Nicolas Cole says prospects asking for case studies usually haven't understood their problem yet or are asking because they think they should. His move: explain ghostwriting is confidential, say you've worked with similar clients, then ask what they actually need to know.
When a client asks you, okay, yeah, yeah, but do you have a portfolio I can look at? Yeah, yeah, do you have case studies I can look at? Do you have any testimonials? They aren't actually asking that because they need it. They're asking that because either A, you haven't sufficiently educated them on the problem and so they're not really sure, so they're looking for other markers of quote-unquote credibility, and B, they're asking that because that's what everyone thinks they need to ask for. They're not asking it because they actually need it. They're asking it because they think they should ask for it. And every single time when someone would ask me, do you have any case studies? Do you have any testimonials, every single time I said the same thing. I said, "As a ghostwriter, the work that I do with clients is confidential, so I'm not at liberty to share who I work with," which was true. "However, I can tell you that I've worked with people just like you, and if you have any specific questions on the service or how this works for you, I'm happy to answer them."
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
