What Would You Do If Your Copy Doesn't Work?

In terms of rebutting the objection, what i say is "You're right, there are absolutely no guarantees, which is why you can't afford to hire anyone without a proven track record." I then briefly give them a case study and restate my unique benefits. I end with "So you see, (client), The expensive option is to go with an unproven writer, in which case your ROI may very well be zero. Far better to invest more up front with a copywriter you know is likely to give you excellent results."

As to a guarantee, yours is exactly the same as mine. If they still dither, I'll use a teakeaway, such as "I know you understand that as an independent professional I can only afford to spend time with clients who are ready to make decisions and take the necessary risks. These are two essential skills for anyone who wants to succeed in this business. I'd love to write copy for you, but I wouldn't feel right taking money from someone who isn't quite ready to do what it takes to succeed. When you're ready to make a decision, feel free to give me a call."

All the best!

Most of my fees come from royalties, so that right there is a big incentive to write a decent letter. Plus there's the whole "I don't want to suck" thing.

I treat my clients like partners, so I don't really have the issue. But back when I wrote letters without royalties I used to basically say, "Look, if it doesn't work, we'll sit down and try and figure out why. I'll do everything I can to fix it. But ultimately I can't make promises."

Having said that, most clients I worked with knew damn well copy wasn't a magic bullet. If you're attracting the wrong types of clients of course they'll bitch and moan that they have to (gasp) put up money and possibly not see a return.

But anyone who understands business knows sometimes you gamble and lose, and they know it's better to put your best foot forward than to send out a half-baked promotion and wonder if it could have worked if it was better.

-Daniel