Have question regarding client approval

Hello fellow copywriters,

I'm brand new to this forum and have joined because I have a constellation of questions about copywriting. Working as a freelancer, I don't have anyone to ask so have turned here for some friendly advice.

My request today is for some feedback from the copywriting community about giving customers what they want.

I represent a successful copywriting agency from time to time and they have a very sales-focused, customer-centric style of writing. I like the style and can see why they adopt it although it can sometimes be a bit too consumery for my liking.

The trouble is, when I submit this to the client the style is not often well received.

Now I know on a broad business level the style adopted by the agency is the 'right' style in that it will be more engaging to the reader and should ultimately convert more sales. However, the customers - especially those in B2B - don't 'get it' and will often prefer a more company focused style that is more conservative in its' tone.

So, what as a copywriter should you do? Should you write to please the customer, or should you push back and try to convince them that the agency way is the best way? The agency I work for just ploughs on with their sales focused style, and doesn't really want to adapt. This takes up unecessary time and effort I think.

It also has other concequences. Not only do you risk embarking on a long-drawn out battle of opinion with the client (i.e. costly in terms of time and money) but you also risk offending and alienating them.

I suppose it's something that really needs to be agreed upon before going ahead, but I also find customers don't really know what they want before they see some copy. So maybe submitting a test page first is the answer? I'd love to hear what processes other copywriters adopt for maximum efficiency and customer satisfaction.

Thanks in advance .....

 

Hey PRStar,

Just came across this website and, ultimately, your thread. (I guess not too many copywriters come here that often?)

OK, from the sound of things, if you submitted something you thought would suit the client better, you'd be going behind the back of the agency you actually work for.

Killer idea. Don't sell your soul brother... let loose with your ideas and f*** the establishment!!!

:rollin Sorry. Got caught up in the moment.

Look, what really matters is the monies.

If you can give them a piece that will pull in more denero, who's gonna argue?

Unfortunately, I don't have a clue about how you're sending your message.

DM, WebPage, Email Marketing, Brochures etc. etc. So I won't know cost per piece. But, if you're willing to put in the extra hours to prove yourself, I'd go with a 50/50 split test.

Ask the client to run the piece the Agency would want to submit, and then... get them to run the piece YOU want to submit.

See the results.

Once you put a good argument to them, you'll probably get more feedback than you're ready for.

But you'll be in a better place for it.

If you're gonna make it big in the biz, better to go balls to the wall than dance to the piper.

Love to know your thoughts... especially your results (if you dare :devil)

Take it easy,
Ry

 

I read your thread and you just rocked.. My vote is with you.

 

Add my vote with yours as well, surely an outstanding post....

 

It varies from case to case

Like with many other philosophical questions in the sphere of copywriting, it;s hard to give a 'yes or no' answer to this question. We can't say that any of these solutions would be absolutely right for all cases. On one hand, businesses are supposed to understand their target audiences better. On the other hand, you are a skillful writer who knows what will work better, and as an outsider, you might be more objective. Anyway, I'd recommend you solving this puzzle on a case by case basis - making your choice based on specific circumstances and situation