Freelance Technique: Getting to the Meat of the Project

A number of years ago, I was hired by an association to rework their website. Turned out, the job was a bit bigger than just the website content. A bit more about that in a minute.

The client wanted a rewrite of their existing content, so I went to the site. I read through four pages. That’s when I realized the job was much more than just content.

Nowhere on those four pages — or anywhere — was there anything to tell the reader what they offered. That means one other thing was missing:

Why anyone should care.

We all do it, don’t we? Look at your own sales copy, your website. How much of it is “I did this” or “My background includes” kinds of references to yourself and your accomplishments?

For freelancers and for clients alike, it could be the difference between a thriving business and a struggling one.

That’s where my client found themselves. And it’s where a little detective work is needed.

I asked for their previous sales content. Maybe there was a clue there somewhere.

Alas, nothing. And this is a thriving association. However, they were used to meeting their members one-on-one and growing that way. That didn’t translate to their website.

So I asked for a conference call. I wanted to talk with not just the contact person, but the directors of each region, who were also members.

They set up the call, and a week later, I was listening to five minutes of glowing praise for how great they believed their organization to be.  I asked one question that everyone would answer individually:

What do you get out of being a member of this association?

Each one took turns telling me how it benefitted them. The answers were varied, and each person’s response inspired another benefit in the next person. Soon, the conversation was all about what members got out of being members.

From that conversation, the new website content was born. And they loved it. Why wouldn’t they? Their own words were the genesis of it.

But what if they hadn’t all been members of the same association? What if it’s a client who thinks it’s imperative that every would-be customer knows how long they’ve been in business and who started the company?

Give them the same question. Only now it’s going to be more like:

If you were buying from your company, what is it about your company that would make you buy?

You’ll still get the “Well, we’ve been at this for nearly five decades…” response. But you can counter with

Aside from that, why do you need this product/service?

Don’t accept “Because we’re the oldest/most experienced company.” To that, I answer: “And?”

Some questions to ask to get them to the benefits:

1. How does this product/service benefit the buyer?
2. What makes them buy it from you instead of a competitor?
3. Why do YOU like this product/service?
4. Who is your ideal buyer, and what are they looking for?

[bctt tweet=”#Freelancewriting clients can be coached into helping you knock that project out of the park.” username=”LoriWidmer”]

There will be the rare client who doesn’t know the answer to any of those questions. I know. I had one once. It was a client who also told me he wasn’t looking to grow his business or attract customers. What do you do with that info?

Nothing. Turns out you do nothing with it.

Not all will be like that client. Most will be able to tell you even the most basic benefits their customers will get from their product or service.

Once you get to the meat of the project — the benefits for the buyer — the rest is much, much easier.

Writers, how do you get the info you need from clients?
Have you ever had to educate a client on what benefits their product/service brings?