“I will say this about the truth… [it] has a funny way of not going away, and telling the truth is extremely important in dealing with any problem or crisis.” — Judy Smith
Copywriting clients — especially those running small businesses — need you to be a good teacher. Unlike the people you might deal with at an advertising agency or a Fortune 500 marketing department, small business clients will typically not be marketing experts.
And if they do see themselves that way, I hate to say it, but they likely have it wrong.
In either case, you’ll need to find a way to show them why one kind of copy works better than another. Or how direct response or Pay-Per-Click works. Perhaps how one form of marketing might mean a higher ROI than another. Indeed, there will be times you’ll have to show them why they need a copywriter in the first place, and why your fees are fair compensation for the services you’re going to provide.
So, what we’ll look at today are three tried-and-proven models for educating your clients and being truthful with them even when you know the truth is unwelcome.
1. Listen first, ask questions second, speak last
It’s very simple: The best teachers are expert listeners. While the average teacher thinks teaching is all about providing answers, the best teachers know that getting the questions right is their hardest job.
How does this equate to copywriting?
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