Be the Person in Your Copy!

I just spent the last day researching Adwords Specialists for a client of mine.

I finally narrowed my search down and started contacting people to bid on the project.

The gal who I was most drawn to had GREAT copy on her site.

It was really articulated well and spoke to the exact issues I needed addressed.

So I called her.

She answered (which seems rare these days, but that's another conversation...)

I told her what I was looking for and why I contacted her (based on her copy.)

She seemed lost.

I pulled a direct quote from her site and I got the impression she didn't know what I was talking about.

Weird, right?

Then when I went to our budget and asked if we were in her realm of cost, she froze up.

She said, "I'll have to check my rates on my site."

Mind you...

This was a well-spoken, intelligent women.

But she didn't even know her own bloody business model.

I ask her:

"You didn't write your own copy, did you?"

Her response:

"What do you mean? How could you tell?"

I said it was obvious.

She hired someone to write some bad ass copy, but didn't read through it enough times to make sure she WAS the person IN the copy!

I told her, "If you want to impress your potential clients, you can't hesitate. You have to be the person in your copy."

Her response?

"I lost you as a client, huh?"

I said I'd get back to her...

My point is...

I'm always disappointed when people don't embody the brand their copywriter helps them bring to life.

And if you make the same mistake, I promise you'll lose uncountable clients.

Mark Pescetti