Countless business books will tell you that the customer is ALWAYS right. But the truth is, when it comes to copywriting, the client is NOT always right. If they were, they wouldn’t need you.
The customer is NOT always right. If they were, they wouldn’t need your product.
Yes, you have probably run into situations where the customer wants something that you know won’t actually solve their problem. It happens to anyone that’s producing any product, especially information products.
Focus On The Outcome
Their DESIRED OUTCOME is right. Never forget that. They simply lack a sufficient understanding of the nature of their problem and the best options available to solve it. They have less-extensive experience to draw on. But that difference in experience is why you are valuable to them in the first place!
Don’t argue with them, and don’t try to educate them on everything all at once. What is obvious to you isn’t necessarily obvious to them, and it has nothing to do with whether or not they are smart.
Your prospects are smart. After all, they sought you out to solve their problem. But, that doesn’t mean they’ll welcome being “lectured” about how wrong they are. No one likes being talked down to, but you need to do what is right for your client, even if they don’t fully understand the solution you recommend.
The only time you should outright refuse to provide what the client truly wants is if it would be unethical, uneconomical or harmful for you to do so.
The Formula For Happy Copywriting Clients
Here’s a simple formula that will solve your frustration and let you provide the maximum benefit that you can provide:
- Sell them what they want
- Give them what you sold them
- Sneak in what they need
Everyone gets more of what they want, need and desire. That’s a real win-win.
If you really grasp these ideas, and keep them in mind as you practice writing your sales materials, you’ll find that you’re way ahead of the curve.
If you look carefully, you’ll notice that none of them are what people usually think of when they think of “copywriting.” They’re not the skills or attitudes that seem typical of the trade.
They’re much more powerful. They’re people skills. And, unless you’ve tapped markets I’ve never been able to reach, that’s who you’re selling to: people.
Remember that.