One Of My Favorite (High-Paying)
Web-Writing Projects
By Roy Furr

Today I'm going to tell you about one of my favorite web-writing projects to do for clients. This ranks among my favorites for a few reasons:

• It's a proven model I know works and that can generate maximum conversions and sales with less traffic. Leave a client to their own devices, they're going to attempt to pay you the least amount of fees possible by recommending the smallest project possible, even if it means poor results. This system flips that on its head, gets them better results by providing a proven template, and lets you charge a higher fee for doing so.
• It's almost as easy to write multiple pieces of copy for a client as it is to write a single piece of copy. You gain efficiency when you're writing multiple pieces of copy that build on, stem from, and are adaptations of each other.
• It can be customized for almost any client in almost any industry. I do most of my work with publishers and event promoters, and it definitely works for them. I've also implemented this in the high-tech field, including for web hosting and computer training customers. And, I've seen it done in dozens of different industries with similar success. (The implementation may change, but the deep structure is what gives this so much power.)

So, let's get down to the nitty-gritty …

The "Seduction Marketing" Online Selling System

I've written off-and-on about a process I call Seduction Marketing.

Simply put, Seduction Marketing is a proven process for guiding a prospect from the point where they have no knowledge of your offer, and holding their hand all the way up through the point where they make a purchase.

It's a low-resistance system that:

• Grabs the attention of qualified prospects
• Makes them raise their hands and show interest in an easy, non-committal way
• Builds trust and desire through educating while persuading
• And finally, spurs action and gets them to pull out their wallet and pay you money

Here are the components of a Seduction Marketing system:

• Traffic generators, such as Pay-Per-Click (PPC) ads, banner ads, articles, emails, etc.
• A compelling landing page with a free information offer, to get people to opt-in and give you permission to follow-up with them in exchange for the information you're giving away
• The free information itself, for example, a special report, trial software, online video, etc.
• A series of sequential autoresponders to build engagement and drive readers to the sales letter
• The online sales letter or conversion page

It's a simple enough system, and remarkably effective. All you have to do is build on this blueprint, and implement.

Three Specific Examples

I'll show you three specific examples of how to apply this in very different situations, to get your juices flowing. It will also ensure you understand the basic model so you can begin offering it to your clients.

We'll start knowing only the client type, product, and the traffic source to be used to attract prospects. Then, I'll break down quickly what a Seduction Marketing system may look like based on those parameters.

CLIENT: Software maker

PRODUCT: Software for making useful graphics for business presentations and documents

TRAFFIC SOURCE: Pay-Per-Click (PPC) Ads

There will be two core pieces to this project. First, the online sales letter to sell the product itself. Second will be a short video about something you can do with the software (multiple topics are possible). One example might be "There are three specific graphics that can give your PowerPoint presentations more power, and two can be done best using our software." The video will come free with a 30-day trial of the software, and of course, you'll need to write the script for the video.

In addition to creating these two core pieces, you'll also create 3 PPC ads and 3 banner ads teasing the free video. Plus, you'll create a landing page with the message, "Download a 30-day, no-cost trial of our software, and get this free video to learn XYZ … just sign up here." And finally, you'll create a series of five autoresponder emails reinforcing what was taught in the video and driving the prospect to the sales letter.

CLIENT: Car repair shop

PRODUCT: Preventative ongoing maintenance services

TRAFFIC SOURCE: Postcard campaign

Again, there are two core pieces to this project. One is an online sales letter to get the prospect to come in and have a complete diagnostic check run on their car, and receive a customized preventative maintenance schedule based on their car's current condition (with a coupon to bring in to get a special rate on this service). The second is the information piece, which could be a printed report telling the horrors of not doing preventative maintenance on your car, and three generalized preventative maintenance schedules for 1) average drivers, 2) people who 'abuse' their cars by pushing them hard on a regular basis, and 3) for cars that are used infrequently.

On top of the core pieces, you'll create three postcards which can be tested and/or used in rotation to drive prospects to a website where they can request the special report. There will also be the separate website created for the car repair shop that specifically offers the report. And finally, there will be a series of autoresponder emails to reinforce both the benefits and horrors involved with doing/not doing preventative maintenance, and to drive the customer to the online sales letter.

CLIENT: Business consultant

PRODUCT: Seminar on how to more effectively grow your business

TRAFFIC SOURCE: Internal email list

Again, two core pieces — the sales letter and the information piece. The sales letter tells about and makes the offer for attending the seminar. The information piece should be either a Webinar or Teleseminar conducted by the business consultant, covering topics that will be expanded upon at the live seminar. Part of your fee will be to provide guidance on how to organize the topics for maximum sales impact, either scripting it directly or at least providing an outline including opening and closing remarks.

The additional pieces in this plan include a number of emails to go to the internal email list of this consultant, offering the Webinar or Teleseminar. These emails direct readers to an opt-in page teasing the information to be discussed, and asking for the name and email address of the reader in order to capture their information again for follow-up. Then, follow-up the Webinar or Teleseminar with a series of five autoresponder emails reinforcing the value of the content, telling about the additional information to be covered at the seminar, and directing readers to visit the online sales letter.

See? These are simple enough. You just go through the system, adapting each step to the specific needs of the business, product, and medium through which you'll be reaching target customers.

Here's How You Land This Project

Your client says, "I need a sales letter for product XYZ."

You say, "Is that what you really need? What are your goals? How will you be selling this?"

They say, "Well, I was going to start advertising it with Google AdWords."

You reply, "Well, let me tell you about one particularly effective system for doing that … "

Then you proceed to break down exactly how you'd apply this system to solve their particular sales challenge. Think of yourself as a doctor prescribing what your client needs. They may come to you thinking they have a specific ailment, with a specific cure.

It's your job to redirect that and show them what will get them the results they want — even if it's completely contrary to what they thought they needed when they came to you.

The Money Question

"How much should I charge for this?" Good question.

First, I'd say the price you charge depends on your confidence in recommending it without flinching, hesitating, or stammering — including, and most importantly, when you mention how much your fee is.

Second, you have to look at what you think the client can afford. (Of course, it's not a bad thing to be out of the price range of some — if not many — clients, as long as you have enough who can and will pay your fees and for whom you can provide superior value.)

Those things considered, I'll give you a rough outline for how I think about it, based on a fairly generic Seduction Marketing project.

• 4-8 page online sales letter, $2,500 based on roughly 40 hours billable work at $62.50 per hour
• 3 text PPC ads plus copy for 3 banner ads (traffic generators), $187.50 based on 30 minutes billable work each or 3 hours total
• Opt-in landing page, $250 based on 4 hours billable work
• Special report, $1,250 based on 20 billable hours
• 5-part autoresponder series, $625 based on 10 hours work

Adding this all up, $2,500 for the sales letter, plus $187.50 for the traffic generators, plus $250 for the opt-in landing page, plus $1,250 for the special report, plus $625 for the autoresponder series …

Your total fee for this project is $4,812.50 — almost double your standard sales-letter fee!

And, the reality is, you'll gain efficiency doing these together, so it's likely your time commitment will only increase by 25-50% or so versus doing the one sales letter. Plus, the client will benefit from having the complete, coordinated system delivered on a silver platter.

While the numbers may be different for each person depending on your base fees, the math holds up across the board. (For example, my fees are higher than this example.) And, you can quickly see how it adds up to much greater project fees.