Tell 'Em To Go Away, Because They'll Be Back

Recently I've noticed a lot of copywriting applicants with, to say the least, interesting expectations. I get questions about money-back guarantees, if I can deliver over night, if I can give them a million dollars and other fantasies.

I can say this. If a client asks me about a money-back guarantee, I start nudging them out the door. On several occasions lately I've suggested that I may not be the copywriter for them.

And this frustrates them. I've gotten emails saying, "Hey! I'm a potential client and you don't seem interested!"

Well... I'm sorry. I'm not too interested. It's obvious that this isn't the first time we won't see eye to eye.

These marketers are usually beginners or haven't made much money. Because an established marketer or business who has experience outsourcing projects would never expect a money-back guarantee for work that is essentially manual labor.

I DO want to help beginners break through and become successful. So I try to help and inform them and will even still take their project if they seem to come to understand the client/copywriter relationship.

But if they don't, I politely show them the door.

In other words, I tell them to go away, because I know they'll be back.

Here are some examples of questions/requests that disqualify a client from working with me. But are ALSO signs that they'll be back.

Do you offer a money back guarantee if the copy doesn't convert?

As an unstupid warrior put it...

The point was, top copywriters don't have a money back guarantee. Vin Montello, probably the most respected copywriter on this board also chimed in...

The message is this. Copywriters WORK for a living. If we put in 40 hours of work, we expect to be paid.

That doesn't mean we should be able to deliver crap and then walk away. There usually is some sort of guarantee that protects the copywriter and the client, but it's not "money back."

For me, I automatically offer split/multivariate testing free to all clients. This way if the copy isn't converting, I usually know before they do. And that means I get to work fast to fix and tweak the copy so it converts.

My official guarantee is that I'll rewrite your copy up to 3 times within 30 days. Believe me, that's a lot of work and I'd rather just deliver a home run on the first time. It's enough incentive to get my best work out of me.

And while that guarantee is RARELY used, a handful of times in over 7 years of writing copy, it is a strong guarantee. I actually modeled it after my mentor, Michel Fortin.

I'm comfortable with a client walking away because I don't offer a money back guarantee. Why? Because I know they'll be back.

Like we've seen, quality copywriters don't offer money back guarantees. So if a prospect chooses a copywriter who DOES offer one, they're likely to be disappointed with the results and be in the market for another copywriter very soon.

Will you continue to work on the copy until it converts?

Well, almost yes.

I want your copy to convert as much as you do. It's vital to my career. And that's why I offer free split/multivariate testing free from the get go. As per my guarantee, I'll also rewrite your copy up to 3 times to make sure it converts.

But will I promise that I'll work the rest of my life on your copy if it's not converting? Pure logic says no. Even though I'm quite confident we'll never run in to this situation, the hypothetical implications of working the rest of my life for the small fee you pay me makes it impossible for me to say yes to this question.

Of course, a less experienced copywriter who desperately needs the work will say "yes" to any question you ask. And of course the client is likely to be disappointed with their less experienced work.

In which case, they'll be back.

Can you finish my copy by Thursday?

Dude. It's Tuesday night. And I'm booked for the next several weeks (or months) in a row.

Any copywriter who DOESN'T have a copywriting job right now, may not be the copywriter you want.

So if that other copywriter can start working for you tomorrow...

well...

...you'll be back.

Cheers,
Stephen Dean