SESSION 1The Professional Services Opportunity

From our talk today, you already have a good running start on understanding just how massive the professional services opportunity is.

But in Session 1 Michael goes much deeper.

You’ll learn…

• dozens more reasons professional service providers are so ideal for new copywriters…

• how to target the best clients in your chosen niche…

• more details on what to look for in a professional service firm…

• how to become their “communications specialist”…

• how to use your inexperience to your advantage…

• how YOU as a copywriter are a professional service provider too — and how everything you’ll learn here will help you grow your freelance business as well…

• and more…

SESSION 2Positioning Yourself, Building Trust,
Attracting Clients

With a solid understanding of the professional service providers market, it’s time to start building your business by narrowing your focus… finding those few “niches within the niches” that are ideal for you… and creating an avatar of your perfect client.

You’ll learn…

• how to “zero in” on the best niche industry and specialty based on your strengths, interests, and experience…

• how to overcome your fear of calling yourself an “expert” and why your clients already need you more than you think…

• how to write an effective bio specifically as a copywriter specializing in the professional service provider niche…

• the No. 1 trait successful professional service provider writers have… as well as the three mistakes “non-expert” writers make — and how to avoid them…

• how to get and use testimonials — even if you haven’t written for anyone yet…

• how to overcome the “lack of clients/experience” trap…

• and more…

SESSION 3Creating Profitable
“Copy Packages” and How to Price Them

Your core offering will be that all-important income-generating monthly e-newsletter.

And in this comprehensive program, Michael will show you all the ways to make it crystal clear to prospective clients why a monthly e-newsletter is the ideal marketing tool for any professional service provider, what to charge, and more.

But you’ll also be asked to write other projects…

And many new writers are confused about what to offer, when, and how much to charge.

Should you charge per project? Per hour? A combination of both?

Should you price low at first or does that impact your credibility? When should you raise prices?

Session 3 is all about answering these questions and more — and coming away with a new appreciation of just how valuable your services are as a writer.

Some of what you’ll discover:

• Why charging by the hour isn’t good for you or your clients — and what to do instead…

• How to make sure you’re being paid for the value you offer…

• How, when, and in what situations you should raise your fees — and when you should not…

• The No. 1 “guarantee” to offer all your writing clients…

• The power of “slightly uncomfortable” fees…

• How to — and why you should — develop “named and repeatable” copy offerings…

• And more…

SESSION 4Attracting (and Managing)
Professional Services Firms as Clients

Good clients are at the heart of any successful freelance writing business…

Which is why Session 4 alone can forever change your trajectory as an independent contractor.

Because as well known as he is for working with and writing for professional service providers, Michael is a master at attracting clients… effortlessly.

In fact, he’s so good at it, he has an entire proprietary method he shares — at a premium cost — to a handful of freelancers.

But as an owner of How to Write for Professional Service Providers — you get the benefit of that knowledge here!

You’ll learn…

• how to create niche-specific “perfect client” profiles…

• how to “sell” your services without hard selling…

• the one client acquisition strategy you should use FIRST (it may be the only one you need!)…

• what you can offer beyond writing that will “seal the deal” with virtually every client you approach…

• four ways to spot “problem clients” before you take them on…

• why you should avoid “huge” clients…

• how to structure and propose a simple “writer/client” agreement…

• the power of thank-you notes — and how (and when) to use them…

• the best way to kick off every new client relationship to ensure a long and smooth relationship…

• how to tactfully deal with slow-responding clients…

• and more…

SESSION 5— Creating E-Newsletters —
Part 1: Getting Started

Now it’s time to master the one writing skill that will deliver the regular monthly payouts all freelance writers want — and open the doors to countless others.

To write a great e-newsletter for your client, you need to have a solid understanding of the purpose they serve… and the goals they need to achieve.

After more than two decades of creating, planning, brainstorming, writing, and analyzing professional service e-newsletters — Michael knows all there is to know…

And he shares everything here with you.

You’ll learn…

• the “three parts” to every e-newsletter you need to know…

• six secret traits of a successful e-newsletter…

• the many ways an e-newsletter will help your client grow their business (and how to make sure they know them!)…

• Michael’s very own “E-Newsletter Action Plan” for keeping track of all the moving parts involved with creating an effective e-newsletter…

• and more…

SESSION 6— Creating E-Newsletters —
Part 2: Developing Content

Michael’s “deep dive” into e-newsletters continues with a much closer look at how to plan, structure, and write the PERFECT client e-newsletter.

You’ll learn…

• Michael’s “Two Hippos” formula for creating great, engaging, niche-specific e-newsletter content…

• how to identify and leverage your client’s unique area of expertise within their market…

• how to match the content of your client’s e-newsletter to their business so readers keep them “top of mind” when it comes to your client’s services…

• how to define and match your “tone” to your e-newsletter’s ideal target audience…

• how to find the “ideal voice” for your e-newsletter so it’s clear, consistent, and authentic…

• the power of stories and metaphors and how to use them effectively when writing professional service provider e-newsletters (with multiple examples)…

• how to brainstorm with your client so you get the best content ideas in the shortest time possible…

• and more…

SESSION 7— Creating E-Newsletters —
Part 3: Format, Delivery, Logistics

A successful e-newsletter is all about the details — name, length, design, layout… even the font and type size.

Session 7 is a crash course in all of that.

Plus, want to provide even greater value to your client and make even more money as an e-newsletter specialist?

The best way is to take ALL the onus off your client and handle every aspect of the e-newsletter process — from planning and writing — to format and delivery.

And the good news is — once you learn it, doing it over and over again for clients is a snap!

Of course, you don’t have to offer this service, but if you’d like to, Michael gives you everything you need to know in this “advanced” lesson.

You’ll learn…

• how long your e-newsletter should be — including the ideal length for your main article…

• why your e-newsletters should never be “too long” — and how to avoid “overwriting”…

• tips for creating the “perfect name” for your client’s e-newsletter and why — in addition to the main title — your email should have a subheading…

• the best (and simplest) way to handle the design of your e-newsletter — and why you shouldn’t leave it up to the client…

• six crucial tips for “laying out” your e-newsletter so it’s clean-looking and easy to read…

• how often to publish an e-newsletter and why it’s crucial that your client pick a publication day and stick to it…

• and more…

SESSION 8The “Business Side” of
Your Professional Service Provider Writing Business

Another often overlooked aspect of being a freelance writer is the fact you’re running a real business!

And because you’re a writer in this niche working shoulder-to-shoulder with other professionals, Michael wants to make sure YOU come across as a polished professional as well…

Which is why he’s created an entire learning session focused on making sure all aspects of your freelance writing business run like a well-oiled machine.

You’ll learn…

• why you, as an e-newsletter expert, should have your own e-newsletter you can send prospective clients…

• how to look like a pro in all your dealings with professional service provider clients…

• the “two fees” you can charge clients — the “monthly fee” to create the e-newsletter each month (that adds up over time…) plus the one-time $4,000 to $10,000 “Building the Machine” fee professional service providers expect to pay for initial meetings, planning, setup, work, design shell, etc. — all explained!

• how to offer “coaching and editing” for those times your client actually wants to write an e-newsletter…

• how to “showcase and promote your writing business” in every e-newsletter you write…

• how to tap into your own team of professionals — designers, tech, and email vendors — so you can focus on writing… offer greater value to your clients… and earn even more fees…

• and more…

SESSION 9— Beyond E-Newsletters —
How to “Proactively” Boost Your Income with Writing Projects Your Clients Will Need

I hope we made it very clear today…

E-newsletters are just ONE of the projects you can write for the massive professional service provider niche!

Michael focuses on e-newsletters and wants you to learn them FIRST because they provide you with the steady monthly paycheck everyone needs.

But because e-newsletters have you meeting with clients every month — they’re the ideal “door opener” to endless writing and consulting opportunities!

In this inspiring session you’ll learn…

• Michael’s “write once, publish often” technique for repurposing content you’ve already written to make even more money… without having to learn any new skills!

• how to price all this extra content as a “value-added” bundle to your e-newsletter fee…

• how to make it clear to your client you’re “open for business” when it comes to all their copywriting needs…

• why offering services “beyond” e-newsletters solidifies the writer-client relationship and makes it virtually impossible for clients to leave you…

• and more…

SESSION 10— Final Thoughts —
What Really Matters for Success

Okay, so you’ve just learned a ton…

Everything from a deep-dive look at the monstrous and lucrative professional service provider sector…

To finding your “niche within a niche”…

To getting known as a writer… landing clients… learning to write e-newsletters… all the ways to leverage that content and make even more money as a writer… and so much more.

Could there be a better way to wrap up this fun yet intensive learning experience than an inspiring video “send-off” where Michael drives home the “5 Greatest Secrets Learned” writing for the professional services space after more than two decades?

Of course there is!