How do you go about picking and choosing clients to work with?

LOL... I was in a rare joking mood. I'll try to be more serious next time.

Alex

I ask these questions to help the up and coming copywriters and offline consultants develop their own criteria and streamline/speed up their business development and not grasp at any work. (It sounds stupid/so basic as I try to write it, but I think it will help the newer. Based upon a dating coach prospect I had who was hiring from Craigslist and colleges for copy and content and did not get her whole process lacked.) Here goes:

- Does clients' knowledge of the marketing process and their existing marketing come into the picture as a qualifier?
- Do you mind explaining or overcoming their resistance to the fact that your part is copy and/or content only and you are not also the website/sales funnel designer, programmer, SEO/SEM person, and/or project manager ...?
- And, what do you do if some or all of their marketing really needs improvement beyond copy?

Here are a few of mine, in no particular order:

1. Realistic goals based on experience.

This is really important for me. I do not want to waste time holding someone's hand. I don't want to be the one explaining to them that they won't be a millionaire by next week. I shouldn't have to point out that copywriting is only one aspect in the success of any product.

2. Passion for their product with a history to back it up.

Passion is important but I wanted to add a caveat. I've met people who are very passionate about the things they do but they seem to have more passion than success. The problem is that a lot of people want to create or promote a product which they really have only a basic knowledge about. I would much rather write for a weight loss product created by someone who went from 400 lbs to 175 lbs than someone who heard that weight loss is a good niche.

3. A willingness to let me do my thing.

This is sometimes a rare occurrence and I've run into this problem with both freelance work and employment. The thing is you hired me because you need someone who knows how to write copy. You picked me specifically because there was something you really liked about the work I do. The best thing you can do for both of us is let me know what you need and then let me do what I do. (On a related note, I feel really bad for graphic designers because clients will almost NEVER just let them do their thing.)

4. A history of success, even if it was minimal.

One thing I don't really like doing is working with someone on their "First ever product/campaign/etc". Copywriting isn't magic. If I could control men's minds like The Shadow then I certainly wouldn't be working for a living. I put my name on the work I do and I want to be able to stand by it. I understand that success is often a gradual incline and no one is wickedly successful on their first endeavors. The thing is that any success is usually built on a foundation of prior failure and lessons learned from that failure. I don't really want to be a part of anyone's failures.

5. Professional, friendly, sense of humor, a life outside of marketing.

Perhaps this is more just personal preference but I would much rather work with someone who I work well with. I've had clients who have become friends and clients I couldn't stand hearing from. These qualities, to me, are indicative of a smart, motivated, talented and successful person. Aggressiveness, paranoia, a lack of patience, no personality and a total lack of personal interests are all warning signs to me.

I suppose I have more but I've got to hit the gym!