I’ve sent this to about everyone I know. It (and the Harlan rant in particular) has a certain resonance with solicitors too!

In fact, this is why I drew inspiration for my payment arrangements for my website from yours. You are very clear what the drill is and this absolutely benefits everyone.

You are right, as long as you offer high value, professional services and spend hours working on a project the return needs to be accordingly.

But your article made me think not only at copywriting, but also at other services that need to be valued more.

Thank you for pointing this out.

Regards,

Eugen

I think the problem is that until someone actually goes through the entire process of writing well thought out copy with clear objectives, it’s difficult to grasp how much time and work is involved.

While it might only take a moment to say “Here’s what we do…”, you can’t just put that on paper (or pixel) and expect results.

As you said, it’s vital to spend time up front working with the client to get things crystal clear in everyone’s mind.

Who’s the real target audience? What are their most pressing problems? How does the business solve those problems? How do they do it differently or better than the competition? What does the client want customers to do at the end? Etc.

Then, of course, you have create and shape the copy over and over until it’s in a tone and structure that grabs those impatient readers, achieves the objectives and fits the brand. And then of course, there’s SEO…

That’s a huge responsibility for a few hundred words to bear!

But I’m very relieved to hear it’s not just my wife who complains, “Where’s your head at?” :)

Sigh. I’ve really very little to add here because I am also one of those biz people who comes up with her best ideas while blow drying her hair …

Thanks for saying it well and out loud, Glenn!

I just thought I was slow. Maybe I’m doing my job exactly the way I should be.