Carol Bentley

How much do your customers or clients value you and what you do for them? Do they really appreciate all the trouble you take to deliver the best possible service or product?

I saw this letter, talking about the ‘Charlie the Plumber’ test, in an email sent through a Yahoo group I’m a member of. And although it is written to copywriters I think the essence of the letter and how you accept business is applicable to other companies, whether you are providing a service or a product.

It talks about choosing who you are prepared to do business with. Now I know a lot of business people believe they can’t be choosy about who they deal with; they need all the sales they can get!

The only way to get out of this situation is to make sure you position yourself - as Charlie has - as the ‘go to expert’ who is selective about who you will do business with; someone who doesn’t work with just anyone who might want to buy.

Here’s the letter, in it’s entirety, reprinted with permission from Doug D’Anna.

Dear Friend,

Last week, I was pitched three jobs by three different companies and I turned them all down. I don’t say this to be smug or arrogant; they simply didn’t pass my three-rule test.

And I can tell you this with all honesty, they weren’t right for you either, as I’ll explain in a moment.

So why did I turn down these three new assignments?

Because none of them passed my Charlie the Plumber test!

What, exactly, is my Charlie the Plumber test?

Frankly, it’s a simple test that every potential client I meet must past or I won’t work with that person. I named this test after none other than own plumber, whom I affectionately refer to as Charlie the Plumber.

Charlie, by the way, is a great guy who has been doing work for me for nearly 10 years. He’s an honest guy who charges an honest price for his work and whom I trust 100%. He never overcharges, never tries to sells you something you don’t need, and always bends over backward for me.

What I love most about Charlie (other than that he’s a big talker like me) is the fact that he not only treats me like royalty but also has come to a point in his life where he picks his clients.

You see, unlike most plumbers, who have full Yellow Page ads that scream discount, Charlie doesn’t advertise. He works by referral only, and he’s very choosy about whom he takes on.

As a client, I feel blessed that I have Charlie working for me!

Are Your Clients Lucky to Have You Working for Them?

If not, maybe it’s time to separate the wheat from the chaff. Because having clients who value you for your knowledge and your experience is where you want to be.

And if you don’t start picking your clients on that basis now, you could find yourself working with a demanding group of unappreciative people who see you only as a vendor at a price and not as the business builder that you are.

That’s why before you accept any new work, I highly suggest that you put your prospects through my Charlie the Plumber test.

My Three Rules for Picking Clients Who Will Pay You What You’re Worth

1. Got to Have Fun.

As I learned from Charlie, life’s too short to work with a bunch of demanding jerks. You want to work with people who love their work and love life. When you find these people, as I have, you’ll get up every day inspired to do your best to meet deadlines and exceed expectations, because you’re having too much of a good time to do otherwise.

2. Got to Make Money.

Let’s face it, copywriting is hard work. So there has to be an upside to bleeding all over the page. That upside in our society is known as money. Why bust your butt if the person only wants to pay you peanuts? No — you want to work with people who are fun and who will pay you what you are worth and then some.

3. Got to Be Appreciated.

Believe it or not, this is actually my first rule. I never work for people who are looking for just another copywriter. If the first question they ask is what do I charge, then it is clear to me that they are looking for another copywriter and not for the special something that I bring to the table.

Anyone who wants to hire me has to want me, Doug D’Anna, and have me working on his or her behalf. I say this not to be smug or arrogant, but only to drive home the point that you, too, are a unique individual worthy of the same appreciation.

When you think about it, why would you ever want to work for someone who doesn’t appreciate you?

My Fourth Rule

4. Got to Learn Something.

Over the years, I have found that only half of my successes came from me. The other half came directly from the fine group of publishers, product managers, and business owners that I worked with–individuals whose knowledge was superior to my own and whom I could learn from.

That’s why after a new client passes my first three hurdles, I always put them to this fourth and crucial test - especially when I have two or three projects to choose from at any one time.

You’ll be surprised to know that I’ve chosen projects with far less immediate financial potential, simply because I would be working with an A-list marketer who could take my skills to the next level.

This fourth rule has not only allowed me to work with the top direct marketing talent in the country but also has resulted in much greater financial success as well.

Please Make Them Your Rules Too

When I started the A-list in 2007, I did it with one goal in mind: to bring you the NO BS, wealth-creating copywriting knowledge and marketing strategies you’ve been looking for.

Specifically, the knowledge to create more powerful, effective, and lucrative advertisements, e-mails, and Web pages that could multiply your income exponentially - and without spending a dime.

These rules have worked for me. That’s why I want you to make them your rules as well. I guarantee that if you follow them, you’ll find yourself working with people who not only value and appreciate your knowledge and talent but just as important - pay you for it.

All good wishes for a successful and healthy 2008,

Doug D’Anna

PS If you haven’t yet joined the A-list, go to http://www.dougdanna.com/joinmyalist.html and you’ll receive my best ideas on building your business in 2008 without a bunch of sales pitches or spam.

Doug has also generously offered a free copy of his 7 Proven Profit Triggers for Email Copywriters

Remember, you can position yourself or your company so you can be selective about who you work with. Simply demonstrate your expertise in articles, reports, presentations, audio programmes - oh, and of course - books.

And when you do refuse to do business with someone, for whatever reason, remember it can be done courteously.  And if you can point them in the direction of a company that is a better fit for them, then they are still going to feel happy about their relationship with you.

~ Carol Bentley

technorati tags: business tips marketing Doug D’Anna

Date: Thursday, January 10th, 2008 at 10:10 am | Category: Business Tips, Marketing | RSS Feed: RSS 2.0 feed.
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