Let’s talk about that first call with a prospective copywriting client—the one that can make you feel like you’re auditioning for the lead role in Imposter Syndrome: The Musical.
We’ve all been there.
But instead of letting the nerves take over, what if you could turn that initial conversation into your best-converting call yet? You absolutely can!
The secret sauce? A blend of process, preparation, and practice—with a dash of discovery call template magic.
Discovery calls (and how to nail them) are a hot topic in Confident Copywriting (my coaching group), so I’m pulling back the curtain to share some of that goodness with you.
Let’s dive in.
1. The magic of practise
I’m going to start with a reminder that getting better at something starts with being a bit rubbish at it. This guide to discovery calls is your launchpad, but give yourself the grace to improve. And practice!
Host an imaginary call by yourself, then practice with someone else. If that feels cringe, ask yourself which is worse… an awkward practice with a copywriting buddy or no clients.
Okay, let’s get into it for real.
2. Preparation is everything
Going into a discovery call unprepared is like showing up to a marathon in a pair of thongs. Nobody needs that kind of stress!
Before the call, gather as much information as possible:
- Find out the project. Understanding the scope of work gives you a head start on steering the conversation.
- Get clarity on their budget. Ask this on your contact form and give them a few ranges to choose from. Clients often don’t know their budget until they see a number, and ranges help as well some all-important price anchoring.
- Understand timeline urgency. Knowing if they need it “yesterday” will help you manage expectations and set the stage for pricing.
- Do some company research. Check out their business online to get some context and spot any obvious gaps you can fill.
- Do some personal research. Especially if you’re working with a solopreneur. Look for things you might have in common that will boost your rapport! Dogs? Books? Medieval reenactments?
This discovery call prep means you’re not just another copywriting freelancer; you’re a pro who’s already a few steps ahead.
3. Use a discovery call template
Rather than winging it and letting the stress sweat take over (because we’ve all been there), create and use a discovery call template. This structured approach ensures you cover all the bases while staying cool, calm, and collected.
Your discovery call template should guide you through key questions like:
- Tell me about the project you have in mind.
- What problem are you hoping the copy will solve?
- Have you done this kind of campaign before?
- What does success look like?
- What kind of existing marketing do you already have?
- When do you need it by?
- Have you worked with other copywriters before?
- How did you find me?
These questions aren’t just conversation fillers—they’re designed to dig deep into the client’s needs and expectations.
But here’s the kicker: the key is to ask and then listen. Like, really listen. Your client’s answers will give you everything you need to tailor your proposal and prove you’re the right copywriter for the job.
4. Manage the flow of the call
The best client discovery calls have a rhythm—ask, listen, explain, repeat.
Don’t rush through your discovery call template like you’re trying to get off the call because you’re busting for the loo. Pause, breathe, and let the client ask questions.
And don’t be afraid of a little silence; it often encourages the client to share more, which is pure gold for you.
Once you’ve asked your discovery questions, transition into explaining how you can specifically help them (your services) and how you work (your process).
A transition I suggest to copywriters in my Confident Copywriting group is:
“Okay, it sounds like you need copy that will [OBJECTIVES] because [SOLVING PROBLEM] is really important to you. For this to be a success you need [DREAM SCENARIO].”
“Does that sound right?”
“Now, I’d love to give you a feel for how I work.”
Showcase examples of similar projects and industries that align with their project and highlight the outcomes they can expect when they work with you. Because let’s be real—they’re not just hiring you for copy, they’re hiring you for results.
5. Impress with extras
During the call, drop something memorable—an article relevant to their industry, a quick tip they could implement regardless of hiring you, or a small piece of advice. This little value bomb will boost the know-like-and-trust factor while they mull over their options.
6. Don’t give away the farm
Your brain will be popping with ideas, and it’s tempting to start solving all their problems right on the call to prove your value. But hold your horses. Instead, focus on showing that you understand their problem and that you can solve it—without actually solving it for free.
The goal is to build trust and position yourself as the expert they need, not to deliver a free strategy session.
7. Start a break then follow up
After your discovery call is done, take a break! You’ve undoubtedly got a lot of pent-up energy, and a quick walk around the block will help you loosen up. Make some notes about how the call went and update your discovery call template with any ideas or improvements.
Then, write your follow-up email to reinforce your points, clarify any lingering questions, and give the client a clear next step. It’s also an opportunity to reiterate your interest in working with them and to highlight any additional value you can bring to the table.
Go get em, copywriter.
Remember, any new practice will feel a little awkward at first, which is where that discovery call template comes in handy. But the more you practice, the better—and more relaxed—you’ll get.
One final reframe
Getting on a discovery call isn’t “pushing your services” onto a potential copywriting client. Instead, it’s your golden opportunity to uncover their needs, ask all the right questions, and figure out if—and how—you can help them.
When you understand how you can help them, tell them how you can help them.
This isn’t sleazy selling. This isn’t being pushy. This is part of your job.
And if you’re still feeling a bit squirmy about the idea, think about it from your own experience. When you’re looking for someone to solve a problem—whether it’s offloading some admin tasks, getting a killer website design, or just finding a tech guru to stop you screaming into the void—don’t you want to know if they can actually help you? Of course, you do!
It’s maddening when they dance around the solution you need.
So, don’t be that person. That potential client is on the call to learn about you and your copywriting services. Don’t leave them guessing. Let them know how you can make their lives easier by taking the copywriting problem off their plate.
If you’re itching for more guidance, we dive into this topic a lot in Confident Copywriting. I’ve even shared some of the juicy bits from my own discovery call-template in this post.
Because, let’s face it, you deserve to ace that first call and turn it into a win for both you and your client.
So go on and make your next discovery call your best call yet!
If you haven’t grabbed it yet, check out my FREE lead gen toolkit for copywriters.
You’ll learn the two most reliable ways to get clients*, that successful copywriters swear by. (*direct from the mouths of copywriters). And you’ll get a bonus lead tracker to amplify your efforts.
