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No Matter How Good You Write for Someone, Success is the Client's Responsibility

by Mark Pescetti
4 replies
I know a lot of writers on this forum have had tremendous success in making their clients a lot of money... After all, when someone gives you a jingle looking for sales copy, they want to see results, right?

The problem with a copywriter boasting how much money he or she might have made certain clients is you're giving future prospects the idea that success isn't necessarily their responsibility. Maybe that's the point?

I've written some tremendous copy for people who really don't offer tremendous value in their product or service. It's obviously my job to make a pebble sound appealing or attractive when I'm hired to do so. However, I admittedly find it fascinating when people who aren't really providing much in the way of substance outperform other clients who offer gobs of value.

Everyone (the clients) has their own unique "path," whatever that means... Nobody can MAKE someone else successful. Yet that's in many ways what people are under the assumption of believing when they hire a copywriter...

Just curious about any feedback... Cheers!
#client’s #good #matter #responsibility #success #write
  • Profile picture of the author Ken Strong
    Originally Posted by Reflection Marketing View Post

    I've written some tremendous copy for people who really don't offer tremendous value in their product or service.
    Ideally, wouldn't you want to refuse jobs like these? And get to the point where you only write for products you believe in? (Possibly your own, for instance.) That would pretty much solve the problem.
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  • Profile picture of the author John_S
    Feedback? Well, I agree.

    One guy wanted to spend his money on strippers, not the success of his business. He doesn't have a business any longer. (Strangely enough, he doesn't have the money to hang around strip clubs as much -- either. It is funny how that works.)

    Some people will flat out not mail the piece. That's why you get paid, regardless.

    It's not even that they went with someone else. Or have differing ideas. They just don't act. Some people want copy. Others want assisted (business) suicide.

    Either way, the checks clear.
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  • Profile picture of the author JasonParker
    Not that I write for clients (eww)... But...

    I understand some copywriters have no choice.

    They have to take any job to pay the bills.

    If you didn't have to take a job out of necessity, then it would be good to first take a look at the offer and make sure there's a hungry market for it.

    If you do have to take the job, then persuade your client to strengthen his offer. Say... You know mr client, I know we can sell 3 times more if you add this to an offer.

    That said, it's not hard to build perceived value with what you already have. It's not your job to make sure refunds are low.

    The perceived value of your offer is what it does for the prospect and how the results it gets buyers compares to high price alternatives. This has little to do with whether it's a report, ebook, audio, video, software, set of videos, set of materials, or whatever.

    You're not selling the vehicle the benefits are delivered through. You're selling the benefits.

    What I'm saying is you can build the value of a 30 page report higher than most others build the value of a complete course. So when you say your clients products don't have tremendous value, I'm thinking you mean they're not selling enough "stuff.". Sure having a lot of stuff might lower refund rates, but after you make your case for how valuable this sucker is, th prospect doesn't care if the secrets that solve their problems is recorded on a set of 20 videos or written on a napkin--they'll buy it because they're buying the benefits.

    Just some thoughts... Wasn't planning on rambling on this. Hope it helps.
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  • Profile picture of the author Mark Pescetti
    I mean this question in a much more philosophical sense... I've worked with clients who have amazing offerings, but still fail to make a tremendous living from their vision.

    While you may accentuate the benefits of owning their product or partaking in their service... at the end of the day, success is still their individual responsibility.
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