And why does it take so much @#$% time?
These are familiar questions from new clients that every
professional copywriter faces.
About 25 years ago I became so fed up with having to explain to them that I decided to short circuit the process and write a simple, short explanation that I could send or hand to prospects before I even accepted them as clients.
It worked. I can't recall ever being asked either of those two questions again in all that time.
I recently updated it and, because I'm winding down my copywriting activities (I'll turn 70 next year and grandchild #12 arrives in November) I decided to make it available to any copywriter who'd like to use it. All I ask is that you do the right thing and acknowledge my copyright.
You can download it in PDF format here:
It's been very well received by professional copywriters at forums like The Cult of Copy
(facebook group) and Ask Drayton
(LinkedIn group). Drayton Bird — the Godfather of Direct Response marketing and copywriting — wrote:
"I think John's piece is extraordinarily good. I yield to no-one in my admiration for John's explanation of why you have to pay good money for decent copy." — Drayton Bird