When clients have no clue about copywriting?

11 replies
I'm sure this probably doesn't apply to you seasoned pros in IM, but I've heard this same complaint from a few fellow copywriters that their clients don't even understand what copywriting is and how it's going to help them. I just had a recent experience (with an English professor of all people) with a nightmare client who had absolutely no clue about copywriting.

I didn't have any issues with her re-writing my copy, but I have no idea know why she bothered hiring me in the first place. She obviously had no clue as to what copywriting entails(I was writing promotional brochures for her business). I didn't even bother trying to explain that copywriting is a far cry from an English essay. She wouldn't have listened anyway. She was condescending and treated me like one of her college students. If I wanted that kind of treatment, I would return to college HA!

She was a nightmare in general and don't ever plan to work with her again. I should have gone with my gut instinct with her. First, I had no clue why she was hiring me if she was such the master at the English language.

Is it a matter of educating clients from the beginning about "what" copywriting is or are they just not worth my time if they have no clue how copywriting will help them?

One of my friends told me I should stick with more marketing-related networking groups who understand more about copywriting (good advice). I'm talking about the "offline" world (not IM per se).

On the flip side, I'm re-writing the copy for a client's website (she's a holistic practitioner in my town). She understands the flow of the copy and what I'm trying to do/my marketing-sales angle. Maybe it's a matter of being on the same "wavelength" with your client?

Any thoughts?

PS--Another fun fact about nightmare client-- she had no concept about computers or how to download a file sent via email. She tried to accuse me that my programs weren't working properly which were messing up the files I sent her. Wrong--she didn't have the latest version of Office--duhh! She was a nightmare all the way around ha!
#clients #clue #copywriting
  • Profile picture of the author Collette
    This is a common problem when you're just starting out as a copywriter.

    My first couple of years as a copywriter (I went full-time from the beginning), I pretty much took any client I could get. So I know how that goes. However...

    Clients like the one you described are profit-vampires - they'll suck the measly profit you're making ('cause they are NEVER big spenders) down to nothing.

    What do I mean by "profit-vampire"? Just this: When you add up the time you spend going back and forth with them, and the fact that, when they get your copy they're going to butcher it anyways so that it's going to be useless for your portfolio, AND that you can't even get a schmoozy testimonial out of 'em...

    ... these clients cost YOU money.

    Took about two years for the light bulb to go on for me. Now, when my gut sends up that little red flag, I run as fast as I can... away from these folks.

    Interestingly, when I stopped working with profit-vampire clients, my business really began to take off. Sounds kinda whoo-whoo and all but I believe this kind of client creates 'bad energy' in your universe.

    Anyway, that's been my experience.
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    • Profile picture of the author MCryer
      From time to time I have problematic clients who want revision after revision. I have a standard for my copywriting, I can explain it and I defend it. I reply by explaining my tactics and how they will help my client, but I tell them that I will produce it in any manner that they request, after all, they are paying for it. I am the professional at copywriting and I offer professional advice, but I don't give up customer service in order to meet my quality standards. When I first started out, I got my feelings hurt a lot and some clients made me question my qualifications, but now I have confidence in my writing. If someone wants something else, I simply do it and explain why it is not a good idea.
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      • Profile picture of the author Mark McClure
        Yogagirl - looks like you are homing on in your "ideal client."

        Time to raise your fees? At least if you still need the income from the undead they will have to pay more.
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        • Profile picture of the author purple
          Its definitely frustrating. Some days you want to tear your hair out but you'll learn to tailor your offerings to weed out some bad eggs and pull in the people who won't meddle so much or make outrageous demands.
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          • Profile picture of the author JMartin
            I only take on clients/projects I like and find interesting.

            Regardless of the fee for a potential project, I won't work with people who appear to be "problem clients" or project that make me want to yawn and go research tax law instead.

            It's a simple formula, but it makes life much better.
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  • Profile picture of the author Strategizer
    I recently had a bad feeling about a copywriting client. So, at the last minute, I added a 25% "PIA" tax, thinking: "Oh well, if I dont' get the job, I don't get the job." I got the job. The guy was nice, but a PIA. Glad I did it.
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    • Profile picture of the author Bruce NewMedia
      Yogagirl wrote: "I didn't even bother trying to explain that copywriting is a far cry from an English essay. She wouldn't have listened anyway. She was condescending and treated me like one of her college students"

      That is one thing I would have done differently. I would have told her how different commercial copywriting is from teaching English grammar, etc. If I could not get an agreement from her upfront about this fact, then I would have declined the job.

      I actually can't think of a worse client type than an english professor! Yikes!
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      • Profile picture of the author Reeveso
        Brucerby, you're definitely right about that!

        Just go after clients that you know you'll want to work with. Don't take just anything.

        You have to find the clients that are ALREADY using copywriters. Don't try to convince people of how great it is b/c most people are (to put it bluntly) too stupid to understand

        It's really as simple as that...
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  • Profile picture of the author tj
    Originally Posted by Yogagirl View Post


    PS--Another fun fact about nightmare client-- she had no concept about computers or how to download a file sent via email. She tried to accuse me that my programs weren't working properly which were messing up the files I sent her. Wrong--she didn't have the latest version of Office--duhh! She was a nightmare all the way around ha!
    Therese, here is an idea to fix her problem with the file format - how about saving the files in a format every Office Suit should handle - like in rtf or txt? Not everybody wants or can update to the latest version of Office or any other software.

    Timo
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    • Profile picture of the author AndrewCavanagh
      Unless you're selling your services in a niche where copywriters are revered, hard to hire and exceptionally well paid there's no advantage in calling yourself a copywriter...as you're discovering.

      If you call yourself an internet marketing consultant or a small business marketing consultant you're likely to get a whole lot more respect and you get conversations along the right track.

      Instead of your clients thinking about you as a writer they think about you as a marketing expert.

      In a situation like this you could just tell your client that the writing and design for a sales letter (or website) is specifically to make more sales not to be grammatically correct.

      If you start calling yourself an internet marketing consultant you'll find it a whole lot easier to get hired to set up direct response websites, sales letters and follow up email series for your small business clients.

      You also get away from that whole value problem "how can one page of writing be worth $1,500".

      Small business owners are used to paying multiple thousands of dollars to make more sales on that "internet thang".

      Most business owners can write at least a little but next to none know how to put a website up.

      Kindest regards,
      Andrew Cavanagh
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      • Profile picture of the author erinwrites
        Andrew, that's great advice! I think I'll be changing some text on my website very soon!

        My method of warding off any ridiculous PIAness is to explain that my project fee includes the first draft and x number of revisions or edits. After that I charge x amount by the hour--and I'm completely up front about why. I tell potential clients that I've learned the hard way not to include unlimited revisions into a project price and that the limited amount helps them decide which changes are best made by me and which changes they should just take care of themselves. After all, why pay me by the hour to change a single word to the specific word they want when they can just do that themselves? My clients appreciate the honesty and that I'm trying to save them some money.
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