Have you ever been lost in a maze?
It happens to lots of people in American corn mazes in Autumn. They get lost in paths among cornstalks, looking for a way out to freedom.
That’s how I felt reading Nancy Harhut’s Using Behavioral Science in Marketing book. It’s easy to get lost in her cornucopia of ideas looking for a path to financial freedom as a freelance copywriter.
But I found more than one path I could follow.
Blending techniques in Nancy’s book with legendary adman Eugene Schwartz’s levels of consumer awareness, I uncovered five behavioral science power-pair combinations for marketing your business.
Let’s explore them. But first…
Why Prospects Don’t Hire You
When good prospects don’t hire you, it’s generally for one of these reasons:
1. They think they don’t need freelance services because they’ve got it covered in-house.
These are Schwartz’s Unaware prospects. They believe they can always handle their workload and don’t see a need for outside help.
2. They have a need, but because of bad freelancer experiences, don’t believe in it.
These are Schwartz’s Problem-Aware prospects. They’re overloaded with copywriting demands, but think freelancing is not the solution.
3. They use freelancers, but don’t see any reason to hire someone new.
These are Schwartz’s Solution-Aware prospects. They’re unwilling to gamble on an unknown when results are decent with their current freelancers.
4. They know about you, but aren’t yet convinced to hire you.
These are Schwartz’s Product-Aware prospects. They’ve heard you’re good, but doubt your knowledge of their industry or ability to handle the project.
5. They believe you’re a good value but feel no urgency to hire now.
These are Schwartz’s Most Aware prospects. They say they want you but are dragging their feet and need a nudge.
What’s a freelance copywriter to do?
Behavioral Marketing Combos for Getting Hired
Strategically pairing behavioral science techniques with prospect levels of awareness can help you get the right message to the right people at the right time… and win business. Here are some suggestions:
1. For UNAWARE Prospects…
Loss Aversion — People are more motivated to avoid a loss than achieve a gain of equal value.
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Availability Bias — People judge the likelihood of events based on how easily they can think of examples.
So when you write to unaware prospects, use a relatable analogy, like that it always rains when you forget your umbrella, to remind prospects that unforeseen things happen. Staff could become unavailable due to an emergency right before a critical deadline. Help prospects realize they should have a backup plan.
- Share a case study of a business that thought they were covered until a last-minute crisis happened and you became their “emergency umbrella.”
- Offer “Emergency Copywriting Services” to position yourself as a reliable solution in unexpected situations.
2. For PROBLEM-AWARE Prospects…
Reciprocity — People feel obligated to return a favor.
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Framing — People react not only to what information you present, but also how.
Shift your prospects’ focus away from past experiences. Show them you are different. Offer no-obligation meaningful resources that present you as a reliable, results-oriented provider of value and to trigger the desire to reciprocate.
- Offer a content audit, SEO guide, or other valuable resource. Continue providing value with relevant insights via no-pressure emails.
- Share testimonials about common concerns with using freelancers to showcase how your style produces positive outcomes.
3. For SOLUTION-AWARE Prospects…
Storytelling — People engage with stories emotionally, making them more receptive even when not ready to buy.
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Social Proof — People are more open when they see other similar people using your solution successfully.
These prospects need a subtle introduction to your unique value and how you might spark opportunities they hadn’t thought of. An engaging story of unexpected success from your service can deliver credibility, and new business.
- Create a blog or video series showing how you solve relatable business problems in unique ways.
- Regularly solicit LinkedIn recommendations. Assist recommenders by reminding them of your shared success story.
4. For PRODUCT-AWARE Prospects…
Authority — People trust you more if they believe you’re an authority.
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Scarcity — People fear they’ll miss out on something special if they don’t invest now.
Help these prospects believe you’re a go-to copywriter. One they’d better grab now because you might not be available later. Position yourself as one-of-a-kind in the market, in the know, and in demand.
- Publish cutting-edge insights in white papers. Speak at industry events or on podcasts. If you seem ubiquitous, people assume you’re in demand and good at what you do.
- Offer a limited-time “exclusive” services package designed just for your prospect and available only from you.
5. For MOST AWARE Prospects…
Endowment Effect — People value what they already own and hate to give it up.
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Consistency Bias — People want to stay consistent with things they’ve previously said or done.
This combination eases prospects into buying mode regardless of why they’re dragging their feet. Accepting your free offer creates a sense of ownership and signals their agreement that you provide value. They’ll likely agree to it when you suggest a small next step so they’re consistent with that public declaration.
- Offer a free site audit or exclusive tips guide to inspire “ownership” of the resulting insights. Then suggest a discovery call about implementing the ideas.
- Offer a personalized strategy session where you suggest an action step or two for immediate benefits. Then request more information for a detailed proposal.
Implementing Your Marketing Combo
If this cliff-notes version of Nancy Harhut’s Using Behavioral Science in Marketing still feels overwhelming, take it step by step:
- Identify one prospect you want to write for.
- Determine their level of awareness.
- Apply a behavioral science-guided marketing strategy from this article.
- See how it goes and adjust as needed.
To explore other behavioral marketing power pairs, or trailblazing trios, venture into Nancy’s book. It’s a maze worth wandering around in.
