Complete Sales Scripts

Opening (0-3 minutes)

"Thanks for making time today, [Name]. I have done some research on [Company], and I am excited to learn more. Before we dive in, what prompted you to explore copy support right now?"

Problem Exploration (3-10 minutes)

"Tell me about your current [website copy / email marketing / content strategy]. What is working, and what is not?"

"What have you tried so far to address this? What were the results?"

"Walk me through what happens when a [prospect/customer] first discovers you. What is that experience like today?"

"If you could wave a magic wand and fix one thing about your [copy/content], what would it be?"

Outcome Definition (10-18 minutes)

"If we work together and this is wildly successful three months from now, what specifically would have changed?"

"What metrics would need to improve for you to consider this investment a success?"

"How do you currently measure [conversions / engagement / revenue attribution]?"

"What is the business impact of achieving that outcome? Do you have a sense of the revenue attached to it?"

Budget & Authority (18-24 minutes)

"Have you allocated budget for this project? What range are you considering?"

"Who else would need to be involved in this decision?"

"What does your typical decision-making process look like for investments like this?"

"What timeline are you working with? Is there a specific event or deadline driving this?"

Close & Next Steps (24-30 minutes)

"Based on what you have shared, I believe a [package type] would be the right fit to achieve [outcome]. I will put together a detailed proposal that outlines exactly what I would deliver, the timeline, and the investment. I can have that to you by [day]. Does that work?"

"One last question: are there any concerns or questions I should address in the proposal?"

Setup

"Thanks for hopping on. I put this proposal together specifically based on what you shared in our conversation. I want to walk you through my thinking, and then we can discuss any questions you have."

The Problem (2 minutes)

"When we spoke, you shared three key challenges: [challenge 1], [challenge 2], and [challenge 3]. These are costing you approximately [revenue impact] in [lost revenue / missed opportunities]. Does that still feel accurate?"

The Approach (3 minutes)

"My approach is to [methodology]. I have used this same framework with [similar client] to achieve [result]. The key difference in my approach is [differentiator]."

The Deliverables (5 minutes)

"Here is exactly what you would receive..." [Walk through each deliverable and its purpose]

"The timeline is [X weeks], with key milestones at [points]."

The Investment (3 minutes)

"I have structured this in three options so you can choose the level that makes sense for your current situation."

[Present three tiers]

"Most of my clients in similar situations choose the [middle tier], because it includes [key benefit] without [limitation of lower tier]. What questions do you have about the investment?"

Handle Objections (5 minutes)

[Listen. Answer. Do not oversell.]

Close (2 minutes)

"I have availability to start [date]. If this looks good, I can send the agreement over today and we kick off [day]. Does that timeline work for you?"

"That is more than we budgeted."

"I completely understand. Most clients find that when they compare the fee to the revenue impact, the investment becomes clear. Let me walk you through the numbers."

[Show value calculation]

"If this [sales page / email sequence] increases your [metric] by just [conservative %], that generates approximately $[X] in additional annual revenue. My fee represents [Y%] of that first-year value. Does that reframing help?"

"We found someone cheaper."

"Absolutely, there are less expensive options. The question is whether they can deliver the result you need. I have seen this pattern before: clients hire based on price, the copy underperforms, and they end up paying twice—once for the cheap version and once to fix it."

"Three of my current clients came to me after that exact experience. Here is what [Client Name] shared..." [Read testimonial]

"What matters most to you—cost or outcome?"

"We need to think about it."

"Of course. Important decisions deserve thought. To help you think it through, what is the one question or concern you keep coming back to?"

[Listen. Address directly.]

"What additional information would help you make a confident decision? I want to make sure you have everything you need."

"Can you do it for less?"

"I can adjust the scope to fit a different budget. Here is what I could deliver at $[lower amount] versus the full package at $[original amount]."

[Show reduced scope clearly]

"Which deliverables are most critical to achieving your goal? We can prioritize those."

"We do not have budget until next quarter."

"That is helpful to know. Here is what I suggest: let me hold a spot for you for a [start date] kickoff. I will send a simple reservation agreement now with a [$X] deposit that locks in my current rate. The balance would be due when we begin next quarter. This way you secure the timeline without a full commitment today."

Follow-Up 1: Value-Add (Day 3)

Subject: [Name], this reminded me of our conversation

Hi [Name],

I came across [article/resource] about [topic] and immediately thought of the [challenge] you mentioned. Specifically, [relevant insight].

No rush on the proposal—I just wanted to share. Let me know if you have any questions.

Best,

[Your Name]

Follow-Up 2: Direct Check-In (Day 7)

Subject: Quick question about the proposal

Hi [Name],

I wanted to check in on the proposal I sent for [project]. Happy to walk through any questions on a quick call—would 15 minutes this week work?

What is your timeline for making a decision? I want to make sure I can accommodate your preferred start date.

Best,

[Your Name]

Follow-Up 3: Case Study (Day 10)

Subject: Results from a similar project

Hi [Name],

I just wrapped up a [similar project] for [Client Name] and wanted to share the results:

[Specific result with numbers]

This felt relevant to your situation because [connection]. Thought you might find it useful as you evaluate options.

Questions? I am here.

Best,

[Your Name]

Follow-Up 4: Soft Pivot (Day 14)

Subject: My availability is filling up

Hi [Name],

I know these decisions take time. I wanted to give you a heads-up that my availability for [month] projects is filling up, and I would need to confirm a spot by [date] to guarantee a [start date] kickoff.

No pressure at all—just want to be transparent about timing. Let me know either way.

Best,

[Your Name]

Follow-Up 5: Final Ask (Day 21)

Subject: One more follow-up

Hi [Name],

I wanted to follow up one more time on the proposal for [project]. I genuinely enjoyed our conversation and would love to work with you.

If now is not the right time, I completely understand—just let me know either way so I can plan accordingly.

Best,

[Your Name]

Follow-Up 6: Long-Term Nurture (Day 45+)

Subject: [Valuable insight related to their industry]

[Share a genuinely valuable insight, article, or observation. No ask. Just value.]

[Your Name]

At Project Completion

"I am so glad this project exceeded your expectations. If you know any [specific description: e.g., B2B SaaS founders doing $1M+ who are struggling with email conversion], I would love an introduction. I am taking on [X] new clients this quarter, and I would rather work with people who come recommended by people I trust."

At Results Confirmation

"This is fantastic—[specific result] in [timeframe]. Results like these are exactly why I specialize in [niche]. Do you know anyone else in [their industry/network] who is facing similar challenges with [problem]? I would be grateful for an introduction."

Quarterly Check-In

"Quick check-in—how are things going since the new copy went live? Also, I wanted to let you know I have availability for one new [niche] client this quarter if anyone comes to mind. I am being selective about who I work with, and I always prioritize introductions from great clients like you."

The Referral Introduction Email (For Client to Forward)

Subject: Introduction: [Your Name] + [Prospect Name]

Hi [Prospect Name],

I wanted to introduce you to [Your Name]. [He/She] specializes in [specific positioning] and recently helped us [specific result].

I know you have been working on [relevant initiative], and [Your Name] might be able to help. I will let you two take it from here.

Best,

[Client Name]

The Kickoff Call Agenda (45 Minutes)

"Welcome to the project. I am excited to get started. Today we will cover three things: context, process, and next steps."

Part 1: Context (20 minutes)

Part 2: Process (15 minutes)

Part 3: Next Steps (10 minutes)

"Any questions before we dive in?"

The Friendly Boundary

"Great idea—I love that thinking. This is slightly outside the original scope we agreed on, which was [specific scope]. I can absolutely add this. It would be an additional [$X] and add [Y days] to the timeline. Would you like me to send an updated proposal with this included?"

The Trade-Off

"I want to make sure we deliver exceptional results on the core project. Adding [new request] would shift focus from [original priority]. My recommendation is to complete the original scope first, then evaluate [new request] as a phase two. Does that work?"

The Reminder

"Happy to help with this. Just a reminder that our agreement covers [original scope]. I will send a change order for [new item] at [$X]. Once you approve, I will get it added to the timeline."

Day 1: Friendly Reminder

Subject: Friendly reminder: Invoice [Number] due today

Hi [Name],

Just a friendly reminder that invoice [number] for [$X] is due today. I have attached a copy for your convenience.

Let me know if you have any questions.

Best,

[Your Name]

Day 3: Personal Follow-Up

Subject: Quick question about invoice [Number]

Hi [Name],

I wanted to follow up on invoice [number] for [$X], which was due [date]. I know things get busy—just want to make sure it did not fall through the cracks.

Is there anything I can do to help move this along?

Best,

[Your Name]

Day 7: Work Pause Notification

Subject: Project update: work on hold pending payment

Hi [Name],

Per our agreement, work on [project] is temporarily on hold while invoice [number] for [$X] remains outstanding. I have paused the timeline and will resume immediately upon payment receipt.

I value our working relationship and want to get back on track as soon as possible. Please let me know if there is an issue we need to discuss.

Best,

[Your Name]

Day 14: Final Notice

Subject: Final notice: Invoice [Number] — action required

Hi [Name],

This is my final follow-up regarding invoice [number] for [$X], now [X days] past due. A late fee of [$X] has been applied per our agreement terms.

Please submit payment within the next 48 hours to avoid further action. I would hate for this to affect our working relationship.

Best,

[Your Name]

The Quarterly Review Setup

"It has been [X months] since we started working together, and I wanted to take a step back and look at the results."

Present Results

"Since we started:

Identify Opportunity

"Looking ahead, I see an opportunity to [expansion opportunity]. This would involve [specific scope] and I project it could [expected outcome]."

Present Investment

"This would increase the monthly retainer from [$X] to [$Y], an additional [$Z] per month. Based on the projected impact of [specific outcome], that represents a [X]:1 ROI."

Ask for Decision

"Does this align with your priorities for next quarter? If so, I will send an updated agreement this week."

When the Fit Is Wrong

"I want to have an honest conversation about our working relationship. I have given this a lot of thought, and I do not believe I am the best copy partner for [Company] going forward."

"This is not about the work quality or your team—I have genuinely enjoyed working with you. It is about fit. I specialize in [your positioning], and your needs have evolved in a direction that is outside my core expertise. You deserve someone who lives and breathes [their new focus area]."

"I want to make this transition as smooth as possible. I will:

"I truly appreciate the opportunity to work with you, and I hope our paths cross again."

When You Are Raising Prices Beyond Their Budget

"I wanted to give you a heads-up that I am updating my retainer rates effective [date]. The new rate will be [$X] per month."

"I completely understand if this does not fit your current budget. I would be happy to:

"This decision reflects the depth of expertise and results I have developed, and I want to be transparent with you as a valued client."