Copywriters are hired guns. We usually don’t create the products we sell, just get hired to sell them. So how, pray tell, are you supposed to write copy that sells a product that… well… stinks?
Here’s the simple answer: You don’t.
And no, not just because making a strong tease for an unworthy product presents a serious moral challenge — though, that’s reason enough to turn down the job right there. But also because, frankly, bad products are just… well… harder to sell.
Here’s how marketing great Roy Williams put it once in his famed “Monday Morning Memo” ezine…
“Give me a business that delights its customers and I can write ads that will take them to the stars. But force me to write ads for a business that does only an average job with their customers and I’ll have to work like a madman to keep that business from sliding backwards.”
Yes, you might say. It sounds so obvious. But pressed, couldn’t you or I come up with plenty of examples of businesses that managed to excel with mediocre products?
Yes, it’s possible.
And not always for reasons easy to explain. Perhaps customers at the start of a certain market just had fewer options. But where, these days, are you going to find businesses with no competitors?
Choice has exploded across all kinds of product lines.
For that reason, it means that taking on copywriting assignments for inadequate products or services is a situation you should find yourself in less and less. If at all. Since, fortunately, a multitude of choice for the customer also often means more choice for you when you’re talking about which products to write copy for and which clients to take on.
What to do if a good client brings you something mediocre to sell?
You have a choice. Either work with the client to make the bad product better (I’m doing that right now with a newsletter that’s decent, but needs to “bump it up” another 10% before it meets customer needs)… or bag the project altogether… and let your client know why, albeit with diplomacy.
If that’s a problem for the client, then you have the more difficult but ultimately career-enhancing choice of moving on to somebody else who’s got a more thorough and thoughtful core strategy for servicing customers.
It’s that simple.
Sure, all that said, sometimes you still might find yourself uncomfortably committed to a bad campaign. It happens. Never berate the client. But don’t be a pushover or a sucker either.
Again, this is either where you’re going to suggest possible ways to sell even better, in a consultant’s even tones and with the understanding that re-working the product might involve re-working your deal… or offer to take a kill fee and maybe even to share your research with the next copywriter who comes along.
The bottom line is that half-finished products and ideas CAN be sold without compromising your own integrity, but only if you’re willing to work with the client to make them whole. This is especially true in the information industry, where products can often be improved on the fly.
Just realize, even then… it can take a lot of work to get them there.
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