Hmm...I've given this subject some thought but never really could draw a conclusion.

So far, I only made decisions based on ethical issues such as if the product sounded like a scam, then I would turn it down.

I guess I'm not too experienced yet to know if the product is really or that I'm just unfamiliar with it.

Absolutely.

Writing up crap carries far more problems than it's worth.

Don't expect any gratitude from the client either

There's a difference though between a truly crap product and one you feel overwhelmed by or just don't understand enough. Then it depends on how badly you need the money...


AC

It's a common belief that even mediocre copy can sell a product with a great offer, while even the best copy in the world cannot do the same for a poor product/offer.

In any case, I agree with you.

Even with varying definitions of a "poor product", yes, I usually turn them down... But it isn't quite that simple.

A product can be poor because it isn't positioned properly, because it is in a market that will never support it, because it wasn't fully thought out, or - yes - because it is just crappy (doesn't offer any real value.)

In all of those cases, I'll offer suggestions to the potential client that they can use to improve their chance for success *before* they go looking for a copywriter.

Unfortunately there are a lot of copywriters who will take on projects like this without a second thought, so many of those individuals that I turn down will find a copywriter who will take them on anyway. I feel bad for those marketers, I really do - because if the product really does poorly, now they've lost their hard earned money paying for copy that really didn't help them at all (along with all of the other product development costs.)

Of course, I have been proven wrong in the past - products that I thought would never sell have actually made sales. But for me, it is more about the ROI that the client will achieve. Is spending $2000 on a salesletter really the smartest move? Will they really earn that $2000 back (and then some) in a reasonable time frame with this product? If not, I try and do the client a favor and explain why I won't take the project on.

Some listen, some don't - but at least I know I've tried!

Yeah it really comes down to two facets, whether the person is willing to listen and take constructive criticism or whether they put up a brick wall. Most times products can be improved and the person just needs a little guidance.

Scams and snakeoil products are another entirely different story, and I personally have always turned them down. Not only do I not want to put my "name" on something that doesn't work and was created to cheat or swindle someone. In the end its far more trouble than its worth. In most cases that person will bug the living daylights out of you, because they haven't made the millions of dollars they were especting from your copy.

Putting aside any ethical issues... one thing you'll find is that as a copywriter... you will probably cop the blame for any sales issues.

And that includes refunds.

I can't tell you the amount of stories I've heard from copywriters who were told to "fix the copy" because refund rates were through the roof.

Also... it's a heck of a lot easier to write killer copy when you've got a great product to work with.

Admittedly... sometimes when you book a gig... the product hasn't been created yet.

But in my opinion if you don't open up to your clients and tell them their product sucks... you're doing them a massive disservice.

-Dan

Definitely. I'll never take on a product that may reflect poorly on me. It's not all about the $. I love putting the "icing on the cake," but if the cake was burnt in the first place, I don't feel comfortable covering it up w/ some frosting.

Yes, if I don't believe in the product or if it's just a bad product. Sure, I could do a great job of selling it, but the return rate would be very high and I don't want to mislead buyers.

I recently faced this with a product to help adults grow taller...and it turned out that they could eke out a few inches more with some postural adjustments and such, so I was very careful about touting the benefits. ("You can gain as much as 3 or 4 inches of height.")

Without passing judgment on the ethics of the question... it really depends on you.

You have to check in with yourself on how it'll affect your self-esteem and confidence as a copywriter. For many copywriters, if they work on a product they don't believe on, they'll feel guilty and choke on their following projects out of subconscious self sabotage.

Others can sleep perfectly at night and keep going strong without missing a beat. These are the same people that can promote shady CPA offers, or be deceptive about a refund policy.

If you're honest with yourself, you'll know what category fits you. If you're asking this question, I'm betting I know which one it is. :-)

--Dan

I think it all comes down to your own personal ethics.

After all, someone writes the copy for those cigarette commercials, or trying to put a positive spin on the oil spill, or even that space age technology can make you 2-4 inches taller (yeah I saw it too. all good and well while you're out in space doh!).

For me, I wouldn't touch any one of those. But as I said, someone did, they got paid and they're happy about it.

I guess all you need to do is ask "if I do this, will I have a clear conscience".

Personally, I can't write for poor products. I have too much sympathy for the people who might end up buying them.

When I was looking around on clickbank for a product to promote, I ran across a product with horrible copy, but decent gravity, in a niche I'm passionate about. I decided not to rewrite it, because according to the laws of physics, the product just plain did not work. As in, it violated several of Newton's laws of thermodynamics and there was no possible way in the universe the product could do what the copy claimed.

No way I could write for something like that and rip people off.

I think most marketing companies evaluate products before they agree to promote them. Attempting to promote something that isn't good usually results in an unhappy client.

I think we have a duty to try to explain to them that their product is not up to speed, but having had my share of clients who believe they have the next big thing, this isn't always possible.

My latest trick with these cases is to say I am currently booked solid but I can give outsource it for them!

Absolutely, as it will reflect in the writing. To state it bluntly, crap with bells on is still just that: crap.

I'll pass on anything where I can't get inspired by the person, their product or service or their business.

I want to go to bed at night dreaming about them and wake up every morning thinking about them and how I can help them today.

That way, I do my best work. Sounds kinda hokey, but when it's a fit--it's wonderful.

- Rick Duris

Yeah, it's really nice when you can get really excited about the project. Makes it a lot more fun, too. I've had a few like that. I was having trouble getting to sleep one night because every time I'd start to doze off, another headline would pop into my head and I'd have to rouse myself and write it down before I lost it.

Also the reason I don't touch certain niches, even though they're among the most profitable ones for copywriters. Too many of the products are scams.

You'll lose respect for yourself doing stuff you don't truly believe in. Surely ain't worth it