Copywriting Success: Embrace Failure
It happens to the best of us: failure.
In my early days of copywriting, I made a couple of clients very unhappy. One said my sales letter made him sound like a used car salesman. Another said I was an idiot. Still a third cursed me in French (I do copy translations, too).
These helpful critiques sent me into downward spirals for days. Looking back, they were minor setbacks that allowed me to grow. Slowly I improved at my craft, and I learned how to get better clients with easier products to sell. And I started to learn how to do what the client pays me to do instead of doing my own thing and getting shot down. Brainstorming new ideas is good, so long as your client is in on it.
Even with practice, you will still fail. Just yesterday I wrote new web page copy on spec, just because I really wanted the client. I probably won't get paid for it. Even though I think I nailed it, the client sees some problems -- and they know their product better than I could in a few minutes on the phone with them.
We might be able to revise the copy into something they can use. But maybe not. If it turns out they can't use it (and I don't get paid), it might work out for the best for all parties. I won't waste time on projects I can't get my head around, and they won't waste money on copy they can't use. That sets both of us free to pursue success in other venues.
Do you have a copywriting failure to tell us about? Stick it in the comments section. Have a great day.
posted by Admin @ 8:43 AM
2 comments
2 Comments:
David,
I have a great copywriting failure story. It concerns John Carolton.
Several weeks ago, I wrote copy for a postcard, was pretty proud of myself, thought I had an outrageous winner. As the headline I used words straight out of a client's mouth, provocative, controversial words. I ran some tests around the office, and it proved to pull attention. But I was concerned it was the wrong kind of attention. So I emailed John Carolton (I know someone who knows John, so I have this very tiny connection to him), wanting a pro's eye on it. He was kind enough to do it for free. And he was kind enough to rip it apart. When I got his email back with about a 500 word critique, I was crushed. He did say that I MIGHT pull a response based on bold, outrageous copy, but he would never bet the farm on it. Ever. I did crawl back to the keyboard, clutching his critique tightly, and rewrite the copy. It hasn't mailed yet, but I believe it is way closer to the target than before. We'll see. By the way, John's critique is pinned to the wall beside my computer. I promised myself never to let his advice slip away.
Great job! You did the smartest thing any copywriter can do -- "expose yourself" to getting mauled by a mentor. You nursed your wounds then made the changes that needed to be made.
Most people won't -- can't -- do that. Their ego is too enmeshed in their work to take criticism.
Let us know how your postcard pulls.
In the meantime, please send me some of your samples. I'm getting a lot of calls and I'd like to be able to recommend someone who has time for projects. That pretty much means the new guy -- anybody who's been freelancing more than a year or so and has had a couple of hits is absolutely smothered in work.
And my wife was actually worried that my freelance career wouldn't have a stable income...
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