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The Strange Relationship Between Copywriter and Client

by Mark Pescetti
13 replies
As a product developer...

It takes frickin' guts to claim your thingamajig solves people's problems.

It also requires some hefty belief, on your part, to lay your cards down and hire a copywriter.

People hit me up every day to feel me out... and see if I'm the right copywriter; the guy to do the advertising thing for them.

Sometimes it's love at first Skype chat.

Other times things just don't click.

Over the years, I've had some really awesome connections with clients. In fact, a client from two years ago just drove up to Ashland from San Francisco (6+ hour drive) to have a cuppa joe with me. Really awesome.

I've also had some, well... intense client relationships. Not necessarily in a bad way. Things can just get REAL when money and reputations are on the line.

I'm curious...

What kind of relationships have YOU had?

Maybe you were the copywriter.

Maybe you were the client.

How did you enter the relationship (or relationships?)

What kind of experience(s) did you have?

What did you do right in how you communicated?

What would you do differently?

Did you get the results you wanted?

Mark

P.S. When people don't choose me, I don't take it personally. This might be a bad analogy, but when I was single, I didn't connect with every woman I met. And I didn't feel crushed when an initial attraction went absolutely nowhere - once I actually got to talk with her (whoever she was.) Same with potential clients. I don't believe I'm the right copywriter for everyone. And I have no problem when another copywriter is chosen over me. We all connect in different ways - just like choosing the people we hook up with (or make love to - depending on the way you play it, playa;-)
#client #copywriter #relationship #strange
  • Profile picture of the author Ghoster
    I like to suss out a potential client before I commit. I ask a lot of questions. Some clients love this, some hate it. It's just the way I do business. I don't like flying blind, and this puts me at odds sometimes with clients who want to dump a set of instructions in my lap and walk away. Maybe if I charged lower rates that would work. I receive instructions --> Deliver job. No questions asked, no revisions.

    This is why I no longer work at Odesk or Elance. It's efficient, but it's very impersonal. I like to build relationships because I want to have a reason to do great work that goes beyond the money.

    ...love at first Skype
    That's funny, I know exactly what you mean.
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    On the whole, you get what you pay for.

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    • Profile picture of the author Mark Pescetti
      Originally Posted by Ghoster View Post

      I ask a lot of questions. Some clients love this, some hate it. It's just the way I do business. I don't like flying blind, and this puts me at odds sometimes with clients who want to dump a set of instructions in my lap and walk away.
      Ha! I definitely ask a lot of questions.

      I'm also known for talking WAY too much when I get excited. Some clients love my enthusiam. Others just want to stay on point - without much room for exploring the possibilites.

      Again, just like dating...

      An initial attraction might not lead anywhere - once a real conversation - based on specificity begins.

      I always say:

      I'm different people - with different people.

      Meaning, different clients bring out different aspects of my character and personality. Sometimes things gel... and sometimes the conversation begins to feel like sandpaper.

      The key is to not take anything personally.

      Just because you don't connect with someone isn't a reflection of your worth. Don't go slit your wrists because you don't get a gig. It's always a blessing when a potential client doesn't follow through.

      Mark
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  • Profile picture of the author James Clouser
    It's much better to turn down a "bad" gig than to take it and resent the client for the rest of the project.

    I agree, Mark: sometimes the chemistry just isn't there - and that's OK.

    When you're just starting out, it's so easy to take anything you can get your hands on. If you're lucky, the bad projects will fall through despite your attempts to make them work.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by James Clouser View Post

      When you're just starting out, it's so easy to take anything you can get your hands on. If you're lucky, the bad projects will fall through despite your attempts to make them work.
      If you've got rent to pay and food to put on the table, I can understand taking gigs that you KNOW are... toxic.

      But even then...

      If you work with someone who isn't your ideal client, what happens when a great gig comes outta left field... and you're too busy to take it?

      Newbie copywriters need to learn how to position themselves and have multiple traffic sources.

      Just because a gig comes up (and you need the money) doesn't mean you should take it. Get used to only taking the gigs you know are for you as early in your career as you can and you'll excel way faster. (And ultimately make more money - for yourself AND clients.)

      Mark
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  • Profile picture of the author Steve The Copywriter
    After 28 years in the wonderful of copywriting I suddenly realised that the very best clients did something quite incredible.

    And so did I.

    We "matched" each others criteria in "how to get results."

    If you do this you'll have your ideal client.


    Steve
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Steve The Copywriter View Post

      After 28 years in the wonderful of copywriting I suddenly realised that the very best clients did something quite incredible.

      And so did I.

      We "matched" each others criteria in "how to get results."

      If you do this you'll have your ideal client.


      Steve
      Steve!

      It's funny.

      A lot of copywriters don't even know who their ideal client is.

      Well... maybe it's not funny.

      To this day, one of the top pages on my website is My Ideal Client page that I wrote 3 years ago. I could totally rewrite it... and have a bunch of different stuff on there, but it still works.

      Pre-qualify your clients in every way you can. Don't just take whomever walks in the door.

      Mark
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  • Profile picture of the author Steve The Copywriter
    Yes, get a clear vivid 3D picture of who your ideal client is and what their product is.

    But then we have to balance this.

    Many clients don't know what a copywriter actually does.

    So, we need to explain all about the magical power of words (and not say "just pay $5,000 and hope for the best" or pay $95.00 and expect the worst).

    And then aim for that sometimes elusive synchronicity of thoughts on how the campaign will bring in the results.


    Steve
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  • Profile picture of the author sidneyng
    I find myself having difficulty writing my own copy. Embarrassingly.
    Anyone have the same problem?
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    • Profile picture of the author Mark Pescetti
      Originally Posted by sidneyng View Post

      I find myself having difficulty writing my own copy. Embarrassingly.
      Anyone have the same problem?
      I never have difficulty writing my own copy.

      But I do like JVing with other copywriters and test my copy against theirs for my own product launches.

      If their copy beats mine, I'll pay them 10% on the backend all day long.

      Mark
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  • Profile picture of the author Jason Kanigan
    Once again your screening process is what's most important.

    Don't take on clients who aren't a fit, plain and simple.

    Best copywriting clients I have had were quick to respond and talk, had a clear idea of the results they wanted, were open and able to help with the research, could afford me, knew the value of good copy, and told their friends about me after.

    I don't talk about copywriting on WF much because it's not my market. Copywriting is very labor-intensive and can't be delivered in videos or calls...it takes pressure, seclusion, brain-wracking, research, frustration, elation and a whole lot of other requirements that need a good payoff. It kinda wrings you out. Clients must appreciate that or they can't become clients.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Jason Kanigan View Post

      Best copywriting clients I have had were quick to respond and talk, had a clear idea of the results they wanted, were open and able to help with the research, could afford me, knew the value of good copy, and told their friends about me after.
      You're talking about clients who don't need any education. And that's always ideal. The moment a potential client comes to the table - fully aware of the value that copywriting provides their business, you're in a great position to enter into a profitable relationship.

      It's just a matter of making sure the potential client understands YOU are the right copywriter to make it all happen.

      That's where positioning really matters.

      Recently, I've been approached by numerous businesses that were interviewing a handful of copywriters. A few of those business owners and consultants found me here and dropped some other familiar names from this sub-forum.

      Personally, my ideal client isn't "playing the field." But there's one project that I'm really keen on landing, because I really resonate with the company's/owner's vision. So I really made sure to focus on the specific value I know that I bring to the table that other copywriters likely don't. If I land the gig, I know it'll be a successful, long-term campaign. If I don't, I know it's better I didn't get it - since they didn't resonate with my pitch.

      My point is...

      When you're really clear on your specific assets - above and beyond just copywriting - communicating them will either take the relationship to the next level...

      ...or dissolve it.

      Either way, the best thing happened for your business.

      As Don Miguel Ruiz says: Don't take anything personally.

      Mark
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      • Profile picture of the author trinitycontent
        I would have to agree about being clear on your assets. I've been providing content for businesses, private clients, magazines, etc over the years. I landed every private client from clearly pointing out what I can do for them, what I bring to the table, and what sets me apart from the 100 other applicants.

        Don't take it personally is something you have to learn and take to heart in this business. It doesn't matter if you are the writer or if you are the client. You can't take rejection, criticism, or editing personally.

        My only problem with clients recently has been the few and far between that want to keep changing the contract without actually changing it. Adding on work that was never discussed, asking for "small things" they think are quick additions so they don't require extra pay, or ordering copy that clearly will not get results then being upset when it doesn't in fact land results.
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  • Profile picture of the author PeepingDakota
    I have a boss who forces me to copywrite although I told him that i'm not a copywriter, i suck at it and i don't like doing it and i prefer writing articles and blogs. however, when there's an immediate copywriting task, i can't say no to him and every time i submit it to him, he gets disappointed. and i get disappointed too, coz I JUST CAN'T DO IT. good thing now is that he already accepted that i can't do it and decided to hire a copywriter. lol.
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