week, we can get going on really streamlining that standardized offer and selling it for ten k at least. Okay. Thanks, everyone. Have a good one. Bye.