Three Main Reasons to Fire a Copywriter

[Angela Kambarian]

Hello, guys!

It goes without saying that not all copywriters are created equal.
Therefore, I put together the most common reasons to fire a copywriter.
You are welcome to add some of yours, if you wish.

It is obvious now that the way you communicate with your audience can have a significant impact on your revenue. Who would argue with that??
Once words are so important, your skills and performance will be evaluated more carefully. As a copywriter, you have pretty high expectations to live up to. Besides, there is no shortage of young fledgling copywriters, navigating the competitive landscape (watch out, Harlan!). You will have to bend over backwards to polish your skills, set yourself apart and land lucrative projects.

Therefore, I want you to be aware of the few main reasons why companies lose patience with copywriters and kick their "arse" to the curb.

Here goes:

• Failing to meet a deadline can be DEADLY.

When time is of the essence, do everything in your power to deliver on schedule. No one cares if you are tired, if you have a migraine, if your dog ran away or your girlfriend dumped you for a younger guy. Set up a schedule and stick to it!
Of course, you can give advance warning of delays. After all, you are just human. Make sure you come up with good reasons for the setback.

• What if the copywriter’s work is not good enough?

Not all copywriters have the same level of skill. If your writing is stale and looks like it has been grabbed off an old and rusty brochure, if it doesn’t convey enthusiasm and doesn’t resonate with the intended audience, you should probably consider another career. How about Programming? Software engineering pays pretty well, the last time I checked. Don’t forget about Accounting! Copywriting may NOT be your cup of tea.

• Sometimes, the copywriter’s ego gets in the way.

Let’s face it. Some of us are a bit too arrogant. There are a lot of copywriters out there who are convinced that they are always right. You think this type of attitude will get you places? Copywriters with an overwhelming ego are a pain. Some of them can not tolerate criticism and become defensive. Having said that, there are times when a copywriter REALLY DOES KNOW BEST. I am talking about well-known and well-respected consultants, with a proven track record of success, who know what they are doing and have the ability to transform businesses.

Final Thoughts.

A copywriter does not always deserve to be fired. Quite often, pesky clients expect miracles and it is impossible to fulfill their lofty expectations. Copywriters need a thorough briefing before initiating a project, as much information as possible, all the pertinent details and nuances that will help them do a great job and hit the target.

[dvduval]

Good points to consider when doing copyrighting. Just thinking back about the times I did not continue to work with a writer...
I think the main reason for me was I didn't have enough work to have them working continuously, and then second reason was poorly formed paragraphs.

[Angela Kambarian]

Originally Posted by dvduval

I think the main reason for me was I didn't have enough work to have them working continuously, and then second reason was poorly formed paragraphs.

Maybe you didn't have enough work simply because your copywriter did not generate great results for you. That's what copywriters are for. Our job is to spark interest and attract more business.
One of my new clients said: "If I make more money, YOU will make more money!" I'd better get back to work.

[webtoday]

I think that with proper training and knowing the key ingredients that need to be included when doing copywriting, many people who already have good to above level of English writing ability can actually become a copywriter.

I recently went to a a copywriting Seminar by "Brett McFall" and it was brilliant. There is a formula behind good copywriting. Having said that, sometimes outsourcing to a copywriter could save you a lot of time. Personal attributes you described above are important, particularly the importance of meeting deadlines!!

[Revolves]

I'm not a copywriter, and neither have an experience working with one. But still, here's my "so called criteria".

1> The copywriter is good if he gets me the the amount of Most Wanted Responses he says he can get.

The reason for this is that it's not just the sales copy that does the selling. It's also the quality of my product. A good sales copy with a bad product is even more disastrous that a bad sales copy with a good product.

So, seeing all this, the copywriter has the "freedom" of proposing the amount of MWR he expects to bring through his copy. It can be amount of leads, sales or whatever.

[John_S]

A good sales copy with a bad product is even more disastrous that a bad sales copy with a good product.]A good sales copy with a bad product is even more disastrous that a bad sales copy with a good product.

It's all about results. When a copywriter doesn't get the copy in on time -- results suffer. When copy doesn't "resonate" -- results suffer.

Just because copy seems stale to you doesn't mean it has stopped working. Companies grow tired of their copy long before the customer does, mostly because the company sees it more.

Results tell you when copy resonates or doesn't.

Which leaves ego. Mostly it's not the writer's ego, it's that the project isn't big enough for two egos. Here again, what's usually happening is the eye is being taken off the customer and so ... results suffer.

One of the more humbling, ego punishing, experiences is testing copy. Companies constantly talk to themselves, about themselves, and that is also why the copywriter is seen as having too big an ego -- it's getting in the way of the company's hyperventilatingly image conscious "me, myself and I" copywriting.

Inventor-types are infamous for mixing up their own ego with the product. Preventing much needed changes from improving the product as a means of improving copy.

Results driven companies keen on results and well-grounded in evidence based management are the exception ...but it's a rare exception indeed. I'd check up on a term, Reality Distortion Field.

Often popping the corporate RDF bubble is branded ego, in an attempt to invalidate the messenger when the message is a little too true for comfort.

[Angela Kambarian]

Many thanks to Revolved and John S for providing your insights.
May I add something else?

I think a good copywriter will have a chance to demonstate
his or her business acumen and true value only if given enough
autonomy. Some consultants HAVE to adhere to certain
requirements and guidelines established by a client. These
guidelines may or may not be conducive to good results.
There is a clash of egos which might jeopardize the outcome.
Therefore, you have to work with clients who give you enough
autonomy and respect your point of view. It shouldn't be a dictatorship.
It should be a professional collaboration where both sides
join efforts, work well together, listen to each other and keep their minds open. Why put time and your best effort into a project if you know that
your client is going to make a lot of changes, just to satisfy his own
ego.

[CreativelyScrappy100]

Remember how important the prep work is. It's imperative that the copywriter fully understand the product, the offer, and most clearly the offer's benefits. Sharing past relevant test results, if possible, is helpful too. The more detail turned over to the copywriter, the more he/she will understand the project and its goals.
Of course, even with all that prep work, sometimes egos will clash and copy will suffer.
It's the client's resources that are at stake here. Sometimes it helps to incentivize copywriters based upon results.

[Angela Kambarian]

You are right, CreativelyScrappy (what an interesting name, though).

Some copywriters spend too much time polishing their writing
skills. They don't take enough time to learn about their client,
the product or the service they are writing about.
Their priority is to impress everyone
with their vocabulary. Bob Bly is not the most charismatic
writer in town who uses fancy words or juicy expressions.
But his copy sells. Why? Because he knows what he is doing
and what he is writing about. He does his homework.

When you have all the information you need at your fingertips,
writing copy should not be difficult.

Word of advice for copywriters: Do your homework!
Invest a lot of time and effort into research.
Quite often, a tiny little detail can make or break a deal.
So, before you start typing, make sure you do proper research
and collect all the information you need, and more.

PS: IF you don't have chemistry with your client, don't
work with him/her. In the end, no one is going to win.
Save yourself a great deal of frustration.
Besides, life is too short. It's not worth it.

I hope this helps

[ragnartm]

The three Qs, Quality, Quantity (of time he uses), Quantum Physics.
Just kidding, anyway.
Quality; also quality vs cost.
The ability to uphold deadlines or at least have a reason and supply it when they fail.
Adaptability; how well does his/her copy suit your product.

[vistad]

Yes, research is most important. On the net unlike the print media you usually get much more space. I'm also talking of AdSense Ads when you may have to squeeze something into a small space. It may not be the technically most important detail but the one which appeals most which needs to be included. So in some way you need an understanding of the visitor.

[fancyrae]

Though I'm somewhat new to copywriting, I'm not new to sales. What I continue to find most surprising and frustrating is that most of my clients don't really know who their audience is. Or, they're trying to be all things to all people, rather than segmenting their prospects.

Yes, Angela, research is the key. Not only of the audience but also the competition. What works, what doesn't? If your client doesn't know, it's your job to find out.