Personally, I am a bit of a sucker for list humour. So I thought I
would compile some truly frightening things that you NEVER want to come
out of your copywriter's mouth.
1 "You should do less marketing."
You have got to love the idea that someone is telling you to invest less money in growing your business. If you working with someone to grow your business, you don't want them telling you to stop. I can fathom a copywriter advising you stop a marketing activity that is not making an active return and reinvest it elsewhere. But I can't imagine a marketing consultant of any stripe telling you your business is too big.
2 "You Know I could really use the work"
Really? A copywriter who can't get themselves a client - how good at selling are they? When you define copywriting as salesmanship in print, then surely they are a competent enough salesperson to have plenty of work on. After all, being able to write copy means that you can go into most businesses and make a definite contribution to revenue.
3 "Sure, I'll do the project as an audition"
While that may be music to your ears, that does mean that the copywriter is desperate for work and has never put together the marketing necessary in order to keep themselves well fed. So be sure to have a good hard look at how good they are, because if they are good there has to be another reason why they don't have any work on. The only reason and it's a bad one, is to do an audition project is because you are starting out and need a client for credibility.
If you know how to sell, that should circumvent the issue of working for free - giving away work is symptomatic of not knowing how to sell - which means the copywriter won't be able to sell your product either.
4 "You Don't Need A Sales Letter"
Oh, yes you do. In all marketing there should be some sort of sales presentation - sales letter, if you will, delivered asking the prospect/lead to take the 'next step' in the sales process. Not doing that is a cardinal sin in marketing.
So you ALWAYS need a sales letter or perhaps more specifically a sales presentation - pushing the next step.
5 "You Don't Need To Test, My Copy Always Wins"
Really? ALWAYS ALWAYS ALWAYS test your sales copy. No matter how confident you are that your copywriter's copy is better than is what's there be sure to split test it. Not much more to say on this.
Pride cometh before the fall.
1 "You should do less marketing."
You have got to love the idea that someone is telling you to invest less money in growing your business. If you working with someone to grow your business, you don't want them telling you to stop. I can fathom a copywriter advising you stop a marketing activity that is not making an active return and reinvest it elsewhere. But I can't imagine a marketing consultant of any stripe telling you your business is too big.
2 "You Know I could really use the work"
Really? A copywriter who can't get themselves a client - how good at selling are they? When you define copywriting as salesmanship in print, then surely they are a competent enough salesperson to have plenty of work on. After all, being able to write copy means that you can go into most businesses and make a definite contribution to revenue.
3 "Sure, I'll do the project as an audition"
While that may be music to your ears, that does mean that the copywriter is desperate for work and has never put together the marketing necessary in order to keep themselves well fed. So be sure to have a good hard look at how good they are, because if they are good there has to be another reason why they don't have any work on. The only reason and it's a bad one, is to do an audition project is because you are starting out and need a client for credibility.
If you know how to sell, that should circumvent the issue of working for free - giving away work is symptomatic of not knowing how to sell - which means the copywriter won't be able to sell your product either.
4 "You Don't Need A Sales Letter"
Oh, yes you do. In all marketing there should be some sort of sales presentation - sales letter, if you will, delivered asking the prospect/lead to take the 'next step' in the sales process. Not doing that is a cardinal sin in marketing.
So you ALWAYS need a sales letter or perhaps more specifically a sales presentation - pushing the next step.
5 "You Don't Need To Test, My Copy Always Wins"
Really? ALWAYS ALWAYS ALWAYS test your sales copy. No matter how confident you are that your copywriter's copy is better than is what's there be sure to split test it. Not much more to say on this.
Pride cometh before the fall.
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