The case for rudely ignoring clients
Published: Mon, 09/07/15
“Freelance copywriters who care more
about what their ‘client’ (or, worse,
what their client's wife) thinks than
what their market wants are nothing but hacks.
They shouldn’t be freelancing at all.
Instead, they should go beg for a corporate job
where they can sell their souls for a paycheck.”
It was inspired by a friend.
(Who was putting up with such a client.)
And, it’s a mindset I learned early on in my copywriting career after listening to the Gene Schwartz seminar I’ve been yapping about all weekend, where Gene said while writing an ad:
“You have no client but the audience.
You really don’t care about anything
but the market or the process”
And you know what?
It’s served me well.
Not just when I did client work, but also for my own products.
My “client” was the market.
Not the guy paying my fee.
Not his committee.
And, certainly not his wife.
If any of the above people had solid info I needed (market intel, experiences, test results, etc), great! But if they just wanted to impose their uninformed opinions, self projections, or preferences (that didn't line up with the market) on my ad, I ignored them and did what the market dictated.
Rude?
Probably.
But nobody accused me of being diplomatic about it.
Whatever the case, the $20 Gene Schwartz seminar I’ve been plugging like crazy this weekend shows you several advanced (yet simple) ways for writing ads, headlines, ad layouts, etc I’ve ever seen.
But this sucker ends tonight at midnight.
So if you want it, hop on the stick.
Time’s almost up.
At midnight this $20 carriage turns into a $297 pumpkin.
(If’n you catch my drift.)
Here’s the link:
http://www.CopywritingGrabBag.com/labor
Ben Settle