How To Define Your “Bat Signal Talent”

by Kevin

in Consulting,Copywriting,Freelancing

What would you say is your #1 skill?

I call this your Bat Signal Talent because it’s the ONE problem your best clients would call on you to solve in their most desperate hour.

It’s not the only thing you do, but it’s the one thing you do best. And usually the thing you enjoy doing the most.

If you’re a consultant, coach or freelancer, failing to define your Bat Signal Talent puts your business in serious peril.

It means that you are in danger of being ignored, overlooked or quickly forgotten even when you do good work.

Rule #1: Never let your clients and colleagues think of you as a “general” service provider.

That means they see you as a vendor and not an expert. And that is the freelancer’s kiss of death.

“Vendors” scratch and claw for jobs on places like Elance and Fiverr, while “Experts” pick and choose the best clients to fill their highly coveted dance card.

Now, if you’ve read this far and can’t already picture a situation when your colleagues or clients would “Bat Signal” you… let’s fix that now.

3 Steps to Discovering Your Bat Signal Talent

First… make a list the broad services you provide.

For instance, I’m a direct response copywriter. That covers a lot of territory. So I would list all the stuff I’m hired to write like, sales pages, video sales letters, email copy, website copy, optin squeeze pages, and on and on.

But the one thing I am best known for is creating killer sales hooks and orchestrating high-converting affiliate launches for info-marketers.

So, when a colleague or client (or a friend of theirs) has a launch coming up and their pre-launch test results are subpar because there are holes in their funnel or their copy is off the mark.

… that’s when my “bat signal” appears like a beacon in the night sky.

The #1 reason sales campaigns come up limp is because the hook is weak.

My best clients and colleagues know I can swoop in and write them a better hook in no time. And once they fix the hook, the rest of the campaign sparks to life and conversions are back on track.

Usually an hour on the phone is all it takes. And if I charge $2,000 for the consult, it’s an hour well spent for me… and a “life saver” for them to turn their big six or seven figure launch around.

Sure, the “extra money” is nice. (I am not the most expensive guy in the market, btw. Some copywriters charge twice as much for an hour of their time.)

But the greater value is that it keeps my name fresh on the minds of serious players in the industry. If I can fix their slumping funnel in an hour, why wouldn’t they come to me to create their next one from scratch?

Yes… I know that not every industry lends itself to high dollar fixes to high stakes problems they way mine does. If you are known as a color-matching wizard in the design world, the stakes are a little less high than with a major affiliate-driven product launch.

However, I can promise that by not defining your bat signal talent you are leaving “easy money” on the table.

AND when you discover and promote your bat signal talent, you will enter into the well-paid superhero role for your clients… and more qualified prospects will flow naturally into your business

… no matter what you do.

So let’s do a short exercise to come up with your Bat Signal Talent so you can become known as the “go-to” expert to solve this problem in your niche.

Again…

Step 1: List the broad services you provide.

These are the 5-10 or more things that you would list in a typical job proposal.

Step 2: Identify the specific services you help clients with the most.

These are the 3-5 things that just about every client wants in their package, and the things that you get the most “wow” effect when you deliver it.

Step 3: Choose the one thing you do best and love the most. This is your Bat Signal Talent.

Now that you’ve identified your BST, start to think about ways you could begin to teach others how to use your skill.

Could you write a free report to dazzle people with your special talent? Or make a short video presentation on your laptop?

That’s all it takes to begin defining your Bat Signal Talent and open up a new world of possibilities (and sweet 4-figure an hour consults) for your business.

It’s exactly what I did with the The 60-Second Sales Hook, and the affect on my business has been staggering.

YOU have a Bat Signal Talent hiding in your business right now. Are you shining it as brightly as you could?

 

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{ 7 comments }

Nick Brighton April 10, 2014 at 9:24 pm

Hey Kevin, I signed up for this and can’t wait.

I am, however, struggling to pinpoint my “Bat Signal.” Since I began my copywriting career over 6 years ago, I have barely had to prospect, propose or advertise. More recently, in the past 3 years, I’ve had a steady stream of work from repeat clients and new referrals, and new clients tell me that I’m spoken highly of in their circles.

I know how to sell, that’s for sure.

I also know how to deliver a great client experience.

My main work is DR sales letters and video scripts, for the IM crowd. Products I sell for clients are mainly software these days.

I also create JV pages, email swipes, banners as part of the package.

But that’s not a hook. It’s not a Bat Signal.

I enjoy creating hooks, using metaphors and facts and figures in my sales arguments, and I have a strong Calton-esque tonality in my copy.

I just need to nail my “thing” somehow!

Keep rocking this blog and the awesome value my man. Just like the cherry on the cake, or the biggest present under the Christmas tree, I save your emails to open last, because it gives me something to look forward to (and gets my full attention!)

Kevin April 11, 2014 at 11:54 am

Nick, thanks for that compliment, my man.

I’m excited to have you on the training because you are someone who can get the FULL value of it. You and I work in similar circles and leadflow can come easy when you hit your stride.

But it’s also easy to get blindsided by a drought, or to hit your price ceiling early, when you don’t have an open channel to the larger pool of prospects.

I’ve seen a lot more top marketers looking to hire copywriters full time now. They need lots of writing done and they don’t want to go hunting for a quality writer every time, only to find the best ones are booked months out.

I’m sure in 10 minutes we can find your “thing” and come up with great ideas for how to design your bat signal.

Start brainstorming the times when your clients say “wow” over your deliverables. Think about your #1 “superpower” or as Benson calls it ironically, his “stupid human trick” that allows him to come up with killer product titles and sales hooks on the spot.

Maybe yours is email subject lines… or calls to action… or value building… or new ways of presenting risk-reversal. Any of these would be perfect “gateway drugs” to the bigger menu available to the best prospects.

But how fun would it be to get paid 4-figs to riff on any one of these with a client?

A lot of fun, I can tell you :-)

Kevin

Nick Brighton April 15, 2014 at 8:57 pm

Thanks Kevin, great stuff. I was just thinking about some of my previous work where my client shifted big units and took the time to compliment me on the copy… and I seem to recall controversy being used to good effect.

I like positioning problems in compelling ways. I love making the solid argument and case for the solution. That’s where I get the buzz. I often use controversy to “animate” and dramatize people’s problems… and entertain them at the same time.

That’s one angle that sticks out to me right now.

I’ll think on :)

Daniel Z. Chohfi April 11, 2014 at 11:14 am

Kevin, you rock!!!

Kevin April 11, 2014 at 11:54 am

As do you, Daniel.

Sarah Jordan April 11, 2014 at 7:18 pm

Great tips, Kevin! Last year I discovered that my Bat Signal talent was helping other people become hoop dance teachers for kids.

Dana Houser April 12, 2014 at 1:41 pm

Hey Kevin,

Very much looking forward to this. I’m fine tuning my KLT/60 Second Sales Hook now and just getting started on building my copywriting/marketing business so I think this will help me ‘define’ myself and be a little boost coming out of the gate.

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