Need for Speed
I don't dispute this at all.
On the other hand, there are still a lot of clients with considerable money to spend who are not disciplined enough (as individuals or as companies) to fit into that kind of scheduling. If you've been in the business for a while, you probably have encountered such clients. Even if you tell them repeatedly you need X amount of advance notice and X amount of time to put together their copy, they can't get it together.
Someone is getting their work and their money.
If you're a quick study, a fast writer and not a perfectionist by nature, you might get along well with such clients.
They're not judging you by the same standards that the more disciplined clients are using, because one of their key criteria is your ability to work with their too-short deadline and help them get their promo out the door.
They expect work that's not shoddy but maybe not polished and targeted to perfection, either.
And if their project is profitable overall, they might very well continue to operate in this fashion rather than try to acquire discipline and work with copywriters who have a higher level of skill.
It's not realistic to deny that such clients exist or to claim that anyone working with them is necessarily turning out horrible copy.
I'm not talking about myself here, because I'm a slower than average writer on most things and I don't enjoy very short deadlines. But if I were quicker, I might go after this market segment.
Marcia Yudkin
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