Just out of curiosity, I was wondering what problems
most copywriters encounter in their business.

For instance...

** Getting better clients.

** Securing higher fees.

** Etc.

For me, at this point, it's been wrestling with some
clients to use the letter I wrote. In a few isolated
cases, the client has been reluctant to sell all-out.

What about you?

What are some of the issues you're wrestling with
in your current copywriting business?

It's the same issues I had when I was building web sites for people.

1. They never know their true business. They think they're selling fitness equipment, juice or a newsletter. It's never that. What most are selling are hope, self-esteem and connection. I read that Ray Kroc said that McDonalds is not in the food business like most people would think. They're in the Real Estate business. Their success is centered on where their stores are located.

I won't argue with a master. Take a look at any McDonalds and move it one block over. My guess is it wouldn't have nearly the success it enjoys if that were so.

2. They don't really understand their market. Ask any business owner to describe, in detail, everything about their market. If you're lucky you'll get a paragraph. By the time I'm writing copy I've got 8 pages of info on their market and it's usually a very painful process to get it. It's the only way I'll write copy for a major campaign because I can't take someones money for throwing darts in the dark.

3. Imagining instead of knowing. Related to #2. I'm a fan of imagining what someone's motivations are if I have no idea about a particular area but most clients don't know about most areas. Ask any client what kind of car most of their clients drive? What kind of shoes do they wear? How old are their kids? Most will have no clue or they'll imagine. They've got to know what is really going on or else we're both guessing.

4. Afraid to offend people who will never be customers. Something I learned the hard way. Clients want acceptance and it's a hard pill to swallow when they find out most people could care less who they are and what they're selling and a few will actually want them to fail.

5. Afraid to tell customers what to do, ask for the money or make promises the client can keep. Insecurity is usually the culprit. It takes a sales letter just to get them over their insecurity. I've hit this in a few critiques usually around when I suggest a section is weak.

6. Afraid of returns which is irrelevant if they never buy because there is no strong guarantee. "Honey, is that a cart in front of us? Shh, you're scaring the horse."

7. The biggest one, which requires gobs of patience, is they're just not ready for what we have to offer because of all the ideas above and more. If a client isn't ready, no amount of convincing will work.

That's my short list but it's longer. GL

I'm mainly going after the gourmet food and cooking industry...with a strong focus in catalogs right now.

I've spoken to a few seasoned marketers who work with catalogs (those who do more than write the copy)--so I know I am not hallucinating:

• This is a direct mail category that does not give a fig about testing their copy/design
• Many work with agencies that have convinced them copy is not all that important (not my observation, but I've heard others express this)
• Once I get a client to sign on, it's generally great---but getting them to do so (see above) is like walking barefoot on nails....

I helped a gym owner fix their ad in the paper, it was horrible (the newspaper people designed it)

Then his wife (no offense ladies) had to tinker with it, changed some stuff to reverse type and a few other things.

The newer ad still did better then the old one, but I'm sure if they keep it my way, it would have done even better.

My brother did a banner for the same people and the wife (no offense ladies) had to mess with that too, wanted to add pretty clip art.

Anyway, clients wanting to mess with your stuff, then if it does not work, hold you responsible.

My biggest problem is negotiating...I suck at it.

Time management.

Thanks for your input. It sounds like a lot
of the problems come down to a lack of
control. Either self-control or controlling
the client or their "staff".

Anybody else.

I am new to this site. I am here to discover the secrets of copywriting-GRIN. My background is primarily sales, sales management and marketing.

When you are recruiting a client, you are in a "Sales" situation. Use the sales experience and knowledge that you have already learned from copywriting to set up a track to run on...your track to run.

A few suggestions...
Establish yourself as "an authority" through your confidence and knowledge (Not bravado).
Always use the "you" approach (WIIFM).
Reassure...a powerful sales tool.
Reassure your potential customer that your copywriting is just what they need but most of all...reassure them that you and your services are just what they need ...sell yourself.
Put yourself in your prospect's shoes and sincerely relate to what they are saying.
Listen...LISTEN...LISTEN.
Ask questions.
Learn about test closes and trial closes.
Learn about Assumed Closes.
Read about selling, sales, how to sell, etc.
Learn how YOUR attitude and self-esteem are essential ingredients in a Sale.

Learn when to "Shut up and Write" (take the order).

Learn about "add-ons"...more business= more money.
Learn about referrals...one of the easiest sales is a referral.

Of the above, perhaps focus, first, on relating to your customer...they do not care how much you know until they know how much you care...so focus on truly caring (it will show), and learn as much about sales as you can. Copywriting seems to be essentially "using sales techniques", so you are probably almost THERE, already.

What does the above mean to YOU?

Of course, it means more sales and more revenue, but do not forget the thrill of the sale. You will look forward to your opportunities to add new clients, you will enjoy your sessions with them, and you will be rewarded, not just financially, but also with enjoyment and satisfaction.
Can you tell I enjoy Sales (Smile)? ...I hope you enjoy Sales as well...if not now...then in the very near future.

Much Success,
George Pierce

Right now my biggest problem is transitioning. I spent the first year and a half of my freelance copywriting career taking whatever I could get. This usually entailed writing ads or press releases for a few hundred dollars a pop. But now that I know the ropes I would like to break into direct response and net some higher-priced projects.

So at the moment, my biggest problem is upping the ante.

Pun intended!