If you can reliably open AND close deals, you’re always going to make money.

Let me show you my exact process for turning prospects into paying clients.

I’m most known for my drunk cold email that led to responses like these:

Of course, nice replies alone don’t pay the bills.

You have to close deals.

If you can reliably open AND close deals, you’re always going to be able to make money. You can instigate the process, and complete it.

To some of you, the idea of getting on a phone call (or yet more disturbing, going to see them in person) to sell yourself might sound terrifying.

While I can't calm your nerves, I can give you my knowledge - and a full step-by-step process for you to follow.

My comprehensive ebook, Closing With Charm, will show you how to:

  • Turn prospects into paying clients - I lay out my exact process, step-by-step.
  • Use your nerves as an ethical persuasive weapon.
  • Sound like you’re excited and eager rather than desperate and in a hurry (even if you are!)
  • Talk about your proposed campaign in a way that signals unity between you and the prospect's company.
  • Ask the right questions - prospects love to talk about themselves - let them. 
  • Use questions to extract the information you need to put together an ideal pitch. If the client is talking, you can’t say anything stupid. 😉 
  • Respond to common questions from prospects about price, timeframes, your experience, your results, and methodologies.
  • Price your services in a way that's profitable for you and offers value to the prospect.
  • Make being a freelancer or smaller agency a selling point over your bigger competition.
  • Reschedule cancelled calls in a way that makes prospects smile and respond, rather than prevaricate endlessly.
  • "Level with" your prospects in a way your competition might not, making you appear more trustworthy, and thus more likely to close a deal.
  • Benefit from "The Pratfall Effect" - and what it says about being ‘too perfect’ and how it can harm your chances.
  • Follow up once you’ve sent a costed proposal, without sounding like a nagging pestering maniac.
  • Prepare for your call, without making too many assumptions that can actually harm your chances of winning a deal.
  • "Stack your wins" and use the words of others to persuade your prospects that they should award you the deal.
  • Send an email to the client to begin a project once you've been informed you've got the work.
  • Use Dr. Robert Cialdini’s "6 Principles of Persuasion" to close more deals.
  • Differentiate your offering without bad-mouthing the competition.
  • Make your pitch memorable - so those you pitch to can easily parrot it to their colleagues and superiors.
  • Price your work using a clever little trick so that prospects can't get away with paying you too little for too much work.



l'm productive all of a sudden and have a load of leads out of nowhere since that Damn Jon decided to tell me what to do.

I've inconveniently had to invest in a crm system.

I've just had a meeting which could give me a contract bigger then I can count (assuming I deliver which I will) so now my brain hurts.

Damn you Jon and your simply easy (yet fantastic) ways of communicating with people & getting clients.

If anyone is interested in buying his stuff then you'd be silly to even consider it... I mean who wants such problems in life? It was easier when I was broke. Good day.


Want to learn all of this for yourself?

Closing With Charm is on sale for a short time:

£199 £69 / $89

Who is Closing With Charm for?

  • Freelance marketing, PR, copywriting, or other creative professionals who want to get more new clients - but struggle unless it's from referrals.
  • Freelancers who want to sell more effectively.
  • Agency owners and other b2b suppliers who want to close more deals.
  • Business development folks who are intrigued enough to add charming tactics to their arsenal - whatever your business or niche.

Why should you listen to me?

I’ve done thousands of pitches in my time: as part of 3 different agencies, when running my own agency, and as a freelance marketing consultant & copywriter.

I’ve been on the client side, when I worked at LOVEFiLM, and had agencies pitch me. As Charm Offensive has grown over the last 2 years, I've been on the receiving end of a large number of pitches. I've been on both sides of the table. 

I’m not some slick salesman. I’m not a slick anything. Yet I’ve been able to win deals with businesses of all sizes - the world’s largest brands, exciting start-ups, and regular ol' mom and pops.


BONUS 1: How To Go The Extra Mile

Not everyone will want to take these steps. As they’re more work. And it’s hard to scale. But for those of you who are either eager, desperate, or both, this will work for you.

It’s to the point. No fluff. No meandering over pages, detailing ‘industry trends’ or other filler. You'll get specific prescriptive steps that if you follow and repeat, will lead to results.

People have asked me what to do after you get a response to a cold pitch (or any other lead), and I've always said: “You don’t have to be funny on sales calls. The next step is to show off your knowledge and passion.”

… But then I really don’t go into much detail about what that entails.

This guide will.

BONUS 2: How To Get Work When You're Starting Out

I've included a bonus mini-training for folks who have no commercial experience in their chosen discipline.

I'l talk about how I got my first job at an agency in London without any qualifications, and what you can learn from it.

You need evidence that you'll do the work, and do it well. This guide shows you how to do just that.

BONUS 3: My Original eBook, Win With Words.

My original ebook, Win With Words. I wrote this in 2016, several months before starting the Charm Offensive juggernaught.

It goes line-by-line through one of my most successful cold email templates, explaining the joke formulas and persuasive devices at work.

It now sells for £199. You get it immediately with this offer.

So even if you've not bought anything from Charm Offensive before, you'll still be able to start opening new deals straight away.

And then close them too!

Start closing more deals today!

Closing With Charm is on sale for a short time:

£199 £69 / $89

Need more convincing?

You'll learn all the little tactics I used to charm my way into closed deals.

I learned to sell face-to-face at my first agency job in London in 2006. My very first week of my first ever agency job, I had to pitch. We won it! I think it was around £8k in initial project fees and a £3k retainer.

Since then I've closed deals worth £millions.

I’ve done thousands of sales calls and meetings in my time.

Both while working for digital marketing agencies in London and then running my own agency.

... And as a freelance marketing consultant / copywriter.

... And I’ve been on the other side of the table, albeit briefly.

I went to work in-house at LOVEFiLM. I was pitched to by agencies and other suppliers. I’ve been pitched to yet further over the last 2 years because of the growth of Charm Offensive. 

And then there's all the experience my brother, Gary, has too. Most of the time I was agency-side, he was in-house running multiple agency contracts for a global FTSE100 company. £££Multi-million deals.

And then we both ran our agency successfully for 8 years, pitching & winning some of the biggest and best companies on the planet.

He never really did sales... but he still somehow managed to close A LOT of upsells, and even new business regularly.

This combined experience gives me a unique, comprehensive perspective on sales pitches that work.

GOOD NEWS: You don’t have to be FUNNY ALL THE DAMN time. I don’t try to do that. You need to demonstrate knowledge and passion. This ebook will take you through exactly what I used to do when I really wanted to win a deal.

MORE GOOD NEWS:  Neither do you have to become some macho ‘hardcore closer’ type, either! That's the complete opposite of my style.

This ebook will take you through a process anyone can follow, step by step.

JON BUCHAN  //  Founder, Charm Offensive

A good few years ago, I was desperate for sales after my word of mouth work dried up.

I got hellishly drunk one night and wrote a completely absurd cold email. I was still tipsy the next morning and decided it was still a good idea to send it to pretty senior Marketing Directors at big brands.

To my astonishment, it worked. I got the most amazing complimentary responses and requests for calls/meetings, from senior decision makers at RedBull, Pepsi, Symantec, Hewlett-Packard, HSBC, Barclays and countless other global brands. Symantec and Hewlett Packard became clients.

All because of a crazy cold pitch.

I decided to start teaching others my unorthodox approach to cold pitching. People listened to my weird advice and found that it worked for them, too.

That's what Charm Offensive is all about: getting the attention of busy people.

Jon Buchan

Copyright 2020 Logical Absurdity Ltd T/A Charm Offensive.