Qualifying Prospects With the MAD-FU Formula
I do not troll for clients; I cherry pick. I am highly selective in who I work with. I do not do critiques, consultations, or advice for free. I do help clients define exactly what they need in a brief free phone call. I then send them an estimate stating the work they want done, the cost, and the timing.
Denny's approach works for him as he has been doing it for years and is enormously successful. He says it only takes three minutes to scan an effort and come up with a couple of helpful comments.
This doesn't work for me. I have a full client roster and a large list of active projects, all with deadlines. I cannot interrupt my work on the copy I am writing for a paying client to do a free copy review for a nonpaying client in the hopes they will hire me.
I advise you not to give free reviews or advice to everyone who asks you either, until you qualify each one using the MAD FU formula.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.